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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  • 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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  • 1.
  • 2. Summary
  • 3. Summary
    Viral Loops create exponential growth
  • 4. Summary
    Viral Loops create exponential growth
  • 5. Summary
    Viral Loops create exponential growth
    This is a good
    problem
  • 6. Summary
    Viral Loops create exponential growth
    Viral Loops are cheap
  • 7. Summary
    Viral Loops create exponential growth
    Viral Loops are cheap
  • 8. Summary
    Viral Loops create exponential growth
    Viral Loops are cheap
    Viral Loops must be built into your product
  • 9.
  • 10.
  • 11. Introduction
    What is a Viral Loop?
  • 12. Viral Loop:
    A self-fueling action loop thatdrives users to create more users.
  • 13. Example:
  • 14. Example:
    Not Viral: please come to my party.
  • 15. Example:
    Not Viral: please come to my party.
    Marketing 1.0
  • 16. Example:
    Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
  • 17. Example:
    Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
    Viral Marketing
  • 18. Example:
    Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
    Not a Loop Yet
  • 19. Viral Loop:
    A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.
  • 20. Example:
    Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!
  • 21. 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
  • 22. Is This A New Thing?
  • 23. Is This A New Thing?
    No.
  • 24. Is This A New Thing?
    All social memes areViral Loops.
  • 25. Is This A New Thing?
  • 26. Is This A New Thing?
  • 27. Is This A New Thing?
  • 28. Is This A New Thing?
    It’s still viraleven when transmittedvia town crier.
  • 29. Viral Loops Are:
  • 30. Viral Loops Are:
    Self-Spreading
  • 31. Viral Loops Are:
    Self-Spreading
    They use existing social mechanisms
  • 32. Viral Loops Are:
    Self-Spreading
    They use existing social mechanisms
    You trust your friends
  • 33. Viral Loops Are:
    Self-Spreading
    They use existing social mechanisms
    You trust your friends
    You want to do what your friends do
  • 34. 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
  • 35. Viral Loops Are:
    Inexpensive
  • 36. Viral Loops Are:
    Inexpensive
    Cost = Almost Zero
  • 37. Viral Loops Are:
    Inexpensive
    Cost of Acquisition
  • 38. Viral Loops Are:
  • 39. Viral Loops Are:
    Initial Cost of Acquisitionis high per person.
    It drops to almost zero over time.
  • 40. Viral Loops Are:
    Exponential
  • 41. Viral Loops Are:
    Exponential
    1 person recruits 1 more person
  • 42. Viral Loops Are:
    Exponential
    1 person recruits 1 more person
    2 x 2 = 4
  • 43. Viral Loops Are:
    Exponential
    1 person recruits 1 more person
    2 x 2 = 4
    4 x 4 = 16
  • 44. 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
  • 45. Ok, so all of that is great, buthow do they work?
  • 46. 4 Stages
  • 47. 4 Stages
  • 48. Stage 1: Attract
    On Ramps
  • 49. Stage 1: Attract
    On Ramps
    Active:
  • 50. Stage 1: Attract
    On Ramps
    Active:
    • Friends and Family
  • Stage 1: Attract
    On Ramps
    Active:
    • Friends and Family
    • 51. Interrupt and Annoy
  • Stage 1: Attract
    On Ramps
    Active:
    • Friends and Family
    • 52. Interrupt and Annoy
    • 53. Ad Words
  • Stage 1: Attract
    On Ramps
    Active:
    • Friends and Family
    • 54. Interrupt and Annoy
    • 55. Ad Words
    • 56. Early stages may require desperate measures
  • Stage 1: Attract
    On Ramps
    Passive:
  • 57. Stage 1: Attract
    On Ramps
    Passive:
    • Search Engines (SEO)
  • Stage 1: Attract
    On Ramps
    Passive:
    • Search Engines (SEO)
    • 58. Be an Expert
  • Stage 1: Attract
    On Ramps
    Passive:
  • Stage 1: Attract
    On Ramps
    Passive:
  • Stage 1: Attract
    On Ramps
    Passive:
    Congratulations, you went viral!
  • 67. Stage 2: Capture
    Engagement
  • 68. Stage 2: Capture
    Engagement
    • Immediately useful
  • Stage 2: Capture
    Engagement
    • Immediately useful
    • 69. It just works
  • Stage 2: Capture
    Engagement
    • Immediately useful
    • 70. It just works
    • 71. Beware Off Ramps
  • Stage 2: Capture
    Engagement
  • Stage 3: Spread
    Sharing
  • 77. Stage 3: Spread
    Sharing
    • Easy to share
  • Stage 3: Spread
    Sharing
    • Easy to share
    • 78. Obvious reasons
  • Stage 4: Grow
    Engagement
  • 79. Stage 4: Grow
    Engagement
    • Multiplier effect
  • Stage 4: Grow
    Engagement
    • Multiplier effect
    • 80. Use Drives Use
  • Stage 4: Grow
    Engagement
    • Multiplier effect
    • 81. Use Drives Use
    Important!
