Actual Fowa

To Catch a Virus WHOA! It’s interactive! Get ready by opening up: 1. A drawing program* 2. Twitter * Feel like being old school? Pen & paper it! Barbara Macdonald | @BarbaraEMac | Barbara@GetWillet.com

Who is goingto succeed?

Viral loops are core.

WilletSocial

Each user more valuable anan individual

Roelof Botha“Forget about adding ‘viral’ to your marketing to-do list after your product is already on the market. You need to bake it into your business model from the very beginning. Viral isn’t something you can just makehappen. It has to be inherent in your product." paypal youtube

Not Marketing.Not Advertising. Yes, marketing term, not talking about that, not a marketer, am an engineer • branding = marketing - do something cool, poeple will talk about it, one -off action = Do something that’s REALLY easy to spread to other people, mechanism not content

Viral LoopThe steps a user goes through betweenentering the site to inviting the next set of new users no mention of message or content simply an action proactive http://andrewchenblog.com/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/

Viral Loop

Viral LoopE

Viral LoopE A

Viral Loop A A A AE A A

Viral Loop A A A AE A A S

Adam Penenberg“Simply by designing your product the right way, youcan build a billion-dollar business from scratch.No advertising or marketing budget, no need for asales force, and venture capitalists will kill for thechance to throw money at you.” http://www.fastcompany.com/magazine/125/nings-infinite-ambition.html

Resistance is futile.

Theory is simple.Engineering is hard.

B.J. Fogg’s MassInterpersonal Persuasion http://www.bjfogg.com

PersuasiveExperience Experience created to change attiudes + behaours You need to make an impact to change passive bystanders into active users People’s attention is bombarded with many things hinges on social inﬂuence

What Makes Content Viral? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf

What Makes Content Viral? ? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf

What DoPeople Share?

The “Social Core”

Why DoPeople Share? http://www.bjfogg.com

“It’s so cool” “Everyone else Principle is doing it” Principle Experience created to change attiudes, behaours

Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer

reducing friciton

SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust communit friends vs. strangers

HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.

25% of Internet traffic is social

750M Users

120 Friends

20% on FB

10% on Twitter

Technology doesn’t matter. 25% paul revere

Hypothesis:1-1 > 1-Many

Let’s do anexperiment.

www.wil.lt/fowa

RapidCycle The persuasive experience can be distributed quickly from one person to another

Consider the Following ... E A S

Consider the Following ...

Consider the Following ...E

Consider the Following ...E A1

Consider the Following ... A2E A1

Consider the Following ... A2E A1 A3

Consider the Following ... A2 A4E A1 A3

Consider the Following ... A2 A4E A1 A3 S

Consider the Following ... A2 A4E A1 A3 S ?

Consider the Following ...

Consider the Following ... E

Consider the Following ... 2 months E A

Consider the Following ... 2 months E A 6 months S

Consider the Following ... 2 months E A ? 6 months S

Short cycletimes are key. internet has sped up viral cycle

Measured Impact The effect of the persuasive experience is obser vable by users and creators

Viral Coefficient

k-Factor

average number of additional users each new user brings inhttp://www.think-through.com/Blog/wp-content/uploads/2011/02/Viral-Growth.jpg

X*Y X = ave # invitesY = % invite acceptances Noah Kagan improve x: figure out a way to get them to send more invites. Or return more times to be able to invite more often. 1 increase y: work on ways the recipient is more likely to accept an invite. http://okdork.com/2008/04/22/learning-viral-the-basic-viral-model/

Phew ...

PersuasiveExperience Experience created to change attiudes + behaours You need to make an impact to change passive bystanders into active users People’s attention is bombarded with many things hinges on social inﬂuence

Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer

SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust community

HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.

RapidCycle The persuasive experience can be distributed quickly from one person to another

Measured Impact The effect of the persuasive experience is obser vable by users and creators

Andrew Chen’s “Crucial”Viral Loop Design Stages http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-designing-your-viral-loop/

OF VIRALITY

VIRAL LOOP

Strategize What is your value proposition? What is your social core? Develop your core stratgy around the loop How will a user move through your product and eventually invite their friends How does loop ﬁt with core productHow do users move through your product? what is your value prop Qualitative, predictive

ImplementRapid development of product + loop Focus on the MVP Develop your core stratgy around the loop How will a user move through your product and eventually invite their friends How does loop ﬁt with core product Lean code in multiple repositories what is your value prop Qualitative, predictive

ImplementRapid development of product + loop Focus on the MVP Rapid development of product and loop build both together focus on MVP keep code lean so you can iterate fast Lean code in multiple repositories prototype keep in separate repos

LaunchLaunch fast, get users fasterBeg, borrow, & steal traffic fast get trafﬁc quickly successful companies have often been enbarrassed by their ﬁrst product iteration Be embarrassed

Optimize{ Hypotheses } & { Tools to test them } hypothesis & tools to be able to test them A/B Test, Cohort Analysis A/B test every aspect Quantitavie, data driven decisions Try: shrink funnel steps Takes months, 2 outcomes rearragne look and feel diferent value prop wordings increase # invites tradeoff bet ween high growth potential and UX months

Refine Polish Focus on UX Only when working Polish, UX Become less embarrassedBecome less embarrassed if too much virality, great time to run tests

DoublePhew ...

Short cycletimes are key.

Need tools tomeasure & analyze.

Barbara@BarbaraEMac Barbara@GetWillet.com www.willetinc.com

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Actual Fowa

by Barbara Macdonald

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