How We Unexpectedly Got60,000 Users in 60 Hours(And other ways to get userswithout spending money)
A talk by Patrick Ambron CEO of BrandYourself
A few cool things you’ll learn• How to find anyone’s email• How to pitch the press the first time• How to help articles go...
BrandYourself started as a problem, that turned    into an idea, that turned into a mission
The Problem: Pete Kistler, a co-founder, was amodel student, but couldn‘t get an internship.                       3.9 GPA...
He was being mistaken online for an ex-con with the same name
He couldn’t change it, because he wasn’t:     This Guy                          This Guy                           or A te...
So we made it our mission:  To help anyone get some control over their searchresults with a simple and free do-it-yourself...
(check it out at http://brandyourself.com)
Where we started   • Had the idea in 2010 from a dorm room at SU   • No marketing budget, no resources, no clueWhere we ar...
How did we get from A to B?
It started with a lot of building…
And rebuilding
and more rebuilding...
Until finally…
…we were ready for Launch!
Growth was pretty good right out of the gate…
but then…
…we hit a tipping point   60k users in 60 hours
So what happened?
On May 1 we announced a feature that(accidentally) went a little viral
First, Mashable picked it up
It brought more traffic than we thought:         (not all Mashable articles are created equal) An article trending on the fr...
Once the story was “hot” other places picked it up
All these new users began sharing BrandYourself,which compounded growth even more
Signups from direct sources and directGoogle searches sky-rocketed
Finally, all the new users created a        huge long tail effect  We signed up over 10,000 people from sources  that signe...
Some sent us users through their  own BrandYourself profiles
Others wrote personal blog posts
So What Did We Learn  (that might help you)?
1. Pitch the right publication
Once you choose, it’s time to
2. Pitch one feature at a time(make sure it’s the one people care about)
Bad Pitch: Here’s a list of ten technical features youwon’t really understand. Will you write about it?Good Pitch: We have...
3. Focus the story on specific
Bad Pitch: I just stayed up all night releasing this.You should write about itGood Pitch: Millions of people — like my fri...
Bonus: How to find a writer’s contact info • Look for any connection possible (LinkedIn, alumni network) • If you can’t fi...
Find the company’s email schema             (firstname@company.com lastname@company.com)•   See if you know anyone else wh...
Great, now you have theiremail?What do you say when youcontact them?
Cold email: first time storyHi xxx, My name is Patrick, Im a big fan of your work, and have been for while.  Im emailing y...
Future emails: (Write the story for them)Hi xxx,Hope you had a good weekend! I just wanted to let you know we’re releasing...
4. Focus on your sign up flow
Ideal Home Page
Pretty good home page (thank you)
Really good home page
Obviously really bad homepage
Not as obvious bad homepage
5. Know where your product can be     viral (even if it isn’t a social network)  People will always share an interesting e...
People like to brag about
People want to do what   their friends do
Other companies that work• DropBox: Invite a friend you both get free space• Skype: Invite a friend and you both get to ta...
6. Have a great product“The quickest way to kill a bad product is good advertising”
Ok, but how do I have a
Solve a problem    VS.
1 billion names are Googled every day75%of HR departments are required to research candidates online
The Problem:      Most people are not represented by well-       branded content about themselves:Nega%ve               Ir...
Solve a specific problem
We Were:“Put your best foot forward on the web”:  • Manage your entire online reputation  • Own your Google results  • Tra...
Screenshot of our old website
Now, we’re this:Own Your Google Results
Other things that have worked for us
1. Create content people want to read and share
Share it in relevant places
Bonus Hack: How to          keep an article trending•Article get’s published•Promote it on StumbleUpon (cheap, fast way to...
2. Biz dev deals•   Get big companies with complimentary services to send traffic your way•   Start with a test: “Let’s test...
3. Customer Service:   (the most underrated marketing channelThis is how you create passionate users who tell their       ...
Answer the phone315 565 1799   Seriously, call us…
Send Personable EmailsWe have an intern send jib jabs to new paying members to let                   them know “they rock”...
