Chapter 7

Virality

This chapter, “Virality,” discusses the means through which a product is adopted by existing users. Virality is difficult to instigate, but it can be facilitated through the specific product development strategies that are outlined in the chapter. The chapter begins with an introduction to the concept of virality, focusing on the benefits of compounded virality and the correlation between retention and virality. The chapter then advances into a description of the formal techniques that can be used to calculate virality, either through a high-level, “global” coefficient that describes the degree to which the entire user base grows through viral channels, or by an individual coefficient that describes how many users each user, ...

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