Yael Elish - Using the Fun & Cool Factor to Accelerate Viral Growth
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Waze uses fun and cool factors as powerful engines for viral growth. It motivates word-of-mouth sharing by being useful, cool, and fun like Angry Birds. Contests increased user activity on Waze, with addiction reports finding heavy players ate more virtual "road goodies" and drove more, tripling new users and doubling concurrent drivers. The fun social aspects of Waze increase stickiness and engagement.
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Yael Elish - Using the Fun & Cool Factor to Accelerate Viral Growth
- 1. 3/17/2011 Waze Viral Growth COOL & FUN FACTORS AS POWERFUL VIRAL GROWTH ENGINES Yael Elish VP Product Marketing Driving is fun again! Defining Viral Word-Of-Mouth Motivators Narrow: Cant be used without inviting others COOL FUN USEFUL Broader: Strong motivation to tell others Angry Birds Tom the cat Bump Tap DJ The common factor: Scales fast @ 0$ marketing 1
- 2. 3/17/2011 Key Value: Avoid Traffic USING THE FUN FACTOR TO ACCELERATE VIRAL GROWTH & MAINTAIN THE MAP FRESH @ WAZE Real-Time Traffic. By Drivers For Drivers Commuting Groups Focused / relevant reports, and carpool buddies ~ 5000 groups ~ 60% commuting 15 users in group 2
- 3. 3/17/2011 The Challenges Active Building and Updating Different Stages of Map Building The Solution: Meet The Road Muncher Israel US France Other Road grid Road grid Road grid Nothing Road names Road names House numbers House numbers Driving direction Turn restrictions Traffic 3
- 4. 3/17/2011 Road Munching Validating directions and turns Contests Points & Rank Smartphone Faceoff France! Which smartphone is the strongest This contest was run in collaboration with the top big blogs of the 3 big smartphones 4
- 5. 3/17/2011 Contest Effects on User Activity Addiction Reports 40% Play 35% Played heavily Heavy players ate on average 10.5 goodies KM driven increased by 125% Daily new users tripled Concurrent drivers doubled Viral Results 50% come from friends 50% of those came because friends told them Social Aspects Increase its fun. Stickiness and Engagement 5
- 6. 3/17/2011 Driving Moods Facebook Integration Ping a wazer Viral Acceleration Playing in the Waze World Cup. Just munched a waze 'football' road goodie worth 3 points using @waze - Social GPS 6
- 7. 3/17/2011 Branded Road Goodie Hunt The Fun Factor and Brands 7