3-Steps solution for Growth Hacking
•
2 likes•510 views
Structured 3-step approach to scale any app or internet solution: improve sampling, motivate registrations and enhance engagement
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to 3-Steps solution for Growth Hacking
Similar to 3-Steps solution for Growth Hacking (20)
Recently uploaded
Recently uploaded (20)
3-Steps solution for Growth Hacking
- 1. Growth Hacking Best Practices Priyom Sarkar Sep 2016
- 2. 2 The road to Growth Motivate Registration Get samplers Retain active base
- 3. Samplers may be attracted through innovative marketing campaigns and referrals Get samplers Through existing visitors Voluntary Referral Visitor contact marketing Independent Marketing Owned Media Earned Media Paid Media 3 Get samplers Motivate Registration Retain active base
- 4. Getting samplers to register requires strong motivational push and efficient registration process 4 Get samplers Motivate Registration Retain active base Key motivations Status Access Power Stuff Process Informational Quick
- 5. Engagement is the key driver for retaining visitors 5 Get samplers Motivate Registration Retain active base Engagement techniques Technical product features Content quality Structural/ Motivational Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun Gamification
- 6. Games are proven engagement drivers “Right now we spend 3 billion hours a week playing online games! Collectively all the World of Warcraft gamers have spent more than 5.93 million years online. 5.93 million years ago was when our earliest primate human ancestors stood up” 6 Gamers’ emotions -Phil Tolenado photography -Jane McGonigal, Game Designer, TED Speaker Gamification is use of game mechanics and experience design to engage and motivate people to achieve their goals - Gartner
- 7. Duolingo: Language learning Samsung Nation Foursquare TripAdvisor Nissan app LinkedIn 70% of the world’s biggest companies are actively using Gamification1 1 Source: Gartner 7
- 8. An app can be Gamified using a structured 5-step process Define Objectives •Define business objectives and intended behaviour Map Target Behaviour •Monitor KPIs to track behaviour Segment and incentivize users •Cater to different gamer types Create loops •Create Activity and Progression loops Make it fun •Add structured fun elements 8 Gamification Design Framework Courtesy Prof. Kevin Werbach, Wharton
- 9. 1. Define objectives and intended behaviour Define object ives Map Target Behaviour Segment and incentivize users Create loops Make it fun 9 Get new visitors • Refer friends Incentivize users to register • Register • Provide demographics info • Provide interest info Retain active base • Keep returning frequently • Watch more content Business Objectives User Behaviour
- 10. 2. Map Target Behaviour and Monitor KPIs Define objectives Map Target Behavi our Segment and incentivize users Create loops Make it fun 10 Get new visitors • Refer friends Incentivize users to register • Register • Provide demographics info • Provide interest info Retain active base • Keep returning frequently • Watch more content User Behaviour KPI •# of referrals/ registered user •# of referrals registering •# of unique visitors •% of visitors registering •% of registered users providing info •Daily actives/ Monthly Actives •ATS •# of repeat visits/ user/ mon Business Objectives
- 11. 3. Segment and incentivize users Define objectives Map Target Behaviour Segme nt and incenti vize users Create loops Make it fun 11Amy is CEO of Shuffle Brain and renowned researcher on online communities Collaborator Like interacting with other players Comment, Like, Share Creator Love creating new content Response video, customize, playlist Explorer Love acting on existing content Review, Vote, Rate Competitor Love competing with other players Win, challenge, show-off Amy Jo Kim’s Social Action Matrix About Incentive
- 12. Kids are turning creators on digital platforms Unboxing: Challenges: Malik Ducard, Global Head of Family and Learning at YouTube: “Kids are born creators…they do not only want to watch it (the content)… they want to create their own… they want to press that like button… put in a comment or create their own version or response video…” 12
- 13. 4. Create activity and progression loops Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun 13 Activity Loop Motivation: Achieving mastery on profile strength Action: Filling in more profile information Feedback: "XX% profile completion" LinkedIn profile completion bar (Micro level; Individual user action)
- 14. 4. Create activity and progression loops Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun 14 Progression Loop Defining the player journey • Simplified Onboarding o How-to guides/ videos o Tooltips/ popups for key features o Incentives for watching the first video, spending 1st 20 min, etc. • "Quests" and "challenges" to continue discovering new features, genres, etc. • Give a sense of progression by rising through levels
- 15. 5. Make it fun Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun 15 People Fun (Friendship) Amusement from competition and cooperation Social engagement elements e.g. comment, like, share Easy Fun (Novelty) Curiosity from exploration, role play, and creativity UI elements (Netflix Kimmify), navigation Hard Fun (Challenge) Epic win, from achieving a difficult goal Quests and challenges - e.g. binge watch for 5 hours Serious Fun (Meaning) Excitement from changing the player and their world Social benefit elements, gifting, edu-learn videos About Impleme ntation Source: Nicole Lazzaro, Founder CEO – XEO Design, world-renowned game designer who pioneered measuring emotions on players faces Nicole Lazzaro’s fun classification model
- 16. Netflix Fun - Kimmy-fy: Before 16
- 17. Netflix Fun - Kimmy-fy: After 17
- 18. 5. Make it fun Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun 18 People Fun (Friendship) Amusement from competition and cooperation Social engagement elements e.g. comment, like, share Easy Fun (Novelty) Curiosity from exploration, role play, and creativity UI elements (Netflix Kimmify), navigation Hard Fun (Challenge) Epic win, from achieving a difficult goal Quests and challenges - e.g. binge watch for 5 hours Serious Fun (Meaning) Excitement from changing the player and their world Social benefit elements, gifting, edu-learn videos About Impleme ntation Source: Nicole Lazzaro, Founder CEO – XEO Design, world-renowned game designer who pioneered measuring emotions on players faces Nicole Lazzaro’s fun classification model
- 19. End to end Gamification process to include a balanced mix of elements 19 Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun Dynamics: Big picture elements Mechanics: Processes to drive forward Components: Specific implementations Gamification elements
- 20. End to end Gamification process to include a balanced mix of elements 20 Define objectives Map Target Behaviour Segment and incentivize users Create loops Make it fun Gamification elements Dynamics: Big picture elements Mechanics: Processes to drive forward Components: Specific implementations Emotions – Happy place Narrative – mix of socialization and easy fun Progression – sense of mastery Relationships – Between visitors and content Challenges– e.g. 5-hr binge Cooperation or Competition among visitors Feedback– informing visitors on performance (# of videos watched today) Rewards – Expected and unexpected Points Leaderboards Badges Virtual Goods - Stickers Levels Social Graphs Gamification elements
- 21. Next Step - Prioritization of actions 21 S# Initiative 1 Personalization of app for each user 2 Channel and Language filter 3 . . . 4 . . . 5 Timely uploads 6 . . . 7 . . . 8 . . . 9 . . . 10 Binge watch challenge 11 . . . 12 . . . 13 . . . 14 . . . 15 Loading time improvement X X: S.# of Initiative Size of Bubble represents inverse of complexity level Product Feature Content Feature Technical Feature Motivational Feature
- 23. Acknowledgements Key inputs and contribution by: • Shwetal Karade (Assistant Manager, Corp. Strategy – Viacom18 Media) • Atishaya Jain (IIT Mumbai - Mech. Engineering; Summer Intern @V18) 23
Editor's Notes
- Other possible objectives: Add an element of fun in browsing, video viewing, Make video vewing a Social experience Provide a sense of progression Ensure a wide category of genres is viewed shared (e.g. Hindi GEC, Youth, etc.)