An overview of how to build applications that have built-in mechanisms for driving users to recruit additional users through normal use of the application.

2. Summary

3. Summary Viral Loops create exponential growth

4. Summary Viral Loops create exponential growth

5. Summary Viral Loops create exponential growth This is a good problem

6. Summary Viral Loops create exponential growth Viral Loops are cheap

7. Summary Viral Loops create exponential growth Viral Loops are cheap

8. Summary Viral Loops create exponential growth Viral Loops are cheap Viral Loops must be built into your product

11. Introduction What is a Viral Loop?

12. Viral Loop: A self-fueling action loop thatdrives users to create more users.

13. Example:

14. Example: Not Viral: please come to my party.

15. Example: Not Viral: please come to my party. Marketing 1.0

16. Example: Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!

17. Example: Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too! Viral Marketing

18. Example: Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too! Not a Loop Yet

19. Viral Loop: A self-fueling action loop thatdrives users to create more users,which increase engagement ofexisting users.

20. Example: Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!

21. Example: Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more! Now it’s a loop

22. Is This A New Thing?

23. Is This A New Thing? No.

24. Is This A New Thing? All social memes areViral Loops.

25. Is This A New Thing?

26. Is This A New Thing?

27. Is This A New Thing?

28. Is This A New Thing? It’s still viraleven when transmittedvia town crier.

29. Viral Loops Are:

30. Viral Loops Are: Self-Spreading

31. Viral Loops Are: Self-Spreading They use existing social mechanisms

32. Viral Loops Are: Self-Spreading They use existing social mechanisms You trust your friends

33. Viral Loops Are: Self-Spreading They use existing social mechanisms You trust your friends You want to do what your friends do

34. Viral Loops Are: Self-Spreading They use existing social mechanisms You trust your friends You want to do what your friends do Telling your friends about something new makes you cool

35. Viral Loops Are: Inexpensive

36. Viral Loops Are: Inexpensive Cost = Almost Zero

37. Viral Loops Are: Inexpensive Cost of Acquisition

38. Viral Loops Are:

39. Viral Loops Are: Initial Cost of Acquisitionis high per person. It drops to almost zero over time.

40. Viral Loops Are: Exponential

41. Viral Loops Are: Exponential 1 person recruits 1 more person

42. Viral Loops Are: Exponential 1 person recruits 1 more person 2 x 2 = 4

43. Viral Loops Are: Exponential 1 person recruits 1 more person 2 x 2 = 4 4 x 4 = 16

44. Viral Loops Are: Exponential 1 person recruits 1 more person 2 x 2 = 4 4 x 4 = 16 You’re smart and can do math

45. Ok, so all of that is great, buthow do they work?

46. 4 Stages

47. 4 Stages

48. Stage 1: Attract On Ramps

49. Stage 1: Attract On Ramps Active:

52. Interrupt and Annoy

54. Interrupt and Annoy

55. Ad Words

59. Be an Expert

61. Be an Expert

62. Reviews

64. Be an Expert

65. Reviews

66. Word of MouseCongratulations, you went viral!

67. Stage 2: Capture Engagement

70. It just works

72. It just works

73. Beware Off Ramps

74. I don’t get it

75. It’s broken

81. Use Drives UseImportant!

82. 4 Stages

83. Examples

84. Examples Ebay

85. Examples Ebay Attract: extremely strong

86. Examples Ebay Attract: extremely strong Capture: extremely strong

87. Examples Ebay Attract: extremely strong Capture: extremely strong Spread: very weak

88. Examples Ebay Attract: extremely strong Capture: extremely strong Spread: very weak Grow: nothing. Nada. Zilch.

89. Examples Ebay Attract: extremely strong Capture: extremely strong Spread: very weak Grow: nothing. Nada. Zilch. Maybe this is their problem

90. Examples Ebay Attract: extremely strong Capture: extremely strong Spread: very weak Grow: nothing. Nada. Zilch. Maybe this is their problem They should be Groupon

