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Bay Chi – Stanford Class Synthesis


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Bay Chi – Stanford Class Synthesis

  1. 1. BayCHI – Stanford class Creating engaging facebook applications
  2. 2. How do Web 2.0 sites persuade
  3. 3. Customer lifecycle <ul><li>A cquisition: users come to the app from various channels </li></ul><ul><li>A ctivation: users enjoy 1 st visit, happy user experience </li></ul><ul><li>R etention: users come back, visit site multiple times </li></ul><ul><li>R eferral: users like product enough to refer to others </li></ul><ul><li>R evenue: users conduct some monetization behaviour </li></ul>
  4. 4. Customer lifecycle <ul><li>Just hypothesiz e a customer lifecycle </li></ul><ul><li>Design, build and test around that </li></ul><ul><li>Iterate quickly </li></ul>
  5. 5. Common insights <ul><li>Meaningless apps: </li></ul><ul><li>Keep it simple, not too much info </li></ul><ul><li>Appeal to emotion / be positive </li></ul><ul><li>Use one action </li></ul><ul><li>Build a community </li></ul><ul><li>Use the newsfeed to guide traffic to your application </li></ul><ul><li>Make it attractive but not detractive </li></ul>
  6. 6. Common insights <ul><li>Meaningful / Useful apps: </li></ul><ul><li>Create for some, not everyone </li></ul><ul><li>Create social conscious </li></ul><ul><li>Can be quite complicated, can require more actions </li></ul><ul><li>Credibility issues </li></ul><ul><li>Distribution issues </li></ul>
  7. 7. Six Patterns of Success II. Adapted Patterns I. Native Patterns IIB Deception Fake FB buttons, install tabs, bait & switch X Me, Bless you, Kiss Me, Zombies Likeness, Send HOTNESS, Are YOU interested? Graffiti, iLike, Movies, (fluff) friends SuperWall, BumperSticker, Quizzes IIA. Competition Scrabulous, Jetman, Leaderboards 1. Individually Directed 2. Group Directed A. Take Action 1A. Provoke & Retaliate 2A. Reveal & Compare B. Create Artifact 1B. Self-expression 2B. Group Exchange