All aboard? Turning users into active users
by joshelman on Apr 16, 2010
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My talk at Twitter's Chirp developer conference on April 15, 2010. ...
My talk at Twitter's Chirp developer conference on April 15, 2010.
Talk description:
Enabling users to sign up with Twitter is a nice first step but it's just the beginning of turning those users into active users of your site. Learn about how we think about onboarding users at Twitter and some ways in which you can use Twitter Connect and the Twitter graph to help get your users going more quickly.
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• “let’s get to it”
• Search, platform (might remember API Group)
• OAuth (sorry) - xAuth/cash-for-guns?
• International (translation, char counting, twitter-text)
• the main reason: Users
We know that once we get users engaged, they're crazy engaged.
Twitter is the first source they check, or the first place they think of to share something interesting
Hooks: what interests them and keeps them coming back
Glue: what keeps them sticking around
polarizing
those who started watching the show early, more engaged
those who joined halfway in, less so - context, character development, back story
Art of the RECAP: recap episodes to catch up new viewers, pop-up repeats, Previously on LOST
Joining Twitter: entering the middle of a conversation
context, characters, moving stream - hard to jump in and feel immediately comfortable.
b Early adopters vs mainstream
c path to discovering the value
d finding people is hard, finding topics is harder
e strange syntax (@, RT, DM, #, bit.ly)
f fragments of conversations
g conceptual level: it's not like Facebook or LinkedIn where you need symmetrical relationships
Connect them with relevance ASAP. This is Twitters BSOD.
Avoid the BSOD: not the blue screen of death from Windows. In Web Apps, this is the Blank Screen of Death
For screens that don’t yet have any content, or even for features of an app that require upgrading to use, they try not to show you a blank screen, but rather, a view into how this screen could look once it has content on it. Gives you ideas, prevents you losing interest.
Our lesson: Don’t solve problems with a solution that creates more problems.
Next slide: Sometimes lessons like trying to think ahead, or considering the impact of careless actions can only be learned in hindsight.
comatose: dormant users who signed up, then disappeared.
Reasons: didn’t see value, friends weren’t here, couldn’t find anything interesting.
Many more of their friends are on Twitter now - experimenting with ways to reach out to comatose
Love this quote: Michael Lopp, Eng Dir @ Apple.
What if this decision didn’t matter? What if we could remove this decision completely?