growing your online audience - a talk from brazil innovators conference
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Growing Your Online Audience - a talk from Brazil Innovators ConferenceTRANSCRIPT
GROWING YOUR ONLINE AUDIENCE
BRAZIL INNOVATORS CONFERENCE - SEPT 13
HI, I’M THOM
SOUNDCLOUD IS THE WORLD’S LEADING AUDIO PLATFORM
Every minute, creators upload
12hrs of audio
FOO FIGHTERS SNOOP LION MADONNA MACKLEMOREPRESIDENT OBAMA JOHN OLIVER(DAILY SHOW/BUGLE)
SKRILLEX
LEAN FORWARD
High usage of social media sites compared to
average US consumer
More likely try new things and define themselves as
tech savvy
MORE SOCIAL SAVVY
More memberships of music and audio services
per user
AUDIENCE: THE WEB-NATIVE USERS OF THE FUTURE
reaching over
200m
people every month
“The YouTube of Sound”
“8th fastest growing site in the U.S”
« The Youtube of Sound »
« Fan activity on SoundCloud tripled in 2012, making it the fastest growing social service for music. »
« 8th fastest growing site in the U.S. »
SO HOW DID WE GET THERE...?
01/11 03/11 05/11 07/11 09/11 11/11 01/12 03/12 05/12 07/12 09/12 11/12 01/13 03/13 05/13 07/13 09/13
Users
GROWTH TEAM
Design
Marketing
Engineering
Product
FUNDAMENTALS OF GROWTH
Test & iterate
High ROI
Insightinformed
Targeted & tactical
CALCULATED BETS
How did we get to number in the Brazilian App Store1
Overall Ranking Category Ranking
Before 115 12During 4 1After 86 9
THE RESULTS
50% increase in downloads
How did we increase first month retention by over 20%
OUR AUDIENCE
The SoundCloud user is young, natively social, savvy, early adopter and lean in contributor
Landing page
Account details
CompleteFind
content
Landing page
Account details
CompleteFind
content
How did we decrease signup conversion by almost 10%
-10%
+25%
Save this song for later
How did we increase Android downloads by over 40%
Referral Traffic Mobile Browser Native Apps
CHURN!
How did we increase native app registrations by 30%
APP STORE OPTIMISATION
1
2
3
4
5
How did we increase email effectiveness by 100%
DO THE HUSTLE.
STAY HUMBLE.
SO WHAT’S NEXT...?
reaching over
1Bn
people every month
THANK YOU!
P.S. WE’RE HIRING.SOUNDCLOUD.COM/JOBS