0
Hacking the Facebook Platform:
My 7 Favorite Growth Hacks
A talk by
@ankurnagpal
I built everything you
probably hated on the
Facebook platform.
Here are my seven favorite hacks.
Want to hear my video
analysis for $1?
Click this screen and use the code
“SLIDESHAREONE”

Learn
Let’s get started.
1"
Friends with Benefits
How many Facebook friends do
you have?
How many Facebook friends do
you care about?
Yet most friend inviters sort
friends alphabetically
We can do better
We can sort by proximity of
friendship
(most number of common photo tags, profile
interaction, NOT number of mutual friends...
Or the target demographic for
your product?
Or by the smartphone they use?
(A beer if you figure this out)
How well does it work?
Increased the percentage of
invitations accepted 3x by targeting
gifts only to friends with lots of
shared photos.
Isn’t that easier (and less spammy)
than getting people to send 3x as
many requests?
2"
Artificial Scarcity
Want to increase the value of
anything?
Want to increase the value of
anything?
Make it scarce.
Send All Your Friends a Hug!
Send All Your Friends a Hug!
vs.
You Can Send 12 More Hugs Today.
What if they still don’t believe you?
Progress bar it.
You have sent 75% of your
available gifts for the day.
Making the number of friend
invites scarce led to more invites
being sent.
What else can artificial scarcity be
applied to?
(other than economic monopolies)
You can only spend $10 today.
You have spent 75% of your budget
today.
The best (and fucked up) part?
You do not have to enforce the
limit.
OMG I FOUND A GLITCH THE
GAME LETS ME SPEND ALL MY
MONEY
Want to hear my video
analysis for $1?
Click this screen and use the code
“SLIDESHAREONE”

Learn
3"
You
This works on platforms that have
a profile page and home page that
aggregates profile updates.
My Profile: Before
Ankur sent Jamie a flying kiss.
Send a Flying Kiss
My Ex GFs Newsfeed: Before
Ankur sent Jamie a flying kiss.
Send a Flying Kiss
Replace the target with “you” and
let the human ego do the rest.
My Profile: After
Ankur sent you a flying kiss.
Send a Flying Kiss
My Ex GFs Newsfeed: After
Ankur sent you a flying kiss.
Send a Flying Kiss
Inability to understand social media

+

The human ego

=
4"
Multiple Points of Entry
The Story of Brainfall
“Brainfall Personality Quizzes” was
the first quiz app on Facebook....
and they had better content.
Yet we had 10x the traffic that
Brainfall did in a matter of days.
Why?
We broke our quizzes into their
own independent applications.
Examples:
How Good a Lover Are You?
What Color Are You?
Dr. Phil’s Personality Test*
* Hello lawyers, No affiliation with D...
Not just personality quizzes.
Free Gifts
versus
Send Your Friends a Hug
Send Your Friends Bible Verses
Send Your Friends Diwali Cracker*
Works even better on mobile
because of search-based discovery.
TV Show Quote Game
versus
Seinfeld Quote Trivia Game
Family Guy Quote Game
Breaking Bad TV Show Quotes
5"
Now With UserGenerated Content
Multiple points of entry is super
powerful but tedious to maintain.
Solution:
Have users generate your multiple
points of entry.
Example: Udemy
Example: Meetup.com
Example: CrowdTilt
Now back to silly Facebook gifts.
My Solution:
Gift Application Creator.
Each user could create an
independent gift application with
no more than a gift name and
image.
Results:
+10,000+ applications created
+ More traffic than Linkedin, New York
Times and Yelp for a month.
+ Viral applicati...
The most popular applications
were an unidentifiable Russian
word, friendship bracelets, blessings
from God and flaming bags...
The downside?
The downside?
Penises.
The downside?
Penises. Lots of penises.
6"
A Pac-Man Story
Everyone in growth talks about the
importance of data.
Test. Measure. Optimize. Rinse.
Repeat.
Except data no longer distinguishes
you from the competition.
Everyone measures everything.
The Data Trap:
A tendency to optimize towards
the local maxima.
Solution:
Try weird shit. Often.
After getting bored of optimizing
feed stories, I decided to reward
whoever brought in the most new
people to my Pac-Man g...
Turns out gamers LOVED the idea
of a $2,000 replica Pac-Man
machine:
Result
Thousands of new users.
Result
Top two users ended up in an adbuying battle against their referral
link.
Takeaway
Replicating this probably won’t
work. Trying crazy shit will...
sometimes.
7"
The Blacklist of Doom
OH:
Don’t worry about your
competition.
Sadly
That does NOT apply to growth.
Growth channels saturate.
My 30-Minute Solution
Find the Facebook user ID of 2-3
employees at every company you
are concerned about.
Step 2
Add them to a “blacklist”
Now follow the pseudocode:
If (Current User is a Friend of
Anyone on the Blacklist)
<hide growth feature>
BOOM.
Thousands of potential
competitors blocked.
Want to get video analysis
of this deck for $1?
Click this screen and use the code
“SLIDESHAREONE”

