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AARRR on the
Facebook Platform
AARRR what?
not just for pirates
• acquisition - # where / what
  channels do users come from?
• activation - what % have a quot;happy...
AARRR on platforms
AARRR on platforms
AARRR a food fight
• acquisition   Hey, Come Throw Food


• activation    Get In the Food Fight!


• retention       Throw ...
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AARRR and the FB Platform

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Adapted from DaveMcClure's Internet marketing shpiel (http://500hats.typepad.com/500blogs/2007/06/internet-market.html).

Created by Rob Fan for the week 3 lecture of Stanford CS377W (THE Facebook Class).

Published in: Business, Technology
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AARRR and the FB Platform

  1. AARRR on the Facebook Platform
  2. AARRR what?
  3. not just for pirates • acquisition - # where / what channels do users come from? • activation - what % have a quot;happyquot; initial experience? • retention - do they come back & re- visit over time? • referral - do they like it enough to tell their friends? • revenue - can you monetize any of this behavior?
  4. AARRR on platforms
  5. AARRR on platforms
  6. AARRR a food fight • acquisition Hey, Come Throw Food • activation Get In the Food Fight! • retention Throw More Food • referral Invite & Involve Friends • revenue Earn Credits for Food
  7. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels
  8. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed
  9. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations
  10. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications
  11. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications ‣profile box
  12. acquisition A A R R R users, users, users! Hey, Come Throw Food •strong call to respond •varying acquisition channels ‣minifeed/newsfeed ‣invitations ‣notifications ‣profile box ‣wall attachments
  13. activation A A R R R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps
  14. activation A A R R R let’s get throwing... Get In the Food Fight! •strong call to action •simple! •directional flow •limited steps
  15. retention A A R R R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration
  16. retention A A R R R Gonna hit you so good with tripe Throw More Food •utility •history & stats •social graph integration
  17. referral A A R R R he’s throwing what at me? Invite & Involve Friends •strong call to action & respond •social graph integration •app cross promotion
  18. referral A A R R R he’s throwing what at me? Invite & Involve Friends •strong call to action & respond •social graph integration •app cross promotion
  19. revenue A A R R R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange
  20. revenue A A R R R give me more lunch money! Earn Credits for Food •monetizing core behavior •increasing engagement •link exchange
  21. conversion metrics illust rativ acquisition e 5000 acquired users Hey, Come Throw Food 500 active users @ activation Get In the Food Fight! avg. 1.5 throws per visit retention 3 visits per user per week Throw More Food 5 invited per week of that referral Invite & Involve Friends 1.5 activate per week revenue $0.25 per user per month Earn Credits for Food

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