CONFIDENTIAL
Why Delighted Users are the Best Way to Grow
COMMUNITY GROWTH HACKS
CONFIDENTIAL
Hi! I’m
Jess Lee
POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON /
jessyok...
CONFIDENTIAL
Polyvore is a New Way to
Discover & Shop for Things You Love
3SOURCE: POLYVORE INTERNAL DATA
+	
   =	
  +	
  
CONFIDENTIAL
20M
Visitors
Per Month
4
52%
20%
15% 13%
AGES
18-34 35-44 45-54 55+
77%
FEMALE
$70k+
AVERAGE HHI
24%
$100k+
S...
CONFIDENTIAL
2nd Largest
Driver of Social
Commerce Traffic
HIGH QUALITY SOCIAL
TRAFFIC THAT CONVERTS
BETTER THAN ANYONE ELSE...
CONFIDENTIAL
4M
Sets created
per month
6
OUTFITS, COLLAGES,
MOODBOARDS MADE BY A
GLOBAL USER COMMUNITY
CONFIDENTIAL
The best kind of growth hacking is
cultivating a delighted community of users
CONFIDENTIAL
Word of Mouth à GrowthDelight à
Delight à Traffic Growth
Delight à Funding Growth
I heard about you 3 times recently:
1)  My assistant loves your site and
mentioned you at work
2...
CONFIDENTIAL
Community Hacks: How to Build a
Delighted User Community
CONFIDENTIAL 12
3 Principles for Delighted Communities
LEARN: LEARN FROM COMMUNITY FEEDBACK
LOVE: SHOW THE COMMUNITY MUCH ...
CONFIDENTIAL 13
LIVE: COMMUNITY STARTS FROM WITHIN
Your company has to truly care about your community. If not, it’ll show...
CONFIDENTIAL
Make it part of your culture
BAKE IT INTO YOUR COMPANY VALUES AND NEW HIRE ORIENTATION
14
CONFIDENTIAL
Decorate your office with community memorabilia
LOVE LETTERS AND COMMUNITY CONTENT AS WALL DÉCOR
15
CONFIDENTIAL
Do a weekly email update about community
TOP FEATURE REQUESTS, LOVE LETTERS, MEMBER SPOTLIGHT
16
CONFIDENTIAL
Hire a dedicated community team
THEY DO CUSTOMER SUPPORT + TOP MEMBER OUTREACH PROGRAMS
17
CONFIDENTIAL 18
LEARN: LEARN FROM COMMUNITY FEEDBACK
Listen to your community and incorporate their feedback into your pro...
CONFIDENTIAL
Get feedback from your community early
FLINTO WORKS WELL FOR VERY EARLY PROTOTYPES
19
CONFIDENTIAL
Write good launch announcements that explain why
ANTICIPATE CHANGE AVERSION
20
Today, we’re excited to share ...
CONFIDENTIAL
Listen carefully to the feedback
COLLECT EVERYTHING INTO A GOOGLE DOC AND TALLY THE TOP REQUESTS
21
CONFIDENTIAL
Respond quickly with updates
PROVE THAT YOU’RE REALLY LISTENING
22
CONFIDENTIAL
Address problems head on
SHOW THAT YOU’RE HUMAN
23
CONFIDENTIAL
Say sorry
SHOW THAT YOU’RE HUMAN
24
CONFIDENTIAL
Say thank you
SHOW THAT YOU’RE HUMAN
25
CONFIDENTIAL 26
LOVE: SHOW HOW MUCH YOU CARE
Make sure your community knows how much you love and appreciate them.
CONFIDENTIAL
Spotlight community in your product & social media
INTERVIEW TOP USERS. FEATURE THEM IN YOUR PRODUCT. TWEET A...
CONFIDENTIAL
Send your community gifts and handwritten thank you notes
PERSONALIZED GIFTS AND HANDWRITTEN NOTES ARE MORE M...
CONFIDENTIAL
Help your community achieve their dreams & aspirations
FIND OUT WHAT THEIR DREAMS AND ASPIRATIONS ARE
29
CONFIDENTIAL
Help your community achieve their dreams & aspirations
USE YOUR PERSONAL NETWORK AND COMPANY CONNECTIONS TO M...
CONFIDENTIAL 31
3 Principles for Delighted Communities
LEARN: LEARN FROM COMMUNITY FEEDBACK
LOVE: SHOW THE COMMUNITY MUCH ...
CONFIDENTIAL
Delight à Word of Mouth à Growth
As long as I have been a member of Polyvore,
the team has always been atte...
CONFIDENTIAL
Thank you! Questions?
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Hustle Con - Community Hacks: Why Delighted Users Are The Best Way To Grow

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Jess Lee from Polyvore at Hustle Con - Community Hacks: Why Delighted Users Are The Best Way To Grow

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Hustle Con - Community Hacks: Why Delighted Users Are The Best Way To Grow

