Upload
samira-mchater
View
166
Download
3
Embed Size (px)
Citation preview
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: