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So Virality. Yes, I think there are two ways to look at virality.
第一點是病毒營銷。我想從兩個方面來介紹。
There's a great book whoops, the book on the right here, by Adam Penenberg, Viral Loop,
Adam Penenberg寫過一本很有名的書，在這里叫做《病毒循環(huán)》
goes through a bunch of case studies of companies that have grown through viral marketing.
書中介紹了許多通過病毒營銷從而獲得增長的公司
And I strongly encourage you, if you're interested in viral marketing, to get that book.
如果大家對此感興趣我強烈建議大家讀一讀這本書
I think Ogilvy on Advertising's great as well because chapter seven he's like if you can't think of anything else
《奧格威談廣告》也很好在第7章，有個例子，當不知如何宣傳自己的萬能膠時
stick a car to a billboard with super glue and people will buy your super glue.
用萬能膠把車黏在廣告牌上那人們肯定會買你的萬能膠啦，哈哈~
And he's got some really, he's got some really good creative tips in there.
他給出了很多這樣很有創(chuàng)意的小技巧
Like the, the guy's been dead 20 years and I think he still,
這個人已經(jīng)去世20年了
I, I buy everyone on my team gets both of these books when they start on my team. So virality.
但我仍舊讓每個加入我團隊的人去讀這兩本書。繼續(xù)講病毒營銷。
So Sean Park has this model that he taught or he told us about when he, when, when I joined Facebook.
在我加入Facebook的時候Sean Park給了我們一個模型
Which is to think about virality for a product in terms of three things.
從以下三個方面來考慮產(chǎn)品的病毒式營銷
First is payload. So how many people can you hit with any given viral blast?
首先是有效載荷。病毒炸彈一次能命中多少人？
Second, he had cooler words for these, I'm not quite as cool.
然后是當時他用的詞很精辟，我有點忘了
Second is conversion rate, and third is frequency.
第二個是轉化率，第三個是頻率
Payload frequency and conversion rate, whatever, that order.
有效載荷，轉化率，頻率，就是這個順序吧
So, how many people can you hit at once is payload.
有效載荷是指一次能命中多少人
How many times can you hit them per blast is frequency.
頻率是指每次轟炸能命中他們多少次
And what are they gonna convert at?
轉化率是能以多大比例轉化成
