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Actual Fowa
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Actual Fowa

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  • Transcript

    • 1. 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
    • 2. + ?
    • 3. Who is goingto succeed?
    • 4. Viral loops are core.
    • 5. WilletSocial
    • 6. Each user more valuable anan individual
    • 7. Each user more valuable anan individual
    • 8. Viral loops are core.
    • 9. 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
    • 10. 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
    • 11. 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/
    • 12. Viral Loop
    • 13. Viral LoopE
    • 14. Viral LoopE A
    • 15. Viral Loop A A A AE A A
    • 16. Viral Loop A A A AE A A S
    • 17. Viral Loop A A A AE A A S
    • 18. 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
    • 19. Resistance is futile.
    • 20. Theory is simple.Engineering is hard.
    • 21. B.J. Fogg’s MassInterpersonal Persuasion http://www.bjfogg.com
    • 22. 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
    • 23. What Makes Content Viral? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf
    • 24. What Makes Content Viral? ? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf
    • 25. What DoPeople Share?
    • 26. The “Social Core”
    • 27. Why DoPeople Share? http://www.bjfogg.com
    • 28. “It’s so cool” “Everyone else Principle is doing it” Principle Experience created to change attiudes, behaours
    • 29. Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer
    • 30. reducing friciton
    • 31. SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust communit friends vs. strangers
    • 32. HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.
    • 33. 25% of Internet traffic is social
    • 34. 750M Users
    • 35. 120 Friends
    • 36. 20% on FB
    • 37. 10% on Twitter
    • 38. Technology doesn’t matter. 25% paul revere
    • 39. Hypothesis:1-1 > 1-Many
    • 40. Let’s do anexperiment.
    • 41. www.wil.lt/fowa
    • 42. RapidCycle The persuasive experience can be distributed quickly from one person to another
    • 43. Consider the Following ... E A S
    • 44. Consider the Following ...
    • 45. Consider the Following ...E
    • 46. Consider the Following ...E A1
    • 47. Consider the Following ... A2E A1
    • 48. Consider the Following ... A2E A1 A3
    • 49. Consider the Following ... A2 A4E A1 A3
    • 50. Consider the Following ... A2 A4E A1 A3 S
    • 51. Consider the Following ... A2 A4E A1 A3 S ?
    • 52. Consider the Following ...
    • 53. Consider the Following ... E
    • 54. Consider the Following ... 2 months E A
    • 55. Consider the Following ... 2 months E A 6 months S
    • 56. Consider the Following ... 2 months E A ? 6 months S
    • 57. Short cycletimes are key. internet has sped up viral cycle
    • 58. Measured Impact The effect of the persuasive experience is obser vable by users and creators
    • 59. Viral Coefficient
    • 60. k-Factor
    • 61. average number of additional users each new user brings inhttp://www.think-through.com/Blog/wp-content/uploads/2011/02/Viral-Growth.jpg
    • 62. 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/
    • 63. Phew ...
    • 64. 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
    • 65. Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer
    • 66. SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust community
    • 67. HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.
    • 68. RapidCycle The persuasive experience can be distributed quickly from one person to another
    • 69. Measured Impact The effect of the persuasive experience is obser vable by users and creators
    • 70. Andrew Chen’s “Crucial”Viral Loop Design Stages http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-designing-your-viral-loop/
    • 71. OF VIRALITY
    • 72. VIRAL LOOP
    • 73. 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
    • 74. 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
    • 75. 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
    • 76. 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
    • 77. 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
    • 78. Refine Polish Focus on UX Only when working Polish, UX Become less embarrassedBecome less embarrassed if too much virality, great time to run tests
    • 79. DoublePhew ...
    • 80. Viral loops are core.
    • 81. Short cycletimes are key.
    • 82. Need tools tomeasure & analyze.
    • 83. Barbara@BarbaraEMac Barbara@GetWillet.com www.willetinc.com

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