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(The image to the left is from a Nancy Duarte presentation on the emotional path people travel down during great presentations)
I was having drinks last evening with a startup that had a very innovative model, but was facing a familiar problem - user acquisition. They wanted to engage users deeply and have each user spread their service to friends like wildfire.
Our resulting discussion meandered around the success of foursquare, turntable, and social games. From there, we started discussing the measurement of how viruses spread - the conversation quickly turned to an almost indecipherable discussion of K-Factors, Net Promoter Scores and seed audiences. I tried to turn that conversation into a useable reference below:
What is a K-Factor?
The concept of a K-Factor is the most important one when it comes to user acquisition, it comes from the study of Virology (infectious diseases) and is a measure of how many new organisms a single host will infect, while that host remains infected itself. A K-Factor of 1 means that the infected group will persist at exactly the same size over time (every infected organism infects one more organism before developing an immunity for itself).
Therefore, having a K-Factor of >1 means that the infection is now capable of "going viral." When introduced to a seed audience, the infection will grow over time to the broader population (until it saturates the available population and starts being starved out of new hosts).
As unpleasant as it is to compare Marketing to infectious diseases, there are some lessons we can learn from Virology. At it's core, Marketing is really an effort to spread an idea or activity to a larger population; so we can use K-Factors (also known as a Viral Coefficients) to measure how quickly our efforts will spread through a target audience.
Master the K-Factor
I could write about all the tactics discovered in the early days of the Facebook Platform when everyone from RockYou to Slide and from Stanford to Involver was trying to crack the code, but there's already quite a lot written about it, so instead I've given you my suggested reading/watching list:
My introduction to this effort came from listening to Jia Shen from RockYou talk about how they managed their business - this included how they built, tested, launched, tweaked, and then scaled very large simple social games. I was able to track down a good video of Jia giving this presentation in 2007 (Nick, thanks for posting this).
If you're interested in understanding and improving your viral growth, read The Four Viral App Objectives written in 2008 by Yee Lee. Then try some classics from Andrew Chen, Eston Bond, and also read this analysis of Farmville. Then, read the book Viral Loop, for some success stories.
How can I make it simpler?
Here's a heuristic that I think generally works well for guiding experience design towards more viral outcomes.
Assume that every application can be rated by two factors:
Your job in designing an experience is to create enough motivation in the average user that they sail through any barriers placed in their way. You can do this by increasing the stakes and motivating your users more, or by decreasing the barriers and making it easier for them.
Every increase past this threshold makes users exponentially more likely to share your app; either organically or because you've asked them to.
Simply put, if your average user is very motivated and the barriers to using your app are comparably small, you are likely to have a much easier time acquiring users than most.
If you look at all virally built audiences, from riots and revolutions to simple Facebook apps, I think the idea that motivation will always significantly trump barriers will hold true. The faster an audience spreads, the wider the gap is between motivation and barriers, and the higher the K-Factor.
However - if these apps are not providing true utility to users (or a reason to come back), then the average user doesn't last very long, and you end up quickly reaching your desired audience, but not being able to get them to interact, engage deeply, or return in the future.
The more utility your app is providing and the more commitment it's asking for from the user, the more motivated a user is going to have to be to engage with it and (therefore) the harder you'll have to work to acquire users. However, the more utility you provide, the easier engagement and re-engagement will become.
Here are some other fantastic posts on this topic:
Finally, yes - it's been months since I've posted here, and I apologize for that.
I left Involver about 90 days ago to work on a stealth startup with some friends and, to understate the matter, this has had a bit of an impact on my schedule. I love my work, but my blogging has fallen by the wayside.
I'm still not ready to discuss the details of my new venture, but at some point relatively soon, I plan to share both what I'm working on now, as well as stories and lessons from my time at Involver.
In case your curious, Involver hasn't slowed at all and has already accomplished many amazing things since my departure (passing half a million customers, launching a japanese venture,presenting at Dreamforce and making impressive additions to their leadership team). I'm supremely proud of the time I spent there and the team that continues working there.
Why mega-eruptions like the ones that covered North America in ash are the least of your worries.
- The supervolcano under Yellowstone produced three massive eruptions over the past few million years.
- Each eruption covered much of what is now the western United States in an ash layer several feet deep.
- The last eruption was 640,000 years ago, but that doesn't mean the next eruption is overdue.
The end of the world as we know it
Panoramic view of Yellowstone National Park
Image: Heinrich Berann for the National Park Service – public domain
Of the many freak ways to shuffle off this mortal coil – lightning strikes, shark bites, falling pianos – here's one you can safely scratch off your worry list: an outbreak of the Yellowstone supervolcano.
As the map below shows, previous eruptions at Yellowstone were so massive that the ash fall covered most of what is now the western United States. A similar event today would not only claim countless lives directly, but also create enough subsidiary disruption to kill off global civilisation as we know it. A relatively recent eruption of the Toba supervolcano in Indonesia may have come close to killing off the human species (see further below).
