community growth hacks: why delighted users are the best way to grow - jess lee / polyvore at...
TRANSCRIPT
Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON / jessyoko.com @jesskah
20M Visitors Per Month
4
52%
20% 15% 13%
AGES
18-34 35-44 45-54 55+
77% FEMALE
$70k+ AVERAGE HHI
24%
$100k+
SOURCE: UNIQUE VISITOR NUMBER: POLYVORE INTERNAL DATA; DEMOGRAPHIC INFORMATION: NIELSEN RESEARCH, @PLAN Q3 2013; BASE = ONLINE ADULTS 18+
2nd Largest Driver of Social Commerce Traffic HIGH QUALITY SOCIAL TRAFFIC THAT CONVERTS BETTER THAN ANYONE ELSE
5
0.7 0.9
1.0
1.6
5% 15% 20% 60% $93K $2.1M $6.3M $10.7M
TOTAL SALES FROM SOCIAL SESSIONS
AVERAGE SHARE OF TRAFFIC
SALES TO TRAFFIC RATIO
$383 $58
$92
$199
SOURCE: RICH RELEVANCE 2013
AVERAGE ORDER VALUE PER SESSION
Delight à Funding Growth I heard about you 3 times recently:
1) My assistant loves your site and mentioned you at work
2) My best friend (CEO of a major fashion brand) is an advertiser and mentioned you at dinner
3) My old colleague (exec at an investment bank) mentioned you at a conference we were at
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3 Principles for Delighted Communities
LEARN: LEARN FROM COMMUNITY FEEDBACK
LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE
LIVE: COMMUNITY STARTS FROM WITHIN
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LIVE: COMMUNITY STARTS FROM WITHIN Your company has to truly care about your community. If not, it’ll show.
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LEARN: LEARN FROM COMMUNITY FEEDBACK Listen to your community and incorporate their feedback into your product
Write good launch announcements that explain why ANTICIPATE CHANGE AVERSION
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Today, we’re excited to share a new version of the Polyvore iPhone app that makes it easier, faster and more fun to find and browse what you love. Here are some of the things we’ve changed: Simpler, cleaner design. Mobile apps are best when they’re simple! We got feedback that horizontal scrolling was confusing, so we changed the Feed to scroll vertically. Based on feedback from our many beta testers, we found that this is much easier and faster to use. While we were at it, we took the time to make our design feel more streamlined and modern..
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LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE Make sure your community knows how much you love and appreciate them.
Spotlight community in your product & social media INTERVIEW TOP USERS. FEATURE THEM IN YOUR PRODUCT. TWEET AT THEM.
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Send your community gifts and handwritten thank you notes PERSONALIZED GIFTS AND HANDWRITTEN NOTES ARE MORE MEANINGFUL
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Help your community achieve their dreams & aspirations FIND OUT WHAT THEIR DREAMS AND ASPIRATIONS ARE
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Help your community achieve their dreams & aspirations USE YOUR PERSONAL NETWORK AND COMPANY CONNECTIONS TO MAKE IT HAPPEN
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3 Principles for Delighted Communities
LEARN: LEARN FROM COMMUNITY FEEDBACK
LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE
LIVE: COMMUNITY STARTS FROM WITHIN
Delight à Word of Mouth à Growth As long as I have been a member of Polyvore, the team has always been attentive and kept the community their number one priority. I always assumed that as Polyvore grew, the genuine concern for the users' satisfaction would take a backseat to other company goals. Fortunately, I was very wrong! I am continually amazed at how much of a family atmosphere Polyvore is able to create all across the world! I am so thankful to be part of this community and I sing praises for Polyvore every chance I get!
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