groupme, smash summit presentation
DESCRIPTION
Steve Cheney, GroupMe, SMASH summit PresentationTRANSCRIPT
1
Customer Acquisition via Group Mechanics
Steve Cheney
2
Private Groups & GroupMe:
• Single Player Mode vs Groups• Privacy & Reverse Network Effects• “Unregistered” Unlogged in User?• Incredible Retention & Engagement• Downstream User Effects from Brands
3
Real Life Groups of Friends
LollapaloozaFriends
CollegeBuddies
Ex-Coworkers
NYCPals
4
Private Group ConversationsGroupMe facilitates immediate & real-time conversations
across technological & geographic boundaries
Group Invitee SMS
From: (720) 399-5413
You've been added to a group named Taylor Swift with Sally. Reply to chat!
Sally: Hey girls! Check out this Taylor app! And we can all chat using this group.
Katy: On my way! Btw, love her app – listening to all her songs!
Jackie: Yes! So pretty! Katy, wanna come over to my place to watch? I just got home.
Jess: Amazing! Are you watching her at the VMA’s right now?
From: (720) 399-5413
You've been added
5
Public Network Virality!
6
Private Network Virality?• Privacy (and relevancy) affects sharing and your viral coefficient
• Small private groups have higher relevancy, more authenticity, but less external sharing
• You can still build a sustainable business with a viral coefficient of less than 1 if you have high retention.
7
Retention and Engagement
Fred Wilson: 30/10/10
8
Humans Get Together in Small Groups… Online… and Offline
5
8 <10
9
We’re Heavily Influenced by the People Around Us
10
Influence in GroupsDie-hard fans and evangelists bring their
friends into a conversation
Inner Circle: Die-Hard NFL Fans & Game Attendees
Outer Circle: Casual NFL Fans
Fans on GroupMe
11
Friends Extend Trust to Brands
Your Brand
GroupMe Model
12
GroupMe Engagement Loop
Receive message
Action Send Message
Broadcasted message
User generated message
Brand generated messages
User generated messages
Initial Engagement Convert to Action Virality Loop
Brand Engagement in Small Groups Works!
13
Don’t Conflate Retention w/ Engagement
-33
-31
-29
-27
-25
-23
-21
-19
-17
-15
-13
-11 -9 -7 -5 -3 -1 1 3 5 7 9 11 13 15 17 19 21
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Hours Since Broadcast
% Groups Active*
Over 25% groups active during show broadcast
14
Humans are Social
• Think about group “engagement modes” on your service
• Cater to, not against, social conformity and group psychology
• Groups can be used to positively impact your viral cycle times, engagement and retention
Your App
15
Thank You