GROWING YOUR ONLINE AUDIENCE
BRAZIL INNOVATORS CONFERENCE - SEPT 13
HI, I’M THOM
SOUNDCLOUD IS THE WORLD’S
LEADING AUDIO PLATFORM
Every minute, creators upload

12hrs
of audio
PRESIDENT OBAMA

FOO FIGHTERS

SNOOP LION

MADONNA

SKRILLEX

MACKLEMORE

JOHN OLIVER
(DAILY SHOW/BUGLE)
AUDIENCE: THE WEB-NATIVE USERS
OF THE FUTURE

MORE SOCIAL

SAVVY

LEAN FORWARD

High usage of social
media sites compared ...
reaching over

200m
people every month
“The YouTube of Sound”
« The Youtube of Sound »

“8th fastest growing site in the U.S”
« Fan activity on SoundCloud
triple...
SO HOW DID WE GET
THERE...?
Users

01/11

03/11

05/11

07/11

09/11

11/11

01/12

03/12

05/12

07/12

09/12

11/12

01/13

03/13

05/13

07/13

09/...
GROWTH TEAM
Engineering

Design

Product

Marketing
FUNDAMENTALS OF GROWTH
Insight
informed

Test &
iterate

Targeted
& tactical

High ROI
CALCULATED BETS
How did we get to number

1

in the Brazilian App Store
THE RESULTS
Overall Ranking
Before
During
After

Category Ranking

115
4
86

12
1
9

50% increase in downloads
How did we increase first month retention by over

20%
OUR AUDIENCE
The SoundCloud user is
young, natively social,
savvy, early adopter and
lean in contributor
Landing
page

Account
details

Complete

Find
content
Landing
page

Account
details

Find
content

Complete
How did we decrease signup conversion by almost

10%
Save this song for later

-10%
+25%
How did we increase Android downloads by over

40%
Referral Traffic

Mobile Browser

CHURN!

Native Apps
How did we increase native app registrations by

30%
APP STORE OPTIMISATION
1

4

3
2

5
How did we increase email effectiveness by

100%
DO THE HUSTLE.

STAY HUMBLE.
SO WHAT’S NEXT...?
reaching over

1Bn
people every month
THANK YOU!
P.S. WE’RE HIRING.
SOUNDCLOUD.COM/JOBS
Growing Your Online Audience - a talk from Brazil Innovators Conference
Growing Your Online Audience - a talk from Brazil Innovators Conference
Growing Your Online Audience - a talk from Brazil Innovators Conference
Growing Your Online Audience - a talk from Brazil Innovators Conference
Growing Your Online Audience - a talk from Brazil Innovators Conference
Growing Your Online Audience - a talk from Brazil Innovators Conference
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Growing Your Online Audience - a talk from Brazil Innovators Conference

  1. 1. GROWING YOUR ONLINE AUDIENCE BRAZIL INNOVATORS CONFERENCE - SEPT 13
  2. 2. HI, I’M THOM
  3. 3. SOUNDCLOUD IS THE WORLD’S LEADING AUDIO PLATFORM
  4. 4. Every minute, creators upload 12hrs of audio
  5. 5. PRESIDENT OBAMA FOO FIGHTERS SNOOP LION MADONNA SKRILLEX MACKLEMORE JOHN OLIVER (DAILY SHOW/BUGLE)
  6. 6. AUDIENCE: THE WEB-NATIVE USERS 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
  7. 7. reaching over 200m people every month
  8. 8. “The YouTube of Sound” « 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. 9. SO HOW DID WE GET THERE...?
  10. 10. Users 01/11 03/11 05/11 07/11 09/11 11/11 01/12 03/12 05/12 07/12 09/12 11/12 01/13 03/13 05/13 07/13 09/13
  11. 11. GROWTH TEAM Engineering Design Product Marketing
  12. 12. FUNDAMENTALS OF GROWTH Insight informed Test & iterate Targeted & tactical High ROI
  13. 13. CALCULATED BETS
  14. 14. How did we get to number 1 in the Brazilian App Store
  15. 15. THE RESULTS Overall Ranking Before During After Category Ranking 115 4 86 12 1 9 50% increase in downloads
  16. 16. How did we increase first month retention by over 20%
  17. 17. OUR AUDIENCE The SoundCloud user is young, natively social, savvy, early adopter and lean in contributor
  18. 18. Landing page Account details Complete Find content
  19. 19. Landing page Account details Find content Complete
  20. 20. How did we decrease signup conversion by almost 10%
  21. 21. Save this song for later -10% +25%
  22. 22. How did we increase Android downloads by over 40%
  23. 23. Referral Traffic Mobile Browser CHURN! Native Apps
  24. 24. How did we increase native app registrations by 30%
  25. 25. APP STORE OPTIMISATION 1 4 3 2 5
  26. 26. How did we increase email effectiveness by 100%
  27. 27. DO THE HUSTLE. STAY HUMBLE.
  28. 28. SO WHAT’S NEXT...?
  29. 29. reaching over 1Bn people every month
  30. 30. THANK YOU! P.S. WE’RE HIRING. SOUNDCLOUD.COM/JOBS

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