Get Your First Million Users: Discover Your Product's Viral Loops | Michael Geer | Skillshare

Get Your First Million Users: Discover Your Product's Viral Loops

Michael Geer, COO at Dream Industries

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12 Lessons (40m)
    • 1. Trailer

      0:33
    • 2. Class Instructions

      0:44
    • 3. My History

      1:57
    • 4. The Secret to My Success

      8:29
    • 5. False Hope and Failed Ideas

      8:24
    • 6. Seeding Methods

      5:47
    • 7. Three Levels of Virality

      5:30
    • 8. Pavlovian Viral Loop

      3:16
    • 9. Core Human Motivations

      1:35
    • 10. Top Triggers

      3:47
    • 11. Placeholder

      0:05
    • 12. Placeholder

      0:05

About This Class

"One of the best classes I've ever attended on Skillshare." - Founder of Skillshare Michael Karnjanaprakorn

"Highly actionable and thought provoking class. Recommend to any startup looking to quickly build their user base." - Jan Renner

“Michael's class was easily the best skillshare class I've taken and I've taken a number of them. This class is an absolute must for anyone involved with a startup. Michael knows user/customer acquisition inside and out and you will too if you sign up for this class.” - Carlo Cisco

Learn how to get the first million users to your service, or speed up your already decent growth. You will learn from my experience and lessons learned while building some of the largest social sites and apps in the global market today.

Areas covered will include:

  • mapping out your viral system and
  • how to use that to start virally expanding your userbase

This class is best suited to those with a startup/online project already, or at least a formed idea of one. However, projects can also be completed using Skillshare.com as a substitute for having a personal project already. Most concepts are completely applicable to B2C (business to consumer) projects.

You will finish this class understanding:

  • the exact building blocks of virality within your own project and
  • how to put them into motion to start gaining large amounts of users (for free)

This class is all taught online, with the option of joining local workshops to work with fellow classmates. The class is composed of videos of me explaining key viral concepts, slides to go along with those videos, a viral mapping project, and online office hours where all questions can be answered.

