Emergence:
     Get with it...



       ...or fade away...

Dan Keldsen - Co-founder @
But First... What is Emergence to
              YOU?
Do you make it easy for...
  Customers
  Employees
  Partners
  Press
               To plug in - and spread
             ...
Are you giving people
    food for thought?

   Disgusting food?
   Meat for vegans?
   Cows for hindus?
        Tasty foo...
You won’t GET
feedback, unless
  you PROVIDE
    feedback
MECHANISMS...
Cream rises to the
top, automagically,
 but how can YOU
improve the odds
that your creamy
meme will grow?
Luck is not a strategy

  Stack the deck
After all...



      The meme just might be YOU...
Loops & Emergence
Source: www.gapingvoid.com/0804enrich.jpg
OODA loop
  Observe
   Orient
  Decide
    Act




             Source: www.thefabricator.com (graphic)
            Col. J...
Wiki Adoption Loop




From “Organisational Wiki Adoption” by Mike Cannon-Brookes (Atlassian) @ http://www.slideshare.net/...
The Knowledge Chain



    Awareness




Responsiveness



                        External                               ...
Real flow...
                      Analysis by RockYou!
(makers of SuperWall and other apps for Facebook, MySpace, etc.)
Metrics for viral loop

                                Call to action to
   User                          invite friends
...
Typical viral numbers
Install flow
 –x = 5 (friends invited on average)
 –y = 22% (acceptance rate for invites)
 –Viral fa...
Use 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
...
Supplement with Ads
Install flow
 –x = 5
 –y = 10%                          0.5 + 0.3 = 0.8
 –Viral factor = 5 * 0.1 = 0.5...
It’s total chaos!
Magnification of Small Effects
Malcolm Gladwell
 Connectors, mavens, salesmen
Lorenz’ Butterfly
  Welcome ...
Start Shareability
      Show Signs
WordPress › Add to Any Share/Save/
Bookmark Button « WordPress Plugins
Create connections
  (Hint: Keywords for multiple audiences)




          SnapShot of
  johnmccain.com (rank #56,772),
ba...
Don’t underestimate the power of the
Dark Side... er, of recommendations...
YouTube provided 500% online video
         penetration for Google




            Worth the price?
Why was YouTube so muc...
The Rise and Fall
     There goes MySpace...




  Why has Facebook taken off?
And why is MySpace falling down?
Twitter
Ripe for Experimentation
Tweeting Through the Ranks and
    Followers | O2S Media
TwitterCounter Stats
Top 10 Leaderboard




                       multiplication
                        Magic of
Mmm...
Power Laws
Show Me The Social!
Blip the Blip
Show the Badge
Make it visible
Reward the Rewarders
 (Double the Reward)
Make it easy to grow the network




   And... easy to REMOVE...
5,566
4,355


 5,917

  9,423
Slideshare Sharing
Feedback for Friendly Folks




               Uservoice.com
(one of several choices for hosted feedback)
The (Social) Network
       Effect
LinkedIn - My First Few Months
                          March
                          2004
A Year Later
5 Years Later
My LinkedIn network as of:
     March 16, 2009
The Power of a Retweet
     (twitip.com)
Retweet Influence = Tunkrank




      Source: The Noisy Channel (Daniel Tunkelang - Endeca)




      Pagerank for Twitter...
Tunkrank.com




                        Ego booster
                     For the geeks
To spread the meme
Retweetrank.com
Power of Network to Give?

                Mike Volpe of
                HubSpot
                (@mvolpe)




Dan Keldsen...
From Gaming
 iPhone Apps/Games
iDracula - iPhone App




No leaderboard - how do I compare?
Zombie Attack! - iPhone App




Leaderboard *AND* My Top Ten
Wrapping up
Are you, your site and your content...
             Magnetic?
Is your site engaging?
      Or purely...
Make engagement
stronger by giving
 users the tools to
  MAKE CHANGE
         HAPPEN
If you DO NOT support emergence
inside and outside your company...


        You’re doing it
                wrong
Does Feedback Make an Impact?
Negative Feedback Works Too!
What do YOU think?
Does Emergence still mean the same
          thing to you?
Incredibly useful
     reading
DOW
                                    NLO
                                www      AD/V
                                ...
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
Emergence - Get with it... or fade away
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Emergence - Get with it... or fade away

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If you haven't made it easy to spread your message (about YOU, your PRODUCT, your COMPANY), and made it obvious that the community is visibly spreading this information around... you're doing it wrong.

