Viral Loops: Making Self-Marketing Apps

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An overview of how to build applications that have built-in mechanisms for driving users to recruit additional users through normal use of the application.

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Viral Loops: Making Self-Marketing Apps

  1. Summary<br />
  2. Summary<br />Viral Loops create exponential growth<br />
  3. Summary<br />Viral Loops create exponential growth<br />
  4. Summary<br />Viral Loops create exponential growth<br />This is a good<br />problem<br />
  5. Summary<br />Viral Loops create exponential growth<br />Viral Loops are cheap<br />
  6. Summary<br />Viral Loops create exponential growth<br />Viral Loops are cheap<br />
  7. Summary<br />Viral Loops create exponential growth<br />Viral Loops are cheap<br />Viral Loops must be built into your product<br />
  8. Introduction<br />What is a Viral Loop?<br />
  9. Viral Loop:<br />A self-fueling action loop thatdrives users to create more users.<br />
  10. Example:<br />
  11. Example:<br />Not Viral: please come to my party.<br />
  12. Example:<br />Not Viral: please come to my party.<br />Marketing 1.0<br />
  13. Example:<br />Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!<br />
  14. Example:<br />Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!<br />Viral Marketing<br />
  15. Example:<br />Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!<br />Not a Loop Yet<br />
  16. Viral Loop:<br />A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.<br />
  17. Example:<br />Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!<br />
  18. Example:<br />Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!<br />Now it’s a loop<br />
  19. Is This A New Thing?<br />
  20. Is This A New Thing?<br />No.<br />
  21. Is This A New Thing?<br />All social memes areViral Loops.<br />
  22. Is This A New Thing?<br />
  23. Is This A New Thing?<br />
  24. Is This A New Thing?<br />
  25. Is This A New Thing?<br />It’s still viraleven when transmittedvia town crier.<br />
  26. Viral Loops Are:<br />
  27. Viral Loops Are:<br />Self-Spreading<br />
  28. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />
  29. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />You trust your friends<br />
  30. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />You trust your friends<br />You want to do what your friends do<br />
  31. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />You trust your friends<br />You want to do what your friends do<br />Telling your friends about something new makes you cool<br />
  32. Viral Loops Are:<br />Inexpensive<br />
  33. Viral Loops Are:<br />Inexpensive<br />Cost = Almost Zero<br />
  34. Viral Loops Are:<br />Inexpensive<br />Cost of Acquisition<br />
  35. Viral Loops Are:<br />
  36. Viral Loops Are:<br />Initial Cost of Acquisitionis high per person.<br />It drops to almost zero over time.<br />
  37. Viral Loops Are:<br />Exponential<br />
  38. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />
  39. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />2 x 2 = 4<br />
  40. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />2 x 2 = 4<br />4 x 4 = 16<br />
  41. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />2 x 2 = 4<br />4 x 4 = 16<br />You’re smart and can do math<br />
  42. Ok, so all of that is great, buthow do they work?<br />
  43. 4 Stages<br />
  44. 4 Stages<br />
  45. Stage 1: Attract<br />On Ramps<br />
  46. Stage 1: Attract<br />On Ramps<br />Active:<br />
  47. Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family
  48. Interrupt and Annoy</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family
  49. Interrupt and Annoy
  50. Ad Words</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family
  51. Interrupt and Annoy
  52. Ad Words
  53. Early stages may require desperate measures</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br />
  54. Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  55. Be an Expert</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  56. Be an Expert
  57. Reviews</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  58. Be an Expert
  59. Reviews
  60. Word of Mouse</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  61. Be an Expert
  62. Reviews
  63. Word of Mouse</li></ul>Congratulations, you went viral!<br />
  64. Stage 2: Capture<br />Engagement<br />
  65. Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  66. It just works</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  67. It just works
  68. Beware Off Ramps</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  69. It just works
  70. Beware Off Ramps
  71. I don’t get it
  72. It’s broken
  73. You’re annoying me</li></li></ul><li>Stage 3: Spread<br />Sharing<br />
  74. Stage 3: Spread<br />Sharing<br /><ul><li>Easy to share</li></li></ul><li>Stage 3: Spread<br />Sharing<br /><ul><li>Easy to share
  75. Obvious reasons </li></li></ul><li>Stage 4: Grow<br />Engagement<br />
  76. Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect</li></li></ul><li>Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect
  77. Use Drives Use</li></li></ul><li>Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect
  78. Use Drives Use</li></ul>Important!<br />
