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AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010)

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Slides from Jim Lane's presentation at RefreshDC on November 16, 2010, titled "AddThis: Designing for One Billion People", which described five strategies the AddThis team used to grow their platform ...

Slides from Jim Lane's presentation at RefreshDC on November 16, 2010, titled "AddThis: Designing for One Billion People", which described five strategies the AddThis team used to grow their platform to one billion unique users in less than two years.

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    AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010) AddThis: Designing for One Billion People (RefreshDC talk, November 16, 2010) Presentation Transcript

    • Designing for One Billion People AddThis
    • AddThis: Then & Now 2008 • 50 services • 17 languages • 116k domains • 300M views a day
    • AddThis: Then & Now 2008 2010: • 50 services • 308 services • 17 languages • 66 languages • 116k domains • 7.2 million domains • 300M views a day • 2 billion views a day • 1 billion unique users
    • Designing for 1 Billion Strategies: • Design for growth • Be dangerously open • Be data-informed • Build to scale • Embrace customers
    • Design for Growth AddThis
    • Design for growth Put publishers first: Client API: http://addthis.com/help/client-api
    • Design for growth For end users, make sharing simple & effortless: vs
    • Design for growth Be nimble: Check out http://960.gs/
    • Design for growth Develop a style and stick to it:
    • Design for growth Original home page
    • Design for growth Current home page
    • Be Dangerously Open AddThis
    • Be dangerously open Reduce barriers to adoption:
    • Be dangerously open Crowd-source translation:
    • Be dangerously open Open-source service submission:
    • Be dangerously open Open-source sharing protocol:
    • Be Data-Informed AddThis
    • Be Data-Informed Qualitative: Quantitative: • Surveys • Internal analytics database • Forums • User testing • A/B and multivariate testing with Google • Email Feedback Website Optimizer • Google Analytics reporting
    • Be Data-Informed Use surveys to reach users: http://surveymonkey.com
    • Be Data-Informed Crowd-source user testing: http://usertesting.com
    • Be Data-Informed A/B test with Google Website Optimizer: Google Website Optimizer: http://www.google.com/analytics/siteopt/
    • Be Data-Informed Hover behavior increases sharing rate x4 Showing services doubles sharing
    • Be Data-Informed Menu order and positions matter:
    • Be Data-Informed Menu presentation can increase sharing:
    • Build to scale Build to scale AddThis
    • Build to scale • Akamai CDN • Optimize code and images • Streamline technical support and QA
    • Embrace Customers • Respond to forums & feedback • Put social media to work • Publisher outreach • Beta testing
    • • Design for growth • Be dangerously open (even if it’s uncomfortable) • Be data-informed • Build to scale • Embrace customers Lessons Learned
    • Don’t forget to have fun
    • One more thing. During 30 minutes of this talk... • 160 publishers got AddThis code • 400 Brazilians used AddThis to share to Orkut • 18,000 people shared to Facebook • AddThis was viewed roughly 43.7 million times
    • Thank you. Email : jim@clearspring.com Twitter: jimlanenova Come join the fun: http://clearspring.com/jobs
    • AddThis