The Dynamics of Viral Marketing
February4
Traditional Funnel v. Viral Funnel
A study in viral marketing found some interesting stats on viral behavior that are worth a look for any marketer or Social Media Manager. In an examination of a 4-million strong network, researchers had four key findings:
1. Consumers stayed in their personal network, often exchanging recommendations back and forth with the same friends.
2. Recommendation networks centered on specific types of products creating a “community of interest.”
3. Trust, influence and the perception of “spam” were all purchase factors.
4. Most recommendation chains were short, ending in the initial product purchase more often than not.
Read more analysis and the 4 Viral Implications for Marketers at Randall Beard’s blog [01-25-10]
