Pengpeng Sharing on Mobile Virality on Wechat
Transcript of Pengpeng Sharing on Mobile Virality on Wechat
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Getting millions of users
for free
Andy TianPengPeng
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云智联公司版权所有 -2014- www.pengpeng.la 2
About PengpengFounded 2013 SepFirst gamified social app30Mln users in 12 monthsFunded by KPCB, Index, Ventech, etc$30Mln USD raised in 3 rounds
http://edition.cnn.com/2014/09/16/business/inside-china-social-media-landscape/http://blogs.wsj.com/digits/2014/12/11/chinas-pengpeng-aims-to-take-on-facebook-wechat/
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云智联公司版权所有 -2014- www.pengpeng.la 3
About AndyMIT, BS/MS, CSBCGGoogleZyngaCo-founded 4 startups
https://cn.linkedin.com/in/andytian
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云智联公司版权所有 -2014- www.pengpeng.la 4
Who wants free users?
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云智联公司版权所有 -2014- www.pengpeng.la 5
Millions of free users with high
retention?
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云智联公司版权所有 -2014- www.pengpeng.la 6
1月 12日1月 13日
1月 14日1月 15日
1月 16日1月 17日
1月 18日1月 19日
1月 20日1月 21日
1月 22日1月 23日
1月 24日1月 25日
1月 26日 -
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Unique Users
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云智联公司版权所有 -2014- www.pengpeng.la 7
0
40,000,000
80,000,000
120,000,000
160,000,000Apr 9th
Daily Pageviews
Highest HTML5 traffic in the world
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云智联公司版权所有 -2014- www.pengpeng.la 8
25 days12M unique users
Standard marketing cost: $12Mln
Actual cost: $0
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云智联公司版权所有 -2014- www.pengpeng.la 9
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云智联公司版权所有 -2014- www.pengpeng.la 10
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云智联公司版权所有 -2014- www.pengpeng.la 12
What is the #1 question facing
startups?
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Acquiring new users
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April, 2014
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3 months, 10mln Wechat users authorized
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
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#2 in Malaysia
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Virality(growth hacking)
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A Wechat app
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How?
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FunPlay with friendsClose social loop
Test, analyze, optimize
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云智联公司版权所有 -2014- www.pengpeng.la 24
Fun
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CONFIDENTIAL-ASIA INNOVATIONS
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Play with friends
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云智联公司版权所有 -2014- www.pengpeng.la 30
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云智联公司版权所有 -2014- www.pengpeng.la 31
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云智联公司版权所有 -2014- www.pengpeng.la 32
Close the social loop
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Closing the loop
Sender ReceiverRequest
Notification
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Test and iterate
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The funnel
# ofSends
# ofopens
# of shares
# of clicks onshares
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V1: 2014/4V45: 2015/3
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The funnel
Open rate
Completion rate
Share rate
2ndary click on share
0% 10% 20% 30% 40% 50% 60%
11%
55%
30%
12%
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Try a lot, most won’t work
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12 months40+ HTML5 apps
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What more can you do?
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Co-branding
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Key take aways
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Growth hacking works in China
Virality available on Wechat
Interactive product over read-only content
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www.pengpeng.la
We are hiring for great talent in UI/UX design, engineering, product management, and marketing