If you haven't made it easy to spread your message (about YOU, your PRODUCT, your COMPANY), and made it obvious that the community is visibly spreading this information around... you're doing it wrong.

1. Emergence:
Get with it...
...or fade away...
Dan Keldsen - Co-founder @

2. But First... What is Emergence to
YOU?

3. Do you make it easy for...
Customers
Employees
Partners
Press
To plug in - and spread
the word?

4. Are you giving people
food for thought?
Disgusting food?
Meat for vegans?
Cows for hindus?
Tasty food?

5. You won’t GET
feedback, unless
you PROVIDE
feedback
MECHANISMS...

6. Cream rises to the
top, automagically,
but how can YOU
improve the odds
that your creamy
meme will grow?

7. Luck is not a strategy
Stack the deck

8. After all...
The meme just might be YOU...

10. Loops & Emergence

11. Source: www.gapingvoid.com/0804enrich.jpg

12. OODA loop
Observe
Orient
Decide
Act
Source: www.thefabricator.com (graphic)
Col. John "40 second" Boyd, USAF (model)

13. Wiki Adoption Loop
From “Organisational Wiki Adoption” by Mike Cannon-Brookes (Atlassian) @ http://www.slideshare.net/mcannonbrookes/organisational-wiki-adoption/

14. The Knowledge Chain
Awareness
Responsiveness
External Internal
Source: Carl Frappaolo, “Exec Express Knowledge Management,” Capstone, 2006

15. Real flow...
Analysis by RockYou!
(makers of SuperWall and other apps for Facebook, MySpace, etc.)

16. Metrics for viral loop
Call to action to
User invite friends
x = invited
friends
Yes
Accept?
y% = accept rate
No
x * y > 1 gives you viral growth!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

17. 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”

18. Use multiple flows and channels
Install flow
–x = 5
–y = 10%
–Viral factor = 5 * 0.1 = 0.5 0.5 + 0.3 + 0.3 = 1.1
Engagement flow, invite channel VIRAL!!!
–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
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

19. Supplement with Ads
Install flow
–x = 5
–y = 10% 0.5 + 0.3 = 0.8
–Viral factor = 5 * 0.1 = 0.5 NO GROWTH
Engagement flow, invite
channel Paid ad for 30% additional flow
Growth factor = 0.3
–x = 3 (invites)
–y = 10% (acceptance rate for
invites) 0.5 + 0.3 + 0.3 = 1.1
–Viral factor = 3 * 0.1 = 0.3 GROWING!!!
Source: rockyou! “Arch Viral - Creating Social Apps for Social Platforms”

20. It’s total chaos!
Magnification of Small Effects
Malcolm Gladwell
Connectors, mavens, salesmen
Lorenz’ Butterfly
Welcome back to the 60s and
90s!

21. Start Shareability
Show Signs

22. WordPress › Add to Any Share/Save/
Bookmark Button « WordPress Plugins

23. Create connections
(Hint: Keywords for multiple audiences)
SnapShot of
johnmccain.com (rank #56,772),
barackobama.com (#842) - Compete

24. Don’t underestimate the power of the
Dark Side... er, of recommendations...

25. YouTube provided 500% online video
penetration for Google
Worth the price?
Why was YouTube so much more successful?

26. The Rise and Fall
There goes MySpace...
Why has Facebook taken off?
And why is MySpace falling down?

27. Twitter
Ripe for Experimentation

28. Tweeting Through the Ranks and
Followers | O2S Media

29. TwitterCounter Stats
Top 10 Leaderboard
multiplication
Magic of

30. Mmm...
Power Laws

31. Show Me The Social!

32. Blip the Blip

33. Show the Badge

34. Make it visible

35. Reward the Rewarders
(Double the Reward)

36. Make it easy to grow the network
And... easy to REMOVE...

37. 5,566
4,355
5,917
9,423

38. Slideshare Sharing

39. Feedback for Friendly Folks
Uservoice.com
(one of several choices for hosted feedback)

40. The (Social) Network
Effect

41. LinkedIn - My First Few Months
March
2004

42. A Year Later

43. 5 Years Later

44. My LinkedIn network as of:
March 16, 2009

45. The Power of a Retweet
(twitip.com)

46. Retweet Influence = Tunkrank
Source: The Noisy Channel (Daniel Tunkelang - Endeca)
Pagerank for Twitter
(I’ll take his word for it!)

47. Tunkrank.com
Ego booster
For the geeks
To spread the meme

48. Retweetrank.com

49. Power of Network to Give?
Mike Volpe of
HubSpot
(@mvolpe)
Dan Keldsen
(@dankeldsen)

50. From Gaming
iPhone Apps/Games

51. iDracula - iPhone App
No leaderboard - how do I compare?

52. Zombie Attack! - iPhone App
Leaderboard *AND* My Top Ten

53. Wrapping up

54. Are you, your site and your content...
Magnetic?

55. Is your site engaging?
Or purely...

56. Make engagement
stronger by giving
users the tools to
MAKE CHANGE
HAPPEN

57. If you DO NOT support emergence
inside and outside your company...
You’re doing it
wrong

58. Does Feedback Make an Impact?

59. Negative Feedback Works Too!

60. What do YOU think?

61. Does Emergence still mean the same
thing to you?

62. Incredibly useful
reading

71. DOW
NLO
www AD/V
.slide IEW
shar AT:
dan.
keld e.net/
sen/
Let’s Discuss...
Dan Keldsen
Co-founder @ Information Architected, Inc.
dk<at>InformationArchitected<dot>com
www.BizTechTalk.com
www.linkedin.com/in/dankeldsen
twitter.com/dankeldsen