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Product	
  Lessons	
  from      	
  
   the	
  Early	
  Days	
  at
                            	
  




              Dan	
  Olsen 	
  
How	
  to	
  Build	
  Great	
  Products
                                      	
  
         April	
  12,	
  2013   	
  
                                 Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
My	
  Background	
  
n    EducaFon	
  
       n    BS,	
  Electrical	
  Engineering,	
  Northwestern	
  
       n    MS,	
  Industrial	
  Engineering,	
  Virginia	
  Tech	
  
       n    MBA,	
  Stanford	
  
       n    Web	
  development	
  and	
  UI	
  design	
  
n    20	
  years	
  of	
  Product	
  Management	
  Experience	
  
       n    Managed	
  submarine	
  design	
  for	
  5	
  years	
  
       n    5	
  years	
  at	
  Intuit,	
  led	
  Quicken	
  Product	
  Management	
  
       n    Led	
  Product	
  Management	
  at	
  Friendster	
  
       n    CEO	
  &	
  Cofounder	
  of	
  YourVersion	
  (personalized	
  news)	
  
       n    Product	
  consultant:	
  Box,	
  YouSendIt,	
  Epocrates,	
  Chartboost	
  
                                                        	
  
                     Will	
  post	
  slides	
  to	
  h[p://slideshare.net/dan_o	
  	
  

                                                                   Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
5
Se_ng	
  the	
  Stage:	
  Summer	
  2004	
  
n  2002:	
  Friendster	
  launches	
  

n  Mar	
  2003:	
  Friendster	
  opens	
  to	
  public	
  

n  Aug	
  2003:	
  MySpace	
  launches	
  

n  Oct	
  2003:	
  Friendster	
  raises	
  $13M	
  from	
  
    Kleiner	
  &	
  Benchmark	
  
n  Feb	
  2004:	
  Facebook	
  launches	
  

n  April	
  2004:	
  Abrams	
  replaced	
  by	
  interim	
  CEO	
  
n  June	
  2004:	
  New	
  CEO	
  hired	
  
                                             Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Wild	
  West	
  of	
  Social	
  Networking:
                                          	
  
Friendster’s	
  CompeFFon	
  in	
  2004     	
  




                                  Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Wild	
  West	
  of	
  Social	
  Networking:
                                          	
  
Friendster’s	
  CompeFFon	
  in	
  2004     	
  
             Tier	
  1	
         Tier	
  2	
  
          MySpace	
          Facebook	
  
          Orkut	
            Tickle	
  
          MulFply	
          Ryze	
  
          Hi5	
              Classmates	
  
          Tribe	
            Match	
  
          LinkedIn	
         Xanga	
  
          Blogger	
  
                                             Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Global Competition: Unique Visitors
                           •  We are currently the global leader but everyone is growing
                           •  Orkut was above us in August
                           •  Hi5 is gaining ground internationally
                         7,000


                         6,000                                                                           Friendster
Unique Visitors (000s)




                         5,000
                                                                                                         Orkut
                                                                                                                 Friendster
                         4,000
                                                                                                             MySpace
                                                                                                         MySpace
                                                                                                                 Hi5
                         3,000
                                                                                                                 Orkut
                                                                                                         Hi5
                         2,000


                         1,000


                            0
                                 Oct   Nov   Dec   Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep
                                 03    03     03    04    04   04    04     04    04   04     04    04
U.S. Competition: Unique Visitors



              US Unique Monthly Users (000)

     2500

     2000

     1500
     1000

      500

          0
      N 3




      M 4
      Se 3

      O 3




            04
      D 3

      Ja 3
            03




      Fe 4




            04
      Au 3




      Au 4
      Ju 4
      M 4

      Ap 4
           -0




          r-0
            0

            0


           -0

           -0

            0
          l-0




          l-0
           -0
           -0
            0
         g-

         p-




         g-
         n-




         n-




         n-
         b-
         ct
        ov

        ec




       ay
        ar
       Ju




       Ju
     Ju




              1 MYSPACE.COM      2 FRIENDSTER.COM

10
•  Open	
  vs.	
  closed	
  network	
  
   Connected	
  to	
  Tom	
  
   At	
  most	
  2	
  degrees	
  away	
  
•  Profile	
  personalizaFon	
  
•  Music	
  
•  Groups	
  
•  Chat	
  (IM)	
  
•  Blogs	
  
ObjecFves,   	
  
   PrioriFes,	
  &  	
  
Resource	
  AllocaFon    	
  




                        Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Business	
  ObjecFves
                                                               	
  
     1.	
  	
