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This document, along with the Modeling Virality spreadsheet are available online:
http://worklogistics.com/category/design-patterns/virality/
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The Sharing/Invite Ask
Sharing Mechanics
Engagement - A Prospective New User
The Invitation
New Visitor Landing Page
New Visitor Landing Page
New Visitor Engagement
Sign Up
Sign Up - Continued
Post Sign-Up Orientation
Deepening User Engagement
Reference Sharing Desi gn 20
Sharing
Engagem ent
Modeling Product Viralit y 24
Additional Resour ces Lessons Learned Viral Marketing by Da vid Skok
http://www.forentrep reneurs.com/lessons-learnt-viral-marketing/
Viral marketing and use r acquisition by Andrew Chenhttp://andrewchenblog.com/list-of-essays/
A Spreadsheet Model for Viral Growth by Mark de Visserhttp://www.markdevisser.com/2010/02/a-spreadsheet-model-f or-viral-growth-2/
Wikipedia Articles on Exponential growth, Logistic Growth a nd Epidemic Modelhttp://en.wikipedia.org/wiki/Exponential_growthhttp://en.wikipedia.org/wiki/Logistic_growthhttp://en.wikipedia.org/wiki/Epidemic_model
Joshua Porters seri es of presentationshttp://www.slideshare.net/search/slideshow?q=bokardo
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, ,
,
epidemiology which uses models to study the spread of diseases in populations. The simple model that I usehere (a SEIS Compartment Model for the curious), looks like this:
= Invite Rate(Invite/User/Day)
= Conversion Rate(Conversions/Invitations/Day)
= Attrition Rate(Attritions/User/Day)
P otential Users
(Susceptible)
Invitees
(Exposed)
U sers
(Infected)
P otential Users
(Susceptible)
Viral Loop
SharingDecision
SharingMechanics
TheInvitation
InviteLanding Page
New VisitorEngagement
SignUp
FirstRun
DeepeningEngagement
Attrition
ra yc e o e
Viral Cycle: How users see it - step by step
Product K-Factor The K-Factor equation is the simplest equation that describesproduct virality. It looks like this:
K = P1 x N x P2
When K is greater than 1, your user base replaces itself and growth isexponential; however, this is the lifetime number of invites/
conversions. For any given period, K can be less than 1 and you canstill get exponential growth so long as the lifetime conversion isgreater than one. The consequence of this is that a snapshot of theK-value is not meaningful for models with ongoing sharing (i.e.most software products) 1 .
Where:
K = Virality K-Factor or ViralityCoefficient
P1 = percentage of users whoinvite others
N = average number of invitations by each user whoinvites others
P2 = percentage of invitees whobecome users
Virality Study Page 4 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537
1 Models that only allow each user to have one sharing event is one way to solve this problem, but the di fficulty then is that this generally doesnt t the
actual real-world behavior we are trying to model and you cant compare and update your model agains t real-world data as it comes in. See David Skok or
Mark de Vissers excellent series of articles for share-once models (see links on Table of Contents page).
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Product Virality Spreadsheet
For more on modeling, see the Appendix below for additional notes as well as the Virality Modeling spreadsheetwhich is part of this package.
Virality Study Page 5 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537
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,
,
each step.
These stages are also represented in the spreadsheet model whichhelps analytics and design to inform each other. The attempt is to
link the virality model with speci c UX design solutions so thatthe two perspectives inform each other.
Its worth noting that while these examples illustrate the patternsthey are not necessarily the best solutions for your situation.
New Visitor Engagement
Sign up
First Run after Sign up
Deepening Engagement
Note : this is a general model, stepsvary for di ff erent products.
Virality Study Page 6 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537
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:
,
,
, , , , , , ,
Basic share contentA. % who Invite B1. # of invites
B1. # of invitesA. % who Invite?
Percent-Complete Progress Bar combined with InvitesGeni encourages you to Invite your Relatives using a percent complete bar
Geni.com
Percent Complete Bar is acompelling pattern toencourage users tocomplete an enrollmentprocess. In this case, Geniuses it to encourage usersto invite anyone they'veincluded in their familytree.
