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1. Digital Marketing Webinar Learnings from SlideShare- How to get 75MN monthly visitors on a zero marketing budget!
November 14, 2014 | Amit Ranjan (Co Founder, SlideShare)
www.digitalvidya.com

2. 100 Million Monthly Visitors on a Zero Marketing Budget

3. SlideShare
To empower the world’s professionals through knowledge

4. THE INTERNET IS A PERPETUAL, 24-HOUR, FREE GROWTH
MACHINE!
Sorry for the all-caps:)

5. • The Science of Virality

6. What is Virality?

7. - Virality: ability of an object to self-replicate
- Think pathological diseases
- Often mixed with WOM, marketing, buzz etc
Virality ?

8. Virality in Web Applications
- Single minded focus on acquiring new users - Increase width (not depth) - Half art / science: psychology & web analytics

9. Putting it differently...
“Virality is marketing BUILT INTO the product… if the product is viral, it will market itself”

10. Ways to go Viral
- Social Graph: Facebook, Twitter - Network Effects: IM, Skype - Emails: LinkedIn
- Widgets: YouTube, SlideShare
- SEO (backlinks authority): Wikipedia

11. Viral Coefficient – The secret sauce
Viral Coefficient is the number of additional members every new member brings

12. Viral Coefficient < 1
• grows initially but hits ceiling Viral Coefficient > 1
• growth unbounded
• think perpetual motion machine

13. Why viral coefficient > 1
All figures hypothetical

14. Viral Loops: Distribution Channels
- Invite a friend - NewsFeed - Embeds / widgets - Notifications
- Emails

15. The Mathematics of Viral Growth
User
Call to action to invite friends
x = invited
friends
Accept?
Yes
y% = invite accept rate
x * y > 1 gives you viral growth!

16. Flow A
Flow B
A new users
B new users
X% user dropoff
Y invites sent/user
Z% invites accepted
- A/B test entire user flows
- A/B test calls to action
Using metrics: CTAs & click flows

17. Viral channels NOT EQUALS features
- Viral channels bring new users - Features keep existing users engaged - Features not necessarily viral

18. Viral Channels LifeCycle
-Viral channels eventually decay (saturation, user conditioning) - When channel exhausts, explore new ones

19. Questions?

20. www.digitalvidya.com
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