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The Viral Loop - Workshop given at Social Media World Forum as part of the Facebook Developers Garage London
 

The Viral Loop - Workshop given at Social Media World Forum as part of the Facebook Developers Garage London

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Toby Beresford from Nudge signposts some of the key terms and thinking and ways in which apps on Facebook create effective viral loops.

Toby Beresford from Nudge signposts some of the key terms and thinking and ways in which apps on Facebook create effective viral loops.

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  • We have seen rapid growth over the last 18 months and are now at a over 112million active users world wide. Second only to Myspace in the US.... And Myspace as seen little growth in the last year.

The Viral Loop - Workshop given at Social Media World Forum as part of the Facebook Developers Garage London The Viral Loop - Workshop given at Social Media World Forum as part of the Facebook Developers Garage London Presentation Transcript

  • Viral Loop Toby Beresford – Nudge Social Media 8 March 2010 0207 096 0146 [email_address] Toby Beresford
  • Agenda
    • About Nudge
    • What is a viral loop
    • Is a viral loop all you need?
    • Facebook itself
    • Rules on using the viral loop
    • Viral Approaches
    • Examples
  • Nudge Social Media
    • Nudge is a dedicated social media agency based in Poland St
    • We run large scale Facebook marketing campaigns for our client brands.
    • We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers.
    • Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis.
    • We actively monitor the platform on a daily basis for changes that will affect our clients.
    ‘ Buzz!’ the friend quiz, created on Facebook by Nudge for Sony Playstation, reached out to Facebook users who had never heard of the video game.
  • What is a viral loop?
    • The planned mechanic by which users share content with their friends
    • Planned
      • You know why they do it
    • Mechanic
      • You know what they do to share
  • What is a daily loop?
    • The planned mechanic that brings users back to a particular application
    • The Daily Loop is the viral loops BIGGER brother.
    • Users engage first, refer second.
  • Facebook now 400m Active Users globally & growing
    • Active’ users have interacted in last 30 days...
    *Source: Facebook internal data, Sep 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days Jan 2010 400+m
  • Facebook’s Global audience continues to grow
    • Europe 100m+ Active users (Oct 2009)
    USA 94m Netherlands 1.6m Hungary 500k Australia 7m NZ 1.2m 1.5m 2m Czech Egypt 4.8m India 400k Romania 2m Egypt Germany 4.8m *Source: Facebook internal data, Oct 2009 France 13.7m Ireland 1m Turkey 15m Italy 12m Russia 760k Sweden 3m Austria 1m Swiss 1.7m Finland 1.3m Portugal 866k Belgium 2.8m Norway 2m Greece 2m Denmark 2.2m UK 22m Spain 7.3m
  • Over 20m Active users in the UK
    • Over 1/3 of the UK population now using Facebook regularly
    Source: Facebook internal data, Aug 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days 20m
  • Facebook itself
    • Daily Loops
      • Stream
      • Apps and Ganes
      • Comments
      • Email
      • Photos
      • Status
      • Wall Posts
    • Viral Loops
      • Social graph
      • App invites
      • Photo Tagging
      • Video Tagging
  • Fast Viral Loops
    • Apprentice Board
    • Average 6 friends invited
    • Very fast growth to over 10,000 users without seeding
  • Tango Head Masher 3000
    • Viral Loop :
    • Tagged Photos
    • Outcome
    • 85,000 photos mashed
    • Viral Return
    • 25,000 new users (converted) via Photo Tags
  • But, did we use all the viral loops?
    • Used
      • Invites
      • Photo Tags
      • Publish to Fan Page
    • Unused
      • Wall Posts
      • Share button
      • Challenges
      • Attachments
  • Viral Loop – ways to get it moving
    • Reciprocation
    • Competition
    • Benchmarking
    • Shared Opportunity
    • Communication
  • Reciprocation
    • Gifts
    • Free, included In
  • Competition
    • Scrabulous / Scrabble
    • Buzz the Friend Quiz
  • Benchmarking
    • Who has the biggest brain
    • Power of the Gods
    • Compare People
    • Likeness
  • Shared Opportunity
    • Win as a group
  • Maintain Engagement with Daily Loops
    • Push exclusive content
    • Relate community to external events
    • Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks)
    • Enforced scarcity
    • Facilitate user to user communication
  • Viral Loop Analysis of Application X
    • Viral Growth Factor for January 2010
      • X = 94.6% of unique visitors have invited friends
      • Y = User have invited on average 4.6 friends.
      • Z = % of users who accepted an invitation: 31.48%
      • X*Y*Z= 1.37. The viral growth factor is 1.37
      • Results :
      • Unique Visitor Month 1: 24,254
      • Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors
      • Unique Visitor Month 3: 52,734
      • Acceleration of the Viral loop in Month 3
  • Who to check out
    • Andrew Chen – jumping the shark
    • Dave Mcclure – Pirate AARRR – Attention, Acquisition, Retention, Referral and Revenue
    • Siqi Chen
    • Inside Facebook
    • All Facebook
    • Nudge Social Media Blog
    • Signpost terms to look up: infection rate, A/B testing, cohort analysis, K-factor
  • NUDGE SOCIAL MEDIA
    • Resources at our STAND #2
      • “ 10 Social Media Principles to Hang On to” take home
    • Learn about social remixing
    Facebook.com/NudgeSocialMedia [email_address] Telephone : 020 7096 0146 Email : [email_address] Address : Nudge 28 Poland St W1F 8QP Web : www.nudgesocialmedia.com   “ dedicated social media experts” – Inside Facebook