  79. 4 Stages<br />
  80. Examples<br />
  81. Examples<br />Ebay<br />
  82. Examples<br />Ebay<br />Attract: extremely strong<br />
  83. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />
  84. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />
  85. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />Grow: nothing. Nada. Zilch.<br />
  86. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />Grow: nothing. Nada. Zilch.<br />Maybe this is their problem<br />
  87. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />Grow: nothing. Nada. Zilch.<br />Maybe this is their problem<br />They should be Groupon<br />
  88. Examples<br />Twitter<br />
  89. Examples<br />Twitter<br />Attract: moderately strong<br />
  90. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />
  91. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />
  92. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />
  93. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />Grow: moderate<br />
  94. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />Grow: moderate<br />Off Ramp: too much noise<br />
  95. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />Grow: moderate<br />Off Ramp: too much noise<br />Use Kills Use<br />
  96. Examples<br />Facebook<br />
  97. Examples<br />Facebook<br />Attract: strong<br />
  98. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />
  99. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />Spread: strong<br />
  100. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />Spread: strong<br />Grow: extremely strong<br />
  101. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />Spread: strong<br />Grow: extremely strong<br />One of the best examples of UDU<br />
  102. Time To Get Rich<br />
  103. Time To Get Rich<br />
  104. Build a Viral Loop<br />
  105. Build a Viral Loop<br />Plan Your Loop First<br />
  106. Build a Viral Loop<br />Plan Your Loop First<br />Build Product Second<br />
  107. Build a Viral Loop<br />Plan Your Loop First<br />Build Product Second<br />
  108. Build a Viral Loop<br />Phase 1: Attract<br />
  109. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />
  110. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />
  111. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />Sign up is a big Off Ramp<br />
  112. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />Sign up is a big Off Ramp<br />Use Facebook Connect, etc.<br />
  113. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />Sign up is a big Off Ramp<br />Use Facebook Connect, etc.<br />Free<br />
  114. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />Sign up is a big Off Ramp<br />Use Facebook Connect, etc.<br />Free<br />Payment is an Off Ramp<br />
  115. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<br />Sign up is a big Off Ramp<br />Use Facebook Connect, etc.<br />Free<br />Payment is an Off Ramp<br />Convince them, then let them pay for more<br />
  116. Build a Viral Loop<br />Phase 2: Capture<br />
  117. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />
  118. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />Immediately Useful<br />
  119. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />Immediately Useful<br />It just works<br />
  120. Build a Viral Loop<br />Phase 2: Capture<br />A simple, usable, stable app is much better than a complex, hard, buggy one<br />
  121. Build a Viral Loop<br />Phase 2: Capture<br />A simple, usable, stable app is much better than a complex, hard, buggy one<br />Most people get this wrong.<br />
  122. Build a Viral Loop<br />Phase 2: Capture<br />A simple, usable, stable app is much better than a complex, hard, buggy one<br />So will you.<br />
  123. Build a Viral Loop<br />Phase 3: Spread<br />
  124. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />
  125. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />Reasons for sharing<br />
  126. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />Reasons for sharing<br />Direct rewards (Dropbox)<br />
  127. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />Reasons for sharing<br />Direct rewards (Dropbox)<br />Inherent usefulness (Facebook)<br />
  128. Build a Viral Loop<br />Phase 4: Grow<br />
  129. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />
  130. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />More people = more useful<br />
  131. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />More people = more useful<br />UDU: Use Drives Use<br />
  132. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />More people = more useful<br />UDU: Use Drives Use<br />This part is hard<br />
  133. Worksheet:<br />Attract<br />Capture<br />Spread<br />Grow<br />
  134. Worksheet:<br />Attract<br />Capture<br />Spread<br />Grow<br />Don’t build your app until you have compelling features in all four columns.<br />
  135. Conclusion<br />Plan your loop, then your product<br />Cost of Acquisition<br />Word of Mouse<br />Use Drives Use<br />Eliminate Off Ramps<br />
  136. Who the heck is this?<br />Josh Jeffryes<br />Creative Director at BusyEvent<br />www.busyevent.com<br />www.jjeffryes.com<br />Jjeffryes.blogspot.com<br />@jjeffryes<br />jjeffryes@gmail.com<br />Linkedin/jjeffryes<br />www.meetup.com/design<br />

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