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Transcripts

2. Class Instructions: - Hi. - Welcome to the class to learn how to get your 1st 1,000,000 users. - The way it's gonna work is you're gonna go through each section in the video that I've - reported for you go through all those lessons and then we're gonna have a viral mapping - project Well, - which will look at your exact product and map it out. - Once you've gone through each of the lessons and you've done your viral map, - you'll use those as a touch point to always go back to when you're creating in iterating - your product towards getting your 1st 1,000,000 users from time to time also have live - sessions that you'll be able to join. - Good luck with the class, - and I wish you the best of luck with your projects. 3. My History: - All right. - So the first thing that I'm gonna talk to you about is myself, - my background real quickly. - Ah, - So right now, - I'm in ST Petersburg, - Russia, - moving around, - traveling around, - meeting a lot of startups like yourselves, - learning a lot from each one, - learning a lot from my own projects. - And hopefully I can convey a lot of that to you during the next few lessons in with our - projects. - And so I started off with engineering backgrounds, - which I think, - you know, - a bunch of people do that get into the text. - Fear I had no idea about tech startups at the time, - was obsessed with the space program. - Wanted to be an astronaut's, - ended up, - then becoming obsessed with Russia. - Then when I graduated, - I moved upwards of Russia actually to Moscow and worked in advertising for about a year - like the job, - but then decided, - you know, - much rather be working for a smaller company that was making its own product instead of - advertising someone else's. - At the time, - I had no idea that that was a great definition of a tech startup, - but what I ended up finding was a few tech startups worked on a few fairly large projects, - which brought me through, - uh, - out of Moscow. - London on about 2.5 years ago moved to New York. - Uh, - a lot of those projects we gained our user base, - you know, - through bribery or user acquisition. - Free user acquisition, - Not much paid stuff on. - So that's a lot of this class is gonna concentrate on that. - Another thing that I learned during that time through trial and error and a lot of mistakes - was, - you know, - a good product process. - And that's another thing that this class is gonna cover. - And so I hope you find all these things useful on Let's get started. 4. The Secret to My Success: - a lot of people don't like to tell you how they become successful, - but part of this class is I'm trying to do just that. - Uh, - there are tricks. - There are there are lessons that you learn along the way, - maybe quick things that you could do to improve certain things. - But when I look back on my career, - so far the real secret to my success has been the product process, - the interpretative product process of slowly but surely heading in the right direction with - tweaks that make your product better. - And so when I think about product process, - the main thing is this idea that I'm using the metrics that I'm seeing in the live version - to then decide whether to decide what tweets I want to do. - Eso When I think about these things, - I figured them is in three stages. - So I have the the past age. - So the past stages a suffrage pretty much just went live, - been live for a few days. - That's the stuff that I'm collecting the metrics on to see to see whether the things I just - released are working or not. - I've got the current stage and so the current stage is what, - in my case, - my developers working on in your case, - you might be the developer. - So you know, - whoever's coding programming building that current stage but you want to do is not. - You don't want to mess with that Current states just let it be built, - and I usually used in. - This isn't for everybody. - I usually use a two week sprints iteration. - Some people do continuous release One of the problems that I see with that it doesn't allow - you to do the right product process. - Sure, - as a developer, - you probably could do it, - no problem. - But as a product owner to go through this right process of collecting metrics and then - deciding what you know, - the best move forward, - it's better to put it into these kind of blocks. - And I do a two week block. - So you got your past age of current stage. - Then you got your future states, - so your future stages what you're deciding. - Eyes gonna be built next is what your wire framing. - It's what's your putting, - you know, - into your product task lists and deciding Okay, - this is gonna be the next things that we're gonna build the next things that is going to - move into the current state, - the future stage needs to be. - And this is the most important thing. - This is a secret to my success, - if I could name one thing is the future stage needs to be based on the metrics that you're - seeing in the past age. - And so what are few extra things that I can tell you? - You know, - a few other parts of this. - So basically what you're building, - what you're deciding that you're gonna build in the future stage is like I said, - based on those metrics are just saying in the past stage. - So the metrics that you're seeing in the past age in, - you know, - the question that I get a lot of my classes is Okay, - what metric should I be judging? - What metric should be watching? - And so the metrics that you should be watching are the ones that are going to tell you - whether that thing that you just released is working or not working, - as in, - it's everything that you build these toe, - have a goal. - So let's let's use a very simple example. - So I say, - Okay, - I'm gonna build a button on that page. - I'm gonna add a button to that page. - My goal for that button is I want more people to press on the button. - Let's say I had a link their small link before. - Now I want a bigger button. - So my goal for that button adding that button for building that button is to get more - people to press on that. - Right? - So the metrics that I'm gonna be looking for that