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K因子指标解读

海外营销推广 Steven 4个月前 (03-23) 24次浏览 0个评论

 

如何做好病毒式营销并且提高你的K因子?

 

英文原文:

百度翻译一篇自英文文章。

 

1. Make it easy to share your app

That means integrating plenty of traffic drivers into the flow of your app – like giving users chances to ‘share their high score’ with friends, or making it easy for them to ‘invite a friend to play’.

Don’t make it difficult, or overly complicated (think multiple permissions or additional logins) for a user to invite a friend.

 

1让您的App分享变得简单

这意味着将大量的流量驱动程序集成到应用程序的流中——比如给用户机会与朋友“分享他们的高分”,或者让他们很容易“邀请朋友玩”。

不要让用户邀请朋友变得困难,或者过于复杂(考虑多个权限或附加登录)。

 

2. Incentivize the ‘inviter’ sending an invitation to the app

As rewarded videos have demonstrated, rewarding user action with in-game currency, discounts or other rewards can be very impactful. Create rewards to incentivize a user who signs up a friend to the app as well. If users send a special code or referral message to a friend to sign up to the app, it also makes it easy to measure which existing users invited the most converting users.

Strengthen this strategy by offering these traffic drivers at optimal times. For example, if a user just lost a life, offer them the chance to win 3 more by inviting a friend to install the app.

 

2激励“邀请方”向应用程序发送邀请

正如奖励视频所展示的,用游戏中的货币、折扣或其他奖励奖励用户的行为可能会非常有影响。创造奖励,激励用户谁注册朋友的应用程序和。如果用户向朋友发送特殊代码或推荐消息以注册应用程序,也可以很容易地测量哪些现有用户邀请了最具转换功能的用户。

通过在最佳时间提供这些交通司机来加强这一战略。例如,如果用户刚刚失去生命,请他们通过邀请朋友安装应用程序,为他们提供更多赢得3次的机会。

 

3.  Incentivize the ‘invitee’

Existing users are more likely to refer their friends to an app if there is also a reward for the invitee – they’re giving their friends a valuable reward – so adding a reward for the invitee as well as the inviter is another way to increase your K Factor.

So, provide new users with a reward for installing, but ensure that the reward is meaningful to them at the time of download. For example, they may not yet understand the value of ‘10 coins’ in-app, as they haven’t played the game yet.

Instead, offer them an exciting premium feature – such as a new character or sword – as a discount on in-app purchases that they can use once they start playing. Everyone understands the value of 50% off! Let the new user know that their friend also gets rewarded if they install the app.

三。激励“被邀请者”

如果邀请方也有奖励,现有用户更可能将朋友推荐到应用程序中——他们给朋友一个有价值的奖励——因此,为被邀请者和邀请方添加奖励是增加K因子的另一种方式。 

因此,为新用户提供安装奖励,但确保下载时的奖励对他们有意义。例如,他们可能还不了解应用程序中“10枚硬币”的价值,因为他们还没有玩游戏。

相反,为他们提供一个令人兴奋的高级功能,例如新角色或剑,作为在应用程序购买的折扣,他们可以使用一旦他们开始玩。大家都明白五折的价值!让新用户知道,如果他们安装了这个应用程序,他们的朋友也会得到奖励。

 

4. Work on the product

The easiest way to get your app to go ‘viral’, is to make a great app! This sounds obvious, but if your app is really useful for users, or a game that users just love, they are more likely to share it with their friends. Invest the time into making the product the best it can be.

 

4产品工作

让你的应用程序“病毒”的最简单的方法就是制作一个很棒的应用程序!这听起来很明显,但是如果你的应用程序真的对用户有用,或者是用户只喜欢的游戏,他们更可能与朋友分享。花时间让产品尽可能地好。

 

5. Reach the right audience

Once you begin to understand your K Factor, use the information to optimize your UA spend. Once you know what kind of users drive your K Factor, you can adjust your campaign spend to go after them. For example, perhaps you see that female users in Mexico have an average K Factor of 1.8, and female users in Germany have a K Factor of 1.2. Your ad spend would be best directed to UA to the first group, as they will bring in more organic users. Remember, K Factor is the interest on your UA spend, so make it count!

5接触到合适的观众

一旦你开始了解你的K因素,使用这些信息来优化你的UA支出。一旦你知道什么样的用户驱动你的K因素,你可以调整你的竞选支出,以追求他们。例如,也许你会看到墨西哥女性用户的平均K系数为1.8,而德国女性用户的K系数为1.2。你的广告支出最好直接给UA到第一组,因为他们会带来更多的有机用户。记住,K因素是你UA花费的兴趣,所以要算上它!

