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GROWTH HACKING
How to double benefits of startup without money ?
Presentation by Lucas Kacem
F u n H a c k s | M a r c e l i n e A n d e r s o n
LUCAS
KACEM
CEO DIGITAL UNICORN
EXPERIENCE
FAVORITE QUOTE
I graduated ...
TODAY'S
PRESENTATION
DISCUSSION POINTS
Growth Hacking Basics
How to integrate it into your marketing strategy
What traditi...
WHAT IS THE MAIN POINT ?
Where did growth hacking get its
start?
Sean Ellis
Dropbox, Eventbrite, LogMeIn, and
Lookout
DEFINITION
WHAT IS GROWTH HACKING ?
Growth hacking is a process of rapid
experimenting across marketing funnel,
product de...
WHAT IS THE
GROWTH
HACKER
MISSION?
BASIC FACTS
The end Goal of every Growth Hacker is to build
a sefl-perpetuating marketi...
Core Tenants of Growth Hacking
D E E P T I E S T O
P R O D U C T
Having the best
product.
V I R A L I T Y
Virality is the ...
PRODUCT
“Traditionally, marketing has focused on
external methods to attract users and
gain momentum around a product.
Gro...
VIRALITY
RULES
THE MOST IMPORTANT RULES
Make it easy for other to spread your
product
R U L E 1
Provoke a desire in people...
ANALYTICS
FUNNEL
PROCESS
FRAMEWORK AARRR
AARRR stands for Acquisition, Activation,
Retention, Referral and Revenue and is pretty
muc...
ACQUISITION
WHERE ARE OUR USERS /
CUSTOMERS COMING FROM?
Three fundamental questions you want to be
asking yourself about ...
ACTIVATION
HOW GOOD IS THE USER’S /
CUSTOMER’S FIRST EXPERIENCE?
Twitter realized that once you followed 30 people
you wer...
RETENTION
HOW MANY OF YOUR CUSTOMERS
ARE YOU RETAINING AND WHY ARE
YOU LOSING THE OTHERS?
Customer Acquisition Rate > Cust...
REFERRAL
HOW CAN YOU TURN YOUR
CUSTOMERS INTO YOUR
ADVOCATES?
The absolute best way to drive growth is through
referral. W...
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n
REVENUE
HOW CAN YOU INCREASE
REVENUE?
If you’ve optimized according to the four AARR
metrics before, revenue should alread...
MINDSET
Growth Hacking is the mindset behind finding
clever, original or inventive ways in order to plant
growth on a prod...
CHARACTERISTICS OF
A GROWTH HACKER
P A S S I O N A T E A B O U T D A T A
C U R I O U S A B O U T E V E R Y T H I N G
I N F...
GETTING VISITOR
0 TO 10 0000
I N B O U N D M A R K E T I N G P R O D U C TO U T B O U N D M A R K E T I N G
INBOUND
MARKETING
(PULL)
• Blogs or Guest Blogs
• Podcasts
• Video
• eBooks, Guides, Whitepapers
• Visual Assets e.g Infog...
SEO - WHAT IS IT ?
Search engine optimization (SEO) is the process of
affecting the online visibility of a website or a we...
FINAL WORDS
V E R N O N H O W A R D
SEO
6 IMPORTANT
SEO TIPS
• URL Structure
• Page Titles
• Keywords
• Meta Descriptions
...
OUTBOUND
MARKETING
(PUSH)
• PR
• Purchased Ads, Ad Words, Display Ads,
Social Ads, Retargeting , Facebook ads
• Promo Swap...
PRODUCT
• Network Invitations ( Linkedin )
- Phone Contacts
- Email Contacts
- Social Contacts
• Social Sharing
• API Inte...
PRODUCT
Network Invitations ( Linkedin )
PRODUCT
Network Invitations ( Linkedin )
PRODUCT
Social Sharing
PRODUCT
API Integrations ( Zapier )
PRODUCT
Link your product ( Hotmail - Apple )
PRODUCT
Incentives ( Transferwise )
F u n H a c k s | M a r c e l i n e A n d e r s o n
PRODUCT
Organic ( Product works so nice ! )
F u n H a c k s | M a r c e l i n e A n d e r s o n
F u n H a c k s | M a r c e l i n e A n d e r s o n
VIRAL
COEFFICENT OR
THE K VALUE
[K] > 1 MEANS YOU ARE GROWING
VIRALLY
A/B TESTING
UX DESIGN - PRODUCT FIRST
A/B TESTING
WHAT CAN BE TEST ?
• Product Features
• CTA's
• Content
• Copy
• Visual Media
• Site Navigation
• Forms
• Ads
...
CONVERSION
OPTIMIZATION
TOOLS
Split incoming traffic randomly and evenly
between variations
Set control mechanisms (cookie...
ANALYTICS
TOOLS
• General Analytics
• Event/People Based Analytics
F u n H a c k s | M a r c e l i n e A n d e r s o n
I have not failed 10,000
times. I have successfully
found 10,000 ways that
won’t work – Thomas. A.
Edison
FINAL WORDS
T H ...
LIKE THIS PRESENTATION ?
VOTE FOR ME
HTTPS://WWW.FACEBOOK.COM/GROUPS/DEVEL
OPERDANANG/
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[DevDay2019] Growth Hacking - How to double the benefits of your startup with no money - By Lucas Kacem, CEO at Digital Unicorn

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What is growth hacking? Why do all startup need it? Examples of Growth Hack with 10 Classic (Facebook, Dropbox, Airbnb, etc.). How to create robot to automatize your task. How to find clients automatically in 5 minutes. 6 SEO hacks to grow up super fast on Google.

