Going for Global
5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca Rosenfelt
Airbnb Product Manager, Growth
@rrosenfe...
1. Virality
1. Virality
2. SEO
3. Paid Acquisition
1. Talk to humans
Meh.
Go to there.
Paris
KeyVacation Regions
• Talk to people
• Party/info session
• Get early adopters to invite friends
• Booth at local events
• Low-cost local ads
...
5x
better CPA
…and they kept growing 2x faster than control.
2. Launch with all you’ve got
• Stunts
• Parties
• Flyers
• Press
• …hit the
pavement to get
word out
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
Danish site launch
Denmark
TotalUsers
1/2010
7/2010
1/2...
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
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/20...
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
7/201...
3. Find influencers among your users
SignupsFromReferredUsers
?
?
4. Study your users - you know more than you think
Secretly Amazing Demographic Insights
• Campaign Monitor
• Mailchimp
• Sendgrid
• Litmus (GREAT for email testing, too!)
Email Resources
5. Don’t ditch your data
Positive results
Negative results
No results:)
1. CPA (lets you compare different levers)
2. NPS (emotions!)
3. Leading indicators like “search with dates” (useful if
vo...
1. Talk to humans
2. Launch with all you’ve got
3. Find influencers among your users
4. Study your users - you know more th...
Summary
+
Thank you!
rebecca.rosenfelt@airbnb.com
@rrosenfelt
[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
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[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

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Rebecca Rosenfelt, Growth Product Manager, Airbnb

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

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

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