  1. 1. CONFIDENTIAL Why Delighted Users are the Best Way to Grow COMMUNITY GROWTH HACKS
  2. 2. CONFIDENTIAL Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER / GOOGLE MAPS PM / STANFORD CS / MANGA / DRAWING / BACON / jessyoko.com @jesskah
  3. 3. CONFIDENTIAL Polyvore is a New Way to Discover & Shop for Things You Love 3SOURCE: POLYVORE INTERNAL DATA +   =  +  
  4. 4. CONFIDENTIAL 20M Visitors Per Month 4 52% 20% 15% 13% AGES 18-34 35-44 45-54 55+ 77% FEMALE $70k+ AVERAGE HHI 24% $100k+ SOURCE: UNIQUE VISITOR NUMBER: POLYVORE INTERNAL DATA; DEMOGRAPHIC INFORMATION: NIELSEN RESEARCH, @PLAN Q3 2013; BASE = ONLINE ADULTS 18+
  5. 5. CONFIDENTIAL 2nd Largest Driver of Social Commerce Traffic HIGH QUALITY SOCIAL TRAFFIC THAT CONVERTS BETTER THAN ANYONE ELSE 5 0.7 0.9 1.0 1.6 5%15%20%60%$93K$2.1M$6.3M$10.7M TOTAL SALES FROM SOCIAL SESSIONS AVERAGE SHARE OF TRAFFIC SALES TO TRAFFIC RATIO $383 $58 $92 $199 SOURCE: RICH RELEVANCE 2013 AVERAGE ORDER VALUE PER SESSION
  6. 6. CONFIDENTIAL 4M Sets created per month 6 OUTFITS, COLLAGES, MOODBOARDS MADE BY A GLOBAL USER COMMUNITY
  7. 7. CONFIDENTIAL The best kind of growth hacking is cultivating a delighted community of users
  8. 8. CONFIDENTIAL Word of Mouth à GrowthDelight à
  9. 9. Delight à Traffic Growth
  10. 10. Delight à Funding Growth I heard about you 3 times recently: 1)  My assistant loves your site and mentioned you at work 2)  My best friend (CEO of a major fashion brand) is an advertiser and mentioned you at dinner 3)  My old colleague (exec at an investment bank) mentioned you at a conference we were at “
  11. 11. CONFIDENTIAL Community Hacks: How to Build a Delighted User Community
  12. 12. CONFIDENTIAL 12 3 Principles for Delighted Communities LEARN: LEARN FROM COMMUNITY FEEDBACK LOVE: SHOW THE COMMUNITY MUCH YOU CARE LIVE: COMMUNITY STARTS FROM WITHIN
  13. 13. CONFIDENTIAL 13 LIVE: COMMUNITY STARTS FROM WITHIN Your company has to truly care about your community. If not, it’ll show.  
  14. 14. CONFIDENTIAL Make it part of your culture BAKE IT INTO YOUR COMPANY VALUES AND NEW HIRE ORIENTATION 14
  15. 15. CONFIDENTIAL Decorate your office with community memorabilia LOVE LETTERS AND COMMUNITY CONTENT AS WALL DÉCOR 15
  16. 16. CONFIDENTIAL Do a weekly email update about community TOP FEATURE REQUESTS, LOVE LETTERS, MEMBER SPOTLIGHT 16
  17. 17. CONFIDENTIAL Hire a dedicated community team THEY DO CUSTOMER SUPPORT + TOP MEMBER OUTREACH PROGRAMS 17
  18. 18. CONFIDENTIAL 18 LEARN: LEARN FROM COMMUNITY FEEDBACK Listen to your community and incorporate their feedback into your product
  19. 19. CONFIDENTIAL Get feedback from your community early FLINTO WORKS WELL FOR VERY EARLY PROTOTYPES 19
  20. 20. CONFIDENTIAL Write good launch announcements that explain why ANTICIPATE CHANGE AVERSION 20 Today, we’re excited to share a new version of the Polyvore iPhone app that makes it easier, faster and more fun to find and browse what you love. Here are some of the things we’ve changed: Simpler, cleaner design. Mobile apps are best when they’re simple! We got feedback that horizontal scrolling was confusing, so we changed the Feed to scroll vertically. Based on feedback from our many beta testers, we found that this is much easier and faster to use. While we were at it, we took the time to make our design feel more streamlined and modern..
  21. 21. CONFIDENTIAL Listen carefully to the feedback COLLECT EVERYTHING INTO A GOOGLE DOC AND TALLY THE TOP REQUESTS 21
  22. 22. CONFIDENTIAL Respond quickly with updates PROVE THAT YOU’RE REALLY LISTENING 22
  23. 23. CONFIDENTIAL Address problems head on SHOW THAT YOU’RE HUMAN 23
  24. 24. CONFIDENTIAL Say sorry SHOW THAT YOU’RE HUMAN 24
  25. 25. CONFIDENTIAL Say thank you SHOW THAT YOU’RE HUMAN 25
  26. 26. CONFIDENTIAL 26 LOVE: SHOW HOW MUCH YOU CARE Make sure your community knows how much you love and appreciate them.
  27. 27. CONFIDENTIAL Spotlight community in your product & social media INTERVIEW TOP USERS. FEATURE THEM IN YOUR PRODUCT. TWEET AT THEM. 27
  28. 28. CONFIDENTIAL Send your community gifts and handwritten thank you notes PERSONALIZED GIFTS AND HANDWRITTEN NOTES ARE MORE MEANINGFUL 28
  29. 29. CONFIDENTIAL Help your community achieve their dreams & aspirations FIND OUT WHAT THEIR DREAMS AND ASPIRATIONS ARE 29
  30. 30. CONFIDENTIAL Help your community achieve their dreams & aspirations USE YOUR PERSONAL NETWORK AND COMPANY CONNECTIONS TO MAKE IT HAPPEN 30
  31. 31. CONFIDENTIAL 31 3 Principles for Delighted Communities LEARN: LEARN FROM COMMUNITY FEEDBACK LOVE: SHOW THE COMMUNITY MUCH YOU CARE LIVE: COMMUNITY STARTS FROM WITHIN
  32. 32. CONFIDENTIAL Delight à Word of Mouth à Growth As long as I have been a member of Polyvore, the team has always been attentive and kept the community their number one priority. I always assumed that as Polyvore grew, the genuine concern for the users' satisfaction would take a backseat to other company goals. Fortunately, I was very wrong! I am continually amazed at how much of a family atmosphere Polyvore is able to create all across the world! I am so thankful to be part of this community and I sing praises for Polyvore every chance I get! 32 “
  33. 33. CONFIDENTIAL Thank you! Questions?
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