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Viral Seeding

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Subject:  Viral Seeding
Author:   Alex Chudnovsky:   view profile | all posts by this author | add to favourites
Date:   12:04:59 4 February 2004
 
> It’s a difficult one as ultimately the success of any viral
> campaign rest with the quality of the concept and
> execution....

You said it - technically speaking number of "seeds" in a viral campaign is not important because true viral compaign will have more people "infected" on every cycle, than in the cycle before, in geometrical progression.

For example, if every "infected" person "infects" 2 non-infected more, then even if you start with 1 person as your "seed" then you will end up "infecting" whole planet after just above 20 cycles. Naturally, the key sign of a true viral campaign is what I'd call "virulence factor", which in my example is 2. It is that factor that determines actual viral coverage and in fact it determines if a campaign is viral at all - strictly speaking if factor is less than 1 then campaign is in decline and will stop spreading after X cycles.

Ok, enough theory, here are some hard stats: we did some "viral" research in Jungle.com but we failed to achieve truly virulent factor being greater than 1, for us it was 0.1, which still meant we gained extra 10% of coverage that we would not otherwise have. I'd say very few campaigns are actually viral even though those who create it would (probably) disagree and (most likely) insist that "email a friend" is a viral feature.
 
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      > It’s a difficult one as ultimately the success of any viral > campaign rest with the quality of the concept and > execution.... You said it - technically speaking number ...
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