However, just because a scenario is grim does not mean that it is likely (insert topical political joke here). In this case, the doom mongers claiming an eruption is 'overdue' are wrong. Yellowstone is not a library book or an oil change. Just because the previous mega-eruption happened long ago doesn't mean the next one is imminent.
Ash beds of North America
Ash beds deposited by major volcanic eruptions in North America.
Image: USGS – public domain
This map shows the location of the Yellowstone plateau and the ash beds deposited by its three most recent major outbreaks, plus two other eruptions – one similarly massive, the other the most recent one in North America.
The Huckleberry Ridge eruption occurred 2.1 million years ago. It ejected 2,450 km3 (588 cubic miles) of material, making it the largest known eruption in Yellowstone's history and in fact the largest eruption in North America in the past few million years.
This is the oldest of the three most recent caldera-forming eruptions of the Yellowstone hotspot. It created the Island Park Caldera, which lies partially in Yellowstone National Park, Wyoming and westward into Idaho. Ash from this eruption covered an area from southern California to North Dakota, and southern Idaho to northern Texas.
About 1.3 million years ago, the Mesa Falls eruption ejected 280 km3 (67 cubic miles) of material and created the Henry's Fork Caldera, located in Idaho, west of Yellowstone.
It was the smallest of the three major Yellowstone eruptions, both in terms of material ejected and area covered: 'only' most of present-day Wyoming, Colorado, Kansas and Nebraska, and about half of South Dakota.
The Lava Creek eruption was the most recent major eruption of Yellowstone: about 640,000 years ago. It was the second-largest eruption in North America in the past few million years, creating the Yellowstone Caldera.
It ejected only about 1,000 km3 (240 cubic miles) of material, i.e. less than half of the Huckleberry Ridge eruption. However, its debris is spread out over a significantly wider area: basically, Huckleberry Ridge plus larger slices of both Canada and Mexico, plus most of Texas, Louisiana, Arkansas, and Missouri.
This eruption occurred about 760,000 years ago. It was centered on southern California, where it created the Long Valley Caldera, and spewed out 580 km3 (139 cubic miles) of material. This makes it North America's third-largest eruption of the past few million years.
The material ejected by this eruption is known as the Bishop ash bed, and covers the central and western parts of the Lava Creek ash bed.
Mount St Helens
The eruption of Mount St Helens in 1980 was the deadliest and most destructive volcanic event in U.S. history: it created a mile-wide crater, killed 57 people and created economic damage in the neighborhood of $1 billion.
Yet by Yellowstone standards, it was tiny: Mount St Helens only ejected 0.25 km3 (0.06 cubic miles) of material, most of the ash settling in a relatively narrow band across Washington State and Idaho. By comparison, the Lava Creek eruption left a large swathe of North America in up to two metres of debris.
The difference between quakes and faults
The volume of dense rock equivalent (DRE) ejected by the Huckleberry Ridge event dwarfs all other North American eruptions. It is itself overshadowed by the DRE ejected at the most recent eruption at Toba (present-day Indonesia). This was one of the largest known eruptions ever and a relatively recent one: only 75,000 years ago. It is thought to have caused a global volcanic winter which lasted up to a decade and may be responsible for the bottleneck in human evolution: around that time, the total human population suddenly and drastically plummeted to between 1,000 and 10,000 breeding pairs.
Image: USGS – public domain
So, what are the chances of something that massive happening anytime soon? The aforementioned mongers of doom often claim that major eruptions occur at intervals of 600,000 years and point out that the last one was 640,000 years ago. Except that (a) the first interval was about 200,000 years longer, (b) two intervals is not a lot to base a prediction on, and (c) those intervals don't really mean anything anyway. Not in the case of volcanic eruptions, at least.
Earthquakes can be 'overdue' because the stress on fault lines is built up consistently over long periods, which means quakes can be predicted with a relative degree of accuracy. But this is not how volcanoes behave. They do not accumulate magma at constant rates. And the subterranean pressure that causes the magma to erupt does not follow a schedule.
What's more, previous super-eruptions do not necessarily imply future ones. Scientists are not convinced that there ever will be another big eruption at Yellowstone. Smaller eruptions, however, are much likelier. Since the Lava Creek eruption, there have been about 30 smaller outbreaks at Yellowstone, the last lava flow being about 70,000 years ago.
As for the immediate future (give or take a century): the magma chamber beneath Yellowstone is only 5 percent to 15 percent molten. Most scientists agree that is as un-alarming as it sounds. And that its statistically more relevant to worry about death by lightning, shark, or piano.
Strange Maps #1041
Got a strange map? Let me know at firstname.lastname@example.org.
The pandemic has many people questioning whether they ever want to go back to the office.
If one thing is clear about remote work, it's this: Many people prefer it and don't want their bosses to take it away.