  • 82. 4 Stages
  • 83. Examples
  • 84. Examples
    Ebay
  • 85. Examples
    Ebay
    Attract: extremely strong
  • 86. Examples
    Ebay
    Attract: extremely strong
    Capture: extremely strong
  • 87. Examples
    Ebay
    Attract: extremely strong
    Capture: extremely strong
    Spread: very weak
  • 88. Examples
    Ebay
    Attract: extremely strong
    Capture: extremely strong
    Spread: very weak
    Grow: nothing. Nada. Zilch.
  • 89. Examples
    Ebay
    Attract: extremely strong
    Capture: extremely strong
    Spread: very weak
    Grow: nothing. Nada. Zilch.
    Maybe this is their problem
  • 90. Examples
    Ebay
    Attract: extremely strong
    Capture: extremely strong
    Spread: very weak
    Grow: nothing. Nada. Zilch.
    Maybe this is their problem
    They should be Groupon
  • 91. Examples
    Twitter
  • 92. Examples
    Twitter
    Attract: moderately strong
  • 93. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
  • 94. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
    Very few off ramps
  • 95. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
    Very few off ramps
    Spread: moderate
  • 96. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
    Very few off ramps
    Spread: moderate
    Grow: moderate
  • 97. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
    Very few off ramps
    Spread: moderate
    Grow: moderate
    Off Ramp: too much noise
  • 98. Examples
    Twitter
    Attract: moderately strong
    Capture: strong
    Very few off ramps
    Spread: moderate
    Grow: moderate
    Off Ramp: too much noise
    Use Kills Use
  • 99. Examples
    Facebook
  • 100. Examples
    Facebook
    Attract: strong
  • 101. Examples
    Facebook
    Attract: strong
    Capture: strong
  • 102. Examples
    Facebook
    Attract: strong
    Capture: strong
    Spread: strong
  • 103. Examples
    Facebook
    Attract: strong
    Capture: strong
    Spread: strong
    Grow: extremely strong
  • 104. Examples
    Facebook
    Attract: strong
    Capture: strong
    Spread: strong
    Grow: extremely strong
    One of the best examples of UDU
  • 105. Time To Get Rich
  • 106. Time To Get Rich
  • 107. Build a Viral Loop
  • 108. Build a Viral Loop
    Plan Your Loop First
  • 109. Build a Viral Loop
    Plan Your Loop First
    Build Product Second
  • 110. Build a Viral Loop
    Plan Your Loop First
    Build Product Second
  • 111. Build a Viral Loop
    Phase 1: Attract
  • 112. Build a Viral Loop
    Phase 1: Attract
    Make your usefulness obvious
  • 113. Build a Viral Loop
    Phase 1: Attract
    Make your usefulness obvious
    Sign up should be insanely easy
  • 114. Build a Viral Loop
    Phase 1: Attract
    Make your usefulness obvious
    Sign up should be insanely easy
    Sign up is a big Off Ramp
  • 115. 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.
  • 116. 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
  • 117. 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
  • 118. 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
  • 119. Build a Viral Loop
    Phase 2: Capture
  • 120. Build a Viral Loop
    Phase 2: Capture
    Simple
  • 121. Build a Viral Loop
    Phase 2: Capture
    Simple
    Immediately Useful
  • 122. Build a Viral Loop
    Phase 2: Capture
    Simple
    Immediately Useful
    It just works
  • 123. Build a Viral Loop
    Phase 2: Capture
    A simple, usable, stable app is much better than a complex, hard, buggy one
  • 124. 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.
  • 125. Build a Viral Loop
    Phase 2: Capture
    A simple, usable, stable app is much better than a complex, hard, buggy one
    So will you.
  • 126. Build a Viral Loop
    Phase 3: Spread
  • 127. Build a Viral Loop
    Phase 3: Spread
    Easy to share
  • 128. Build a Viral Loop
    Phase 3: Spread
    Easy to share
    Reasons for sharing
  • 129. Build a Viral Loop
    Phase 3: Spread
    Easy to share
    Reasons for sharing
    Direct rewards (Dropbox)
  • 130. Build a Viral Loop
    Phase 3: Spread
    Easy to share
    Reasons for sharing
    Direct rewards (Dropbox)
    Inherent usefulness (Facebook)
  • 131. Build a Viral Loop
    Phase 4: Grow
  • 132. Build a Viral Loop
    Phase 4: Grow
    Network effect
  • 133. Build a Viral Loop
    Phase 4: Grow
    Network effect
    More people = more useful
  • 134. Build a Viral Loop
    Phase 4: Grow
    Network effect
    More people = more useful
    UDU: Use Drives Use
  • 135. Build a Viral Loop
    Phase 4: Grow
    Network effect
    More people = more useful
    UDU: Use Drives Use
    This part is hard
  • 136. Worksheet:
    Attract
    Capture
    Spread
    Grow
  • 137. Worksheet:
    Attract
    Capture
    Spread
    Grow
    Don’t build your app until you have compelling features in all four columns.
  • 138. Conclusion
    Plan your loop, then your product
    Cost of Acquisition
    Word of Mouse
    Use Drives Use
    Eliminate Off Ramps
  • 139. 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