http://danzarrella.com DanZarrella.com, Social & Viral Marketing Scientist Sun, 07 Sep 2008 07:14:14 +0000 http://wordpress.org/?v=2.6.1 http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-173 Friction, Inertia and Social Media Optimization » Dan Zarrella Thu, 07 Sep 2006 14:37:56 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-173 [...] The old what makes an idea viral issues apply here and like other web usability problems they can be broken down into two camps: friction-reduction and inertia-generation. Just like in real world physics any movement towards an action, funnel or goal needs a certain amount of user intrest energy (inertia) to overcome the hassle (friction) associated with completing the tasks needed to accomplish the goal. A huge information squeeze page, with tons of required fields is a lot of friction and unless the user really wants to get at what on the other side of the wall they probably won’t want fill it all out. By pre-selling the destination to the user and making it as easy as possible for them to get to it, you’ll increase the percentage of viewers who do. [...] [...] The old what makes an idea viral issues apply here and like other web usability problems they can be broken down into two camps: friction-reduction and inertia-generation. Just like in real world physics any movement towards an action, funnel or goal needs a certain amount of user intrest energy (inertia) to overcome the hassle (friction) associated with completing the tasks needed to accomplish the goal. A huge information squeeze page, with tons of required fields is a lot of friction and unless the user really wants to get at what on the other side of the wall they probably won’t want fill it all out. By pre-selling the destination to the user and making it as easy as possible for them to get to it, you’ll increase the percentage of viewers who do. [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-118 Coming Soon » Dan Zarrella Fri, 11 Aug 2006 14:35:25 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-118 [...] Posted by Dan Zarrella Filed in Publishing, Marketing, Search, New Media, Web Dev Related Posts:SEO for BloggersInertia, Friction and Conversion [...] [...] Posted by Dan Zarrella Filed in Publishing, Marketing, Search, New Media, Web Dev Related Posts:SEO for BloggersInertia, Friction and Conversion [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-117 Kottke on What Makes an Idea Viral » Dan Zarrella Tue, 08 Aug 2006 20:10:59 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-117 [...] The factors that play into the “virality” of an idea, or more specifically a link in this case, is a topic I’ve started to delve into with my What Makes an Idea Viral series. Yesterday, Jason Kottke did a little bit of his own riffing on the Seth Godin post that started my series: Seth hits the nail right on the head with this. When I’m deciding what links to post here, I’m essentially curating ideas, collecting them to “send” to you (and to myself, in a way). And unconsciously, these seven points factor into my decision on what to post here. [...] [...] The factors that play into the “virality” of an idea, or more specifically a link in this case, is a topic I’ve started to delve into with my What Makes an Idea Viral series. Yesterday, Jason Kottke did a little bit of his own riffing on the Seth Godin post that started my series: Seth hits the nail right on the head with this. When I’m deciding what links to post here, I’m essentially curating ideas, collecting them to “send” to you (and to myself, in a way). And unconsciously, these seven points factor into my decision on what to post here. [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-10 Dan Zarrella » Blog Archive » What Makes an Idea Viral Part 4 Sat, 22 Apr 2006 19:46:10 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-10 [...] ILoveBees (ILB) was an alternate reality game (ARG) commissioned by Microsoft to increase buzz and awareness of their upcoming Halo 2 game. Like other ARG?s ILB?s Hook was its immersive online experience and the novelty of the imposition of alternate reality on actual reality. ILB players were drawn in by a sense of curiosity to solve a series of mysteries in the game?s plot, but ILB distanced itself from traditional games by blurring the lines between real life and game life (sort of like the Lost, but more aggresive). Because of this juxtaposition the game pervaded its player?s lives and created a social experience. Not only did passer?s by witness the player?s odd behavior in public as they completed various tasks often surrounding pay phones (which are almost always in high traffic areas), but the players were driven by the urge of storytelling. Stories are powerful things and the desire to share them is what gives them their power, ILB created a rich and ever-deepening story that screamed to be passed along. The Payload in the ILB campaign was the brand awareness created by the fact that characters and situations presented in the ARG were from Halo 2 and at the end of ILB (which culminated on the same day as Halo 2?s release date) players were directed to the store to buy a copy of the game. Posted by Administrator Filed in Marketing, Viral [...] [...] ILoveBees (ILB) was an alternate reality game (ARG) commissioned by Microsoft to increase buzz and awareness of their upcoming Halo 2 game. Like other ARG?s ILB?s Hook was its immersive online experience and the novelty of the imposition of alternate reality on actual reality. ILB players were drawn in by a sense of curiosity to solve a series of mysteries in the game?s plot, but ILB distanced itself from traditional games by blurring the lines between real life and game life (sort of like the Lost, but more aggresive). Because of this juxtaposition the game pervaded its player?s lives and created a social experience. Not only did passer?s by witness the player?s odd behavior in public as they completed various tasks often surrounding pay phones (which are almost always in high traffic areas), but the players were driven by the urge of storytelling. Stories are powerful things and the desire to share them is what gives them their power, ILB created a rich and ever-deepening story that screamed to be passed along. The Payload in the ILB campaign was the brand awareness created by the fact that characters and situations presented in the ARG were from Halo 2 and at the end of ILB (which culminated on the same day as Halo 2?s release date) players were directed to the store to buy a copy of the game. Posted by Administrator Filed in Marketing, Viral [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-9 Dan Zarrella » Blog Archive » What Makes an Idea Viral Part 1 Sat, 22 Apr 2006 03:55:08 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-9 [...] Let me start the series off with a two part response to Seth Godin, here’s part 1: [...] [...] Let me start the series off with a two part response to Seth Godin, here’s part 1: [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-8 Dan Zarrella » Blog Archive » What Makes an Idea Viral Part 2 Sat, 22 Apr 2006 03:54:37 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-8 [...] Following up on What Makes an Idea Viral Part 1: [...] [...] Following up on What Makes an Idea Viral Part 1: [...]

]]> http://danzarrella.com/what-makes-an-idea-viral-the-series#comment-7 Dan Zarrella » Blog Archive » What Makes an Idea Viral Part 3 Sat, 22 Apr 2006 03:54:21 +0000 http://danzarrella.com/what-makes-an-idea-viral-the-series/#comment-7 [...] The spread of Microsoft?s Hotmail is one of the most oft-cited examples of intentional, commercial viral marketing. New internet users needed a free and easy way to use email, with very little commitment, Hotmail provided exactly that. And as people used Hotmail to send emails, a little signature line was attached with a link to join Hotmail. I believe there are four major characteristics of successful viral efforts: [...] [...] The spread of Microsoft?s Hotmail is one of the most oft-cited examples of intentional, commercial viral marketing. New internet users needed a free and easy way to use email, with very little commitment, Hotmail provided exactly that. And as people used Hotmail to send emails, a little signature line was attached with a link to join Hotmail. I believe there are four major characteristics of successful viral efforts: [...]

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