Alex Schultz, VP of Growth at Facebook, shares with us how to get users, how to grow, and how to measure growth.
Пікірлер: 59
@aemericenglish24175 жыл бұрын
1. Growth key is retention 2. Network effect - people use what others use 3. Build more category
@airsaken3 жыл бұрын
1. Growth key is retention 2. Network effect - people use what others use (also being available on more platforms such as Android) 3. Build more categories (think Amazon) Growth Accounting New Users Churning Users Resurrecting Users ------------------------------------------- = Net Growth Retention #1 Thing to focus on in Growth is retention Magic Moment: Talk to Users and understand what makes them stay and use your product Operating for Growth Have a clear goal The whole team should have the same goal (either monthly active users or another metric, but everyone has to be on the same page) Using Data to Make Decisions Gain Empathy (when looking at what users are doing on your platform) Predict the future Future is here not evenly distributed Retention curves AB tests (they tell you what’s gonna happen when you ship the product out there, in other words when you go live) - use them! Make decisions faster Data wins arguments Getting Tactical First 100 Users It isn’t scalable but: Friends, and make them pay Research and reach out to those who you would want to be your customer Social Media and PR Buy Ads “You need to have a product market fit to drive growth and you need retention to drive growth, these are the most important things to keep in mind for growth” Channel SEO Keyword research Linking Do the basics SEM Incremental ROI Keyword research Marginal not absolute ROI Keyword clustering Email/SMS/Push/Notifications & even postal mail Deliverability -> Open rate -> Click rate -> Conversion rate Measure it with holdouts - get incrementality Marginal User not Power User Subject Line Onsite Merchandizing Trigger (customers who bought this also bought this) - for Bondumi, we can offer customers to purchase other services Everything is an add Creative (personalization) Paid and Organic Social Interesting squared Lookalike and custom audiences Targeting Behavioral targeting is the most important Trigger based is most important within that Demographic is typical but much less important Keyword ID and UID can be dealt with the same way Creative Important but nowhere near as important as the two above unless you have 10x creative Put it in context Personalize it Have a call to action Conversion Customize the landing page to the channel, targeting, creative & behaviors of users (ie it’s really onsite merchandising) Think about the goal (CRU vs ACRU at eBay) Put it inline if at all possible (eg moving reg to home page inline) MOVE FAST
@Eren-zl2uw3 жыл бұрын
It fascinates me how knowledge like this is free on the internet, learning from entrepreneurs like Alex is so extremely valuable and people rather be watching Netflix all the time to entertain themselves
@justcx20242 жыл бұрын
1.Retention is very important 2.Understand what's going on,identify the opportunities in that data you've understood,and then execute against it. 3.Best of talks about making decisions with 70% of the data not 90% of the data. 4.Move fast, focus on retention and have one key metric that you care about for your company growth.
@jdavidson1247 жыл бұрын
Very insightful - should be mandatory to go through this series before starting a startup
@lenso0106 жыл бұрын
%1000
@GraehamF7 жыл бұрын
One of my favs from this year's series.
@Zeangjpn7 жыл бұрын
Great presentation. Very thought provoking statement @ 24:53 "The purpose of a Startup is to grow."
@lenso0106 жыл бұрын
I watch people on youtube for long years. This is in my Top10 list. This guy has a unique shaped brain with filled so much useful information. Loved.
@richaprasad67377 жыл бұрын
This was great! Please do more slides/presentation type talks like this instead of panels. Panels seem to have orders of magnitude fewer deep introspective takeaways to communicate.
@littlebrit5 ай бұрын
There were sending out a lot of spam emails. I remember I got 5-6 everyday asking to sign up. That time public email service users were asked to share they contacts list with the app, so that is how they got hold of my emails addresses.
@roscasmemechannel8153 жыл бұрын
I did the math at 11:14. It was 800,000. 1 (New User) - 1.3 (Churn) + 1.1 (Resurrecting Users) = 0.8 - Add the units and its 800,000.
@soumow7 жыл бұрын
My favorite lecture so far
@selassie.k.amenorhu4769 Жыл бұрын
Hi
@letsgosean6 жыл бұрын
Brilliant! Thanks so much.
@DB-mp8xi5 жыл бұрын
Great lecture!
@DrDizzave7 жыл бұрын
Amazing Alex! =D
@Textras6 жыл бұрын
Great talk.
@tjc75245 жыл бұрын
Tons of take home messages. Worth taking some time to digest.
@freezepro7 жыл бұрын
Wow, that's a level!
@empoweryouthsportsplay23675 жыл бұрын
Awesome sauce.
