Growing Your Online Audience - a talk from Brazil Innovators Conference

1. GROWING YOUR ONLINE AUDIENCE
BRAZIL INNOVATORS CONFERENCE - SEPT 13

2. HI, I’M THOM

3. SOUNDCLOUD IS THE WORLD’S
LEADING AUDIO PLATFORM

4. Every minute, creators upload
12hrs
of audio

5. PRESIDENT OBAMA
FOO FIGHTERS
SNOOP LION
MADONNA
SKRILLEX
MACKLEMORE
JOHN OLIVER
(DAILY SHOW/BUGLE)

6. AUDIENCE: THE WEB-NATIVE USERS
OF THE FUTURE
MORE SOCIAL
SAVVY
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 memberships of
music and audio services
per user

7. reaching over
200m
people every month

8. “The YouTube of Sound”
« The Youtube of Sound »
“8th fastest growing site in the U.S”
« Fan activity on SoundCloud
tripled in 2012, making it the fastest
growing social service for music. »
« 8th fastest growing site
in the U.S. »

9. SO HOW DID WE GET
THERE...?

10. Users
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

11. GROWTH TEAM
Engineering
Design
Product
Marketing

12. FUNDAMENTALS OF GROWTH
Insight
informed
Test &
iterate
Targeted
& tactical
High ROI

13. CALCULATED BETS

14. How did we get to number
1
in the Brazilian App Store

17. THE RESULTS
Overall Ranking
Before
During
After
Category Ranking
115
4
86
12
1
9
50% increase in downloads

18. How did we increase first month retention by over
20%

19. OUR AUDIENCE
The SoundCloud user is
young, natively social,
savvy, early adopter and
lean in contributor

20. Landing
page
Account
details
Complete
Find
content

21. Landing
page
Account
details
Find
content
Complete

23. How did we decrease signup conversion by almost
10%

25. Save this song for later
-10%
+25%

26. How did we increase Android downloads by over
40%

27. Referral Traffic
Mobile Browser
CHURN!
Native Apps

28. How did we increase native app registrations by
30%

29. APP STORE OPTIMISATION
1
4
3
2
5

30. How did we increase email effectiveness by
100%

33. DO THE HUSTLE.
STAY HUMBLE.

34. SO WHAT’S NEXT...?

35. reaching over
1Bn
people every month

36. THANK YOU!
P.S. WE’RE HIRING.
SOUNDCLOUD.COM/JOBS