Download - How BrandYourself got 60K users in 60 hours
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How we (unexpectedly) got 60K Users in 60 Hours
Patrick AmbronCo-Founder & CEO
and other ways to get users without spending $$
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•Background: what/who is BrandYourself
•Tipping Point: 60K users in 60 hrs (what happened)
•What we learned: lessons you can apply
AGENDA
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We started BrandYourself when co-founder Pete couldn‘t get an internship because employers were Googling him and finding...
A criminal with the same name The REAL Pete Kistler, NOT a criminal
INSTEAD OF
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1 BILLION
75%
names are Googled every day
of HR departments are required to research candidates online
We realized this is a BIG problem for A LOT of people
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…And most people are not well-represented online
NEGATIVEIRRELEVANT
HEY! THAT’S NOT ME
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To help everyone control their search results with a simple & FREE do-it-yourself platform
So we made it our mission:
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How BrandYourself Works
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Users can also create a BrandYourself that’s optimized to rank high in search results for your name
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•30 full-time employees •Over 300,000 customers •$2 Million in funding
(more on way) •Named #1 Emerging
Business in NYS ($200K prize), top app at SXSW
WHERE WE STARTED WHERE WE ARE NOW
•Launched in 2010 from a dorm room at SU
•No marketing budget, no resources, no clue
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HOW DID WE GET FROM A TO B?
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It started with a lot of building…
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and rebuilding
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and more rebuilding
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UNTIL FINALLY …
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We were ready for launch!
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Growth was pretty good right out of the gate
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BUT THEN…
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…we hit a tipping point
60K users in 60 hrs
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SO WHAT HAPPENED?
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We announced a feature that (accidentally) went a little viral
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first, Mashable picked it up
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Not all Mashable articles are created equal
an article trending on the front
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Once the story was “hot” other places picked it up
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All these new users began sharing BrandYourself, which compounded growth even more…
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Signups from direct sources and direct Google searches sky-rocketed
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We signed up over 10,000 people from sources that signed up less than 200
people each.
Finally, all the new users created a huge Long Tail Effect
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Some sent us users through
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Others wrote personal blog posts
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SO WHAT DID WE LEARN ?(THAT COULD HELP YOU)
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Pitch the right publication
(choose wisely)
1
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Promote one feature at a time
(make sure it’s the one people care about)
2
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Bad Pitch:
We have a new feature that helps you do something
amazing that no one else can help you do
Good Pitch:
Here’s a list of ten technical features
you won’t really understand. Will you
write about it?
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Focus the story on specific people, not you or your company
3
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Bad Pitch:
Millions of people—like my friend Jim—could never speak Spanish.
With this new product he was fluent in 2 weeks!
Good Pitch:
I just stayed up all night releasing this. You
should write about it.
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Focus on your sign up flow4
(optimize conversions)
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Ideal Homepage
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Pretty good homepage (thank you)
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Really good homepage
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Obvious really bad homepage
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Not as obvious bad homepage
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Know where your product can be viral
*People will always share an interesting experience
5
(even if it isn’t a social network)
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People like to brag about accomplishments
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People want to do what their friends do
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Other Companies that use the Buddy
DROPBOX: Invite a friend & you both get free storage space
SKYPE: Invite a friend & you both get to talk to each other for free
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Have a great product that solves a real problem
6
VS
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Solve a specific problem
7
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Originally, we tried to be everything:
“Put your best foot forward on the web”: • Manage your entire online reputation
• Own your Google results
• Track your digital breadcrumbs
• Create effective social media profiles
• Get more fans and followers
• Figure out how to blog
• Automate your social media outreach
• Manage your online privacy
• Build a personal brand
• Improve your online presence
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Now, we have a concise message:
Own Your Google Results.
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Listen to your users and give them what they need
8
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With feedback from our users, we realized some situations still require more hands-on help….
So, we launched Concierge Services where a reputation specialist will handle the work for them.
…this accelerated revenue and led to massive company growth
Patrick, one of our reputation specialists
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Look great when employers, clients and even dates Google you.