Find out which metrics matter the most for user growth, take a peek inside the growth toolkit, and learn how to make a product go viral.

1. USER GROWTH
FOR
SOCIAL GOOD COMPANIES

2. GROWTH
1. What’s user growth?
2. Metrics that matter
3. User growth channels
a. Paid
b. Unpaid

3. Source: Dave Mc Clure, Startup Metrics for Pirates

4. Source: Dave Mc Clure, Startup Metrics for Pirates
THIS

5. 1. WHAT’S USER GROWTH?

6. Hockey stick acquisition curve...
Hotmail subscriber growth, 1996 - 1997 Source:Draper Fisher Jurvetson

7. Source: Alex Shutlz, Facebook
...AND asymptote retention curve

8. User acquisition without
retention = no growth.

9. 2. METRICS THAT MATTER

10. Diffusion of Innovations

11. Product Market Fit KPIs
● Qualitative
○ Net Promoter Score “How likely is it that you woul
recommend [product] to a friend?”
● Quantitative
○ North Star Metric - defines engagement
■ Facebook: Monthly Active Users
■ Airbnb: Nights Booked
■ Whatsapp: Messages Sent
○ Retention Rate - defines retention

12. ● All Prior Quantitative Metrics and….
● Growth Rate (WoW, MoM)
● Payback < 12m - for paid acquisition
● K Factor > 1 - for virality
○ k = i * c
■ i = # of invites sent by customer/user
■ c = conversion rate of invites (#signups/#invites)
Growth KPIs

13. 3. USER GROWTH CHANNELS

14. Growth Channels Toolkit
● VIRALITY / REFERRAL
● PR
● SEO
● BIZ DEV
● SOCIAL
● PAID SOCIAL
● PAID INFLUENCERS
● PAID SEM
● PAID DISPLAY
● AFFILIATE
● TV
NO $ $

15. Charity Water: Case Study

16. Charity Water: Growth
● Mission: Bring clean and safe drinking water to
every person in the world
● Core brand elements: Logo/name, transparency,
storytelling through rich media
● Early adopters: Tech celebrities
● Growth product and channel: Birthday campaigns
shareable on Facebook, 1 gala/year

17. TED: Case Study
● Mission: Ideas worth spreading
● Core brand elements: Logo/name, video format
● Early adopters: Elite in ‘ideas’ areas
● Growth product and channel:
○ From exclusive event 1/year to TED events run
independently all over the world
○ Video format 1. in trend 2. highly shareable 3. shareable by
TED speakers

18. 1. Build a BRAND around a clear MISSION
2. Tell STORIES abt the change you are driving
3. Focus on AUDIENCE and CHANNEL
4. EMPOWER users to spread the word

19. What is your main virality channel?
Examples:
● Hotmail: Email “PS: I love you. Get your free email
at Hotmail”
● Airbnb: Automatic craigslists posts
● LinkedIn: SEO optimization of user profiles
● Youtube: Embed video capability
● Etc.

20. What’s your virality mechanism?

21. What’s your virality mechanism?

22. Paid Acquisition Channels
SEM Pull marketing
Targeting by search queries
FACEBOOK,
TWITTER
Push marketing
Targeting by interest, geo, communities
INFLUENCERS Push marketing
Instagram, Youtube

23. THANK YOU
Maud Pasturaud - Secret.ly
Follow me on Twitter: @maudpas
www.maudpasturaud.com