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KiranJit Sidhu - EmMeCon Seattle 2013
- 1. Growth at Facebook The growth funnel Kiranjit Sidhu Engineering Manager
- 3. Whatever you do… move fast!
- 4. 1. Growth Funnel 2. Optimizing our funnel 3. Growth team at Facebook Agenda
- 8. Friending Contact Importer People You May Know Activation Search Engine Optimization Internationalization Mobile
- 9. Engagement Acquisition Activation Engagement Virality Acquisition Activation Engagement Virality Email/Notifications Friending Mobile Search Engine Optimization Internationalization Mobile Friending Contact Importer People You May Know
- 10. Virality Acquisition Activation Engagement Virality Acquisition Activation Engagement Virality Acquisition Activation Engagement Virality Email/Notifications Friending Mobile Search Engine Optimization Internationalization Mobile Friending Contact Importer People You May Know Friend Suggestions Invitations Contact Importer Friending
- 11. 1. Understand 2. Identify 3. Execute Optimizing the loop
- 12. - Growth vs Others - Startup mentality - Common Goals - No limitations Growth Team
- 14. (c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0
Notas del editor
- Kiran introduction
- If you can figure out a way to move faster than the competition and test things faster then you will be the leading personSome industries don’t offer that but you really need to try to push it especially if you are a web/mobile company
- Framework is necessary to hold yourself and team accountable forAcquisitionSEO/Reg/Activation FriendingEngagementESPNViralityCI
- Growing a product isn’t just about acquisition. There are a lot of steps in the cycle that you can focus on and improve to increase your growth.I’ll run through some examples of different levers we use for overall site growth and engagement at each step of the process.
- So we talked about levers we have to increase Acquisition. Once we acquire these new users, we then need to activate [advance] them – basically, get them ramped on Facebook.
- It compoundsBasic subject line testing
- Understand – Use data to answer (Hadoop/Hive)We spent a month in 2009 just getting data which drives the companyIdentify – understanding not enough… pull out tactical actionable insightsExecute – form a hypothesis… test, get signal and repeat
- How does growth team work..Most companies Marketing, Eng, Product, Analytics has different boss, different orgs, CMO might have all the marketers, CEO and products is pushing stuff down for engineers to buildFacebook has 1st Dedicated Growth team- startups within facebookGrowth for a complex system it breaks down… because you want stuff to really work together…growth team currently is like 15 task forces…. before it was just one system- Have goalswe have goals…every single team within growth wants to move those goalswhether its DAU or MAU…. we have a singular objectiveno limitations….we can go test and change anything… right hand column….eg…. no sacred cowmost of web companies… are visits whereas its a lot about people and identity… no limitationsengineers are bought into impactLess influence from orgsPMs ---design all working together