Wall of Shame Documentation

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The story of Facebook Application Wall of Shame

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Wall of Shame Documentation

  1. 1. The Story of Wall of Shame Presented by Rokas SAlasevicius Gabe Alatorre Jeff Laretto
  2. 2. What We Thought in the Beginning… <ul><li>“ All the applications on Facebook are about loving friends.” </li></ul><ul><li>“ Let’s create an Evil application. The one that is about hating on something.” </li></ul><ul><li>Wall of Shame </li></ul>Great Idea! It will go viral, we will attract so much attention. I am not sure about it, but we can try…
  3. 3. What Initial Feedback Did We Get? <ul><li>BJ Fogg </li></ul><ul><ul><li>“ I am so NOT impressed by your application…” </li></ul></ul><ul><li>Dave McClure </li></ul><ul><ul><li>“ This application rocks. Cool concept, great potential for virality…” </li></ul></ul><ul><li>Most common answers from online questionnaire </li></ul><ul><ul><li>“ I doubt I would use the application…” </li></ul></ul><ul><ul><li>“ I will not invite my friends to use it…” </li></ul></ul>
  4. 4. The Golden Rule <ul><li>Don’t analyze </li></ul><ul><li>Move on </li></ul><ul><li>Try it </li></ul><ul><li>Let’s do it! </li></ul>
  5. 5. This Is Our Result <ul><li>Choose a topic </li></ul><ul><li>Hate on it </li></ul><ul><li>Tag friends </li></ul><ul><li>Link to it </li></ul><ul><li>Make a list of top 5 hated things </li></ul><ul><li>See popular hate objects </li></ul>
  6. 6. AARRR Basics <ul><li>Acquisition – where do users come from? </li></ul><ul><li>Activation – how do you make them happy with your app? </li></ul><ul><li>Retention – do they come back over time? </li></ul><ul><li>Referral – will they tell their friends about it? </li></ul><ul><li>Revenue – can you monetize any of this behavior? </li></ul>
  7. 7. AARRR in Action <ul><li>Acquisition </li></ul><ul><ul><li>Hey, come and start hating </li></ul></ul><ul><li>Activation </li></ul><ul><ul><li>This is your territory, shame and hate on whoever you want </li></ul></ul><ul><li>Retention </li></ul><ul><ul><li>Hey check out who is the biggest hating object today! </li></ul></ul><ul><li>Referral </li></ul><ul><ul><li>It is more fun to hate on someone together, invite your friends </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Advertising </li></ul></ul>
  8. 8. Acquisition and Activation <ul><li>Various channels </li></ul><ul><ul><li>Mini / news feed – “Jeff has installed the Wall of Shame are you gonna take the lying down?” </li></ul></ul><ul><ul><li>Mini / news feed – “Jeff hates Microsoft. Are you gonna respond?” </li></ul></ul><ul><ul><li>Invite friends page </li></ul></ul><ul><ul><li>Notifications – “Jeff hates on you. Are you gonna respond?” </li></ul></ul>
  9. 9. Activation <ul><li>Appeal – let’s have fun </li></ul><ul><ul><li>Browse the list of most popular hate objects </li></ul></ul><ul><ul><li>Express yourself </li></ul></ul><ul><ul><li>Hate whoever you want </li></ul></ul><ul><ul><li>Link to the object online </li></ul></ul><ul><li>Appeal – let’s have fun </li></ul><ul><ul><li>Browse the list of most popular hate objects </li></ul></ul><ul><ul><li>Express yourself </li></ul></ul><ul><ul><li>Hate whoever you want </li></ul></ul><ul><ul><li>Link to the object online </li></ul></ul>
  10. 10. Retention, Referral, Revenue <ul><li>Hey come and check what’s new </li></ul><ul><ul><li>Hate of the day </li></ul></ul><ul><ul><li>Hate of the week </li></ul></ul><ul><ul><li>Popular by friends </li></ul></ul><ul><ul><li>Popular by network </li></ul></ul><ul><li>Emphasis on the invitation page </li></ul><ul><ul><li>Message “It is more fun to hate on someone together” </li></ul></ul><ul><ul><li>Tagging friends on hate object i.e. my friend hates McKinsey, I tag them to my cause and give strong reason to support </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Advertisements </li></ul></ul>
  11. 11. After Two Weeks <ul><li>Our application sucks… </li></ul><ul><li>We have only several hundred users </li></ul><ul><li>Graphics is terrible </li></ul><ul><li>Users don’t like the concept </li></ul><ul><li>Too early to give up </li></ul><ul><li>Time for Turn Around </li></ul>
  12. 12. Our New Graphics <ul><li>The same concept </li></ul><ul><li>Pictures instead of words </li></ul><ul><li>This looks so much better </li></ul>
  13. 13. Honestly… <ul><li>This is still the same concept </li></ul><ul><li>Our application is not engaging </li></ul><ul><li>People have no incentives to invite others </li></ul><ul><li>Let’s ditch it! </li></ul><ul><li>Let’s move on to something else </li></ul>
  14. 14. <ul><li>END of STORY </li></ul>

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