optimizing for virality -- netroots 2016, jim pugh
Post on 17-Jan-2017
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BEST PRACTICES IN DIGITAL ANALYTICS:
Optimizing For ViralityWith Website And
Social Media A/B Testing
OUR STORIES OF SELF
Jim Angelica
WHAT IS VIRALITY?• Often used, poorly understood:
“Make me a viral video!” “There’s a viral campaign happening on Twitter” “Social media goes viral on Capitol Hill”
• Virality measures organic growth, not overall popularity
• Determined by how much your users are sharing with friends
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
100
200
300
400
500
600
Sub-Viral
Time
Users
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
2000400060008000
100001200014000160001800020000
Viral
Time
Users
WHAT IS VIRALITY?
• Virality Ratio – average number of new people each user recruits
• Definition of “viral”: Virality ratio greater than 1 – explosive growth
• Virality ratio less than 1 is sub-viral – growth is limited
VIRALITY EXAMPLES
VIRALITY RATIO
INITIAL USERS (GEN 1)
RECRUITED USERS (GEN 2)
RECRUITED USERS (GEN 3)
USERS AFTER 10
GENERATIONS
0.01 5,000 50 1 5,051
0.1 5,000 500 50 5,556
0.5 5,000 2,500 1,250 9,990
0.9 5,000 4,500 4,050 32,566
1.1 5,000 5,500 6,050 79,687
Action
Invite
Response
Action Rate x Invite Rate x Response Rate = Virality Ratio
THE VIRAL LOOP
• Users take action
• Users invite friends
• Friends respond, become users
• Repeat
IMPROVING VIRALITY• "Ok, I understand what virality is -- but how can I increase
it?"
• Remember: Virality Ratio = Action Rate x Invite Rate x Response Rate
• Improving rate of any step improves virality ratio by same amount
A BRIEF INTRODUCTIONTO A/B TESTING
• Q: You have two ideas for language on a web page – which one do you choose?
• A: Both!
• Steps to run a webpage A/B test:– Create several different versions of the web page– For users coming to page, randomly show one version– Record if visitor takes the action– Calculate conversion rate (average # of actions per
visitors) for each version – highest conversion rate is best
29% increasedconversion rate
WEB PAGE A/B TESTING
+140% share recruitment rate
SOCIAL MEDIA A/B TESTING
STATISTICAL SIGNIFICANCE
VIRALITY OPTIMIZATIONEXAMPLE #1
• New campaign has virality ratio of 0.1 – viral actions increase total action count by 11%
• Virality loop optimizations: Optimize action page -> 20% higher action rate Use optimized share page -> 60% more sharing to friends Test share language -> 35% higher click rate
• New virality ratio: 0.1 x 1.20 x 1.60 x 1.35 = 0.26
• Viral actions increase total action count by 35%
• New campaign has virality ratio of 0.4 – viral actions increase total action count by 67%
• Virality loop optimizations: Optimize action page -> 20% higher conversion rate Use optimized share page -> 60% more sharing to friends Test share language -> 35% higher click rate
• New virality ratio: 0.4 x 1.20 x 1.60 x 1.35 = 1.04
• VIRAL CAMPAIGN
VIRALITY OPTIMIZATIONEXAMPLE #2
CASE STUDYCREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION ACT”
CASE STUDYCREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION ACT”
RESULTS
• The average petition gets less than 2% of names from social sharing
• CREDO received 13% of signatures from social sharing, resulting in 25,000 new names on their list
• How did they do this? CREDO optimized their petition page, used pre-optimized share pages, and optimized their share language asks
CASE STUDYCREDO ACTION PETITION:
“STOP THE MONSANTO PROTECTION ACT”
OPTIMIZED PETITION PAGE
• Multiple rounds of A/B testing have improved the action rate for the petition page where people add their name
OPTIMIZED SHARE PAGE
• CREDO used a pre-optimized ShareProgress share page for the petition to increase the sharing rates for signers
OPTIMIZING SHARE LANGUAGE• CREDO tested share language to turn more shares into viral
actions
• One Facebook language variation performed 63% better that the first version, increasing overall viral actions by 35%
Facebook TitleShares Driving Action / Total
SharesSuccess
RateImprovem
ent
Monsanto shouldn’t be above the law 341/1041
32.8% (±2.9%) --
“One of the most outrageous special interest provisions in years”
322/96233.5%
(±3.0%) 2.2%
Tell the Senate: Repeal the Monsanto Protection Act
458/97247.1%
(±3.1%) 43.8%
Sign the Petition: Repeal the Monsanto Protection Act
555/1037 53.5% (±3.0%) 63.4%
OVERALL RESULTS• Virality loop optimizations:
Optimize action page -> 20% higher conversion rate Plug in ShareProgress share page -> 50% more sharing to
friends Test share language -> 35% higher social conversions
• Result: Virality ratio of 0.135 (13.5% of actions from social sharing)
WHAT WOULD HAVE HAPPENED WITHOUT OPTIMIZATION?
With Optimization:Virality ratio: 0.135
35,000 actions from social25,000 new-to-list
Without Optimization (estimated):Virality Ratio: 0.056
13,000 actions from social – 22,000 fewer9,300 new-to-list – 15,700 fewer
QUESTIONS?
VIRALITY CHALLENGE
• http://www.shareprogress.org/virality-challenge/
• You need to optimize the action page, share page, and social sharing content to make your petition go viral.
• Only one combination of parameter choices will result in a viral campaign!
• Check your statistical significance at http://www.thumbtack.com/labs/abba/.
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