How to Analyze Viral Campaigns – eMetrics Stockholm

I held my last talk ever on the 28th of September (except for the case that Dialogkonferansen calls me up again). I won’t do any more conferences as I feel so sick before I go on stage. I am nervous about a day and a half before, and I put ridiculous pressure on myself to perform. That’s why I simply cannot stand it.

Also, I put some crazy effort into my presentations with practice and preparations. That takes a lot of time for virtually “free work”.

Now to the presentation that I did hold.

First off I wanted to talk about viral campaigns and how to generate traffic through them. I talked about my 5 C’s for viral marketing (book still not out … doh…) and I discussed how one could start the analysis by answering the question of where the problem really is. Do we have enough links? Do we have enough traffic? Do we convert well? Do we get customers to come back? etc.

I went on into talking about K-factor and marketing driven viral campaigns vs. organically driven viral campaigns. We discussed that it is not only the nominal number of views/hits/visitors that explains if a video or page has gone viral. It is the shape of the slope and the second derivative of the slope that gives you a good alert for if you are running a viral campaign or if it will die.

Please look through the presentation below and comment if you want me to explain anything.

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