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To Catch a Virus

Barbara Macdonald | @BarbaraEMac | Barbara@GetWillet.com

Each user more valuable an
an individual

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

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

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/

Viral Loop
A A A

A
E A A

Viral Loop
A A A

A
E A A

S

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

Theory is simple.
Engineering is hard.

B.J. Fogg’s
Mass
Interpersonal
Persuasion
http://www.bjfogg.com

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

What Makes Content Viral?

Experience created to
change attiudes, behaours

http://marketing.wharton.upenn.edu/documents/research/virality.pdf

What Makes Content Viral?

? Experience created to

http://marketing.wharton.upenn.edu/documents/research/virality.pdf

Why Do
People Share?

http://www.bjfogg.com

“It’s so cool” “Everyone else
Principle is doing it”
Principle

Experience created to

Automated
Structure
Digital technology
structures the persuasive
experience

Repeatable
automated
Strucutred by computer

Social
Distribution
The persuasive experience
is shared from one friend
to
another.

FB = high-trust communit
friends vs. strangers

Huge
Social
Graph
: The persuasive
experience can potentially
reach
millions of people
connected through social
ties or structured
interactions.

25% of Internet traffic
is social

Technology doesn’t
matter.
25%

paul revere

Rapid
Cycle
can be distributed quickly
from one
person to another

Consider the Following ...

E


E A


E A

S


E A1


E A1

S

A2 A4

E A1 A3

S


2 months

6 months


2 months

E
6 months


2 months

E A
6 months


2 months

E A
6 months

S

Short cycle
times are key.
internet has sped up viral
cycle

internet has sped up viral
cycle

Users’ Momentum

2007

http://techcrunch.com/2007/05/09/tagged-turns-profitable-may-be-fastest-growing-social-network/

Measured
Impact
The effect of the
persuasive experience is
obser vable by
users and creators

average number of
additional users each
new user brings in

http://www.think-through.com/Blog/wp-content/uploads/2011/02/Viral-Growth.jpg

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/

Social
Distribution
is shared from one friend
to
another.

FB = high-trust
community

Andrew Chen’s
“Crucial”
Viral Loop Design
Stages
http://andrewchenblog.com/2009/09/23/5-crucial-stages-in-designing-your-viral-loop/

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

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

Launch
fast

get trafﬁc quickly

successful companies have often been enbarrassed by
their ﬁrst product iteration

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

Refine
Only when working

Polish, UX

Become less embarrassed

if too much virality, great time to run tests

Needs tools to
measure & analyze.

Barbara
@BarbaraEMac
Barbara@GetWillet.com

www.willetinc.com

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