Panelists: Jia Shen (Rock you), Dave McLure, Keith (Growing Gift), Mark Kantor
Moderator: Susan Wu (Charles River)
Points made so far:
- Virality is: Conversion rate which gets 1 user to invite x. where ideally x>10, but definitely should be > 1
- Popular idea today: Send a message.. don’t tell them what it is. Or have a gift, get them to click before they can see it.. or make them wait a few days.
- Viralness is different from stickiness.
- Active users include app additions. Track how many are returning users vs new users
- You can wait to reach out to users who have added the app after rolling out the app
- Focus on your active suers. Active -> initial installs and invites following that. Passive -> ocassional users
- Ease of development allows you to take a chance.. many developers
- Missing features: Discovery of apps. Best way to do that is to see my friend using the app
- Get yourself on the minified
- Get them to send targeted invites, not just random invites
- Analytics: You get to track from beginning to know what to fix.. notifications, clicks, invites, engagement.
- First 10, 20 clicks are most important in understanding if the app will grow
- Then try out A/B testing. Do Mathematical modeling. Multi variant testing. Grab demographic data and then see which ones do what. Per install, per click what happens
- Dave rants again about Acquisition, Retention, Monetization
- Humor: Susan said.. is developing facebook apps is like investing in Chinese stock market J . Dave: Big market, opportunities
- Graphics in feed. Call for action in the profile
- Copy the techniques from slide/rockyou
- Use fbnames in the actual message..
- Any interactions with multi user .. fan out effect.. feed prioritization
- Invite optimization: in new system. It is harder to track, can send 20 (average invite per user= 14). User has to pick. Dave says that’s hurting developers.. not sure why facebook is limiting. Keith: fb raised the bar that user has to be passionate abt app now.. because they got to select each user. Dave: danger.. fb users might be getting tired of spamminess, hence the move. Fb profiles are beginning to look like mysoace profiles.. –ve effect
- Jia: invite rates are tailoring down.. User profile is their social capital. In the beginning, it was converting crazy. Last 3 months, things have been same
- Mark (kickflip): Strive towards 100% acceptance, hide the message, no single sign on experience, so they have to add the app
- Major stats attention: what do they care about
a. Mark: small apps, so focus on growth. Daily/weekly Time on canvas page is good metric for ad monetization
b. Keith: active users/day. engaging, what animals popping out of eggs..
c. Dave: over emphasize on metrics.. cpa might be better than impressions on facebook
d. Jia: Numbers are bragging right. Actual stats which you care about are different.
e. Susan: engagement metrics should be different for different apps.
f. Jia: Uninstall rates: 10-20% uninstall rates.
- Top things to take care about: Notifications, profiles are better for growth for new apps.. feed still up in the air. Optimizing notification to friends. Make invite personal. Notification should call for action. Channels: invite, mini feed, name of app, profile action (default profile action.. what other users see when browsing). . use sexiness
- Kiss me, dodge me: new apps by Stanford Dave’s class
- Spam tune. Never send more than 1 notification per user per day. Wait to unblock. Notifications sit for ever..
- Audience: primarily
N. America, . Facebook just announced they are localizing UK
- Analytics tools used: Google analytics, page tagging. Otherwise custom sql statements, log watch. Dave: Google anaytics.. introduced log events for rich media
- Other SN: Reprioritize based on developments
- Team structure
- Mark: 5 full, 2 partime, 1 business, 1 ad
- Jia: 20 ppl, 5 business
- Dave: 25 teams of 3
- Keith: 2 full, 3 partime, 2 developers.
- Focus on creative side of apps. If you are not equally excited, that’s too bad.