1 TO 1M
USERS
Kevin Rose

My background
• Digg, WeFollow, Revision3, Pownce
• Investor: Twitter, OMGPOP, DailyBooth,
FourSquare
• Advisor: NGMOCO, SixApart, Thread

#1. Ego

#1. Ego
• Ask yourself: Does this feature increase the
users self-worth or stoke the ego?

#1. Ego
• Ask yourself: Does this feature increase the
users self-worth or stoke the ego?
• If a user is contributing to my system, what
emotional rewards do they walk away with?
What (visible) rewards will they receive?

Twitter Followers

Why do followers work?

Why do followers work?
• Twitter provides a (largely) one way
communication platform - zero expectations,
approachable for any user

Why do followers work?
• Twitter provides a (largely) one way
communication platform - zero expectations,
approachable for any user
• Follower counts take on the form of social
currency - in the users mind the more the
better

Why do followers work?
• Twitter provides a (largely) one way
communication platform - zero expectations,
approachable for any user
• Follower counts take on the form of social
currency - in the users mind the more the
better
• Increased follower counts (even by spammers)
gives individuals the false impression of
audience

Digg Leaderboard

Digg Stories

#2. Simplicity

#2. Simplicity

#2. Simplicity
• Stop over building features

#2. Simplicity
• Stop over building features
• Pick 2-3 things to focus on

#2. Simplicity
• Stop over building features
• Pick 2-3 things to focus on
• Ask yourself: Is there anything
I can take out of this feature?

#3. Build & Release

#3. Build & Release
• Stop thinking you understand your users

#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
your site, not what you think they’ll do

#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
your site, not what you think they’ll do
• Decide on what you’re going to build... and
build it (avoid analysis paralysis)

#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
your site, not what you think they’ll do
• Decide on what you’re going to build... and
build it (avoid analysis paralysis)
• Build, release, iterate, and repeat

#4. Hack The Press

#4. Hack The Press
• Invite only system (Pownce, Digg v3)

#4. Hack The Press
• Invite only system (Pownce, Digg v3)

#4. Hack The Press
• Invite only system (Pownce, Digg v3)
• Talk to the junior bloggers

#4. Hack The Press
• Invite only system (Pownce, Digg v3)
• Talk to the junior bloggers
• Attend parties for events you can’t afford -
network w/influencers, bring a demo

#5. Connect w/your
community

#5. Connect w/your
community
• Start a podcast (it’s OK if not everyone
listens)

#5. Connect w/your
community
• Start a podcast (it’s OK if not everyone
listens)
• Throw a launch party, then yearly/quarterly
events - invite the press/influencers
personally - don’t tell the bar

#5. Connect w/your
community
• Start a podcast (it’s OK if not everyone
listens)
• Throw a launch party, then yearly/quarterly
events - invite the press/influencers
personally - don’t tell the bar
• Engage w/the community, be an active
participant your own ecosystem

#6. Advisors

#6. Advisors
• What technical problems are you going to
have?

#6. Advisors
• What technical problems are you going to
have?
• Advisors can be helpful in a whole slew of
areas (marketing/hiring/bizdev)

#6. Advisors
• What technical problems are you going to
have?
• Advisors can be helpful in a whole slew of
areas (marketing/hiring/bizdev)
• Stock compensation, typically not a board
seat, solid advisors help during fund raising

#7. Leverage your userbase
to spread the word

#8. Does your product
provide value for 3rd party
sites?

#9. Analyze your traffic

#9. Analyze your traffic
• Install Google analytics

#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)

#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)
• Paths through site

#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)
• Paths through site
• Top exit pages

#10. The entire picture

Thank You!
@kevinrose
digg/kevinrose