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USER GROWTH
FOR
SOCIAL GOOD COMPANIES
GROWTH
1. What’s user growth?
2. Metrics that matter
3. User growth channels
a. Paid
b. 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 woul
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
● 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 CHANNEL
4. 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 Channels
SEM Pull marketing
Targeting by search queries
FACEBOOK,
TWITTER
Push marketing
Targeting by interest, geo, communities
INFLUENCERS Push marketing
Instagram, Youtube
THANK YOU
Maud Pasturaud - Secret.ly
Follow me on Twitter: @maudpas
www.maudpasturaud.com

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User Growth for Social Good Companies

  • 2. GROWTH 1. What’s user growth? 2. Metrics that matter 3. User growth channels a. Paid b. Unpaid
  • 3. Source: Dave Mc Clure, Startup Metrics for Pirates
  • 4. Source: Dave Mc Clure, Startup Metrics for Pirates THIS
  • 6. Hockey stick acquisition curve... Hotmail subscriber growth, 1996 - 1997 Source:Draper Fisher Jurvetson
  • 7. Source: Alex Shutlz, Facebook ...AND asymptote retention curve
  • 11. Product Market Fit KPIs ● Qualitative ○ Net Promoter Score “How likely is it that you woul 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
  • 12. ● 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
  • 13. 3. USER GROWTH CHANNELS
  • 14. Growth Channels Toolkit ● VIRALITY / REFERRAL ● PR ● SEO ● BIZ DEV ● SOCIAL ● PAID SOCIAL ● PAID INFLUENCERS ● PAID SEM ● PAID DISPLAY ● AFFILIATE ● TV NO $ $
  • 16. 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
  • 17. 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
  • 18. 1. Build a BRAND around a clear MISSION 2. Tell STORIES abt the change you are driving 3. Focus on AUDIENCE and CHANNEL 4. EMPOWER users to spread the word
  • 19. 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.
  • 22. Paid Acquisition Channels SEM Pull marketing Targeting by search queries FACEBOOK, TWITTER Push marketing Targeting by interest, geo, communities INFLUENCERS Push marketing Instagram, Youtube
  • 23. THANK YOU Maud Pasturaud - Secret.ly Follow me on Twitter: @maudpas www.maudpasturaud.com