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The Zombie User Apocalypse has Overrun Your Database
 

The Zombie User Apocalypse has Overrun Your Database

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The "clicking dead" are all those visitors who register on your site once, never to return; or even share false information. Zombie users are the reason that you have a lot of names in your marketing ...

The "clicking dead" are all those visitors who register on your site once, never to return; or even share false information. Zombie users are the reason that you have a lot of names in your marketing database, but you have few return visitors and high bounce rates. If you have zombie users (or even if you want to fortify against an attack), we’ll help define how to determine your zombie infection level, and then cover easy fixes including examples of what several leading brands have done to find their users’ pulse and get them engaged.

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  • Local vc backed startupidentity and social spacework with FB and Twitter to consolidate authentication processengage deeply - acq and engagement350k websites
  • [Based on previous conversations, the prospect should have a handle on the company, but now would be a good time to ask if there are people on the call who would like a 2 minute overview of Janrain to provide some context.]In order to take the most advantage of new consumer characteristics and online actions, many large companies are adopting a comprehensive user management approach and choosing Janrain as a partner based on our experience working in this space for the past 5 years, and creating solutions that are deployed on over 300,000 websites worldwide, serving large brands.Chosen for our deep integration partnerships with companies that rely on us for authentication services for their 10’s of thousands of customers and our long-term engineering relationships with our identity partners like Google and Facebook.
  • So, what is a zombie user? A zombie user is one who sucks up your bandwidth, and your content, and then leaves. Their user record rattles around in your database. They have the shell of real users – like a name and email address – but they are a husk of a real user.The Revenant, 2009-We’ll review why many users are zombies-And how to bring them back from the dead
  • Munz, Hudea, Imad, SmithInfectious Disease Modelling Research ProgressChapter 4, When Zombies Attack!2009
  • First, you need to determine your baseline infection level. You’ll need two numbers.This will give you the percentage of your database that is not infected. If your users haven’t signed in for more than 90 days, they are at risk of infection.Start tracking this now to establish your own baseline – your metrics depend on your site.
  • -Never returned: This may or may not be an actual user, but the last time they logged in was 2004.Surprisingly, these might be able to be rehabilitated. They just need you to show them some love and concern.They may have returned, but you didn’t know it----- Meeting Notes (5/26/11 15:24) -----"we haven't seen you in a while"reduce to 7/90 day period
  • Designed by KWK Promes
  • There is only one way to survive a zombie apocalypse – you have to fight.So, let’s look at what causes users to turn into zombies, and how to fight back.
  • Lady Gaga’s website only allows users to log in via an existing social identity. No more long forms to fill out.In fact, this process was so successful that it’s the only way users can log in now.
  • Sears makes it easy to login for return visitors by cookieing them and remembering their preferred identity provider.
  • Zombies like fresh brains. And users like fresh content. A community without content is basically a ghost town. The thing is: you need more content than you think.
  • Post Media understood that they had the power content component – from over 50 web content properties like the Canada.com, Calgary Herald and Vancouver Sun websites. That content brings new visitors, who want to engage with other likeminded people.
  • When zombies see a shiny object, they get distracted. That’s what happens when you only have a brain stem.Users are the same way. You need to have clearly defined objectives for them to stick around.
  • Don’t let them get distracted by their Facebook News Feed or Twitter’s trending topics. Allow users to share with friends, but keep them on your site when they do.
  • Users also forget about you when they haven’t visited in a while.Email programs, and targeted promotions designed to speak to site visitors who have been dormant for a while are effective ways of leveraging your registered user base.Janrain Capture stores social profile data so that email marketing and website content can be personalized to a user’s interests.Here, Kmart targeted people who used a social profile to log in, with a follow up email message explaining what opportunities there are for a social experience on the Kmart site.----- Meeting Notes (5/26/11 15:34) -----Offline?
  • When left unchecked, users devolve into a mob mentality
  • This doesn’t mean you don’t need community management, but it does mean you can focus less on blatant trolls.
  • Just like Fido, who was domesticated and integrated into the family, users want to belong to something that is bigger than themselves. That’s part of the human condition.
  • BHG creates community through its comments and discussions. By requiring a real social account, they ensure that users are real, validated people also.
  • Blue Research: 76% of users have provided false information
  • Outline compelling reasons to log in to your site right up front. Those reasons should be focused on ongoing reasons for engagement.
  • The cast of Glee, performing their Thriller/Heads Will Roll mashup – users want guidance. You have to give it to them.
  • And the Gleeks’ teacher, Matthew Morrison is a great example of how to guide users.Matthew Morrison’s site provides loyalty badges and rewards for Loyalty and Rewards programs help teach users what to do on the site.
  • So, what is a zombie user? A zombie user is one who sucks up your bandwidth, and your content, and then leaves. Their user record rattles around in your database. They have the shell of real users – like a name and email address – but they are a husk of a real user.The Revenant, 2009-We’ll review why many users are zombies-And how to bring them back from the dead
  • Project Noah has focused on a simple interface, allowing users to quickly document the nature that they have found and get feedback from the community.
  • If the situation is dire enough, you may need to take drastic action. If you are completely overrun by fake profile zombies, you may need to abandon your stronghold. That means looking long and hard at the business case for trying to save low quality user data, vs. finding a new location to defend.The LA Times found themselves in exactly that situation – years of low quality registrations meant that they has so much bogus data that it wasn’t worth keeping. They scrapped their database, and started a new login system, powered by social identities through Janrain Engage. Users were tied to a real social identity, and the registration process was much faster. That meant users got real value for providing real information.
  • There are a whopping 33 rules, according to Zombieland, for surviving a zombie apocalypse. Fortuntately, we don’t have quite so many to learn.
  • Photo credits:SharkRobot.comWalking DeadDawn of the Dead (1978)ZombielandSurvival of the Dead

The Zombie User Apocalypse has Overrun Your Database The Zombie User Apocalypse has Overrun Your Database Presentation Transcript