[500distro] going for global: 5 guerrilla tactics when the slick stuff fails
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Rebecca Rosenfelt, Growth Product Manager, AirbnbTRANSCRIPT
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Going for Global5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca RosenfeltAirbnb Product Manager, [email protected] 7, 2014
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Immaculate growth.
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1. Virality
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1. Virality
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2. SEO
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3. Paid Acquisition
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1. Talk to humans
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Meh.
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Go to there.Paris
KeyVacation Regions
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• Talk to people • Party/info session• Get early adopters to invite friends• Booth at local events• Low-cost local ads• Flyers• Follow up later
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5xbetter CPA
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…and they kept growing 2x faster than control.
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2. Launch with all you’ve got
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• Stunts• Parties• Flyers• Press• …hit the
pavement to get word out
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Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Danish site launch
Denmark
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Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Danish site launch
Denmark
Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Denmark Users
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Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Polish site launch
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Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Polish site launch
Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
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Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
Poland Users
Polish site launch
Tota
l Use
rs
1/20107/2010
1/20117/2011
1/20127/2012
1/20137/2013
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3. Find influencers among your users
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Sign
ups
From
Ref
erre
d Us
ers
??
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4. Study your users - you know more than you think
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Secretly Amazing Demographic Insights
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• Campaign Monitor• Mailchimp• Sendgrid• Litmus (GREAT for email testing, too!)
Email Resources
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5. Don’t ditch your data
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Positive results
Negative resultsNo results:)
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1. CPA (lets you compare different levers)
2. NPS (emotions!)
3. Leading indicators like “search with dates” (useful if
volume is low)
4. Conversion funnel metrics
Favorite Metrics
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1. Talk to humans
2. Launch with all you’ve got
3. Find influencers among your users
4. Study your users - you know more than you think
5. Don’t ditch your data
Summary
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Summary
+
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