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All aboard? Turning users into active users
All aboard?
Turning users into active users
by Josh Elman (@joshelman)
What’s on Tap
• Hashtag for Questions: #chirponboard
• Who’s this guy?
• What is a “user”?
• Making a ladder of engagement
   • Curious -> Casual -> Committed
• Getting your committed users to help
Josh Elman / @joshelman
• Joined Twitter in October (before half the company)
• Product Manager for Onboarding
• Before Twitter:
   • Worked on and launched Facebook Connect
   • Product at Zazzle and LinkedIn
   • Wrote some Windows apps
What is a user?
Someone who Tweets?
All aboard? Turning users into active users
Consumer
Consumer   Producer
Consumer   Producer
Becoming a regular

•Do you visit every day or more?
•Do you visit on your own?
•Is this site/app “top of mind”?
Engagement is
not a binary
value


                credit: Marcus Q on Flickr
Have questions about users?
Have questions about users?




ASK THEM!
Have questions about users?

location U.S. only
 contact opt-in for email
 history signed up > 30 and < 60 days ago
 activity logged in 10+ days of the past 30
missing no logins first 7 days
         (excluding signup on first day)
Making a ladder of engagement
All possible users

           Your
           users
All aboard? Turning users into active users
committed

 casual

 curious
committed

 casual

 curious
magnets, hooks, & glue
All aboard? Turning users into active users
All aboard? Turning users into active users
All aboard? Turning users into active users
How?
×
How?

Why?
All aboard? Turning users into active users
All aboard? Turning users into active users
All aboard? Turning users into active users
Pay attention
 outside too
All aboard? Turning users into active users
FOLLOW US BY TEXTING 40404 WITH:



twitter.com
FOLLOW US BY TEXTING 40404 WITH:



twitter.com   SevillaTapasSD
committed

 casual

 curious
credit: snowpeak on Flickr
There are two types




                                      credit: infomatique on Flickr
of people in this world:
Those who finish what they
start
@lisarahmat — 1:45am Jan 26th, 2010
Home Profile Find People Settings Help Sign out



                                                                                                       stoptest7
What’s happening?                                                               140                    0 tweets

                                                                                              0            0         0
                                                                                              following followers listed


                                                                             Tweet                Twit!Vid
                                                                                                  n. a simple video sharing
                                                                                                  option for your tweets.

Home
                                                                                              Home

                                                                                              @stoptest7
       What to do now:
                                                                                              Direct Messages                 0
       1. Tell us what you’re doing in the box above
                                                                                              Favorites
       2. Find some friends and follow what they’re doing
       3. Turn on your mobile phone to update your friends on the go                          Retweets

                                                                                              Search

                                                                                              Lists

                                                                                              Trending: Worldwide

                                                                                              Following

                                                                                                    RSS feed



    © 2010 Twitter   About Us   Contact   Blog   Status   Goodies    API   Business   Help   Jobs     Terms    Privacy
I have captured the epitome
of despair.
          @trammell — 3:15pm Oct 26th 2009
Home Profile Find People Settings Help Sign out



                                                                                                       stoptest7
What’s happening?                                                               140                    0 tweets

                                                                                              0            0         0
                                                                                              following followers listed


                                                                             Tweet                Twit!Vid
                                                                                                  n. a simple video sharing
                                                                                                  option for your tweets.

Home
                                                                                              Home

                                                                                              @stoptest7
       What to do now:
                                                                                              Direct Messages                 0
       1. Tell us what you’re doing in the box above
                                                                                              Favorites
       2. Find some friends and follow what they’re doing
       3. Turn on your mobile phone to update your friends on the go                          Retweets

                                                                                              Search

                                                                                              Lists

                                                                                              Trending: Worldwide

                                                                                              Following

                                                                                                    RSS feed



    © 2010 Twitter   About Us   Contact   Blog   Status   Goodies    API   Business   Help   Jobs     Terms    Privacy
Home Profile Find People Settings Help Sign out



                                                                                                       stoptest7
What’s happening?                                                               140                    0 tweets

                                                                                              0            0         0
                                                                                              following followers listed


                                                                             Tweet                Twit!Vid
                                                                                                  n. a simple video sharing
                                                                                                  option for your tweets.

