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this is an example of LinkedIn's profile completion meter it's fairly famous in terms of one of the most successful and earliest types of gamification and this really hinges off of the concept of the endowment effect
LinkedIn obviously viral loops right LinkedIn originated the address-book import which everybody loves so dearly to spam all of your network to invite them to LinkedIn but it's help them grow exponentially the key about LinkedIn is that it becomes more valuable for its members the more people who are on it so it's really primed for that viral loop
if you have a product that is inherently viral you can use social so LinkedIn works really well
one of the smallest tiniest things we did had one of the largest impacts which is slack has a Help Center with more content on it than the website by far which is pretty classic for a company a lot of visitors to it really good SEO and it runs off of Zendesk so it's not actually part of our website so we said what if you put a create a team CTA on this Help Center which took about two minutes to do and it had the biggest impact on growth on anything we've done in a year
the only other thing I'll say is that it's lack in many companies we've actually gotten really tripped up on the results of the experiment so one example is we did all of these onboarding and education experiments and none of them were moving the needle and we couldn't understand it some of them seemed really obvious that it would have a positive effect it would just be nothing nothing nothing and then one of our I think it was an analyst very clever analyst said huh what if we separated out the
the reality is is that yes you can set up that slack team and then you have the easy task of saying hey everybody I work with get off email change the entire way you work I promise it will be super awesome that's a high high bar that's a lot of friction for anybody who doesn't feel really strongly about it and who doesn't necessarily have as much social capital as a very well-paid engineer at a start-up
the challenge that slack has been going through in the last year I'd say maybe your and a half is we've grown really rapidly off of originally a small base our early adopters and the people who first created teams were almost all engineering dev tech folks in Bay Area they look just like the people of slack so we really understood them but as slack expands throughout the country internationally and in order to maintain those growth rates we really kind of reach out beyond the pure engineering co
slack's onboarding is fairly well known we use slack bot people love it because you know it's cute it's human it's simple but what I like about slack bot is it is the framework of the actual product right so it is onboarding via chat it is a chat product we are teaching you how to use the product in a fairly fun way while you're interacting with slack
slack right now obviously word of mouth is big but Brandon content is where we're really investing slack is a new category people are not that familiar with it we have to educate them a lot we have to make them aware so we're investing a lot in the brand
slack grew for years and even now off the back of this word-of-mouth people liked it so much they told their friend who told her friend who told their co-worker