Yo Momma!  Can We Beat “Rock You”? Marketing, Dashboard, Features Rokas Salasevicius Jeff Laretto Gabe Alatorre
The Beginning of the Story… <ul><li>We created a wonderful  “Yo Momma!” App. </li></ul><ul><li>And found 5 competitors alr...
How do They Do? 1% 2% Not too bad, you can make business out of it…
More Statistics About Them Not there 4 days Not there Not there 0 days Days to reach 1000 users Who cares Australians Who ...
Let’s Check Out the Leaders <ul><li>“ Rock You” started with 11,000 users on day 1 </li></ul><ul><li>The start for Austral...
What’s Our Plan?  <ul><li>Dave McClure to the rescue </li></ul>What is that? AARRR
AARRR Basics <ul><li>Acquisition – where do users come from? </li></ul><ul><li>Activation – how do you make them happy? </...
Acquisition <ul><li>The whole application is “advanced invite page”   </li></ul><ul><li>Call to action on the first reques...
Activation <ul><li>Activation – making users happy </li></ul><ul><ul><li>Mess with your friends  </li></ul></ul><ul><ul><l...
Retention and Referral <ul><li>Retention </li></ul><ul><ul><li>Check out new jokes </li></ul></ul><ul><ul><li>Suggest joke...
Revenue <ul><li>Stream I </li></ul><ul><ul><li>Advertising revenues </li></ul></ul><ul><ul><li>Possible partner: Cubics  <...
Marketing Plan Diagram Prepared by some Consulting Company   We talked about our viral platform, but still…
Getting 5,000 users <ul><li>Current Promotion Plan </li></ul><ul><ul><li>Viral platform </li></ul></ul><ul><ul><li>Targete...
Finding Yo Momma Fans <ul><li>More than 500 Yo Momma groups on Facebook </li></ul><ul><li>Contact group administrators </l...
Let’s Do It! <ul><li>E-mail 1 </li></ul><ul><li>E-mail 2 </li></ul><ul><li>E-mail 3 </li></ul><ul><li>… </li></ul><ul><li>...
Do It Slowly <ul><li>Metrics </li></ul><ul><li>10 messages per day to groups with 500 people </li></ul><ul><li>Current res...
Create Specific Event on Facebook <ul><li>A way to invite your friends </li></ul><ul><ul><li>Create event “Testing Yo Momm...
Other Tools <ul><li>Cross promotions with other applications </li></ul><ul><li>Blog posts </li></ul><ul><li>Posting videos...
Features and Iterations Listening to our users Learning from our competitors
What Do Competitors Do? Display  joke on your profile
Their Canvas Page – No Features Australians “ Rock You” –  Invite Page
Comparing to Leading Competitors <ul><li>What do we like about them? </li></ul><ul><ul><li>Simplicity </li></ul></ul><ul><...
Enhancing User Experience <ul><li>What do users want? </li></ul><ul><ul><li>Propose a joke </li></ul></ul><ul><ul><li>Have...
Feature Development Plan  November Week 2 <ul><li>For profile box/news feed </li></ul><ul><ul><li>include image of &quot;Y...
Feature Development Plan  November Week 3 <ul><li>Redo canvas page to have user do less work to lob jokes </li></ul><ul><l...
Feature Development Plan  November Week 4 <ul><li>Continue work from previous week </li></ul><ul><li>Batch respond – abili...
Feature Development Plan  December Week 1 <ul><li>Have a mother’s pride meter that decreases as more jokes are flung at yo...
Feature Development Plan  December Week 1-2 <ul><li>Have a mother’s pride meter that decreases as more jokes are flung at ...
