And dont' forget to check out Jim

Design

• Think mathmaticlly
• gauge target audience size
  
• guys/girls
• languages
• age
• Model the viral multipliers
• channels
• application name --it is the first thing ppl see, shows up in minfeed, left nav
  
• invite -- think about how it spreads, the you create
  
• notifications
• in page
• superwall
• viral multiplie
• invites
• 1 install
• invite x ppl
• x ppl open it
• x people convert
• x people uninstall
• ending no needs to be greater than 1
• multiplier over time
• user tests
• validate use cases - wil they use it?
• test calls ot action - will they click it
• validate viral models - any broken links?
• development
• instrumental channels
• be able to quantify each viral multiplier
• prepare for a/b testing
• instrument sitestats
• google analytics
• quantcast
• be agile
• develop quickly
• release early
• Launch it!
• phase it out
• make sure it works before promoting it
• when confident, go full blast
• promote on ad networks
• guaranteed performance
• exposure to full demographics
  
• tune your ad!
• Promotion - ad networks
• third party ad neetworks on facebook can radically accerate your adoption
• Tuning
• validate the viral model
• identify the totla multiplier
• wahat's weak
• find new channels
• how do uses use it?
• integrate in other applications - look for synergy with popular aps
  
• tune underlying channels
• targeting
• deliverability
• Monetize
1. Growth
• maintain comfortable growth
• keep tuning
  
2. engagement
• create more depth for application
• multiplayer (myspace widgets are singleplayer, facebook is multiplayer. nice comparison!)
  
• statistics/data
• enagement channels
• minifeed events
• notifications

QUESTIONS
Q: when you follow facebook's look&feel, when do you break?
A: facebook provides a lot of material on their look and feel. Don't worry about copying, but avoid departing. stick with simple html wihtin the framework, and you won't have issues

Q: what is the range in viral multiplier
A: the multiplier changes as facebook changes and as the ap picks up use. what we've seen on successful on 5-10, failures  are at 1 or less.

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