  	
  Provide	
  a	
  Compelling	
  Product	
  Experience	
  
                	
  1.a. 	
  Ensure	
  good	
  site	
  upFme	
  (availability>	
  99.5%)	
  
                	
  1.b. 	
  Ensure	
  fast	
  site	
  performance	
  (page	
  render	
  Fme<	
  2	
  seconds)	
  
                	
  1.c. 	
  Ensure	
  good	
  user	
  saFsfacFon	
  (>x%)	
  
                	
  1.d. 	
  Ensure	
  good	
  ease	
  of	
  use	
  (>y%)	
  
                	
  1.d. 	
  Ensure	
  strong	
  product	
  value	
  proposiFon	
  relaFve	
  to	
  compeFFon	
  
                	
  1.e. 	
  Ensure	
  good	
  user	
  info/content	
  (current,	
  accurate,	
  detailed)	
  
     2. 	
  Grow	
  US	
  Ac>ve	
  Users	
  
                	
  2.a. 	
  Improve	
  new	
  user	
  acquisiFon	
  (>	
  z	
  new	
  users/month)	
  
                	
       	
  2.a.1.	
  	
  Improve	
  viral	
  acquisiFon	
  (e.g.,	
  avg	
  #	
  invites	
  per	
  user)	
  
                	
       	
  2.a.2.	
  	
  Improve	
  non-­‐viral	
  acquisiFon	
  (e.g.,	
  acquire	
  users	
  at	
  CPA<$y)	
  
     	
   	
  2.b. 	
  Improve	
  retenFon	
  of	
  exisFng	
  users	
  (retenFon	
  rate	
  >	
  x%)	
  
     3. 	
  Grow	
  Revenue	
  
                	
  3.a. 	
  OpFmize	
  exisFng	
  business	
  models	
  (direct	
  sell-­‐through	
  %,	
  CPM)	
  
                	
       	
  3.a.1.	
  	
  Grow	
  US	
  adverFsing	
  revenue	
  
                	
       	
  3.a.2.	
  	
  Grow	
  internaFonal	
  adverFsing	
  revenue	
  
                	
  3.b. 	
  Experiment	
  with	
  new	
  business	
  models	
  

15                                                                                                    Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Product	
  ObjecFves	
  &	
  
                                Engineering	
  Resource	
  AllocaFon	
  
	
  	
  	
  1	
  -­‐	
  2   	
  	
  	
  3	
  -­‐	
  4	
  
Months                      	
  Months	
  
	
  30%                     	
  	
  50%                     	
  1.	
  Provide	
  Compelling	
  Product	
  Experience	
  
                            	
                              	
   	
  -­‐	
  Ensure	
  good	
  upFme	
  and	
  performance	
  
                            	
                              	
   	
  -­‐	
  Improve	
  Usability	
  
                            	
                              	
   	
  -­‐	
  Enhance	
  Value	
  ProposiFon	
  
	
  60%                     	
  	
  30%                     	
  2.	
  Grow	
  US	
  AcFve	
  Users	
  
                            	
                              	
   	
  -­‐	
  Improve	
  viral	
  acquisiFon	
  
                            	
                              	
   	
  -­‐	
  Improve	
  yield	
  of	
  acquisiFon	
  process	
  
                            	
                              	
   	
  -­‐	
  Improve	
  retenFon	
  &	
  frequency	
  of	
  use	
  
	
  10%                     	
  	
  20%                     	
  3.	
  Grow	
  Revenue	
  
                            	
                              	
   	
  -­‐	
  OpFmize	
  exisFng	
  ad	
  placements	
  
                            	
                              	
