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Okay. So another tactic I want to talk about is the so-called refer a friend or social referrals. And this
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is based on a case study of an app called Robinhood.
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So Robinhood is an app that theoretically allows you to have commission free trading.
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So when they launched in Beta they had a sort of pre-release version where they told people you can have
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early access to this app to give it a spin or try it out.
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And the way that they built their email list was quite unique.
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What they said was that once you've given your details you'll email e.t.c. saying that I'm interested
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in getting early access to this app,
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they show you this page where it gives you an idea of where in the queue you are
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in order to get this app download. So there's 400,000 people ahead of you
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and 28 people behind you.
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And that makes it really easy for you to visualize this gigantic
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queue. As far as I know these numbers are real.
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And so firstly there's a massive amount of social proof. My god! Almost half a million people want
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to download this app.
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And I like way at the back of the queue. When am I ever going to be able to get there to get this amazing
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fantastical app?
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Well they tell you the idea is that if you're interested in priority access then you can refer your
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friends. The more friends that join the queue the sooner you get access.
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So essentially this is like that exclusive club where if you're able to bring a bunch of hot girls you
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can skip the queue and get into the club ahead of all the people who are queuing.
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So they give you a whole bunch of ways that you can share your unique link and they track how many people
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have joined because of you
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and then you will see yourself moving ahead of the queue.
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Now this is a very intelligent way of going about email collection because first you demonstrate social
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proof i.e. there's a massive amount people who want this thing that you want so they don't feel stupid
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for just giving you that email.
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And it will make them want access to your app even more.
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The second thing is that you encourage people to take action in the moment because we are now also used
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to fast food, fast cars,
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we want everything immediately. And this whole idea capitalizes on that need for immediate gratification.
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Because as soon as you tell somebody you can't have something, what are they going to want?
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They're going to want it even more and they're going to want it right now.
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And you can use that psychology in your advantage by getting them to do something, to perform an action.
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In this case it's tweeting about it, sharing about it, essentially getting a network effect. And the number
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of times when we've seen network effects in either you know downloads of our product or pledges to Kickstarter
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or whatever, it's always you know this massive J-curve. And it's like you know if one person shares it
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to five people and five people share to another five people, you see this exponential growth
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that you just can't get by targeting everybody individually.
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Your social circle is only so big and
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you only have so much budget to put on advertising.
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So leveraging the social network effect is immensely powerful.
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Now if you want to implement this for your own app there's actually a product called Maître which helps
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you implement this kind of social queuing.
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And since Robinhood I've seen a number of products that have done this quite effectively.
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So especially when you're in the build up phase, when you're not ready to release your app to release
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your product, this can be a really really good way of getting those initial users.