Social Applications, Go Viral.
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Transcript of Social Applications, Go Viral.
![Page 1: Social Applications, Go Viral.](https://reader033.fdocument.pub/reader033/viewer/2022050613/58ad67c01a28ab9e428b595d/html5/thumbnails/1.jpg)
Social Applications, Go Viral!The Social Media Company, Wizard Works Inc.
2009 / 09 / 04
Nate DevSquare Developer Seminar
Charles Pyo / [email protected]
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I N D E X
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바이럴이 왜 중요한가?
바이럴의 목표
바이럴의 유형
바이럴의 주요배치
바이럴 성공사례 분석
나가며–성공하는 앱스들의 공통점
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바이럴이왜중요한가?
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다시한번돌아보기
‘소셜’ 앱스를 사람들이 자꾸 소셜 ‘앱스’라고 생각한다.
혼자 하는 게임과 다른 점이 없다면 싸이월드에 올라갈 필요가 없다.
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우리의일촌을구하라!
SNS에서 연결은 아무나 하지만 놀 거리는 아무나 못 준다.
일촌 파도타기, 미니홈피 꾸미기, 그리고 그 후의 놀 거리가 앱스에 달렸다.
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‚싸이 이제 귀찮아!‛
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선언
일촌들에게 함께할만한 새로운 놀 거리를 젂달해 줄 장치가 바로 Viral
훌륭한 Viral 없이 훌륭한 소셜 앱스 젃대로 나올 수 없다.
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바이럴의목표
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사용자수늘이기
유저 늘이는 것이 제 1의 목표
소셜 앱스에서는 UV, PV보다 DAU, MAU가 더 중요한 판단 기준
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초대수와수락율늘이기
If, x * y > 1, Viral!(x=number of invited friends, y=acceptence rate)
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『Viral Marketing & Advertising Strategies for Social Networks』Kevin Barenblat, co-founder of www.contextoptional.com
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충성도높이기
과거엔 유저수만 봤다면 요즘은 재방문과 이용시갂 늘이는 것이 중요해 짐
소셜 게임의 최상위를 차지한 Farm류/Simulation류 게임들
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바이럴의유형
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정적강화
내 일촌과 함께하기에 더 재밌는 게임 -> 즐거움의 향상
초대하면 아이템/경험치/캐쉬를 더 드려요 -> 보상의 강화
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부적강화
초대 안하면 당장 당싞이 불리해짂다 (ex. Mafia Wars)
초대해야만 계속 사용할 수 있다 (ex. Hor or Not)
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바이럴의주요배치
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설치를알리는피드
앱스 설치 직후 이 사실을 일촌들에게 알릴래요? 라고 보내는 피드
멋 모르는 사람들은 대부분 Okay 누른다.
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성과를자랑하는피드
레벨 업 / 젂투 승리 / 레어 아이템 득템 / 로또 당첨 등 일촌들에게 내 실력 과시하기
일촌들은 친한 친구가 이만큼 했으니 지기 싫어서 자기도 설치
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스크린샷
앱스 안에서의 내 모습 기록하는 바이럴 팩터 -> 가상의 페르소나에 대한 자아도취 실현
설치 피드가 스팸 성격을 띌 때 스크린 샷을 통한 바이럴은 자발적 참여 유도
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직접초대
앱스 내 존재하는 직접적인 일촌 초대 액션
경험치 / 아이템 / 캐쉬 / 심볼 등 무엇으로듞 보상할 필요가 있다.
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바이럴성공사례분석
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Mafia Wars5-1
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Mafia Wars5-1
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Mafia Wars5-1
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Mafia Wars5-1
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Mafia Wars5-1
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Mafia Wars5-1
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Farm Ville5-2
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Farm Ville5-2
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Farm Ville5-2
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Farm Ville5-2
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Farm Ville5-2
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Texas Holdem Poker5-3
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Texas Holdem Poker5-3
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YoVille5-4
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YoVille5-4
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Vampire Wars5-5
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Pet Society5-6
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Pet Society5-6
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Restaurant City5-7
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나가며
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성공하는앱들의공통점
아바타를 꾸며 가상의 자아를 느끼게 하고 있다.
NPC가 게임의 룰을 소상히 설명하고 있다. (ex. Restaurant City)
충분히 플레이 해볼 수 있는 기본 캐쉬를 제공하고 있다.
초반에는 뭔가 있어 보이는 아이템을 선물한다.
레어 아이템 또는 높은 레벨만 접근 가능한 스테이지 제공
처음 몇 판은 계속 이기게 해준다. (ex. Mafia Wars)
뭘 주듞 엄청 생색낸다! (Free Gifts, Texas Holdem Poker)
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성공하는앱들의공통점
앱스 쓰는 친구들 리스트를 젂면에 노출하고 랭킹 보여주어 경쟁심 유발
중갂 중갂 선물 주고 로또 같은 특별 이벤트로 재미와 피딩할 기회 마렦
일촌에게 선물, 포옹하고 씻기는 등 계속 피드 보낼 수 있는 액션 삽입
친구를 고용하거나 초대해야 내가 더 높은 레벨로 갈 수 있도록 유도
경험치, 레벨, 심볼, 캐쉬와 같은 텍스트 지표의 성장으로 비주얼을 커버
점차 비동기식 소셜 게임의 강점을 살려 혼자 하지만 친구와 하는 경험
텍스트 게임 / 비쥬얼 게임 / 커뮤니케이션 세 카테고리로 집중되는 경향
광고 배치 / 결제 유도가 미려하다.
제목 / 설명에서 앱스 내용이 충분히 예측 가능하다.
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위자드웍스의 일 1,500만 위젯 P/V, 5만 일촌 네트워크로 앱스 퍼블리싱 예정
앱스를 잘 만들었지만 마케팅이 어려운 개발자 여러분의 많은 참여 바랍니다.
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감사합니다!‘The Social Media Company’
Wizard Works Inc.
위자드웍스는 개발자 여러분과 언제나 함께합니다.소셜 앱스 퍼블리싱 문의: [email protected]