Growth Hacking at SPN
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Introduction to Growth Hacking: - Principles - Examples (from US and from #FrenchTech) - Theory - AARRR / Metrics - Tools - Must read stuff And plenty other things!
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Growth Hacking at SPN
- 2. @AlexJubien Mobile Strategist ThinkMobile.fr Pioneer of mobile 12 years ago Apps & Mobile Startups expert Previously Head of Mobile at Viadeo Previously Head of Mobile at Deezer Mobile Strategist, Speaker, Lecturer, Trainer, Startups Coach & Advisor
- 3. And also, in 2005/2006, I screwed up my startup
- 4. But since, a lot of theory appeared…
- 5. What is a Start Up?
- 6. Standard company Linear growth Revenue / users Time
- 7. Startups
- 8. Facebook
- 11. Goals Product / Market fit Growth Revenue / users Time
- 12. C’est quoi le Product / Market fit ? https://www.youtube.com/watch?v=WkoYtenAZMs
- 15. Growth Hacking?
- 19. Hotmail • Founded in 1996 by Sabeer Bhatia & Jack Smith, immediate Product / Market fit • Raised 300 K$, spending in billboard & radio ads • Was growing slowly (10K users) • Investor Timothy Draper came with an idea…
- 20. PS: I love you
- 21. 6 months => 1 million users
- 22. Warning: it does not last forever Most Growth Hacks ‘Expire’ Over Time mainly due to overuse / abuse
- 23. But expired growth hacks still can be used creatively Warning: it does not last forever
- 24. YouTube embed
- 25. YouTube embed • Let people easily embed videos • Made it the best way to share • Every embed is sort of an ad for YouTube
- 26. • Supply side hack: used Craigslist to source listings and emailed the home owners /
- 27. • Demand side hack = button « also publish on Craigslist » • Links on Craigslist were pointing back to Airbnb /
- 28. • Users LOVE it - Product / Market fit • 0 to 100K users in 2 years • To acquire 1 user by paid channels, it costs 200$ to 400$
- 29. Yourself, how did you discover Dropbox?
- 30. / referral • 100K users to 4 million in 15 months
- 31. #FrenchTech
- 32. PR = Press Relation
- 33. PR = Page Rank 6 (went up to 8!)
- 34. PRs + SEO Artists, albums, playlists, tracks, …
- 35. PRs + SEO Artists, albums, playlists, tracks, …
- 36. Download Deezer Launch App Social2App App Store App acquisition retention
- 37. Viral Loop App Store App acquisition retention Get your users advertising for you
- 38. ? • 2 billions searches on Google per day • Hot topics for young people - it’s always on • What if you could predict the trend and create content on the fly to match it?
- 40. • Page Rank 6
- 41. So, how did you discover LeBonCoin?
- 42. Virality Is All About Word Of Mouth • Hard to generate artificially • Sharing on social networks = digital version of WoM • Mutual benefit for sharer and viewer • How psychology behind WoM works
- 44. AARRR
- 45. Rallying cry AAR R R III...
- 47. AARRR ACQUISITION ACTIVATION RETENTION REVENUE How do users find us? Do users have a great 1st experience? Do users come back? How do we make money? Do users tell others? REFERRAL
- 48. ACQUISITION ACTIVATION RETENTION REVENUE Love Growth Money REFERRAL Without Love, There’s No Hope
- 49. Growth: Spread The Love • Acquisition is not (just) about buying users! • Organic: Spend 0, Get Some • Paid: Spend 1, Get 1 • Growth hacked: Spend 1, Get Many!
- 50. Action
- 51. Measure it • 1 sentence • 1 conversion rate • Or maybe 2 for each
- 52. But we don’t have data! • 1st, define what you need • Try to find a way to measure it • If no data or if not feasible to use it => Data don’t talk - people do
- 53. Listen
- 54. So far, are you enjoying this talk?
- 56. 1-‐Acquisition People who visited the SPN event page 100 % 2-‐Activation People who registered on Eventbrite People who actually came up ? ? 3-‐Retention People that are still here / mid talk (some may have run away already!) People ready to come next time ? 4-‐Referral People who would recommend it ? 5-‐Revenue Who’s gonna pay me a drink? :-‐)
- 57. To listen, you need to ask 1st (Example from ASO world - App Store Optimization)
- 58. Stop Begging For Ratings & Reviews
- 59. The right way to ask users to review your app ASO: Hack Ratings
- 60. ASO: Hack Ratings The right way to ask users to review your app
- 62. Native Prompts
- 63. Ratings
- 65. And on the web? How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
- 66. NPS - Net Promoter Score • Please rate our service from 1 to 10 • How likely are you to recommend our service to your peers? 1 (never) -10 (very likely)
- 67. Ask people that are likely to recommend you to effectively do it! (rating, sharing, testimonial, referral…)
- 68. ‘Listen’ tools
- 69. • Symmetric bonuses - « Give 10£, Get 10£ » • Streamline and optimize the whole flow • Choose the right moment to push it Referral Program Slides - Optimize your referral flow
- 71. Landing Pages
- 73. Tonight
- 74. KissMetrics • Great tool (analytics) • Great blog - link • Great Slideshare - link • A beginner’s guide to landing pages - link
- 75. Tools
- 76. A/B Testing
- 80. Hack Expectation
- 81. Coming Soon • Collect leads / email addresses • You’ll email them at launch
- 82. People Want What They Can’t Have Scarce access and curiosity can make it viral Invite people for earlier access Invite only! Elements of a viral launch page
- 84. Content Is King
- 85. Content • Create value / solve problem for your users • Mix of your content and curated content • Blog / SEO • FB-Twitter-Linkedin-G+ & Slideshare • Email / Newsletter
- 86. Email • Your visitors might never come back • Convert them into subscribers • Email Marketing Guide - link • Content upgrade - link
- 87. Build your email list Popups, Exit popup
- 89. What if I don’t code?
- 90. Example
- 91. Automation tools
- 92. Social media
- 94. Resources
- 95. Books
- 96. Communities / sources • GrowthHackers.com • GrowthHacking.fr • GrowthTribe.io • Deux.io • Meetup Growth Hacking Paris
- 97. Read • Growth Hacking - mindset, framework and tools - slides • Growth Hacking Quick Wins - slides • 21 user activation hacks you need to know - article • 29 B2B Growth Hacks - The ultimate list • The ultimate growth hacking sourcebook
- 98. So, did you like this talk? Feedback (just send me an email) Share (useful for others!) Could be better… Definitely!
- 99. ThinkMobile Newsletter (Mobile, Innovation, Startups) ajubien @AlexJubien Alex Jubien Mobile Strategist ThinkMobile.fr