Welcome to #w2e new tech discussion

Correlation between number of speakers and your pain

5

# of speakers

Severe risk of people falling

asleep

OK

Agenda

3

Magnus”Obama magic”

Magnus”Obama magic”

Mattias”Metrics jedi”

Mattias”Metrics jedi”

Johan L”Enterprise 2.0”

Johan L”Enterprise 2.0”

Johan B”Transitive trust and

Whuffie”

Johan B”Transitive trust and

Whuffie”

Dan” Work on Stuff that

Matters”

Dan” Work on Stuff that

Matters”

Därför lyckades Obama-kampanjen

Magnus Höij, Internetworld

1 miljard mejl

200 000 event

14.5 miljoner timmar på Youtube

Drive action

Mr. T in DC

Be authentic

Create ownership

Be relevant

Open brand

Measure

Agenda

18

Magnus”Obama magic”

Magnus”Obama magic”

Mattias”Metrics jedi”

Mattias”Metrics jedi”

Johan L”Enterprise 2.0”

Johan L”Enterprise 2.0”

Johan B”Transitive trust and

Whuffie”

Johan B”Transitive trust and

Whuffie”

Dan” Work on Stuff that

Matters”

Dan” Work on Stuff that

Matters”

”what!?”

Startup Metrics for Pirates: AARRR!!!

(Startup Metrics for Product Marketing & Product Management)

Dave McClure

Master of 500 Hats

blog: http://500hats.typepad.com/website: http://www.500hats.com/

Customer Lifecycle: 5 Steps to Success

• Acquisition: where users come from

• Activation: happy first experience

• Retention: users come back

• Referral: users tell other people

• Revenue: you make MONEY!

Customer Lifecycle / Conversion Behavior

Website.com

4. REFERRAL

5. Revenue $$$

2. Activatio

n

1. ACQUISITION

3. RETENTION

Customer Lifecycle / Conversion Behavior

Website.com

Marketing Channels:• largest-volume (#) • lowest-cost ($)• best-performing (%)

1. ACQUISITION

SEOSEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Customer Lifecycle / Conversion Behavior

Website.com

Activation Criteria:

• 10-30+ seconds

• 2-3+ page views

• 3-5+ clicks

• 1 key feature usage

Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK

2. Activatio

n

Homepage / Landing Page

Product Features

1. ACQUISITION

Customer Lifecycle / Conversion Behavior

Website.com

Automated emails are simple & easy retention feature

• lifecycle emails @ +3, +7, +30d

•event-based emails as they occur2. A

ctivation

1. ACQUISITION

3. RETENTION

Emails & Alerts

Blogs, Content

System Events & Time-based Features

Customer Lifecycle / Conversion Behavior

Website.com

Only encourage users to refer *after* they have “happy” user experience; avg score >= 8 out of 10

2. Activatio

n

4. REFERRAL

Emails & widgets

Campaigns, Contests

1. ACQUISITION

3. RETENTION

Customer Lifecycle / Conversion Behavior

Website.com

5. Revenue $$$

Biz DevAds, Lead Gen, Subscriptions, etc

2. Activatio

nThis is the part *you* have to figure out… I don’t know jack about your business

4. REFERRAL

1. ACQUISITION

3. RETENTION

AARRR!

Example Conversion Metrics(note: *not* actuals; your mileage may vary…)

Category User Status Conv % Est. ValueAcquisition Visit Site

(or landing page, or external widget)100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)5% $1

Activation Acct Signup

(includes profile data)2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25

Example Conversion Metrics(note: *not* actuals; your mileage may vary…)

Category User Status Conv % Est. ValueAcquisition Visit Site

(or landing page, or external widget)100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)5% $1

Activation Acct Signup

(includes profile data)2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25

Example Conversion Metrics(note: *not* actuals; your mileage may vary…)

Category User Status Conv % Est. ValueAcquisition Visit Site

(or landing page, or external widget)100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)5% $1

Activation Acct Signup

(includes profile data)2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25

Example Conversion Metrics(note: *not* actuals; your mileage may vary…)

Category User Status Conv % Est. ValueAcquisition Visit Site

(or landing page, or external widget)100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)5% $1

Activation Acct Signup

(includes profile data)2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25

Example Conversion Metrics(note: *not* actuals; your mileage may vary…)

Category User Status Conv % Est. ValueAcquisition Visit Site

(or landing page, or external widget)100% $.01

Acquisition Doesn't Abandon

(views 2+ pages, stays 10+ sec, 2+ clicks)70% $.05

Activation Happy 1st Visit

(views X pages, stays Y sec, Z clicks)30% $.25

Activation Email/Blog/RSS/Widget Signup

(anything that could lead to repeat visit)5% $1

Activation Acct Signup

(includes profile data)2% $3

Retention Email Open / RSS view -> Clickthru 3% $2

Retention Repeat Visitor

(3+ visits in first 30 days)2% $5

Referral Refer 1+ users who visit site 2% $3

Referral Refer 1+ users who activate 1% $10

Revenue User generates minimum revenue 2% $5

Revenue User generates break-even revenue 1% $25

Marketing

Q: What channels / who do you market to?

• Test Multiple Channels & Different Segments• Select & Focus on:

– High Volume– High Conversion– Low Cost

• Measure *deeper* down the conversion funnel, not just to website / landing page

Product

Q: How do you choose what to build?

• Choose features for conversion improvement– 80% on existing feature optimization– 20% on new feature development

• Just guess, then A/B test… A LOT• Rinse & Repeat

Founder/CEO

Q: What metrics do you choose to watch?

