Ruchi Patel 15BM60008

VIRAL MARKETING Glen Savio Palmer

15BM60056
Sarthak Singla 15BM60085
 WHAT IS VIRAL
MARKETING?
Viral: Circulated rapidly and widely from one
internet user to another (image, video, piece
of information, etc)
Eg. Gangnam style, Kolaveri di etc

Viral Marketing: A method of marketing

where by consumers are encouraged to
share information about companys goods or
services via the internet.
MATHEMATICAL
MODELS
Watts model provides a simple explanation
for the spread of a video, but it ignores the
fact that several people may send the video
on to the same person. Watts Model predicts
the total views of a video based on two
parameters: N = initial number of people who
view the video and R = the expected number
of new viewers generated by a person who
has just seen the video

The second model improves on Watts Model

by including the fact that some of the videos
 WATTS MODEL
Watts assumes that at the beginning of the first period (t=1) the
maker of the video "seeds" the video by getting N people to view
it. Then during each time period, each new viewer is assumed to
pass the video on to R new viewers.
Thus there will be a total of S distinct viewers of the video where
Equation 1 is true:
(1) S = N + NR + NR2 +NR3+ ..
If R>=1, S will be infinite. Indicating a viral video. R cannot stay
greater than 1 forever, so in all likelihood R will drop after a while.
Assuming that R stays constant at a value less than 1, multiply
Equation 1 by R, obtaining Equation 2 :
(2) RS = NR + NR2 +NR3+ ..
Subtracting Equation 2 from Equation 1 yields:
(3) S = N / (1-R)
 DRAWBACK OF WATTS
MODEL
Model assumes that each person reached at time t has never
been reached before, which is unreasonable.
For example, suppose there is a population of 1.000,000
people, and at the beginning of time t 800,000 people have
seen the video. Then it seems highly unlikely that the NR t-1
new viewers the Watts Model generates at time t are all
people who have not already seen the video.

If R >= 1, watts predicts an infinite number of people will see

the video, and this does not make sense
 A MORE COMPLEX
VIRAL MARKETING
MODEL
Population Size = 10 million
Probability that a person
who sees the video will
send the video on to at
least one person = 0.1
Average number of people
the video is sent to by one
person = 20
R = 20*0.1 = 2
DEPENDENCE
OF VIDEO
SPREAD ON R
THANK YOU