Slideshow transcript
Slide 1: Design Learnings from Viral Applications April 2008
Slide 2: Who is RockYou? Over 50 Applications and Widgets 2
Slide 3: The RockYou Mission “To engage the world through social applications” 3
Slide 4: Stats! Invented the Space Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) 105 Million Uniques 1.5 Billion Pageviews 150+Million Widget views a day 4
Slide 5: Agenda The Social Space Product Design Development Phasing Tuning in Depth Q&A 5
Slide 6: The Opportunity
Slide 7: Market for Social Apps is Exploding 2005 2008 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 (U.K.) 8 9 9 Wikipedia.org 10 10 Alexa Global Traffic Rankings 7
Slide 8: Social Applications Increase Site Traffic Over 150% 66MM RockYou Integration Growth! 26MM Pre-f8 Active Users Active Users Today Over 18,000 applications 95% have an application 60%+ have a RockYou app 8
Slide 9: Huge Growth Potential 50 Registered Users (MM) 40 Facebook platform 30 launch 20 10 (2) 0 1 3 5 7 9 11 13 15 17 19 21 23 (1) Months Source: eBay Investor Presentation, RockYou (2) eBay starts Q2 98, PayPal starts Q1’00, Yahoo! starts Q1’95, AOL starts Q1’92, Facebook starts Q4’04, and RockYou Starts Q4’05 (3) Facebook data represents active users, which was disclosed on 12/05 and 12/06. Undisclosed active user data is extrapolated by applying an average active user penetration to global Unique Visitors (per comScore Media Metrix) 9
Slide 10: How did we grow so fast? Rise of open platforms + laser-like focus on metrics and viral channels Flash Widget Era - Profile - Profile - Profile - Bulletin - Requests - Messages - Notifications - Notifications - Email - Email - News Feed - Activity stream - Profile action - Home surface 10
Slide 11: Product Design
Slide 12: RockYou approach to product design Apply advertising principles to user-facing web design Build fast and launch asap Iterate on original design Let data guide product decisions 12
Slide 13: Apply advertising principles to user-facing web design Its all about Conversion Rate Each touch point equivalent to an ad pageview – Profile Views – Canvas Pages – Invites – Feeds Grow by increasing number of touch points and maximizing conversion on each touch point Have a plan to maximize use of every channel Must consider implications for long-term user experience – Don’t abuse the channels 13
Slide 14: Build fast and launch asap Design simple concepts Focus on virality and growth Accept the fact that channels >> features – Channels bring in new users and keep them coming back – Only the top 0.1% of features can accomplish this alone Validate concepts quickly – User tests – Just launch it 14
Slide 15: Iterate Rapidly Viral channels should drive product concept and feature development – Not the other way around! Tune the viral loop A/B Test Release Often 15
Slide 16: Let data guide product decisions Don’t Be Emotional – Numbers don’t lie There are no user experts – 60% + female – 15-25 Do user studies when you don’t have web metrics Viral channels should drive product concept and feature development – Not the other way around! Have a plan to maximize use of every channel 16
Slide 17: Development Process
Slide 18: Development Process 1.Marketing / Validation 2.Growth 3.Engagement 18
Slide 19: Application Types Channel – Superwall, HugMe Content – Flixster, iLike, Watercooler Dating – Likeness, Compare People Games – Zombies, FluffFriends, SpeedRacer, Friends for Sale Gifts – Grow-a-gift, Free Gifts, Boozemail Self Expression – Cities I’ve Visitied, Bumper Sticker 19
Slide 20: Marketing / Validation Audience Channels Messaging 20
Slide 21: Audience Skew heavily to teen and young adult women—brand influencers 21
Slide 22: Audience What’s the total size of market What percentage penetration is goal – Whats possible virality of market? – Average number of friends – Myspace vs Ning vs iGoogle 22
Slide 23: Messaging Develop your concept around high-converting calls to action – Simplicity – Universal – Social persuasion – Novelty (art) 23
Slide 24: Channels Focus on 1 to 1 channels Map out several different flows to test – Install to invite to interacting – Install to interacting to invite Balance relevance to throughput – Channel vs Content Applications 24
Slide 25: Viral Channels News Feed Notifications Email Profile Invites Non-user pages Profile Action 25
Slide 26: Growth Phase Break viral barrier Tune growth (Install vs uninstall) Promote It 26
Slide 27: The Viral Loop Call to action to User invite friends x = invited friends Yes Accept? y% = invite accept rate x * y > 1 gives you viral growth! 27
Slide 28: Tune It Superwall Launched in 2 days tuned for 2 weeks Preview page Invite Messaging Targeting 28
Slide 29: Promote It You know the math works All about throughput to multiply Give it a boost! Ad Networks 29
Slide 30: Engagement Phase Saturated social circles (audiences) Critical mass makes features more useful Tune for experience Build new features to keep users engaged and happy! 30
Slide 31: Critical Mass You’ve achieved your goal Percentage of Social Circle supernodes – 40% Active – 10 % of that – 4% of Market 31
Slide 32: Channels Focus on 1-to-Many to get People Engaged – News Feed – Profile – Notifications – Non User Pages Focus on 1-to-1 to re-engage current users – Email – Notifications 32
Slide 33: Viral Tuning in Depth
Slide 34: Metrics for your viral loop Call to action to User invite friends x = invited friends Yes Accept? y% = invite accept rate x * y > 1 gives you viral growth! 34
Slide 35: Hypothetical viral numbers Install flow – x = 5 (friends invited on average) – y = 22% (acceptance rate for invites) – Viral factor = 5 * 0.22 = 1.1 VIRAL! Engagement flow – Repeat users can generated additional virality! 35
Slide 36: Combine multiple flows and channels Install flow – x=5 – y = 10% – Viral factor = 5 * 0.1 = 0.5 0.5 + 0.3 + 0.3 = 1.1 Engagement flow, request channel – x = 3 (invites) VIRAL! – y = 10% (acceptance rate for invites) – Viral factor = 3 * 0.1 = 0.3 Engagement flow, notification channel – x = 6 (notifications) – y = 5% (acceptance rate for notifications) – Viral factor = 6 * 0.05 = 0.3 36
Slide 37: Tuning the viral loop – watch your metrics What to track – Requests sent & request CTR – Notifications sent & notification CTR – Feed events & feed CTR – Adds / removes – And everything else…platform tracking is not 100% reliable How to track – …if you’re tight on resources (aren’t we all) – Paid or home grown if you’re serious about growing big – Get stats in real time instead of waiting a day – Store events that can’t be tied to a page (i.e. number of requests sent) – Slice and dice data however you want 37
Slide 38: Using metrics to drive product decisions X% user dropoff Y invites sent/user Z% invites accepted Flow A An new users Flow B Bn new users A/B test entire user flows A/B test calls to action Base decisions off of statistically significant data 38
Slide 39: Making the most of viral channels Graph and compare activity metrics over time to analyze trends Focus resources on tuning the largest traffic drivers All viral channels eventually decay – why? – Invites sent decreases due to saturation – Response rate decreases due to user conditioning So keep tuning to stay ahead of the curve! …and when you’ve exhausted your primary channels it might be time to explore some creative alternatives 39
Slide 40: Questions?



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