Home
                                                                                              Home

                                                                                              @stoptest7
       What to do now:
                                                                                              Direct Messages                 0
       1. Tell us what you’re doing in the box above
                                                                                              Favorites
       2. Find some friends and follow what they’re doing
       3. Turn on your mobile phone to update your friends on the go                          Retweets

                                                                                              Search

                                                                                              Lists

                                                                                              Trending: Worldwide

                                                                                              Following

                                                                                                    RSS feed



    © 2010 Twitter   About Us   Contact   Blog   Status   Goodies    API   Business   Help   Jobs     Terms    Privacy
Home Profile Find People Settings Help Sign out



                                                                                                       stoptest7
What’s happening?                                                               140                    0 tweets

                                                                                              0            0         0
                                                                                              following followers listed


                                                                             Tweet                Twit!Vid
                                                                                                  n. a simple video sharing
                                                                                                  option for your tweets.

Home
                                                                                              Home

                                                                                              @stoptest7
       What to do now:
                                                                                              Direct Messages                 0
       1. Tell us what you’re doing in the box above
                                                                                              Favorites
       2. Find some friends and follow what they’re doing
       3. Turn on your mobile phone to update your friends on the go                          Retweets

                                                                                              Search

                                                                                              Lists

                                                                                              Trending: Worldwide

                                                                                              Following

                                                                                                    RSS feed



    © 2010 Twitter   About Us   Contact   Blog   Status   Goodies    API   Business   Help   Jobs     Terms    Privacy
All aboard? Turning users into active users
All aboard? Turning users into active users
All aboard? Turning users into active users
Art & Design    Music
Books           News
Business        Politics
Charity         Science
Entertainment   Sports
Family          Staff Picks
Fashion         Staff Picks for Haiti
Food & Drink    Technology
Funny           Travel
Health          Twitter
All aboard? Turning users into active users
All aboard? Turning users into active users
New flow




step 1




         step 2
New flow
                           with one extra step




step 1




         step 2




                  step 3
New flow
                           with one extra step

                           +29%
                           increase in users who
                           completed the flow

step 1




         step 2




                  step 3
Your interface
 tells a story
All aboard? Turning users into active users
All aboard? Turning users into active users
Mint.com   LinkedIn
All aboard? Turning users into active users
committed

 casual

 curious
Getting your committed users to help
All aboard? Turning users into active users
FOLLOW US BY TEXTING 40404 WITH:



twitter.com
FOLLOW US BY TEXTING 40404 WITH:



twitter.com   SevillaTapasSD
All aboard? Turning users into active users
All aboard? Turning users into active users
All aboard? Turning users into active users
All aboard? Turning users into active users
New users are 3x
more likely to add
friends if they are
suggested
New users are 3x
more likely to add
friends if they are
suggested
Dormant users 4x
more likely to re-
engage if given social
motivation
Source: rapleaf.com
“



Good design isn’t about making
decisions for your users, it’s
about making those decisions
irrelevant.
@rands — 11:12am Feb 16th 2010




                                 credit: nerovivo on Flickr
All aboard? Turning users into active users
Closing Thoughts
Closing Thoughts
1. Measure the right things - regular users
Closing Thoughts
1. Measure the right things - regular users
2. Never hesitate to ask your users
Closing Thoughts
1. Measure the right things - regular users
2. Never hesitate to ask your users
3. Lean on your committed users - they love you
already
Closing Thoughts
1. Measure the right things - regular users
2. Never hesitate to ask your users
3. Lean on your committed users - they love you
already
4. Look to the numbers, but don’t live by them
Closing Thoughts
1. Measure the right things - regular users
2. Never hesitate to ask your users
3. Lean on your committed users - they love you
already
4. Look to the numbers, but don’t live by them
5. Have fun and make it fun!
Closing Thoughts
1. Measure the right things - regular users
2. Never hesitate to ask your users
3. Lean on your committed users - they love you
already
4. Look to the numbers, but don’t live by them
5. Have fun and make it fun!



