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Creating Sharability - How to Create Features in Your Product That Encourage Social Sharing

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If you want to generate traffic through social media, you need to give users something they'll want to share. ("Lightning Talk" presented at SF Growth Hacker meetup.)

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Creating Sharability - How to Create Features in Your Product That Encourage Social Sharing

  1. 1. Creating Sharability SF Growth Hacker Social & Lightning Talks July 10, 2013 Ehren Reilly @ehrenreilly Growth hacker since 2005 Product manager for several B2C startups Currently founding member of the organic growth team at IAC
  2. 2. Social Sharing Good news: Highly effective marketing for $0! Bad news: You can’t do it on your own. You need your users to help you. Almost no one will share your product just because it’s an awesome product.
  3. 3. MOAR buttons ≠ social sharing growth strategy
  4. 4. Sharing for No Reason? • Don’t just stick a share interface into your product. • Think about the value proposition for the user. • Would you share this thing?
  5. 5. Who Will Do Your Social Sharing Work For You? People who use and like your product Fans who really want to promote your product via social sharing People who share stuff just because it’s cool.
  6. 6. People who use and like your product Fans who really want to promote your product via social sharing People who share stuff just because it’s cool. Just be awesome Make your stuff more sharable Viral marketing
  7. 7. What Motivates People to Share? 1. Economic benefit 2. Self-expression & self-promotion 3. Social capital 4. Utility & communication
  8. 8. Economic Benefit • Access new content • Earn points/currency/status • Affiliate referral bonus
  9. 9. Self-expression & self-promotion • People don’t want to share your stuff. • People want to share their stuff. – Playlists – Users’ own user- generated content – Custom created merchandise
  10. 10. Self-expression & Self-promotion • User-generated quiz site Quibblo.com • Doubled sharing rate and tripled referral traffic from Facebook with one small change to sharing process. • “Share this quiz”  “Share your result”
  11. 11. Social Capital • People want to be cool and in-the-know. • Give sharers something that will entertain or delight their peers.
  12. 12. Utility & Communication • Give people a message they want to tell others about. • Present your share tool at the time they want to communicate that message.

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