Download - #w2e New Tech Discussion @ Hotell Anglais
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Welcome to #w2e new tech discussion
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Correlation between number of speakers and your pain
5
# of speakers
Severe risk of people falling
asleep
OK
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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”
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Därför lyckades Obama-kampanjen
Magnus Höij, Internetworld
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1 miljard mejl
200 000 event
14.5 miljoner timmar på Youtube
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Drive action
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Be authentic
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Create ownership
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Be relevant
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Open brand
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Measure
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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”
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”what!?”
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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/
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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!
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Customer Lifecycle / Conversion Behavior
Website.com
4. REFERRAL
5. Revenue $$$
2. Activatio
n
1. ACQUISITION
3. RETENTION
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Customer Lifecycle / Conversion Behavior
Website.com
Marketing Channels:• largest-volume (#) • lowest-cost ($)• best-performing (%)
1. ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Networks
Blogs
Domains
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Customer Lifecycle / Conversion Behavior
Website.com
Activation Criteria:
• 10-30+ seconds
• 2-3+ page views
• 3-5+ clicks
• 1 key feature usage
Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK
2. Activatio
n
Homepage / Landing Page
Product Features
1. ACQUISITION
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Customer Lifecycle / Conversion Behavior
Website.com
Automated emails are simple & easy retention feature
• lifecycle emails @ +3, +7, +30d
•event-based emails as they occur2. A
ctivation
1. ACQUISITION
3. RETENTION
Emails & Alerts
Blogs, Content
System Events & Time-based Features
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Customer Lifecycle / Conversion Behavior
Website.com
Only encourage users to refer *after* they have “happy” user experience; avg score >= 8 out of 10
2. Activatio
n
4. REFERRAL
Emails & widgets
Campaigns, Contests
1. ACQUISITION
3. RETENTION
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Customer Lifecycle / Conversion Behavior
Website.com
5. Revenue $$$
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
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AARRR!
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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
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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
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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
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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
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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
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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
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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
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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
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Make Metrics your religion
If it’s not measurable, it’s not actionable
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Rydell & Quick
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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”
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When I wake up in the morning I never say: “Hurray, today I am going to interact
with my electricity company.”
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World Wide Web ► The People Web
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What about the world inside companies?
The definition of a company: People working together
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More than a (1) chapter
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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.
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My friends after 5 pm My friends 9-5
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Forrester's Social Technographics
WIKI / BLOGSWIKI / BLOGS
MAJORITY OF EMPLOYEES
MAJORITY OF EMPLOYEES
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Integrated in workflows
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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
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© 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”
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Transitive trust and Whuffie – it’s the end of marknadsföring as we know it
Johan Bergelin | Capgemini Consulting
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Pointer Spy Bar
Gratis inträde
Nobody
Förtroende
?
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… är kopplingar mellan människor som har ett förtroendeförhållande…
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…ett förtroende som kan föras över till andra människor, transitive trust…
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… vilket blir extremt värdefull i en digitalt nätverkad ekonomi…
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…eftersom vi där har fler sociala kontakter och lägre barriärer för kommunikation
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Kamera•Enkel•Billig•Bra bilder•”No fuzz” systemkamera
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Förr•Du frågar pappa•Du frågar grannen•Du frågar en säljare•Du blir ripped off
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Nu• Du frågar ditt nätverk• Mitt nätverk är prisjakt.nu
Jag beslutade mig för en Nikon D40
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#Inlägg 1242
2,5 års diskussion och samlad kunskap
Förtroende via kunskapFörtroende via deltagandeFörtroende via volym
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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
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Hjälp, jag vill inte se ut som en idiot!
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Sluta skrik!
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Börja konversera och skapa socialt kapital!
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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
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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!
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www.capgemini.com/technology-blog
@johanbergelin
http://www.linkedin.com/in/johanbergelin
Vakna fortfarande?
Under 30 år
Över 30 år
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© 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”
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8 min
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Web 2.0?
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Jobba med något som har betydelse för dig
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3 principer
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1. Jobba med något som betyder mer för dig än
pengarna.
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"We don't make movies to make money, we make money to
make more movies" — Walt Disney
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2. Skapa mer värde än du tar
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3. Tänk långsiktigt
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1. Jobba med något som betyder mer för dig än pengarna.
2. Skapa mer värde än du tar
3. Tänk långsiktigt
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