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

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Rebecca Rosenfelt, Growth Product Manager, Airbnb

Rebecca Rosenfelt, Growth Product Manager, Airbnb

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  • 1. Going for Global 5 Guerrilla Tactics When the Slick Stuff Fails Rebecca Rosenfelt Airbnb Product Manager, Growth @rrosenfelt August 7, 2014
  • 2. Immaculate growth.
  • 3. 1. Virality
  • 4. 1. Virality
  • 5. 2. SEO
  • 6. 3. Paid Acquisition
  • 7. 1. Talk to humans
  • 8. Meh.
  • 9. Go to there. Paris KeyVacation Regions
  • 10. • Talk to people • Party/info session • Get early adopters to invite friends • Booth at local events • Low-cost local ads • Flyers • Follow up later
  • 11. 5x better CPA
  • 12. …and they kept growing 2x faster than control.
  • 13. 2. Launch with all you’ve got
  • 14. • Stunts • Parties • Flyers • Press • …hit the pavement to get word out
  • 15. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark
  • 16. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Denmark Users
  • 17. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch
  • 18. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013
  • 19. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Poland Users Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013
  • 20. 3. Find influencers among your users
  • 21. SignupsFromReferredUsers ? ?
  • 22. 4. Study your users - you know more than you think
  • 23. Secretly Amazing Demographic Insights
  • 24. • Campaign Monitor • Mailchimp • Sendgrid • Litmus (GREAT for email testing, too!) Email Resources
  • 25. 5. Don’t ditch your data
  • 26. Positive results Negative results No results:)
  • 27. 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
  • 28. 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
  • 29. Summary +
  • 30. Thank you! rebecca.rosenfelt@airbnb.com @rrosenfelt