In addition, the purpose of
the website (discoveringfamily legacy) is wellaligned with sharing
Animated Share BarOnce users scroll down part way, share options roll down and are revealed. Another variation of this is the share tab whichscrolls vertically with the content.
Share Bar rolls down once user scrolls down. Theanimation catches the eye and share options arepresented cleanly.
Service from http://www.apture.com/ but shownhere on the MacNN.com website.
Apture also integrates a search box whichenables users to search for content on thewebite.
B1. # of invitesA. % who Invite? www.electronista.com / Apture.com
From thebolditalic
FB Share, FB LIke and Tweet. Always at hand.No email option?
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C o n t e n t
S h a r
i n g
B a r w
i t h S u b s c r i p t i o n
U p - s
e l l
F a s t C o m p a n y e n c o u r a g e s d e e p e r e n g a g e m e n t w h e n u s e r s s h a r e c o n t e n t
F r o m F a s t c o m p a n y . c o m
A . %
w h o I n v i t e
B 1 . # o f i n v i t e s
F r o m S l i d e S h a r e . n e t
( G i g y a . c
o m )
A . %
w h o
I n v i t e
B 1 . # o f i n v i t e s
S o c i a l P r o o
f : O t h e r
p e o p l e
l i k e t h
i s
t o o
.
A d d i t i o n a l
S h a r
i n g
O p t i o n s
L i k e b u t t o n :
B r i g
h t ,
f o c a
l p o
i n t
I a m P o w e r f u l . M y r e c o m m e n
d a t
i o n s
a r e s e e n
b y m
i l l i o n s
F r o m S t u m b l e U p o n . c
o m
A . %
w h o I n v i t e
D . E
n g a g e m e n t
S h a r e
C o n t e n t
D a s
h b o a r
d
S t u m b l e U p o n ' s s h a r i n g w i d g e t i s a w h o l e d a s h b o a r d w h i c h i n c l u d e s e l e m e n t s t h a t a d d r e s s S o c i a l
P r o o f a n d S t a t u s t o E n c o u r a g e S h a r i n g
S h a r i n g
W i d g e t s
T h i r d - p a r t y w i d g e t s p r o v i d e a l l t h e o p t i o n s . E m b e d d i n g
c o n t e n t p r o v i d e s a c h a n n e l i n t o t h e u s e r s n e t w o r k .
B a s
i c s h a r
i n g
b a r w
i t h c o n t e n t u p - s
e l l : f r o m
s h a r
i n g t o
d e e p e r e n g a g e m e n t a n
d
s u b s c r i p t i o n
.
F a s t c o m p a n y u s e r s
n
d t h e m
t h r o u g
h t h e
i r
i n t e r e s t
i n g c o n t e n t .
T h i s F C s h a r
i n g d e s
i g n
p o
i n t s t h e m
t o w a r
d d e e p e r e n g a g e m e n t .
E m
b e
d d i n g c o n t e n t p r o v i
d e s
a c h a n n e l
i n t o t h e
u s e r s s i t e
. C o n t e n t
d i s t r
i b u t i o n
i s a g o a l
i n i t ' s o w n
r i g
h t a s
i t i n c r e a s e s a d r e v e n u e
. I t a l s o m e a n s
b r o a d e r r e a c
h f o r
i n c l u
d e d
i n v i t e
.
U s e 3 r d p a r t y S o c i a l W i d g e t s , t o s h a r e
c o n t e n t . T h i s o n e i s f r o m G i g y a . c
o m
C 1 . A c c e p t s I n v i t e
Virality Study Page 8 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537
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, ,, ,
,
, , , ,Quora, etc. Individual sharing has better response rates but posting has much better reach.
Response is better when sharing/inviting with selected friends but reach isnt as great.
From SlideShare.net
Sharing from a ListOnce you have login credential, inviting selected contacts
B1. # of invites A. % who Invite?
Simple means to import contactsfrom many sources encouragesbroad sharing, increasing thenumber of invites
Inviting from a listInvite from a list.
