Virality Study 1

8/6/2019 Virality Study 1

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[email protected] 510-847-8537

Document Version 0.88

Virality Study Page 1 of 25April 7, 2011 Stephan Orme [email protected] 510-847-8537


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This document, along with the Modeling Virality spreadsheet are available online:

http://worklogistics.com/category/design-patterns/virality/



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The Sharing/Invite Ask

Sharing Mechanics

Engagement - A Prospective New User

The Invitation

New Visitor Landing Page

New Visitor Landing Page

New Visitor Engagement

Sign Up

Sign Up - Continued

Post Sign-Up Orientation

Deepening User Engagement

Reference Sharing Desi gn 20

Sharing

Engagem ent

Modeling Product Viralit y 24

Additional Resour ces Lessons Learned Viral Marketing by Da vid Skok

http://www.forentrep reneurs.com/lessons-learnt-viral-marketing/

Viral marketing and use r acquisition by Andrew Chenhttp://andrewchenblog.com/list-of-essays/

A Spreadsheet Model for Viral Growth by Mark de Visserhttp://www.markdevisser.com/2010/02/a-spreadsheet-model-f or-viral-growth-2/

Wikipedia Articles on Exponential growth, Logistic Growth a nd Epidemic Modelhttp://en.wikipedia.org/wiki/Exponential_growthhttp://en.wikipedia.org/wiki/Logistic_growthhttp://en.wikipedia.org/wiki/Epidemic_model

Joshua Porters seri es of presentationshttp://www.slideshare.net/search/slideshow?q=bokardo



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epidemiology which uses models to study the spread of diseases in populations. The simple model that I usehere (a SEIS Compartment Model for the curious), looks like this:

= Invite Rate(Invite/User/Day)

= Conversion Rate(Conversions/Invitations/Day)

= Attrition Rate(Attritions/User/Day)

P otential Users

(Susceptible)

Invitees

(Exposed)

U sers

(Infected)

P otential Users

(Susceptible)

Viral Loop

SharingDecision

SharingMechanics

TheInvitation

InviteLanding Page

New VisitorEngagement

SignUp

FirstRun

DeepeningEngagement

Attrition

ra yc e o e

Viral Cycle: How users see it - step by step

Product K-Factor The K-Factor equation is the simplest equation that describesproduct virality. It looks like this:

K = P1 x N x P2

When K is greater than 1, your user base replaces itself and growth isexponential; however, this is the lifetime number of invites/

conversions. For any given period, K can be less than 1 and you canstill get exponential growth so long as the lifetime conversion isgreater than one. The consequence of this is that a snapshot of theK-value is not meaningful for models with ongoing sharing (i.e.most software products) 1 .

Where:

K = Virality K-Factor or ViralityCoefficient

P1 = percentage of users whoinvite others

N = average number of invitations by each user whoinvites others

P2 = percentage of invitees whobecome users


1 Models that only allow each user to have one sharing event is one way to solve this problem, but the di fficulty then is that this generally doesnt t the

actual real-world behavior we are trying to model and you cant compare and update your model agains t real-world data as it comes in. See David Skok or

Mark de Vissers excellent series of articles for share-once models (see links on Table of Contents page).


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Product Virality Spreadsheet

For more on modeling, see the Appendix below for additional notes as well as the Virality Modeling spreadsheetwhich is part of this package.



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each step.

These stages are also represented in the spreadsheet model whichhelps analytics and design to inform each other. The attempt is to

link the virality model with speci c UX design solutions so thatthe two perspectives inform each other.

Its worth noting that while these examples illustrate the patternsthey are not necessarily the best solutions for your situation.


Sign up

First Run after Sign up

Deepening Engagement

Note : this is a general model, stepsvary for di ff erent products.



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:

,

,

, , , , , , ,

Basic share contentA. % who Invite B1. # of invites

B1. # of invitesA. % who Invite?

