Transcript
Page 1: [500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

Going for Global5 Guerrilla Tactics When the Slick Stuff Fails

Rebecca RosenfeltAirbnb Product Manager, Growth@rrosenfeltAugust 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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Thank you!

[email protected]@rrosenfelt


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