• Hashtag for Questions: #chirponboard

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All aboard? Turning users into active users

  • 2. All aboard? Turning users into active users by Josh Elman (@joshelman)
  • 3. What’s on Tap • Hashtag for Questions: #chirponboard • Who’s this guy? • What is a “user”? • Making a ladder of engagement • Curious -> Casual -> Committed • Getting your committed users to help
  • 4. Josh Elman / @joshelman • Joined Twitter in October (before half the company) • Product Manager for Onboarding • Before Twitter: • Worked on and launched Facebook Connect • Product at Zazzle and LinkedIn • Wrote some Windows apps
  • 5. What is a user?
  • 9. Consumer Producer
  • 10. Consumer Producer
  • 11. Becoming a regular •Do you visit every day or more? •Do you visit on your own? •Is this site/app “top of mind”?
  • 12. Engagement is not a binary value credit: Marcus Q on Flickr
  • 14. Have questions about users? ASK THEM!
  • 15. Have questions about users? location U.S. only contact opt-in for email history signed up > 30 and < 60 days ago activity logged in 10+ days of the past 30 missing no logins first 7 days (excluding signup on first day)
  • 16. Making a ladder of engagement
  • 17. All possible users Your users
  • 25. How?
  • 32. FOLLOW US BY TEXTING 40404 WITH: twitter.com
  • 33. FOLLOW US BY TEXTING 40404 WITH: twitter.com SevillaTapasSD
  • 36. There are two types credit: infomatique on Flickr of people in this world: Those who finish what they start @lisarahmat — 1:45am Jan 26th, 2010
  • 37. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  • 38. I have captured the epitome of despair. @trammell — 3:15pm Oct 26th 2009
  • 39. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  • 40. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  • 41. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  • 45. Art & Design Music Books News Business Politics Charity Science Entertainment Sports Family Staff Picks Fashion Staff Picks for Haiti Food & Drink Technology Funny Travel Health Twitter
  • 48. New flow step 1 step 2
  • 49. New flow with one extra step step 1 step 2 step 3
  • 50. New flow with one extra step +29% increase in users who completed the flow step 1 step 2 step 3
  • 54. Mint.com LinkedIn
  • 57. Getting your committed users to help
  • 59. FOLLOW US BY TEXTING 40404 WITH: twitter.com
  • 60. FOLLOW US BY TEXTING 40404 WITH: twitter.com SevillaTapasSD
  • 65. New users are 3x more likely to add friends if they are suggested
  • 66. New users are 3x more likely to add friends if they are suggested Dormant users 4x more likely to re- engage if given social motivation Source: rapleaf.com
  • 67. “ Good design isn’t about making decisions for your users, it’s about making those decisions irrelevant. @rands — 11:12am Feb 16th 2010 credit: nerovivo on Flickr
  • 70. Closing Thoughts 1. Measure the right things - regular users
  • 71. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users
  • 72. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already
  • 73. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them
  • 74. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them 5. Have fun and make it fun!
  • 75. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them 5. Have fun and make it fun! • Hashtag for Questions: #chirponboard

