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How to acquire 10 million users in 10 weeks with 10 employees?


Liang Zhang 2012.3

It empowered fastest growth ever

.. and very powerful!


Scalability: super linear value creation
UGC: unlimited producers vs. people you can hire Growth: potential connections vs. limited ads

Stickiness: the power of active connection Long tail: centralized vs. decentralized Switching Cost Winner-takes-all

2 Questions
How did they get exponential growth?
What did they do? What kind of products fit this model?

How to leverage the social graph?


What do we have now? Whats the way to learn?

TO BUILD A REAL SOCIAL PRODUCT

What is the Network Effect?


When the value of a product to one user depends on how many other users there are. - Shapiro, Varian The value of a network is proportional to the square of the number of connected users of the system (n2) - Metcalfes Law

Information Services vs. Networks


Information Services
Core Value: collecting and processing data Yahoo!, Google, YouTube, Flickr

Network Services
Core Value: facilitating a relationship between people and groups eBay, Paypal, Facebook, Twitter, Pinterest

Moving data is hard, moving people is hard

What makes a good social product?


A real (not new) demand Easy to use Target a niche demographic first Kickoff with some power users Dual Engines of social
Inner social: what makes people interact? Outer social: how to drive people collect or share around?

First to market and Promote hard

Fundamental things
Demand Paypal LinkedIn MySpace Facebook Twitter Tumblr Zynga Instagram Wire money Job Self-expression Social Self-expression Self-expression Game Photo Easier to use Credit card Personal Page Personal Page Personal Page Blog Blog Casual Game Lomo Camera Demographic eBay users Valley people Music fans Students Bloggers Bloggers iPhone users Power Users eBay users VCs Rock band Ivy League Famous Desingers Photographer

Facebook users Pokers

Pinterest Groupon
Airbnb

Wish list Local Shopping


Accommodation

Pin Board Group Buying


Airbed Mkt

Housewives Chicago
Craigslist users

Designers
Craigslist users

Dual Engines of social


Inner Engine of Social Very intuitive: pictures are very easy to read Something useful: wish list Demographic: 30+ women East to start: already well curated stuff Good Design Leverage Facebook and Twitters social graph to follow your friends pin boards Engine of Viral: Re-Pin

Outer Engine of Social - a Pin bookmarklet to collect all kinds of pictures - Pin it button on other sites -

Outer Engine of Social - Share user activities on Facebook - Spam user with all kinds of activities

Initial Traction - Invite Art/Designing but not Tech Blogs to write about it - Only By Invitation

Common mechanisms of inner engine of social


Follow/ Refollow/ Recommendation/ Matching
Make people connected, fast!

Repost/ Retweet/ Repin


Lower the cost of content creation/ curation

To group Crowdsourcing Interaction Loop


Steal your friends vegetables Draw and guess with your friends

Game mechanisms: tasks and rewards


LinkedIn: profile complement; Weibo: how many followers, comments, repost

First to market and Promote hard


eBay vs. Onsale Craigslist vs. Kijiji Zynga vs. Playfish Foursquare vs. Gowalla Weibo vs. Diandian

Case Study: Draw Something


-

Fundamentals Demand: A proven product on web (Pictionary) Easiness: 15 seconds of drawing and asynchronous interaction Demographic: iOS users Power users: Drawers First to market and polished enough

First Traction - No 1. on both Top Paid / Free Apps list

Inner Engine of Social - Interaction Loop: Draw and Guess - Incentives: Coins, Colors, Bombs, Record - Psychology: Its ok to play with strangers. Its good to play with friends. Its great to play with people you know but not familiar.

Outer Engine of Social - Add friends: Facebook and Twitter API - Share on Facebook, Twitter and Pinterest

Evolution of the Social Service


Facebook Timeline; Open API; Real relationship MySpace Easier to use Twitter Easier to write; Retweet; Timeline; Better design; Repost; Timeline; Is there a better way to empower the connection of people?

Personal page

Easier to use Blog

Pinterest Tumblr Pin it bookmarkelet

TO LEVERAGE THE SOCIAL GRAPH

Social marketing before Facebook


Paypal
Launch on the eBay platform Pay $10 for signing up plus $10 per referral

Yelp
Host Yelp parties to make people write reviews

LinkedIn
Reid Hoffmans relationships Refuse to meet VCs until they adopted LinkedIn An Outlook contact uploader Invitation reminders that expired after two weeks

Social Marketing on Facebook


Time line: NFO

Fan Page: like/ comment/ share/ write about it Access to users information through API Ads:

What you can get from Facebook


Access my basic information Includes name, profile picture, gender, networks, user ID, list of friends, and any other information I've made public Access my profile information About Me, Birthday, Hometown, Current City, Education History and Work History Access information people share with me Birthdays, Hometowns, Current Cities, Education History and Work History Send me email gtrot may email me directly at izlmichael@gmail.com Post on my behalf gtrot may post on my behalf, including status updates, photos and more. Access my data any time gtrot may access my data when I'm not using the application. Check-ins gtrot may read my check-ins and friends' check-ins.

The Zynga Way (1)


Before you even get started playing youre prompted to:
Become a Fan/Like (so they can push updates through your news stream) Invite your friends (pro tip: make it look like its required) Share this page on your news stream They again remind you right at the start of the game:

The Zynga Way (2)


All kinds of ways of SPAM

Pinterest Way
Pinterest: Since launching their open graph integration less than a month ago, the number of Facebook users visiting Pinterest every day has increased by more than 60%. - Facebook Automatically follow your friends from Facebook and spam them on Facebook and in mail

Some local ways


On Renren
Create 5 accounts as classmates Add 1000+ friends in one area Repost some ads Target: Renrens sharing homepage Example:
10 CPS

Some local ways


On Weibo
Popular topics: Jokes, Girls, Astro, Travel, Movie Multiple accounts, cross promotion Proactive follow others for refollow Write some scripts to follow/ comment/ message

On Pinterest clone
Write some scripts to pin and repin Mogujie: 78% collusion, 22% reliable, 3% high quality contents

Case Study: Dui.lu

Thanks!

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