...

Growth Hacking

by francisco-tome-costa

on

Report

Category:

Marketing

Download: 0

Comment: 0

377,203

views

Comments

Description

Growth Hacking Seminar in ISCAP (19-10-2014)

Credits http://www.slideshare.net/mattangriffel
Download Growth Hacking

Transcript

  • 1. Growth Hacking
  • 2. PS: I love you. Get your freee-mail at ???
  • 3. In 1996 co-workers Sabeer Bhatia andJack Smith planned to start JavaSoft
  • 4. They were afraidtheir boss mightread their emails
  • 5. They were afraidtheir boss mightread their emailsSo they built a web-basedemail system
  • 6. ...and so was born
  • 7. They raised$300,000 frominvestors
  • 8. But Hotmail’s launch wasunimpressiveJuly August
  • 9. Their growth strategy was to buy billboardsand radio ads
  • 10. But investor Timothy Draperhad a better idea
  • 11. Put ‘PS: I love you. Get yourfree e-mail at Hotmail’ at thebottom of each e-mail.
  • 12. Within hours, Hotmail’s growthtook the shape of a classicJuly Septemberhockey stick curve
  • 13. They started averaging 3,000July Septembernew users a day
  • 14. Within 6 months, they were upto 1 million usersJuly September November
  • 15. Five weeks later, they hit the 2million user markJuly September November January
  • 16. In one case, Bhatia sent anemail to a friend in India
  • 17. In one case, Bhatia sent anemail to a friend in Indiawithin 3 weeks Hotmailhad 300,000 users there
  • 18. When they sold to Microsoft 1.5 years afterlaunch, Hotmail had 12 million usersJuly September November January March May July September November
  • 19. When they sold to Microsoft 1.5 years afterlaunch, Hotmail had 12 million users(There were only 70 millioninternet users at the time)July September November January March May July September November
  • 20. This story is not an anomaly
  • 21. Why did thesecompanies succeedwhen everyone elsefailed?
  • 22. What we’re going to cover todayWhat Is Growth Hacking?Growth Hacking Best Practices
  • 23. Most startups find themselves facing thesame problem
  • 24. They build a product that no one ends up using
  • 25. Say your startup hasan idea
  • 26. You assemble a teamand start building
  • 27. Six months later, you have aproduct you're happy releasing
  • 28. When that day finally comes,you launch and…
  • 29. When that day finally comes,you launch and…nothing happens.
  • 30. You get a writeup on TechCrunchand several thousand users
  • 31. You get a writeup on TechCrunchand several thousand users(But most of them stop using it after a few days)
  • 32. Nothing like the tremendousviral growth you wereanticipatingJuly September November January March May July September November
  • 33. What do you do?
  • 34. You’re in the trough of sorrow, my friendTechCrunchof InitiationWearing Offof NoveltyTrough ofSorrowReleases ofImprovementWiggles ofFalse HopeThe PromisedLand!Crash ofIneptitude
  • 35. Continuing to ship new featuresis the worst thing you can do
  • 36. It compounds what the realproblem was in the first place, whichis that you don't know what's wrong
  • 37. Enter the growth hacker
  • 38. WTF isGrowthHacking?
  • 39. Growth hacking is a set oftactics and best practices fordealing with user growth
  • 40. Growth hacking is a set oftactics and best practices fordealing with user growthHow do I get more users?
  • 41. How do I increase the lifetime value of a user?How do I get more of my users to be active?What is our AHA moment?Growth hacking is a set oftactics and best practices fordealing with user growthHow do I reduce churn?How do I get more users?How do I measure the effectiveness of new features?
  • 42. Viral growth
  • 43. Viral growthLanding page optimizationLanding page optimizationSEOProduct managementEmail marketingAnalyticsOnboardingUXPR Behavioral economics
  • 44. Most companies onlytrack three thingsTrafficUsersRevenue
  • 45. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5Gettraffic ? Getusers ? Profit
  • 46. Those metricsaren’t very helpful
  • 47. Those metricsaren’t very helpful(The magic is what happens in between)
  • 48. The key is to map out the userlifecycle for your product
  • 49. ACQUISITIONACTIVATIONRETENTIONREFERRALREVENUEThe lean marketing framework
  • 50. SEOPRSEMViralPartnershipsEmail Blogs Contests
  • 51. PartnershipsACQUISITIONSEOPRSEMViralEmail Blogs Contests
  • 52. PartnershipsAcquisition = getting peopleto come to your siteACQUISITIONSEOPRSEMViralEmail Blogs Contests
  • 53. PartnershipsACQUISITIONACTIVATIONSEOPRSEMViralEmail Blogs Contests
