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Viral Loops: Making Self-Marketing Apps
 

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.

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  • Full Name Full Name Comment goes here.
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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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    Viral Loops: Making Self-Marketing Apps Viral Loops: Making Self-Marketing Apps Presentation Transcript

    • Summary
    • Summary
      Viral Loops create exponential growth
    • Summary
      Viral Loops create exponential growth
    • Summary
      Viral Loops create exponential growth
      This is a good
      problem
    • Summary
      Viral Loops create exponential growth
      Viral Loops are cheap
    • Summary
      Viral Loops create exponential growth
      Viral Loops are cheap
    • Summary
      Viral Loops create exponential growth
      Viral Loops are cheap
      Viral Loops must be built into your product
    • Introduction
      What is a Viral Loop?
    • Viral Loop:
      A self-fueling action loop thatdrives users to create more users.
    • Example:
    • Example:
      Not Viral: please come to my party.
    • Example:
      Not Viral: please come to my party.
      Marketing 1.0
    • Example:
      Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
    • Example:
      Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
      Viral Marketing
    • Example:
      Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
      Not a Loop Yet
    • Viral Loop:
      A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.
    • Example:
      Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!
    • Example:
      Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!
      Now it’s a loop
    • Is This A New Thing?
    • Is This A New Thing?
      No.
    • Is This A New Thing?
      All social memes areViral Loops.
    • Is This A New Thing?
    • Is This A New Thing?
    • Is This A New Thing?
    • Is This A New Thing?
      It’s still viraleven when transmittedvia town crier.
    • Viral Loops Are:
    • Viral Loops Are:
      Self-Spreading
    • Viral Loops Are:
      Self-Spreading
      They use existing social mechanisms
    • Viral Loops Are:
      Self-Spreading
      They use existing social mechanisms
      You trust your friends
    • Viral Loops Are:
      Self-Spreading
      They use existing social mechanisms
      You trust your friends
      You want to do what your friends do
    • Viral Loops Are:
      Self-Spreading
      They use existing social mechanisms
      You trust your friends
      You want to do what your friends do
      Telling your friends about something new makes you cool
    • Viral Loops Are:
      Inexpensive
    • Viral Loops Are:
      Inexpensive
      Cost = Almost Zero
    • Viral Loops Are:
      Inexpensive
      Cost of Acquisition
    • Viral Loops Are:
    • Viral Loops Are:
      Initial Cost of Acquisitionis high per person.
      It drops to almost zero over time.
    • Viral Loops Are:
      Exponential
    • Viral Loops Are:
      Exponential
      1 person recruits 1 more person
    • Viral Loops Are:
      Exponential
      1 person recruits 1 more person
      2 x 2 = 4
    • Viral Loops Are:
      Exponential
      1 person recruits 1 more person
      2 x 2 = 4
      4 x 4 = 16
    • Viral Loops Are:
      Exponential
      1 person recruits 1 more person
      2 x 2 = 4
      4 x 4 = 16
      You’re smart and can do math
    • Ok, so all of that is great, buthow do they work?
    • 4 Stages
    • 4 Stages
    • Stage 1: Attract
      On Ramps
    • Stage 1: Attract
      On Ramps
      Active:
    • Stage 1: Attract
      On Ramps
      Active:
      • Friends and Family
    • Stage 1: Attract
      On Ramps
      Active:
      • Friends and Family
      • Interrupt and Annoy
    • Stage 1: Attract
      On Ramps
      Active:
      • Friends and Family
      • Interrupt and Annoy
      • Ad Words
    • Stage 1: Attract
      On Ramps
      Active:
      • Friends and Family
      • Interrupt and Annoy
      • Ad Words
      • Early stages may require desperate measures
    • Stage 1: Attract
      On Ramps
      Passive:
    • Stage 1: Attract
      On Ramps
      Passive:
      • Search Engines (SEO)
    • Stage 1: Attract
      On Ramps
      Passive:
      • Search Engines (SEO)
      • Be an Expert
    • Stage 1: Attract
      On Ramps
      Passive:
      • Search Engines (SEO)
      • Be an Expert
      • Reviews
    • Stage 1: Attract
      On Ramps
      Passive:
      • Search Engines (SEO)
      • Be an Expert
      • Reviews
      • Word of Mouse
    • Stage 1: Attract
      On Ramps
      Passive:
      • Search Engines (SEO)
      • Be an Expert
      • Reviews
      • Word of Mouse
      Congratulations, you went viral!
    • Stage 2: Capture
      Engagement
    • Stage 2: Capture
      Engagement
      • Immediately useful
    • Stage 2: Capture
      Engagement
      • Immediately useful
      • It just works
    • Stage 2: Capture
      Engagement
      • Immediately useful
      • It just works
      • Beware Off Ramps
    • Stage 2: Capture
      Engagement
      • Immediately useful
      • It just works
      • Beware Off Ramps
      • I don’t get it
      • It’s broken
      • You’re annoying me
    • Stage 3: Spread
      Sharing
    • Stage 3: Spread
      Sharing
      • Easy to share
    • Stage 3: Spread
      Sharing
      • Easy to share
      • Obvious reasons
    • Stage 4: Grow
      Engagement
    • Stage 4: Grow
      Engagement
      • Multiplier effect
    • Stage 4: Grow
      Engagement
