The Wisdom Of Crowds        CROWDSOURCING FOR PRODUCERS   Blaine Graboyes – April 30, 2012 – The New School
The crowdsourcing phenomenon has had many successstories in the entertainment industry in recent years, fromYair Landau’s ...
How do you makedecisions from crowds?       Metrics!
Let’s examine one of themost powerful metrics...       K-Factor
K-Factor = Crowds
K-Factor defines theviral rate of social growth
How did CityVille                 How did Pinterestreach 70MM players?              acquire 20MM new users?   K-Factor    ...
K-Factor   ...is also known as the viral coefficient and            is borrowed from epidemiology where it               de...
K-Factor is the product of distribution and infection        "Distribution" measures how many        people, on average, a...
K-Factor is a product of the rates of distribution and infection for an app (or virus)                           K-Factor ...
Example OfDramatic Growth  via K-FactorCityVille GrowthIn One Month!                   Data From: Silicon Alley Insider
Example OfDistribution Activity40-60% Of Pinners Are Active Hosts!                        Data From: RJ Metrics
Example OfDramatic Growth  via K-FactorDraw Something In One Month!                  Data From: AppData.com
Example Of Dramatic Growth   via K-Factor      Instagramvs. Facebook & Flickr                        Data From: mattryall....
If you are not currently tracking these metrics  STOP EVERYTHING and implement a basicmetrics program today!              ...
Fundraising        Donation      Donors           Donors$59,000,000 ÷        $10     =   5,900,000        5,900,000       ...
Fundraising        Donation          Donors                               Donors$59,000,000 ÷        $10     =      5,900,...
“If you don’t have any facts,      we’ll just use my opinion.”– Jim Barksdale (former president and CEO of Netscape)      ...
blaineglobalFor Tips On Improving K-Factor Download:       blaineglobal.com/metrics.pdf
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The Wisdom Of Crowds

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The Wisdom Of Crowds

  1. 1. The Wisdom Of Crowds CROWDSOURCING FOR PRODUCERS Blaine Graboyes – April 30, 2012 – The New School
  2. 2. The crowdsourcing phenomenon has had many successstories in the entertainment industry in recent years, fromYair Landau’s crowd-sourced animation project in 2008, to the phenomenal rise of Kickstarter for crowd funding. Now, crowdsourcing is being used by major brands tomake marketing decisions; motivate feature film and t.v. audiences, and create dedicated distribution channels.This session will examine different angles of crowdsourcing.
  3. 3. How do you makedecisions from crowds? Metrics!
  4. 4. Let’s examine one of themost powerful metrics... K-Factor
  5. 5. K-Factor = Crowds
  6. 6. K-Factor defines theviral rate of social growth
  7. 7. How did CityVille How did Pinterestreach 70MM players? acquire 20MM new users? K-Factor How did Draw Something grab 35MM players? How did Instagram inspire 1B photos?
  8. 8. K-Factor ...is also known as the viral coefficient and is borrowed from epidemiology where it describes the spread of actual viruses Image From: Spreading Patterns of Mobile Phone Viruses
  9. 9. K-Factor is the product of distribution and infection "Distribution" measures how many people, on average, a host will make contact with while still infectious K-Factor = Distribution x Infection "Infection" measures how likely a person is, on average, to also become infected after contact with a viral host Excerpt From: Wikipedia
  10. 10. K-Factor is a product of the rates of distribution and infection for an app (or virus) K-Factor Rules Of Thumb "Distribution" measures how many people, on average, a host will make contact with while still infectious If K-Factor is.... < 1 than your in decline and needx Infection K-Factor = Distribution to make improvements = 1 than your in a ‘steady state’ with no growth > 1 than you are experiencing some degree of viral growtha "Infection" measures how likely ≥ 1.5 than you are minting your own gold coins to) also become person is, on average, : infected after contact with a viral host
  11. 11. Example OfDramatic Growth via K-FactorCityVille GrowthIn One Month! Data From: Silicon Alley Insider
  12. 12. Example OfDistribution Activity40-60% Of Pinners Are Active Hosts! Data From: RJ Metrics
  13. 13. Example OfDramatic Growth via K-FactorDraw Something In One Month! Data From: AppData.com
  14. 14. Example Of Dramatic Growth via K-Factor Instagramvs. Facebook & Flickr Data From: mattryall.net
  15. 15. If you are not currently tracking these metrics STOP EVERYTHING and implement a basicmetrics program today! Sketch From: VisionHelp
  16. 16. Fundraising Donation Donors Donors$59,000,000 ÷ $10 = 5,900,000 5,900,000 ÷Participants Actions Contacts Contacts 450,000 x 10 = 4,500,000 4,500,000 = K-Factor = Distribution x Infection 1.3
  17. 17. Fundraising Donation Donors Donors$59,000,000 ÷ $10 = 5,900,000 5,900,000 ÷Participants Actions Contacts Contacts 450,000 x 10 = 4,500,000 4,500,000 = Each Distribution Resulted In 1.3 Infections K-Factor = Distribution x Infection 1.3 K-Factor = 1 x 1.3 K-Factor = 1.3 Example From: Movember.com
  18. 18. “If you don’t have any facts, we’ll just use my opinion.”– Jim Barksdale (former president and CEO of Netscape) Excerpt From: Data Driven Decisions For Startups
  19. 19. blaineglobalFor Tips On Improving K-Factor Download: blaineglobal.com/metrics.pdf

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