From Quora.com
I vl v , l
ll v
v l
I v lIndividual invitations to up to 75 friends per da . Not to
ll ll v l
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, , ,
,
,,
, ,
3. Users should initiate and consent to publishing
* http://developers.facebook.com/blog/post/371/
User posting to their own wall
From Quora
After making a post, a chance to let your friendsknow how smart you are.
Secondary e ect of posting to personal network isit encourages better quality posts, a virtuous cycle.
Default Messagemakes it easy
l l lk l k
l , l
Facebook Comments
I 11, k l
ll I lll l
ly l
User posting to their friends wall
Posting to friends walls greatly extends reach (publishing to your own wall reaches just your friends, posting toyour friends wall reaches all their friends). To reduce spam, Facebook rules only allows you to publish to onefriend-wall at a time.
Need Examples
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, ,the invite and follow the link back to site.
These are some basic examples of invitations.
Who from
The Ask, 'Click to Join'is focal point of design
What's being shared(network of people).
Social proof
Opt out of futuremessages
From uxshowandtell.comC1. Accepts Invite
Personal message
What's being shared
Opt out of futuremessages
Link to view content,
weak sell
From Quora.comC1. Accepts Invite From Flikr.comC1. Accepts Invite
Beautiful, compellingcontent, means I'mglad I opened theemail
Link takes invitee back to content page but no1st run orientation orany attempt to enticevisitor to join Flikr
Email Share with Content
Email Invite with Social Proof
Basic Email Invite
Good subject: has whofrom and what
NO 'Join Flikr' messageanywhere on this pageOR the landing page if I follow the content.Poor recruitment
Email Subject line hasPerson who sent it +'Flickr Photo'. Whichtells me a) it's fromsomeone I know andb) it's worth looking at.
Basic Facebook Wall ShareReach personal network of one user. Follow content back to original site.
New Visitor Engagement
Sign up
First Run after Sign up
Deepening Engagement
Note : this is a general model, stepsvary for di ff erent products.
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,
,
Short statement tells visitor whatthe site is about.
Friendly Welcome!
Compelling Content on Landing PageIn this design: a striking picture + music which automatically start playing + oatingcommentary add up to a very engaging experience
Interesting commentaryabout band pops uprandomly. Each commentappearing in di erentspot. R eally engaging.
Interesting picture llsthe screen
Music automaticallybegins when page isloaded. Music is alwayssomething compelling
From TheSixtyOne.com
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ompell ng ontent or Land ng age ra t des gn or H tpost.com
ngage w th s te. Valueprop to v s tor: " ndsports updates hela ast"
econd way to engagew th s te: ollow obert
Immed ately e- harecontent or very ast v ralcycle
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,
Need Examples
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, ,
,
,, ,
N o
P a s s w o r d
S i g n
U p
,
,
l o w - s
e c u r i t y s i t u a t
i o n s .
S i g n u p
b u t t o n :
1 . C o m m u n
i c a t e s
i m m e d
i a t e
b e n e t
2 . I m
p e r a t
i v e s t a t e m e n t
' S t a r t
. . . '
3 . F o c a
l p o
i n t o
f d e s
i g n
F r o m
G e n
i . c o m
C 3 . S i g n
U p
- B u t t o n s a y s w
h a t
i t d o e s
- D i r e c t
l a n g u a g e r e - e
n f o r c e s m e s s a g e .
