Growth Hacking Workshop

Instagram / Twitter !@yongfook!!Blog!yongfook.com

Previously on @yongfook!CTO of #2 biggest luxury ecommerce site in Japan!Director at Cookpad, Japan’s biggest recipe portal!

Director of Social Media at Leo Burnett!Founder of Open Source Food (acquired)!

Founder of Pitchpigeon (acquired)

2012: fancypreneur 2014: nakedpreneur

In between the!fun & games!

I’ve been building!a software company.

beatrixapp.com

6 months to USD $2k monthly SaaSM

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August September October November December January February

$2k

Koh Samui, Phuket, Kuala Lumpur, Penang, Melaka, Bangkok

Google: yongfook digital nomad

August 2014

200+ paying subscribers!and the app is pretty sweet now

100,000+ keywords, multimedia content suggestions

Growth Hacking

Today’s Workshop!5 Famous Growth Hacks!

5 Super Fast Growth Hacks!5 Long Game Growth Hacks!

Activity Time!!Q&A

The 5 Most!Famous!

Growth Hacks!of All Time

1. The Little BighornIf your target market is difficult to reach, instead of tackling it head on, go after an adjacent market in order to stimulate demand.

Made Famous by…

Begin with a !well-defined target market !

and expand over time.

#tweetable!

2. The Waiting ListInstead of letting users sign up and start using your service immediately, put them into a waiting list which you slowly work through.

Made Famous by…

Exclusivity is a powerful marketing!tool but it’s impossible to fake.

#tweetable!

3. The Cross PostA feature on your app allows a user to post to one of their existing social networks, usually with a line that credits your app in some way.

Made Famous by…

4. The Powered By…Get your users to advertise you. Put your company name and a call to action at the bottom of all the content your users create.

Made Famous by…

5.The Back ScratchIncentivise users to invite their friends by offering a 2-way reward. A reward for the friend who gets invited, and a reward for the person who did the inviting.

Made Famous by…

5 Super Fast!Growth!Hacks

1. The Bio HackAdd your company name/url to every social profile you create. E.g. “Posted by Jon @ beatrixapp.com” - a simple way to passively increase exposure.

2. Disable Back Navigation HackOn signup forms, disable back navigation to prevent users from exiting the form. This helps to increase form completion rates.

Can’t close this popup!!

3. Google Authorship HackAdd Google Authorship tags to your blog content. This makes a profile picture appear by your blog posts in SERPs, helping to increase clickthroughs.

Boring…!

ooh nice!!

Uh Oh!

Some marketing tactics become!ineffective over time. !

Exploit them while you can!

#tweetable!

4. Open Graph Image HackAdd an open graph-optimized image to your best blog content with a title and graphic. This helps to increase clicks and shares on Facebook.

Big open graph image set using:!<meta property="og:image"

5. Powerpoint HackSlideshare gets great SEO. Hijack the SERP by converting your popular blog posts into Powerpoint format, for posting on Slideshare.

See slideshare.net/kissmetrics for a good case study!

Your blog on page 1 of google? HARD. !Your youtube content on page 1?!

Easy(ier).

#tweetable!

5 Long Game!Growth!Hacks

1. The Partner Embed HackPut your app / online store etc… on someone else’s website via a partnership agreement. Do a revenue share and everyone is happy!

well-known Japanese magazine.!click “Shopping” and you get to…!

…a page powered by my previous company!!

= *very* high quality referrals

2. The Celebrity EndorsementGet your app / service featured by a celebrity (obviously for a handsome fee) with a relevant audience for a distribution boost.

This actually happened: we engaged with celebrity chef A (kinda famous) to

promote a frying pan sale we were doing

This led to celebrity chef B (more famous) organically promoting the sale too, because

he saw B’s blog and likes the brand!

(not these actual guys!)

3. The Free Tool HackCreate a free tool related to your main service, that brings relevant prospects to your site and encourages social sharing to spread the word.

Hubspot creates simple free marketing tools to market its more

complex, paid marketing tool

4. The Integration Partner Hack

Integrate with a related / complementary service and get listed on their site as an integration partner.

A bit of traffic and a lot of social proof

5. The Turbo HackImprove the speed of your app / service. Direct correlation to conversions. Note that perceived speed is as important as actual speed.

“perceived speed” e.g.!make your ajax indicators

spin faster = !app feels faster!

(I’m serious)

Actual speed: sharp decline in conversion rate as site load time increases

90% of progress bars are!lying! But they make us feel !

warm & fuzzy, which is good.

#tweetable!

(warm & fuzzy is good for retention / conversion)

OOH!!shiny!new!

cover

I’m not a crowdfunding expert, I had to hustle my ass off! Here’s how I did it

yongfook book preorders

Crowdfunding something small !is like launching a mini startup. !

A great way to practice marketing!

#tweetable!

Activity Time!!Please wait while !I put you into groups

Lets

Growth Hack

a Fictional

Startup!

Michelin Star !Pet Food!for Fancy Pets

Instant Messaging!for Senior Citizens

Match.com!for Foodies

Objectives: !

1. Identify a target market !

2. A channel to reach them !

3. A marketing idea for that channel: What & Why

+ bonus points for growth hacky ways to increase ROI!

Simple Example (= 1 candy!)!!We are a fancy new vodka brand.!!We want to reach affluent young professionals.!!We’re going to run an offline campaign, and set up booths giving free after-work booze outside major offices downtown.!!But! we will only give drinks to !groups of 4 or more.

(forces people to ask their friends - most likely using social media)

Rich Pet Owners / Senior Citizens / Foodies

Outbound Marketing!Push yourself in front of

customers

Inbound Marketing!Earn a customer’s!

interest

Channels!Media, Trade Shows, !

Direct Sales, !Banners, Events

Channels!Content (Blog, Social, Infographics, eBooks),!

Search, PPC

Growth Hacking!Maximize effects with minimal effort!

What / How / Why? What / How / Why?

Presentations

Q&A

Instagram / Twitter !@yongfook!!Blog!yongfook.com