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Viral Loops: Making Self-Marketing Apps
Summary,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object],This is a good,[object Object],problem,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object],Viral Loops are cheap,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object],Viral Loops are cheap,[object Object]
Summary,[object Object],Viral Loops create exponential growth,[object Object],Viral Loops are cheap,[object Object],Viral Loops must be built into your product,[object Object]
Viral Loops: Making Self-Marketing Apps
Viral Loops: Making Self-Marketing Apps
Introduction,[object Object],What is a Viral Loop?,[object Object]
Viral Loop:,[object Object],A self-fueling action loop thatdrives users to create more users.,[object Object]
Example:,[object Object]
Example:,[object Object],Not Viral: please come to my party.,[object Object]
Example:,[object Object],Not Viral: please come to my party.,[object Object],Marketing 1.0,[object Object]
Example:,[object Object],Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!,[object Object]
Example:,[object Object],Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!,[object Object],Viral Marketing,[object Object]
Example:,[object Object],Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!,[object Object],Not a Loop Yet,[object Object]
Viral Loop:,[object Object],A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.,[object Object]
Example:,[object Object],Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!,[object Object]
Example:,[object Object],Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!,[object Object],Now it’s a loop,[object Object]
Is This A New Thing?,[object Object]
Is This A New Thing?,[object Object],No.,[object Object]
Is This A New Thing?,[object Object],All social memes areViral Loops.,[object Object]
Is This A New Thing?,[object Object]
Is This A New Thing?,[object Object]
Is This A New Thing?,[object Object]
Is This A New Thing?,[object Object],It’s still viraleven when transmittedvia town crier.,[object Object]
Viral Loops Are:,[object Object]
Viral Loops Are:,[object Object],Self-Spreading,[object Object]
Viral Loops Are:,[object Object],Self-Spreading,[object Object],They use existing social mechanisms,[object Object]
Viral Loops Are:,[object Object],Self-Spreading,[object Object],They use existing social mechanisms,[object Object],You trust your friends,[object Object]
Viral Loops Are:,[object Object],Self-Spreading,[object Object],They use existing social mechanisms,[object Object],You trust your friends,[object Object],You want to do what your friends do,[object Object]
Viral Loops Are:,[object Object],Self-Spreading,[object Object],They use existing social mechanisms,[object Object],You trust your friends,[object Object],You want to do what your friends do,[object Object],Telling your friends about something new makes you cool,[object Object]
Viral Loops Are:,[object Object],Inexpensive,[object Object]
Viral Loops Are:,[object Object],Inexpensive,[object Object],Cost = Almost Zero,[object Object]
Viral Loops Are:,[object Object],Inexpensive,[object Object],Cost of Acquisition,[object Object]
Viral Loops Are:,[object Object]
Viral Loops Are:,[object Object],Initial Cost of Acquisitionis high per person.,[object Object],It drops to almost zero over time.,[object Object]
Viral Loops Are:,[object Object],Exponential,[object Object]
Viral Loops Are:,[object Object],Exponential,[object Object],1 person recruits 1 more person,[object Object]
Viral Loops Are:,[object Object],Exponential,[object Object],1 person recruits 1 more person,[object Object],2 x 2 = 4,[object Object]
Viral Loops Are:,[object Object],Exponential,[object Object],1 person recruits 1 more person,[object Object],2 x 2 = 4,[object Object],4 x 4 = 16,[object Object]
Viral Loops Are:,[object Object],Exponential,[object Object],1 person recruits 1 more person,[object Object],2 x 2 = 4,[object Object],4 x 4 = 16,[object Object],You’re smart and can do math,[object Object]
Ok, so all of that is great, buthow do they work?,[object Object]
4 Stages,[object Object]
4 Stages,[object Object]
Stage 1: Attract,[object Object],On Ramps,[object Object]
Stage 1: Attract,[object Object],On Ramps,[object Object],Active:,[object Object]
Stage 1: Attract,[object Object],On Ramps,[object Object],Active:,[object Object],[object Object],[object Object]
Interrupt and Annoy,[object Object]
Interrupt and Annoy
Ad Words,[object Object]
Interrupt and Annoy
 Ad Words
Early stages may require desperate measures,[object Object]
Stage 1: Attract,[object Object],On Ramps,[object Object],Passive:,[object Object],[object Object],[object Object]
Be an Expert,[object Object]
Be an Expert
Reviews,[object Object]
Be an Expert
Reviews
Word of Mouse,[object Object]
Be an Expert
Reviews
Word of MouseCongratulations, you went viral!,[object Object]
Stage 2: Capture,[object Object],Engagement,[object Object]
Stage 2: Capture,[object Object],Engagement,[object Object],[object Object],[object Object]
It just works,[object Object]
It just works
Beware Off Ramps,[object Object]
It just works
Beware Off Ramps
 I don’t get it
 It’s broken
 You’re annoying me,[object Object]
Stage 3: Spread,[object Object],Sharing,[object Object],[object Object],[object Object]
Obvious reasons ,[object Object]