      • Multiplier effect
      • Use Drives Use
    • Stage 4: Grow
      Engagement
      • Multiplier effect
      • Use Drives Use
      Important!
    • 4 Stages
    • Examples
    • Examples
      Ebay
    • Examples
      Ebay
      Attract: extremely strong
    • Examples
      Ebay
      Attract: extremely strong
      Capture: extremely strong
    • Examples
      Ebay
      Attract: extremely strong
      Capture: extremely strong
      Spread: very weak
    • Examples
      Ebay
      Attract: extremely strong
      Capture: extremely strong
      Spread: very weak
      Grow: nothing. Nada. Zilch.
    • Examples
      Ebay
      Attract: extremely strong
      Capture: extremely strong
      Spread: very weak
      Grow: nothing. Nada. Zilch.
      Maybe this is their problem
    • Examples
      Ebay
      Attract: extremely strong
      Capture: extremely strong
      Spread: very weak
      Grow: nothing. Nada. Zilch.
      Maybe this is their problem
      They should be Groupon
    • Examples
      Twitter
    • Examples
      Twitter
      Attract: moderately strong
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
      Very few off ramps
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
      Very few off ramps
      Spread: moderate
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
      Very few off ramps
      Spread: moderate
      Grow: moderate
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
      Very few off ramps
      Spread: moderate
      Grow: moderate
      Off Ramp: too much noise
    • Examples
      Twitter
      Attract: moderately strong
      Capture: strong
      Very few off ramps
      Spread: moderate
      Grow: moderate
      Off Ramp: too much noise
      Use Kills Use
    • Examples
      Facebook
    • Examples
      Facebook
      Attract: strong
    • Examples
      Facebook
      Attract: strong
      Capture: strong
    • Examples
      Facebook
      Attract: strong
      Capture: strong
      Spread: strong
    • Examples
      Facebook
      Attract: strong
      Capture: strong
      Spread: strong
      Grow: extremely strong
    • Examples
      Facebook
      Attract: strong
      Capture: strong
      Spread: strong
      Grow: extremely strong
      One of the best examples of UDU
    • Time To Get Rich
    • Time To Get Rich
    • Build a Viral Loop
    • Build a Viral Loop
      Plan Your Loop First
    • Build a Viral Loop
      Plan Your Loop First
      Build Product Second
    • Build a Viral Loop
      Plan Your Loop First
      Build Product Second
    • Build a Viral Loop
      Phase 1: Attract
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
      Sign up is a big Off Ramp
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
      Sign up is a big Off Ramp
      Use Facebook Connect, etc.
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
      Sign up is a big Off Ramp
      Use Facebook Connect, etc.
      Free
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
      Sign up is a big Off Ramp
      Use Facebook Connect, etc.
      Free
      Payment is an Off Ramp
    • Build a Viral Loop
      Phase 1: Attract
      Make your usefulness obvious
      Sign up should be insanely easy
      Sign up is a big Off Ramp
      Use Facebook Connect, etc.
      Free
      Payment is an Off Ramp
      Convince them, then let them pay for more
    • Build a Viral Loop
      Phase 2: Capture
    • Build a Viral Loop
      Phase 2: Capture
      Simple
    • Build a Viral Loop
      Phase 2: Capture
      Simple
      Immediately Useful
    • Build a Viral Loop
      Phase 2: Capture
      Simple
      Immediately Useful
      It just works
    • Build a Viral Loop
      Phase 2: Capture
      A simple, usable, stable app is much better than a complex, hard, buggy one
    • Build a Viral Loop
      Phase 2: Capture
      A simple, usable, stable app is much better than a complex, hard, buggy one
      Most people get this wrong.
    • Build a Viral Loop
      Phase 2: Capture
      A simple, usable, stable app is much better than a complex, hard, buggy one
      So will you.
    • Build a Viral Loop
      Phase 3: Spread
    • Build a Viral Loop
      Phase 3: Spread
      Easy to share
    • Build a Viral Loop
      Phase 3: Spread
      Easy to share
      Reasons for sharing
    • Build a Viral Loop
      Phase 3: Spread
      Easy to share
      Reasons for sharing
      Direct rewards (Dropbox)
    • Build a Viral Loop
      Phase 3: Spread
      Easy to share
      Reasons for sharing
      Direct rewards (Dropbox)
      Inherent usefulness (Facebook)
    • Build a Viral Loop
      Phase 4: Grow
    • Build a Viral Loop
      Phase 4: Grow
      Network effect
    • Build a Viral Loop
      Phase 4: Grow
      Network effect
      More people = more useful
    • Build a Viral Loop
      Phase 4: Grow
      Network effect
      More people = more useful
      UDU: Use Drives Use
    • Build a Viral Loop
      Phase 4: Grow
      Network effect
      More people = more useful
      UDU: Use Drives Use
      This part is hard
    • Worksheet:
      Attract
      Capture
      Spread
      Grow
    • Worksheet:
      Attract
      Capture
      Spread
      Grow
      Don’t build your app until you have compelling features in all four columns.
    • Conclusion
      Plan your loop, then your product
      Cost of Acquisition
      Word of Mouse
      Use Drives Use
      Eliminate Off Ramps
    • Who the heck is this?
      Josh Jeffryes
      Creative Director at BusyEvent
      www.busyevent.com
      www.jjeffryes.com
      Jjeffryes.blogspot.com
      @jjeffryes
      jjeffryes@gmail.com
      Linkedin/jjeffryes
      www.meetup.com/design