Editor's Notes

  1. Title Slide. &amp;#x2022; &amp;#x201C;let&amp;#x2019;s get to it&amp;#x201D;
  2. &amp;#x2022; From Summmize &amp;#x2022; Search, platform (might remember API Group) &amp;#x2022; OAuth (sorry) - xAuth/cash-for-guns? &amp;#x2022; International (translation, char counting, twitter-text)
  3. &amp;#x2022; Before the technical stuff a little info on why you should be interested. &amp;#x2022; the main reason: Users
  4. It&amp;#x2019;s a progression and en evolution. We know that once we get users engaged, they&apos;re crazy engaged. Twitter is the first source they check, or the first place they think of to share something interesting
  5. Magnets: what attracts users to your app Hooks: what interests them and keeps them coming back Glue: what keeps them sticking around
  6. How many of you watch LOST? polarizing those who started watching the show early, more engaged those who joined halfway in, less so - context, character development, back story Art of the RECAP: recap episodes to catch up new viewers, pop-up repeats, Previously on LOST Joining Twitter: entering the middle of a conversation context, characters, moving stream - hard to jump in and feel immediately comfortable.
  7. Real world example: Getting a drivers license. Technically, it&amp;#x2019;s kind of a pain. But you&amp;#x2019;re willing to go through it all because you have clear motivation. You know why you want to drive, so you&amp;#x2019;re willing to slug through the how.
  8. Real world example: Getting a drivers license. Technically, it&amp;#x2019;s kind of a pain. But you&amp;#x2019;re willing to go through it all because you have clear motivation. You know why you want to drive, so you&amp;#x2019;re willing to slug through the how.
  9. Real world example: Getting a drivers license. Technically, it&amp;#x2019;s kind of a pain. But you&amp;#x2019;re willing to go through it all because you have clear motivation. You know why you want to drive, so you&amp;#x2019;re willing to slug through the how.
  10. Casual users may often make up your largest group. They are potentially your largest, yet most volatile group. They are on the cusp of either advancing to committed, or giving up because they don&amp;#x2019;t see the point.
  11. a Learning curve, despite its simplicity b Early adopters vs mainstream c path to discovering the value d finding people is hard, finding topics is harder e strange syntax (@, RT, DM, #, bit.ly) f fragments of conversations g conceptual level: it&apos;s not like Facebook or LinkedIn where you need symmetrical relationships
  12. In catering to casual users... Connect them with relevance ASAP. This is Twitters BSOD. Avoid the BSOD: not the blue screen of death from Windows. In Web Apps, this is the Blank Screen of Death
  13. Hindsight is 20/20.
  14. 37 Signals does a pretty good job of avoiding the blank screen for new users. For screens that don&amp;#x2019;t yet have any content, or even for features of an app that require upgrading to use, they try not to show you a blank screen, but rather, a view into how this screen could look once it has content on it. Gives you ideas, prevents you losing interest.
  15. The old SUL (what it attempted to solve, the issues it created, lack of transparency, select all) Our lesson: Don&amp;#x2019;t solve problems with a solution that creates more problems. Next slide: Sometimes lessons like trying to think ahead, or considering the impact of careless actions can only be learned in hindsight.
  16. Users now choose each source they follow, one at a time, rather than the mass-select-all followings from the original SUL.
  17. Real world example: Getting a drivers license. Technically, it&amp;#x2019;s kind of a pain. But you&amp;#x2019;re willing to go through it all because you have clear motivation. You know why you want to drive, so you&amp;#x2019;re willing to slug through the how.
  18. These are our high-frequency consumers and/or publishers. Our self-made evangelists and promoters, our trend-setters. These are the users who can reach out to others, create curiosity or awareness, and drive engagement on lower rungs of the ladder.
  19. We don&amp;#x2019;t market or advertise. Instead, we provide tools for users to promote themselves on twitter (like widgets, buttons,
  20. also effective for another category of users: comatose: dormant users who signed up, then disappeared. Reasons: didn&amp;#x2019;t see value, friends weren&amp;#x2019;t here, couldn&amp;#x2019;t find anything interesting. Many more of their friends are on Twitter now - experimenting with ways to reach out to comatose
  21. Speaking of removing features or keeping them out: Love this quote: Michael Lopp, Eng Dir @ Apple. What if this decision didn&amp;#x2019;t matter? What if we could remove this decision completely?