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 you’ve got

• Stunts• Parties• Flyers• Press• …hit the

pavement to get word out

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Danish site launch

Denmark

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Danish site launch

Denmark

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Denmark Users

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Polish site launch

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Polish site launch

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

Poland Users

Polish site launch

Tota

l Use

rs

1/20107/2010

1/20117/2011

1/20127/2012

1/20137/2013

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. Don’t 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 you’ve got

3. Find influencers among your users

4. Study your users - you know more than you think

5. Don’t ditch your data

Summary

Summary

+

Thank you!

rebecca.rosenfelt@airbnb.com@rrosenfelt