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

  • 1. AddThis
  • 2. A D D T H I S Designing for One Billion People
  • 3. AddThis: Then & NowAddThis: Then & Now
  • 4. 2008 • 50 services • 17 languages • 116k domains • 300M views a day AddThis: Then & Now
  • 5. 2010: • 308 services • 66 languages • 7.2 million domains • 2 billion views a day • 1 billion unique users 2008 • 50 services • 17 languages • 116k domains • 300M views a day AddThis: Then & Now
  • 6. • Design for growth • Be dangerously open • Be data-informed • Build to scale • Embrace customers Designing for 1 Billion
  • 7. Design for GrowthDesign for Growth
  • 8. Design for growth Client API: http://addthis.com/help/client-api Put publishers first:
  • 9. vs Design for growth For end users, make sharing simple & effortless:
  • 10. Check out http://960.gs/ Design for growth Be nimble:
  • 11. Design for growth Develop a style and stick to it:
  • 12. Design for growth
  • 13. Design for growth
  • 14. Be Dangerously OpenBe Dangerously Open
  • 15. Be dangerously open Reduce barriers to adoption:
  • 16. Crowd-source translation: Be dangerously open
  • 17. Open-source service submission: Be dangerously open
  • 18. Open-source sharing protocol: Be dangerously open
  • 19. Be Data-InformedBe Data-Informed
  • 20. Be Data-InformedBe Data-Informed Qualitative: •Surveys •Forums •User testing •Email Feedback •Internal analytics database •A/B and multivariate testing with Google Website Optimizer •Google Analytics reporting Quantitative:
  • 21. http://surveymonkey.com Use surveys to reach users: Be Data-Informed
  • 22. Be Data-Informed http://usertesting.com Crowd-source user testing:
  • 23. Be Data-Informed Google Website Optimizer: http://www.google.com/analytics/siteopt/ A/B test with Google Website Optimizer:
  • 24. Hover behavior increases sharing rate x4 Be Data-Informed Showing services doubles sharing
  • 25. Menu order and positions matter: Be Data-Informed
  • 26. Menu presentation can increase sharing: Be Data-Informed
  • 27. Build to scaleBuild to scale
  • 28. • Akamai CDN • Optimize code and images • Streamline technical support and QA Build to scaleBuild to scale
  • 29. Embrace CustomersEmbrace Customers
  • 30. Embrace Customers •Respond to forums & feedback •Put social media to work •Publisher outreach •Beta testing
  • 31. Lessons LearnedLessons Learned
  • 32. Lessons Learned • Design for growth • Be dangerously open (even if it’s uncomfortable) • Be data-informed • Build to scale • Embrace customers
  • 33. Don’t forget to have fun
  • 34. One more thing.One more thing.
  • 35. One more thing. During 30 minutes of this talk, AddThis was viewed roughly 43.7 million times.
  • 36. Thank you.Thank you. Email : jim@clearspring.com Twitter: jimlanenova Come join the fun: http://clearspring.com/jobs Any images from films borrowed for this presentation are the property of their copyright holders!
  • 37. AddThis

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