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All aboard? Turning users into active users

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My talk at Twitter's Chirp developer conference on April 15, 2010.

Talk description:
Enabling users to sign up with Twitter is a nice first step but it's just the beginning of turning those users into active users of your site. Learn about how we think about onboarding users at Twitter and some ways in which you can use Twitter Connect and the Twitter graph to help get your users going more quickly.

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All aboard? Turning users into active users

  1. All aboard? Turning users into active users by Josh Elman (@joshelman)
  2. What’s on Tap • Hashtag for Questions: #chirponboard • Who’s this guy? • What is a “user”? • Making a ladder of engagement • Curious -> Casual -> Committed • Getting your committed users to help
  3. Josh Elman / @joshelman • Joined Twitter in October (before half the company) • Product Manager for Onboarding • Before Twitter: • Worked on and launched Facebook Connect • Product at Zazzle and LinkedIn • Wrote some Windows apps
  4. What is a user?
  5. Someone who Tweets?
  6. Consumer
  7. Consumer Producer
  8. Consumer Producer
  9. Becoming a regular •Do you visit every day or more? •Do you visit on your own? •Is this site/app “top of mind”?
  10. Engagement is not a binary value credit: Marcus Q on Flickr
  11. Have questions about users?
  12. Have questions about users? ASK THEM!
  13. Have questions about users? location U.S. only contact opt-in for email history signed up > 30 and < 60 days ago activity logged in 10+ days of the past 30 missing no logins first 7 days (excluding signup on first day)
  14. Making a ladder of engagement
  15. All possible users Your users
  16. committed casual curious
  17. committed casual curious
  18. magnets, hooks, & glue
  19. How?
  20. × How? Why?
  21. Pay attention outside too
  22. FOLLOW US BY TEXTING 40404 WITH: twitter.com
  23. FOLLOW US BY TEXTING 40404 WITH: twitter.com SevillaTapasSD
  24. committed casual curious
  25. credit: snowpeak on Flickr
  26. There are two types credit: infomatique on Flickr of people in this world: Those who finish what they start @lisarahmat — 1:45am Jan 26th, 2010
  27. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  28. I have captured the epitome of despair. @trammell — 3:15pm Oct 26th 2009
  29. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  30. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  31. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit!Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  32. Art & Design Music Books News Business Politics Charity Science Entertainment Sports Family Staff Picks Fashion Staff Picks for Haiti Food & Drink Technology Funny Travel Health Twitter
  33. New flow step 1 step 2
  34. New flow with one extra step step 1 step 2 step 3
  35. New flow with one extra step +29% increase in users who completed the flow step 1 step 2 step 3
  36. Your interface tells a story
  37. Mint.com LinkedIn
  38. committed casual curious
  39. Getting your committed users to help
  40. FOLLOW US BY TEXTING 40404 WITH: twitter.com
  41. FOLLOW US BY TEXTING 40404 WITH: twitter.com SevillaTapasSD
  42. New users are 3x more likely to add friends if they are suggested
  43. New users are 3x more likely to add friends if they are suggested Dormant users 4x more likely to re- engage if given social motivation Source: rapleaf.com
  44. “ Good design isn’t about making decisions for your users, it’s about making those decisions irrelevant. @rands — 11:12am Feb 16th 2010 credit: nerovivo on Flickr
  45. Closing Thoughts
  46. Closing Thoughts 1. Measure the right things - regular users
  47. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users
  48. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already
  49. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them
  50. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them 5. Have fun and make it fun!
  51. Closing Thoughts 1. Measure the right things - regular users 2. Never hesitate to ask your users 3. Lean on your committed users - they love you already 4. Look to the numbers, but don’t live by them 5. Have fun and make it fun! • Hashtag for Questions: #chirponboard

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