@mironic81347 жыл бұрын
Great but anyone could help to clarify what he talks about at 15:29 and further. Is it about the curve that will become flat at some point so you may assume that it will be at the same level +100 days from that point OR it is that you may take curve representing the retention and use it to predict other metrics?
@Steve_Schafer7 жыл бұрын
Smart guy
@sangramgaikwad63302 жыл бұрын
Pure gold
@andreybakalenko23787 жыл бұрын
Do you know what Publication of Steven Tadelis he is citing at 37:04?
@sekretdude10295 жыл бұрын
@42:50 money line right there.
@glenngramling77997 жыл бұрын
Alex, great preso. I am curious about the predictive curve you presented at 18:14. Is the denominator the total users in the cohort at any point in time or is the cohort time bound (30 days periods)?
@goryglory7297 жыл бұрын
Curious about the same thing. I don't quite understand why the curve gets noisy at the end.
@WashingMykale6 жыл бұрын
Average daily spend / user maybe? So as number of users decrease, more volatility?
@ihsanmardini4365 ай бұрын
Great !🔥
@Math_kru_earng Жыл бұрын
thanks a lot
@mashah81047 жыл бұрын
This is my analytical observation, not a criticism. I don't agree that "Email is dead for people under 25 in my opinion. Young people don’t use email." Youth use emails (but don't like it) as a communication channel at schools with teachers and at colleges with professors & lecturers and to send all homework and projects via email (it's still a good tool for teachers to distribute information to the mass), as well as with all official communications with school/colleges administrations. So, knowing this fact, it's still a good metric to have these users in mind, and it's a really good number of Facebook users.
@Osher21602 жыл бұрын
can someone clarify how pink point in 18:53 calculated? is it total revenue from users signed up x days ago / number of user signed up x days ago OR total revenue of all users specifically on their x day of using / number of users signed up x days ago OR its something else and i dont get it..
@Lucas94clay6 жыл бұрын
Awesome lecture. Would anybody know if Facebook would consider an advertiser who logs on, publishes a campaign to auto-renew, and doesn't return for a couple months, an active user for the months their campaign is spending but they are not logging on?
@mayssammichelleelkaii50724 жыл бұрын
Interesting thought! I would assume so and would consider this as another metric on its own: understand from within the "pool" of active users how many tend to automate what and when.
@victortokaito1256 жыл бұрын
new users - churn + resurrected users = new user growth
@dmytrofilatov427 жыл бұрын
Slides?
@ralphbautista176 жыл бұрын
What lecture by Adam is Alex referring to? Can someone link me please?
@anbarnawar16664 жыл бұрын
Hi! Probably this one- kzfaq.info/get/bejne/sNlynaSmyt60oWg.html I had to dig a little to find it ^_^
@NaftaliBudamba Жыл бұрын
Network Effect- User Values Platforms/market- OS Product Features- Categories
@YannickSemail3 жыл бұрын
Who can build a better skinner box?
@assakurayoh2 жыл бұрын
By the way, best slide decks.
@Mr.Misconduct5 ай бұрын
Is the host Sam Altman from open a.i??
@brandonreed094 ай бұрын
Yes
@medspacollective4 ай бұрын
It blew my mind too
@manonamission200021 күн бұрын
he was a partner at YCombinator since early 2010
@gabrielfurlong40426 жыл бұрын
Empathy is given through data? you enlighten us. Los café internet era un market placer que subestimé cuando me invitaron a invertir. Entender el usuario ahí mismo pudo ser tan enriquecedor para hablar con ellos y oír sus intereses para mejorar el producto.
@Azural3 жыл бұрын
take away from the atom bomb calc, "if you can't do or is impressed by simple math like that, that's your cue to hire someone who can"
@umangshucool7 жыл бұрын
These growth metrics have been for a consumer facing internet company. A company doing B2B needs to track % growth of sales per week I guess. Happy to be wrong.
@AlexSchultzPaperAirplanes7 жыл бұрын
if you notice a bunch of the examples was around facebook selling ads to advertisers which is B2B. I was also involved in both sellers and buyers at eBay and so there was B2B there. This stuff generally applies well to both. The only stuff it really struggles with is enterprise sales, v. low frequency actions (buying a car) and recurring payment models. Even there though a lot of these techniques do work.
@garrettwhite36776 жыл бұрын
why is Fantano puting on that accent?
@macbroadcast6 жыл бұрын
13:16 3-2-1 meins !
@lenso0106 жыл бұрын
This guy is Niagara falls of knowladge.
@abdullahmre8 ай бұрын
At the time now one new what sam is up to 😅
@thomas-sinkala4 жыл бұрын
Don't hire a growth team. The whole company's goal should be growth.