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August 14, 2013
Three Growth “Hacks”
Josh Elman @joshelman

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Josh Elman

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Three Growth “Hacks”
1. The Double Viral Loop
2. The Learn Flow
3. User accounting

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The Double Viral Loop

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Single viral loop

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LinkedIn invites (2004)

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Single viral k-factor
k = 1 new user
x % who invite
x avg # invites sent
x open rate
x click-through rate
x registration rate

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Viral but slow
• < 25% new users typed at least one email address
• Most people had 1 connection

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Viral but still pretty slow
• < 10% uploaded their address book
• # invites per inviter increased to > 30
• Most people still had one connection.
• BUT... > 90% had one position on profile

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Reconnect increases overall usage
• Reconnect stats:87,000
senders (600,000
messages)
• Since April 29:
327,000 recipients
Page views: +41% Guest invitations: +16%
Searches: +33% Profile positions +38%

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Double viral k-factor
k = 1 new user
x % who invite
x avg # invites sent
x open rate +
x click-through rate
x registration rate
1 new user

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Find your double loop
1. Choose the simplest way to connect people
2. Enable new users to nudge existing users
3. Push existing users to invite/share upon returning

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The Learn Flow

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When someone signs up...
• “I’ve read somewhere this cool”
• “My friend said she loves it and wants me to try it”
• “I feel like I’m the last one to try this”
• “Free trial, I’ll give it a shot”

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YOU HAVE MORE ATTENTION NOW
THAN YOU EVER WILL AGAIN

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Slow down, it’s ok to explain

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But don’t just tell, get users to engage

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Give context

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Ask when it’s appropriate, not first

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User accounting

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Regulars or visitors, how do you know?
Visitors Regulars
just use once use daily/monthly
come via a prompt come directly
don’t remember your
name
top of mind

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Track who goes inactive

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How many people are
really using your product?
really using your product?

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Step 1: Determine who is “core”

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Step 2: Understand activations
CORE
CURIOU
S
NEW CASUA
L
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%
1%

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Step 3: Figure out why
Following more than 30 accounts 1/3 - mutual follows
2/3 - one-way follows

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Step 4: Track it daily
(+) New User Registrations
(+) Resurrected Users
(-) Deactivations
(-) Gone Inactive
--------------------------------------(+/-)
Net Change
(+) 20,000
(+) 1050
(-) 50
(-) 10,000
--------------------------------------(+)
11,000 (4mm MAU/year)
--------------------------------------Net
Active Users
--------------------------------------
1,011,000 total users
Total Active Yesterday
--------------------------------------
1,000,000 total users
--------------------------------------

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What do I do next?
Be Creative.
Use your data.
Build features.
Ship. Test. Learn.

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August 14, 2013
Three Growth “Hacks”
Josh Elman @joshelman
http://medium.com/@joshelman