Percent-Complete Progress Bar combined with InvitesGeni encourages you to Invite your Relatives using a percent complete bar

Geni.com

Percent Complete Bar is acompelling pattern toencourage users tocomplete an enrollmentprocess. In this case, Geniuses it to encourage usersto invite anyone they'veincluded in their familytree.

In addition, the purpose of

the website (discoveringfamily legacy) is wellaligned with sharing

Animated Share BarOnce users scroll down part way, share options roll down and are revealed. Another variation of this is the share tab whichscrolls vertically with the content.

Share Bar rolls down once user scrolls down. Theanimation catches the eye and share options arepresented cleanly.

Service from http://www.apture.com/ but shownhere on the MacNN.com website.

Apture also integrates a search box whichenables users to search for content on thewebite.

B1. # of invitesA. % who Invite? www.electronista.com / Apture.com

From thebolditalic

FB Share, FB LIke and Tweet. Always at hand.No email option?



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C o n t e n t

S h a r

i n g

B a r w

i t h S u b s c r i p t i o n

U p - s

e l l

F a s t C o m p a n y e n c o u r a g e s d e e p e r e n g a g e m e n t w h e n u s e r s s h a r e c o n t e n t

F r o m F a s t c o m p a n y . c o m

A . %

w h o I n v i t e

B 1 . # o f i n v i t e s

F r o m S l i d e S h a r e . n e t

( G i g y a . c

o m )

A . %

w h o

I n v i t e

B 1 . # o f i n v i t e s

S o c i a l P r o o

f : O t h e r

p e o p l e

l i k e t h

i s

t o o

.

A d d i t i o n a l

S h a r

i n g

O p t i o n s

L i k e b u t t o n :

B r i g

h t ,

f o c a

l p o

i n t

I a m P o w e r f u l . M y r e c o m m e n

d a t

i o n s

a r e s e e n

b y m

i l l i o n s

F r o m S t u m b l e U p o n . c

o m

A . %

w h o I n v i t e

D . E

n g a g e m e n t

S h a r e

C o n t e n t

D a s

h b o a r

d

S t u m b l e U p o n ' s s h a r i n g w i d g e t i s a w h o l e d a s h b o a r d w h i c h i n c l u d e s e l e m e n t s t h a t a d d r e s s S o c i a l

P r o o f a n d S t a t u s t o E n c o u r a g e S h a r i n g

S h a r i n g

W i d g e t s

T h i r d - p a r t y w i d g e t s p r o v i d e a l l t h e o p t i o n s . E m b e d d i n g

c o n t e n t p r o v i d e s a c h a n n e l i n t o t h e u s e r s n e t w o r k .

B a s

i c s h a r

i n g

b a r w

i t h c o n t e n t u p - s

e l l : f r o m

s h a r

i n g t o

d e e p e r e n g a g e m e n t a n

d

s u b s c r i p t i o n

.

F a s t c o m p a n y u s e r s

n

d t h e m

t h r o u g

h t h e

i r

i n t e r e s t

i n g c o n t e n t .

T h i s F C s h a r

i n g d e s

i g n

p o

i n t s t h e m

t o w a r

d d e e p e r e n g a g e m e n t .

E m

b e

d d i n g c o n t e n t p r o v i

d e s

a c h a n n e l

i n t o t h e

u s e r s s i t e

. C o n t e n t

d i s t r

i b u t i o n

i s a g o a l

i n i t ' s o w n

r i g

h t a s

i t i n c r e a s e s a d r e v e n u e

. I t a l s o m e a n s

b r o a d e r r e a c

h f o r

i n c l u

d e d

i n v i t e

.

U s e 3 r d p a r t y S o c i a l W i d g e t s , t o s h a r e

c o n t e n t . T h i s o n e i s f r o m G i g y a . c

o m

C 1 . A c c e p t s I n v i t e



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, ,, ,

,

, , , ,Quora, etc. Individual sharing has better response rates but posting has much better reach.

Response is better when sharing/inviting with selected friends but reach isnt as great.

From SlideShare.net

Sharing from a ListOnce you have login credential, inviting selected contacts

B1. # of invites A. % who Invite?

