USER GROWTH FOR

SOCIAL GOOD COMPANIES

GROWTH 1. What’s user growth?2. Metrics that matter3. User growth channels

a. Paidb. Unpaid

Source: Dave Mc Clure, Startup Metrics for Pirates

Source: Dave Mc Clure, Startup Metrics for Pirates

THIS

1. WHAT’S USER GROWTH?

Hockey stick acquisition curve...

Hotmail subscriber growth, 1996 - 1997 Source:Draper Fisher Jurvetson

Source: Alex Shutlz, Facebook

...AND asymptote retention curve

User acquisition without retention = no growth.

2. METRICS THAT MATTER

Diffusion of Innovations

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

3. USER GROWTH CHANNELS

Growth Channels Toolkit

● VIRALITY / REFERRAL● PR● SEO● BIZ DEV● SOCIAL

● PAID SOCIAL● PAID INFLUENCERS● PAID SEM● PAID DISPLAY● AFFILIATE ● TV

NO $ $

Charity Water: Case Study

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.

What’s your virality mechanism?

What’s your virality mechanism?

Paid Acquisition ChannelsSEM Pull marketing

Targeting by search queries

FACEBOOK, TWITTER

Push marketing Targeting by interest, geo, communities

INFLUENCERS Push marketingInstagram, Youtube

THANK YOU

Maud Pasturaud - Secret.ly

Follow me on Twitter: @maudpas

www.maudpasturaud.com