[500distro] going for global: 5 guerrilla tactics when the slick stuff fails

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  • Going for Global5 Guerrilla Tactics When the Slick Stuff Fails

    Rebecca RosenfeltAirbnb Product Manager, Growth@rrosenfeltAugust 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

  • 5xbetter 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

  • Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Danish site launch

    Denmark

  • Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Danish site launch

    Denmark

    Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Denmark Users

  • Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Polish site launch

  • Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Polish site launch

    Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

  • Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

    Poland Users

    Polish site launch

    Tota

    l Use

    rs

    1/2010

    7/2010

    1/2011

    7/2011

    1/2012

    7/2012

    1/2013

    7/2013

  • 3. Find influencers among your users

  • Sign

    ups

    From

    Ref

    erre

    d Us

    ers

    ??

  • 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 resultsNo 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 influencers 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

    mailto:rebecca.rosenfelt@airbnb.com