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Etsy Case Study

How Etsy leveraged SlideShare

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Etsy Case Study

  1. 1. Sharing Their Experiences for the Greater Good a Slideshare Case Study 5,s| ideshare a Linkedm Company
  2. 2. ETSY ES TEIE MEEKEEEEEQE WE MAKE TGEEHEEO 5"/ I/ill N / I l 1 Te LPEE TE: ., I ‘Liar: 111 2:1 E; Er; : Itl Etsy enables people anywhere to easily build and directly buy from independent, creative businesses.
  3. 3. ONE MONTH 10,000,000 10,000,000 PEOPLE PEOPLE iv, E_; E_. 10,000,000 10,000,000 PEOPLE PEOPLE 1* ‘ lV‘___, OVER 40,000,000 PEOPLE VISIT ETSY EACH MONTH 875,000 SELLERS OVER 15 MILLION MEMBERS IN OVER 150 COUNTRIES MORE THAN $525,000,000 ' '. 1 ssoo, ooo, ooo . .. ---- , . $400,000,000 $300,000,000 $200,000,000 $100,000,000 2011 ETSY SELLER'S GROSS
  4. 4. Etsy is an online marketplace that enables producers and consumers to. .. come‘/ get", @@. _iNiVERSE 01110 the relationships that form the basis of thriving local living economies.
  5. 5. Change the way the global economy works by giving very small businesses more sway
  6. 6. - pp _ ~ -"' "~~ll‘'; ~‘, _ I l ‘O ‘ ll 5' J; av “ T, "-m : l V, ‘ N‘ l -r . V V ~ l T ‘ Kw 1 businesses and consumers K cl;1.1ce c t 137 <3 01.111 e c t ~ 7-, L‘: - ‘1,; ‘--.8-. '*-. ,‘ve x
  7. 7. , fig? ?? r}@§3 , einieo eletine PURCHASING DECISIONS TO BE MADE BASED ON lnlslll AS neu. AS_ PRECE CONVENIENCE .
  8. 8. THE YARE NOT ONLY CHANGING THE WAY BUSINESS IS CONDUCTED. ..
  9. 9. THE YARE ALSO CHANGING THE WAY DEVELOPMENT I8 DONE.
  10. 10. "V - - oN AN AVERAGE DAY, --—° I-. —:: .:; . ETSY’S ENGINEERING TEAM RELEASES OVER "V-1.‘ : — V CHANGES TO THEIR WEBSITE.
  11. 11. . “That pace is new for development, ” Brittain explained. “We run very quickly, using a process referred to as Continuous Development. Every one of our engineers has access to deploy changes to our production website every day. ”
  12. 12. “This is what you typically see in small start ups, but is less common in teams as large as ; ours, where we have over 100 engineers involved. /
  13. 13. .1‘ "$5 ’ . § We have been able to apply the Continuous Development process to a large team and continue to be successful at building new products for the Etsy marketplace. ”
  14. 14. are interested in hearing from Etsy engineers.
  15. 15. “A lot of our speaker content is focused on our ENGINEERING PROCESSES and tools. We share how we put it in place and try to be fairly instructive on how others may be able to operate their teams in a similar fashion. ” —Brittain
  16. 16. While some may consider these processes the saucy _“§[41@CE ‘ of a successful company and ‘ (9) — try to hold onto it for themselves, 0
  17. 17. SAUCE ‘C? Etgybelieves it is best to share.
  18. 18. “It’s important that our industry grows and it doesn’t really grow without sharing. We have an engineering culture that is interested in open source. ”
  19. 19. T CONTRIBUTING BACK, EXTENDING OPEN SOURCE TOOLS, EXCHANGHFNG IDEAS —
  20. 20. A number of Etsy’s engineers have been speaking at conference and once the talk is over, they frequently want to share the content with a larger audience, who may be able to benefit from it
  21. 21. THIS ES gsllde. Hats.
