Josh Elman, Partner, Greylock Hear how the former product guy from Linkedin and Twitter grew their users from 10s of thousands to over 200 million users. He'll share his framework for measuring growth.

1. August 14, 2013
Three Growth “Hacks”
Josh Elman @joshelman

2. Josh Elman

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Three Growth “Hacks”
1. The Double Viral Loop
2. The Learn Flow
3. User accounting

4. The Double Viral Loop

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Single viral loop

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LinkedIn invites (2004)

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Single viral k-factor
k = 1 new user
x % who invite
x avg # invites sent
x open rate
x click-through rate
x registration rate

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Viral but slow
• < 25% new users typed at least one email address
• Most people had 1 connection

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Viral but still pretty slow
• < 10% uploaded their address book
• # invites per inviter increased to > 30
• Most people still had one connection.
• BUT... > 90% had one position on profile

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Reconnect increases overall usage
• Reconnect stats:87,000
senders (600,000
messages)
• Since April 29:
327,000 recipients
Page views: +41% Guest invitations: +16%
Searches: +33% Profile positions +38%

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Double viral k-factor
k = 1 new user
x % who invite
x avg # invites sent
x open rate +
x click-through rate
x registration rate
1 new user

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Find your double loop
1. Choose the simplest way to connect people
2. Enable new users to nudge existing users
3. Push existing users to invite/share upon returning

21. The Learn Flow

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When someone signs up...
• “I’ve read somewhere this cool”
• “My friend said she loves it and wants me to try it”
• “I feel like I’m the last one to try this”
• “Free trial, I’ll give it a shot”

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YOU HAVE MORE ATTENTION NOW
THAN YOU EVER WILL AGAIN

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Slow down, it’s ok to explain

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But don’t just tell, get users to engage

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Give context

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Ask when it’s appropriate, not first

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36. User accounting

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Regulars or visitors, how do you know?
Visitors Regulars
just use once use daily/monthly
come via a prompt come directly
don’t remember your
name
top of mind

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Track who goes inactive

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How many people are
really using your product?
really using your product?

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Step 1: Determine who is “core”

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Step 2: Understand activations
CORE
CURIOU
S
NEW CASUA
L
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%
1%

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Step 3: Figure out why
Following more than 30 accounts 1/3 - mutual follows
2/3 - one-way follows

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Step 4: Track it daily
(+) New User Registrations
(+) Resurrected Users
(-) Deactivations
(-) Gone Inactive
--------------------------------------(+/-)
Net Change
(+) 20,000
(+) 1050
(-) 50
(-) 10,000
--------------------------------------(+)
11,000 (4mm MAU/year)
--------------------------------------Net
Active Users
--------------------------------------
1,011,000 total users
Total Active Yesterday
--------------------------------------
1,000,000 total users
--------------------------------------

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What do I do next?
Be Creative.
Use your data.
Build features.
Ship. Test. Learn.

45. August 14, 2013
Three Growth “Hacks”
Josh Elman @joshelman
http://medium.com/@joshelman