- F o c a
l p o
i n t
,
,
- T o p a l
i g n e d
l a b e l s e a s i e r
/ f a s t e r t o s c a n
,
F r o m
A b o u t . c o m -
T o p a l
i g n e d
l a b e l s e a s i e r
f a s t e r t o s c a n
- S i m p
l e , c
l e a n e m p
h a s i z e s s i m p
l i c i t y t o s i g n u p
- M i n i m a l
I n f o l o w e r s t r a n s a c t
i o n c o s t
G e n e r a
l F o r m
E n t r y D e s
i g n
I s s u e s
- L a z y r e g
i s t r a t
i o n : u s e r s c a n u s e s i t e w
/ o r e g
i s t e r i n g
- I n d i c a t e r e q u
i r e d
e l
d s
- R e a
l - t i m e
d a t a v a
l i d a t i o n
- T o p a l
i g n e d
l a b e l s
- M i n i m i z e
d a t a e n t r y
- M u
l t i - S t e p p r o c e s s t o
b r e a k u p c o m p
l e x e n t r y
,
F r o m
S q u a r e
U p
. c o m
C 3
. S i g n
U p
F r o m
P a t
h . c
o m
C 3
. S i g n
U p
C 3 . S i g n
U p
G e n e r a l
R u
l e s
V i s u a l
l y n o t a s
b e a u t i
f u l a s s o m e
o t h e r o t h e r e x a m p
l e s
h e r e .
S i n g
l e E n t r y
P a s s w o r d
f o r
S i g n
U p
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J o i n B u t t o n
o a t s a
b o v e c o n t e n t ,
a l w a y s a v a
i l a b l e
. B r i g
h t c o
l o r a n
d
I m p e r a t
i v e s t a t e m e n t e n c o u r a g e
e n r o
l l m e n t
F r o m
e c o n s u
l t a n c y
. c o m
C 3
. S i g n
U p
U n
i v e r s a l
l o g i n s s i m p
l i f y s i g n u p
F r o m
D a i
l y K o s . c o m
C 3
. S i g n
U p
U n
i v e r s a
l l o g
i n s
( F a c e
b o o
k ,
T w
i t t e r , e t c
) e l i m i n a t e s
n e e
d t o r e m e m
b e r y e t
a n o t h e r p a s s w
o r d
A l w a y s
A v a
i l a b l e S i g n
U p
T a b
F r o m
Q u o r a
. c o m
P r e
f e r e n t i a l u s e o
f F a c e
b o o
k L o g
i n o v e r
N a t
i v e
L o g
i n p
l u s
F i n d / I n v i t e
F r i e n
d s D u r i n g
S i g n - u
p P r o c e s s
Q u o r a p r e
f e r e n t i a
l l y
d i s p l a y s
F a c e
b o o
k a n
d
T w
i t t e r
l o g
i n s .
T h i s g
i v e s
Q u o r a a c c e s s t o
F a c e b o o
k c o n t a c t s w
h i c h
g r e a t l y s i m p
l i e s
f u t u r e
s h a r
i n g
.
C 3
. S i g n
U p
A . % w
h o
I n v i t e
P r e s e n t v a
l u e p r o p
d u r i n g s i g n u p
A u t o m
a t i c a l
l y F o
l l o w
F r i e n d s
l l s q u e u e w
i t h
f a m
i l i a r n a m e s a n
d t o p
i c s .
T h i s h e
l p s w
i t h 1 s t r u n
e n g a g e m e n t .
C 2
. F i r s t
U s e
B 1
. # o
f i n v i t e s
" T a k e s
3 0 S e c o n
d s "
l o w e r s
c o m m
i t m e n t -
k e y
f a c t o r
i n u s e r s
d e c i
d i n g t o s i n g u p
.
" F r e e
" a n o t h e r
i m p o r t a n t w o r d
P r e s e n t
F e a t u r e s a n
d
B e n e t s a l o n g s i
d e s i g n - u
p
e n c o u r a g e s u p t a
k e
C 3
. S i g n
U p
F r o m
S l i d e s
h a r e
. c o m
L o w e r
C o m m
i t m e n t
d u r i n g
S i g n u p
P r e s e n t
F e a t u r e s a n
d B e n e t s
d u r i n g s i g n u p
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,
F l k r I n t r o
B a r s
h o w s t h r e e c o m m o n
a c t i v i t
i e s t h e y w a n t y o u t o
k n o w
h o w t o p e r
f o r m
. H o v e r
i n g o v e r
e a c h i t e m
d i s p l a y s p o p - u
p
e x p l a
i n i n g t h e
f e a t u r e .
