1. G ROW Y OUR G AME L IKE A V IRUS : The Viral Coefficient Revealed.

2. THE SEARCH FOR A HIT GAME

5. Y EAH B ABY !! From 0… …to 2.4 Million in 30 days.

6. G OALS FOR T ODAY Overview of Viral Growth. Breakdown of Viral Growth Calculation into its key elements. Real world examples using real data. Question and answers.

7. W HAT IS V IRAL G ROWTH ? The Viral Coefficient measures the net total number of new users to your game in a specific time period. 100 New Users

8. W HAT IS V IRAL G ROWTH ? The Viral Coefficient measures the net total number of new users to your game in a specific time period. Over a 24 hour period these 100 people cause 125 additional new users to join your game. 24 hour time period. 100 New Users

9. W HAT IS V IRAL G ROWTH ? The Viral Coefficient measures the net total number of new users to your game in a specific time period. Over a 24 hour period these 100 people cause 125 additional new users to join your game. 24 hour time period. 125 New Users 100 New Users

10. W HAT IS V IRAL G ROWTH ? The Viral Coefficient measures the net total number of new users to your game in a specific time period. Over a 24 hour period these 100 people cause 125 additional new users to join your game. 24 hour time period. 125 New Users 100 New Users

11. W HAT IS V IRAL G ROWTH ? The Viral Coefficient measures the net total number of new users to your game in a specific time period. Over a 24 hour period these 100 people cause 125 additional new users to join your game. 24 hour time period. 125 New Users 100 New Users 1.25 The Viral Coefficient

12. T HE P OWER OF A +1 V IRAL C OEFFICIENT.

13. T HE P AIN OF A < 1 V IRAL C OEFFICIENT

14. T HE B AD N EWS AND THE G OOD N EWS. Bad News. A sustainable +1 Viral Coefficient is extremely, extremely rare. Good News Any improvement in your viral coefficient can help you grow and reduce your customer acquisition costs.

15. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3

16. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = Start With: 100 new users

17. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = Start With: 100 new users 50% of users send Invention to friends.

18. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V 2 then is 500. = Start With: 100 new users

19. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations. Our V 2 then is 500. = Start With: 100 new users 50% of users send Invention to friends. These 50 users send out each an average of 10 invites. (50x10=500)

20. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V 2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25% = Start With: 100 new users

21. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V 2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25% = Start With: 100 new users 50% of users send Invention to friends. These 50 users send out each an average of 10 invites. (50x10=500) 500 Invites 125 (25%)

22. E XPANDING THE V IRAL C OEFFICIENT V k = V 1 x V 2 x V 3 50 users send out invitations to their friends. Our V 1 then = 50% = These 50 users each send out an average of 10 invitations for a total of 500 new invitations.. Our V 2 is 10. = Of the 500 invitations that get sent out, 125 people respond giving us a V3 of 25% = Start With: 100 new users (V 1 ) 50% x (V 2 ) 10 x (V 3 ) 25% = 1.25 = Finish With: 125 new users The Viral Coefficient

23. W HY M EASURE ? V k = V 1 x V 2 x V 3 Allows us to test and improve sharing points within our games. Really good measure of a users first impression. = Find out how much do they love your game. How broad of an audience does it reach? = Improve the marketing message to make people more willing to respond to requests. = Start With: 100 new users (V 1 ) 50% x (V 2 ) 10 x (V 3 ) 25% = 1.25 = Finish With: 125 new users The Viral Coefficient

24. POP QUIZ Which is the most important metric? V1, V2, or V3?

25. POP QUIZ Which is the most important metric? V1, V2, or V3? Answer = V2 = Potency. Facebook neutered viral growth by limiting v2 to a set # of users per day.

26. REAL WORLD EXAMPLE. Real stats for Willy’s Sweet Shop:

27. REAL WORLD EXAMPLE V1 A/B TEST Problem: On July 30 th, something happened on the Facebook platform that seriously whacked our V1.

28. REAL WORLD EXAMPLE. Real stats for Willy’s Sweet Shop:

29. REAL WORLD EXAMPLE V1 A/B TEST Problem: On July 30 th, something happened on the Facebook platform that seriously whacked our V1. Solution: Create new landing page for first time users and create a/b split test to optomize.

