Skip to main content

Design & Learning from Viral Applications FB App lifecycle

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!


Step 2

(validation):

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)
  • Content
  • Dating
  • Games (related to dating, affinity groups)
  • Gifts
  • Self-Expression


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

App turning


Step 4

(Promote!)

Buy additional throughput, engage ad network

Make sure that viral loop works – otherwise money will go into drain.

Use different add network.

Cross-promote apps!


Step 5

(Engagement)

Congratulations!

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!

Comments

Popular posts from this blog

Posting to FaceBook feed using Graph API

Graph API was announced at F8 with a promise to dramatically simplify the FB API. I checked the read access over the new interface during the presentations and to my big surprise it worked flawlessly and from the first time. When I tried https://graph.facebook.com/facebook, JSON-formatted info about the FaceBook page was returned (as expected).
Then I tried OAuth 2.0 way of accessing the API to post a message to the feed. And to my even bigger surprise it worked too!
Here is what you need to do to access Graph API over OAuth: 1. Create a FB app, store app properties to a file:
$appkey='7925873fbfb5347e571744515a9d2804'; $appsecret='THE SECRET'; $canvas='http://apps.facebook.com/graphapi/'; 2. Create a page that will prompt user the access permission (I am prompting for the publish_stream and offline_access permissions at the same time)
//http://apps.facebook.com/graphapi/ require'settings.php';
$url="https://graph.facebook.com/oauth/authorize?"; $url.=…

Respect Coin

Respect I think it's time to talk about currency. Let's create a Respect Coin.
Step 1. Install OpenZeppelin library npm install zeppelin-solidity
When it comes to coins, I like to use some functions that smart people already implemented and other smart people verified. I think that Zeppelin is a nice collection of Solidity contracts that can be trusted. Let's use the StandardToken contract and use it as a parent class for our own RespectCoin contract.
Step 2. Create RespectCoin contract and store it in "contracts/RespectCoin.sol" file pragma solidity ^0.4.4; import "../node_modules/zeppelin-solidity/contracts/token/StandardToken.sol"; /** * @title RespectCoin * @dev ERC20 Token example, where all tokens are pre-assigned to th e creator. * Note they can later distribute these tokens as they wish using `transfer` and other * `StandardToken` functions. */ contract RespectCoin is StandardToken { string public constant name = "RespectCoin&quo…

"Hello World" from Solidity

How to say "Hello World" in the era of blockchain? Reflections Once upon a time, I worked in CTO role of a great startup, and in order to find talented code developers, we ran a competition for the most creative "Hello World" application. It was a lot of fun! I was not able to participate in the competition back then, but here is my delayed entry.

Step 1. Environment Configuration# Installing Truffle framework (http://truffleframework.com/) $ sudo npm install -g truffle# Creating project $ mkdir solidity-experiments $ cd solidity-experiments/ $ truffle init# Installing and starting Etherium local test network $ sudo npm install -g ethereumjs-testrpc $ testrpc &
Step 2. Point truffle framework to the test network Update truffle.js file created by the init to point to your test network. File content should look like this:
module.exports = { networks: { development: { host: "localhost", port: 8545, network_id: "*" // Match any netwo…