RockYou! Snap Summit 3-25-08

Metrics: Where Users Come From Eric Yieh, Director of Product Management

What is RockYou? RockYou is the leading provider of widgets on the web—we provide tools for people to express individuality and interact with friends. ,[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],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],The RockYou Mission

[object Object],[object Object],[object Object],(2) Registered Users (MM) Fastest growing company ever by reach 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]

RockYou approach to product design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tenets of social application development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Launching winning application concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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]

Developer created growth channels ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Does it work in practice? ,[object Object],[object Object]

Questions? Email: eric@rockyou.com

RockYou! Snap Summit 3-25-08

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RockYou! Snap Summit 3-25-08