Yo Momma! Documentation

Yo Momma! Can We Beat “Rock You”?

Marketing, Dashboard, Features

Rokas SalaseviciusJeff LarettoGabe Alatorre

The Beginning of the Story… We created a wonderful “Yo Momma!” App.

And found 5 competitors already…

How do They Do?

1%

2%

Not too bad, you can make business out of it…

More Statistics About Them

Categories Yo Mama Jokes

Yo Mama So Fat

Yo Mama…

Yo Momma Yo Momma

Start 7.3.2007 8.24.2007 10.2.2007 7.3.2007 9.15.2007

Installs 188,000 500 400 280,000 17

Active users 1,880 26 7 5,600 0

Valuation $55,000 $118 $59 $147,000 $0

Developer Rock You Who cares Who cares Australians Who cares

Days to reach 1000 users

0 days Not there Not there 4 days Not there

Let’s Check Out the LeadersTotal Installs

0

50000

100000

150000

200000

250000

300000

350000

1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129

Rock You Australians

“Rock You” started with 11,000 users on day 1

The start for Australians was pretty rough

4 days to reach 1,000 users

The breakthrough after 5,000 users are reached

After a month “Rock You” was taken over

There is some hope for us And for you…

What’s Our Plan?

Dave McClure to the rescue

What is that?

AARRR

AARRR Basics

Acquisition – where do users come from? Activation – how do you make them happy? Retention – what makes them come back? Referral – will they tell their friends about it? Revenue – can you monetize any of this

behavior?

Acquisition

The whole application is “advanced invite page”

Clown back

Call to action on the first request to join

Activation

Activation – making users happy Mess with your friends Browse the list of funniest jokes Suggest a joke Earn points and do more

So fat So ugly So dirty So Greasy

Retention and Referral

Retention Check out new jokes Suggest jokes

Referral Send jokes to your friends Earn points by sending invitations Enhance your status by engaging others

Revenue

Stream I Advertising revenues Possible partner:

Cubics Stream II

Referrals to buy T-shirts with Yo Momma jokes

Possible partner: Zazzle

Marketing Plan

Diagram Prepared by some Consulting Company

We talked about our viral platform, but still…

Getting 5,000 users

Current Promotion Plan Viral platform Targeted promotion inside Facebook External advertising Cross promotion with other applications

Long term consideration Partnership with MTV show Yo Momma!

Finding Yo Momma Fans

More than 500 Yo Momma groups on Facebook

Contact group administrators

Ask to send link to our application to all group members

We’ll be in potential reach of 100,000 members!

Let’s Do It!

E-mail 1 E-mail 2 E-mail 3 … Email 13

Facebook detected activity that resembles spamming. This may lead to your account being disabled.

What?

Do It Slowly

Metrics

10 messages per day to groups with 500 people

Current response rate from group administrators 10%

Expected response rate from group members 20%

Potential installs = 10*500*10%*20% = 100

Create Specific Event on Facebook A way to invite your friends

Create event “Testing Yo Momma Application” Call to action “Need your feedback on our new application Invite all of the friends to attend the event and install the

application

Metrics Potential attendees 1000 Expected response rate 20% New installs 200

Other Tools

Cross promotions with other applications Blog posts Posting videos from Youtube with Yo momma

show episodes Tagging friends to relevant posts and videos

Why we are talking and not doing it?

My Facebook account is on watch!

Features and Iterations

Listening to our users

Learning from our competitors

What Do Competitors Do?

Display joke on your profile

Their Canvas Page – No FeaturesAustralians

“Rock You” – Invite Page

Comparing to Leading Competitors What do we like about them?

Simplicity Joke generator function on the profile They are first in the market with 200,000 users

Why we think we can beat them? Applications are built on stand alone basis Lack of user engagement and interaction with

peers

Enhancing User Experience

What do users want? Propose a joke Have fun Simple interface

What do we want? More virality More user engagement

Feature Development Plan November Week 2 For profile box/news feed

include image of "Yo Momma" brand that is clickable

make more items clickable with links to app (e.g. picture)

enlarge text that links to app Reword call to action text to be more

persuasive in canvas page Add brief line on top of canvas page

explaining points

Feature Development Plan November Week 3 Redo canvas page to have user do less work

to lob jokes Implement a custom joke feature. Earning

enough points, users will be able to create jokes

Have a tab for user-created jokes Give user who created joke points every time

another user uses their joke

Feature Development Plan November Week 4 Continue work from previous week Batch respond – ability to respond to all users

who have clowned your mom with a single joke

Feature Development Plan December Week 1 Have a mother’s pride meter that decreases

as more jokes are flung at you, increases as you send jokes

Create tab that shows jokes your friends have said about other people’s mom and have a “Clown their mom too” option

Feature Development Plan December Week 1-2 Have a mother’s pride meter that decreases

as more jokes are flung at you, increases as you send jokes

Create tab that shows jokes your friends have said about other people’s mom and have a “Clown their mom too” option

Joke stats – what joke used the most Display list of users ranked in the top 5

Thank You!

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