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!
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