Taking your Site from One to One Million Users by Kevin Rose

Carsonified Team
Carsonified TeamCarsonified
1 TO 1M
USERS
      Kevin Rose
My background
• Digg, WeFollow, Revision3, Pownce
• Investor: Twitter, OMGPOP, DailyBooth,
  FourSquare
• Advisor: NGMOCO, SixApart, Thread
#1. Ego
#1. Ego
• Ask yourself: Does this feature increase the
  users self-worth or stoke the ego?
#1. Ego
• Ask yourself: Does this feature increase the
  users self-worth or stoke the ego?
• If a user is contributing to my system, what
  emotional rewards do they walk away with?
  What (visible) rewards will they receive?
Twitter Followers
Why do followers work?
Why do followers work?
•   Twitter provides a (largely) one way
    communication platform - zero expectations,
    approachable for any user
Why do followers work?
•   Twitter provides a (largely) one way
    communication platform - zero expectations,
    approachable for any user
•   Follower counts take on the form of social
    currency - in the users mind the more the
    better
Why do followers work?
•   Twitter provides a (largely) one way
    communication platform - zero expectations,
    approachable for any user
•   Follower counts take on the form of social
    currency - in the users mind the more the
    better
•   Increased follower counts (even by spammers)
    gives individuals the false impression of
    audience
Digg Leaderboard
Digg Stories
#2. Simplicity
#2. Simplicity
#2. Simplicity
• Stop over building features
#2. Simplicity
• Stop over building features
• Pick 2-3 things to focus on
#2. Simplicity
• Stop over building features
• Pick 2-3 things to focus on
• Ask yourself: Is there anything
  I can take out of this feature?
#3. Build & Release
#3. Build & Release
• Stop thinking you understand your users
#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
  your site, not what you think they’ll do
#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
  your site, not what you think they’ll do
• Decide on what you’re going to build... and
  build it (avoid analysis paralysis)
#3. Build & Release
• Stop thinking you understand your users
• Learn from what they’re actually doing on
  your site, not what you think they’ll do
• Decide on what you’re going to build... and
  build it (avoid analysis paralysis)
• Build, release, iterate, and repeat
#4. Hack The Press
#4. Hack The Press
• Invite only system (Pownce, Digg v3)
Taking your Site from One to One Million Users by Kevin Rose
#4. Hack The Press
• Invite only system (Pownce, Digg v3)
#4. Hack The Press
• Invite only system (Pownce, Digg v3)
• Talk to the junior bloggers
#4. Hack The Press
• Invite only system (Pownce, Digg v3)
• Talk to the junior bloggers
• Attend parties for events you can’t afford -
  network w/influencers, bring a demo
#5. Connect w/your
    community
#5. Connect w/your
       community
• Start a podcast (it’s OK if not everyone
  listens)
#5. Connect w/your
       community
• Start a podcast (it’s OK if not everyone
  listens)
• Throw a launch party, then yearly/quarterly
  events - invite the press/influencers
  personally - don’t tell the bar
#5. Connect w/your
       community
• Start a podcast (it’s OK if not everyone
  listens)
• Throw a launch party, then yearly/quarterly
  events - invite the press/influencers
  personally - don’t tell the bar
• Engage w/the community, be an active
  participant your own ecosystem
#6. Advisors
#6. Advisors
• What technical problems are you going to
  have?
#6. Advisors
• What technical problems are you going to
  have?
• Advisors can be helpful in a whole slew of
  areas (marketing/hiring/bizdev)
#6. Advisors
• What technical problems are you going to
  have?
• Advisors can be helpful in a whole slew of
  areas (marketing/hiring/bizdev)
• Stock compensation, typically not a board
  seat, solid advisors help during fund raising
#7. Leverage your userbase
    to spread the word
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin Rose
#8. Does your product
provide value for 3rd party
           sites?
Taking your Site from One to One Million Users by Kevin Rose
Taking your Site from One to One Million Users by Kevin Rose
#9. Analyze your traffic
#9. Analyze your traffic
• Install Google analytics
#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)
#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)
• Paths through site
#9. Analyze your traffic
• Install Google analytics
• Entrance sources (search?)
• Paths through site
• Top exit pages
#10. The entire picture
Thank You!

