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Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
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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.

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.

Published in: Technology, Business
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  • Thanks for Sharing Maxim, extremely useful!
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  • what is Use Drives Use. I dont find any information about that term. Thanks!
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  • There are solutions today that makes it easy to initiate and increase the word of mouth marketing - adding buzzdoes for example (www.buzzdoes.com) to the mobile app can help creating a viral effect and does WOM (word of mouth marketing) automatically for any app that uses it.
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  • 앱 마케팅 좋은 자료.
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  • nice work, thanks !
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  • 1.
  • 2. Summary<br />
  • 3. Summary<br />Viral Loops create exponential growth<br />
  • 4. Summary<br />Viral Loops create exponential growth<br />
  • 5. Summary<br />Viral Loops create exponential growth<br />This is a good<br />problem<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 />
  • 8. Summary<br />Viral Loops create exponential growth<br />Viral Loops are cheap<br />Viral Loops must be built into your product<br />
  • 9.
  • 10.
  • 11. Introduction<br />What is a Viral Loop?<br />
  • 12. Viral Loop:<br />A self-fueling action loop thatdrives users to create more users.<br />
  • 13. Example:<br />
  • 14. Example:<br />Not Viral: please come to my party.<br />
  • 15. Example:<br />Not Viral: please come to my party.<br />Marketing 1.0<br />
  • 16. Example:<br />Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!<br />
  • 17. 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 />
  • 18. 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 />
  • 19. Viral Loop:<br />A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.<br />
  • 20. Example:<br />Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!<br />
  • 21. 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 />
  • 22. Is This A New Thing?<br />
  • 23. Is This A New Thing?<br />No.<br />
  • 24. Is This A New Thing?<br />All social memes areViral Loops.<br />
  • 25. Is This A New Thing?<br />
  • 26. Is This A New Thing?<br />
  • 27. Is This A New Thing?<br />
  • 28. Is This A New Thing?<br />It’s still viraleven when transmittedvia town crier.<br />
  • 29. Viral Loops Are:<br />
  • 30. Viral Loops Are:<br />Self-Spreading<br />
  • 31. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />
  • 32. Viral Loops Are:<br />Self-Spreading<br />They use existing social mechanisms<br />You trust your friends<br />
  • 33. 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 />
  • 34. 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 />
  • 35. Viral Loops Are:<br />Inexpensive<br />
  • 36. Viral Loops Are:<br />Inexpensive<br />Cost = Almost Zero<br />
  • 37. Viral Loops Are:<br />Inexpensive<br />Cost of Acquisition<br />
  • 38. Viral Loops Are:<br />
  • 39. Viral Loops Are:<br />Initial Cost of Acquisitionis high per person.<br />It drops to almost zero over time.<br />
  • 40. Viral Loops Are:<br />Exponential<br />
  • 41. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />
  • 42. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />2 x 2 = 4<br />
  • 43. Viral Loops Are:<br />Exponential<br />1 person recruits 1 more person<br />2 x 2 = 4<br />4 x 4 = 16<br />
  • 44. 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 />
  • 45. Ok, so all of that is great, buthow do they work?<br />
  • 46. 4 Stages<br />
  • 47. 4 Stages<br />
  • 48. Stage 1: Attract<br />On Ramps<br />
  • 49. Stage 1: Attract<br />On Ramps<br />Active:<br />
  • 50. 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
  • 51. Interrupt and Annoy</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family
  • 52. Interrupt and Annoy
  • 53. Ad Words</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Active:<br /><ul><li>Friends and Family
  • 54. Interrupt and Annoy
  • 55. Ad Words
  • 56. Early stages may require desperate measures</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br />
  • 57. 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)
  • 58. Be an Expert</li></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  • 59. Be an Expert
  • 60. Reviews</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></li></ul><li>Stage 1: Attract<br />On Ramps<br />Passive:<br /><ul><li>Search Engines (SEO)
  • 64. Be an Expert
  • 65. Reviews
  • 66. Word of Mouse</li></ul>Congratulations, you went viral!<br />
  • 67. Stage 2: Capture<br />Engagement<br />
