Going for Global5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca RosenfeltAirbnb Product Manager, Growth@rrosenfeltAugust 7, 2014
• Talk to people • Party/info session• Get early adopters to invite friends• Booth at local events• Low-cost local ads• Flyers• Follow up later
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Danish site launch
Denmark
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Denmark Users
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Polish site launch
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Poland Users
Polish site launch
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1/20107/2010
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1/20127/2012
1/20137/2013
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