To Catch a Virus Barbara Macdonald | @BarbaraEMac | Barbara@GetWillet.com
Barbara
Waterloo, Ontario
+   ?
Who is goingto succeed?
Viral loops are core.
WilletSocial
WriteThat.Name
Each user more valuable anan individual
Each user more valuable anan individual
Viral loops are core.
Roelof Botha“Forget about adding ‘viral’ to your marketing to-do list after your product is already on the     market. You...
Not Marketing.Not Advertising.            Yes, marketing term, not talking about that, not a            marketer, am an en...
Viral LoopThe steps a user goes through betweenentering the site to inviting the next set of                 new users    ...
Viral Loop
Viral LoopE
Viral LoopE                A
Viral Loop             A   A   A                     AE                A   A
Viral Loop             A   A   A                     AE                A   A       S
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 adve...
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 pas...
What Makes Content Viral?                                                  Experience created to                          ...
What Makes Content Viral?         ?                                        Experience created to                          ...
What DoPeople Share?
The “Social Core”
Why DoPeople Share?                http://www.bjfogg.com
“It’s so cool”   “Everyone else   Principle       is doing it”                    Principle                      Experienc...
Automated Structure             Digital technology             structures the persuasive             experience           ...
reducing friciton
SocialDistribution               The persuasive experience               is shared from one friend               to       ...
HugeSocialGraph         : The persuasive         experience can potentially         reach         millions of people      ...
25% of Internet traffic      is social
750M Users
120 Friends
20% on FB
10% on Twitter
Technology doesn’t     matter.               25%               paul revere
Let’s do anexperiment.
Hypothesis:1-1 > 1-Many
www.wil.lt/fowa
RapidCycle        The persuasive experience        can be distributed quickly        from one        person to another
Consider the Following ...
Consider the Following ...
Consider the Following ...    E
Consider the Following ...    E             A
Consider the Following ...    E             A           S
Consider the Following ...    E             A           S
Consider the Following ...
Consider the Following ...E
Consider the Following ...E           A1
Consider the Following ...E           A1      S
Consider the Following ...                 A2        A4E           A1        A3      S
Consider the Following ...                 A2        A4E           A1        A3      S
Consider the Following ...                 A2        A4E           A1        A3      S
Consider the Following ...                 A2        A4E           A1        A3      S
Consider the Following ...          2 months                     6 months
Consider the Following ...          2 months    E                     6 months
Consider the Following ...          2 months    E                A                     6 months
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
internet has sped up viralcycle
internet has sped up viralcycle
Users’ Momentum                                                                    2007     http://techcrunch.com/2007/05/...
Measured Impact            The effect of the           persuasive experience is           obser vable by           users a...
Viral Coefficient
k-Factor
average number of                                                  additional users each                                  ...
X*Y    X = ave # invitesY = % invite acceptances                              Noah Kagan                                  ...
Phew ...
PersuasiveExperience       Experience created to change attiudes + behaours       You need to make an impact to change pas...
Automated Structure             Digital technology             structures the persuasive             experience           ...
SocialDistribution               The persuasive experience               is shared from one friend               to       ...
HugeSocialGraph         : The persuasive         experience can potentially         reach         millions of people      ...
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 a...
Andrew Chen’s     “Crucial”Viral Loop Design       Stages       http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-d...
VIRAL LOOP
Strategize      Develop your core stratgy around the loop      How will a user move through your product and      eventual...
Implement      Rapid development of product and loop      build both together      focus on MVP      keep code lean so you...
Launch    fast    get traffic quickly    successful companies have often been enbarrassed by    their first product iteration
hypothesis & tools to be able to test them   A/B test every aspect   Quantitavie, data driven decisions   Try:   shrink fu...
Refine    Only when working    Polish, UX    Become less embarrassed    if too much virality, great time to run tests
DoublePhew ...
Viral loops are core.
Short cycletimes are key.
Needs tools tomeasure & analyze.
Future is mobile.
Barbara@BarbaraEMac Barbara@GetWillet.com                         www.willetinc.com
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  • Fowa

    1. 1. To Catch a Virus Barbara Macdonald | @BarbaraEMac | Barbara@GetWillet.com
    2. 2. Barbara
    3. 3. Waterloo, Ontario
    4. 4. + ?
    5. 5. Who is goingto succeed?
    6. 6. Viral loops are core.
    7. 7. WilletSocial
    8. 8. WriteThat.Name
    9. 9. Each user more valuable anan individual
    10. 10. Each user more valuable anan individual
    11. 11. Viral loops are core.
    12. 12. 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
    13. 13. 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
    14. 14. 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/
    15. 15. Viral Loop
    16. 16. Viral LoopE
    17. 17. Viral LoopE A
    18. 18. Viral Loop A A A AE A A
    19. 19. Viral Loop A A A AE A A S
    20. 20. Viral Loop A A A AE A A S
    21. 21. 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
    22. 22. Resistance is futile.
