7 Dimensions of Virality

Coming up with a viral campaign is never easy otherwise we’ll all be doing it. But I do believe there are certain skills and techniques which one can deploy to improve one’s chances of viral success. I call these the 7 Dimensions of Virality and have summarised them in the chart below. It’s intended to add to the growing school of thought known as Propagation Planning. If you want the narrative which goes behind my thinking in this chart, please read my guest post on econsultancy - 7 top tips for viral success.

Creating buzz around mobile apps

So you want to build a top-ranking mobile app?  Nothing wrong with that but it’s worth noting that the barriers to success can be phenomenal. The competition is fierce now and unfortunately there’s no secret formula to success, even if your app is the next best thing since sliced bread. In fact, unless you’re extremely lucky you’ll need to market your app considerably through a variety of paid, owned and earned media.

I pulled the presentation together below for the EGB Mobile and Social Media Conference earlier this month and put forward two different strategic approaches to ensuring you generate sufficient buzz around your app. One approach adopts a more linear approach to promoting your app whilst the other  relies on a more 360 approach where the mobile app is integral to the overall campaign.

But I also argue that chasing app downloads for the sake of it is not necessarily the holy grail.  Considering the challenges of building apps which can generate buzz for the brand, there’s a lot of merit in developing apps which support lower funnel objectives too.

I’d welcome your thoughts.