From The Event "Deciphering the Viral Code - Secrets of the Internet Kingdom" 16/3/11

1. 3/17/2011
Waze Viral Growth
COOL & FUN FACTORS AS POWERFUL
VIRAL GROWTH ENGINES
Yael Elish – VP Product Marketing
Driving is fun again!
Defining ‘Viral’ Word-Of-Mouth Motivators
Narrow: Can’t be used without inviting others COOL FUN USEFUL
Broader: Strong motivation to tell others
Angry Birds Tom the cat Bump Tap DJ
The common factor: Scales fast @ 0$ marketing
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2. 3/17/2011
Key Value: Avoid Traffic
USING THE FUN FACTOR
TO ACCELERATE VIRAL GROWTH &
MAINTAIN THE MAP FRESH
@ WAZE
Real-Time Traffic. By Drivers For Drivers Commuting Groups
Focused / relevant reports, and carpool buddies
• ~ 5000 groups
• ~ 60% commuting
• 15 users in group
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3. 3/17/2011
The Challenges Active Building and Updating
Different Stages of Map Building The Solution: Meet The Road Muncher
Israel US France Other
Road grid Road grid Road grid Nothing
Road names Road names
House numbers House numbers
Driving direction
Turn restrictions
Traffic
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4. 3/17/2011
Road Munching
Validating directions and turns
Contests
Points & Rank Smartphone Faceoff – France!
• Which smartphone is
the strongest
• This contest was run in
collaboration with the
top big blogs of the 3
big smartphones
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5. 3/17/2011
Contest Effects on User Activity Addiction Reports
• 40% Play
• 35% Played heavily
• Heavy players ate on average 10.5 goodies
• KM driven increased by 125%
• Daily new users tripled
• Concurrent drivers doubled
Viral Results
• 50% come from friends
• 50% of those came because friends told them Social Aspects Increase
it’s fun.
Stickiness and Engagement
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6. 3/17/2011
Driving Moods Facebook Integration
Ping a wazer Viral Acceleration
“Playing in the Waze World Cup.
Just munched a waze 'football'
road goodie worth 3 points using
@waze - Social GPS
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7. 3/17/2011
Branded Road Goodie Hunt The Fun Factor and Brands
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