Community Growth Hacks: Why Delighted Users are the Best Way to Grow - Jess Lee / Polyvore at Hustlecon 2014

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Community Growth Hacks: Why Delighted Users are the Best Way to Grow - Jess Lee / Polyvore at Hustlecon 2014

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Community Growth Hacks: Why Delighted Users are the Best Way to Grow - Jess Lee / Polyvore at Hustlecon 2014

  1. 1. Why Delighted Users are the Best Way to Grow COMMUNITY GROWTH HACKS
  2. 2. Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER / GOOGLE MAPS PM / STANFORD CS / MANGA / DRAWING / BACON / jessyoko.com @jesskah
  3. 3. Polyvore is a New Way to Discover & Shop for Things You Love 3SOURCE: POLYVORE INTERNAL DATA +   =  +  
  4. 4. 20M Visitors Per Month 4 52% 20% 15% 13% AGES 18-34 35-44 45-54 55+ 77% FEMALE $70k+ AVERAGE HHI 24% $100k+ SOURCE: UNIQUE VISITOR NUMBER: POLYVORE INTERNAL DATA; DEMOGRAPHIC INFORMATION: NIELSEN RESEARCH, @PLAN Q3 2013; BASE = ONLINE ADULTS 18+
  5. 5. 2nd Largest Driver of Social Commerce Traffic HIGH QUALITY SOCIAL TRAFFIC THAT CONVERTS BETTER THAN ANYONE ELSE 5 0.7 0.9 1.0 1.6 5%15%20%60%$93K$2.1M$6.3M$10.7M TOTAL SALES FROM SOCIAL SESSIONS AVERAGE SHARE OF TRAFFIC SALES TO TRAFFIC RATIO $383 $58 $92 $199 SOURCE: RICH RELEVANCE 2013 AVERAGE ORDER VALUE PER SESSION
  6. 6. 4M Sets created per month 6 OUTFITS, COLLAGES, MOODBOARDS MADE BY A GLOBAL USER COMMUNITY
  7. 7. The best kind of growth hacking is cultivating a delighted community of users
  8. 8. Word of Mouth à GrowthDelight à
  9. 9. Delight à Traffic Growth
  10. 10. Delight à Funding Growth I heard about you 3 times recently: 1)  My assistant loves your site and mentioned you at work 2)  My best friend (CEO of a major fashion brand) is an advertiser and mentioned you at dinner 3)  My old colleague (exec at an investment bank) mentioned you at a conference we were at “
  11. 11. Community Hacks: How to Build a Delighted User Community
  12. 12. 12 3 Principles for Delighted Communities LEARN: LEARN FROM COMMUNITY FEEDBACK LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE LIVE: COMMUNITY STARTS FROM WITHIN
  13. 13. 13 LIVE: COMMUNITY STARTS FROM WITHIN Your company has to truly care about your community. If not, it’ll show.  
  14. 14. Make it part of your culture BAKE IT INTO YOUR COMPANY VALUES AND NEW HIRE ORIENTATION 14
  15. 15. Decorate your office with community memorabilia LOVE LETTERS AND COMMUNITY CONTENT AS WALL DÉCOR 15
  16. 16. Do a weekly email update about community TOP FEATURE REQUESTS, LOVE LETTERS, MEMBER SPOTLIGHT 16
  17. 17. Hire a dedicated community team THEY DO CUSTOMER SUPPORT + TOP MEMBER OUTREACH PROGRAMS 17
  18. 18. 18 LEARN: LEARN FROM COMMUNITY FEEDBACK Listen to your community and incorporate their feedback into your product
  19. 19. Get feedback from your community early FLINTO WORKS WELL FOR VERY EARLY PROTOTYPES 19
  20. 20. Write good launch announcements that explain why ANTICIPATE CHANGE AVERSION 20 Today, we’re excited to share a new version of the Polyvore iPhone app that makes it easier, faster and more fun to find and browse what you love. Here are some of the things we’ve changed: Simpler, cleaner design. Mobile apps are best when they’re simple! We got feedback that horizontal scrolling was confusing, so we changed the Feed to scroll vertically. Based on feedback from our many beta testers, we found that this is much easier and faster to use. While we were at it, we took the time to make our design feel more streamlined and modern..
  21. 21. Listen carefully to the feedback COLLECT EVERYTHING INTO A GOOGLE DOC AND TALLY THE TOP REQUESTS 21
  22. 22. Respond quickly with updates PROVE THAT YOU’RE REALLY LISTENING 22
  23. 23. Address problems head on SHOW THAT YOU’RE HUMAN 23
  24. 24. Say sorry SHOW THAT YOU’RE HUMAN 24
  25. 25. Say thank you SHOW THAT YOU’RE HUMAN 25
  26. 26. 26 LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE Make sure your community knows how much you love and appreciate them.
  27. 27. Spotlight community in your product & social media INTERVIEW TOP USERS. FEATURE THEM IN YOUR PRODUCT. TWEET AT THEM. 27
  28. 28. Send your community gifts and handwritten thank you notes PERSONALIZED GIFTS AND HANDWRITTEN NOTES ARE MORE MEANINGFUL 28
  29. 29. Help your community achieve their dreams & aspirations FIND OUT WHAT THEIR DREAMS AND ASPIRATIONS ARE 29
  30. 30. Help your community achieve their dreams & aspirations USE YOUR PERSONAL NETWORK AND COMPANY CONNECTIONS TO MAKE IT HAPPEN 30
  31. 31. 31 3 Principles for Delighted Communities LEARN: LEARN FROM COMMUNITY FEEDBACK LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE LIVE: COMMUNITY STARTS FROM WITHIN
  32. 32. Delight à Word of Mouth à Growth As long as I have been a member of Polyvore, the team has always been attentive and kept the community their number one priority. I always assumed that as Polyvore grew, the genuine concern for the users' satisfaction would take a backseat to other company goals. Fortunately, I was very wrong! I am continually amazed at how much of a family atmosphere Polyvore is able to create all across the world! I am so thankful to be part of this community and I sing praises for Polyvore every chance I get! 32 “
  33. 33. Thank you! Questions?

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