91. Examples Twitter

92. Examples Twitter Attract: moderately strong

93. Examples Twitter Attract: moderately strong Capture: strong

94. Examples Twitter Attract: moderately strong Capture: strong Very few off ramps

95. Examples Twitter Attract: moderately strong Capture: strong Very few off ramps Spread: moderate

96. Examples Twitter Attract: moderately strong Capture: strong Very few off ramps Spread: moderate Grow: moderate

97. Examples Twitter Attract: moderately strong Capture: strong Very few off ramps Spread: moderate Grow: moderate Off Ramp: too much noise

98. Examples Twitter Attract: moderately strong Capture: strong Very few off ramps Spread: moderate Grow: moderate Off Ramp: too much noise Use Kills Use

99. Examples Facebook

100. Examples Facebook Attract: strong

101. Examples Facebook Attract: strong Capture: strong

102. Examples Facebook Attract: strong Capture: strong Spread: strong

103. Examples Facebook Attract: strong Capture: strong Spread: strong Grow: extremely strong

104. Examples Facebook Attract: strong Capture: strong Spread: strong Grow: extremely strong One of the best examples of UDU

105. Time To Get Rich

106. Time To Get Rich

107. Build a Viral Loop

108. Build a Viral Loop Plan Your Loop First

109. Build a Viral Loop Plan Your Loop First Build Product Second

110. Build a Viral Loop Plan Your Loop First Build Product Second

111. Build a Viral Loop Phase 1: Attract

112. Build a Viral Loop Phase 1: Attract Make your usefulness obvious

113. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy

114. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy Sign up is a big Off Ramp

115. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy Sign up is a big Off Ramp Use Facebook Connect, etc.

116. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy Sign up is a big Off Ramp Use Facebook Connect, etc. Free

117. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy Sign up is a big Off Ramp Use Facebook Connect, etc. Free Payment is an Off Ramp

118. Build a Viral Loop Phase 1: Attract Make your usefulness obvious Sign up should be insanely easy Sign up is a big Off Ramp Use Facebook Connect, etc. Free Payment is an Off Ramp Convince them, then let them pay for more

119. Build a Viral Loop Phase 2: Capture

120. Build a Viral Loop Phase 2: Capture Simple

121. Build a Viral Loop Phase 2: Capture Simple Immediately Useful

122. Build a Viral Loop Phase 2: Capture Simple Immediately Useful It just works

123. Build a Viral Loop Phase 2: Capture A simple, usable, stable app is much better than a complex, hard, buggy one

124. Build a Viral Loop Phase 2: Capture A simple, usable, stable app is much better than a complex, hard, buggy one Most people get this wrong.

125. Build a Viral Loop Phase 2: Capture A simple, usable, stable app is much better than a complex, hard, buggy one So will you.

126. Build a Viral Loop Phase 3: Spread

127. Build a Viral Loop Phase 3: Spread Easy to share

128. Build a Viral Loop Phase 3: Spread Easy to share Reasons for sharing

129. Build a Viral Loop Phase 3: Spread Easy to share Reasons for sharing Direct rewards (Dropbox)

130. Build a Viral Loop Phase 3: Spread Easy to share Reasons for sharing Direct rewards (Dropbox) Inherent usefulness (Facebook)

131. Build a Viral Loop Phase 4: Grow

132. Build a Viral Loop Phase 4: Grow Network effect

133. Build a Viral Loop Phase 4: Grow Network effect More people = more useful

134. Build a Viral Loop Phase 4: Grow Network effect More people = more useful UDU: Use Drives Use

135. Build a Viral Loop Phase 4: Grow Network effect More people = more useful UDU: Use Drives Use This part is hard

136. Worksheet: Attract Capture Spread Grow

137. Worksheet: Attract Capture Spread Grow Don’t build your app until you have compelling features in all four columns.

138. Conclusion Plan your loop, then your product Cost of Acquisition Word of Mouse Use Drives Use Eliminate Off Ramps

139. Who the heck is this? Josh Jeffryes Creative Director at BusyEvent www.busyevent.com www.jjeffryes.com Jjeffryes.blogspot.com @jjeffryes jjeffryes@gmail.com Linkedin/jjeffryes www.meetup.com/design