is basically okay. - How many people lands to that page? - How many people press that button? - How many people press something else comparing that to the stats that I had about the - number of people that were landing to that page and the people that were pressing that - smaller link on then seeing if that bigger button increased the amount of people that - clicked on it, - and in that case being a good thing and something that I want? - Uh, - obviously things get more complicated in real life, - but that's really you need to be looking at that granular level, - and that's really the metrics that you need to be paying attention to. - Now there's other metrics that you need for investors are board meetings and stuff like - that. - This whole classes, - talking about product process. - It is. - There's probably plenty of other classes. - I will tell you how toe you know, - work with investors and work with inborn meetings. - Those air different metrics usually doesn't usually not to say that their vanity metrics, - but they're usually other metrics that arm or important for particular reasons the metrics - that are important in the product processes to make sure that you're heading and your - building in the right direction. - And so the metrics that are important there is the things that will tell you that. - So if you ask the question Okay, - what metric should have should I pay attention to a less I'll just, - you know, - ask you back. - You know what? - What are you trying? - What's the goal? - What are you trying to build their What? - What did you just add? - Okay, - what's gonna tell you whether that you reach your goal and those of the metrics that you're - gonna watch Another thing? - Another question that I get a lot is about. - Okay. - What kind of tools do you use? - So my take on this is you know, - I've never I've never come into a project, - whether it was my own project or or a project that I was consulting on on said, - Oh, - wow, - you know, - the reason why this project isn't working or, - you know, - make this project so much better is a different tool. - Tools are there for purpose. - They don't necessarily. - You know, - tools are only as good as the people using them in the process that they're using to use - them. - And so, - in most cases, - the tools you know for myself, - for metrics, - I use Google analytics and mixed panel use makes panel because it's more real time these - Google analytics, - because it's very powerful when it has a lot of stuff, - and it's pretty, - uh, - I wouldn't get too caught up in what tools to use. - As long as you're able to collect the metrics that you want and video on de, - everybody's able to easily use whatever tool your using because you know that's the most - important thing. - If you have members of the team not wanting to interact with the tools that you're using, - that could become a big problem very fast. - One last thing on this section is that the question arises okay, - Well, - you know, - what about a B testing, - you know, - Is that good? - Is that bad? - You know, - I recommend when you're starting off when you're starting to get used to this product - process of, - you know, - why are framing and deciding what's your gonna build next? - Based on the metrics that you're seeing from the stuff that just went live, - I would get used to that process and go through a few iterations before you start - complicating it with a B tests. - However, - once you are comfortable with that process, - then yet definitely 80 tests definitely quicken up the process. - It means that you can You can figure out two things in one generation as a supposed to - waiting for two iterations. - So again, - some of this will sound like common sense. - You'll you'll think, - Oh, - yeah, - I'm doing this. - But you need to be very strict about this process. - This is the most important thing. - If you do everything else and you ignore this part of the class, - a lot of it's not gonna work because you're not gonna be iterating in the right direction. - You're gonna be a lot of people are you know, - the building something they're going live with it. - They look at a couple of metrics and try to decide. - Okay, - you know that work that didn't. - But they're not doing this in a very methodical scientific method type. - You know, - isolate one variable. - Make sure that you have the metrics that will tell you whether it worked or not that thing - that you just built, - Um, - So make sure that you get this right, - make sure that you do it very methodically, - and then you can really start concentrating on the rest of things that we're gonna learn in - this class. 5. False Hope and Failed Ideas: - this lesson is all about where I used to be. - I used to be exactly where a bunch of you guys are right now. - I actually had a folder on my work computer that said one of the files was a word document - with all my ideas for the name was how to get to one million users. - Another one was even cheesier. - It was ideas for taking over the world. - I'm sure there were some great ideas there. - Uh, - so we're gonna run through a few of the ideas that I've had over my career. - And basically, - if you know the reasons why they didn't work out and so let's start with, - uh, - it's not as popular anymore, - but as you if you look to your slide, - so it's buying database. - But the real lesson is to pay for what you want. - And so he used to be more popular that you would buy, - say, - you know, - people would have a database of, - like, - 50,000 emails or 5000 emails, - whatever the number. - And so these are people that opted into different marketing messages and that work put - together and then resold off the problem with the business model that many people - encountered back then was basically you would pay for 50,000 emails. - But you don't actually want 50,000 emails. - What you want to say? - You know what I wanted at the time. - And I want 5000 people to register on my project. - Uh, - so what you need to be careful about is that you're always paying for what you want and not - some abstraction of that. - So make sure that your if you want people if you want, - sign up. - So make sure that you're paying for sign ups, - not