   	
  -­‐	
  Experiment	
  with	
  new	
  ad	
  vehicles	
  
                            	
                              	
   	
  -­‐	
  Experiment	
  with	
  new	
  business	
  models	
  
                                                                                                             Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Grow	
  US	
  AcFve	
  Users
                           	
  




                         Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
  Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Product   MarCom       Metrics/Research




  Acquire




Reactivate




   Retain

                                Copyright © 2013 Olsen Solutions
Product                       MarCom                  Metrics/Research
               VH Address Book Scraper
                                                                        • US mthly active uniques data
               VH Improve Registration
                                                                        • Friendster monthly signups
                            H Invitation Reminder Email                 • # of visitors to Friendster.com
                                                                        • Registration Data
     Acquire                      H Prospect Tour
                                                                        • Friends Invite Data
                          H Improve Invite & Find Friend Features

                             M Invitation Email Optimization

                    M Extending site access to non-registered members

                                                                        • US Orphans Data

                                 VH Recurring newsletters
Reactivate
                                      Orphan Strategy


                VH New Product Features

                                                                        • Cancellations
                                                                        • Emails Data
      Retain                                                            • Add a Friend Data
                                    Tutorials
                                                                        • Lapsed User Survey

                                                                        Copyright © 2013 Olsen Solutions
20
OpFmizing	
  
Viral	
  
AcquisiFon	
  



          Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Friendster’s	
  Viral	
  Loop	
  

   % of users
    sending = 15%        Invites per                               Invite
     invites               sender = 2.3                     click-through rate

             Active       Invite      Prospective        Click       Registration                   Fail
             Users                       Users                        Process
% of users
 who are                                                                            Succeed
                                         Don’t
  active                                 Click                                      Conversion
                                                                                               = 85%
             Users                                                                     rate




• 	
  MulFplied	
  together,	
  these	
  metrics	
  determine	
  your	
  viral	
  raFo	
  
• 	
  Which	
  metric	
  has	
  highest	
  ROI	
  opportunity?	
  

                                                                 Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
The	
  Upside	
  PotenFal	
  of	
  a	
  Metric
                                                          	
  
                                                                                                                          ?	
  




                       100%	
                               100%	
  
                         85%	
  


                                                              15%	
                                          2.3	
  
                           0	
                                     0	
                                        0	
  
                          RegistraFon	
                   %	
  of	
  users	
  sending	
                    Avg	
  #	
  of	
  invites	
  
                          Process	
  Yield	
                     invitaFons	
                              sent	
  per	
  sender	
  

Max	
  possible	
  
                      0.15	
  /	
  0.85	
  =	
  18%	
      0.85	
  /	
  0.15	
  =	
  570%	
                   ?	
  /	
  2.3	
  =	
  ?%	
  
improvement	
  

                                                                                        Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Okay,	
  so	
  how	
  can	
  we	
  improve	
  the	
  metric?	
  
n  How	
  do	
  we	
  increase	
  the	
  average	
  number	
  of	
  
    invites	
  being	
  sent	
  out	
  per	
  sender?	
  
n  For	
  each	
  idea:	
  
       n  What’s	
  the	
  expected	
  benefit?	
  (how	
  much	
  will	
  it	
  
           improve	
  the	
  metric?)	
  
       n  What’s	
  the	
  expected	
  cost?	
  (how	
  many	
  engineer-­‐
           hours	
  will	
  it	
  take?)	
  
n    You	
  want	
  to	
  idenFfy	
  highest	
  ROI	
  idea	
  


                                                           Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Aver	
  Launching	
  Address	
  Book	
  Importer…	
  




25                                       Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Aver	
  Launching	
  Address	
  Book	
  Importer…	
  




25                                       Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Aver	
  Launching	
  Address	
  Book	
  Importer…	
  




25                                       Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
ReacFvaFng	
  InacFve	
  Users
                             	
  




                         Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Personalized	
  Emails	
  Had	
  
           Amazing	
  User	
  Engagement      	
  
n  627,204	
  sent	
  
n  615,402	
  delivered          	
  98.1%	
  delivery	
  rate	
  
n  248,627	
  opened             	
  40.4%	
  open	
  rate	
  
n  120,343	
  clicked            	
  48.4%	
  click	
  rate	
  (opened)	
  
