Why we share – Emotional reasons

by Kristofer Mencák on February 9, 2014

Besides pragmatic reasons and social reasons, we also share, spread word of mouth and viral content because it also boosts our ego. People are quite generous by nature. We like to share and we like to entertain. We like to be the one who make others laugh or discover something for the first time.

We like it because we know that we will be connected with the positive feeling the content brings the receiver. And we often want to be first to share it – the one who knows, the one who comes with the newest or the one who has that precious invite to an attractive service or tool.

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Why we share – social reasons

by Kristofer Mencák on February 7, 2014

Today, we don’t only share vital information for pragmatic reasons, like where to find resources for survival. We also share, spread word of mouth and viral content for social reasons.

Information that connects us to others and build our reputation in some way. We like to share stuff that express who we are in some way or make us feel we belong.

Additionally, in a world where we don’t have time to keep up with all our “connections”, the act of passing something on is a very easy way to reconnect. It is a way to show that they are present in our minds.

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Why we share – pragmatic reasons

by Kristofer Mencák on February 5, 2014

I believe word of mouth has evolutionary origins. Put simply, the human race benefited from telling family and friends about where the best roots and berries could be found, where the year around waterhole was, or where the best place to surprise an unsuspecting deer were. We share because we want to do good. And because deep in our minds we think we would get the favour back when in need – reciprocity in effect. So, we had pragmatic reasons for sharing. And this evolutionary advantage has persisted, and we are hard-wired to share tips. So, word of mouth continues and flourishes like never before.

In a way, something that goes viral can be seen as digital word of mouth. And thanks to the network effects of the Internet, the power of it is manifold. It can spread to innumerous people in the blink of an eye, and all across the world. It has been freed from time and space.

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Turbo Charge Virality when trying to create a viral campaign

by Kristofer Mencák on February 4, 2014

Long time no see here. There will be a change to that!

If you are trying to create a viral campaign there are two things you can do to turbo charge the effect of your efforts.

Increase R (the basic reproductive number) to create more spread.

A higher R always increases virality, and remember that the effect compounds, so a small increase in R gives you big results.

Shorten the viral loop.

This increases the speed of the cycle, or the viral loop, and increases viral spread. Or more accurate, it makes everything go faster. If there is some value to the recipient right away, when they first meet the content you have to offer, the loop gets a lot shorter. Then it is something that can be passed on immediately. If there is a long period for evaluation, the cycle slows down, and the risk of forgetting comes into play.

But, again, remember that shortening the viral loop just makes the total lifespan of the campaign go quicker. If it doesn’t have a high enough R, it will die out faster too.

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The Customer Face Slap

March 24, 2013

I have been working out at the same gym for six or seven years – Balance Training in central Stockholm. As one of the more expensive gyms in Stockholm, my monthly fee has not been cheap, but getting in early saved me the high prices new members pay now. However, I have always been very […]

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Off topic: Something I bet most U.S. citizens don’t know

November 18, 2012

One of the books I am currently reading is Planet Ponzi, by Mitch Feierstein. I just started, but just felt I had so pass something on already. We know that wars cost a lot of money, and we all understand that the U.S. has spent a lot on wars in recent years, but this is […]

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Carlton Draught viral clip

September 10, 2012

Beer companies have been pretty good at producing clips that go viral. Some classics are Heineken’s Walk in fridge, Bavaria’s spoof of it, Andes Teletransporter, Bud Light Clothing Drive and a couple of years ago Big Ad made by Carlton Draught. Now Carlton Draught Beer is back with a new great clip and I have […]

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Disrupting schemas make people talk

September 9, 2012

According to Wikipedia, schemas are: “…a mental structure of pre-conceived ideas, a framework representing some aspect of the world, or a system of organizing and perceiving new information.” It is also something that: “…influence attention and the absorption of new knowledge: people are more likely to notice things that fit into their schema, while re-interpreting […]

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The Viral Company on Facebook Studio

February 7, 2012

For marketers looking for inspiration on what to do on Facebook I can recommend taking a look at Facebook Studio. There you can find cases on Facebook marketing from all over the world.  And I am very proud that the agency where I work, The Viral Company, occupies the top spot among Swedish agencies with […]

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Four topic areas to consider for word of mouth

October 4, 2011

People can talk about a lot of stuff that affects the bottom line of a business, some more and some less. I believe there are four different topic areas that could and should be considered when trying to create more word of mouth for a brand: The brand values – what the brand believes in […]

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