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Dont Give Up Crappy App

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How to salvage a failing Facebook application, from the London Facebook Developer Garage in November 2009

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Dont Give Up Crappy App

  1. 1. Good idea but poor execution?
  2. 2. <ul><li>A common Facebook app problem: </li></ul><ul><li>You have a good app idea </li></ul><ul><li>You’re convinced users will love it </li></ul><ul><li>You design it, build it and launch it </li></ul><ul><li>… and nobody uses it </li></ul><ul><li>So was it a good idea? </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  3. 3. <ul><li>Some reasons an app may fail </li></ul><ul><li>It wasn’t a good idea after all </li></ul><ul><li>There’s a better version out there </li></ul><ul><li>No viral loop or marketing </li></ul><ul><li>You haven’t reached the right users </li></ul><ul><li>You didn’t implement it very well </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  4. 4. <ul><li>Some reasons an app may fail </li></ul><ul><li>It wasn’t a good idea after all </li></ul><ul><li>There’s a better version out there </li></ul><ul><li>No viral loop or marketing </li></ul><ul><li>You haven’t reached the right users </li></ul><ul><li>You didn’t implement it very well </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  5. 5. <ul><li>The importance of </li></ul><ul><li>post-launch tuning </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  6. 6. <ul><li>Write developer monetisation tools </li></ul><ul><li>Headliners (banner ads) for Social Cash </li></ul><ul><li>Develop applications: </li></ul><ul><li>Soccer Stars (20k MAU, 3k daily) </li></ul><ul><li>Six Degrees of Separation (RIP) </li></ul><ul><li>Four in a Row (155k MAU, 10-15k daily) </li></ul><ul><li>And various other partial successes and complete failures </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  7. 7. <ul><li>Salvaging a crappy app from failure </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  8. 8. <ul><li>“ Four in a Row” </li></ul><ul><li>Sold by Hasbro as Connect Four® </li></ul><ul><ul><li>But they didn’t invent it </li></ul></ul><ul><ul><li>Which means I can build it </li></ul></ul><ul><li>A game with proven popularity </li></ul><ul><li>Existing competition on Facebook not good </li></ul><ul><li>Fairly easy to build </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  9. 9. <ul><li>Core app features </li></ul><ul><li>Start games against friends </li></ul><ul><li>Play games at different speeds </li></ul><ul><ul><li>either real-time or asynchronous </li></ul></ul><ul><li>Make “open” challenges that anyone can accept </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  10. 10. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage Games in progress Challenges sent and received Leaderboard Lets you start a new game
  11. 11. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page When it’s your turn, drop a counter into a column
  12. 12. <ul><li>Early traffic results </li></ul><ul><li>Sent 96 clicks </li></ul><ul><ul><li>At a cost of around $40 </li></ul></ul><ul><li>Had 75 app installs </li></ul><ul><li>Only 24 games played </li></ul><ul><li>Only 1 in 3 users even started a game </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  13. 13. <ul><li>Why wasn’t it working? </li></ul><ul><li>It wasn’t a good idea after all? - possibly </li></ul><ul><li>There’s a better version out there? – nope, the competition isn’t up to much </li></ul><ul><li>No viral loop or marketing? – I’m buying clicks from Facebook </li></ul><ul><li>Haven’t reached the right users? – unlikely, targeting people who like board games </li></ul><ul><li>I didn’t implement it very well??? – surely not…? </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  14. 14. <ul><li>Another look at the homepage </li></ul><ul><li>Why aren’t users starting games? </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  15. 15. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage, as possibly seen by a new user What do I do here? How long is a good time per move? What does it even mean? What’s this showing me? Oh, nothing yet. What’s this? It looks scary. What will I get myself into?
  16. 16. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Homepage, as possibly seen by a new user What do I do here? How long is a good time per move? What does it even mean? What’s this showing me? Oh, nothing yet. What’s this? It looks scary. What will I get myself into?
  17. 17. <ul><li>How to fix it </li></ul><ul><li>Get users playing games more quickly </li></ul><ul><ul><li>Just drop them in a game </li></ul></ul><ul><li>Take away the decision-making process </li></ul><ul><ul><li>Just drop them in a game </li></ul></ul><ul><li>Remove the social barriers for new users to make and accept challenges </li></ul><ul><ul><li>Just drop them in a game </li></ul></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  18. 18. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page Geared towards getting users into a game asap
  19. 19. 11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Game page I play a game now? I reckon so A quick game? In case I missed the other button Play a friend Type their name and send Play against an online friend Like an invite, but in a low-key way and more immediate
  20. 20. <ul><li>Much more wondrous statistics </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash. Version 1 Version 2 Date New users Paid clicks # Games 15/09/2009 75 96 24 16/09/2009 187 135 281 17/09/2009 292 145 463 18/09/2009 252 176 815 19/09/2009 273 173 1117  … .  … .   … .   … . 15/10/2009 3999 0 24805 16/10/2009 4270 0 27276 17/10/2009 5714 0 33921
  21. 21. <ul><li>If the idea is good then the implementation may be wrong </li></ul><ul><li>Measure as much as you can so you know the weak points </li></ul><ul><li>Version 1 is only half way there </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.
  22. 22. <ul><li>[email_address] </li></ul><ul><li>twitter.com/karlbunyan </li></ul><ul><li>apps.facebook.com/playfourinarow </li></ul>11/12/09 Confidential. Copyright (c) 2009 by SocialCash.

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