Simple means to import contactsfrom many sources encouragesbroad sharing, increasing thenumber of invites

Inviting from a listInvite from a list.

From Quora.com

I vl v , l

ll v

v l

I v lIndividual invitations to up to 75 friends per da . Not to

ll ll v l



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, , ,

,

,,

, ,

3. Users should initiate and consent to publishing

* http://developers.facebook.com/blog/post/371/

User posting to their own wall

From Quora

After making a post, a chance to let your friendsknow how smart you are.

Secondary e ect of posting to personal network isit encourages better quality posts, a virtuous cycle.

Default Messagemakes it easy

l l lk l k

l , l

Facebook Comments

I 11, k l

ll I lll l

ly l

User posting to their friends wall

Posting to friends walls greatly extends reach (publishing to your own wall reaches just your friends, posting toyour friends wall reaches all their friends). To reduce spam, Facebook rules only allows you to publish to onefriend-wall at a time.

Need Examples



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, ,the invite and follow the link back to site.

These are some basic examples of invitations.

Who from

The Ask, 'Click to Join'is focal point of design

What's being shared(network of people).

Social proof

Opt out of futuremessages

From uxshowandtell.comC1. Accepts Invite

Personal message

What's being shared

Opt out of futuremessages

Link to view content,

weak sell

From Quora.comC1. Accepts Invite From Flikr.comC1. Accepts Invite

Beautiful, compellingcontent, means I'mglad I opened theemail

Link takes invitee back to content page but no1st run orientation orany attempt to enticevisitor to join Flikr

Email Share with Content

Email Invite with Social Proof

Basic Email Invite

Good subject: has whofrom and what

NO 'Join Flikr' messageanywhere on this pageOR the landing page if I follow the content.Poor recruitment

Email Subject line hasPerson who sent it +'Flickr Photo'. Whichtells me a) it's fromsomeone I know andb) it's worth looking at.

Basic Facebook Wall ShareReach personal network of one user. Follow content back to original site.


Sign up

First Run after Sign up

Deepening Engagement

Note : this is a general model, stepsvary for di ff erent products.



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,

,

Short statement tells visitor whatthe site is about.

Friendly Welcome!

Compelling Content on Landing PageIn this design: a striking picture + music which automatically start playing + oatingcommentary add up to a very engaging experience

Interesting commentaryabout band pops uprandomly. Each commentappearing in di erentspot. R eally engaging.

Interesting picture llsthe screen

Music automaticallybegins when page isloaded. Music is alwayssomething compelling

From TheSixtyOne.com



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ompell ng ontent or Land ng age ra t des gn or H tpost.com

ngage w th s te. Valueprop to v s tor: " ndsports updates hela ast"

econd way to engagew th s te: ollow obert

Immed ately e- harecontent or very ast v ralcycle



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,

Need Examples



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, ,

,

,, ,

N o

P a s s w o r d

S i g n

U p

,

,

l o w - s

e c u r i t y s i t u a t

i o n s .

S i g n u p

b u t t o n :

1 . C o m m u n

i c a t e s

i m m e d

i a t e

b e n e t

2 . I m

p e r a t

i v e s t a t e m e n t

' S t a r t

. . . '

3 . F o c a

l p o

i n t o

f d e s

i g n

F r o m

G e n

i . c o m

C 3 . S i g n

U p

- B u t t o n s a y s w

h a t

i t d o e s

- D i r e c t

l a n g u a g e r e - e

n f o r c e s m e s s a g e .

