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GroupMe, SMASH summit Presentation
 

GroupMe, SMASH summit Presentation

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Steve Cheney, GroupMe, SMASH summit Presentation

Steve Cheney, GroupMe, SMASH summit Presentation

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    GroupMe, SMASH summit Presentation GroupMe, SMASH summit Presentation Presentation Transcript

    • Customer Acquisition via Group Mechanics
      Steve Cheney
    • Private Groups & GroupMe:
      • Single Player Mode vs Groups
      • Privacy & Reverse Network Effects
      • “Unregistered” Unlogged in User?
      • Incredible Retention & Engagement
      • Downstream User Effects from Brands
       
    • Real Life Groups of Friends
      Lollapalooza
      Friends
      NYC
      Pals
      Ex-
      Coworkers
      College
      Buddies
    • Private Group Conversations
      GroupMe facilitates immediate & real-time conversations across technological & geographic boundaries
      Group Invitee SMS
      Katy: On my way! Btw, love her app – listening to all her songs!
      Sally: Hey girls! Check out this Taylor app! And we can all chat using this group.
      From: (720) 399-5413
      You've been added to a group named Taylor Swift with Sally. Reply to chat!
      Jackie: Yes! So pretty! Katy, wanna come over to my place to watch? I just got home.
      From: (720) 399-5413
      You've been added
      Jess: Amazing! Are you watching her at the VMA’s right now?
    • Public Network Virality!
    • PrivateNetwork Virality?
      • Privacy (and relevancy) affects sharing and your viral coefficient
      • Small private groups have higher relevancy, more authenticity, but less external sharing
      • You can still build a sustainable business with a viral coefficient of less than 1 if you have high retention.
    • Retention and Engagement
      Fred Wilson: 30/10/10 
    • Humans Get Together in Small Groups… Online… and Offline
      5
      8
      <10
    • We’re Heavily Influenced by the People Around Us
    • Influence in Groups
      Die-hard fans and evangelists bring their friends into a conversation
      Outer Circle: Casual NFL Fans
      Inner Circle: Die-Hard NFL Fans & GameAttendees
      Fans on GroupMe
    • Friends Extend Trust to Brands
      GroupMe Model
      YourBrand
    • GroupMe Engagement Loop
      Brand Engagement in Small Groups Works!
      Brand generated messages
      Broadcasted message
      User generated messages
      Receive message
      Action
      Send Message
      User generated message
    • Don’t Conflate Retention w/ Engagement
      % Groups Active*
      Over 25% groups active during show broadcast
    • Humans are Social
      • Think about group “engagement modes” on your service
      • Cater to, not against, social conformity and group psychology
      • Groups can be used to positively impact your viral cycle times, engagement and retention
      Your App
    • Thank You