[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

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Rebecca Rosenfelt, Growth Product Manager, Airbnb

Transcript of [500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

  • Going for Global 5 Guerrilla Tactics When the Slick Stuff Fails Rebecca Rosenfelt Airbnb Product Manager, Growth @rrosenfelt August 7, 2014
  • Immaculate growth.
  • 1. Virality
  • 1. Virality
  • 2. SEO
  • 3. Paid Acquisition
  • 1. Talk to humans
  • Meh.
  • Go to there. Paris KeyVacation Regions
  • Talk to people Party/info session Get early adopters to invite friends Booth at local events Low-cost local ads Flyers Follow up later
  • 5x better CPA
  • and they kept growing 2x faster than control.
  • 2. Launch with all youve got
  • Stunts Parties Flyers Press hit the pavement to get word out
  • TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark
  • TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Denmark Users
  • TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch
  • TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013
  • TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Poland Users Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013
  • 3. Find influencers among your users
  • SignupsFromReferredUsers ? ?
  • 4. Study your users - you know more than you think
  • Secretly Amazing Demographic Insights
  • Campaign Monitor Mailchimp Sendgrid Litmus (GREAT for email testing, too!) Email Resources
  • 5. Dont ditch your data
  • Positive results Negative results No results:)
  • 1. CPA (lets you compare different levers) 2. NPS (emotions!) 3. Leading indicators like search with dates (useful if volume is low) 4. Conversion funnel metrics Favorite Metrics
  • 1. Talk to humans 2. Launch with all youve got 3. Find inuencers among your users 4. Study your users - you know more than you think 5. Dont ditch your data Summary
  • Summary +
  • Thank you! rebecca.rosenfelt@airbnb.com @rrosenfelt