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Thoughts on Growth

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Thoughts on Growth

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Descripción

Gave this talk to the Greylock Discovery fund companies on Dec 12, 2011.

Transcripción

  1. 1. Thoughts on growth Josh Elman @joshelman December 12, 2011
  2. 2. Growth circa 1995
  3. 3. Growth today
  4. 4. Growth today
  5. 5. Twitter Case Study 1. Defining the problem... 2. Segmenting and measuring Curious -> Casual -> Core 3. Guiding users up the “ladder of engagement”
  6. 6. Someone who Tweets?
  7. 7. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with
  8. 8. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with Someone who cares about realtime news?
  9. 9. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with Some one who wants to know what their friends Someone who cares had for breakfast about realtime news?
  10. 10. Someone who Tweets? e who wants to tell everyone Someon what they had for breakfast Some one w to sta ho wa y up t nts friend o date s? with Some one who wants to know what their friends Someone who cares had for breakfast about realtime news?
  11. 11. Someone who wants to know what’s happening in their world
  12. 12. @dickc Dick Costolo Our mission: instantly connect people everywhere to what’s most meaningful to them. Feb 14, 2011 from Barcelona, Spain
  13. 13. Measure the things that matter credit: wwarby on Flickr
  14. 14. How do you know if you have visitors or regulars? Visitors Regulars just use once use daily/monthly come via a prompt come directly don’t remember top of mind your name
  15. 15. What should you look at daily? Metric Description new users signed up yesterday active users used the service in last month inactive users last used service 1 month ago resurrected users first use in over 1 month
  16. 16. core casual curious
  17. 17. State of the userbase CORE CURIOUS NEW CASUAL COLD
  18. 18. User Accounting • Measure users like revenue and cost (+/-) • Track deltas in users in and out of the system over time (+) New User Registrations (+) 20,000 (+) Resurrected Users (+) 950 (-) Deactivations (-) 50 (-) Gone Inactive (-) 10,000 ------------------------------------------ ------------------------------------------ (+/-) Net Change (+) 11,000 (4mm MAU/year) ------------------------------------------ ------------------------------------------ (+) Remained Active (+) 1,000,000 ------------------------------------------ ------------------------------------------ Net Active Users 1,011,000 total users
  19. 19. Accounting for growth negative growth
  20. 20. Find your “Aha” moment
  21. 21. Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
  22. 22. Guiding users up the ladder of engagement
  23. 23. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit·Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
  24. 24. Sending direct emails
  25. 25. Even better: get users to send them for you
  26. 26. Even better: get users to send them for you
  27. 27. Even better: get users to send them for you
  28. 28. Always question your assumptions
  29. 29. Closing Thoughts 1. Define the problem... and your solution 2. Measure the right things - user accounting 3. Set a good first impression 4. It’s ok to remind people you exist, and better if your core users do it 5. Look to the numbers but don’t live by them

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  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
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  • Descripción

    Gave this talk to the Greylock Discovery fund companies on Dec 12, 2011.

    Transcripción

    1. 1. Thoughts on growth Josh Elman @joshelman December 12, 2011
    2. 2. Growth circa 1995
    3. 3. Growth today
    4. 4. Growth today
    5. 5. Twitter Case Study 1. Defining the problem... 2. Segmenting and measuring Curious -> Casual -> Core 3. Guiding users up the “ladder of engagement”
    6. 6. Someone who Tweets?
    7. 7. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with
    8. 8. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with Someone who cares about realtime news?
    9. 9. Someone who Tweets? Some one w to sta ho wa y up t nts friend o date s? with Some one who wants to know what their friends Someone who cares had for breakfast about realtime news?
    10. 10. Someone who Tweets? e who wants to tell everyone Someon what they had for breakfast Some one w to sta ho wa y up t nts friend o date s? with Some one who wants to know what their friends Someone who cares had for breakfast about realtime news?
    11. 11. Someone who wants to know what’s happening in their world
    12. 12. @dickc Dick Costolo Our mission: instantly connect people everywhere to what’s most meaningful to them. Feb 14, 2011 from Barcelona, Spain
    13. 13. Measure the things that matter credit: wwarby on Flickr
    14. 14. How do you know if you have visitors or regulars? Visitors Regulars just use once use daily/monthly come via a prompt come directly don’t remember top of mind your name
    15. 15. What should you look at daily? Metric Description new users signed up yesterday active users used the service in last month inactive users last used service 1 month ago resurrected users first use in over 1 month
    16. 16. core casual curious
    17. 17. State of the userbase CORE CURIOUS NEW CASUAL COLD
    18. 18. User Accounting • Measure users like revenue and cost (+/-) • Track deltas in users in and out of the system over time (+) New User Registrations (+) 20,000 (+) Resurrected Users (+) 950 (-) Deactivations (-) 50 (-) Gone Inactive (-) 10,000 ------------------------------------------ ------------------------------------------ (+/-) Net Change (+) 11,000 (4mm MAU/year) ------------------------------------------ ------------------------------------------ (+) Remained Active (+) 1,000,000 ------------------------------------------ ------------------------------------------ Net Active Users 1,011,000 total users
    19. 19. Accounting for growth negative growth
    20. 20. Find your “Aha” moment
    21. 21. Following more than 30 accounts 1/3 - mutual follows 2/3 - one-way follows
    22. 22. Guiding users up the ladder of engagement
    23. 23. Home Profile Find People Settings Help Sign out stoptest7 What’s happening? 140 0 tweets 0 0 0 following followers listed Tweet Twit·Vid n. a simple video sharing option for your tweets. Home Home @stoptest7 What to do now: Direct Messages 0 1. Tell us what you’re doing in the box above Favorites 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
    24. 24. Sending direct emails
    25. 25. Even better: get users to send them for you
    26. 26. Even better: get users to send them for you
    27. 27. Even better: get users to send them for you
    28. 28. Always question your assumptions
    29. 29. Closing Thoughts 1. Define the problem... and your solution 2. Measure the right things - user accounting 3. Set a good first impression 4. It’s ok to remind people you exist, and better if your core users do it 5. Look to the numbers but don’t live by them

    Notas del editor

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  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
  • We had this question at Twitter -- and it was a real challenge. How can we get more people using the product if we don'\n\n
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