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Yael Elish - Using the Fun & Cool Factor to Accelerate Viral Growth


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

Published in: Sports, Business
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Yael Elish - Using the Fun & Cool Factor to Accelerate Viral Growth

  1. 1. 3/17/2011 Waze Viral GrowthCOOL & FUN FACTORS AS POWERFUL VIRAL GROWTH ENGINES Yael Elish – VP Product Marketing Driving is fun again! Defining ‘Viral’ Word-Of-Mouth MotivatorsNarrow: 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 1
  2. 2. 3/17/2011 Key Value: Avoid Traffic USING THE FUN FACTOR TO ACCELERATE VIRAL GROWTH & MAINTAIN THE MAP FRESH @ WAZEReal-Time Traffic. By Drivers For Drivers Commuting Groups Focused / relevant reports, and carpool buddies • ~ 5000 groups • ~ 60% commuting • 15 users in group 2
  3. 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 namesHouse numbers House numbersDriving directionTurn restrictions Traffic 3
  4. 4. 3/17/2011 Road MunchingValidating 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 4
  5. 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 5
  6. 6. 3/17/2011Driving 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 6
  7. 7. 3/17/2011Branded Road Goodie Hunt The Fun Factor and Brands 7