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Emergence - Get with it... or fade away

  1. 1. Emergence: Get with it... ...or fade away... Dan Keldsen - Co-founder @
  2. 2. But First... What is Emergence to YOU?
  3. 3. Do you make it easy for... Customers Employees Partners Press To plug in - and spread the word?
  4. 4. Are you giving people food for thought? Disgusting food? Meat for vegans? Cows for hindus? Tasty food?
  5. 5. You won’t GET feedback, unless you PROVIDE feedback MECHANISMS...
  6. 6. Cream rises to the top, automagically, but how can YOU improve the odds that your creamy meme will grow?
  7. 7. Luck is not a strategy Stack the deck
  8. 8. After all... The meme just might be YOU...
  9. 9. Loops & Emergence
  10. 10. Source: www.gapingvoid.com/0804enrich.jpg
  11. 11. OODA loop Observe Orient Decide Act Source: www.thefabricator.com (graphic) Col. John "40 second" Boyd, USAF (model)
  12. 12. Wiki Adoption Loop From “Organisational Wiki Adoption” by Mike Cannon-Brookes (Atlassian) @ http://www.slideshare.net/mcannonbrookes/organisational-wiki-adoption/
  13. 13. The Knowledge Chain Awareness Responsiveness External Internal Source: Carl Frappaolo, “Exec Express Knowledge Management,” Capstone, 2006
  14. 14. Real flow... Analysis by RockYou! (makers of SuperWall and other apps for Facebook, MySpace, etc.)
  15. 15. Metrics for viral loop Call to action to User invite friends x = invited friends Yes Accept? y% = accept rate No x * y > 1 gives you viral growth! Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
  16. 16. Typical 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 –x = 20 (friends invited on average) –y = 6% (acceptance rate for invites) –Viral factor = 20 * 0.06 = 1.2 VIRAL!!! Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
  17. 17. Use 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, invite channel VIRAL!!! –x = 3 (invites) –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 Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
  18. 18. Supplement with Ads Install flow –x = 5 –y = 10% 0.5 + 0.3 = 0.8 –Viral factor = 5 * 0.1 = 0.5 NO GROWTH Engagement flow, invite channel Paid ad for 30% additional flow Growth factor = 0.3 –x = 3 (invites) –y = 10% (acceptance rate for invites) 0.5 + 0.3 + 0.3 = 1.1 –Viral factor = 3 * 0.1 = 0.3 GROWING!!! Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
  19. 19. It’s total chaos! Magnification of Small Effects Malcolm Gladwell Connectors, mavens, salesmen Lorenz’ Butterfly Welcome back to the 60s and 90s!
  20. 20. Start Shareability Show Signs
  21. 21. WordPress › Add to Any Share/Save/ Bookmark Button « WordPress Plugins
  22. 22. Create connections (Hint: Keywords for multiple audiences) SnapShot of johnmccain.com (rank #56,772), barackobama.com (#842) - Compete
  23. 23. Don’t underestimate the power of the Dark Side... er, of recommendations...
  24. 24. YouTube provided 500% online video penetration for Google Worth the price? Why was YouTube so much more successful?
  25. 25. The Rise and Fall There goes MySpace... Why has Facebook taken off? And why is MySpace falling down?
  26. 26. Twitter Ripe for Experimentation
  27. 27. Tweeting Through the Ranks and Followers | O2S Media
  28. 28. TwitterCounter Stats Top 10 Leaderboard multiplication Magic of
  29. 29. Mmm... Power Laws
  30. 30. Show Me The Social!
  31. 31. Blip the Blip
  32. 32. Show the Badge
  33. 33. Make it visible
  34. 34. Reward the Rewarders (Double the Reward)
  35. 35. Make it easy to grow the network And... easy to REMOVE...
  36. 36. 5,566 4,355 5,917 9,423
  37. 37. Slideshare Sharing
  38. 38. Feedback for Friendly Folks Uservoice.com (one of several choices for hosted feedback)
  39. 39. The (Social) Network Effect
  40. 40. LinkedIn - My First Few Months March 2004
  41. 41. A Year Later
  42. 42. 5 Years Later
  43. 43. My LinkedIn network as of: March 16, 2009
  44. 44. The Power of a Retweet (twitip.com)
  45. 45. Retweet Influence = Tunkrank Source: The Noisy Channel (Daniel Tunkelang - Endeca) Pagerank for Twitter (I’ll take his word for it!)
  46. 46. Tunkrank.com Ego booster For the geeks To spread the meme
  47. 47. Retweetrank.com
  48. 48. Power of Network to Give? Mike Volpe of HubSpot (@mvolpe) Dan Keldsen (@dankeldsen)
  49. 49. From Gaming iPhone Apps/Games
  50. 50. iDracula - iPhone App No leaderboard - how do I compare?
  51. 51. Zombie Attack! - iPhone App Leaderboard *AND* My Top Ten
  52. 52. Wrapping up
  53. 53. Are you, your site and your content... Magnetic?
  54. 54. Is your site engaging? Or purely...
  55. 55. Make engagement stronger by giving users the tools to MAKE CHANGE HAPPEN
  56. 56. If you DO NOT support emergence inside and outside your company... You’re doing it wrong
  57. 57. Does Feedback Make an Impact?
  58. 58. Negative Feedback Works Too!
  59. 59. What do YOU think?
  60. 60. Does Emergence still mean the same thing to you?
  61. 61. Incredibly useful reading
  62. 62. DOW NLO www AD/V .slide IEW shar AT: dan. keld e.net/ sen/ Let’s Discuss... Dan Keldsen Co-founder @ Information Architected, Inc. dk<at>InformationArchitected<dot>com www.BizTechTalk.com www.linkedin.com/in/dankeldsen twitter.com/dankeldsen

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