for e mails that may or may not turn into science. - Next Big One is, - uh, - the idea. - You know, - a lot of our ideas are we like them because they're possible. - All right, - So just as human beings, - we like doing things, - or we'd like planning things that we know we can do. - So you know the ideas. - You know, - the example idea here is plugging the site on blog's and forums. - So you plug your you go around, - you say, - Hey, - check out the side. - It's the best side ever. - Hey, - check out the side. - It's best I never the problem with that where you have an intern do it. - The problem with this is obviously it's not scalable. - You can't get 1000 of yourselves or 1000 interns to go around, - and they continually do this. - And so, - for the most part, - is it is a bit of a waste of time, - and we get sucked into these things because we know we can go into the office tomorrow and - make a huge spreadsheet of everybody was your contact and then start contacting them on. - That's fine in the beginning stages. - You know if it if it's a way to get 50 users or 100 users, - and that's great. - But if you if you want to scale this into something, - if you want, - you know, - 100,000 users or even 50,000 users, - you're gonna have to find different methodologies, - viral methodologies and not these kind of manual things that just can't be scaled. - Uh, - next one is the general idea here is, - and I think a lot of us fall into this trap is it's the idea that you know, - the Colts of products, - I would call it so It's the concept that a lot of people put out there in their PR and - stuff like that. - So you have a successful company and then they like to go and put out the PR. - You know, - it's different publications saying, - Oh, - well, - the reason we're so successful is because we've listened to everything our customers said - and and we did it. - Thea unfortunate thing is that this isn't true. - And so it leads a lot of us Australians that we find out the hard way that it's not - actually true. - Uh, - you know, - when you're building your project, - you know you're spending so much time and effort and in many cases of your know your own - money, - you need to stick to your vision for at least you know, - the 1st 6 months, - maybe even to a year and not so quickly changed to try to satisfy the first you know, - 50 users that you have in the 1st 100 users that you have. - You know, - you know, - the great example that I you know I like to give is you know, - if you're selling cats on your website so you have a website, - his house cats and then you have five of your users out of your 1st 50 say, - and they would be really great if you want to sell it. - If you could sell dogs, - you don't have to run out the next day and build the dog selling components to your website - . - Um, - because the hard reality of it is just but pleasing those first. - You know, - 10 are 50 or 100 users. - If you if you do everything that they say, - it doesn't mean that they're going to somehow multiply into 50,000 users. - It doesn't magically happen like that. - You need to actually have viral mechanics in your in your products to grow your user base. - So the next the next next time, - the infamous list of major failed ideas in the career of Michael Gear offline advertising. - So you know this is a really easy concept, - you know, - think about like the worst converting online advertising that's that's you. - You've tried, - you know, - whether not to pick on anybody. - Different advertising works for different people. - Let's say Facebook ads. - Let's say you think Facebook ads just convert horribly for your particular product. - Now, - whatever you think is the worst. - If you think Facebook ads is the worst, - it's still gonna kick the ass of any offline advertising that to do. - It's just because the conversion rate from an offline advertising, - say, - billboard or TV commercial, - or someone that the conversion rate you know, - money and time spent, - you know, - to put it together to actual user on an online project so offline to online it's just - always incredibly low. - And so you're always going to, - you know, - if you have unlimited resource is that's great. - But most of us don't. - Almost all of us don't. - And so you need to put those resource is and what's gonna convert the best. - And that's gonna be an online, - an online advertising format. - Last but definitely not least is three idea making the coolest home page ever? - You know, - if only we make just this amazingly attractive, - amazingly motivational home page. - It's obviously gonna boost our user base and that again, - it's a false of the the more popular one. - These days along the same lines is create the best you know, - the most amazing video that shows the full vision of my product on explains its of user - ever. - In that case, - you know, - again, - it's you only have the best way to explain. - It is the only have the user for, - like, - 10 or 20 seconds of their attention at the most. - And so you need to. - You need to hook them with one thing that they want that your product can give them. - You need to hook them with that. - You get them to sign up and then, - you know, - over the next weeks and months when they're using your product, - sure, - you can show them the amazing vision and then everything That's great about you know, - your entire product. - But you don't want to try to sell them your entire product right there in that 10 seconds - that you got. - And so video definitely takes too much time and again. - Your purpose never has to be this to sell them on your on your entire vision. - You know they're not an investor. - You don't need to sit down and sell them on your entire vision. - Their their user, - they what they want. - They want something and they see that your site and give it to them. - They'll join up and they'll become a user of your site, - and then that's what you need to concentrate on. - All right, - so that's uh, - taking you down the road of the worst failed ideas in my career, - and I hopefully that will help you skip a few of them. 6. Seeding Methods: - this lesson. - We're still not to the vire ality component of the class and also and actually