Viral Loops: Making Self-Marketing Apps
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Transcript of Viral Loops: Making Self-Marketing Apps
![Page 1: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/1.jpg)
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Summary
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Summary
• Viral Loops create exponential growth
![Page 4: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/4.jpg)
Summary
• Viral Loops create exponential growth
![Page 5: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/5.jpg)
Summary
• Viral Loops create exponential growth
This is a goodproblem
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Summary
• Viral Loops create exponential growth
• Viral Loops are cheap
![Page 7: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/7.jpg)
Summary
• Viral Loops create exponential growth
• Viral Loops are cheap
![Page 8: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/8.jpg)
Summary
• Viral Loops create exponential growth
• Viral Loops are cheap• Viral Loops must be built into your
product
![Page 9: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/9.jpg)
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Introduction
• What is a Viral Loop?
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Viral Loop:A self-fueling action loop that
drives users to create more users.
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Example:
![Page 14: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/14.jpg)
Example:
Not Viral: please come to my party.
![Page 15: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/15.jpg)
Example:
Not Viral: please come to my party.
Marketing 1.0
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Example:
Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
![Page 17: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/17.jpg)
Example:
Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
Viral Marketing
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Example:
Viral: OMG, this party is like, the best EVAR! Let’s call all our friends and invite them too!
Not a Loop Yet
![Page 19: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/19.jpg)
Viral Loop:A self-fueling action loop that
drives users to create more users,which increase engagement of
existing users.
![Page 20: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/20.jpg)
Example:
Viral Loop: Now that all my friends are here, this party is even more awesome. I’m going to invite more!
![Page 21: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/21.jpg)
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
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Is This A New Thing?
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Is This A New Thing?
No.
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Is This A New Thing?
All social memes areViral Loops.
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Is This A New Thing?
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Is This A New Thing?
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Is This A New Thing?
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Is This A New Thing?
It’s still viraleven when transmittedvia town crier.
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Viral Loops Are:
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Viral Loops Are:
Self-Spreading
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Viral Loops Are:
Self-Spreading• They use existing social mechanisms
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Viral Loops Are:
Self-Spreading• They use existing social mechanisms• You trust your friends
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Viral Loops Are:
Self-Spreading• They use existing social mechanisms• You trust your friends• You want to do what your friends do
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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
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Viral Loops Are:
Inexpensive
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Viral Loops Are:
Inexpensive
Cost = Almost Zero
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Viral Loops Are:
Inexpensive
Cost of Acquisition
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Viral Loops Are:
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Viral Loops Are:
Initial Cost of Acquisitionis high per person.
It drops to almost zero over time.
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Viral Loops Are:
Exponential
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Viral Loops Are:
Exponential• 1 person recruits 1 more person
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Viral Loops Are:
Exponential• 1 person recruits 1 more person• 2 x 2 = 4
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Viral Loops Are:
Exponential• 1 person recruits 1 more person• 2 x 2 = 4• 4 x 4 = 16
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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
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Ok, so all of that is great, but
how do they work?
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4 Stages
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4 Stages
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Stage 1: Attract
On Ramps
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Stage 1: Attract
On RampsActive:
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Stage 1: Attract
On RampsActive:• Friends and Family
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Stage 1: Attract
On RampsActive:• Friends and Family• Interrupt and Annoy
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Stage 1: Attract
On RampsActive:• Friends and Family• Interrupt and Annoy• Ad Words
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Stage 1: Attract
On RampsActive:• Friends and Family• Interrupt and Annoy• Ad Words• Early stages may require desperate measures
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Stage 1: Attract
On RampsPassive:
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Stage 1: Attract
On RampsPassive:• Search Engines (SEO)
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Stage 1: Attract
On RampsPassive:• Search Engines (SEO)• Be an Expert
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Stage 1: Attract
On RampsPassive:• Search Engines (SEO)• Be an Expert• Reviews
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Stage 1: Attract
On RampsPassive:• Search Engines (SEO)• Be an Expert• Reviews• Word of Mouse
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Stage 1: Attract
On RampsPassive:• Search Engines (SEO)• Be an Expert• Reviews• Word of Mouse
Congratulations, you went viral!
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Stage 2: Capture
Engagement
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Stage 2: Capture
Engagement• Immediately useful
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Stage 2: Capture
Engagement• Immediately useful• It just works
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Stage 2: Capture
Engagement• Immediately useful• It just works• Beware Off Ramps
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Stage 2: Capture
Engagement• Immediately useful• It just works• Beware Off Ramps• I don’t get it• It’s broken• You’re annoying me
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Stage 3: Spread
Sharing
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Stage 3: Spread
Sharing• Easy to share
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Stage 3: Spread
Sharing• Easy to share• Obvious reasons
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Stage 4: Grow
Engagement
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Stage 4: Grow
Engagement• Multiplier effect
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Stage 4: Grow
Engagement• Multiplier effect• Use Drives Use
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Stage 4: Grow
Engagement• Multiplier effect• Use Drives Use
Important!