Hold weekly WebinarsThere’s no better way to scale personal demos
Meet your users in person whenever you can
Do something special every once in a whileI flew out and delivered homemade cookies and a trophy to our 10K user
By Patrick AmbronCEO & Co-Founder, BrandYourself     @patrickambronpambron@brandyourself.com
How We (Unexpectedly) Got 60K Users in 60 Hours
How We (Unexpectedly) Got 60K Users in 60 Hours
How We (Unexpectedly) Got 60K Users in 60 Hours
How We (Unexpectedly) Got 60K Users in 60 Hours
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How We (Unexpectedly) Got 60K Users in 60 Hours

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A presentation by Patrick Ambron, CEO of BrandYourself, at GrowHack on October 16, 2012. For more growth hacks you can use to get more users visit www.growhack.com

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How We (Unexpectedly) Got 60K Users in 60 Hours

  1. 1. How We Unexpectedly Got60,000 Users in 60 Hours(And other ways to get userswithout spending money)
  2. 2. A talk by Patrick Ambron CEO of BrandYourself
  3. 3. A few cool things you’ll learn• How to find anyone’s email• How to pitch the press the first time• How to help articles go “viral”• Other ways to show lots of people your cool start up
  4. 4. BrandYourself started as a problem, that turned into an idea, that turned into a mission
  5. 5. The Problem: Pete Kistler, a co-founder, was amodel student, but couldn‘t get an internship. 3.9 GPA Successful entrepreneur Leader on campus Founder of multiple clubs Several relevant internships
  6. 6. He was being mistaken online for an ex-con with the same name
  7. 7. He couldn’t change it, because he wasn’t: This Guy This Guy or A tech genius who could A high net worth individual do it himself who could pay thousands for a reputation firm to do it
  8. 8. So we made it our mission: To help anyone get some control over their searchresults with a simple and free do-it-yourself platform.
  9. 9. (check it out at http://brandyourself.com)
  10. 10. Where we started • Had the idea in 2010 from a dorm room at SU • No marketing budget, no resources, no clueWhere we are Now: • 9 full-time employees • Over 150,000 customers • $1.5 million in funding • Named #1 Emerging Business in NYS ($200k prize), top app at SXSW
  11. 11. How did we get from A to B?
  12. 12. It started with a lot of building…
  13. 13. And rebuilding
  14. 14. and more rebuilding...
  15. 15. Until finally…
  16. 16. …we were ready for Launch!
  17. 17. Growth was pretty good right out of the gate…
  18. 18. but then…
  19. 19. …we hit a tipping point 60k users in 60 hours
  20. 20. So what happened?
  21. 21. On May 1 we announced a feature that(accidentally) went a little viral
  22. 22. First, Mashable picked it up
  23. 23. It brought more traffic than we thought: (not all Mashable articles are created equal) An article trending on the front page for 2 days gets way more traffic than a normal article
  24. 24. Once the story was “hot” other places picked it up
  25. 25. All these new users began sharing BrandYourself,which compounded growth even more
  26. 26. Signups from direct sources and directGoogle searches sky-rocketed
  27. 27. Finally, all the new users created a huge long tail effect We signed up over 10,000 people from sources that signed up less than 200 people each.
  28. 28. Some sent us users through their own BrandYourself profiles
  29. 29. Others wrote personal blog posts
  30. 30. So What Did We Learn (that might help you)?
  31. 31. 1. Pitch the right publication
  32. 32. Once you choose, it’s time to
  33. 33. 2. Pitch one feature at a time(make sure it’s the one people care about)
  34. 34. Bad Pitch: Here’s a list of ten technical features youwon’t really understand. Will you write about it?Good Pitch: We have a new feature that helps you dosomething amazing that no one else can help you do.
  35. 35. 3. Focus the story on specific
  36. 36. Bad Pitch: I just stayed up all night releasing this.You should write about itGood Pitch: Millions of people — like my friendJim — could never learn to speak Spanish. Withthis new product he was fluent in two weeks!
  37. 37. Bonus: How to find a writer’s contact info • Look for any connection possible (LinkedIn, alumni network) • If you can’t find a connection, here are some tricks…
  38. 38. Find the company’s email schema (firstname@company.com lastname@company.com)• See if you know anyone else who works at the company• Google – [name] + email (or) email address – [name] + contact (or) contact information (or) contact me – site:companywebsite.com + [name] + email – site:companywebsite.com + [name] + contact – site:companywebsite.com + ken.lyons [at] companyname.com• Contact them via LinkedIn first (you can’t contact them on LinkedIn unless you have the correct email, so try each schema until it goes through)
  39. 39. Great, now you have theiremail?What do you say when youcontact them?
