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© comOn
PS: I love you.
The Growth Hacking MindsetAPPM Marketing Marathon 2016
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Love helps growth.
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Love helps all the time.
Having ideas.Setting up a plan.Selling your vision.
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Love gets us committed.
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Committed to marketing?
Get ready to be committedto technology, content, trends, behaviours and everything you can get
your hands on.
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Committed to marketing?
Get ready to be committedto technology, content, trends, behaviors and everything you can get
your hands on.
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Where do we start?
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Launched in July 1996.
(feeling old?)
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“PS: I love you. Get your free e-‐mail at Hotmail”
Reached 1 million users in 6 months.
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They got loved back.
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Internet users in December 1997 – 70 million
User share in December 1997 – 17,14%
Source: IDC, Internet World Stats.
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If Hotmail made it today...
In December 2014 – 527 million– 7.3% of the world’s population
In 18 months.
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With a signature.
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With a signature. Now THAT is remarkable!
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Even before “Growth Hacking” became a buzzword.
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Feel happy, growth hacking is easier if you are Portuguese.
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The #1 word that the English language wished it had?
Source: Cracked.com
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The #1 word that the English language wished it had?
Desenrascanço.
Source: Cracked.com
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“To pull a MacGyver.”Source: Cracked.com
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Growth hacking came from necessity.
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“Growth Hacking is more of a mindset than a toolkit”
Aaron Ginn, Head of Growth, Stumbleupon
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The world sucks for startups.
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Limited resources.
Little marketing experience.
No brand equity.
Extreme uncertainty.
Fierce competition.
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Competitors looklikegiants.
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“In the absence of big budgets, startups learned how to hack the system to build their companies.”
Micah Baldwin, Founder, GRAPHIC.LY
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AirbnbUber
Netflix
Examples
HotelsTaxisBlockbuster
VS
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Let’s learn from startups.We have shared goals.
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Traffic, engagement, purchases, loyalty, referrals.
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We have shared troubles.
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Success*
Read something
Have an ideaMVP
Launch
Overnight success
*as they say it happens
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Readsomething
Havean idea
MVPLaunch
Network
Work like crazy
Fail a lot
Life happens
Fail again
Overnight success(to everyone not watching)
Success*
*what really looks like
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Awareness
Revenue
Retention
Referral
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Awareness
Revenue
Retention
Referral
X
-‐10x
-‐10x
Y
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Everybody has to bevery creative to grow.
But startups are faster and leanerthan established companies.
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“You never stop as a growth hacker. Facebook still has a growth team and
they have a billion users.”Blake Commagere, Founder, Mediaspike
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CreativeMarketing
Engineering & Automation
Data Analytics & Testing
Growth Hacking
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But tips and tricks on their own fall short.
We need to make them our own.
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Growth hacking can become what it’s not supposed to be.
A “box”.
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Zeitgeist
What we do well
The right time and context
Killer Ideas
The creativity engine
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Killer ideas get you to the next zero.
From 10,000 to 100,000 to 1,000,000.
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Let’s go get that next zero.
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Awareness
Revenue
Retention
Referral
X
-‐10x
-‐10x
Y
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Appsumo -‐ Giveaways
After 25 giveaways, Appsumo got 528k subscribes and generated 886k USD in revenue.
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Postcron – Incentives for reviews
In 5 months Postcron went from 150.000 to 2.000.000 accounts. /
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Airbnb – Personalised referral programs
Through referrals, Airbnb increased reservations by more than 25%
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Dropbox – K.I.S.S.
Dropbox increased installations by 250% with a simple referral program
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Awareness
Revenue
Retention
Referral
X
-‐10x
-‐10x
Y
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Tap My Back – Gamification & Recognition
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Uber – Find a enemy
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Twitter – Value since the 1st interaction
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Going old school -‐ SMS
SMS -‐ 99% open rate and 19% click rateEmail -‐ 22% open rate and 4% click rate
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Staples.pt -‐ User feedback
Hotjar and Qualaroo are good tools to get user feedback
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Awareness
Revenue
Retention
Referral
X
-‐10x
-‐10x
Y
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Awareness
Revenue
Retention
Referral
X
-‐10x
-‐10x
Y
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Committed to marketing?
Get ready to be committedto technology, content, trends, behaviors and everything you can get
your hands on.
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24 Growth Hacking TipsSurvival Book
http://www.slideshare.net/elemen2
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HashjackingHow to blog relevant contentGain prospects from TwitterAttract users with the right triggersIntegrate with popular platforms
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Zeitgeist
What we do well
The right time and context
Killer Ideas
The creativity engine
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Case 1: The Selfie.
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Technology: SmartphoneContent: UsersTrend: Take picturesBehavior: Post on social media
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Cost: Vinyl
Technology: SmartphoneContent: UsersTrend: Take picturesBehavior: Post on social media
Your brand here.
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Why: Front facing cameras
Technology: SmartphoneContent: UsersTrend: Take picturesBehavior: Post on social media
Won’t work today.
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What we do well: Understand how users behave.
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Zeitgeist: Selfies.
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The right time and context…Adapting the medium to the behavior.
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Make it your own.
Hack everything you can find.
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Challenge 1: Selfies.
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RetailOOH
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Case 2: Sports Events.(Also known as “that’s great, but nothing like that would be possible in Portugal”.)
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https://www.youtube.com/watch?v=jAF2hZxdFRE
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What they do well: Video, promo and activation.
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Zeitgeist: Soccer. It’s Portugal…
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The right time and context…Until Benfica was down by three.
(Yes, I know that this weekend wasn’t that great either.)
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Results?
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Challenge 2: Sports Events.
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Pre-‐GameHalf-‐Time
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Case 3: How to use video?
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Cases.
https://www.youtube.com/watch?v=HSJMoH7tnvw
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What they do well: Video and crazy ideas.
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Zeitgeist: Fail videos.
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The right time and context…
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Results?
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Challenge 3: How to use video?
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Get users to create contentGet users to share content
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PS: I love you.
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PS: We love you.
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PS: We love you.
Only black and purple capsules please.
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Filipe AlmeidaHead of Media&Intelligencefilipe.almeida@comon.pt
João VitóriaChief Growth Officerjv@comon.pt
Thankyou!
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