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4 Stages
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Examples
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Examples
Ebay
![Page 75: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/75.jpg)
Examples
Ebay• Attract: extremely strong
![Page 76: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/76.jpg)
Examples
Ebay• Attract: extremely strong• Capture: extremely strong
![Page 77: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/77.jpg)
Examples
Ebay• Attract: extremely strong• Capture: extremely strong• Spread: very weak
![Page 78: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/78.jpg)
Examples
Ebay• Attract: extremely strong• Capture: extremely strong• Spread: very weak• Grow: nothing. Nada. Zilch.
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Examples
Ebay• Attract: extremely strong• Capture: extremely strong• Spread: very weak• Grow: nothing. Nada. Zilch.• Maybe this is their problem
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Examples
Ebay• Attract: extremely strong• Capture: extremely strong• Spread: very weak• Grow: nothing. Nada. Zilch.• Maybe this is their problem• They should be Groupon
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Examples
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Examples
Twitter• Attract: moderately strong
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Examples
Twitter• Attract: moderately strong• Capture: strong
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Examples
Twitter• Attract: moderately strong• Capture: strong– Very few off ramps
![Page 85: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/85.jpg)
Examples
Twitter• Attract: moderately strong• Capture: strong– Very few off ramps
• Spread: moderate
![Page 86: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/86.jpg)
Examples
Twitter• Attract: moderately strong• Capture: strong– Very few off ramps
• Spread: moderate• Grow: moderate
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Examples
Twitter• Attract: moderately strong• Capture: strong– Very few off ramps
• Spread: moderate• Grow: moderate– Off Ramp: too much noise
![Page 88: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/88.jpg)
Examples
Twitter• Attract: moderately strong• Capture: strong– Very few off ramps
• Spread: moderate• Grow: moderate– Off Ramp: too much noise– Use Kills Use
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Examples
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Examples
Facebook• Attract: strong
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Examples
Facebook• Attract: strong• Capture: strong
![Page 92: Viral Loops: Making Self-Marketing Apps](https://reader035.fdocuments.net/reader035/viewer/2022070300/540e30e18d7f72747e8b4c97/html5/thumbnails/92.jpg)
Examples
Facebook• Attract: strong• Capture: strong• Spread: strong
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Examples
Facebook• Attract: strong• Capture: strong• Spread: strong• Grow: extremely strong
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Examples
Facebook• Attract: strong• Capture: strong• Spread: strong• Grow: extremely strong– One of the best examples of UDU
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Time To Get Rich
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Time To Get Rich
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Build a Viral Loop
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Build a Viral Loop
• Plan Your Loop First
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Build a Viral Loop
• Plan Your Loop First• Build Product Second
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Build a Viral Loop
• Plan Your Loop First• Build Product Second
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Build a Viral Loop
Phase 1: Attract
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Build a Viral Loop
Phase 1: Attract• Make your usefulness obvious
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Build a Viral Loop
Phase 1: Attract• Make your usefulness obvious• Sign up should be insanely easy
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Build a Viral Loop
Phase 1: Attract• Make your usefulness obvious• Sign up should be insanely easy– Sign up is a big Off Ramp
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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.
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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
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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
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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
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Build a Viral Loop
Phase 2: Capture
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Build a Viral Loop
Phase 2: Capture• Simple
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Build a Viral Loop
Phase 2: Capture• Simple• Immediately Useful
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Build a Viral Loop
Phase 2: Capture• Simple• Immediately Useful• It just works
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Build a Viral Loop
Phase 2: Capture
A simple, usable, stable app is much better than a
complex, hard, buggy one
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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.
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Build a Viral Loop
Phase 2: Capture
A simple, usable, stable app is much better than a
complex, hard, buggy one
So will you.
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Build a Viral Loop
Phase 3: Spread
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Build a Viral Loop
Phase 3: Spread• Easy to share
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Build a Viral Loop
Phase 3: Spread• Easy to share• Reasons for sharing
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Build a Viral Loop
Phase 3: Spread• Easy to share• Reasons for sharing– Direct rewards (Dropbox)
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Build a Viral Loop
Phase 3: Spread• Easy to share• Reasons for sharing– Direct rewards (Dropbox)– Inherent usefulness (Facebook)
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Build a Viral Loop
Phase 4: Grow
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Build a Viral Loop
Phase 4: Grow• Network effect
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Build a Viral Loop
Phase 4: Grow• Network effect–More people = more useful
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Build a Viral Loop
Phase 4: Grow• Network effect–More people = more useful
• UDU: Use Drives Use
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Build a Viral Loop
Phase 4: Grow• Network effect–More people = more useful
• UDU: Use Drives Use– This part is hard
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Worksheet:
Attract Capture Spread Grow
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Worksheet:
Attract Capture Spread Grow
Don’t build your app until you have compelling features in all four columns.
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Conclusion
• Plan your loop, then your product• Cost of Acquisition• Word of Mouse• Use Drives Use• Eliminate Off Ramps
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Who the heck is this?
Josh JeffryesCreative Director at BusyEvent
www.busyevent.comwww.jjeffryes.com
Jjeffryes.blogspot.com@jjeffryes
[email protected]/jjeffryes
www.meetup.com/design