Stage 4: Grow,[object Object],Engagement,[object Object],[object Object],[object Object]
Use Drives Use,[object Object]
Use Drives UseImportant!,[object Object]
4 Stages,[object Object]
Examples,[object Object]
Examples,[object Object],Ebay,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object],Capture: extremely strong,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object],Capture: extremely strong,[object Object],Spread: very weak,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object],Capture: extremely strong,[object Object],Spread: very weak,[object Object],Grow: nothing. Nada. Zilch.,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object],Capture: extremely strong,[object Object],Spread: very weak,[object Object],Grow: nothing. Nada. Zilch.,[object Object],Maybe this is their problem,[object Object]
Examples,[object Object],Ebay,[object Object],Attract: extremely strong,[object Object],Capture: extremely strong,[object Object],Spread: very weak,[object Object],Grow: nothing. Nada. Zilch.,[object Object],Maybe this is their problem,[object Object],They should be Groupon,[object Object]
Examples,[object Object],Twitter,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object],Very few off ramps,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object],Very few off ramps,[object Object],Spread: moderate,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object],Very few off ramps,[object Object],Spread: moderate,[object Object],Grow: moderate,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object],Very few off ramps,[object Object],Spread: moderate,[object Object],Grow: moderate,[object Object],Off Ramp: too much noise,[object Object]
Examples,[object Object],Twitter,[object Object],Attract: moderately strong,[object Object],Capture: strong,[object Object],Very few off ramps,[object Object],Spread: moderate,[object Object],Grow: moderate,[object Object],Off Ramp: too much noise,[object Object],Use Kills Use,[object Object]
Examples,[object Object],Facebook,[object Object]
Examples,[object Object],Facebook,[object Object],Attract: strong,[object Object]
Examples,[object Object],Facebook,[object Object],Attract: strong,[object Object],Capture: strong,[object Object]
Examples,[object Object],Facebook,[object Object],Attract: strong,[object Object],Capture: strong,[object Object],Spread: strong,[object Object]
Examples,[object Object],Facebook,[object Object],Attract: strong,[object Object],Capture: strong,[object Object],Spread: strong,[object Object],Grow: extremely strong,[object Object]
Examples,[object Object],Facebook,[object Object],Attract: strong,[object Object],Capture: strong,[object Object],Spread: strong,[object Object],Grow: extremely strong,[object Object],One of the best examples of UDU,[object Object]
Time To Get Rich,[object Object]
Time To Get Rich,[object Object]
Build a Viral Loop,[object Object]
Build a Viral Loop,[object Object],Plan Your Loop First,[object Object]
Build a Viral Loop,[object Object],Plan Your Loop First,[object Object],Build Product Second,[object Object]
Build a Viral Loop,[object Object],Plan Your Loop First,[object Object],Build Product Second,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object],Sign up is a big Off Ramp,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object],Sign up is a big Off Ramp,[object Object],Use Facebook Connect, etc.,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object],Sign up is a big Off Ramp,[object Object],Use Facebook Connect, etc.,[object Object],Free,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object],Sign up is a big Off Ramp,[object Object],Use Facebook Connect, etc.,[object Object],Free,[object Object],Payment is an Off Ramp,[object Object]
Build a Viral Loop,[object Object],Phase 1: Attract,[object Object],Make your usefulness obvious,[object Object],Sign up should be insanely easy,[object Object],Sign up is a big Off Ramp,[object Object],Use Facebook Connect, etc.,[object Object],Free,[object Object],Payment is an Off Ramp,[object Object],Convince them, then let them pay for more,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],Simple,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],Simple,[object Object],Immediately Useful,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],Simple,[object Object],Immediately Useful,[object Object],It just works,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],A simple, usable, stable app is much better than a complex, hard, buggy one,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],A simple, usable, stable app is much better than a complex, hard, buggy one,[object Object],Most people get this wrong.,[object Object]
Build a Viral Loop,[object Object],Phase 2: Capture,[object Object],A simple, usable, stable app is much better than a complex, hard, buggy one,[object Object],So will you.,[object Object]
Build a Viral Loop,[object Object],Phase 3: Spread,[object Object]
Build a Viral Loop,[object Object],Phase 3: Spread,[object Object],Easy to share,[object Object]
Build a Viral Loop,[object Object],Phase 3: Spread,[object Object],Easy to share,[object Object],Reasons for sharing,[object Object]
Build a Viral Loop,[object Object],Phase 3: Spread,[object Object],Easy to share,[object Object],Reasons for sharing,[object Object],Direct rewards (Dropbox),[object Object]

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