                                  	
  19.6%	
  click	
  rate	
  (delivered)	
  
                           	
  
                           	
  




                                                   Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Personalized	
  Emails	
  More	
  than	
  
  Doubled	
  ReacFvated	
  Users    	
  
Retaining	
  AcFve	
  Users
                               	
  




30                           Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Olsen’s	
  Hierarchy	
  of	
  Web	
  User	
  Needs
                                                 	
  
       (adapted	
  from	
  Maslow)      	
  
    Customer’s Perspective                                What does it mean to us?

     How easy to use is it?                                    Usability & Design




                                        Satisfaction
                                        Increasing
     Does the functionality
                                                                      Feature Set
       meet my needs?


  Does the functionality work?
                                                                 Absence of Bugs




                                        Dissatisfaction
                                        Decreasing
     Is the site fast enough?
                                                                 Page Load Time


Is the site up when I want to use it?
                                                                          Uptime


                                                          Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Friendster Q4 Product Roadmap
                                             Add to existing
                                             messages
1. New Features
                    1-to-many:
Enable Members      Ability to select             Discussion         Groups
to Better           multiple friends              Boards
Communicate &                                                        -Public
                                                  -Public            -Private
Interact
                    Ability to define             -Private
                    subsets of friends


                                             Instant Messaging

2. Improve UI
   & Usability     CSS cleanup

                   Header & Global       Messaging      Gallery UI    Profile cleanup
                   Nav cleanup           UI cleanup     cleanup       & extensibility

3. Better & More   Photos: More & bigger
   Dynamic
   Content         Blogs/   Link to      Links to my     Links to most
                                                                           Blogs
                   RSS:     mine         favorites       popular

4. Improve
                   Prospects Tour on          Exposing parts of the Friendster
   New User
                   Friendster.com             site to non-registered users
   Acquisition
So,	
  What	
  Happened?	
  




       Copyright © 2013 Olsen Solutions
“Network	
  Effects”:   	
  
      Not	
  all	
  Networks	
  are	
  Created	
  Equal
                                                      	
  
Network	
  Type	
       Broadcast	
   CommunicaFon	
                              Social	
  
Law	
                    Sarnoff	
            Metcalfe	
                            Reed	
  
Example	
               Cable	
  TV	
     Fax	
  machines	
            Social	
  network	
  
Network	
  value	
           N	
               N2	
                           2N	
  
proporFonal	
  to	
      (linear)	
         (squared)	
                  (exponenFal)	
  




                                                            Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
For	
  Social	
  Networks,	
  Number	
  of	
  Users	
  
                Is	
  A	
  Very	
  Important	
  “Feature”
                                                        	
  
                                                                          Reed’s Law
                                                        ~2N                                     Network	
  
                                                                      Users	
                    Value	
  

                                                              ~N2         2x	
                          4x	
  

                                                                 ~N       3x	
                          8x	
  

                                                                          4x	
                        16x	
  

     Details:	
  h[p://www.reed.com/dpr/locus/gfn/reedslaw.html	
         5x	
                        32x	
  



35                                                                    Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
Lessons	
  Learned	
  
n    When	
  you	
  have	
  contenFon	
  for	
  resources:	
  
       n  Define	
  objecFves	
  and	
  prioriFes	
  and	
  get	
  buy-­‐in	
  
       n  Explicitly	
  allocate	
  resources	
  

n    Improving	
  your	
  product	
  
       n  High	
  ROI	
  opportuniFes	
  usually	
  exist	
  
       n  Define	
  causality,	
  track	
  metrics,	
  and	
  iterate	
  

n    If	
  problems	
  arise,	
  focus	
  on	
  lowest	
  level	
  first	
  
       n  Live	
  site	
  issues	
  trump	
  new	
  features	
  
       n  Say	
  “no”	
  to	
  other	
  things	
  unFl	
  bleeding	
  stops	
  

n    For	
  social	
  products,	
  size	
  of	
  user	
  base	
  ma[ers	
  
                                                              Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  
QuesFons?	
  


