Steve Cheney, GroupMe, SMASH summit Presentation

1. Customer Acquisition via Group Mechanics Steve Cheney

3. Privacy & Reverse Network Effects

4. “Unregistered” Unlogged in User?

5. Incredible Retention & Engagement

6. Downstream User Effects from Brands

7. Real Life Groups of Friends Lollapalooza Friends NYC Pals Ex- Coworkers College Buddies

8. Private Group Conversations GroupMe facilitates immediate & real-time conversations across technological & geographic boundaries Group Invitee SMS Katy: On my way! Btw, love her app – listening to all her songs! Sally: Hey girls! Check out this Taylor app! And we can all chat using this group. From: (720) 399-5413 You've been added to a group named Taylor Swift with Sally. Reply to chat! Jackie: Yes! So pretty! Katy, wanna come over to my place to watch? I just got home. From: (720) 399-5413 You've been added Jess: Amazing! Are you watching her at the VMA’s right now?

9. Public Network Virality!

11. Small private groups have higher relevancy, more authenticity, but less external sharing

13. Humans Get Together in Small Groups… Online… and Offline 5 8 <10

14. We’re Heavily Influenced by the People Around Us

15. Influence in Groups Die-hard fans and evangelists bring their friends into a conversation Outer Circle: Casual NFL Fans Inner Circle: Die-Hard NFL Fans & GameAttendees Fans on GroupMe

16. Friends Extend Trust to Brands GroupMe Model YourBrand

17. GroupMe Engagement Loop Brand Engagement in Small Groups Works! Brand generated messages Broadcasted message User generated messages Receive message Action Send Message User generated message

18. Don’t Conflate Retention w/ Engagement % Groups Active* Over 25% groups active during show broadcast

20. Cater to, not against, social conformity and group psychology

21. Groups can be used to positively impact your viral cycle times, engagement and retentionYour App

22. Thank You