this lesson - we'll go quickly through. - Uh, - but as I gave this class, - uh, - in person, - in many places, - you know, - I encountered a lot of people that really had no user base and, - you know, - the viral kind of stuff. - Although it can start from very, - very small user base, - you know, - even 50 people. - I thought I'd be useful to kind of go through a couple methods. - Teoh getting those first people, - Um, - and so the 1st 1 that will talk about it. - There's just a few general lessons that I learned along the way with this one is - partnerships, - So partnerships is, - although it could be a really huge leap forward in the beginning, - it also could be a big time waster, - because if you're waiting for another company to say yes or no for your own company to move - forward, - it's a bad situation. - And so partnerships always should be seen as some kind of parallel path that you could be - taking on the side, - hoping that it will work out. - But you need to have a plan to you know, - build your user base on the room as well, - so that the main thing with partnerships and this kind of goes back to one of our other - lessons is you know, - partners, - business partners are another person that you don't need to sell on your whole vision again - . - They're not like investors that are actually gonna have an equity stake or by part of your - company business partner is not gonna make money just because your company makes money. - A business partner is gonna make money because your company helps him or his business make - make money. - And so you need to concentrate on that. - You need to very quickly from the beginning stages of talking with the new business partner - , - you need to find a new possible business partner. - New potential business partner is you need to find out what they want. - What they need on this could be as specific as find out what the particular manager that - you're talking about once because sometimes that won't be exactly the same thing. - A lot of times, - that particular person that you're talking to and that will be able to sign off on the deal - doesn't actually care about his company making a lot more money, - maybe cares about some other metric that allows him to make money for her to make money. - So you need to keep that in mind. - So when you find out what the partner needs and you need to find out, - you know how you can present him or her that your company can actually provide what he - needs. - You know what, - what, - what the business partner needs. - And so that's that's what you need to concentrate on. - First find out what they need, - then find out how your company could give it to them. - All right, - so the next one will talk about a private beta. - I'm sure a lot of you know or, - you know, - I've heard about Private Beta. - It's probably not all of you that understand that you know the best way to use Private beta - or what's great about private beta. - So bribe, - it is. - You have a close sites and you collect email addresses, - and then you decide when you're gonna allow that user. - It's a joint your site on. - So the best thing about this is when you're in those early stages on your making, - these first builds, - and you need to, - as we went through in the lesson One of the lessons before you need to get metrics. - So you need to have users landing onto the page pressing the buttons. - Eso that you get the metrics to tell you what you can tweet next, - right? - And so great thing about private beta as you collect, - say, - 500 email addresses or 1000 email addresses. - Then you release a new bill, - say, - on a Tuesday, - you can then decide. - Okay, - Well, - I'm gonna I'm gonna send 200 emails. - I'm gonna get 50 people landing on to this page. - I'm going to get the metrics that I need to tell me, - You know, - whether the thing that I just build is working or not, - And then I can use those metrics to decide on that future stage what I'm gonna do, - what I'm gonna build next. - And that's the great thing about private beta. - Bad thing about probably eight is it is a closed system. - So you at that point, - you can't really test your viral systems as well. - Oh, - are you really can't test your whole site as well? - You? - It's not exactly you know the the open environments is gonna show you different things - about your site that closed environment is going to. - And so it's very important once you have a constant stream, - is that you know pretty constant stream of traffic coming to your site that you get out of - private beta because that exclusivity and all that other stuff don't worry about that. - Once you have a constant seem stream of traffic, - get out of private beta and start building much faster. - The last, - you know, - main one that I've used in my career for new projects just to get those first again. - These are not scalable user acquisition things. - These are just a way to get those first. - You know, - a few 100 users and I've used newsletters. - So, - you know, - in the tech sector, - there's a lot of popular newsletters. - You know you can get promoted in those you get, - you get promoted in one of those, - you'll get your 50 users. - You get your 100 users landing. - Teoh planning to your project, - and you get the. - Then you'll get the metrics that you need to keep building. - Uh, - you know, - there's probably 5000 other ways to get your first few 100 users getting some press, - getting named and blog's. - All that kind of stuff works. - But the problem with all this stuff, - obviously, - like I said, - is it's not scalable, - and so that's what we'll get into in the next few lessons. 