@danolsen	
  
h[p://linkedin.com/in/danolsen98	
  
h[p://slideshare.net/dan_o	
  
h[p://olsensoluFons.com	
  
	
  
                  Copyright	
  ©	
  2013	
  Olsen	
  SoluFons	
  

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Product Lessons from the Early Days at Friendster by Dan Olsen

  • 1. Product  Lessons  from   the  Early  Days  at   Dan  Olsen   How  to  Build  Great  Products   April  12,  2013   Copyright  ©  2013  Olsen  SoluFons  
  • 2. My  Background   n  EducaFon   n  BS,  Electrical  Engineering,  Northwestern   n  MS,  Industrial  Engineering,  Virginia  Tech   n  MBA,  Stanford   n  Web  development  and  UI  design   n  20  years  of  Product  Management  Experience   n  Managed  submarine  design  for  5  years   n  5  years  at  Intuit,  led  Quicken  Product  Management   n  Led  Product  Management  at  Friendster   n  CEO  &  Cofounder  of  YourVersion  (personalized  news)   n  Product  consultant:  Box,  YouSendIt,  Epocrates,  Chartboost     Will  post  slides  to  h[p://slideshare.net/dan_o     Copyright  ©  2013  Olsen  SoluFons  
  • 3.
  • 4.
  • 5. 5
  • 6. Se_ng  the  Stage:  Summer  2004   n  2002:  Friendster  launches   n  Mar  2003:  Friendster  opens  to  public   n  Aug  2003:  MySpace  launches   n  Oct  2003:  Friendster  raises  $13M  from   Kleiner  &  Benchmark   n  Feb  2004:  Facebook  launches   n  April  2004:  Abrams  replaced  by  interim  CEO   n  June  2004:  New  CEO  hired   Copyright  ©  2013  Olsen  SoluFons  
  • 7. Wild  West  of  Social  Networking:   Friendster’s  CompeFFon  in  2004   Copyright  ©  2013  Olsen  SoluFons  
  • 8. Wild  West  of  Social  Networking:   Friendster’s  CompeFFon  in  2004   Tier  1   Tier  2   MySpace   Facebook   Orkut   Tickle   MulFply   Ryze   Hi5   Classmates   Tribe   Match   LinkedIn   Xanga   Blogger   Copyright  ©  2013  Olsen  SoluFons  
  • 9. Global Competition: Unique Visitors •  We are currently the global leader but everyone is growing •  Orkut was above us in August •  Hi5 is gaining ground internationally 7,000 6,000 Friendster Unique Visitors (000s) 5,000 Orkut Friendster 4,000 MySpace MySpace Hi5 3,000 Orkut Hi5 2,000 1,000 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 03 03 03 04 04 04 04 04 04 04 04 04
  • 10. U.S. Competition: Unique Visitors US Unique Monthly Users (000) 2500 2000 1500 1000 500 0 N 3 M 4 Se 3 O 3 04 D 3 Ja 3 03 Fe 4 04 Au 3 Au 4 Ju 4 M 4 Ap 4 -0 r-0 0 0 -0 -0 0 l-0 l-0 -0 -0 0 g- p- g- n- n- n- b- ct ov ec ay ar Ju Ju Ju 1 MYSPACE.COM 2 FRIENDSTER.COM 10
  • 11.
  • 12. •  Open  vs.  closed  network   Connected  to  Tom   At  most  2  degrees  away   •  Profile  personalizaFon   •  Music   •  Groups   •  Chat  (IM)   •  Blogs  
  • 13. ObjecFves,   PrioriFes,  &   Resource  AllocaFon   Copyright  ©  2013  Olsen  SoluFons  
  • 14. Business  ObjecFves   1.      Provide  a  Compelling  Product  Experience    1.a.  Ensure  good  site  upFme  (availability>  99.5%)    1.b.  Ensure  fast  site  performance  (page  render  Fme<  2  seconds)    1.c.  Ensure  good  user  saFsfacFon  (>x%)    1.d.  Ensure  good  ease  of  use  (>y%)    1.d.  Ensure  strong  product  value  proposiFon  relaFve  to  compeFFon    1.e.  Ensure  good  user  info/content  (current,  accurate,  detailed)   2.  Grow  US  Ac>ve  Users    2.a.  Improve  new  user  acquisiFon  (>  z  new  users/month)      2.a.1.    