• Hypothesize Customer Lifecycle & Refine– Choose 5-10 conversion steps

• Measure & Iterate• Delegate each Metric to someone to OWN

Make Metrics your religion

If it’s not measurable, it’s not actionable

Rydell & Quick

Agenda

42

Magnus”Obama magic”

Magnus”Obama magic”

Mattias”Obama magic”

Mattias”Obama magic”

Johan L”Enterprise 2.0”

Johan L”Enterprise 2.0”

Johan B”Transitive trust and

Whuffie”

Johan B”Transitive trust and

Whuffie”

Dan” Work on Stuff that

Matters”

Dan” Work on Stuff that

Matters”

Enterprise 2.0#w2e new tech discussion

Johan Löfmarkjohan@lofmark.se | @johalof

When I wake up in the morning I never say: “Hurray, today I am going to interact

with my electricity company.”

World Wide Web ► The People Web

What about the world inside companies?

The definition of a company: People working together

More than a (1) chapter

Thomas J. Allen, Managing the Flow of Technology,  Massachusetts Institute of Technology

Anledningen till Kontorslandskap:The Allen Curve

The more distance there is between people – 50 meters or more to be

exact – the less they will communicate.

Anledningen till Kontorslandskap:The Allen Curve

The more distance there is between people – 50 meters or more to be

exact – the less they will communicate.

My friends after 5 pm My friends 9-5

Forrester's Social Technographics

WIKI / BLOGSWIKI / BLOGS

MAJORITY OF EMPLOYEES

MAJORITY OF EMPLOYEES

Integrated in workflows

Social Software Value Matrix

Inspired by The Social Software Value Matrix by Michael Idinopulos

Create new interactions

Improve exisiting

interactionsPartnership

Improvement

Across multiple silos

With customers and partners

Business Innovation

Operational Improvement

Communications Improvement

Organizational Transformation

Within a single silo

Business Model Transformation

OPERATIONS ORGANIZATION S

TRATEGY

OPERATIONS ORGANIZATION S

TRATEGYProductivityProductivity

New Way of Work

New Way of Work

ExcitingExciting

Final insight:

Thanks! +46709813944 | johan@lofmark.se | @johalof

© 2009 Tieto Corporation

Agenda

56

Magnus”Obama magic”

Magnus”Obama magic”

Mattias”Obama magic”

Mattias”Obama magic”

Johan L”Enterprise 2.0”

Johan L”Enterprise 2.0”

Johan B”Transitive trust and

Whuffie”

Johan B”Transitive trust and

Whuffie”

Dan” Work on Stuff that

Matters”

Dan” Work on Stuff that

Matters”

Transitive trust and Whuffie – it’s the end of marknadsföring as we know it

Johan Bergelin | Capgemini Consulting

Pointer Spy Bar

Gratis inträde

Nobody

Förtroende

?

… är kopplingar mellan människor som har ett förtroendeförhållande…

…ett förtroende som kan föras över till andra människor, transitive trust…

… vilket blir extremt värdefull i en digitalt nätverkad ekonomi…

…eftersom vi där har fler sociala kontakter och lägre barriärer för kommunikation

Kamera•Enkel•Billig•Bra bilder•”No fuzz” systemkamera

Förr•Du frågar pappa•Du frågar grannen•Du frågar en säljare•Du blir ripped off

Nu• Du frågar ditt nätverk• Mitt nätverk är prisjakt.nu

Jag beslutade mig för en Nikon D40

#Inlägg 1242

2,5 års diskussion och samlad kunskap

Förtroende via kunskapFörtroende via deltagandeFörtroende via volym

En annan typ av socialt sammanhang men principen transitive trust är likadan:

Nikon får mitt förtroende eftersom jag litar på de personer som pratar om Nikon

Hjälp, jag vill inte se ut som en idiot!

Sluta skrik!

Börja konversera och skapa socialt kapital!

Sluta använda megafonenBli en del av den gemenskap som du servar

Skapa remarkabla upplevelser för kundenOmfamna kaosHitta ditt högre syfte

Tara Hunt ”The Whuffie factor”, http://www.slideshare.net/missrogue/whuffie-at-web-20-expo

De 5 reglerna för socialt kapital - Whuffie

I owe it all to them!

Clara Shih – Transitive trust

Co-founder of Faceforce

@clarashih

Tara Hunt – Whuffiehttp://www.horsepigcow.com/

@missrogue

skype: tarahunt747

AIM: sanfranrogue

email: horsepigcow at gmail

phone: 415-694-1951

Radical transparency!

www.capgemini.com/technology-blog

@johanbergelin

http://www.linkedin.com/in/johanbergelin

johan.bergelin@capgemini.com

Vakna fortfarande?

Under 30 år

Över 30 år

© 2009 Tieto Corporation

Agenda

80

Magnus”Obama magic”

Magnus”Obama magic”

Mattias”Obama magic”

Mattias”Obama magic”

Johan L”Enterprise 2.0”

Johan L”Enterprise 2.0”

Johan B”Transitive trust and

Whuffie”

Johan B”Transitive trust and

Whuffie”

Dan” Work on Stuff that

Matters”

Dan” Work on Stuff that

Matters”

8 min 

 

 

 

 

Web 2.0?

 

Jobba med något som har betydelse för dig

3 principer

1. Jobba med något som betyder mer för dig än

pengarna.

"We don't make movies to make money, we make money to

make more movies"                       — Walt Disney

 

 

2. Skapa mer värde än du tar

 

 

3. Tänk långsiktigt

1. Jobba med något som betyder mer för dig än pengarna.

2.  Skapa mer värde än du tar

3. Tänk långsiktigt