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VIRAL GROWTH
Nice, July 20, 2015
Andreas Ehn <ehn@a8n.se>
Twitter: @ehn
Sign up Share
Sign up Share
See
Desire
to share
Sign up Share
See
Desire
to share
On-ramp
Sign up Share
See
Desire
to share
On-ramp
Branching
factor
“Given that I get a new customer today, how many
new customers will they bring in over the next p days?”
Viral factor K = ...
K = 0.5
1 + 0.5 + 0.25 + 0.125 + … = 2
{
p
K = 1.1
1 + 1.1 + 1.21 + 1.331 + … = ∞
U(t) =U(0)⋅
K
t
p
+1
−1
K −1
K = I ⋅C
0 5 10 15 20
0
50
100
150
200
K = 1.2
K = 1.1
K = 0.5
0 5 10 15 20
0
100
200
300
400
500
p = 0.5
p = 1
p = 2
Maximize viral factor K = IC
Maximize no of invites I
Maximize conversion rate C
Minimize cycle time p
Win – win – win
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to redeem
Give
gift card
Receive
gift card
See
birthday
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to redeem
Give
gift card
Receive
gift card
(expires in
30 days)
See
birthday
Featured
by retailers
Every day is
so...
• Have content/product people want to share
• Make it easy to invite a lot of friends
• Make it easy and desirable to act ...
THANK YOU
Andreas Ehn <ehn@a8n.se>
Twitter: @ehn
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
Viral growth – presentation at European Innovation Academy 2015
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Viral growth – presentation at European Innovation Academy 2015

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Viral growth: universal concepts as well as specific examples from Wrapp (first major product iteration)

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Viral growth – presentation at European Innovation Academy 2015

  1. 1. VIRAL GROWTH Nice, July 20, 2015 Andreas Ehn <ehn@a8n.se> Twitter: @ehn
  2. 2. Sign up Share
  3. 3. Sign up Share See Desire to share
  4. 4. Sign up Share See Desire to share On-ramp
  5. 5. Sign up Share See Desire to share On-ramp Branching factor
  6. 6. “Given that I get a new customer today, how many new customers will they bring in over the next p days?” Viral factor K = I・C Cycle time p
  7. 7. K = 0.5 1 + 0.5 + 0.25 + 0.125 + … = 2 { p
  8. 8. K = 1.1 1 + 1.1 + 1.21 + 1.331 + … = ∞
  9. 9. U(t) =U(0)⋅ K t p +1 −1 K −1 K = I ⋅C
  10. 10. 0 5 10 15 20 0 50 100 150 200 K = 1.2 K = 1.1 K = 0.5
  11. 11. 0 5 10 15 20 0 100 200 300 400 500 p = 0.5 p = 1 p = 2
  12. 12. Maximize viral factor K = IC Maximize no of invites I Maximize conversion rate C Minimize cycle time p
  13. 13. Win – win – win
  14. 14. Sign up to redeem Give gift card Receive gift card See birthday
  15. 15. Sign up to redeem Give gift card Receive gift card (expires in 30 days) See birthday Featured by retailers Every day is someone’s birthday
  16. 16. • Have content/product people want to share • Make it easy to invite a lot of friends • Make it easy and desirable to act on invites • Make it easy and fast to sign up and start inviting more users • Measure everything, iterate fast
  17. 17. THANK YOU Andreas Ehn <ehn@a8n.se> Twitter: @ehn

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