When the pandemic forced office employees into lockdown and cut them off from spending in-person time with their colleagues, they almost immediately realized that they favor remote work over their traditional office routines and norms.
As remote workers of all ages contemplate their futures – and as some offices and schools start to reopen – many Americans are asking hard questions about whether they wish to return to their old lives, and what they're willing to sacrifice or endure in the years to come.
Even before the pandemic, there were people asking whether office life jibed with their aspirations.
We spent years studying “digital nomads" – workers who had left behind their homes, cities and most of their possessions to embark on what they call “location independent" lives. Our research taught us several important lessons about the conditions that push workers away from offices and major metropolitan areas, pulling them toward new lifestyles.
Legions of people now have the chance to reinvent their relationship to their work in much the same way.
Big-city bait and switch
Most digital nomads started out excited to work in career-track jobs for prestigious employers. Moving to cities like New York and London, they wanted to spend their free time meeting new people, going to museums and trying out new restaurants.
But then came the burnout.
Although these cities certainly host institutions that can inspire creativity and cultivate new relationships, digital nomads rarely had time to take advantage of them. Instead, high cost of living, time constraints and work demands contributed to an oppressive culture of materialism and workaholism.
Pauline, 28, who worked in advertising helping large corporate clients to develop brand identities through music, likened city life for professionals in her peer group to a “hamster wheel." (The names used in this article are pseudonyms, as required by research protocol.)
“The thing about New York is it's kind of like the battle of the busiest," she said. “It's like, 'Oh, you're so busy? No, I'm so busy.'"
Most of the digital nomads we studied had been lured into what urbanist Richard Florida termed “creative class" jobs – positions in design, tech, marketing and entertainment. They assumed this work would prove fulfilling enough to offset what they sacrificed in terms of time spent on social and creative pursuits.
Yet these digital nomads told us that their jobs were far less interesting and creative than they had been led to expect. Worse, their employers continued to demand that they be “all in" for work – and accept the controlling aspects of office life without providing the development, mentorship or meaningful work they felt they had been promised. As they looked to the future, they saw only more of the same.
Ellie, 33, a former business journalist who is now a freelance writer and entrepreneur, told us: “A lot of people don't have positive role models at work, so then it's sort of like 'Why am I climbing the ladder to try and get this job? This doesn't seem like a good way to spend the next twenty years.'"
By their late 20s to early 30s, digital nomads were actively researching ways to leave their career-track jobs in top-tier global cities.
Looking for a fresh start
Although they left some of the world's most glamorous cities, the digital nomads we studied were not homesteaders working from the wilderness; they needed access to the conveniences of contemporary life in order to be productive. Looking abroad, they quickly learned that places like Bali in Indonesia, and Chiang Mai in Thailand had the necessary infrastructure to support them at a fraction of the cost of their former lives.
With more and more companies now offering employees the choice to work remotely, there's no reason to think digital nomads have to travel to southeast Asia – or even leave the United States – to transform their work lives.
During the pandemic, some people have already migrated away from the nation's most expensive real estate markets to smaller cities and towns to be closer to nature or family. Many of these places still possess vibrant local cultures. As commutes to work disappear from daily life, such moves could leave remote workers with more available income and more free time.
The digital nomads we studied often used savings in time and money to try new things, like exploring side hustles. One recent study even found, somewhat paradoxically, that the sense of empowerment that came from embarking on a side hustle actually improved performance in workers' primary jobs.
The future of work, while not entirely remote, will undoubtedly offer more remote options to many more workers. Although some business leaders are still reluctant to accept their employees' desire to leave the office behind, local governments are embracing the trend, with several U.S. cities and states – along with countries around the world – developing plans to attract remote workers.
This migration, whether domestic or international, has the potential to enrich communities and cultivate more satisfying work lives.
The potential of CRISPR technology is incredible, but the threats are too serious to ignore.
- CRISPR (Clustered Regularly Interspaced Short Palindromic Repeats) is a revolutionary technology that gives scientists the ability to alter DNA. On the one hand, this tool could mean the elimination of certain diseases. On the other, there are concerns (both ethical and practical) about its misuse and the yet-unknown consequences of such experimentation.
- "The technique could be misused in horrible ways," says counter-terrorism expert Richard A. Clarke. Clarke lists biological weapons as one of the potential threats, "Threats for which we don't have any known antidote." CRISPR co-inventor, biochemist Jennifer Doudna, echos the concern, recounting a nightmare involving the technology, eugenics, and a meeting with Adolf Hitler.
- Should this kind of tool even exist? Do the positives outweigh the potential dangers? How could something like this ever be regulated, and should it be? These questions and more are considered by Doudna, Clarke, evolutionary biologist Richard Dawkins, psychologist Steven Pinker, and physician Siddhartha Mukherjee.
Measuring a person's movements and poses, smart clothes could be used for athletic training, rehabilitation, or health-monitoring.