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The Art & Science of Virality in Web Applications

The Art & Science of Virality in Web Applications

@amitranjan
@amitranjan
35 Followers
2 months ago 122
Tech #depth #viralstrategy #growthhacking #virality #distribution #viralcoefficient #width #webapplications

The Art & Science of Virality in Web Applications

@amitranjan2 months ago

The Art & Science of Virality
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Sorry for the all-caps:)
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What is Virality?
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- Virality: Ability of an object to self-replicate - Think pathological diseases - Often mixed w…
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Virality in Web Applications - Single minded focus on acquiring new users - Get users to spread …
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Putting it differently... Virality is marketing BUILT INTO the product… if the product is viral…
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Ways to go Viral - Social Graph: Facebook, Twitter, IG - Network Effects: IM, Whatsapp, Telegram …
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Viral Coefficient – The secret sauce Viral Coefficient is the number of additional members ever…
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Viral Coefficient < 1 • grows initially but hits ceiling Viral Coefficient > 1 • growth unbound…
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Why viral coefficient > 1 All figures hypothetical YouTube FaceBook Instagram
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Within an app, channel with highest viral coefficients dominates Illustrative example for hypothe…
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The Mathematics of Viral Growth User CTA - invite friends x = invited friends Accept? Yes y%…
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Designing a viral loop Conversion Funnel Distribution Channels
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Viral Loops: Distribution Channels - Invite a friend - NewsFeed - Embeds / widgets - Notifi…
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- Validate Use Case : Will they use it? - Test CTA (call to actions) : Will they click it? - Trac…
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Flow A Flow B A new users B new users X% user dropoff Y invites sent/user Z% invites accepted …
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Viral channels NOT EQUALS features - Viral channels bring new users - Features keep existing user…
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Viral Channels LifeCycle -Viral channels eventually decay (saturation, user conditioning) - When …
18/20
The Social Participation Ladder
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Questions?
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