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Design Learnings from Viral Applications April 2008
Who is RockYou? Over 50 Applications and Widgets
[object Object],The RockYou Mission
Stats! ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Opportunity
Market for Social Apps is Exploding Wikipedia.org Alexa Global Traffic Rankings 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10
Social Applications Increase Site Traffic Over 150%  Growth! ,[object Object],[object Object],[object Object],RockYou Integration
[object Object],[object Object],[object Object],(2) Registered Users (MM) Huge Growth Potential Facebook platform launch
How did we grow so fast? ,[object Object],Flash Widget Era ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Design
RockYou approach to product design ,[object Object],[object Object],[object Object],[object Object]
Apply advertising principles to user-facing web design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Build fast and launch asap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Iterate Rapidly ,[object Object],[object Object],[object Object],[object Object],[object Object]
Let data guide product decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Development Process
Development Process ,[object Object],[object Object],[object Object]
Application Types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing / Validation ,[object Object],[object Object],[object Object]
Audience Skew heavily to teen and young adult women—brand influencers
Audience ,[object Object],[object Object],[object Object],[object Object],[object Object]
Messaging ,[object Object],[object Object],[object Object],[object Object],[object Object]
Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Viral Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Growth Phase ,[object Object],[object Object],[object Object]
The Viral Loop User Call to action to invite friends x = invited friends Accept? Yes y% = invite accept rate x * y > 1 gives you viral growth!
Tune It ,[object Object],[object Object],[object Object],[object Object]
Promote It ,[object Object],[object Object],[object Object],[object Object]
Engagement Phase ,[object Object],[object Object],[object Object],[object Object]
Critical Mass ,[object Object],[object Object],[object Object],[object Object],[object Object]
Channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Viral Tuning in Depth
Metrics for your viral loop User Call to action to invite friends x = invited friends Accept? Yes y% = invite accept rate x * y > 1 gives you viral growth!
Hypothetical viral numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Combine multiple flows and channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],0.5 + 0.3 + 0.3 = 1.1 VIRAL!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tuning the viral loop – watch your metrics
Using metrics to drive product decisions ,[object Object],[object Object],[object Object],Flow  A Flow  B A n   new users B n   new users X% user dropoff Y invites sent/user Z% invites accepted
Making the most of viral channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?

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