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 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.
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?
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
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
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
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.net
If you are not currently tracking these metrics STOP EVERYTHING and implement a basicmetrics program today! Sketch From: VisionHelp
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
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
“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
blaineglobalFor Tips On Improving K-Factor Download: blaineglobal.com/metrics.pdf