30. REAL WORLD EXAMPLE V1 A/B TEST V1 = 23%

31. REAL WORLD EXAMPLE V1 A/B TEST V1 = 35%

32. REAL WORLD EXAMPLE V1 A/B TEST We were able to get our V1 back up to almost where it was…

33. IMPROVING CATCHABILITY OF V3: Version A

34. IMPROVING CATCHABILITY OF V3 Version B

35. REAL WORLD EXAMPLE. Our Gardenhood game on Facebook, has reached over 1 Million users in its first few months.

36. REAL VIRAL #’S FROM GARDENHOOD. Viral Statisitcs for Gardenhood Date VV1V1%V2V2TV3%V3 Viral Coefficient # of new users # who sent requests % who sent requests # of requests per user Total requests % of responses # of responses # of responses feeds # of responses feeds_fs # of responses feeds_lvl # of responses feeds_s # of respon ses profile 7/3/09519398819.039.97985313.91%13713155286880.34 7/4/09487996819.8410.371003713.07%13123576236580.34 7/5/095384109420.329.941087313.17%143235873121670.35 7/6/096274118618.99.411115515.10%1684551003201070.35 7/7/096052111618.4410.061122214.09%158146673048110.33 7/8/09530797318.339.92965313.49%13023542170470.29 7/9/095711111519.529.571067213.71%146335672888160.33 7/10/095581107019.179.01964314.39%1388408024211130.32 7/11/095976120320.139.191105014.81%163641942951380.35 7/12/095843115919.849.111055314.56%153736532521280.32 7/13/096308118118.729.281096314.55%159547982871150.32 7/14/096166113118.348.931010314.65%1480456924412 0.3 7/15/095592102918.49.24950413.55%12882696188870.29 7/16/09526394017.868.72820114.43%118324582471240.29 7/17/095972120520.188.641041015.33%15962265244770.33 7/18/097206156121.669.341458014.01%2042402403241170.37 7/19/097250151120.849.321407715.30%2154383232881040.39 7/20/097794160520.599.551533514.70%2255403533431660.42 7/21/098001156619.579.031414817.97%25434339936012100.44 7/22/097948156819.739.441479516.19%2395704023081170.42 7/23/098042155719.369.271443916.97%2450373883172450.43

37. NEW FEATURE TO INCREASE V3 DRIVEN BY NEW V2 CHANNEL.

38. When users take photos of their garden it goes in their stream where their friends can see it too. We measure response to this click and it counts toward V3.

39. REAL VIRAL #’S FROM GARDENHOOD. Viral Statisitcs for Gardenhood Date VV1V1%V2V2TV3%V3 Viral Coefficient # of new users # who sent requests % who sent requests # of requests per user Total requests % of responses # of responses # of responses feeds # of responses feeds_fs # of responses feeds_lvl # of responses feeds_s # of respon ses profile 7/3/09519398819.039.97985313.91%13713155286880.34 7/4/09487996819.8410.371003713.07%13123576236580.34 7/5/095384109420.329.941087313.17%143235873121670.35 7/6/096274118618.99.411115515.10%1684551003201070.35 7/7/096052111618.4410.061122214.09%158146673048110.33 7/8/09530797318.339.92965313.49%13023542170470.29 7/9/095711111519.529.571067213.71%146335672888160.33 7/10/095581107019.179.01964314.39%1388408024211130.32 7/11/095976120320.139.191105014.81%163641942951380.35 7/12/095843115919.849.111055314.56%153736532521280.32 7/13/096308118118.729.281096314.55%159547982871150.32 7/14/096166113118.348.931010314.65%1480456924412 0.3 7/15/095592102918.49.24950413.55%12882696188870.29 7/16/09526394017.868.72820114.43%118324582471240.29 7/17/095972120520.188.641041015.33%15962265244770.33 7/18/097206156121.669.341458014.01%2042402403241170.37 7/19/097250151120.849.321407715.30%2154383232881040.39 7/20/097794160520.599.551533514.70%2255403533431660.42 7/21/098001156619.579.031414817.97%25434339936012100.44 7/22/097948156819.739.441479516.19%2395704023081170.42 7/23/098042155719.369.271443916.97%2450373883172450.43 Adding additional v2 channel, increased V3 response rate, increase our V and results in average gain of 1,000 new users per day.

40. FINAL THOUGHTS ON VIRAL MEASUREMENT. Viral coefficient fluctuates over time. Strongly influenced by outside environment. (eg. Facebook platform changes) Still need good product for sustainable viral growth and repeat usage. Measuring viral stats at least gives you better insight into what’s working and what’s not working.

41. QUESTIONS? Please Friend me:http://www.Facebook.com/southofspainhttp://www.Facebook.com/southofspain Email me: mwitz@mobscience.com mwitz@mobscience.com PS. We are hiring! Especially Flash Developers!! But also creative design, artists, php engineers, and product managers.