Samira mchater at hyper island

Hi Hyper Island!

My name is Samira!Twitter:

@Samajra

Today’s agendaWhat is growth hacking?

Difference between mf and ghGrowth hacker

Examples of growth hackingData and Metrics

ChallengesTools

break 10 minworkshop 30 min

What is growth hacking?

Growth hacking

“An iterative customer acquisition and retention strategy that sits at the

intersection of product development and marketing”

Marketing VS Growth hacking

Traditional marketing vs growth hacking

Make people want the productTraditional media such as print ads, TV and radioConversion funnel rarely determinedMore structured with plans

Make a product people wantGathers data, experiment and then determine Cheaper“Execute fast, fix later attitude”

Marketing Product/Tech Marketing Product/

Tech

Why growth hacking?

✖Cheap✖Efficient✖Scalable

40

80120

160

200

2409

09 9 9 9

MPHkm/h

”Growth hacker is the new VP of marketing”In 2012 Andrew Chen published a blog post

emphasizing that coding and technical chops now were an essential part of being a great

marketer.

Growth Hacking was coined by Sean Ellis in 2010.

“A GROWTH HACKER IS APERSON WHOSE

TRUE NORTH IS GROWTH”

Growth hacker

DeveloperProduct Owner

Data analyst

GH

Growth hacker

DeveloperProduct Owner

Data analyst

GH

How about the marketer then?

The role does not matter!What matters is:

AnalyticalCreativeCurious

= Mean Marketing Machine

The traditional marketer is best poised to become a growth hacker (compared to the general population), should they choose to, if they have a strong analytical and technical mind.

Why a Growth team?✖ They change how decisions are made✖ Better collaboration between Marketing and Developers✖ Focuses on improving existing funnel✖ Back end team tend to work with ownership and delivering

one service (i.e Worlds best search engine✖ Growth team would work with making every user do more

searches every day✖ No growth team is necessary if people aren’t using your

product! You need a user base.

Growth hacks

✖A/B Tests✖Headline tests✖Landing pages✖Piggyback (Paypal, Airbnb)✖Fake activity on Platform (Quora)✖Private beta list

Examples of growth✖PS: I love you. Get your free email at Hotmail.

3,000 a day.In 6 months they reached 1 million users.5 weeks later – 2 million users.

Examples of growth

✖Dropbox went from this..

Examples of growth✖To this:

Dropbox got 70,000 users overnight just by creating a demo video of the product intended for the Digg audience.

Referrals increased the sign ups on Dropbox by 60%!

Focus at the right time

Problem/Solution fit ScaleProduct/

Market fit

Growth Hacking

PMF“Product/market fit means

being in a good market with a product that can satisfy that

market.”aka

creating a MVP that solves a problem.

MVPA minimum viable product (MVP) is the the most pared down version of a product that can still be released. An MVP has three key characteristics:

✖ It has enough value that people are willing to use it or buy it initially

✖ It demonstrates enough future benefit to retain early adopters

✖ It provides a feedback loop to guide future development

Make sure youtrack the right things!

Data

 data can tell you what’s happened,

but it often can’t tell you what to do next.

Examples of Metrics

No one size fits all but…

AARRRCustomer acquisition

RetentionChurn

Lifetime ValueReturn of investment

Viral CoefficientRevenue

and so many more….

A good metric is:Understandable

comparativebehavior changing

Customer lifecycle PIRATE METRICSTHE aarrr

ActivationAcquisition Retention

RevenueReferral

PIRATE METRICSTHE aarrr

Acquisition Users come to your site from different channels

You visit service X

Thanks to Twitter

PIRATE METRICSTHE aarrr

Activation They use your product

You decide to join

service XAfter browsing through

the website

PIRATE METRICSTHE aarrr

Retention They continue to use it (yay!)

After a few days…

They send you a weekly digest e-mail for you take part of more

information

PIRATE METRICSTHE aarrr

Referral They like it enough to refer it

You like the product alot!

So you tweet about it to your friends!

PIRATE METRICSTHE aarrr

Revenue Money, money, mooooney!

User generates break even

revenue

Data-informed VS Data-driven

It’s like flying an airplane. No matter how sophisticated the

systems onboard are, a highly trained pilot is

ultimately responsible for making decisions at critical

junctures.

tools✖ Google Analytics

✖ Mixpanel✖ Optimizely – a/b-testing

✖ Colibri.io – where you customers are✖ KissMetrics – analyze & engage

✖ Customer.io – targeted messages✖ MailChimp

✖ HubSpot (a lot of features)Etc…

Mixpanel✖ Retention✖ Segmentation✖ Retroactive funnel analysis✖ Real-time✖ More accurate data with identifying individual

users instead of cookie tracking✖ Mobile a/b-testing

Challenges✖ Is the product ready?✖ Using the wrong metrics (page views instead

of events etc)✖ Communication between

marketing/engineering✖ Team structure✖ Hiring a growth hacker✖ Data vs intuition – where do you draw the

line?✖ Budget

Give me a Break!(for 10

minutes)

Exercise time!

7 groups, 30 minutes:Given the fact that your company has an app, you have the e-mail

adresses of your consumers, there are push functionalities.

pick a couple of key performance indicators, or KPIs.

what growth hacks can you execute to:

Slack, trello, swish – increase transactions

uber, foodora, periscope, snapchat - number of Users

If you have the time:Create your growth hacking team (what

resources)

Presentation

7*3 minutes

Any questions?

Thanks! I’m hyped!You can find me at:

@samajraSamira.mchater@gmail.com