  • 68. Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  • 69. It just works</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  • 70. It just works
  • 71. Beware Off Ramps</li></li></ul><li>Stage 2: Capture<br />Engagement<br /><ul><li>Immediately useful
  • 72. It just works
  • 73. Beware Off Ramps
  • 74. I don’t get it
  • 75. It’s broken
  • 76. You’re annoying me</li></li></ul><li>Stage 3: Spread<br />Sharing<br />
  • 77. 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
  • 78. Obvious reasons </li></li></ul><li>Stage 4: Grow<br />Engagement<br />
  • 79. Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect</li></li></ul><li>Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect
  • 80. Use Drives Use</li></li></ul><li>Stage 4: Grow<br />Engagement<br /><ul><li>Multiplier effect
  • 81. Use Drives Use</li></ul>Important!<br />
  • 82. 4 Stages<br />
  • 83. Examples<br />
  • 84. Examples<br />Ebay<br />
  • 85. Examples<br />Ebay<br />Attract: extremely strong<br />
  • 86. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />
  • 87. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />
  • 88. Examples<br />Ebay<br />Attract: extremely strong<br />Capture: extremely strong<br />Spread: very weak<br />Grow: nothing. Nada. Zilch.<br />
  • 89. 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 />
  • 90. 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 />
  • 91. Examples<br />Twitter<br />
  • 92. Examples<br />Twitter<br />Attract: moderately strong<br />
  • 93. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />
  • 94. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />
  • 95. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />
  • 96. Examples<br />Twitter<br />Attract: moderately strong<br />Capture: strong<br />Very few off ramps<br />Spread: moderate<br />Grow: moderate<br />
  • 97. 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 />
  • 98. 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 />
  • 99. Examples<br />Facebook<br />
  • 100. Examples<br />Facebook<br />Attract: strong<br />
  • 101. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />
  • 102. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />Spread: strong<br />
  • 103. Examples<br />Facebook<br />Attract: strong<br />Capture: strong<br />Spread: strong<br />Grow: extremely strong<br />
  • 104. 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 />
  • 105. Time To Get Rich<br />
  • 106. Time To Get Rich<br />
  • 107. Build a Viral Loop<br />
  • 108. Build a Viral Loop<br />Plan Your Loop First<br />
  • 109. Build a Viral Loop<br />Plan Your Loop First<br />Build Product Second<br />
  • 110. Build a Viral Loop<br />Plan Your Loop First<br />Build Product Second<br />
  • 111. Build a Viral Loop<br />Phase 1: Attract<br />
  • 112. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />
  • 113. Build a Viral Loop<br />Phase 1: Attract<br />Make your usefulness obvious<br />Sign up should be insanely easy<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 />
  • 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 />
  • 116. 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 />
  • 117. 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 />
  • 118. 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 />
  • 119. Build a Viral Loop<br />Phase 2: Capture<br />
  • 120. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />
  • 121. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />Immediately Useful<br />
  • 122. Build a Viral Loop<br />Phase 2: Capture<br />Simple<br />Immediately Useful<br />It just works<br />
  • 123. Build a Viral Loop<br />Phase 2: Capture<br />A simple, usable, stable app is much better than a complex, hard, buggy one<br />
  • 124. 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 />
  • 125. 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 />
  • 126. Build a Viral Loop<br />Phase 3: Spread<br />
  • 127. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />
  • 128. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />Reasons for sharing<br />
  • 129. Build a Viral Loop<br />Phase 3: Spread<br />Easy to share<br />Reasons for sharing<br />Direct rewards (Dropbox)<br />
  • 130. 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 />
  • 131. Build a Viral Loop<br />Phase 4: Grow<br />
  • 132. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />
  • 133. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />More people = more useful<br />
  • 134. Build a Viral Loop<br />Phase 4: Grow<br />Network effect<br />More people = more useful<br />UDU: Use Drives Use<br />
  • 135. 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 />
  • 136. Worksheet:<br />Attract<br />Capture<br />Spread<br />Grow<br />
  • 137. 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 />
  • 138. 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 />
  • 139. 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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