Jos kirjoittaisin seuraavan kirjan kasvusta, niin se nimi olisi ”Growth 101”. Siinä olisi sata ja yksi tarinaa kasvusta. Instagram olisi yksi niistä kirjoista.
Minkälainen kirja oli?
”No Filter”-kirja on tarina kuinka tutkia uutta teknologiaa ja oppia sieltä liiketoimintamahdollisuuksia.
Mitkä ovat kirjan keskeiset ideat?
Kuinka monella Instagramin käyttäjällä on yli 50 000 seuraajaa? Yli 200 miljoonalla käyttäjällä (Lähde: Dovetale)
Mikä on Instagramin liikevaihto? 20 miljardia dollaria vuonna 2019. Se on hieman vähemmän kuin Nokian liikevaihto.
Haluatko kehittää menestyvän sovelluksen? Tee näin:
1. Hanki läjäpäin käyttäjiä
2. Hanki brändejä hyödyntämään sovellustasi.
3. Hanki julkkiksia promoamaan sovellustasi.
4. Hanki asema, jolla olet osa valtavirtaa. (Siegler/TechCrunch)
Mikä on Instagramin kasvukaava?
iPhonen kamera + 3G-verkot + Facebookin/Twitterin käyttäjät = 1 miljardi käyttäjää
Mikä teki Instgramista erikoisen? Suodattimet, joilla sait kuvasi eläväiseksi
Mikä sovellus pitäisi ensimmäiseksi tehdä kun tulee uusi teknologiamurros? iFart ja Bikini Blast
Miten Instagram syntyi? Kuvat ja niiden suodattimet tekivät IG:n. “Krieger and Systrom started the exercise by making a list of the top three things people liked about Burbn. One was Plans, the feature where people could say where they were going so friends could join them. Another was photos. The third was a tool to win meaningless virtual prizes for your activity, which was mostly a gimmick to get people to log back in. Not everybody needed plans or prizes. Systrom circled “photos.” Photos, they decided, were ubiquitous, useful to everybody, not just young city dwellers.
It was the culture that drove homepage leader Marissa Mayer, who later became CEO of Yahoo!, to famously test 41 shades of blue to figure out what color would give the company’s hyperlinks the highest click-through rate. A slightly purpler blue shade won out over slightly greener shades, helping boost revenue by $200 million a year. Seemingly insignificant changes could make a huge difference when applied to millions or billions of people.
Soon after, he tested his work on a photo he took of a sandy-colored dog he came across in front of a taco stand. The dog is looking up at Schuetz, whose sandaled foot appears in the corner of the shot. And that, on July 16, 2010, was the first-ever photo posted on the app that would become Instagram.
She was pulling together a conference focused on mobile photography, called “1197,” after June 11, 1997, the day the first camera-phone photo was shared.
Miten Facebook voitti Instagramin luottamuksen ja pääätyivät yritysjärjestelyyn? Instagramin perustajille luvattiin täydellinen itsenäisyys, mutta suuren yrityksen tuki.
Kannattiko Instagramin myydä itsensä? Kyllä – todennäköisesti eivät olisi pystyneet niin nopeasti kasvamaan tai ainakin kilpailijat olisivat saaneet mahdollisuuden kasvaa yhtä nopeasti ilman Facebookin tukea.
Obs…. vain mobiilisovellus…. siihen aikaan kova juttu…. Even though it was a mobile-only product, it didn’t make any money and, in Facebook’s opinion, wasn’t big enough to start.
Kasvu oli Facebookin ”moral mission” ja kaikki perustui personointiin, joka rahoitettiin myymällä yksiklötasolle vietyyn mainontaan. Kauniit kuvat ja hyvä pössis olivat Instagarmin ”moral mission” eikä mikään muu.
Mikä tästä tarinasta tekee erikoisen? Kuinka kasvattaa start-uppia start-upin sisällä.
Facebookin erikoisuus on, että kuka tahansa pääsee käsiksi FB:n koodikantaan, joka periaatteessa mahdollistaa uusien ominaisuuksien vienti tuotantoon joka sekunti.
