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Growing Your Online Audience - a talk from Brazil Innovators Conference
This document discusses growing an online audience and SoundCloud's experience and strategies for growth. It provides examples of how SoundCloud increased downloads in Brazil by 50% through targeted experiments, decreased signup conversion by 10% through testing landing pages, increased Android downloads by over 40% through referral traffic changes, and increased native app registrations by 30% through app store optimization tests. The key lessons are that SoundCloud achieved growth through insight-informed testing and iteration of targeted, high ROI tactics and calculated bets.
![[Success Story] SoundCloud](https://cdn.slidesharecdn.com/ss_thumbnails/atcssoundclouden-140326082616-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Growing Your Online Audience - a talk from Brazil Innovators Conference
- 1. GROWING YOUR ONLINEAUDIENCE BRAZIL INNOVATORS CONFERENCE - SEPT 13
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- 3. SOUNDCLOUD IS THEWORLD’S LEADING AUDIO PLATFORM
- 4. Every minute, creatorsupload 12hrs of audio
- 5. PRESIDENT OBAMA FOO FIGHTERS SNOOPLION MADONNA SKRILLEX MACKLEMORE JOHN OLIVER (DAILY SHOW/BUGLE)
- 6. AUDIENCE: THE WEB-NATIVEUSERS OF THE FUTURE MORE SOCIAL SAVVY LEAN FORWARD High usage of social media sites compared to average US consumer More likely try new things and define themselves as tech savvy More memberships of music and audio services per user
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- 8. “The YouTube ofSound” « The Youtube of Sound » “8th fastest growing site in the U.S” « Fan activity on SoundCloud tripled in 2012, making it the fastest growing social service for music. » « 8th fastest growing site in the U.S. »
- 9. SO HOW DIDWE GET THERE...?
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- 12. FUNDAMENTALS OF GROWTH Insight informed Test& iterate Targeted & tactical High ROI
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- 14. How did weget to number 1 in the Brazilian App Store
- 17. THE RESULTS Overall Ranking Before During After CategoryRanking 115 4 86 12 1 9 50% increase in downloads
- 18. How did weincrease first month retention by over 20%
- 19. OUR AUDIENCE The SoundClouduser is young, natively social, savvy, early adopter and lean in contributor
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- 23. How did wedecrease signup conversion by almost 10%
- 25. Save this songfor later -10% +25%
- 26. How did weincrease Android downloads by over 40%
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- 28. How did weincrease native app registrations by 30%
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- 30. How did weincrease email effectiveness by 100%
- 33. DO THE HUSTLE. STAYHUMBLE.
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- 36. THANK YOU! P.S. WE’REHIRING. SOUNDCLOUD.COM/JOBS