- F o c a

l p o

i n t

,

,

- T o p a l

i g n e d

l a b e l s e a s i e r

/ f a s t e r t o s c a n

,

F r o m

A b o u t . c o m -

T o p a l

i g n e d

l a b e l s e a s i e r

f a s t e r t o s c a n

- S i m p

l e , c

l e a n e m p

h a s i z e s s i m p

l i c i t y t o s i g n u p

- M i n i m a l

I n f o l o w e r s t r a n s a c t

i o n c o s t

G e n e r a

l F o r m

E n t r y D e s

i g n

I s s u e s

- L a z y r e g

i s t r a t

i o n : u s e r s c a n u s e s i t e w

/ o r e g

i s t e r i n g

- I n d i c a t e r e q u

i r e d

e l

d s

- R e a

l - t i m e

d a t a v a

l i d a t i o n

- T o p a l

i g n e d

l a b e l s

- M i n i m i z e

d a t a e n t r y

- M u

l t i - S t e p p r o c e s s t o

b r e a k u p c o m p

l e x e n t r y

,

F r o m

S q u a r e

U p

. c o m

C 3

. S i g n

U p

F r o m

P a t

h . c

o m

C 3

. S i g n

U p

C 3 . S i g n

U p

G e n e r a l

R u

l e s

V i s u a l

l y n o t a s

b e a u t i

f u l a s s o m e

o t h e r o t h e r e x a m p

l e s

h e r e .

S i n g

l e E n t r y

P a s s w o r d

f o r

S i g n

U p



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J o i n B u t t o n

o a t s a

b o v e c o n t e n t ,

a l w a y s a v a

i l a b l e

. B r i g

h t c o

l o r a n

d

I m p e r a t

i v e s t a t e m e n t e n c o u r a g e

e n r o

l l m e n t

F r o m

e c o n s u

l t a n c y

. c o m

C 3

. S i g n

U p

U n

i v e r s a l

l o g i n s s i m p

l i f y s i g n u p

F r o m

D a i

l y K o s . c o m

C 3

. S i g n

U p

U n

i v e r s a

l l o g

i n s

( F a c e

b o o

k ,

T w

i t t e r , e t c

) e l i m i n a t e s

n e e

d t o r e m e m

b e r y e t

a n o t h e r p a s s w

o r d

A l w a y s

A v a

i l a b l e S i g n

U p

T a b

F r o m

Q u o r a

. c o m

P r e

f e r e n t i a l u s e o

f F a c e

b o o

k L o g

i n o v e r

N a t

i v e

L o g

i n p

l u s

F i n d / I n v i t e

F r i e n

d s D u r i n g

S i g n - u

p P r o c e s s

Q u o r a p r e

f e r e n t i a

l l y

d i s p l a y s

F a c e

b o o

k a n

d

T w

i t t e r

l o g

i n s .

T h i s g

i v e s

Q u o r a a c c e s s t o

F a c e b o o

k c o n t a c t s w

h i c h

g r e a t l y s i m p

l i e s

f u t u r e

s h a r

i n g

.

C 3

. S i g n

U p

A . % w

h o

I n v i t e

P r e s e n t v a

l u e p r o p

d u r i n g s i g n u p

A u t o m

a t i c a l

l y F o

l l o w

F r i e n d s

l l s q u e u e w

i t h

f a m

i l i a r n a m e s a n

d t o p

i c s .

T h i s h e

l p s w

i t h 1 s t r u n

e n g a g e m e n t .

C 2

. F i r s t

U s e

B 1

. # o

f i n v i t e s

" T a k e s

3 0 S e c o n

d s "

l o w e r s

c o m m

i t m e n t -

k e y

f a c t o r

i n u s e r s

d e c i

d i n g t o s i n g u p

.

" F r e e

" a n o t h e r

i m p o r t a n t w o r d

P r e s e n t

F e a t u r e s a n

d

B e n e t s a l o n g s i

d e s i g n - u

p

e n c o u r a g e s u p t a

k e

C 3

. S i g n

U p

F r o m

S l i d e s

h a r e

. c o m

L o w e r

C o m m

i t m e n t

d u r i n g

S i g n u p

P r e s e n t

F e a t u r e s a n

d B e n e t s

d u r i n g s i g n u p



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,

F l k r I n t r o

B a r s

h o w s t h r e e c o m m o n

a c t i v i t

i e s t h e y w a n t y o u t o

k n o w

h o w t o p e r

f o r m

. H o v e r

i n g o v e r

e a c h i t e m

d i s p l a y s p o p - u

p

e x p l a

i n i n g t h e

f e a t u r e .

