Date post: | 20-Jul-2015 |
Category: |
Government & Nonprofit |
Upload: | maud-pasturaud |
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Hockey stick acquisition curve...
Hotmail subscriber growth, 1996 - 1997 Source:Draper Fisher Jurvetson
Product Market Fit KPIs
● Qualitative○ Net Promoter Score “How likely is it that you would
recommend [product] to a friend?” ● Quantitative
○ North Star Metric - defines engagement■ Facebook: Monthly Active Users■ Airbnb: Nights Booked■ Whatsapp: Messages Sent
○ Retention Rate - defines retention■ Day 1, Day 7, Day 30
● All Prior Quantitative Metrics and….● Growth Rate (WoW, MoM)● Payback < 12m - for paid acquisition● K Factor > 1 - for virality
○ k = i * c ■ i = # of invites sent by customer/user■ c = conversion rate of invites (#signups/#invites)
Growth KPIs
Growth Channels Toolkit
● VIRALITY / REFERRAL● PR● SEO● BIZ DEV● SOCIAL
● PAID SOCIAL● PAID INFLUENCERS● PAID SEM● PAID DISPLAY● AFFILIATE ● TV
NO $ $
Charity Water: Growth
● Mission: Bring clean and safe drinking water to every person in the world
● Core brand elements: Logo/name, transparency, storytelling through rich media
● Early adopters: Tech celebrities● Growth product and channel: Birthday campaigns
shareable on Facebook, 1 gala/year
TED: Case Study
● Mission: Ideas worth spreading● Core brand elements: Logo/name, video format● Early adopters: Elite in ‘ideas’ areas● Growth product and channel:
○ From exclusive event 1/year to TED events run independently all over the world
○ Video format 1. in trend 2. highly shareable 3. shareable by TED speakers
1. Build a BRAND around a clear MISSION 2. Tell STORIES abt the change you are driving
3. Focus on AUDIENCE and CHANNEL4. EMPOWER users to spread the word
What is your main virality channel?
Examples:
● Hotmail: Email “PS: I love you. Get your free email at Hotmail”
● Airbnb: Automatic craigslists posts● LinkedIn: SEO optimization of user profiles● Youtube: Embed video capability● Etc.
Paid Acquisition ChannelsSEM Pull marketing
Targeting by search queries
FACEBOOK, TWITTER
Push marketing Targeting by interest, geo, communities
INFLUENCERS Push marketingInstagram, Youtube