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Pinterest: Cuanto Del Growth Hacking Se Te Va De Las Manos

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Pinterest: Cuanto Del Growth Hacking Se Te Va De Las Manos 1 Pinterest: cuanto del growth hacking se te va de las manos Pinterest es conocida en el mundo de la startups por haber sido la red social con el crecimiento más rápido de la historia. Pinterest es un producto que combina características de Twitter, Tumblr y Reddit que enseguida se hizo un hueco entre el sector femenino americano. ¿Que hizo Pinterest para crecer tan rápido? Al igual que AirBnB, Pinterest empleó una serie de tácticas de growth hacking que le supusieron más de una llamada de atención por parte de algunos usuarios Controversia Muchos críticos de Pinterest acusan a la red social de extraer el listado de contactos de los usuarios sin ningún tipo de permisos. Antes de que Facebook limitara esta opción en su API, los growth hackers de Pinterest desarrollaron una aplicación con la que eran capaces de acceder al listado de contactos del usuario en el momento del registro. Así, una vez el usuario se había registrado en la plataforma, Pinterest enviaba un correo electrónico animando a sus contactos a probar la red social. En el caso de Pinterest fue algo más hardcore. La campaña estaba diseñada para que el destinatario del email se registrase en Pinterest sin casi darse cuenta. Este tipo de estrategias es muy típica en páginas de video in streaming, donde no paran de aparecernos pop ups para visitar páginas de dudosa confianza. Por otro lado, y al igual que en el caso de Linkedin, la configuración por defecto del perfil de usuario en Pinterest incluía una opción a través de la cual, se notificaba a todos los contactos vía email, que el usuario había publicado una imagen o había hecho un pin. En teoría, esta técnica de email marketing debería ser bastante efectiva para fomentar la adquisición, la activación y la retención de usuarios. En la realidad, lo que hace es cabrear a los usuarios y acaba convirtiéndose en spam. Otra de las acciones desarrolladas por los growth hackers de Pinterest fue el uso de los llamados ‘Skimlinks’. Amazon emplea los skimlinks en su programa de afiliados. Un slimlink no es más que una url de destino que incluye una serie de parámetros que permiten a una web saber quién le trae el tráfico. Un ejemplo similar podrían ser las urls personalizadas de Google. Lo que hacía Pinterest era aprovecharse de los contenidos que se publicaban en redes sociales sobre un producto y obteniendo una comisión por cada venta generada en un ecommerce. Pivote 2 Pinterest estaba creciendo rápidamente, pero las acciones realizadas estaban empezando a generar malestar en la compañía. Para paliar la controversia generada en sus inicios, Pinterest decidió cambiar su política de privacidad y hacerlo saber a sus usuarios de cara a mejorar la imagen de la empresa. Intentaron mantener calmados a algunos de los periodistas de tecnología y algunas personalidades de Sillicon Valley que ya estaba registrados en la plataforma. Si hay una cosa que sabe un growth hacker es que nada interrumpirá más el crecimiento de una empresa que la desconfianza de sus clientes. Pinterest concentró su estrategia de captación empleando técnicas más tradiciones, aunque ese momento la red social contaba con una masa de usuarios lo suficientemente grande para crecer de manera exponencial. Para ello, la gran mayoría de los esfuerzos se destinaron a desarrollo y mejora del producto, dando lugar a algunas técnicas pineras a la hora de registrarse en una web. 1. Los nuevos usuarios debían empezar siguiendo a otros usuarios más antiguos. Muchos sites caen en algo llamado ‘cold start problem’ en sus inicios. El cold start no es más que la decepción que sufren los usuarios cuando entran a una plataforma y no saben qué hacer o como interactuar con otros usuarios en un primer momento. Este tipo de usuarios suelen tener una mala experiencia y no vuelven. En Pinterest, en el momento en el que te conectas, empiezas a ver gran calidad de contenidos. Es una técnica que también emplea Twitter en el proceso de registro. 2. Diseño de la interfaz del usuario Hay pocas redes sociales con una interfaz y una suite de aplicaciones tan atractivas como Pinterest. Además, toda acción disponible en la página puede utilizarse en el newsfeed, como comentar, hacer un pin, seguir, etc. Eso evita que el usuario tenga que navegar por diferentes páginas innecesariamente además de ayudar a reducir los tiempos de carga y espera. Este factor puede ser clave en el éxito de una nueva red social. Solo hay que darse cuenta de que cuanto más rápido carga la página más cosas puede hacer el usuario. 3. El newsfeed tiene un scroll infinito Cada vez es más habitual ver este tipo de distribución en webs. Facebook lo integró en su nueva interfaz. Lo genial de esta distribución es es mucho más fácil para el usuario ir viendo e interactuar con el contenido de la página. 