    23. 23. Theory is simple.Engineering is hard.
    24. 24. B.J. Fogg’s MassInterpersonal Persuasion http://www.bjfogg.com
    25. 25. 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
    26. 26. What Makes Content Viral? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf
    27. 27. What Makes Content Viral? ? Experience created to change attiudes, behaours http://marketing.wharton.upenn.edu/documents/research/virality.pdf
    28. 28. What DoPeople Share?
    29. 29. The “Social Core”
    30. 30. Why DoPeople Share? http://www.bjfogg.com
    31. 31. “It’s so cool” “Everyone else Principle is doing it” Principle Experience created to change attiudes, behaours
    32. 32. Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer
    33. 33. reducing friciton
    34. 34. SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust communit friends vs. strangers
    35. 35. HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.
    36. 36. 25% of Internet traffic is social
    37. 37. 750M Users
    38. 38. 120 Friends
    39. 39. 20% on FB
    40. 40. 10% on Twitter
    41. 41. Technology doesn’t matter. 25% paul revere
    42. 42. Let’s do anexperiment.
    43. 43. Hypothesis:1-1 > 1-Many
    44. 44. www.wil.lt/fowa
    45. 45. RapidCycle The persuasive experience can be distributed quickly from one person to another
    46. 46. Consider the Following ...
    47. 47. Consider the Following ...
    48. 48. Consider the Following ... E
    49. 49. Consider the Following ... E A
    50. 50. Consider the Following ... E A S
    51. 51. Consider the Following ... E A S
    52. 52. Consider the Following ...
    53. 53. Consider the Following ...E
    54. 54. Consider the Following ...E A1
    55. 55. Consider the Following ...E A1 S
    56. 56. Consider the Following ... A2 A4E A1 A3 S
    57. 57. Consider the Following ... A2 A4E A1 A3 S
    58. 58. Consider the Following ... A2 A4E A1 A3 S
    59. 59. Consider the Following ... A2 A4E A1 A3 S
    60. 60. Consider the Following ... 2 months 6 months
    61. 61. Consider the Following ... 2 months E 6 months
    62. 62. Consider the Following ... 2 months E A 6 months
    63. 63. Consider the Following ... 2 months E A 6 months S
    64. 64. Consider the Following ... 2 months E A 6 months S
    65. 65. Short cycletimes are key. internet has sped up viral cycle
    66. 66. internet has sped up viralcycle
    67. 67. internet has sped up viralcycle
    68. 68. Users’ Momentum 2007 http://techcrunch.com/2007/05/09/tagged-turns-profitable-may-be-fastest-growing-social-network/
    69. 69. Measured Impact The effect of the persuasive experience is obser vable by users and creators
    70. 70. Viral Coefficient
    71. 71. k-Factor
    72. 72. average number of additional users each new user brings inhttp://www.think-through.com/Blog/wp-content/uploads/2011/02/Viral-Growth.jpg
    73. 73. 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/
    74. 74. Phew ...
    75. 75. 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
    76. 76. Automated Structure Digital technology structures the persuasive experience Repeatable automated Strucutred by computer
    77. 77. SocialDistribution The persuasive experience is shared from one friend to another. FB = high-trust community
    78. 78. HugeSocialGraph : The persuasive experience can potentially reach millions of people connected through social ties or structured interactions.
    79. 79. RapidCycle The persuasive experience can be distributed quickly from one person to another
    80. 80. Measured Impact The effect of the persuasive experience is obser vable by users and creators
    81. 81. Andrew Chen’s “Crucial”Viral Loop Design Stages http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-designing-your-viral-loop/
    82. 82. VIRAL LOOP
    83. 83. Strategize 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 what is your value prop Qualitative, predictive
    84. 84. Implement Rapid development of product and loop build both together focus on MVP keep code lean so you can iterate fast prototype keep in separate repos
    85. 85. Launch fast get traffic quickly successful companies have often been enbarrassed by their first product iteration
    86. 86. hypothesis & tools to be able to test them A/B test every aspect Quantitavie, data driven decisions Try: shrink funnel steps rearragne look and feel diferent value prop wordingsOptimize increase # invites tradeoff bet ween high growth potential and UX months Hot OR Not: Greg Tseng bland colours >> garish backgrounds make pages dl faster smiley emoticon in emails increased by 10% outcomes: 1 working 2 not working
    87. 87. Refine Only when working Polish, UX Become less embarrassed if too much virality, great time to run tests
    88. 88. DoublePhew ...
    89. 89. Viral loops are core.
    90. 90. Short cycletimes are key.
    91. 91. Needs tools tomeasure & analyze.
    92. 92. Future is mobile.
    93. 93. Barbara@BarbaraEMac Barbara@GetWillet.com www.willetinc.com

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