Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

London matchnhack viral campaigns from an investors perspective v3

618 views

Published on

Published in: Technology, Business

London matchnhack viral campaigns from an investors perspective v3

  1. 1. Viral Campaigns from an Investors Perspective Joysy John Founder & CEO, FoundersFit.com @JoysyJ, @startlead #AngelLab, #FoundersFit 21 Jul 2012, London Match N Hack
  2. 2. Agenda• Introduction• Why Viral Campaigns work• How Viral Campaign drives growth• 3 Things that matter• Q&A
  3. 3. IntroductionAngel Investor, Ex-Banker,Founder, Social EntrepreneurComputer Engineer, MBA
  4. 4. Why Viral Campaigns work
  5. 5. Market for social apps is growing 2005 2012 1 1 2 2 3 3 4 4 5 5 6 6 Wikipedia.org 7 7 8 (U.K.) 8 9 9 10 10 2012 Alexa Global Traffic Rankings
  6. 6. How Viral Campaigns Work Call to action toUser invite friends x = invited friends Yes Accept? y% = invite accept rate x * y > 1 gives you viral growth! Viral loop cycle time impacts how quickly you grow
  7. 7. 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
  8. 8. 3 Things that Matter Users Acquisition cost Conversion rate
  9. 9. Customer Acquisition Speed Matters 50 Registered Users (MM) 40 Facebook 30 platform launch 20 10 (2) 0 1 3 5 7 9 11 13 15 17 19 21 23 (1) MonthsSource: 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)
  10. 10. Customer Acquisition cost matters
  11. 11. Conversion (%)
  12. 12. Dropbox Conversion rate of 3%
  13. 13. Dropbox Conversion rate of 5%
  14. 14. Using Metrics to Drive Product Design X% user dropoff Y invites sent/user Z% invites acceptedFlow A An new usersFlow B Bn new users • A/B test entire user flows • A/B test calls to action • Base decisions off of statistically significant data
  15. 15. Role of Marketing / SalesQ: What channels? Which users? Why?A: High Volume (#), Low Cost ($), High Conv (%) Design & Test Multiple Marketing Channels + Campaigns Select & Focus on Best-Performing Channels & Themes Optimize for conversion, not just site/landing page Match/Drive channel cost to/below revenue potentialLow-Hanging Fruit: – Blogs – SEO/SEM – Landing Pages – Automated Emails
  16. 16. ConclusionKeep it simpleThink of incentives for sharingOptimize for conversionSet up balanced teams

×