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Wall of Shame Documentation

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The document summarizes the development and failure of an "Evil" Facebook application called the Wall of Shame that was intended to allow users to express hate towards different topics and people. The creators initially thought it could go viral but received negative feedback. They tried optimizing it using customer acquisition and retention strategies but ultimately realized the core concept was unengaging and people had no incentive to use it, so they decided to abandon the project and move on to a new idea.

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The Story of Wall of Shame Presented by Rokas SAlasevicius Gabe Alatorre Jeff Laretto
What We Thought in the Beginning All the applications on Facebook are about loving friends. Lets create an Evil application. The one that is about hating on something. Wall of Shame Great Idea! It will go viral, we will attract so much attention. I am not sure about it, but we can try
What Initial Feedback Did We Get? BJ Fogg I am so NOT impressed by your application Dave McClure This application rocks. Cool concept, great potential for virality Most common answers from online questionnaire I doubt I would use the application I will not invite my friends to use it
The Golden Rule Dont analyze Move on Try it Lets do it!
This Is Our Result Choose a topic Hate on it Tag friends Link to it Make a list of top 5 hated things See popular hate objects
AARRR Basics Acquisition where do users come from? Activation how do you make them happy with your app? Retention do they come back over time? Referral will they tell their friends about it? Revenue can you monetize any of this behavior?
AARRR in Action Acquisition Hey, come and start hating Activation This is your territory, shame and hate on whoever you want Retention Hey check out who is the biggest hating object today! Referral It is more fun to hate on someone together, invite your friends Revenue Advertising
Acquisition and Activation Various channels Mini / news feed Jeff has installed the Wall of Shame are you gonna take the lying down? Mini / news feed Jeff hates Microsoft. Are you gonna respond? Invite friends page Notifications Jeff hates on you. Are you gonna respond?
Activation Appeal lets have fun Browse the list of most popular hate objects Express yourself Hate whoever you want Link to the object online Appeal lets have fun Browse the list of most popular hate objects Express yourself Hate whoever you want Link to the object online
Retention, Referral, Revenue Hey come and check whats new Hate of the day Hate of the week Popular by friends Popular by network Emphasis on the invitation page Message It is more fun to hate on someone together Tagging friends on hate object i.e. my friend hates McKinsey, I tag them to my cause and give strong reason to support Revenue Advertisements
After Two Weeks Our application sucks We have only several hundred users Graphics is terrible Users dont like the concept Too early to give up Time for Turn Around
Our New Graphics The same concept Pictures instead of words This looks so much better
Honestly This is still the same concept Our application is not engaging People have no incentives to invite others Lets ditch it! Lets move on to something else
END of STORY

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Wall of Shame Documentation

  • 1. The Story of Wall of Shame Presented by Rokas SAlasevicius Gabe Alatorre Jeff Laretto
  • 2. What We Thought in the Beginning All the applications on Facebook are about loving friends. Lets create an Evil application. The one that is about hating on something. Wall of Shame Great Idea! It will go viral, we will attract so much attention. I am not sure about it, but we can try
  • 3. What Initial Feedback Did We Get? BJ Fogg I am so NOT impressed by your application Dave McClure This application rocks. Cool concept, great potential for virality Most common answers from online questionnaire I doubt I would use the application I will not invite my friends to use it
  • 4. The Golden Rule Dont analyze Move on Try it Lets do it!
  • 5. This Is Our Result Choose a topic Hate on it Tag friends Link to it Make a list of top 5 hated things See popular hate objects
  • 6. AARRR Basics Acquisition where do users come from? Activation how do you make them happy with your app? Retention do they come back over time? Referral will they tell their friends about it? Revenue can you monetize any of this behavior?
  • 7. AARRR in Action Acquisition Hey, come and start hating Activation This is your territory, shame and hate on whoever you want Retention Hey check out who is the biggest hating object today! Referral It is more fun to hate on someone together, invite your friends Revenue Advertising
  • 8. Acquisition and Activation Various channels Mini / news feed Jeff has installed the Wall of Shame are you gonna take the lying down? Mini / news feed Jeff hates Microsoft. Are you gonna respond? Invite friends page Notifications Jeff hates on you. Are you gonna respond?
  • 9. Activation Appeal lets have fun Browse the list of most popular hate objects Express yourself Hate whoever you want Link to the object online Appeal lets have fun Browse the list of most popular hate objects Express yourself Hate whoever you want Link to the object online
  • 10. Retention, Referral, Revenue Hey come and check whats new Hate of the day Hate of the week Popular by friends Popular by network Emphasis on the invitation page Message It is more fun to hate on someone together Tagging friends on hate object i.e. my friend hates McKinsey, I tag them to my cause and give strong reason to support Revenue Advertisements
  • 11. After Two Weeks Our application sucks We have only several hundred users Graphics is terrible Users dont like the concept Too early to give up Time for Turn Around
  • 12. Our New Graphics The same concept Pictures instead of words This looks so much better
  • 13. Honestly This is still the same concept Our application is not engaging People have no incentives to invite others Lets ditch it! Lets move on to something else