Improve  viral  acquisiFon  (e.g.,  avg  #  invites  per  user)      2.a.2.    Improve  non-­‐viral  acquisiFon  (e.g.,  acquire  users  at  CPA<$y)      2.b.  Improve  retenFon  of  exisFng  users  (retenFon  rate  >  x%)   3.  Grow  Revenue    3.a.  OpFmize  exisFng  business  models  (direct  sell-­‐through  %,  CPM)      3.a.1.    Grow  US  adverFsing  revenue      3.a.2.    Grow  internaFonal  adverFsing  revenue    3.b.  Experiment  with  new  business  models   15 Copyright  ©  2013  Olsen  SoluFons  
  • 15. Product  ObjecFves  &   Engineering  Resource  AllocaFon        1  -­‐  2      3  -­‐  4   Months  Months    30%    50%  1.  Provide  Compelling  Product  Experience        -­‐  Ensure  good  upFme  and  performance        -­‐  Improve  Usability        -­‐  Enhance  Value  ProposiFon    60%    30%  2.  Grow  US  AcFve  Users        -­‐  Improve  viral  acquisiFon        -­‐  Improve  yield  of  acquisiFon  process        -­‐  Improve  retenFon  &  frequency  of  use    10%    20%  3.  Grow  Revenue        -­‐  OpFmize  exisFng  ad  placements        -­‐  Experiment  with  new  ad  vehicles        -­‐  Experiment  with  new  business  models   Copyright  ©  2013  Olsen  SoluFons  
  • 16. Grow  US  AcFve  Users   Copyright  ©  2013  Olsen  SoluFons  
  • 17. Copyright  ©  2013  Olsen  SoluFons   Copyright  ©  2013  Olsen  SoluFons  
  • 18. Product MarCom Metrics/Research Acquire Reactivate Retain Copyright © 2013 Olsen Solutions
  • 19. Product MarCom Metrics/Research VH Address Book Scraper • US mthly active uniques data VH Improve Registration • Friendster monthly signups H Invitation Reminder Email • # of visitors to Friendster.com • Registration Data Acquire H Prospect Tour • Friends Invite Data H Improve Invite & Find Friend Features M Invitation Email Optimization M Extending site access to non-registered members • US Orphans Data VH Recurring newsletters Reactivate Orphan Strategy VH New Product Features • Cancellations • Emails Data Retain • Add a Friend Data Tutorials • Lapsed User Survey Copyright © 2013 Olsen Solutions 20
  • 20. OpFmizing   Viral   AcquisiFon   Copyright  ©  2013  Olsen  SoluFons  
  • 21. Friendster’s  Viral  Loop   % of users sending = 15% Invites per Invite invites sender = 2.3 click-through rate Active Invite Prospective Click Registration Fail Users Users Process % of users who are Succeed Don’t active Click Conversion = 85% Users rate •   MulFplied  together,  these  metrics  determine  your  viral  raFo   •   Which  metric  has  highest  ROI  opportunity?   Copyright  ©  2013  Olsen  SoluFons  
  • 22. The  Upside  PotenFal  of  a  Metric   ?   100%   100%   85%   15%   2.3   0   0   0   RegistraFon   %  of  users  sending   Avg  #  of  invites   Process  Yield   invitaFons   sent  per  sender   Max  possible   0.15  /  0.85  =  18%   0.85  /  0.15  =  570%   ?  /  2.3  =  ?%   improvement   Copyright  ©  2013  Olsen  SoluFons  
  • 23. Okay,  so  how  can  we  improve  the  metric?   n  How  do  we  increase  the  average  number  of   invites  being  sent  out  per  sender?   n  For  each  idea:   n  What’s  the  expected  benefit?  (how  much  will  it   improve  the  metric?)   n  What’s  the  expected  cost?  (how  many  engineer-­‐ hours  will  it  take?)   n  You  want  to  idenFfy  highest  ROI  idea   Copyright  ©  2013  Olsen  SoluFons  