             @kevinrose
             digg/kevinrose
Taking your Site from One to One Million Users by Kevin Rose
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Taking your Site from One to One Million Users by Kevin Rose

  • 1. 1 TO 1M USERS Kevin Rose
  • 2. My background • Digg, WeFollow, Revision3, Pownce • Investor: Twitter, OMGPOP, DailyBooth, FourSquare • Advisor: NGMOCO, SixApart, Thread
  • 4. #1. Ego • Ask yourself: Does this feature increase the users self-worth or stoke the ego?
  • 5. #1. Ego • Ask yourself: Does this feature increase the users self-worth or stoke the ego? • If a user is contributing to my system, what emotional rewards do they walk away with? What (visible) rewards will they receive?
  • 8. Why do followers work? • Twitter provides a (largely) one way communication platform - zero expectations, approachable for any user
  • 9. Why do followers work? • Twitter provides a (largely) one way communication platform - zero expectations, approachable for any user • Follower counts take on the form of social currency - in the users mind the more the better
  • 10. Why do followers work? • Twitter provides a (largely) one way communication platform - zero expectations, approachable for any user • Follower counts take on the form of social currency - in the users mind the more the better • Increased follower counts (even by spammers) gives individuals the false impression of audience
  • 15. #2. Simplicity • Stop over building features
  • 16. #2. Simplicity • Stop over building features • Pick 2-3 things to focus on
  • 17. #2. Simplicity • Stop over building features • Pick 2-3 things to focus on • Ask yourself: Is there anything I can take out of this feature?
  • 18. #3. Build & Release
  • 19. #3. Build & Release • Stop thinking you understand your users
  • 20. #3. Build & Release • Stop thinking you understand your users • Learn from what they’re actually doing on your site, not what you think they’ll do
  • 21. #3. Build & Release • Stop thinking you understand your users • Learn from what they’re actually doing on your site, not what you think they’ll do • Decide on what you’re going to build... and build it (avoid analysis paralysis)
  • 22. #3. Build & Release • Stop thinking you understand your users • Learn from what they’re actually doing on your site, not what you think they’ll do • Decide on what you’re going to build... and build it (avoid analysis paralysis) • Build, release, iterate, and repeat
  • 23. #4. Hack The Press
  • 24. #4. Hack The Press • Invite only system (Pownce, Digg v3)
  • 26. #4. Hack The Press • Invite only system (Pownce, Digg v3)
  • 27. #4. Hack The Press • Invite only system (Pownce, Digg v3) • Talk to the junior bloggers
  • 28. #4. Hack The Press • Invite only system (Pownce, Digg v3) • Talk to the junior bloggers • Attend parties for events you can’t afford - network w/influencers, bring a demo
  • 29. #5. Connect w/your community
  • 30. #5. Connect w/your community • Start a podcast (it’s OK if not everyone listens)
  • 31. #5. Connect w/your community • Start a podcast (it’s OK if not everyone listens) • Throw a launch party, then yearly/quarterly events - invite the press/influencers personally - don’t tell the bar
  • 32. #5. Connect w/your community • Start a podcast (it’s OK if not everyone listens) • Throw a launch party, then yearly/quarterly events - invite the press/influencers personally - don’t tell the bar • Engage w/the community, be an active participant your own ecosystem
  • 34. #6. Advisors • What technical problems are you going to have?
  • 35. #6. Advisors • What technical problems are you going to have? • Advisors can be helpful in a whole slew of areas (marketing/hiring/bizdev)
  • 36. #6. Advisors • What technical problems are you going to have? • Advisors can be helpful in a whole slew of areas (marketing/hiring/bizdev) • Stock compensation, typically not a board seat, solid advisors help during fund raising
  • 37. #7. Leverage your userbase to spread the word
  • 42. #8. Does your product provide value for 3rd party sites?
  • 45. #9. Analyze your traffic
  • 46. #9. Analyze your traffic • Install Google analytics
  • 47. #9. Analyze your traffic • Install Google analytics • Entrance sources (search?)
  • 48. #9. Analyze your traffic • Install Google analytics • Entrance sources (search?) • Paths through site
  • 49. #9. Analyze your traffic • Install Google analytics • Entrance sources (search?) • Paths through site • Top exit pages
  • 50. #10. The entire picture
  • 51. Thank You! @kevinrose digg/kevinrose

Editor's Notes

  1. When I cover the Ego, it’s important to remember that I don’t believe these principles should dictate which features you’re building, but more as a way to evaluate how a certain feature may subconsciously impact the features usage
  2. When I cover the Ego, it’s important to remember that I don’t believe these principles should dictate which features you’re building, but more as a way to evaluate how a certain feature may subconsciously impact the features usage
  3. why has twitter exploded? it’s a popularity contest. It has turned celebrities into free spokesperson - that’s unheard of - this is millions of dollars of free media exposure. Love it or hate it, this has helped twitter grow
  4. 2: this turned celebrities into instant mouthpieces
  5. 2: this turned celebrities into instant mouthpieces
  6. 2: this turned celebrities into instant mouthpieces
  7. Digg top user list was very important during the early days.
  8. Hightlight the users doing the work
  9. - Scaling / Usability
  10. - Scaling / Usability
  11. - Scaling / Usability
  12. - Scaling / Usability