Eight Ways of viral transmission

1. Inherent virality)

This is the most primitive form of viral communication, which can be called the word-of-mouth effect. Simply put, if your product is good enough, it will naturally turn your users into "disseminators ". Although this spread effect was not obvious at the beginning, after a period of time there will be explosive growth. Skype is the most typical example. Of course, this method works best, but it is also difficult to implement.

2. Collaboration virality)

Although a product is valuable to a single user, the more users He recommends to use the product, this product will produce more value for him, and then the user will form a viral spread. For example, you can use Dropbox to store files, but if you can share files with others, Dropbox will bring you greater value.

3. Communication virality)

This situation usually occurs in communication tools. Through a communication tool (such as an email), a name often appears during communication. Over time, people will remember this brand. For example, when a tool is used to send emails or microblogs regularly, in a group, or set objects, the content people receive is often marked as "sent by XX tool, in this way, people will inadvertently remember this product. This is also a viral spread, just as you often see "from fawave" and "from 36kr" under others' Weibo posts.

4. incentivized virality)

This is actually very simple. For example, when you invite others to join a website, the system will reward you accordingly, just like Dropbox will increase space for you and some games will give you gold coins. This strategy is simple, but it has been tried and tested, as long as you don't make the original user feel disgusting.

5. deployable propagation (embeddable virality)

This viral marketing is very suitable for content-based websites, such as websites with articles, videos, and materials as the main content. In this content, the original information will be embedded into the original information, so that no matter how the content is transmitted, the original information will be seen by the user. This looks like "Soft Text", but it is not soft text. The simplest example is the "video advertisement", which is now popular. A short story with great flexibility and excellent production came up with an irrelevant Brand Name (of course, some advertisements are associated ).

6. Signature virality)

As the name implies, a signature is added at the end of the propagation ontology. The most common example is that when you do an online survey and finally generate a survey report, there is usually a "from XXX Survey website ". Or when you see the information graph, there will be a small icon "the current information graph is hand-written from 36kr.

7. Social virality)

This type of communication is attached to an existing social network. When a user uses this product, the social network will send the relevant information to other users explicitly or implicitly. For example, Zynga, the largest social network game player in the United States, is using this method. When you are playing a game, other friends will receive information about the game you are playing, in this way, attracting new users will become faster. Therefore, this is why many websites use social networks such as Facebook and Weibo to authorize account registration.

8. Pure word of mouth virality)

Note that this is not a pure word-of-mouth effect. Of course, there are some factors of word-of-mouth effect, but they are not all. Topic sexual transmission means that people are willing to discuss this product or events related to this product. For example, if your product is really cool or a topic is worth discussion, people will remember your product or related information during the discussion. However, this effect is difficult to quantify, because if the topic is only the gossip information of the product founder, it is difficult to know how many people will use your product because of this gossip information. The last thing to note is that there are good or bad topics. If you create a negative topic, it is not viral marketing, but a PR crisis.

How to quantify Virus Transmission

After talking about the above eight viral ways, how can we quantify them? The lazy and smartest advice is-Don't quantify it.

But if you really want to calculate the effect of this propagation, first you need to know a value: virality coefficient ). People who know about viral marketing generally know that when the virus coefficient is greater than 1, it is truly viral, because the result is that the number of users increases exponentially.

In addition to the virus coefficient, many people tend to ignore another important factor: the cycle time, that is, the time when a user completes a virus. Because the virus coefficient is 1.5, if the transmission cycle is one day and two days, there will be huge differences in the future.

Let's take a look at the formula given by David Skok of matrix ventures. You may know how to calculate it. In the figure, k is the "virus coefficient", and CT is the "propagation cycle ".