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Dating App:Tinder’s First Year User Growth Strategy
https://www.youtube.com/watch?v=fX0C4-H-XeY
Dating App:Tinder
The app is commonly used as a dating servicesapp and has branched out to provide more services
https://www.youtube.com/watch?v=fX0C4-H-XeY
Tinder’s First Year Growth
• Tinder achieved over one million monthly active users
• Within 30 months it reached 24 million
https://www.youtube.com/watch?v=fX0C4-H-XeY
Tinder’s First Year Growth Strategy
• "college by college" growth technique used by Facebook
• You need to identify social influencers in small areas, e who the influencers are, and target them
https://www.youtube.com/watch?v=fX0C4-H-XeY
Tinder’s First Year Growth Strategy
• Tinder also conducted launch parties with the requirement to display the installed app on a mobile to gain admission to the party
• Tinder's strategy to sign up sorority girls on campus helped to seed the marketplace
https://www.youtube.com/watch?v=fX0C4-H-XeY
Tinder’s First Year Growth Strategy
• Tinder shifted its marketing tactics in late 2013 to begin expansion into the 25-34 demographic through a series of "city by city" launch parties
https://www.youtube.com/watch?v=fX0C4-H-XeY
Tinder’s First Year Growth Strategy
• Tinder focused on the most popular organizations within the college Greek-letter system
• Rolling Stone calls this a “Targeted VIP” group “including presidents of sororities, celebutantes, models, and other ‘high-quality people’’’
https://www.youtube.com/watch?v=fX0C4-H-XeY
Aspirational marketing • Tinder marketing materials leveraged the existing sorority image styles
• Tinder press kit image is compared to USC Kappa Kappa Gamma Tumblr photo site
• There is a remarkable similarity in subject, composition, and tone between them.
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building Concentration
• With the influencers “bought in,” the marketing team could begin to address the larger Greek-letter community on campus
• This formula uses social proof to progressively build out the community at each campus
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building Concentration
Personal Outreach Presentations
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building Concentration
Launch Parties User Experience
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building Concentration
Third Party Integration
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building ConcentrationGrowth Results:
• The success that early users found with the tool created authentic success stories that spread within the 18-23 community
• Tinder had over a half million monthly active users within the first six months of launch
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building ConcentrationGrowth Results:
https://www.youtube.com/watch?v=fX0C4-H-XeY
Shifting Tactics
• The early college marketing campaigns helped seed the tool and create word of mouth buzz surrounding Tinder
• These techniques have a limit to their effectiveness
https://www.youtube.com/watch?v=fX0C4-H-XeY
Shifting Tactics
City by city launch parties
https://www.youtube.com/watch?v=fX0C4-H-XeY
Demographic Impact
• In early months,over 85% user base was between the ages of 18-24
• Tinder is seeing a huge upswing in both 25-34 year old demographics and 35-44 year old demographics
https://www.youtube.com/watch?v=fX0C4-H-XeY
Demographic Impact
https://www.youtube.com/watch?v=fX0C4-H-XeY
Building The Fire
• Tinder’s marketing team employed tactics appropriate for each developmental stage
• Starting from zero, early campaigns saw hundreds or thousands new users
https://www.youtube.com/watch?v=fX0C4-H-XeY
THANK YOU!!!
https://www.youtube.com/watch?v=fX0C4-H-XeY