Welcome to #w2e new tech discussion

Correlation between number of speakers and your pain 5 # of speakers Severe risk of people falling asleep OK

Agenda Magnus ” Obama magic” Mattias ” Metrics jedi” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”

Därför lyckades Obama-kampanjen Magnus Höij, Internetworld

1 miljard mejl 200 000 event 14.5 miljoner timmar på Youtube

Drive action

Mr. T in DC

Be authentic

Create ownership

Be relevant

Open brand

Measure

Agenda Magnus ” Obama magic” Mattias ” Metrics jedi” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”

” what!?”

Startup Metrics for Pirates: AARRR !!! (Startup Metrics for Product Marketing & Product Management) Dave McClure Master of 500 Hats blog: http://500hats.typepad.com/ website: http://www.500hats.com/

Customer Lifecycle: 5 Steps to Success A cquisition : where users come from A ctivation : happy first experience R etention : users come back R eferral : users tell other people R evenue : you make MONEY!

A cquisition : where users come from

A ctivation : happy first experience

R etention : users come back

R eferral : users tell other people

R evenue : you make MONEY!

Customer Lifecycle / Conversion Behavior Website.com 4. REFERRAL 5. Revenue $$$ 2. Activation 3. RETENTION 1. ACQUISITION

Customer Lifecycle / Conversion Behavior Website.com Marketing Channels: largest-volume (#) lowest-cost ($) best-performing (%) 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains

Marketing Channels:

largest-volume (#)

lowest-cost ($)

best-performing (%)

Customer Lifecycle / Conversion Behavior Website.com Activation Criteria: 10-30+ seconds 2-3+ page views 3-5+ clicks 1 key feature usage Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK 2. Activation Homepage / Landing Page Product Features 1. ACQUISITION

Activation Criteria:

10-30+ seconds

2-3+ page views

3-5+ clicks

1 key feature usage

Customer Lifecycle / Conversion Behavior Website.com Automated emails are simple & easy retention feature lifecycle emails @ +3, +7, +30d event-based emails as they occur 2. Activation 1. ACQUISITION 3. RETENTION Emails & Alerts Blogs, Content System Events & Time-based Features

Automated emails are simple & easy retention feature

lifecycle emails @ +3, +7, +30d

event-based emails as they occur

Customer Lifecycle / Conversion Behavior Website.com Only encourage users to refer * after * they have “ happy” user experience; avg score >= 8 out of 10 2. Activation 3. RETENTION 4. REFERRAL Emails & widgets Campaigns, Contests 1. ACQUISITION

Customer Lifecycle / Conversion Behavior Website.com 2. Activation This is the part * you * have to figure out… I don’t know jack about your business 4. REFERRAL 3. RETENTION 5. Revenue $$$ Biz Dev Ads, Lead Gen, Subscriptions, etc 1. ACQUISITION

AARRR!

Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25

Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25

Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25

Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25

Example Conversion Metrics (note: *not* actuals; your mileage may vary…) Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1 st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25

Marketing Q: What channels / who do you market to? Test Multiple Channels & Different Segments Select & Focus on: High Volume High Conversion Low Cost Measure *deeper* down the conversion funnel, not just to website / landing page

Q: What channels / who do you market to?

Test Multiple Channels & Different Segments

Select & Focus on:

High Volume

High Conversion

Low Cost

Measure *deeper* down the conversion funnel, not just to website / landing page

Product Q: How do you choose what to build? Choose features for conversion improvement 80% on existing feature optimization 20% on new feature development Just guess, then A/B test … A LOT Rinse & Repeat

Q: How do you choose what to build?

Choose features for conversion improvement

80% on existing feature optimization

20% on new feature development

Just guess, then A/B test … A LOT

Rinse & Repeat

Founder/CEO Q: What metrics do you choose to watch? Hypothesize Customer Lifecycle & Refine Choose 5-10 conversion steps Measure & Iterate Delegate each Metric to someone to OWN

Q: What metrics do you choose to watch?

Hypothesize Customer Lifecycle & Refine

Choose 5-10 conversion steps

Measure & Iterate

Delegate each Metric to someone to OWN

Make Metrics your religion If it’s not measurable, it’s not actionable

Rydell & Quick

Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”

Enterprise 2.0 #w2e new tech discussion Johan Löfmark johan@lofmark.se | @johalof

When I wake up in the morning I never say: “Hurray, today I am going to interact with my electricity company.”