Learn
Talk to me
@ankurnagpal
Upcoming SlideShare
Loading in...5
×

7 Lessons Learned in Hacking the Facebook Platform from @ankurnagpal

31,098

Published on

7 Favorite Growth Hacks from @ankurnagpal. Find more at learn.growhack.com

11 Comments
81 Likes
Statistics
Notes
No Downloads
Views
Total Views
31,098
On Slideshare
0
From Embeds
0
Number of Embeds
33
Actions
Shares
0
Downloads
233
Comments
11
Likes
81
Embeds 0
No embeds

No notes for slide

Transcript of "7 Lessons Learned in Hacking the Facebook Platform from @ankurnagpal"

  1. 1. Hacking the Facebook Platform: My 7 Favorite Growth Hacks
  2. 2. A talk by @ankurnagpal
  3. 3. I built everything you probably hated on the Facebook platform.
  4. 4. Here are my seven favorite hacks.
  5. 5. Want to hear my video analysis for $1? Click this screen and use the code “SLIDESHAREONE” Learn
  6. 6. Let’s get started.
  7. 7. 1" Friends with Benefits
  8. 8. How many Facebook friends do you have?
  9. 9. How many Facebook friends do you care about?
  10. 10. Yet most friend inviters sort friends alphabetically
  11. 11. We can do better
  12. 12. We can sort by proximity of friendship (most number of common photo tags, profile interaction, NOT number of mutual friends)
  13. 13. Or the target demographic for your product?
  14. 14. Or by the smartphone they use? (A beer if you figure this out)
  15. 15. How well does it work?
  16. 16. Increased the percentage of invitations accepted 3x by targeting gifts only to friends with lots of shared photos.
  17. 17. Isn’t that easier (and less spammy) than getting people to send 3x as many requests?
  18. 18. 2" Artificial Scarcity
  19. 19. Want to increase the value of anything?
  20. 20. Want to increase the value of anything? Make it scarce.
  21. 21. Send All Your Friends a Hug!
  22. 22. Send All Your Friends a Hug! vs. You Can Send 12 More Hugs Today.
  23. 23. What if they still don’t believe you?
  24. 24. Progress bar it.
  25. 25. You have sent 75% of your available gifts for the day.
  26. 26. Making the number of friend invites scarce led to more invites being sent.
  27. 27. What else can artificial scarcity be applied to? (other than economic monopolies)
  28. 28. You can only spend $10 today.
  29. 29. You have spent 75% of your budget today.
  30. 30. The best (and fucked up) part?
  31. 31. You do not have to enforce the limit.
  32. 32. OMG I FOUND A GLITCH THE GAME LETS ME SPEND ALL MY MONEY
  33. 33. Want to hear my video analysis for $1? Click this screen and use the code “SLIDESHAREONE” Learn
  34. 34. 3" You
  35. 35. This works on platforms that have a profile page and home page that aggregates profile updates.
  36. 36. My Profile: Before Ankur sent Jamie a flying kiss. Send a Flying Kiss
  37. 37. My Ex GFs Newsfeed: Before Ankur sent Jamie a flying kiss. Send a Flying Kiss
  38. 38. Replace the target with “you” and let the human ego do the rest.
  39. 39. My Profile: After Ankur sent you a flying kiss. Send a Flying Kiss
  40. 40. My Ex GFs Newsfeed: After Ankur sent you a flying kiss. Send a Flying Kiss
  41. 41. Inability to understand social media + The human ego =
  42. 42. 4" Multiple Points of Entry