7. Three Levels of Virality: - All right, - so now we get to Vire Ality. - Now, - if you look at the slide that says three levels of virology, - you'll see that these are the three types of virology that I look for in every product that - I make consults with the startup. - I try to look through their products and their assets and and see, - you know what types of Iraqi weaken create, - and it's gonna be 11 of these three types. - Now, - let's go through real quickly to give you the overview. - There is inherent vier ality. - There's trade by reality, - and they're sharing by reality. - These are my terms. - You might you might see them called something else on different websites. - I think inherent buyer ality is probably the most common term, - and I think most people use it the way that I do for inherent by reality, - which is the most powerful type of Iraq ality. - It basically is when the user will get more value from the product if they bring someone - else into the product so they don't care about, - you know, - telling their friend about something cool or anything like that, - they simply want to get more value out of the product by bringing someone else into the - product. - A great example of this is Dropbox, - So most people think of drop boxes by reality as the trade component, - which will get into in a second. - But the inherent component of drop boxes Vier ality, - based on my career's probably much more is is very likely the much more powerful for them. - And so when you let's, - let's think about what do you do with drop onto you? - Upload all your files to Dropbox and yeah, - you could keep them, - you know, - completely private and locked away forever. - But most of us, - as users of Dropbox at some point or another, - need someone to look at one of those files. - We need that to get more value out of it. - So say it's a colleague, - that we need to look at a particular document or family member that that we want to show a - photo to. - We direct them to Dropbox because and in that way we're able to get more value out of the - product. - Uh, - another easy example, - I think you know, - is draw something. - So you're not gonna sit around playing draw something for too long? - by yourself on. - So you're not thinking all my friends gonna love this. - You're thinking, - Hey, - I want to play with someone. - I'm gonna bring my friends into this experience because I want to get more value out of out - of draw something. - The second type of Iraq ality is trade by rounding, - and I started to think of this that is basically an artificial type of inherent fire ality - . - So whereas an inherent buyer ality the person, - naturally, - the user naturally understands that they're going to get more value out of the product by - bringing someone else into it in trade ray out trade by reality is basically the system is - setting up a situation and making it clear to the user that they're gonna get value if they - bring someone if they invite someone right. - So again, - another great example is dropbox. - And this is the one that most people kind of, - you know, - no as as the bread and butter. - But as I've asserted, - I think it's probably, - you know, - their secondary source of user acquisition is with Dropbox, - They say. - Okay, - well, - if you invite people to Dropbox will give you will give you extra space right, - and although very effective, - it's probably not as strong as the inherent Vier ality that Weeks explained in the first - part. - The third type of buyer ality and by far the weakest is sharing. - So this is Mawr, - the type that everybody really talks about, - Where is Oh well, - the person just wants their friends to see this cool new thing, - or they love it so much that they need to tell their friends about it. - Although it sounds great, - it is not. - It's a very weak emotion. - You know, - people, - people are more focused on, - you know how they get more value out of the product and less focused on how their friend - might get value out of product. - And so, - with sharing, - it's really you know, - they have no real reason, - selfish reason, - I would say to bring another person into this product. - They just, - you know, - there's a little bit of Social Capital exchange that Oh, - you know, - if I bring this cool new product to my friends that they're gonna think I'm a bit cooler, - but it's not a very strong emotion, - and so, - in most cases, - just to kind of lay it out for you if you if you had all three. - If you had inheritance trade and sharing all three types of Iran ality working in your - product, - then you know you probably see about 60% to 65% of years acquisition from inherent. - You probably see about 25% from trade, - and you really only see the rest of that made up of of the sharing component. - And so you really, - if you can you want to find the inherent component of the inherent type of virology. - It's always good to add on some of the trade Vier ality on top of that, - you know, - I've done projects in the past where it was only trade by reality, - and it works. - It's just harder. - If you could find the inherent component, - then you know it's so much easier and you grow so much faster. 8. Pavlovian Viral Loop: - So this lesson is a bit of the bread and butter of the way I think about products. - You know, - I took my first psychology class. - I was on a study abroad, - over in Oxford. - Uh, - not so in love with the It was just so straightforward, - so logical to may. - And so, - really, - that's that stayed with me throughout my career on the way I think about a lot of online - products is really this kind of Pavlovian B F Skinner type of type way of thinking, - which is, - you know, - conditioning the user to to do things that you want to do the things that they want and in - trying to combine those two things. - Um, - so let's go through the Pavlovian viral loop so you start off with the motivation. - So you need to figure out what the user wants to dio. - Uh, - you need to couple that with what you want the user to dio on and find that you know that - happy, - happy meeting point. - Then you have the trigger, - which is basically the prompts that makes the user taken action. - So the trigger is you know, - something pops up, - or there's a button sitting there that you know, - does exactly what they want to do. - You know, - any little thing could be a trigger. - Yeah. - Now the action is, - you know, - basically for the reasons of this class is all about, - you know, - importing contacts and then inviting contacts. - And that's that's basically what you want to do. - Outside of the kind of the borders of this class. - You can also talk about payment triggers and all that kind of stuff. - Then there's the reward, - which is an extremely important component in one that