Step 1(Initial Growth):
Initial Growth (based on advertising principles) – all about conversion rates (#times people see profiles, canvas page, invites, activity stream, feeds). Goal MAX conversion rates for each channel. Consider long-term user experience. Effective (aggressive) methods at the beginning will not work later in app life cycle
Design/implement based on simple concepts. Viral channels are more important than features!
Goal: concept validation.
- Iterate/execute rapidly. Viral loop. A/B testing. Do not complicate – it will make execution/testing/measuring. Goal: figure out features, do not be emotional, and be guided by data/metrics.
- Use web matrix (Google analytics for conversion rates)
[Social Application classes]
- Channel (superwall)
- Games (related to dating, affinity groups)
Understand audience, look at market size, potential penetration (set expectation right :). Ning has impressive numbers but segmented. iGoogle (10-15 Mil, virality is not clear yet, how to build initial friend list?)
- Understand activity stream.
- Focus on simple
- Focus on activity stream that all users can engage into
Typical 30 releases/day during the post-launch phase.
Take extra care of 1-st impression (app about page is important!)
Step 3(grows, tuning along the way)
Start with the call to action
Figure out conversion rate (make sure x*y>1)
Preview Page messages turning
Buy additional throughput, engage ad network
Make sure that viral loop works – otherwise money will go into drain.
Use different add network.
How to make users to come back? How to make users to come back?
Saturated social circles. Critical mass.
Good functionality bring users back – tune for user experience! 1-to-1 becomes more important than invites. Use e-mails and messaging. Do not spam – interact by telling only when something happened.
Step 6 (disengagement)
Understand that every channel will degrade over time. Set your expectations right!