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

  1. 1. Growth Hacking
  2. 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. 3. And also, in 2005/2006, I screwed up my startup
  4. 4. But since, a lot of theory appeared…
  5. 5. What is a Start Up?
  6. 6. Standard company Linear growth Revenue / users Time
  7. 7. Startups
  8. 8. Facebook
  9. 9. Airbnb & Uber
  10. 10. Exponential Growth Revenue / users Start Up Time
  11. 11. Goals Product / Market fit Growth Revenue / users Time
  12. 12. C’est quoi le Product / Market fit ? https://www.youtube.com/watch?v=WkoYtenAZMs
  13. 13. Goals Revenue / users Growth Time Product / Market fit
  14. 14. Methodologies Lean Startup / Customer Development Growth Hacking Revenue / users Time
  15. 15. Growth Hacking?
  16. 16. & PSYCHOLOGY Growth Hacking
  17. 17. Hotmail • Founded in 1996 by Sabeer Bhatia & Jack Smith, immediate Product / Market fit • Raised 300 K$, spending in billboard & radio ads • Was growing slowly (10K users) • Investor Timothy Draper came with an idea…
  18. 18. PS: I love you
  19. 19. 6 months => 1 million users
  20. 20. Warning: it does not last forever Most Growth Hacks ‘Expire’ Over Time mainly due to overuse / abuse
  21. 21. But expired growth hacks still can be used creatively Warning: it does not last forever
  22. 22. YouTube embed
  23. 23. YouTube embed • Let people easily embed videos • Made it the best way to share • Every embed is sort of an ad for YouTube
  24. 24. • Supply side hack: used Craigslist to source listings and emailed the home owners /
  25. 25. • Demand side hack = button « also publish on Craigslist » • Links on Craigslist were pointing back to Airbnb /
  26. 26. • Users LOVE it - Product / Market fit • 0 to 100K users in 2 years • To acquire 1 user by paid channels, it costs 200$ to 400$
  27. 27. Yourself, how did you discover Dropbox?
  28. 28. / referral • 100K users to 4 million in 15 months
  29. 29. #FrenchTech
  30. 30. PR = Press Relation
  31. 31. PR = Page Rank 6 (went up to 8!)
  32. 32. PRs + SEO Artists, albums, playlists, tracks, …
  33. 33. PRs + SEO Artists, albums, playlists, tracks, …
  34. 34. Download  Deezer Launch  App Social2App App Store App acquisition retention
  35. 35. Viral Loop App Store App acquisition retention Get your users advertising for you
  36. 36. ? • 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?
  37. 37. • Page Rank 6
  38. 38. So, how did you discover LeBonCoin?
  39. 39. 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
  40. 40. AARRR
  41. 41. Rallying cry AAR R R III...
  42. 42. AARRR ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL Startup Metrics For Pirates
  43. 43. 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
  44. 44. ACQUISITION ACTIVATION RETENTION REVENUE Love Growth Money REFERRAL Without Love, There’s No Hope
  45. 45. 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!
  46. 46. Action
  47. 47. Measure it • 1 sentence • 1 conversion rate • Or maybe 2 for each
  48. 48. 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
  49. 49. Listen
  50. 50. So far, are you enjoying this talk?
  51. 51. Would you recommend it?
  52. 52. 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?   :-­‐)
  53. 53. To listen, you need to ask 1st (Example from ASO world - App Store Optimization)
  54. 54. Stop Begging For Ratings & Reviews
  55. 55. The right way to ask users to review your app ASO: Hack Ratings
  56. 56. ASO: Hack Ratings The right way to ask users to review your app
  57. 57. LeKiosk use case !!!
  58. 58. Native Prompts
  59. 59. Ratings
  60. 60. And Sharings! 25% 75%
  61. 61. And on the web? How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
  62. 62. 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)
  63. 63. Ask people that are likely to recommend you to effectively do it! (rating, sharing, testimonial, referral…)
  64. 64. ‘Listen’ tools
  65. 65. • 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
  66. 66. Landing Pages
  67. 67. Apps’ landing pages
  68. 68. Tonight
  69. 69. KissMetrics • Great tool (analytics) • Great blog - link • Great Slideshare - link • A beginner’s guide to landing pages - link
  70. 70. Tools
  71. 71. A/B Testing
  72. 72. http://fr.slideshare.net/_TheFamily/growth-­‐hacking-­‐paris-­‐21/
  73. 73. http://fr.slideshare.net/_TheFamily/growth-­‐hacking-­‐paris-­‐21/
  74. 74. http://fr.slideshare.net/_TheFamily/growth-­‐hacking-­‐paris-­‐21/
  75. 75. Hack Expectation
  76. 76.  Coming Soon • Collect leads / email addresses • You’ll email them at launch
  77. 77. 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
  78. 78. Inbound Marketing and Email
  79. 79. Content Is King
  80. 80. Content • Create value / solve problem for your users • Mix of your content and curated content • Blog / SEO • FB-Twitter-Linkedin-G+ & Slideshare • Email / Newsletter
  81. 81. Email • Your visitors might never come back • Convert them into subscribers • Email Marketing Guide - link   • Content upgrade - link
  82. 82. Build your email list Popups, Exit popup
  83. 83. Automation & Tools
  84. 84. What if I don’t code?
  85. 85. Example
  86. 86. Automation tools
  87. 87. Social media
  88. 88. GrowthTools.io GrowthTools.io
  89. 89. Resources
  90. 90. Books
  91. 91. Communities / sources • GrowthHackers.com • GrowthHacking.fr • GrowthTribe.io • Deux.io • Meetup Growth Hacking Paris
  92. 92. 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
  93. 93. So, did you like this talk? Feedback (just send me an email) Share (useful for others!) Could be better… Definitely!
  94. 94. ThinkMobile Newsletter (Mobile, Innovation, Startups) ajubien @AlexJubien Alex Jubien Mobile Strategist ThinkMobile.fr

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