Growth at FacebookThe growth funnelKiranjit SidhuEngineering Manager
Whatever you do… move fast!
1. Growth Funnel2. Optimizing our funnel3. Growth team at FacebookAgenda
Growth Funnel
Search Engine OptimizationInternationalizationMobileAcquisition
FriendingContact ImporterPeople You May KnowActivationSearch Engine OptimizationInternationalizationMobile
EngagementAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViralityEmail/NotificationsFriendingMobile...
ViralityAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViral...
1. Understand2. Identify3. ExecuteOptimizing the loop
- Growth vs Others- Startup mentality- Common Goals- No limitationsGrowth Team
Questions?ksidhu@fb.com
(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
KiranJit Sidhu - EmMeCon Seattle 2013
KiranJit Sidhu - EmMeCon Seattle 2013
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KiranJit Sidhu - EmMeCon Seattle 2013

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  • Kiran introduction
  • If you can figure out a way to move faster than the competition and test things faster then you will be the leading personSome industries don’t offer that but you really need to try to push it especially if you are a web/mobile company
  • Framework is necessary to hold yourself and team accountable forAcquisitionSEO/Reg/Activation FriendingEngagementESPNViralityCI
  • Growing a product isn’t just about acquisition. There are a lot of steps in the cycle that you can focus on and improve to increase your growth.I’ll run through some examples of different levers we use for overall site growth and engagement at each step of the process.
  • So we talked about levers we have to increase Acquisition. Once we acquire these new users, we then need to activate [advance] them – basically, get them ramped on Facebook.
  • It compoundsBasic subject line testing
  • Understand – Use data to answer (Hadoop/Hive)We spent a month in 2009 just getting data which drives the companyIdentify – understanding not enough… pull out tactical actionable insightsExecute – form a hypothesis… test, get signal and repeat
  • How does growth team work..Most companies Marketing, Eng, Product, Analytics has different boss, different orgs, CMO might have all the marketers, CEO and products is pushing stuff down for engineers to buildFacebook has 1st Dedicated Growth team- startups within facebookGrowth for a complex system it breaks down… because you want stuff to really work together…growth team currently is like 15 task forces…. before it was just one system- Have goalswe have goals…every single team within growth wants to move those goalswhether its DAU or MAU…. we have a singular objectiveno limitations….we can go test and change anything… right hand column….eg…. no sacred cowmost of web companies… are visits whereas its a lot about people and identity… no limitationsengineers are bought into impactLess influence from orgsPMs ---design all working together
  • KiranJit Sidhu - EmMeCon Seattle 2013

    1. 1. Growth at FacebookThe growth funnelKiranjit SidhuEngineering Manager
    2. 2. Whatever you do… move fast!
    3. 3. 1. Growth Funnel2. Optimizing our funnel3. Growth team at FacebookAgenda
    4. 4. Growth Funnel
    5. 5. Search Engine OptimizationInternationalizationMobileAcquisition
    6. 6. FriendingContact ImporterPeople You May KnowActivationSearch Engine OptimizationInternationalizationMobile
    7. 7. EngagementAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViralityEmail/NotificationsFriendingMobileSearch Engine OptimizationInternationalizationMobileFriendingContact ImporterPeople You May Know
    8. 8. ViralityAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViralityAcquisitionActivationEngagementViralityEmail/NotificationsFriendingMobileSearch Engine OptimizationInternationalizationMobileFriendingContact ImporterPeople You May KnowFriend SuggestionsInvitationsContactImporterFriending
    9. 9. 1. Understand2. Identify3. ExecuteOptimizing the loop
    10. 10. - Growth vs Others- Startup mentality- Common Goals- No limitationsGrowth Team
    11. 11. Questions?ksidhu@fb.com
    12. 12. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0

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