Why Delighted Users are the Best Way to Grow COMMUNITY GROWTH HACKS
Hi! I’m Jess Lee POLYVORE CEO & CO-FOUNDER /
GOOGLE MAPS PM / STANFORD CS /
MANGA / DRAWING / BACON / jessyoko.com @jesskah
Polyvore is a New Way to Discover & Shop for Things You Love
3 SOURCE: POLYVORE INTERNAL DATA
+ = +
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
4M Sets created per month
6
OUTFITS, COLLAGES, MOODBOARDS MADE BY A GLOBAL USER COMMUNITY
The best kind of growth hacking is cultivating a delighted community of users
Word of Mouth à Growth Delight à
Delight à Traffic Growth
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
“
Community Hacks: How to Build a Delighted User Community
12
3 Principles for Delighted Communities
LEARN: LEARN FROM COMMUNITY FEEDBACK
LOVE: SHOW THE COMMUNITY HOW MUCH YOU CARE
LIVE: COMMUNITY STARTS FROM WITHIN
13
LIVE: COMMUNITY STARTS FROM WITHIN Your company has to truly care about your community. If not, it’ll show.
Make it part of your culture BAKE IT INTO YOUR COMPANY VALUES AND NEW HIRE ORIENTATION
14
Decorate your office with community memorabilia LOVE LETTERS AND COMMUNITY CONTENT AS WALL DÉCOR
15
Do a weekly email update about community TOP FEATURE REQUESTS, LOVE LETTERS, MEMBER SPOTLIGHT
16
Hire a dedicated community team THEY DO CUSTOMER SUPPORT + TOP MEMBER OUTREACH PROGRAMS
17
18
LEARN: LEARN FROM COMMUNITY FEEDBACK Listen to your community and incorporate their feedback into your product
Get feedback from your community early FLINTO WORKS WELL FOR VERY EARLY PROTOTYPES
19
Write good launch announcements that explain why ANTICIPATE CHANGE AVERSION
20
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..
Listen carefully to the feedback COLLECT EVERYTHING INTO A GOOGLE DOC AND TALLY THE TOP REQUESTS
21
Respond quickly with updates PROVE THAT YOU’RE REALLY LISTENING
22
Address problems head on SHOW THAT YOU’RE HUMAN
23
Say sorry SHOW THAT YOU’RE HUMAN
24
Say thank you SHOW THAT YOU’RE HUMAN
25
26
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.
27
Send your community gifts and handwritten thank you notes PERSONALIZED GIFTS AND HANDWRITTEN NOTES ARE MORE MEANINGFUL
28
Help your community achieve their dreams & aspirations FIND OUT WHAT THEIR DREAMS AND ASPIRATIONS ARE
29
Help your community achieve their dreams & aspirations USE YOUR PERSONAL NETWORK AND COMPANY CONNECTIONS TO MAKE IT HAPPEN
30
31
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!
32
“
Thank you! Questions?
Top Related