Viral LoopToby Beresford – Nudge Social Media

8 March 2010

0207 096 0146toby@nudgesocialmedia.com Toby Beresford

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

Italy

12m

Russia760kSweden

3m

Austria

1mSwiss

1.7m

Finland1.3m

Portugal

866k

Belgium2.8m

Norway

2m

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 grow

Europe 100m+ Active users (Oct 2009)

*Source: Facebook internal data, Oct 2009

Source: Facebook internal data, Aug 2009

Note: 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 UK

Over 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

toby@nudgesocialmedia.com

Telephone: 020 7096 0146

Email:info@nudgesocialmedia.com Address:Nudge28 Poland StW1F 8QP

Web:www.nudgesocialmedia.com

“dedicated social media experts” – Inside Facebook