39. Roelof Botha
“Forget about adding ‘viral’ to your marketing
to-do list after your product is already on the
market. You need to bake it into your
business model from the very beginning.
Viral isn’t something you can just make
happen. It has to be inherent in your product."
paypal
youtube
40. Not Marketing.
Not Advertising.
Yes, marketing term, not talking about that, not a
marketer, am an engineer
• branding = marketing - do
something cool, poeple will talk about
it, one -off
action = Do something that’s REALLY easy
to spread to other people, mechanism not
content
41. Viral Loop
The steps a user goes through between
entering the site to inviting the next set of
new users
no mention of message or
content
simply an action
proactive
http://andrewchenblog.com/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/
48. Adam Penenberg
“Simply by designing your product the right way, you
can build a billion-dollar business from scratch.
No advertising or marketing budget, no need for a
sales force, and venture capitalists will kill for the
chance to throw money at you.”
http://www.fastcompany.com/magazine/125/nings-infinite-ambition.html
52. B.J. Fogg’s
Mass
Interpersonal
Persuasion
http://www.bjfogg.com
53. Persuasive
Experience
Experience created to change attiudes + behaours
You need to make an impact to change passive bystanders
into active users
People’s attention is bombarded with many things
hinges on social influence
54. What Makes Content Viral?
Experience created to
change attiudes, behaours
http://marketing.wharton.upenn.edu/documents/research/virality.pdf
55. What Makes Content Viral?
? Experience created to
change attiudes, behaours
http://marketing.wharton.upenn.edu/documents/research/virality.pdf
101. average number of
additional users each
new user brings in
http://www.think-through.com/Blog/wp-content/uploads/2011/02/Viral-Growth.jpg
102. X*Y
X = ave # invites
Y = % invite acceptances Noah Kagan
improve x: figure out a way to
get them to send more invites.
Or return more times to be able
to invite more often.
1 increase y: work on ways
the recipient is more likely
to accept an invite.
http://okdork.com/2008/04/22/learning-viral-the-basic-viral-model/
104. Persuasive
Experience
Experience created to change attiudes + behaours
You need to make an impact to change passive bystanders
into active users
People’s attention is bombarded with many things
hinges on social influence
105. Automated
Structure
Digital technology
structures the persuasive
experience
Repeatable
automated
Strucutred by computer
106. Social
Distribution
The persuasive experience
is shared from one friend
to
another.
FB = high-trust
community
107. Huge
Social
Graph
: The persuasive
experience can potentially
reach
millions of people
connected through social
ties or structured
interactions.
108. Rapid
Cycle
The persuasive experience
can be distributed quickly
from one
person to another
109. Measured
Impact
The effect of the
persuasive experience is
obser vable by
users and creators
110. Andrew Chen’s
“Crucial”
Viral Loop Design
Stages
http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-designing-your-viral-loop/
114. Strategize
Develop your core stratgy around the loop
How will a user move through your product and
eventually invite their friends
How does loop fit with core product
what is your value prop
Qualitative, predictive
115. Implement
Rapid development of product and loop
build both together
focus on MVP
keep code lean so you can iterate fast
prototype
keep in separate repos
116. Launch
fast
get traffic quickly
successful companies have often been enbarrassed by
their first product iteration
117. hypothesis & tools to be able to test them
A/B test every aspect
Quantitavie, data driven decisions
Try:
shrink funnel steps
rearragne look and feel
diferent value prop wordings
Optimize
increase # invites
tradeoff bet ween high growth potential and UX
months
Hot OR Not:
Greg Tseng
bland colours >> garish backgrounds
make pages dl faster
smiley emoticon in emails increased by 10%
outcomes: 1 working 2 not working
118. Refine
Only when working
Polish, UX
Become less embarrassed
if too much virality, great time to run tests
