Actual Fowa

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  • Actual Fowa

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

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