Growth 101…. Krieger and Systrom started to understand the strengths of their position: they could learn all of Facebook’s tricks, and then they could understand the pros and cons of those moves by looking at how Facebook’s own product had succeeded or failed. Then, hopefully, they could decide to take a different path if they thought it necessary.
Facebook tarjosi Instagramille pääsyn moderointiin, käännöksiin, erilaisiin työkaluja kuten poistumasovellus (Retention tool).
Kirjan perusteella on selvää, että IG keksittiin vasta FB:n sisällä:
1. The biggest was “community first,” meaning all their decisions should be centered around preserving a good feeling when using Instagram, not necessarily a more fast-growing business. Too many notifications would violate that principle.
2. Then there was “simplicity matters,” meaning that before any new products could roll out, engineers had to think about whether they were solving a specific user problem, and whether making a change was even necessary, or might overcomplicate the app. It was the opposite of Facebook’s “move fast and break things,” where building for growth was valued over usefulness or trust.
3. There was also “inspire creativity,” which meant Instagram was going to try to frame the app as an artistic outlet, training its own users and highlighting the best of them.
4. Systrom needed to follow Zuckerberg’s thesis, that moneymaking should come only after the network had staying power.
• Facebook started out with text;
• Instagram started out with photos.
• The next generation of social apps was all about video. <= TikTok
Ensimmäinen mainosmyyntioperaatio toteutettiin vasta loppuvuonna 2013 Michael Korsin kanssa.
Miten kasvaa IG;ssä?
• There were some ways to manipulate the system. There was still a “Popular” page, showing what was trending on the app.
• There were hashtags, via which people could discover others they weren’t following.
Edut olla osa Facebook-konsernia:
• Finding talented employees was easy, as a good portion of the team had worked at Facebook previously and transferred over.
• New product features could be spun up quickly too because whatever code Facebook built, Instagram could borrow and customize like a template.
• Facebook’s growth team knew all the tricks to help Instagram get to 1 billion users one day. If Instagram wanted to be as big as Facebook, they could copy the strategy.
Osa kasvukaavaa oli hankkia ja kasvattaa uusia somevaikuttajia:
”She made a list of 500 of them, then asked Facebook data scientists for help understanding their impact. They found that about a third of Instagram’s user base followed at least one of the people on her list. Perle, like Porch, thought that Instagram should have a role in creating future mainstream celebrities—and that it would be important to build relationships with the ones who hadn’t quite become stars yet but had high interest from their audiences. Short of paying them, she could be behind the scenes boosting their careers, giving them a good feeling about continuing to post, maintaining Instagram’s relevance among teens.”
Lukuvinkki: A. G. Lafley – “Playing to Win”.
Miksi Snapchat on suosittu? “It turned out stars had the same trouble teens did: they didn’t want to overload their followers or post things that would last forever.”
Snapillä ja IG:llä oli paljon samaa julkisuuden henkilöiden peliä kuin Twitterillä. Mutta kirjan ehdottoman tylsimpiä osioita on Snapchatin ominaisuuksien kopioinnin kanssa painiminen. Se olivat tylsää selostusta. Tuoteominaisuuksien kanssa olisi vain pitänyt toimia. ”Just do it!”
Vaalit ja sosiaalinen media:
• In the internal paper, the employee explained that Trump had outspent Clinton between June and November, paying Facebook $44 million compared to her $28 million. And, with Facebook’s guidance, his campaign had operated like a tech company, rapidly testing ads using Facebook’s software until they found the perfect messaging for various audiences.
• Trump’s campaign had a total of 5.9 million different versions of his ads, compared to Clinton’s 66,000, in a way that “better leveraged Facebook’s ability to optimize for outcomes,” the employee said.
• Most of Trump’s ads asked people to perform an action, like donating or signing up for a list, making it easier for a computer to measure success or failure. Those ads also helped him collect email addresses. Emails were crucial, because Facebook had a tool called Lookalike Audience. When Trump or any advertiser presented a set of emails, Facebook’s software could find more people who thought similarly to the members of the set, based on their behavior and interests. Clinton’s ads, on the other hand, weren’t about getting email addresses. They tended to promote her brand and philosophy. Her return on investment would be harder for Facebook’s system to measure and improve through software. Her campaign also barely used the Lookalike tool.