P r e s e n t
i n g a t
3 s t e p s e n c o u r a g e s
u s e r t o e x p
l o r e a l
l t h r e e
F r o m F l i k r . c o m
D . E
n g a g e m e n t
F r o m F l i k r . c o m
C 2 . F i r s t U s e
F o c a
l p o i n t
i s a )
W e l c o m e a n
d b )
T h r e e g e t s t a r t e
d a c t i v
i t i e s .
P r o v
i d i n g D
i r e c t i o n
d u r
i n g
i n i t i a l u s e
s i m p
l i e s u s e r u p t a
k e
O r i e n t a t i o n E m a i l
N u m b e r e d s t e p s e n c o u r a g e u s e r s t o t r y a l l t h r e e e n g a g e m e n t a c t i o n s
F r o m
P a t h . c
o m
F i r s t r u n t o u r
P r e s e n t i n g s i m p l e s t e p s
l o w e r s c o m m i t m e n t
a n d e n c o u r a g e s u s e r s
t o t a k e t o u r .
F r i e n d
l y W e l c o m e ,
t h r e e o p t i o n s h e r e :
- T o u r
- S k i p t o u r a n d j u m p i n
- H e l p
U s e r s S e l e c t F i r s t r u n t o u r s
t a i l o r e d t o s p e c i c u s e s
S e l e c t t h e t o u r t h a t
i n t e r e s t s y o u .
F r o m
B e h a n c e . c o m
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,
D e e p e n
i n g
U s e r
E n g a g e m e n
t
C o n t e n t
D i s c o v e r y : S
l i d e - o
u t
d i a l o g s u g g e s t n e x t a r t i c l e
S l i d e - o
u t
d i a l o g s u g g e s t s n e x t a r t i c l e .
D i a l o g o n
l y a p p e a r s w
h e n y o u s c r o
l l t o
t h e
e n d o
f a n a r t i c l e .
R e m
i n d i n g u s e r a t
t h e
e x a c t m o m e n t u s e r
i s l o o
k i n g
f o r
n e w c o n t e n t .
D . E
n g a g e m e n t
F r o m
N Y T i m e s
. c o m
P r o g r e s s
B a r t o e n c o u r a g e c o m p
l e t i o n o
f m u
l t i - s t e p p r o c e s s
F r o m
G e n
i . c o m
P r o g r e s s
B a r p a t t e r n
i s
c o m p e
l l i n g w a y t o e n c o u r a g e
u s e r s t o c o m p
l e t e a m u l t i - s
t e p
p r o c e s s
D . E
n g a g e m e n t
F r o m
F o u r S q u a r e
. c o m
B a d g e s o r
A c h
i e v e m e n t
l e v e
l s
U s e r s e a r n
b a d g e s
b y
p a r t i c i p a t
i n g
i n t h e s e r v
i c e
D . E
n g a g e m e n t
Q u e s t s
Q u e s t s e n t i c e u s e r s t o t r y i n g
f e a t u r e s o
f t h e s i t e
, f o
l l o w
i n g
t h e m u s i c a
l t a s t e s o
f t h r e e o t h e r u s e r s
i n t h
i s e x a m p
l e .
Q u
e s t s a r e
f u n a n
d t h e y t e a c
h u s e r s a n e w w a y t o
d i s c o v e r
m u s i c w
h i c h r e
i n f o r c e s t h e
b a s
i c v a
l u e o
f t h e s i t e -
b r i l l
i a n t !
E a r n
P o
i n t s
E a r n
R e p u t a t i o n a n
d L i k e p o
i n t s
. L i k e
p o
i n t s c a n
b e
' s p e n t '
b y v o t i n g u p
s o n g s y o u
l i k e
F r o m
t h e
S i x t y
O n e . c o m
Q u e s t s
f o r
f u n a n
d e
n g a g e m e n t
Virality Study Page 18 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537
8/6/2019 Virality Study 1
19/19
,
Virality Study Page 19 of 25April 7, 2011 Stephan Orme stephan@worklogistics.com 510-847-8537