a lot of websites, - a lot of products forget about so it or don't do quite right. - So the reward is you've triggered the user to taken action. - They've taken the action. - Now you need to reward them very quickly after they take that action to reinforce that - behavior. - And so if the reward is too much delayed, - which in some cases, - you know, - say, - you know, - I invite my friends, - but then I have to wait to see if they join or not. - Then it really weakens the farther away. - That reward is from the action that you're trying to, - you know, - that that behavior you're trying to reinforce its gonna be a weaker connection, - even if logically, - the user might think in their mind. - Oh, - well, - I got this reward because I did this psychologically, - there's gonna be a weaker connection and thus a weaker reinforcement of that action that - you want them to keep taking. - So keep that in mind that you want to keep the reward is close to a squid Klay. - After that action as possible on then, - you know, - that's that's the whole point, - right? - So you reward that action, - and then you next time you hit them with the trigger, - there'll be much quicker to take that action because you've reinforced that. - They know that something good is coming when they when they click that button, - when they invite when they invite those people. - And so that's the Pavlovian viral loop. - You know, - is it served me very well on my product developments and a lot of projects over there over - the years. - So I hope it helps you 9. Core Human Motivations: - for this lesson. - We're on slide. - That says core human motivations. - I think a lot of times we get caught up in the beauty of our vision As founders, - you know, - we we think that people are gonna use our products because they're as excited about it as - as we are. - Uh, - and that's all well, - good. - And it's great that we're excited about our product, - but we need to be very riel about what excites people in life, - right? - So when we think about and this is again a simplification of probably a very nuanced - subject. - But when we think about what motivates human beings, - we've got to think about sex, - power, - money and the last and probably the least status and recognition. - And so, - very simply, - if we're not focusing on core human motivations in our product, - you know, - sex, - power, - money, - status recognition. - If we're not focusing on those core motivations, - it's gonna be very hard for us to get people to use our product, - get them to use with a lot. - Uh, - it's gonna be an uphill battle, - and there's definitely products out there that I've seen some success by hitting probably - lesser motivations. - But my biggest recommendation to you is trying to find some way that you're satisfying - those motivations and whatever your product is, - and you just have a much easier time building your user base and gaining revenue from your - business. 10. Top Triggers: - my body. - So many things clothe. - Okay, - So continuing on with the theme of me telling you all my secrets of my career, - what's made me successful? - Uh, - now I'm gonna tell you about triggers. - And so some of the greatest triggers that I've found to work with, - kind of this kind of trade buyer ality. - You know, - in my career they focused on a few, - many points, - and so let's go through them real quickly. - The first is access to information about so people are obsessed with themselves. - I find myself very interesting. - And so any time that the system knows something about me or about an object that I control - , - say, - real estate listing, - uh, - and the system knows it, - and I don't. - I'm very motivated to do anything the system wants me to do, - whether we invite friends or anything like else like that. - Pay to get that information. - Next one will be connection to users on the system. - So, - you know, - great thing about what, - 2.0, - in these kind of things is that each person has a presence on the system. - Now. - The system, - a lot of times is the only one that can connect these two, - these two users, - and so allowing when you have one user who wants to connect with another user for business - , - say on linked in for any other reason, - It's a great motivational point now, - the next one being, - you know, - something that also is very, - you know, - relevant to Web two point. - Oh, - so any of our systems you know, - most you guys in the audience probably have a system like this is where the user creates - some kind of content on your site again, - whether it's a personal profile or real estate listing or, - you know, - anything else, - a tumbler block, - right? - And so they create that personal content, - and now they want as many people as possible to see it. - So in that case, - you have a very motivated user who wants everybody to come to your website so you need to - allow them. - You need to capture that motivation by making it very push button, - press a couple buttons and invite everybody in the world that I've ever been in contact - with, - and it's gonna be great for your system, - and it is gonna make your user happy. - Last but not least, - on the top triggers that I have seen in my career is, - you know, - this is more in the e commerce spaces is the ability to get discounts to get a special deal - . - And so, - in a lot of cases, - it used to be That's okay. - You would spam your friends. - You know, - you invite 10 year friends and then you get something for free. - One way to take a little bit of that friction or a little moral dilemma out of the - situation is now a lot of systems say, - Oh, - well, - you're not, - actually, - you know, - spamming your friends just to get a discount, - you're you're sending them a discount to. - So you're not selling out your friends with 20%. - You're actually sending 10 friends or whatever, - 20% discounts. - And now you're the person bearing the gifts, - which, - you know, - gains you a bit of social capital in the eyes of your friends. - A supposed to selling out your friends and knowing them just to get 20% off. - So those are some of the top triggers that I've seen down your viral map. - You're gonna find some in your own product