 

 

案例分析-AARRR中的K因子分析:

下面介绍如何使用AARRR设置和一些关于转换和CLV的假设数字来计算引用的值。是的,我们知道一些数字可以说是相当乐观的。

在本例中,我们从左列的内容引用开始。

1000人将潜在地看到和行动的平均内容推荐。
1%是分享内容的转化率,这意味着1000个人中有可能看到分享内容的人中,有10个人将进入获取阶段。从这里开始,产品的开发过程就开始了。
网站上1%的访问者将在产品激活阶段开始产品试用。
50%开始试用产品的人将成为付费用户。
1000美元是平均付费用户的用户终身价值。
5名付费客户的朋友或同事看到产品介绍,并被邀请试用该产品。
50%的被邀请的朋友或同事会尝试产品,这是非常高的。

K因子指标解读

英文原文:

 

Here is how you can calculate the value of a referral using the AARRR set-up and some hypothetical numbers on conversions and CLV. And, yes, we are aware some numbers are pretty optimistic so to speak.

In this example we start with the Content Referral in the left column.

  1. 1000 people will potentially see and act on the average content referral.
  2. 1% is the conversion rate for shared content, which means out of 1000 people who potentially see the shared content, 10 individuals will enter the Acquisition stage. From there on the road to revenue follows the Product Journey.
  3. 1% of the visitors on the website will start a product trial in the Product Activation stage.
  4. 50% of the people who started the product trial will become a paying customer.
  5. $1000 is the Customer Lifetime Value of the average paying customer.
  6. 5 Friends or colleagues of the paying customer see the Product Referral and are invited to try the product.
  7. 50% of the invited friends or colleagues will try the product, which is very high.

 

 

 

 

参考的资料:

 

 

#产品运营

 

K因子

 

https://en.wikipedia.org/wiki/K-factor_(marketing)

 

https://www.is.com/community/blog/resources/what-is-kfactor/?redirected=true

 

https://www.adjust.com/blog/measuring-k-factor/

 

 

https://www.adjust.com/zh/blog/measuring-k-factor/

 

参考资料:

 

https://medium.com/@adjblog/basic-overview-of-k-factor-in-viral-growth-models-for-your-startup-2ee641b04bfb

 

https://www.alexanderjarvis.com/model-viral-growth-startup/

 

 

 

K-factor (marketing)

From Wikipedia, the free encyclopedia

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In viral marketing, the K-factor can be used to describe the growth rate of websites, apps, or a customer base. The formula is roughly as follows:[1]

{\displaystyle i={\text{number of invites sent by each customer }}} (e.g. if each new customer invites five friends, i = 5)

{\displaystyle c={\text{percent conversion of each invite }}} (e.g. if one in five invitees convert to new users, c = .2)

{\displaystyle k=i*c}

This usage is borrowed from the basic reproduction number in the medical field of epidemiology in which a virus having a k-factor of 1 is in a “steady” state of neither growth nor decline, while a k-factor greater than 1 indicates exponential growth and a k-factor less than 1 indicates exponential decline. The k-factor in this context is itself a product of the rates of distribution and infection for an app (or virus). “Distribution” (i) measures the average number of people a host will contact while still infectious, and “infection” (c) measures how likely an average person is to also become infected after contact with a viral host.[2]

Social K-factor Defined

With the advent of social media, a new evolution to the K-factor concept has emerged. The Social K-factor is an indicator of how viral a website is when content is shared from the website onto social media. It is a function of the Social Coefficient, which determines how fast content is spreading through social sharing, and the Sharing Ratio, a measure of how often your content is likely to be shared. [3]

As visitors to your website share your website’s content on their social networks, the content can go viral because the social media posts attract new visitors who then share more content. The Social K-factor measures the lift delivered from social sharing. [4]

References[edit]

  1. ^ Skok, David (6 December 2009). “Lessons Learned – Viral Marketing”. For Entrepreneurs. Retrieved 26 May 2014.
  2. ^ Lee, Yee (15 January 2008). “The Four Viral App Objectives (a.k.a., “Social network application virality 101″)”. FrameThink. Retrieved 26 May 2014.
  3. ^ Jagannathan, Anand (27 April 2017). “The Social K-factor: Tracking Viral Growth in a Social World”. Engage.Social. Retrieved 23 June 2017.
  4. ^ Jagannathan, Anand (27 April 2017). “The Social K-factor: Tracking Viral Growth in a Social World”. Engage.Social. Retrieved 4 July 2017.

This marketing-related article is a stub. You can help Wikipedia by expanding it.

Categories:

  • Viral marketing
  • Marketing stubs

 

 

 


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