  22. 22. “The larger story often occurs after the talk has happened, ” explained Brittain. “The ongoing reach we get from publishing these materials and sharing them through social media is a big plus. It helps us reach a much larger audience, keeping the conversation going, while also growing the brand of Etsy’s engineering culture. ”
  23. 23. rfrt 1F“. ’{. Q‘ r". |1 rzsismmasrrooi Etsy uses to dis"cribu"ce materials from presentations and conferences. T“ . L. , _, I 4‘ In-i'. .;'~<: ’ ‘ O I‘ - I'_' I I ‘.4’ r ml siiiuas 5lEM@M@ We 9,. . , .;~. [ 1-:3 E 9s W . A‘ C: s , /cl! llil | i.; [ | | 7 #1 air (Q r‘: ‘ ”1I‘¢' aflf ft __ I l 13. [—. ‘fa r‘ all w ‘. I‘. 1r: ~ Y‘ (ifs ujfn 1‘‘. ;« ‘_v[ ‘.1
  24. 24. IT’S CLEAN “It’s a really simple way to publish slides, from a variety of formats. It’s pretty straightforward. ”
  25. 25. ETSY CAN SEND USERS A SINGLE URL WITH NO NEED FOR ANY ADDITIONAL SOFTWARE SHARE ALL THE PRESENTATIONS AND OTHER CONTENT THAT BEST TELLS THEIR ENGINEERING STORY THEY CAN USE SLIDESHARE’S ANALYTICS TO UNDERSTAND WHO IS VIEWING THEIR CONTENT AND WHAT THEY ARE MOST INTERESTED IN SEEING
  26. 26. ETSY ALSO ENABLES MORE THAN 20 OF THEIR ENGINEERS TO POST CONTENT DIRECTLY TO THEIR OWN ACCOUNTS, WHICH IS AUTOMATICALLY SYNDICATED TO THE NETWORK AT HTTP: // SLIDES. HARE. NE'1'/ ETSY.
  27. 27. THIS HELPS VISITORS DISCOVER THE ETSY BRAND THROUGH ITS PEOPLE AND ENGAGE WITH THE COMPANY IN A MUCH MORE PERSONAL WAY. AS A RESULT, USING THE NETWORK, ETSY CAN BUILD EQUITY IN THEIR ENGINEERING BRAND, WHILE THEIR ENGINEERS STRENGTHEN THEIR PROFESSIONAL IDENTITY.
  28. 28. .1 "~55 ’ . § “Writing the content for the audiences we are talking to real-time and then sharing the content afterwards is a benefit we get because a site like SlideShare exists. ”
  29. 29. “It’s great for our recruiting efforts. We’ve had job candidates referring to slide decks that were published on SlideShare about Etsy’s culture and technology. ” / ~,—a, ~—; »¢~1.n—--garfi —'*. :—>3 n. gt . _.. -'—¢. a re‘: :-3‘- : —‘. «. ¢““_‘ , , _ _ _. .., -. .-. _.. _.. .._L. _. . _ 1., ,, ,_ . __, _. _ . ._ . ._. _.. .__.4g, .__. fi_: ?-»<-_. ... L#/ 1,- , ._. _ , _, - . . . . . ,. - . ,.. .._4_. ,,_. .__. . . _. .. _. .._ L I» _ _I« .4‘. 4: I. . . ___. .j4.{an: a5—o; -g §. .J+J1_/ l._. :/ I_. _.l. ._—Aa__“aL. ._. l.:
  30. 30. WE HAVE ALSO HAD EMPLOYEES POST THEIR MATERIALS TO SLIDESHARE WHERE THEY THE NUMBER OF PRESENTATION VIEWS AND RECOGNIZE THAT OUTSIDE OF ETSY CARE ABOUT WHAT THEY ARE TALKING ABOUT, WHICH MAKES A DIFFERENCE IN THEIR OUTLOOK ON SPEAKING AGAIN. Ema
  31. 31. WE HAVE HAD FOLKS SOLICIT SPEAKERS FROM ETSY BECAUSE THEY FEEL THE CONTENT THEY FOUND ON SLIDESHARE WOULD BE A BENEFIT TO THE FOLKS ON THEIR OWN ENGINEERING TEAMS.
  32. 32. IT’S GREAT MARKETING FOR OUR OWN. ..
  33. 33. K ” ‘I ‘V. “At the “end of the day, I . — the company and the community — is / WQNDERFUL CREATIVE ‘I? —-. -r about people collaborating on all kinds of A . IRURsUITs. ” ‘
  34. 34. .§ “having our content in one place, on the I “I slideshare network, is a benefit to us, we would definitely recommend people use it for posting and sharing their content online. ”
  35. 35. WITH SLIDESHARE, ABLE TO SHARE THEIR KNOWLEDGE WITH ENGINEERS Ii ilj Kl: J; I. If; liflti , BRINGING HEART To COMMERCE, BUT ALso INNOVATION To DEVELOPMENT, IN THEIR EFFORTS TO MAKE THE WORLD A MORE El. SUSTAINALE, ESE FUN.

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