5 Mobile Growth Hacking Lessons learned at LinkedIn
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5 learnings from a former LinkedIn mobile growth product manager. 1/ have a growth mindset to cope with failure and learn quickly 2/ understand user motivation and ability to create habits 3/ leverage active user actions to increase engagement 4/ utilize your new tools: push & permission to increase activation and retention 5/ architect the system: server & client to optimize for learning & testing
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Similar to 5 Mobile Growth Hacking Lessons learned at LinkedIn
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5 Mobile Growth Hacking Lessons learned at LinkedIn
- 1. 5 Learnings Mobile Growth Hacking Charlton Soesanto PM at Misfit via LinkedIn mobile growth linkedin.com/charltonsoesanto @charltonys *presented on 11/6 at the mobile growth hacking metope hosted by Branch Metrics & Apportable
- 2. Every great product person can think like a growth hacker.
- 3. IS what growth hacking… data-driven method to grow active users that identifies & increases the right metrics that measure user value IS NOT increasing total signups empty get-rich quick tactics
- 4. a little bit about me
- 5. 27% 47% Q4’12 Q3’14 mobile product ’12-14 during my time at LinkedIn, weekly active users coming on mobile grew toward 50%, the ‘mobile moment'
- 6. currently, i’m a developing health & wellness software products
- 7. my mother named me ‘Charlton’ because she wanted me to become…
- 8. buff like Charlton Heston
- 10. just as moses shared with his people on stone tablets
- 11. i’ll share some learnings with you on a different tablet
- 12. I have a growth mindset II understand user motivation and ability III leverage active user actions IV utilize mobile tools: push & permissions V architect the system: server & client Key Learnings
- 13. I have a growth mindset to cope with failure and learn quickly Key Learnings
- 14. growth mindset: your abilities can be developed through hard work; talent is just the starting point.
- 15. Jackson Pollock is a example of an artist with a growth mindset. growth is an art as much as a science.
- 16. experts agree he had ‘little native talent.’ but he redefined and revolutionized modern art anyway.
- 17. The only failed test… is the one from which you learn nothing.
- 19. explain the benefits before the signup form
- 21. words weren’t enough dots weren’t discoverable
- 22. I have a growth mindset to cope with failure and learn quickly Key Learnings
- 23. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability Key Learnings
- 24. Behind every great growth hack is a key insight about human behavior
- 25. Use the Fogg Behavior Model to understand current user behaviors and to design for new ones.
- 26. Fogg Behavior Model ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
- 27. Fogg Behavior Model high motivation low how much does someone want to do it? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
- 28. Fogg Behavior Model ability motivation hard easy high low how easy is it to do? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
- 29. Fogg Behavior Model ability motivation hard easy high low but what triggers the behavior? ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
- 30. Fogg Behavior Model ability motivation successful triggers action line hard easy high low failed triggers ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/
- 31. Fogg Behavior Model behavior=mat ability motivation successful triggers hard easy high low failed triggers ©2014 BJ Fogg For permissions, contact BJ Fogg http://www.behaviormodel.org/ action line
- 32. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability Key Learnings
- 33. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement Key Learnings leverage active user actions
- 34. If an active user does 1 thing, let the user easily do more of that 1 thing.
- 35. actions enablers
- 36. actions enablers
- 37. accept invite actions send invite enablers
- 38. accept invite actions send invite enablers people you may know address book import
- 41. after inviting many users can easily send more invites here… and they do.
- 42. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement Key Learnings leverage active user actions
- 43. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention utilize your new tools: push & permission Key Learnings
- 44. Push and permissions may be the strongest contributors to your growth & engagement.
- 46. explain the benefits of the permission
- 47. explain the benefits of the permission
- 48. explain the benefits of the permission
- 50. Android all or nothing GroupMe iOS one by one LinkedIn Connected
- 51. Contextual MyFitnessPal (time of day) Push is more in-your-face than email.
- 52. Contextual MyFitnessPal (time of day) Personalized LinkedIn Connected (my calendar & network) It’s also more personal.
- 53. Contextual MyFitnessPal (time of day) Customized Yahoo! News Digest (set notification time) Personalized LinkedIn Connected (my calendar & network)
- 54. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention utilize your new tools: push & permission Key Learnings
- 55. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention. utilize your new tools: push & permission V to optimize for learning & testing architect the system (server & client) Key Learnings
- 56. Decoupling your server and client tests unleash your testing and learning.
- 57. server client # of steps in flow, promo frequency, copy, push notifications UI changes
- 58. Every great product person can think like a growth hacker.
- 59. I have a growth mindset to cope with failure and learn quickly II to create habits understand user motivation and ability III to increase engagement leverage active user actions IV to increase activation and retention. utilize your new tools: push & permission V to optimize for learning & testing architect the system: server & client Key Learnings
- 60. Questions? Charlton Soesanto twitter: @charltonys linkedin.com/charltonsoesanto