Ok. K factor is interesting. But it is a symptom. K factor can tell you if you have succeeded in building a viral product, but it doesn’t tell you what you need to do in order to do that. Before you launch, talking about your K factor is useless. Instead, before you launch, talk about how you design that product that will have a K factor greater then 1, aka a product that will go viral.
Lee’s 4 viral app objectives provide a great starting point for thinking about virality. I want to rephrase and fine tune them some to reflect the contemporary games environment. First, let me add a fifth element:
Now that we understand how games such as Farmville work their way into the daily rituals of casual users, how do we maintain these relationships for the long haul? More to the point, as games lose their initial appeal, how do we reignite interest, creating reliable dependence from the casual user?
So K factor gives us a measure for virality.
In order to increase your K Factor:
1. Increase your carriers
2. Be highly social
3. Be highly contagious
4. Keep the carriers infected
5. Reinfect your “recovered” carriers.
Not clear enough yet? Don’t worry. I’ll review and expand on these in the next post.