Strategies for User Growth and Retention - Alex Schultz, VP of Growth at Facebook

🔑 The importance of retention in driving growth.

💡 How to calculate and analyze retention curves.

📈 Three types of retention curves: asymptotes, stabilization, and re-acceleration.

🔑 Network effects, opening up new interfaces, and adding categories can drive user growth.

📈 Retention and finding the 'magic moment' are crucial for growth.

👥 The importance of friends and connections in social services like Facebook.

🔎 To find the magic moment of your product, ask your users what keeps them using it.

📈 Look for correlations between specific actions taken by users and their retention rates.

🔄 The level of retention needed varies by the category of your product.

📊 Understanding and predicting user behavior is crucial for business success

👥 Having a clear goal, such as monthly active users, aligns and drives growth for the entire company

🔍 Analyzing data and identifying opportunities can lead to improved execution and growth

📊 Data gives you empathy about your users and helps validate if you built the right product.

🔮 Data can predict future user behavior and help make informed decisions.

💡 Tactics for getting your first 100 users include asking friends for feedback and reaching out to potential users through personal emails.

📢 PR can provide significant growth bumps in the early stages of a company, but it's not a sustainable growth strategy.

💰 Buying ads can be a highly effective method for user growth if targeting is done correctly.

🔥 Product-market fit and retention are essential for growth. Growth tactics can only amplify a product that already has a spark.

🔎 SEO plays a vital role in driving organic traffic. Keyword research and quality backlinks are crucial for SEO success.

💻 On-site merchandising and owned media are valuable marketing tools. Personalized on-site suggestions and triggers can boost conversions.

⭐️ Personalization and social context are important for user engagement and targeting.

💡 Targeting should be behavior-based rather than solely relying on demographics.

🎨 Creative is important but channel selection and targeting are more crucial.

📢 Call to action and the words used in ads greatly impact user acquisition.

💼 Conversion is important, and landing page optimization can increase conversion rates.

⚡️ Facebook values moving fast and making bold decisions.

💥 Move fast and make decisions with 70% of the data, not 90%.

📢 Focus on retention and have one key metric for company growth.

💡 Identify and create 'magic moments' to improve user experience.