P r e s e n t

i n g a t

3 s t e p s e n c o u r a g e s

u s e r t o e x p

l o r e a l

l t h r e e

F r o m F l i k r . c o m

D . E

n g a g e m e n t

F r o m F l i k r . c o m

C 2 . F i r s t U s e

F o c a

l p o i n t

i s a )

W e l c o m e a n

d b )

T h r e e g e t s t a r t e

d a c t i v

i t i e s .

P r o v

i d i n g D

i r e c t i o n

d u r

i n g

i n i t i a l u s e

s i m p

l i e s u s e r u p t a

k e

O r i e n t a t i o n E m a i l

N u m b e r e d s t e p s e n c o u r a g e u s e r s t o t r y a l l t h r e e e n g a g e m e n t a c t i o n s

F r o m

P a t h . c

o m

F i r s t r u n t o u r

P r e s e n t i n g s i m p l e s t e p s

l o w e r s c o m m i t m e n t

a n d e n c o u r a g e s u s e r s

t o t a k e t o u r .

F r i e n d

l y W e l c o m e ,

t h r e e o p t i o n s h e r e :

- T o u r

- S k i p t o u r a n d j u m p i n

- H e l p

U s e r s S e l e c t F i r s t r u n t o u r s

t a i l o r e d t o s p e c i c u s e s

S e l e c t t h e t o u r t h a t

i n t e r e s t s y o u .

F r o m

B e h a n c e . c o m



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,

D e e p e n

i n g

U s e r

E n g a g e m e n

t

C o n t e n t

D i s c o v e r y : S

l i d e - o

u t

d i a l o g s u g g e s t n e x t a r t i c l e

S l i d e - o

u t

d i a l o g s u g g e s t s n e x t a r t i c l e .

D i a l o g o n

l y a p p e a r s w

h e n y o u s c r o

l l t o

t h e

e n d o

f a n a r t i c l e .

R e m

i n d i n g u s e r a t

t h e

e x a c t m o m e n t u s e r

i s l o o

k i n g

f o r

n e w c o n t e n t .

D . E

n g a g e m e n t

F r o m

N Y T i m e s

. c o m

P r o g r e s s

B a r t o e n c o u r a g e c o m p

l e t i o n o

f m u

l t i - s t e p p r o c e s s

F r o m

G e n

i . c o m

P r o g r e s s

B a r p a t t e r n

i s

c o m p e

l l i n g w a y t o e n c o u r a g e

u s e r s t o c o m p

l e t e a m u l t i - s

t e p

p r o c e s s

D . E

n g a g e m e n t

F r o m

F o u r S q u a r e

. c o m

B a d g e s o r

A c h

i e v e m e n t

l e v e

l s

U s e r s e a r n

b a d g e s

b y

p a r t i c i p a t

i n g

i n t h e s e r v

i c e

D . E

n g a g e m e n t

Q u e s t s

Q u e s t s e n t i c e u s e r s t o t r y i n g

f e a t u r e s o

f t h e s i t e

, f o

l l o w

i n g

t h e m u s i c a

l t a s t e s o

f t h r e e o t h e r u s e r s

i n t h

i s e x a m p

l e .

Q u

e s t s a r e

f u n a n

d t h e y t e a c

h u s e r s a n e w w a y t o

d i s c o v e r

m u s i c w

h i c h r e

i n f o r c e s t h e

b a s

i c v a

l u e o

f t h e s i t e -

b r i l l

i a n t !

E a r n

P o

i n t s

E a r n

R e p u t a t i o n a n

d L i k e p o

i n t s

. L i k e

p o

i n t s c a n

b e

' s p e n t '

b y v o t i n g u p

s o n g s y o u

l i k e

F r o m

t h e

S i x t y

O n e . c o m

Q u e s t s

f o r

f u n a n

d e

n g a g e m e n t



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Virality Study 1

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Transcript of Virality Study 1