Going Freemium

Tactics and Lessons (in Progress)

Social Media Dashboard

Broadcast, monitor & share from a single web tool

What Did We Do?

Preparation

1. Customer Survey2. Metrics Analysis3. Research Migrations 4. Pricing Options5. Cohort Roll-out

Customer Survey

Questions

How people used the product

What features are they willing to pay for

How much are they willing to pay

Metrics Analysis

RJ Metrics

Slice & dice database to see how users were *really* using HootSuite

Make decision from data rather than hunches

Migration Research

Findings

User communication is critical

Not necessarily easy (always be haterz)

Slow and steady FTW

Keep expectations in check

Pricing Models

Options Considered

1.Charge per monitored term: keyword, search, tabs

2.2. Buckets of features – catering to different types of users at different price points

3. Charge per Team Member

Cohort Launch

Roll Out

Only new users had to choose between a free/paid plan

User experience unchanged for older users

Analyze price points & adjust

Cohort Trials

Tested each for ~1 month >

Iteration I - Tiers

Multiple buckets of features with pre-determined number of Team Members allowed

Iteration II - A la carte

Add features needed for monthly fee, e.g: enhanced support/vanity URLs/additional TMs, etc.

Findings...

Cohort Results

A la Carte Results

80% increase Pro signups

15% increase free accounts

Why?

•A la Carte was simpler solution for most users

•More flexibility for SMEsUsers needed more Team Members than were available in tiered model

Enterprise Plans

Big Business

Special tier for large business and orgs

Unlimited social profiles, plus more Team Members & Learning program

Differentiate with VIP service & new features i.e. Facebook Insights

Mobile OptionsPlatform Tie-in

At first, charged for full & offered free (limited)

Migrated to free on 5 platforms – ex: 1st day 12K iPhone downloads

Aim: Tightly couple web and mobile to encourage Pro sign-ups (success TBD)

Promoted Content

Another Stream

Twitter Promoted Content provides additional source with revenue share

First 3rd party syndication partner

Promoted TweetsPromoted TrendsEtc.

Looking Back

Communicate: Early & Often

Learn: Analytics vs Hunches

Payment: AMEX, JCB, PaypalCohorts + a/b: Let us test before diving in

Gradual roll-out: system tune-ups, bugs

Thanks from @hootsuite

Ryan Holmes - twitter.com/invoker++

Help Desk - help.hootsuite.com Feature Requests - feedback.hootsuite.com Learning University - learn.hootsuite.com

Twitter @hootsuite @hootsuite_help @hootsuiteiphone @hootwatch