  • 24. Aver  Launching  Address  Book  Importer…   25 Copyright  ©  2013  Olsen  SoluFons  
  • 25. Aver  Launching  Address  Book  Importer…   25 Copyright  ©  2013  Olsen  SoluFons  
  • 26. Aver  Launching  Address  Book  Importer…   25 Copyright  ©  2013  Olsen  SoluFons  
  • 27. ReacFvaFng  InacFve  Users   Copyright  ©  2013  Olsen  SoluFons  
  • 28.
  • 29. Personalized  Emails  Had   Amazing  User  Engagement   n  627,204  sent   n  615,402  delivered  98.1%  delivery  rate   n  248,627  opened  40.4%  open  rate   n  120,343  clicked  48.4%  click  rate  (opened)    19.6%  click  rate  (delivered)       Copyright  ©  2013  Olsen  SoluFons  
  • 30. Personalized  Emails  More  than   Doubled  ReacFvated  Users  
  • 31. Retaining  AcFve  Users   30 Copyright  ©  2013  Olsen  SoluFons  
  • 32. Olsen’s  Hierarchy  of  Web  User  Needs   (adapted  from  Maslow)   Customer’s Perspective What does it mean to us? How easy to use is it? Usability & Design Satisfaction Increasing Does the functionality Feature Set meet my needs? Does the functionality work? Absence of Bugs Dissatisfaction Decreasing Is the site fast enough? Page Load Time Is the site up when I want to use it? Uptime Copyright  ©  2013  Olsen  SoluFons  
  • 33. Friendster Q4 Product Roadmap Add to existing messages 1. New Features 1-to-many: Enable Members Ability to select Discussion Groups to Better multiple friends Boards Communicate & -Public -Public -Private Interact Ability to define -Private subsets of friends Instant Messaging 2. Improve UI & Usability CSS cleanup Header & Global Messaging Gallery UI Profile cleanup Nav cleanup UI cleanup cleanup & extensibility 3. Better & More Photos: More & bigger Dynamic Content Blogs/ Link to Links to my Links to most Blogs RSS: mine favorites popular 4. Improve Prospects Tour on Exposing parts of the Friendster New User Friendster.com site to non-registered users Acquisition
  • 34. So,  What  Happened?   Copyright © 2013 Olsen Solutions
  • 35. “Network  Effects”:   Not  all  Networks  are  Created  Equal   Network  Type   Broadcast   CommunicaFon   Social   Law   Sarnoff   Metcalfe   Reed   Example   Cable  TV   Fax  machines   Social  network   Network  value   N   N2   2N   proporFonal  to   (linear)   (squared)   (exponenFal)   Copyright  ©  2013  Olsen  SoluFons  
  • 36. For  Social  Networks,  Number  of  Users   Is  A  Very  Important  “Feature”   Reed’s Law ~2N Network   Users   Value   ~N2 2x   4x   ~N 3x   8x   4x   16x   Details:  h[p://www.reed.com/dpr/locus/gfn/reedslaw.html   5x   32x   35 Copyright  ©  2013  Olsen  SoluFons  
  • 37. Lessons  Learned   n  When  you  have  contenFon  for  resources:   n  Define  objecFves  and  prioriFes  and  get  buy-­‐in   n  Explicitly  allocate  resources   n  Improving  your  product   n  High  ROI  opportuniFes  usually  exist   n  Define  causality,  track  metrics,  and  iterate   n  If  problems  arise,  focus  on  lowest  level  first   n  Live  site  issues  trump  new  features   n  Say  “no”  to  other  things  unFl  bleeding  stops   n  For  social  products,  size  of  user  base  ma[ers   Copyright  ©  2013  Olsen  SoluFons  
  • 38. QuesFons?   @danolsen   h[p://linkedin.com/in/danolsen98   h[p://slideshare.net/dan_o   h[p://olsensoluFons.com     Copyright  ©  2013  Olsen  SoluFons