Viral Coefficient
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Hey Guize! Achieve Viral Virility Wordcamp SF 2008 This is not Virality Virality Is: Growth based on goodwill Viral Coefficient Invite-based Viral Coef. = Input X # of Invitations X Delivery Rate X Open Rate X Click Rate X Sign Ups X New Invitations Did I Put U To Sleep? Why Facebook Apps Spam Facebook App Virality Invite-based Viral Coefficient = Input X # of Invites X Delivery Rate X Open Rate X Click Rate X Sign Ups X New Invitations Sent The Boom and Bust Invite-based virality 70 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 Don’t Be a Dick The Boom and Bust Invite-virality 70.0 What you want 52.5 35.0 17.5 0 1 2 3 4 5 6 7 8 9 10 Yes. It’s slooooow. er. Invite-based Pros and Cons • Pros • RAPIDO! • FAST • C-C-C-COMBO! • Cons • Burn and Churn • Low actual usage • Sacrifice Goodwill • Heavy strain on infrastructure Why R U On This Site? • I was suckered by an email • I like this site enough to return • PRO TIP: BAD • PRO TIP: GOOD True Story (Sorta) THEY: “OMG, we’re so at war with spam filters.” ME: “What’s wrong with your emails?” THEY: “Too many people are flagging our emails as spam.” Sustainable Pros and Cons • Pros • Builds trust and goodwill value • Cons • Slow. Er. • Requires a quality product • Realistic return on • You’re not a dick • “Real” Traffic • May not be possible What Do I Do With It? Viral Coefficient Sustainable Viral Coef. = Input X # of Invites (over lifetime) X Delivery Rate X Open Rate X Click Rate X Sign Ups X New Invitations Sent Build Reasons to Invite Reasons for Inviting • Create Content • Preferencing • Personal Messages • Comments • Feedback and Replies • (Find reasons for your site) Tracking Conversions Find the Balance Final Words of Wisdom Achieving Viral Virility Means Not Being A Dick
Shared by: Jason Nazar
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