Design Learnings From Viral Applications Presentation

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]

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]

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 ,[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]

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]

Design Learnings From Viral Applications Presentation

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Design Learnings From Viral Applications Presentation