Thank You! Help us get first 5,000 users Install Our Application Today Apps.facebook.com/trashtalker
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Yo Momma! Documentation

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Documentation of Yo Momma! application

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Yo Momma! Documentation

  1. 1. Yo Momma! Can We Beat “Rock You”? Marketing, Dashboard, Features Rokas Salasevicius Jeff Laretto Gabe Alatorre
  2. 2. The Beginning of the Story… <ul><li>We created a wonderful “Yo Momma!” App. </li></ul><ul><li>And found 5 competitors already… </li></ul>
  3. 3. How do They Do? 1% 2% Not too bad, you can make business out of it…
  4. 4. More Statistics About Them Not there 4 days Not there Not there 0 days Days to reach 1000 users Who cares Australians Who cares Who cares Rock You Developer $0 $147,000 $59 $118 $55,000 Valuation 0 5,600 7 26 1,880 Active users 17 280,000 400 500 188,000 Installs 9.15.2007 7.3.2007 10.2.2007 8.24.2007 7.3.2007 Start Yo Momma Yo Momma Yo Mama… Yo Mama So Fat Yo Mama Jokes Categories
  5. 5. Let’s Check Out the Leaders <ul><li>“ Rock You” started with 11,000 users on day 1 </li></ul><ul><li>The start for Australians was pretty rough </li></ul><ul><li>4 days to reach 1,000 users </li></ul><ul><li>The breakthrough after 5,000 users are reached </li></ul><ul><li>After a month “Rock You” was taken over </li></ul><ul><li>There is some hope for us  </li></ul><ul><li>And for you… </li></ul>
  6. 6. What’s Our Plan? <ul><li>Dave McClure to the rescue </li></ul>What is that? AARRR
  7. 7. AARRR Basics <ul><li>Acquisition – where do users come from? </li></ul><ul><li>Activation – how do you make them happy? </li></ul><ul><li>Retention – what makes them come back? </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>
  8. 8. Acquisition <ul><li>The whole application is “advanced invite page” </li></ul><ul><li>Call to action on the first request to join </li></ul>Clown back
  9. 9. Activation <ul><li>Activation – making users happy </li></ul><ul><ul><li>Mess with your friends </li></ul></ul><ul><ul><li>Browse the list of funniest jokes </li></ul></ul><ul><ul><li>Suggest a joke </li></ul></ul><ul><ul><li>Earn points and do more </li></ul></ul>So fat So ugly So dirty So Greasy
  10. 10. Retention and Referral <ul><li>Retention </li></ul><ul><ul><li>Check out new jokes </li></ul></ul><ul><ul><li>Suggest jokes </li></ul></ul><ul><li>Referral </li></ul><ul><ul><li>Send jokes to your friends </li></ul></ul><ul><ul><li>Earn points by sending invitations </li></ul></ul><ul><ul><li>Enhance your status by engaging others </li></ul></ul>
  11. 11. Revenue <ul><li>Stream I </li></ul><ul><ul><li>Advertising revenues </li></ul></ul><ul><ul><li>Possible partner: Cubics </li></ul></ul><ul><li>Stream II </li></ul><ul><ul><li>Referrals to buy T-shirts with Yo Momma jokes </li></ul></ul><ul><ul><li>Possible partner: Zazzle </li></ul></ul>
  12. 12. Marketing Plan Diagram Prepared by some Consulting Company  We talked about our viral platform, but still…
  13. 13. Getting 5,000 users <ul><li>Current Promotion Plan </li></ul><ul><ul><li>Viral platform </li></ul></ul><ul><ul><li>Targeted promotion inside Facebook </li></ul></ul><ul><ul><li>External advertising </li></ul></ul><ul><ul><li>Cross promotion with other applications </li></ul></ul><ul><li>Long term consideration </li></ul><ul><ul><li>Partnership with MTV show Yo Momma! </li></ul></ul>
  14. 14. Finding Yo Momma Fans <ul><li>More than 500 Yo Momma groups on Facebook </li></ul><ul><li>Contact group administrators </li></ul><ul><li>Ask to send link to our application to all group members </li></ul><ul><li>We’ll be in potential reach of 100,000 members! </li></ul>
  15. 15. Let’s Do It! <ul><li>E-mail 1 </li></ul><ul><li>E-mail 2 </li></ul><ul><li>E-mail 3 </li></ul><ul><li>… </li></ul><ul><li>Email 13 </li></ul>What? Facebook detected activity that resembles spamming. This may lead to your account being disabled.
