Embed Size (px)
DESCRIPTION
Citation preview
Agenda• About Nudge
• What is a viral loop
• Is a viral loop all you need?
• Facebook itself
• Rules on using the viral loop
• Viral Approaches
• Examples
Nudge Social Media Nudge is a dedicated social media agency
based in Poland St
We run large scale Facebook marketing campaigns for our client brands.
We have run over 30 different campaigns on Facebook since June 2008 reaching >100’s of thousands of consumers.
Our service includes strategy, creative concepts, application design and execution, optimisation, community management and campaign analysis.
We actively monitor the platform on a daily basis for changes that will affect our clients.
‘Buzz!’ the friend quiz, created on Facebook by Nudge for Sony Playstation, reached out to Facebook users who had never
heard of the video game.
What is a viral loop?• The planned mechanic by which users share content with their friends
• Planned– You know why they do it
• Mechanic– You know what they do to share
What is a daily loop?
• The planned mechanic that brings users back to a particular application
• The Daily Loop is the viral loops BIGGER brother.
• Users engage first, refer second.
Facebook now 400m Active Users globally & growing
Active’ users have interacted in last 30 days...
400+m
*Source: Facebook internal data, Sep 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Jan 2010
USA94m
France13.7m
Ireland1m
Turkey15m
Italy12m
Russia760kSweden
3m
Austria1mSwiss
1.7m
Finland1.3m
Portugal866k
Belgium2.8m
Norway2m
Greece2m
Denmark2.2m
UK22m
Spain7.3m
Netherlands1.6m
Hungary500k
Australia 7m
NZ1.2m
1.5m
2m
Czech
Egypt
4.8mIndia
400kRomania
2mEgypt
Germany4.8m
Facebook’s Global audience continues to growEurope 100m+ Active users (Oct 2009)
*Source: Facebook internal data, Oct 2009
Source: Facebook internal data, Aug 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days
Over 20m Active users in the UKOver 1/3 of the UK population now using Facebook regularly
20m
Facebook itself
• Daily Loops– Stream– Apps and Ganes– Comments– Email– Photos– Status– Wall Posts– …
• Viral LoopsSocial graphApp invitesPhoto TaggingVideo Tagging
Fast Viral Loops
• Apprentice Board
• Average 6 friends invited
• Very fast growth to over 10,000 users without seeding
Tango Head Masher 3000
Viral Loop:Tagged Photos
Outcome85,000 photos mashed
Viral Return25,000 new users (converted) via Photo Tags
But, did we use all the viral loops?
• Used– Invites– Photo Tags– Publish to Fan Page
• Unused– Wall Posts– Share button– Challenges– Attachments
Viral Loop – ways to get it moving
• Reciprocation
• Competition • Benchmarking
• Shared Opportunity
• Communication
Reciprocation
• Gifts
• Free, included In
Competition
• Scrabulous / Scrabble
• Buzz the Friend Quiz
Benchmarking
• Who has the biggest brain
• Power of the Gods
• Compare People
• Likeness
Shared Opportunity
• Win as a group
Maintain Engagement with Daily Loops
• Push exclusive content
• Relate community to external events
• Action and return rewards (eg. Crops) (or vice versa Return and Action Tasks)
• Enforced scarcity
• Facilitate user to user communication
Viral Loop Analysis of Application X
Viral Growth Factor for January 2010 X = 94.6% of unique visitors have invited friends
Y = User have invited on average 4.6 friends.
Z = % of users who accepted an invitation: 31.48%
X*Y*Z= 1.37. The viral growth factor is 1.37
Results: Unique Visitor Month 1: 24,254 Supposed figure for Month 2 with Viral Growth factor: 33,306 unique visitors
Unique Visitor Month 3: 52,734
Acceleration of the Viral loop in Month 3
Who to check out
• Andrew Chen – jumping the shark
• Dave Mcclure – Pirate AARRR – Attention, Acquisition, Retention, Referral and Revenue
• Siqi Chen
• Inside Facebook
• All Facebook
• Nudge Social Media Blog
• Signpost terms to look up: infection rate, A/B testing, cohort analysis, K-factor
NUDGE SOCIAL MEDIA
• Resources at our STAND #2– “10 Social Media
Principles to Hang On to” take home
• Learn about social remixing
Facebook.com/NudgeSocialMedia
Telephone: 020 7096 0146
Email:[email protected] Address:Nudge28 Poland StW1F 8QP
Web:www.nudgesocialmedia.com
“dedicated social media experts” – Inside Facebook