  • 54. PartnershipsACQUISITIONACTIVATIONActivation = getting people to sign up foranything that could lead to a repeat visitSEOPRSEMViralEmail Blogs Contests
  • 55. PartnershipsACQUISITIONACTIVATIONRETENTIONSEOPRSEMViralEmail Blogs Contests
  • 56. PartnershipsRetention = getting usersto become activeACQUISITIONACTIVATIONRETENTIONSEOPRSEMViralEmail Blogs Contests
  • 57. PartnershipsACQUISITIONACTIVATIONRETENTIONREVENUESEOPRSEMViralEmail Blogs Contests
  • 58. PartnershipsACQUISITIONACTIVATIONRETENTIONREVENUERevenue = monetizing active usersSEOPRSEMViralEmail Blogs Contests
  • 59. PartnershipsREFERRALACQUISITIONACTIVATIONRETENTIONREVENUESEOPRSEMViralEmail Blogs Contests
  • 60. PartnershipsREFERRALReferral = getting activeusers to refer othersACQUISITIONACTIVATIONRETENTIONREVENUESEOPRSEMViralEmail Blogs Contests
  • 61. The lean marketing frameworkPartnershipsREFERRALACQUISITIONACTIVATIONRETENTIONREVENUESEOPRSEMViralEmail Blogs Contests
  • 62. Let’s see it inaction
  • 63. You hear about Quora afteryour friend posts a questionAcquisition from Quora to Twitter
  • 64. After reading the pageyou decide to create anaccountAcquisitionActivation
  • 65. ...a few days go byAcquisitionActivation
  • 66. You get a weekly digestemail with questions andlinks back to the siteAcquisitionActivationRetention
  • 67. Once you’re back, Quoraencourages you to readrelated questionsAcquisitionActivationRetention
  • 68. And share interestingquestions throughTwitter and FacebookAcquisitionActivationRetentionReferral
  • 69. Quora doesn’tcurrently make moneyAcquisitionActivationRetentionReferralRevenue
  • 70. Each step of the LMFcorresponds to a user state
  • 71. The growth hacker’s job is to figure out howto move users from one state to the next???Creates an account Visits again later
  • 72. You need to measure conversions at each step10% 30% 30%52 17 1741744Acquisition Activation Retention Revenue
  • 73. Mixpanel and KISSmetrics are great for analytics
  • 74. plug-and-play
  • 75. Dave McClure’s example conversion metrics
  • 76. At first your numbers will be really shitty1% 18% 0%17 3 01744Acquisition Activation Retention Revenue
  • 77. At first your numbers will be really shittyFocus here1% 18% 0%17 3 01744Acquisition Activation Retention Revenue
  • 78. At first your numbers will be really shitty10% 174 10% 0%17 01744Acquisition Activation Retention Revenue
  • 79. Don’t focus onacquisition if youractivation rate is 1%
  • 80. Growth hackers havedeveloped tactics foroptimizing the funnel
  • 81. Measure the quality of traffic sources
  • 82. Minimal landing pages to convert better
  • 83. Onboarding to improve activation and retention
  • 84. Get people to come back using email
  • 85. Incentivization to get people to share
  • 86. Identify companies that focus onoptimizing and try to learn from them
  • 87. Testing
  • 88. Unbounce is an amazing tool for easilycreating and testing landing pages
  • 89. Optimizely is a great tool ifyou already have a site
  • 90. Measure the lifetime effect of a change10% 30% 30%52 17 1741744Acquisition Activation Retention RevenueVersion A 1744 (100%) 174 (10%) 52 (30%) 17 (30%)Version B 1670 (100%) 100 (6%) 60 (60%) 18 (30%)
  • 91. Notable Growth Hacks
  • 92. Acquisition:BrandYourself kepttheir Mashable articletrending for 2 daysby promoting it onStumbleUpon
  • 93. Activation:OKCupid has a “tourguide” that interactswith you during thesignup process
  • 94. Activation:Groupon has twodifferent pages forGoogle vs. Directtraffic(Footers are good for SEO butreduce conversions)
  • 95. Activation:Path texts the app toyour phone
  • 96. Activation:Dropbox sends anemail when a usersigns up but neverinstalls the software
  • 97. Retention:Eventbrite sendsemails if you’ve beeninactive for too long
  • 98. Retention:Path has your friendsdo it instead!
  • 99. Retention:Path has your friendsdo it instead!(Can have a 10x higherconversion rate)
  • 100. Referral:Facebook integrationmakes it really easyto get people toshare
  • 101. Referral:Dropbox,LivingSocial, andAppsumo knowincentivizationworks well too
  • 102. Referral:Quora forces peopleto sign up before theycan read answers
  • 103. Growth HackingResources
  • 104. Watch Dave McClure’sStartup Metrics forPirates
  • 105. Quora has boards on GrowthHacks and Growth Hacking
  • 106. Andrew Chen hasposted a list of notablegrowth hackers:
  • 107. Thank you.Francisco Tomé Costahttp://franciscocosta.commail@franciscocosta.com@franciscocosta
  • Fly UP