1. Beyond Influencers: Network Properties and Viral Marketing Prepared by David C. Evans Ph.D. Psychster Inc. 1.15.2009

4. The Network Metapattern voltage capacity of aircraft reproduction rate of virus appeal of content intensity of impulse strength of signal likelihood to forward intimacy of friendships number of “influence channels” people Social Media percent of connections made frequency of flights to a given destination number of connections destinations Airline uptime of distributors likelihood of infection threshold of sodium channels threshold to fire current capacity & resistance intimacy of contacts thickness of axons strength of connections number of transmission lines number of contacts number of synapses number of connections generating stations & customers people neurons number of nodes Electrical Grid Epidemic Brain Network Property

5. The Network Metapattern 1 2 3 4 likelihood to forward intimacy of friendships appeal of content (open rate) number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property

6. Six Degrees of Separation “ The mean number of intermediaries observed in this study was somewhat greater than five…additional research indicates this value is quite stable.” Travers & Milgram. Sociometry, 1969 “ A random pair of nodes in the Messenger network is 6.6 hops apart on the average.” Leskovec & Horvitz. Microsoft Research, 2007 likelihood to forward intimacy of friendships appeal of content number of “influence channels” people Social Media threshold of sodium channels threshold to fire thickness of axons strength of connections intensity of impulse strength of signal number of synapses number of connections neurons number of nodes Brain Network Property