Download - Karl Bunyan
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Good idea but poor execution?
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A common Facebook app problem:
You have a good app ideaYou’re convinced users will love itYou design it, build it and launch it… and nobody uses it
So was it a good idea?
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 2
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Some reasons an app may fail It wasn’t a good idea after allThere’s a better version out thereNo viral loop or marketingYou haven’t reached the right usersYou didn’t implement it very well
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 3
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Some reasons an app may fail It wasn’t a good idea after allThere’s a better version out thereNo viral loop or marketingYou haven’t reached the right usersYou didn’t implement it very
well
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 4
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The importance ofpost-launch tuning
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 5
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Write developer monetisation toolsHeadliners (banner ads) for Social CashDevelop applications:Soccer Stars (20k MAU, 3k daily)Six Degrees of Separation (RIP)Four in a Row (155k MAU, 10-15k daily)And various other partial successes and
complete failures
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 6
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Salvaging a crappyapp from failure
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“Four in a Row”Sold by Hasbro as Connect Four®
But they didn’t invent it Which means I can build it
A game with proven popularityExisting competition on Facebook
not goodFairly easy to build
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 8
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Core app featuresStart games against friendsPlay games at different speeds
either real-time or asynchronousMake “open” challenges that
anyone can accept
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 9
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04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 10
HomepageGames in progressChallenges sent and receivedLeaderboardLets you start a new game
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Game pageWhen it’s your turn, drop a counter into a column
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Early traffic resultsSent 96 clicks
At a cost of around $40Had 75 app installsOnly 24 games played
Only 1 in 3 users even started a game
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 12
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Why wasn’t it working? It wasn’t a good idea after all? - possibly There’s a better version out there? –
nope, the competition isn’t up to much No viral loop or marketing? – I’m buying
clicks from Facebook Haven’t reached the right users? –
unlikely, targeting people who like board games I didn’t implement it very well???
– surely not…?
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 13
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Another look at the homepageWhy aren’t users starting games?
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 14
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Homepage, as possibly seen by a new user
What do I do here?How long is a good time per move? What does it even mean?
What’s this showing me?Oh, nothing yet.
What’s this?It looks scary. What will I get myself into?
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04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 16
Homepage, as possibly seen by a new user
What do I do here?How long is a good time per move? What does it even mean?
What’s this showing me?Oh, nothing yet.
What’s this?It looks scary. What will I get myself into?
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How to fix it Get users playing games more quickly
Just drop them in a game Take away the decision-making process
Just drop them in a game Remove the social barriers for new
users to make and accept challenges Just drop them in a game
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 17
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Game pageGeared towards getting users into a game asap
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Game page
I play a game now?I reckon so
A quick game?In case I missed the other button
Play a friendType their name and send
Play against an online friendLike an invite, but in a low-key way and more immediate
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Much more wondrous statistics
04/12/23 Confidential. Copyright (c) 2009 by SocialCash. 20
Date New users Paid clicks # Games15/09/2009 75 96 2416/09/2009 187 135 28117/09/2009 292 145 46318/09/2009 252 176 81519/09/2009 273 173 1117
…. …. …. ….15/10/2009 3999 0 2480516/10/2009 4270 0 2727617/10/2009 5714 0 33921
Version 1
Version 2
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If the idea is good then the implementation may be wrong
Measure as much as you can so you know the weak points
Version 1 is only half way there
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[email protected]/karlbunyan
apps.facebook.com/playfourinarow
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