TV-mainonta ja Facebookin mainosmyynti:
• The first problem was about how Facebook fit into its users’ days. While people spent an average of about 45 minutes per day on Facebook, known internally as the “big blue app,”
• They were doing so in short sessions—an average of less than 90 seconds per sitting, according to an internal data analysis.
• They were not lounging with Facebook on their couches so much as they were checking it at bus stops, in line for coffee, and on toilet seats. That was a problem if Facebook wanted a bigger chunk of the most valuable advertising market: television.
• 28 minuuttia….. One night around dinnertime, he messaged Develin, saying he’d come up with a time-spent estimate for Instagram for the second half of 2017. He expected each user would spend about 28 minutes a day on the app.
• Because Facebook’s average revenue per user was so much higher, any minutes spent on Instagram instead of Facebook would be bad for the company’s profitability, he argued. Systrom disagreed. “This is not Instagram taking away from the Facebook pie to add to the Instagram pie,” he said in their Monday morning leadership meetings. “The total pie is getting bigger.”
a different kind of covert manipulation, driven not by politics but by economics: influencer advertising on Instagram.
• It started with a paisley-patterned dress. Lord & Taylor, a retailer, paid 50 different fashion influencers on Instagram between $1,000 and $5,000 to wear the same blue-and-orange dress on one weekend in 2015. Using captions approved by the company, the influencers had to include the hashtag #designlab and tag @lordandtaylor. But importantly, they didn’t have to say they were paid.
Instagramin suurin vaikutus kansantalouksiin on, että he jos kukaan synnyttivät vaikuttajamarkkinoinnin – new economy of influence.
Toisaalta on laskettu, että IG on välillisesti tai välittömästi aiheuttanut ainakin 259 kuolemaa. ”Several of them cited a study that logged 259 deaths during attempted selfies between 2011 and 2017, mostly by people in their early twenties taking unnecessary risks.”
Irrationaalisia, mutta differoivia tuotepäätöksiä: “It would be a few more years before Instagram took its next big swing at addressing feelings of inadequacy on the site, with a test removing like counts in 2019.
• At the end of 2019, Instagram announced that it would stop letting people see the like count on other users’ photos. Results from a months-long test of the change showed positive effects on behavior, though Instagram wouldn’t say exactly what the effects were. The like hiding, Adam Mosseri explained, was intended to reduce the inadequacy users feel when they compare their success to others, “to try and make Instagram feel less pressurized, to make it less of a competition.”
• The app also started telling users when they’d seen all the new posts in their feed, so they could stop scrolling. Both moves were praised by the media and celebrities. Instagram seemed to be standing up for the well-being of its community.
Kasvustrategiasta: “All they had to do was follow Facebook’s playbook and adopt some of the strategies they’d been so careful about avoiding, like sending more frequent notifications and suggestions to users about who else they should follow. Those moves, some of which had seemed tasteless in the past, instantly sounded a lot more reasonable now that Instagram’s trajectory was threatened. Instagram had long been able to scoff at Facebook’s growth tactics, because Facebook had made growth easy for them. Ironically, in an act of competitive defiance against their own parent company, they ended up doing what Facebook had always advised.”
Mitä meidän pitäisi tehdä kirjan perusteella?
Tee some-strategia, jossa tavoittelet seuraavia asioita:
• Facebook is for getting likes,
• YouTube is for getting views,
• Twitter is for getting retweets,
• Instagram is for getting followers.
Mitä minun pitäisi itse tehdä?
Kasvu tuo on merkityksellisyyttä ihmisille ja yrityksille.
“Rivalry causes us to over-emphasize old opportunities and slavishly copy what has worked in the past,” venture capitalist and Facebook board member Peter Thiel wrote in his 2014 book Zero to One, which Systrom asked all his managers to read.”
“Competition can make people hallucinate opportunities where none exist.”