Thinking deeply about virality is probably worthwhile, though Im not sure I agree with the breakdown here.
"Incentivized" is an optional attribute that applies to the other four, not just word of mouth.
"Incentivized" is an optional attribute that applies to the other four, not just word of mouth.
As I read it, there are three types of transfer identified here and two modifiers.
- Word of mouth
- Demonstration (intentional or not)
- Network effects (N.B. this is a problem as well as an opportunity)
And the modifiers:
- User incentives (cash-for-shares)
- Central sharers (e.g. Let's Plays, celebrities on Instagram)
That seems like a better framework than the one provided. We can see that Pokemon Go was demonstration and word-of-mouth with central sharers, Uber was demonstration and word-of-mouth with incentives, and Instagram was network effects with central sharers.
Building this up into a proper model with more elements would be interesting. Additives like "controversy" and "media appeal" would probably be key to identify.