4. Favorece la conexión vía Facebook o Twitter. Muchos usuarios de Pinterest ya utilizaban otras redes sociales. De ahí que Pinterest la integre para favorecer el registro sencillo. Esto es lo que, en sus inicios permitía que Pinterest tuviese acceso a los contactos de los usuarios, pero facilita mucho el proceso de registro. Conclusiones Como muchas otras startups, Pinterest experimentó con diferentes técnicas de growth hacking para hacer crecer su base de datos de usuarios. Finalmente, acabó utilizando otro tipo de técnicas o acciones más ‘éticas’. Es obvio que hay que intentar evitar ese tipo de técnicas ‘grises’, aunque como startup, es necesario probar todo tipo de técnicas viables para poder crecer. Pinterest demostró que no tenían miedo a probar cosas nuevas, y captaron la atención y las críticas de muchos usuarios. También es cierto que muchos de esos críticos eran ejecutivos de empresas que en su día habían hecho lo mismo. 3 Instagram, como conseguir más de 100.000 usuarios en una semana Instagram, la famosa aplicación de fotos adquirida por Facebook por 1.000 millones de dólares, llevaba dos años en funcionamiento antes de convertirse en una empresa. Gracias a diferentes técnicas de growth hacking consiguieron 100.000 usuarios en su primera semana. En la actualidad, la aplicación de Facebook, cuenta con más de 40 millones de usuarios, que han subido más de 1 billón de fotos y crece a razón de más de 1.000.000 de usuarios mensualmente. Uno de los factores diferenciales de esta aplicación es que el usuario puede personalizar sus fotos gracias a la variedad de filtros que proporciona la aplicación. A priori, esta ventaja podría ser insuficiente para conseguir convencer a un inversor, pero para un usuario resulta genial poder subir y editar una imagen sin necesidad de utilizar programas como Photoshop. Además de los filtros, Instagram destaca por el diseño de la interfaz del usuario, donde predominan las imágenes y escasea el uso de textos. Esto ha hecho que Instagram haya llamado la atención de un inmenso conjunto de usuarios interesados en este tipo de formato de contenidos. Integración con otras redes Al igual que Twitter, el usuario tipo de Instagram destaca por ser un ‘heavy user’ de la redes sociales. Uno de las acciones de growth hacking más efectivas de Instagram ha sido la integración con redes sociales como Facebook, Twitter o Flickr, lo que permite al usuario poder interactuar con sus diferentes perfiles en redes sociales mientras utiliza Instagram El éxito de Instagram está basado en gran medida en el uso de técnicas de growth hacking. A continuación, te mostramos tres tipos de acciones replicables para tu startup. 1. Cooperar, no competir: Instagram no tenía intención de desbancar a Facebook o Twitter de los primeros puestos del sector de las redes sociales, de hecho, Instagram como producto no competía con ninguna de ellas. Es más, si Google Plus, con todos los recursos que tenían a su disposición no habían podido competir con Facebook, ¿cómo iban a hacerlo ellos? Desde el principio, Instagram decidió incorporar funcionalidades de Facebook y Twitter a su aplicación. AL fin y al cabo, era una de las mejores formas de hacer que el usuario utilizara la aplicación de manera diaria. Este hecho permitió además que el usuario de Instagram viera la aplicación como un complemento a sus redes sociales y no como un sustituto. Al final, el resultado de la integración con estas redes fue tan bueno que Facebook abrió sus puertas para la incorporación de la aplicación a su portfolio de servicios. 2. La velocidad lo es todo: Instagram es una aplicación muy muy rápida. Busca en cualquier Marketplace de aplicaciones para móvil y verás cómo o encuentras una aplicación más sencilla, usable y compacta que Instagram. 4 EL usuario hace una foto, aplica un filtro y lo comparte con sus amigos. A priori el usuario no aprecia el tiempo que el archivo tarda en cargarse, lo que inconscientemente afecta en la experiencia del usuario. Para ello, Instagram empleo una serie de técnicas de desarrollo de producto para contrarrestar la lentitud con la que se cargan datos en el móvil. A continuación, mostramos tres de las principales técnicas que llevaron a cabo el equipo de growth hacking de Instagram. 3. Carga de datos basada en la relevancia, no en la fecha.: Twitter y Facebook utilizan la fecha de subida como factor para posicionar el contenido en lo alto del timeline. Instagram utiliza diferentes algoritmos para posicionar en lo alto del timeline aquellos contenidos a priori más relevantes para el usuario. Este factor hace que el usuario pase más tiempo en lo alto del timeline, dando tiempo a la aplicación a cargar el resto del contenido. Camuflar los tiempos de carga. ¿Qué hay más importante que la velocidad real? La velocidad percibida.
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