  40. 40. Cold email: first time storyHi xxx, My name is Patrick, Im a big fan of your work, and have been for while.  Im emailing you today about mycompany, BrandYourself.com to see if you see any fit for a story on xxx. To give you a quick background: We’re the first DIY platform that makes it easy for anyone to take control oftheir own search results. We started the company when my co-founder Pete couldnt get an internshipbecause he was being mistaken for a drug dealer. We wanted to create a free product that put the power ineverybody’s hands. We’ve been able to launch, put together a great team with a great group of investors(link)While growth has been great (link to an article), I’ve always wanted to see an article on xxx.Particularly because I think a two articles you wrote a few years ago did an amazing job summarizing theindustry. As a long time reader myself I think this is something readers would really enjoy.I know you’re busy so just let me know if you have any interest.
  41. 41. Future emails: (Write the story for them)Hi xxx,Hope you had a good weekend! I just wanted to let you know we’re releasing an infographic you might be interested in. I thinkit’s right in line with your content."How Will Google Remember this years top Olympic Athletes" Basically every year, new stars emerge, and they are surrounded by a lot of chatter. Once the games end and the chatter dies, Google becomes their post Olympic legacy, and unfortunately its not always in their favor. We looked at the 3 most talked about athletes to determine what their post Google legacy will be (basically what people will find about them in 10 years). Michael Phelps "the Icon", Ryan Lochte "the rival" and Gabby Douglas "the newbie"Some of our conclusions (I think each one could make an interesting headline): –Michael Phelps will be forever remembered in Google as a legend, and not as a lazy stoner –Lochte will be forever remembered in Google as the frat boy idiot who could never beat Phelps, and not as an incredible 11 time olympic medalist –Unfortunately, all the petty controversy around Gabby Douglass hair will forever tarnish the memory of her historic victory in Google.Let me know if youre interested or if you want to jump on a quick call. Infographic is attached. If you have any questions, justlet me know.
  42. 42. 4. Focus on your sign up flow
  43. 43. Ideal Home Page
  44. 44. Pretty good home page (thank you)
  45. 45. Really good home page
  46. 46. Obviously really bad homepage
  47. 47. Not as obvious bad homepage
  48. 48. 5. Know where your product can be viral (even if it isn’t a social network) People will always share an interesting experience
  49. 49. People like to brag about
  50. 50. People want to do what their friends do
  51. 51. Other companies that work• DropBox: Invite a friend you both get free space• Skype: Invite a friend and you both get to talk to each other for free
  52. 52. 6. Have a great product“The quickest way to kill a bad product is good advertising”
  53. 53. Ok, but how do I have a
  54. 54. Solve a problem VS.
  55. 55. 1 billion names are Googled every day75%of HR departments are required to research candidates online
  56. 56. The Problem: Most people are not represented by well- branded content about themselves:Nega%ve Irrelevant Hey,  that’s  not  me!
  57. 57. Solve a specific problem
  58. 58. We Were:“Put your best foot forward on the web”: • Manage your entire online reputation • Own your Google results • Track your digital breadcrumbs • Create effective social media profiles • Get more fans and followers • Figure out how to blog • Automate your social media outreach • Manage your online privacy
  59. 59. Screenshot of our old website
  60. 60. Now, we’re this:Own Your Google Results
  61. 61. Other things that have worked for us
  62. 62. 1. Create content people want to read and share
  63. 63. Share it in relevant places
  64. 64. Bonus Hack: How to keep an article trending•Article get’s published•Promote it on StumbleUpon (cheap, fast way to get it in frontof even more people to get more likes, tweets, etc.)•The more interaction, the longer it trends•The longer it trends, the more traffic
  65. 65. 2. Biz dev deals• Get big companies with complimentary services to send traffic your way• Start with a test: “Let’s test it in your newsletter before we try anything”• Hit their social media/blogging team: They are always looking for good content, free way to get in front of all their customers
  66. 66. 3. Customer Service: (the most underrated marketing channelThis is how you create passionate users who tell their friends about you
  67. 67. Answer the phone315 565 1799 Seriously, call us…
  68. 68. Send Personable EmailsWe have an intern send jib jabs to new paying members to let them know “they rock” http://www.jibjab.com/view/VoemwvBIAQBdmHFC?utm_campaign=URL +Copy&utm_medium=Share&utm_source=JibJab&cmpid=jj_url
  69. 69. Hold weekly WebinarsThere’s no better way to scale personal demos
  70. 70. Meet your users in person whenever you can
  71. 71. Do something special every once in a whileI flew out and delivered homemade cookies and a trophy to our 10K user
  72. 72. By Patrick AmbronCEO & Co-Founder, BrandYourself @patrickambronpambron@brandyourself.com
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