Creating SharabilitySF Growth Hacker Social & Lightning Talks

July 10, 2013

Ehren Reilly@ehrenreilly

Growth hacker since 2005Product manager for several B2C startups

Currently founding member of the organic growth team at IAC

Social Sharing

Good news: Highly effective marketing for $0!

Bad news: You can’t do it on your own. You need your users to help you. Almost no one will share your product just because it’s an awesome product.

MOAR buttons ≠ social sharing growth strategy

Sharing for No Reason? • Don’t just stick a

share interface into your product.

• Think about the value proposition for the user.

• Would you share this thing?

Who Will Do Your Social Sharing Work For You?

People who use and like your product

Fans who really want to

promote your product via

social sharing

People who share stuff just because it’s cool.

People who use and like your product

Fans who really want to

promote your product via

social sharing

People who share stuff just because it’s cool.

Just be awesome

Make your stuff more sharable

Viral marketing

What Motivates People to Share?

1. Economic benefit2. Self-expression & self-promotion3. Social capital4. Utility & communication

Economic Benefit

• Access new content• Earn points/currency/status• Affiliate referral bonus

Self-expression & self-promotion

• People don’t want to share your stuff.

• People want to share their stuff.– Playlists– Users’ own user-

generated content– Custom created

merchandise

Self-expression & Self-promotion

• User-generated quiz site Quibblo.com• Doubled sharing rate and tripled

referral traffic from Facebook with one small change to sharing process.

• “Share this quiz” “Share your result”

Social Capital

• People want to be cool and in-the-know.

• Give sharers something that will entertain or delight their peers.

Utility & Communication

• Give people a message they want to tell others about.

• Present your share tool at the time they want to communicate that message.