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October 11, 2013 Three Growth “Hacks” Josh Elman @joshelman
Josh Elman
Three Growth “Hacks” 1. The Double Viral Loop 2. The Learn Flow 3. User accounting 3
The Double Viral Loop
Single viral loop 5
Single viral loop 5
LinkedIn invites (2004) 6
7
Single viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate x click-through rate x registration r...
Viral but slow • < 25% new users typed at least one email address • Most people had 1 connection 9
10
Viral but still pretty slow • < 10% uploaded their address book • # invites per inviter increased to > 30 • Most people st...
12
13
14
15
16
17
Reconnect increases overall usage 18 Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect ...
Double viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate + x click-through rate x registration...
Find your double loop 1. Choose the simplest way to connect people 2. Enable new users to nudge existing users 3. Push exi...
The Learn Flow
When someone signs up... • “I’ve read somewhere this cool” • “My friend said she loves it and wants me to try it” • “I fee...
YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN 23
24
25
26
27 0 Twit·Vid n. a simple video sharing option for your tweets. Home @stoptest7 Direct Messages Favorites Retweets Search ...
28
29
30
Slow down, it’s ok to explain 31
But don’t just tell, get users to engage 32
Give context and framing 33
Ask when it’s appropriate, not first 34
35
User accounting
Regulars or visitors, how do you know? 37 Visitors Regulars just use once use daily/monthly come via a prompt come directl...
Track who goes inactive 38
How many people are really using your product? 39
Step 1: Determine who is “core” 40 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 1...
Step 2: Understand activations 41 CORE CURIOUS NEW CASUAL COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
Step 3: Figure out why 42 Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
Step 4: Track it daily 43 (+) New User Registrations (+) Resurrected Users (-) Deactivations (-) Gone Inactive -----------...
What do I do next? 44 Be Creative. Use your data. Build features. Ship. Test. Learn.
August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman http://medium.com/@joshelman
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Three Growth "Hacks"

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There are no secrets to growth and there aren't any hacks. In this talk, I try to walk through some stories from LinkedIn and Twitter to share how we combined creative product ideas with data analysis and understanding to drive meaningful and sustained growth. And I present some of the frameworks we use to better understand and track growth and engagement over time.

These are the slides I use to present, so they probably don't make much sense standalone. But if you have seen the talk, hopefully a good refresher. Thank you!

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Three Growth "Hacks"

  1. 1. October 11, 2013 Three Growth “Hacks” Josh Elman @joshelman
  2. 2. Josh Elman
  3. 3. Three Growth “Hacks” 1. The Double Viral Loop 2. The Learn Flow 3. User accounting 3
  4. 4. The Double Viral Loop
  5. 5. Single viral loop 5
  6. 6. Single viral loop 5
  7. 7. LinkedIn invites (2004) 6
  8. 8. 7
  9. 9. Single viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate x click-through rate x registration rate 8
  10. 10. Viral but slow • < 25% new users typed at least one email address • Most people had 1 connection 9
  11. 11. 10
  12. 12. Viral but still pretty slow • < 10% uploaded their address book • # invites per inviter increased to > 30 • Most people still had one connection. • BUT... > 90% had one position on profile 11
  13. 13. 12
  14. 14. 13
  15. 15. 14
  16. 16. 15
  17. 17. 16
  18. 18. 17
  19. 19. Reconnect increases overall usage 18 Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 2000000 4000000 6000000 8000000 10000000 12000000 February-05 March-05 April-05 May-05 Page Views: +41% 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% ary-05 March-05 April-05 May-05 age Views: +41% 1 3/5/01 4/5/01 5/5/01 earches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 2000000 4000000 6000000 8000000 10000000 12000000 February-05 March-05 April-05 May-05 Page Views: +41% 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April Reconnect Increases Overall Usage Reconnect stats: 87,000 senders (600,000 reconnect messages) (since April 29): 327,000 recipients Guest Invitations: +16% 0 50000 100000 150000 200000 250000 February-05 March-05 April-05 May-05 0 20000 40000 60000 80000 100000 120000 February-05 March-05 April-05 May-05 Profile Positions: +28% 0 00000 00000 00000 00000 00000 00000 February-05 March-05 April-05 May-05 Page Views: +41% 0 000 000 000 000 000 000 000 000 000 2/5/01 3/5/01 4/5/01 5/5/01 Searches: +33% *All % are May improvements over April • Reconnect stats:87,000 senders (600,000 messages) • Since April 29: 327,000 recipients Page views: +41% Guest invitations: +16% Searches: +33% Profile positions +38%
  20. 20. Double viral k-factor k = 1 new user x % who invite x avg # invites sent x open rate + x click-through rate x registration rate 1 new user x % add old users x avg # adds sent x acceptance rate x old users who reinvite x avg # invites sent x ... 19
  21. 21. Find your double loop 1. Choose the simplest way to connect people 2. Enable new users to nudge existing users 3. Push existing users to invite/share upon returning 20
  22. 22. The Learn Flow
  23. 23. When someone signs up... • “I’ve read somewhere this cool” • “My friend said she loves it and wants me to try it” • “I feel like I’m the last one to try this” • “Free trial, I’ll give it a shot” 22
  24. 24. YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN 23
  25. 25. 24
  26. 26. 25
  27. 27. 26
  28. 28. 27 0 Twit·Vid n. a simple video sharing option for your tweets. Home @stoptest7 Direct Messages Favorites 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 What’s happening? 140 TweetTweet What to do now: 1. Tell us what you’re doing in the box above 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Home stoptest7 0 tweets 0 following 0 followers 0 listed
  29. 29. 28
  30. 30. 29
  31. 31. 30
  32. 32. Slow down, it’s ok to explain 31
  33. 33. But don’t just tell, get users to engage 32
  34. 34. Give context and framing 33
  35. 35. Ask when it’s appropriate, not first 34
  36. 36. 35
  37. 37. User accounting
  38. 38. Regulars or visitors, how do you know? 37 Visitors Regulars just use once use daily/monthly come via a prompt come directly don’t remember your name top of mind
  39. 39. Track who goes inactive 38
  40. 40. How many people are really using your product? 39
  41. 41. Step 1: Determine who is “core” 40 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32# Reten%on'Rate'based'on'#'%mes'used'in'month'1'
  42. 42. Step 2: Understand activations 41 CORE CURIOUS NEW CASUAL COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
  43. 43. Step 3: Figure out why 42 Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
  44. 44. Step 4: Track it daily 43 (+) New User Registrations (+) Resurrected Users (-) Deactivations (-) Gone Inactive -------------------------------------- (+/-) Net Change (+) 20,000 (+) 1050 (-) 50 (-) 10,000 -------------------------------------- (+) 11,000 (4mm MAU/year) -------------------------------------- Net Active Users -------------------------------------- 1,011,000 total users Total Active Yesterday -------------------------------------- 1,000,000 total users --------------------------------------
  45. 45. What do I do next? 44 Be Creative. Use your data. Build features. Ship. Test. Learn.
  46. 46. August 14, 2013 Three Growth “Hacks” Josh Elman @joshelman http://medium.com/@joshelman

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