IMS Day2 – afternoon notes & take-aways

Day 1 morning notes

Day 1 afternoon notes

Day 2 morning notes

Uncovering The Science Behind Viral Marketing with David Skok

  • Best business model is low cost of customer acquisition (COCA) and high lifetime value (LTV)
  • The viral loop: customer sees your app –> tries it –> decides whether to share –> creates and invitation –> friend receives –> friend decides whether to look
  • K = the Viral Coefficient
    • k = # invites x conversion rate x
  • [important]Shortening the cycle time has a far bigger effect than changing the Viral coefficient[/important]
  • See full presentation here.


The basics of virality

  • What is the viral hook – what makes people want to share content?
    • Something very compelling that the user wants to share
    • Something of value
      • Applications
      • Educational content
      • Data
      • Things of monetary value
    • Something entertaining
      • Humor
      • Games
    • News
    • Inherently Viral Services
  • Content or Product/Service
    • Has to be a FREE product service, not cheap.  FREE!
  • Seeding
    • The bigger your initial seeding the better
    • Paid seeding – there are companies that provide such services
  • Spread through Communications Networks
    • Use reshare buttons
    • What you want: low effort for user to share. social, email, etc…
  • Refreshing and re-seeding
    • Google Search: paid and organic

Why do people share?

  1. High arousal, Positive (awe)
  2. High arousal, Negative (anger)
  3. Low arousal, de-activating (sadness)

How to Optimize Virality

  • Optimize your sales funnel
  • Get inside your customers head
    • what are they not doing what you want them to do?
    • figure out what motivates them
    • create a solution that entices them
  • Look for ways to get your customers to tell their friends about you
  • Hybrid viral = added some virality to your existing content; good not great, but better than nothing

Info at:


The Future of Mobile Marketing

What is mobile marketing?

  • Most intimate device ever invented.  It knows more about you than any other device
  • Develop mobile ads for mobile devices
  • Information is very actionable, 30% of restaurant searches are done via mobile
  • 70% of mobile searches lead to action within one hour
  • URL has to go to a mobile landing page (otherwise you burned a prospect – perhaps for life)
  • Examples of excellence
    • Kendall Jackson wine – next tag has a QR code, URL and SMS: Offer is a pairing geo located to local tastes
    • Use SMS, QR, Short codes AND URLs – different people use different tools
  • Watermarking is the ability to see an invisible bar code


Developments In SEO: What Every Marketer Should Know with Dharmesh Shah

  • 46% of daily searches are for products/services
  • 70% of links in search are organic  – not paid
  • Best thing to do for SEO is create great content
  • Goal: increase SEO to reduce your PPC
  • Search and social together – social discussions are used to personalize search results (signals of quality)
  • Search isn’t competitive game, you need to beat others, ergo your social efforts enhance your visibility (more than your competitors)
  • Google+ will likely result higher in search results
  • Another value of sharable results is that you can see which of your friends have shared the content (or not) drives higher click thru rate
  • Google Panda update removed crap from search results
  • If your marketing is broken, don’t automate it. TRANSFORM IT
  • Forget b2b and focus on b2h(uman)
  • [warning]Call to action: rethink how we market, even the touchier/feelier upgraded marketing[/warning]


Switch: How to Change When Change is Hard with author Dan Heath

[important]Change is hard[/important]

We have two brains
1 – rational conscious deliberate
2- emotional unconscious automatic

  • Emotion is like an elephant, the elephant drives us
  • There is a rider on the elephant
  • For example, a diet is hard because the rider is barely in control of the elephant

3 part framework for change

1- Direct The Rider

  • Analyzing problems comes naturally to us, analyzing success doesn’t
  • Psychologists say: “Bad is stronger than good”
  • Find the bright spots – obsess over success and figure out how to replicate it
  • Information can be TBU – true but useless
  • Instead, find what’s working today despite the obstacles and do more of that

2 – Motivate The Elephant

  • Need to induce acceptance in those we want to accept the change
  • We typically start by explaining the change
  • Instead, speak to the emotional elephant
  • Change comes from feeling

How do you convince colleagues to change?

  • Spreadsheets don’t work. Tangible, evidence that people connect to does work
  • How we think change works: analyze –> think –> change
  • [important]How change actually works: see –> feel –> change[/important]

3 –Shape The Path

  • Being specific with instructions significantly increases the likelihood of change
  • Ultimate Example: Amazon’s Buy now with 1-click
  • Have you 1-clickified what change you want to drive?
  • Example: stand up meetings combat long meetings
  • At work: remove obstacles and make change easy
  • Make “yes” the path of least resistance

Leave a Reply

Your email address will not be published.