Emergence:Get with it...

...or fade away...

Dan Keldsen - Co-founder @

But First... What is Emergence to YOU?

Do you make it easy for...CustomersEmployeesPartnersPress

To plug in - and spread the word?

Are you giving people food for thought?

Disgusting food?Meat for vegans?Cows for hindus?

Tasty food?

You won’t GET feedback, unless

you PROVIDE feedback

MECHANISMS...

Cream rises to the top, automagically,but how can YOU

improve the odds that your creamy meme will grow?

Luck is not a strategy

Stack the deck

The meme just might be YOU...

After all...

Loops & Emergence

Source: www.gapingvoid.com/0804enrich.jpg

OODA loopObserveOrientDecide

Act

Source: www.thefabricator.com (graphic)Col. John "40 second" Boyd, USAF (model)

Wiki Adoption Loop

From “Organisational Wiki Adoption” by Mike Cannon-Brookes (Atlassian) @ http://www.slideshare.net/mcannonbrookes/organisational-wiki-adoption/

The Knowledge Chain

Source: Carl Frappaolo, “Exec Express Knowledge Management,” Capstone, 2006

External Internal

Responsiveness

Awareness

Real flow...Analysis by RockYou!

(makers of SuperWall and other apps for Facebook, MySpace, etc.)

Metrics for viral loop

UserCall to action to

invite friendsx = invited friends

Accept?

No

Yes

y% = accept rate

x * y > 1 gives you viral growth!

Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

Typical viral numbers

Install flow

–x = 5 (friends invited on average)

–y = 22% (acceptance rate for invites)

–Viral factor = 5 * 0.22 = 1.1 VIRAL!!!

Engagement flow

–x = 20 (friends invited on average)

–y = 6% (acceptance rate for invites)

–Viral factor = 20 * 0.06 = 1.2 VIRAL!!!

Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

Use multiple flows and channels

Install flow–x = 5 –y = 10%–Viral factor = 5 * 0.1 = 0.5

Engagement flow, invite channel–x = 3 (invites)–y = 10% (acceptance rate for invites)–Viral factor = 3 * 0.1 = 0.3

Engagement flow, notification channel–x = 6 (notifications)–y = 5% (acceptance rate for notifications)–Viral factor = 6 * 0.05 = 0.3

0.5 + 0.3 + 0.3 = 1.1VIRAL!!!

Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

Supplement with Ads

Install flow–x = 5 –y = 10%–Viral factor = 5 * 0.1 = 0.5

Engagement flow, invite channel–x = 3 (invites)–y = 10% (acceptance rate for invites)

–Viral factor = 3 * 0.1 = 0.3

0.5 + 0.3 = 0.8NO GROWTH

Paid ad for 30% additional flowGrowth factor = 0.3

0.5 + 0.3 + 0.3 = 1.1GROWING!!!

Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

It’s total chaos!

Magnification of Small Effects

Malcolm Gladwell

Connectors, mavens, salesmen

Lorenz’ Butterfly

Welcome back to the 60s and 90s!

Start ShareabilityShow Signs

WordPress › Add to Any Share/Save/Bookmark Button « WordPress Plugins

Create connections(Hint: Keywords for multiple audiences)

SnapShot ofjohnmccain.com (rank #56,772),

barackobama.com (#842) - Compete

Don’t underestimate the power of the Dark Side... er, of recommendations...

YouTube provided 500% online video penetration for Google

Worth the price?Why was YouTube so much more successful?

The Rise and FallThere goes MySpace...

Why has Facebook taken off?And why is MySpace falling down?

TwitterRipe for Experimentation

Tweeting Through the Ranks and Followers | O2S Media

TwitterCounter StatsTop 10 Leaderboard

Magic of

multiplication

Mmm...Power Laws

Show Me The Social!

Blip the Blip

Show the Badge

Make it visible

Reward the Rewarders(Double the Reward)

Make it easy to grow the network

And... easy to REMOVE...

4,355

5,566

5,917

9,423

Slideshare Sharing

Feedback for Friendly Folks

Uservoice.com(one of several choices for hosted feedback)

The (Social) Network Effect

LinkedIn - My First Few MonthsMarch 2004

A Year Later

5 Years Later

My LinkedIn network as of:March 16, 2009

The Power of a Retweet(twitip.com)

Retweet Influence = Tunkrank

Source: The Noisy Channel (Daniel Tunkelang - Endeca)

Pagerank for Twitter(I’ll take his word for it!)

Tunkrank.com

Ego booster

For the geeksTo spread the meme

Ret

wee

tran

k.co

m

Power of Network to Give?

Mike Volpe of HubSpot(@mvolpe)

Dan Keldsen(@dankeldsen)

From GamingiPhone Apps/Games

iDracula - iPhone App

No leaderboard - how do I compare?

Zombie Attack! - iPhone App

Leaderboard *AND* My Top Ten

Wrapping up

Are you, your site and your content...Magnetic?

Is your site engaging?Or purely...

Make engagement stronger by giving users the tools to MAKE CHANGE

HAPPEN

If you DO NOT support emergence inside and outside your company...

You’re doing it wrong

Does Feedback Make an Impact?

Negative Feedback Works Too!

What do YOU think?

Does Emergence still mean the same thing to you?

Incredibly useful reading

Let’s Discuss...Dan Keldsen

Co-founder @ Information Architected, Inc.

dk<at>InformationArchitected<dot>comwww.BizTechTalk.com

www.linkedin.com/in/dankeldsentwitter.com/dankeldsen

DOWNLOAD/VIEW AT:www.slideshare.net/

dan.keldsen/