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Going for Global
5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca Rosenfelt
Airbnb Product Manager, Growth
@rrosenfelt
August 7, 2014
Immaculate growth.
1. Virality
1. Virality
2. SEO
3. Paid Acquisition
1. Talk to humans
Meh.
Go to there.
Paris
KeyVacation Regions
• Talk to people
• Party/info session
• Get early adopters to invite friends
• Booth at local events
• Low-cost local ads
• Flyers
• Follow up later
5x
better CPA
…and they kept growing 2x faster than control.
2. Launch with all you’ve got
• Stunts
• Parties
• Flyers
• Press
• …hit the
pavement to get
word out
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Danish site launch
Denmark
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Danish site launch
Denmark
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Denmark Users
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Poland Users
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
3. Find influencers among your users
SignupsFromReferredUsers
?
?
4. Study your users - you know more than you think
Secretly Amazing Demographic Insights
• Campaign Monitor
• Mailchimp
• Sendgrid
• Litmus (GREAT for email testing, too!)
Email Resources
5. Don’t ditch your data
Positive results
Negative results
No results:)
1. CPA (lets you compare different levers)
2. NPS (emotions!)
3. Leading indicators like “search with dates” (useful if
volume is low)
4. Conversion funnel metrics
Favorite Metrics
1. Talk to humans
2. Launch with all you’ve got
3. Find influencers among your users
4. Study your users - you know more than you think
5. Don’t ditch your data
Summary
Summary
+
Thank you!
rebecca.rosenfelt@airbnb.com
@rrosenfelt

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[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails