Thursday afternoon I attended another marketing workshop, this time at TechHub, to learn about
“Viral Marketing, Retention & Social Engagement”
and to find out more about other members at TechHub. A guy called Toby Beresford, founder of Pailz.com, introduced his “Petal Model of Social Engagement”, “a simple way to break down the various application loops you need for success today”. I must add that the model is easiest applied to tech-products (most obvious are apps/games and communities).
It is about the four “viral loops” – once a person has DISCOVERED your product (the most important part actually, to raise awareness, or you can forget about the loops..) There is an active/direct loop (ex: friends can recommend your product to friends) an inactive/passive (I can see what friends are up to, ex: user profiles and leaderboards), a positive loop (what do I get if I come back every day? ex: perks, or you have a chore, like feeding your pet), negative loop (what is my immediate cost if I don’t come back? ex: your pet will die…) You need to make sure something is happening in all of these loops, that’s when you can become the most successful, according to Toby. A fun quoute: The “Share button” is so last year! “You need profiles and leaderboards in all of these loops!” An important issue we discussed were WHY should the customer recommend it to someone else – you need to be clear about the upsides and the perks…
There were many interesting participants in the work-shops, all tech start-ups. I’m the only one launching something physical, haha, so I always want to emphasize that apart from a board game we are launching apps, too… =) One was FoodNation, who is launching an app about discovering local food in the UK. A more career-focused “linked-in” style community is ViewsOnYou, a site where you review yourself and friends review you; all on the key traits employers look for. This way, matching becomes easier, and filtering for employers is possible. I would just be a bit scared to join, what if your views on yourself are completely different from what others think? What does that say about you?
A brand new cool community website is ColourDNA, “which helps you discover new things to enjoy in life from people like you.” “We connect you with the things you love, in the places you love and with people who love them too.” It’s called “Social Discovery”, and the point is that you can find great things beyond your friend’s network… I’m trying it out now, looks cool! Could it be the next big community?
Last picture of the day – a normal late evening at TechHub…