  43. 43. The Story of Brainfall
  44. 44. “Brainfall Personality Quizzes” was the first quiz app on Facebook.... and they had better content.
  45. 45. Yet we had 10x the traffic that Brainfall did in a matter of days. Why?
  46. 46. We broke our quizzes into their own independent applications.
  47. 47. Examples: How Good a Lover Are You? What Color Are You? Dr. Phil’s Personality Test* * Hello lawyers, No affiliation with Dr. Phil
  48. 48. Not just personality quizzes.
  49. 49. Free Gifts versus Send Your Friends a Hug Send Your Friends Bible Verses Send Your Friends Diwali Cracker*
  50. 50. Works even better on mobile because of search-based discovery.
  51. 51. TV Show Quote Game versus Seinfeld Quote Trivia Game Family Guy Quote Game Breaking Bad TV Show Quotes
  52. 52. 5" Now With UserGenerated Content
  53. 53. Multiple points of entry is super powerful but tedious to maintain.
  54. 54. Solution: Have users generate your multiple points of entry.
  55. 55. Example: Udemy
  56. 56. Example: Meetup.com
  57. 57. Example: CrowdTilt
  58. 58. Now back to silly Facebook gifts.
  59. 59. My Solution: Gift Application Creator.
  60. 60. Each user could create an independent gift application with no more than a gift name and image.
  61. 61. Results: +10,000+ applications created + More traffic than Linkedin, New York Times and Yelp for a month. + Viral applications that I would not have dreamt about.
  62. 62. The most popular applications were an unidentifiable Russian word, friendship bracelets, blessings from God and flaming bags of poop.
  63. 63. The downside?
  64. 64. The downside? Penises.
  65. 65. The downside? Penises. Lots of penises.
  66. 66. 6" A Pac-Man Story
  67. 67. Everyone in growth talks about the importance of data.
  68. 68. Test. Measure. Optimize. Rinse. Repeat.
  69. 69. Except data no longer distinguishes you from the competition. Everyone measures everything.
  70. 70. The Data Trap: A tendency to optimize towards the local maxima.
  71. 71. Solution: Try weird shit. Often.
  72. 72. After getting bored of optimizing feed stories, I decided to reward whoever brought in the most new people to my Pac-Man game....
  73. 73. Turns out gamers LOVED the idea of a $2,000 replica Pac-Man machine:
  74. 74. Result Thousands of new users.
  75. 75. Result Top two users ended up in an adbuying battle against their referral link.
  76. 76. Takeaway Replicating this probably won’t work. Trying crazy shit will... sometimes.
  77. 77. 7" The Blacklist of Doom
  78. 78. OH: Don’t worry about your competition.
  79. 79. Sadly That does NOT apply to growth. Growth channels saturate.
  80. 80. My 30-Minute Solution Find the Facebook user ID of 2-3 employees at every company you are concerned about.
  81. 81. Step 2 Add them to a “blacklist”
  82. 82. Now follow the pseudocode: If (Current User is a Friend of Anyone on the Blacklist) <hide growth feature>
  83. 83. BOOM. Thousands of potential competitors blocked.
  84. 84. Want to get video analysis of this deck for $1? Click this screen and use the code “SLIDESHAREONE” Learn
  85. 85. Talk to me @ankurnagpal
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×