open social developers garage
TRANSCRIPT
getting viral nowit’s never too late
siqi chenserious business, inc
alexander lesiqi chen
in the beginning, was awesome
then not so awesome
“... the barrier to going viral on Facebook is exponentially higher ...meaning that exponential growth of the sort seen by the first few dozen apps on Facebook is nearly impossible.”
“... the barrier to going viral on Facebook is exponentially higher ...meaning that exponential growth of the sort seen by the first few dozen apps on Facebook is nearly impossible.”
June 2007
numbers
10,000,000 pages / day
5,000,000 users
700,000 users daily
80,000 new users / day
2 people
10 days (part time)
4 months ago
$0 marketing
adapti. make applications, not widgets
ii. deeply integrate the social graph
iii. innovate on incentives and psychology
iv. refocus on metrics, a:b testing
widgetslive on tiny boxes in profile pages
simple, limited feature set and content
implement trivial interactions
applicationsself contained within canvas pages
are full featured and expansive
implement interesting interactions
friends for sale
profiles of expensive (cute) people
walls, comments, gifts, pokes
newsfeeds, minifeeds, economics
integrating social data
go beyond mass invites -
‘natively embed’ social data -
create new interactions and viral channels
engaging
profiles, rankings, economics
commenting, gifting, poking
surf for cute people
incentives & psychology
social designreciprocation, scarcity, social proof
incentive designgame mechanics, economics, currencies
metrics for virality
for every new user
how many new users do they convert?
> 1.0 is good
virality in depth
for each new user, track:
# of invitations # of notifications # of minifeed stories # of profile clicks
# + other channels
for each channel, track:
% clicked % installed % uninstalled
allocations
you aren’t being punished. you’re being rewarded for a:b testing
fact - new installs jumped by 20% after allocation changes
scalability
Don’t scale until you need to.
unless you’re on Facebook.
scalingbad hardware will kill you
bad hosting will kill you
your database will always kill you
memcached will save you
scalingbad hardware will kill you
bad hosting will kill you
your database will always kill you
memcached will save you
development
ruby on rails yeah, it scales
rfacebookwe don’t use it much, it works okay
cache_fuchris wanstrath’s canonical memcached plugin for rails
magic_multi_connectionswe’re developing a replacement, but this works fine
the end.
questions?