Emergence:Get with it...
...or fade away...
Dan Keldsen - Co-founder @
But First... What is Emergence to YOU?
Do you make it easy for...CustomersEmployeesPartnersPress
To plug in - and spread the word?
Are you giving people food for thought?
Disgusting food?Meat for vegans?Cows for hindus?
Tasty food?
You won’t GET feedback, unless
you PROVIDE feedback
MECHANISMS...
Cream rises to the top, automagically,but how can YOU
improve the odds that your creamy meme will grow?
Luck is not a strategy
Stack the deck
The meme just might be YOU...
After all...
Loops & Emergence
Source: www.gapingvoid.com/0804enrich.jpg
OODA loopObserveOrientDecide
Act
Source: www.thefabricator.com (graphic)Col. John "40 second" Boyd, USAF (model)
Wiki Adoption Loop
From “Organisational Wiki Adoption” by Mike Cannon-Brookes (Atlassian) @ http://www.slideshare.net/mcannonbrookes/organisational-wiki-adoption/
The Knowledge Chain
Source: Carl Frappaolo, “Exec Express Knowledge Management,” Capstone, 2006
External Internal
Responsiveness
Awareness
Real flow...Analysis by RockYou!
(makers of SuperWall and other apps for Facebook, MySpace, etc.)
Metrics for viral loop
UserCall to action to
invite friendsx = invited friends
Accept?
No
Yes
y% = accept rate
x * y > 1 gives you viral growth!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
Typical viral numbers
Install flow
–x = 5 (friends invited on average)
–y = 22% (acceptance rate for invites)
–Viral factor = 5 * 0.22 = 1.1 VIRAL!!!
Engagement flow
–x = 20 (friends invited on average)
–y = 6% (acceptance rate for invites)
–Viral factor = 20 * 0.06 = 1.2 VIRAL!!!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
Use multiple flows and channels
Install flow–x = 5 –y = 10%–Viral factor = 5 * 0.1 = 0.5
Engagement flow, invite channel–x = 3 (invites)–y = 10% (acceptance rate for invites)–Viral factor = 3 * 0.1 = 0.3
Engagement flow, notification channel–x = 6 (notifications)–y = 5% (acceptance rate for notifications)–Viral factor = 6 * 0.05 = 0.3
0.5 + 0.3 + 0.3 = 1.1VIRAL!!!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
Supplement with Ads
Install flow–x = 5 –y = 10%–Viral factor = 5 * 0.1 = 0.5
Engagement flow, invite channel–x = 3 (invites)–y = 10% (acceptance rate for invites)
–Viral factor = 3 * 0.1 = 0.3
0.5 + 0.3 = 0.8NO GROWTH
Paid ad for 30% additional flowGrowth factor = 0.3
0.5 + 0.3 + 0.3 = 1.1GROWING!!!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”
It’s total chaos!
Magnification of Small Effects
Malcolm Gladwell
Connectors, mavens, salesmen
Lorenz’ Butterfly
Welcome back to the 60s and 90s!
Start ShareabilityShow Signs
WordPress › Add to Any Share/Save/Bookmark Button « WordPress Plugins
Create connections(Hint: Keywords for multiple audiences)
SnapShot ofjohnmccain.com (rank #56,772),
barackobama.com (#842) - Compete
Don’t underestimate the power of the Dark Side... er, of recommendations...
YouTube provided 500% online video penetration for Google
Worth the price?Why was YouTube so much more successful?
The Rise and FallThere goes MySpace...
Why has Facebook taken off?And why is MySpace falling down?
TwitterRipe for Experimentation
Tweeting Through the Ranks and Followers | O2S Media
TwitterCounter StatsTop 10 Leaderboard
Magic of
multiplication
Mmm...Power Laws
Show Me The Social!
Blip the Blip
Show the Badge
Make it visible
Reward the Rewarders(Double the Reward)
Make it easy to grow the network
And... easy to REMOVE...
4,355
5,566
5,917
9,423
Slideshare Sharing
Feedback for Friendly Folks
Uservoice.com(one of several choices for hosted feedback)
The (Social) Network Effect
LinkedIn - My First Few MonthsMarch 2004
A Year Later
5 Years Later
My LinkedIn network as of:March 16, 2009
The Power of a Retweet(twitip.com)
Retweet Influence = Tunkrank
Source: The Noisy Channel (Daniel Tunkelang - Endeca)
Pagerank for Twitter(I’ll take his word for it!)
Tunkrank.com
Ego booster
For the geeksTo spread the meme
Ret
wee
tran
k.co
m
Power of Network to Give?
Mike Volpe of HubSpot(@mvolpe)
Dan Keldsen(@dankeldsen)
From GamingiPhone Apps/Games
iDracula - iPhone App
No leaderboard - how do I compare?
Zombie Attack! - iPhone App
Leaderboard *AND* My Top Ten
Wrapping up
Are you, your site and your content...Magnetic?
Is your site engaging?Or purely...
Make engagement stronger by giving users the tools to MAKE CHANGE
HAPPEN
If you DO NOT support emergence inside and outside your company...
You’re doing it wrong
Does Feedback Make an Impact?
Negative Feedback Works Too!
What do YOU think?
Does Emergence still mean the same thing to you?
Incredibly useful reading
Let’s Discuss...Dan Keldsen
Co-founder @ Information Architected, Inc.
dk<at>InformationArchitected<dot>comwww.BizTechTalk.com
www.linkedin.com/in/dankeldsentwitter.com/dankeldsen
DOWNLOAD/VIEW AT:www.slideshare.net/
dan.keldsen/