  16. 16. Do It Slowly <ul><li>Metrics </li></ul><ul><li>10 messages per day to groups with 500 people </li></ul><ul><li>Current response rate from group administrators 10% </li></ul><ul><li>Expected response rate from group members 20% </li></ul><ul><li>Potential installs = 10*500*10%*20% = 100 </li></ul>
  17. 17. Create Specific Event on Facebook <ul><li>A way to invite your friends </li></ul><ul><ul><li>Create event “Testing Yo Momma Application” </li></ul></ul><ul><ul><li>Call to action “Need your feedback on our new application </li></ul></ul><ul><ul><li>Invite all of the friends to attend the event and install the application </li></ul></ul><ul><li>Metrics </li></ul><ul><ul><li>Potential attendees 1000 </li></ul></ul><ul><ul><li>Expected response rate 20% </li></ul></ul><ul><ul><li>New installs 200 </li></ul></ul>
  18. 18. Other Tools <ul><li>Cross promotions with other applications </li></ul><ul><li>Blog posts </li></ul><ul><li>Posting videos from Youtube with Yo momma show episodes </li></ul><ul><li>Tagging friends to relevant posts and videos </li></ul>Why we are talking and not doing it? My Facebook account is on watch!
  19. 19. Features and Iterations Listening to our users Learning from our competitors
  20. 20. What Do Competitors Do? Display joke on your profile
  21. 21. Their Canvas Page – No Features Australians “ Rock You” – Invite Page
  22. 22. Comparing to Leading Competitors <ul><li>What do we like about them? </li></ul><ul><ul><li>Simplicity </li></ul></ul><ul><ul><li>Joke generator function on the profile </li></ul></ul><ul><ul><li>They are first in the market with 200,000 users </li></ul></ul><ul><li>Why we think we can beat them? </li></ul><ul><ul><li>Applications are built on stand alone basis </li></ul></ul><ul><ul><li>Lack of user engagement and interaction with peers </li></ul></ul>
  23. 23. Enhancing User Experience <ul><li>What do users want? </li></ul><ul><ul><li>Propose a joke </li></ul></ul><ul><ul><li>Have fun </li></ul></ul><ul><ul><li>Simple interface </li></ul></ul><ul><li>What do we want? </li></ul><ul><ul><li>More virality </li></ul></ul><ul><ul><li>More user engagement </li></ul></ul>
  24. 24. Feature Development Plan November Week 2 <ul><li>For profile box/news feed </li></ul><ul><ul><li>include image of &quot;Yo Momma&quot; brand that is clickable </li></ul></ul><ul><ul><li>make more items clickable with links to app (e.g. picture) </li></ul></ul><ul><ul><li>enlarge text that links to app </li></ul></ul><ul><li>Reword call to action text to be more persuasive in canvas page </li></ul><ul><li>Add brief line on top of canvas page explaining points </li></ul>
  25. 25. Feature Development Plan November Week 3 <ul><li>Redo canvas page to have user do less work to lob jokes </li></ul><ul><li>Implement a custom joke feature. Earning enough points, users will be able to create jokes </li></ul><ul><li>Have a tab for user-created jokes </li></ul><ul><li>Give user who created joke points every time another user uses their joke </li></ul>
  26. 26. Feature Development Plan November Week 4 <ul><li>Continue work from previous week </li></ul><ul><li>Batch respond – ability to respond to all users who have clowned your mom with a single joke </li></ul>
  27. 27. Feature Development Plan December Week 1 <ul><li>Have a mother’s pride meter that decreases as more jokes are flung at you, increases as you send jokes </li></ul><ul><li>Create tab that shows jokes your friends have said about other people’s mom and have a “Clown their mom too” option </li></ul>
  28. 28. Feature Development Plan December Week 1-2 <ul><li>Have a mother’s pride meter that decreases as more jokes are flung at you, increases as you send jokes </li></ul><ul><li>Create tab that shows jokes your friends have said about other people’s mom and have a “Clown their mom too” option </li></ul><ul><li>Joke stats – what joke used the most </li></ul><ul><li>Display list of users ranked in the top 5 </li></ul>
  29. 29. Thank You! Help us get first 5,000 users Install Our Application Today Apps.facebook.com/trashtalker

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