World Wide Web ► The People Web

What about the world inside companies? The definition of a company: People working together

More than a (1) chapter

Thomas J. Allen, Managing the Flow of Technology, Massachusetts Institute of Technology Anledningen till Kontorslandskap: The Allen Curve The more distance there is between people – 50 meters or more to be exact – the less they will communicate.

My friends after 5 pm My friends 9-5

Forrester's Social Technographics WIKI / BLOGS MAJORITY OF EMPLOYEES

Integrated in workflows

Social Software Value Matrix Inspired by The Social Software Value Matrix by Michael Idinopulos Create new interactions Improve exisiting interactions Partnership Improvement Across multiple silos With customers and partners Business Innovation Operational Improvement Communications Improvement Organizational Transformation Within a single silo Business Model Transformation OPERATIONS ORGANIZATION STRATEGY Productivity New Way of Work Exciting

Final insight: Thanks! +46709813944 | johan@lofmark.se | @johalof

Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”

Transitive trust and Whuffie – it’s the end of marknadsföring as we know it Johan Bergelin | Capgemini Consulting

Transitive trust and Whuffie – it’s the end of marknadsföring as we know it

Pointer Spy Bar Gratis inträde Nobody Förtroende ?

… är kopplingar mellan människor som har ett förtroendeförhållande…

… ett förtroende som kan föras över till andra människor, transitive trust…

… vilket blir extremt värdefull i en digitalt nätverkad ekonomi…

… eftersom vi där har fler sociala kontakter och lägre barriärer för kommunikation

Kamera Enkel Billig Bra bilder ” No fuzz” systemkamera

Kamera

Enkel

Billig

Bra bilder

” No fuzz” systemkamera

Förr Du frågar pappa Du frågar grannen Du frågar en säljare Du blir ripped off

Förr

Du frågar pappa

Du frågar grannen

Du frågar en säljare

Du blir ripped off

Nu Du frågar ditt nätverk Mitt nätverk är prisjakt.nu Jag beslutade mig för en Nikon D40

Nu

Du frågar ditt nätverk

Mitt nätverk är prisjakt.nu

#Inlägg 1242 2,5 års diskussion och samlad kunskap Förtroende via kunskap Förtroende via deltagande Förtroende via volym

En annan typ av socialt sammanhang men principen transitive trust är likadan: Nikon får mitt förtroende eftersom jag litar på de personer som pratar om Nikon

Hjälp, jag vill inte se ut som en idiot!

Sluta skrik!

Börja konversera och skapa socialt kapital!

Sluta använda megafonen Bli en del av den gemenskap som du servar Skapa remarkabla upplevelser för kunden Omfamna kaos Hitta ditt högre syfte Tara Hunt ”The Whuffie factor”, http://www.slideshare.net/missrogue/whuffie-at-web-20-expo De 5 reglerna för socialt kapital - Whuffie

Sluta använda megafonen

Bli en del av den gemenskap som du servar

Skapa remarkabla upplevelser för kunden

Omfamna kaos

Hitta ditt högre syfte

Clara Shih – Transitive trust Co-founder of Faceforce @clarashih I owe it all to them! Tara Hunt – Whuffie http://www.horsepigcow.com/ @missrogue skype: tarahunt747 AIM: sanfranrogue email: horsepigcow at gmail phone: 415-694-1951 Radical transparency!

Clara Shih – Transitive trust

Co-founder of Faceforce

@clarashih

www.capgemini.com/technology-blog @johanbergelin http://www.linkedin.com/in/johanbergelin [email_address] Vakna fortfarande? Under 30 år Över 30 år

Agenda Magnus ” Obama magic” Mattias ” Obama magic” Johan L ” Enterprise 2.0” Johan B ” Transitive trust and Whuffie” Dan ” Work on Stuff that Matters ”

8 min

W e b 2 . 0 ?

Jobba med något som har betydelse för dig

3 principer

1. Jobba med något som betyder mer för dig än pengarna.

"We don't make movies to make money, we make money to make more movies" — Walt Disney

2. Skapa mer värde än du tar

3. Tänk långsiktigt

1. Jobba med något som betyder mer för dig än pengarna. 2. Skapa mer värde än du tar 3. Tänk långsiktigt