Publié dans : Technologie
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[DevDay2019] Growth Hacking - How to double the benefits of your startup with no money - By Lucas Kacem, CEO at Digital Unicorn

  1. 1. GROWTH HACKING How to double benefits of startup without money ? Presentation by Lucas Kacem
  2. 2. F u n H a c k s | M a r c e l i n e A n d e r s o n LUCAS KACEM CEO DIGITAL UNICORN EXPERIENCE FAVORITE QUOTE I graduated from a French University ( Université de NICE Sophia ANTIPOLIS ) and got a License degree in IT and Management. During my time at university,I launched my first startup Ujob. Then I continued to create a new one in Vietnam. 'Growth hacking is the future of marketing." Ryan Holiday
  3. 3. TODAY'S PRESENTATION DISCUSSION POINTS Growth Hacking Basics How to integrate it into your marketing strategy What traditional product/services companies can do to leverage it Growth Hacking Bot L u c a s K a c e m D e v D a y 2 0 1 0
  4. 4. WHAT IS THE MAIN POINT ?
  5. 5. Where did growth hacking get its start? Sean Ellis Dropbox, Eventbrite, LogMeIn, and Lookout
  6. 6. DEFINITION WHAT IS GROWTH HACKING ? Growth hacking is a process of rapid experimenting across marketing funnel, product development, sales segments, and other areas of the business to identify the most efficient ways to grow a business. A growth hacking team is made up of marketers, developers, engineers and product managers that specifically focus on building and engaging the user base of a business
  7. 7. WHAT IS THE GROWTH HACKER MISSION? BASIC FACTS The end Goal of every Growth Hacker is to build a sefl-perpetuating marketing machine that reaches millions by itsefl. - Aaron Ginn
  8. 8. Core Tenants of Growth Hacking D E E P T I E S T O P R O D U C T Having the best product. V I R A L I T Y Virality is the key Making your product go viral means growing your own business. A N A L Y T I C S Analyze metrics to define a data- driven product strategy, C O M P A N Y C U L T U R E & M I N D S E T Constantly Growing "Fake it untill you make it." Try and Try and Try again
  9. 9. PRODUCT “Traditionally, marketing has focused on external methods to attract users and gain momentum around a product. Growth hacking takes a more internal approach by merging creative and technical abilities to create user-growth mechanisms within the product itself.” - Greg Tseng
  10. 10. VIRALITY RULES THE MOST IMPORTANT RULES Make it easy for other to spread your product R U L E 1 Provoke a desire in people to spread it R U L E 2 Seek ways to spread without money R U L E 3
  11. 11. ANALYTICS
  12. 12. FUNNEL PROCESS FRAMEWORK AARRR AARRR stands for Acquisition, Activation, Retention, Referral and Revenue and is pretty much the bee’s knees when it comes to understanding your customers, their journey and optimizing your funnel as well as setting some valuable and actionable metric goals for your startup. F u n H a c k s | M a r c e l i n e A n d e r s o n
  13. 13. ACQUISITION WHERE ARE OUR USERS / CUSTOMERS COMING FROM? Three fundamental questions you want to be asking yourself about your acquisition: What channel is driving the most traffic (#)? What channel is driving the most valuable traffic, in other words, performs best (%) in terms of customer conversion? What channel has the lowest customer acquisition cost ($), i.e. cost per customer converted? F u n H a c k s | M a r c e l i n e A n d e r s o n
  14. 14. ACTIVATION HOW GOOD IS THE USER’S / CUSTOMER’S FIRST EXPERIENCE? Twitter realized that once you followed 30 people you were more likely to come back so they suggest popular accounts when you sign up. Dropbox saw that users who uploaded at least one file were much more likely to use Dropbox again and so, you guessed it, they encourage you to upload a file during signup. F u n H a c k s | M a r c e l i n e A n d e r s o n
  15. 15. RETENTION HOW MANY OF YOUR CUSTOMERS ARE YOU RETAINING AND WHY ARE YOU LOSING THE OTHERS? Customer Acquisition Rate > Customer Churn Rate = Growth Customer Churn Rate > Customer Acquisition Rate = Burning a lot of money F u n H a c k s | M a r c e l i n e A n d e r s o n
  16. 16. REFERRAL HOW CAN YOU TURN YOUR CUSTOMERS INTO YOUR ADVOCATES? The absolute best way to drive growth is through referral. Why would you spend large sums of money on marketing to people’s deaf ears if you can just have people they trust rave about your product to them. To really drive referrals you need to have a systematic process in place that incentivizes and generates them on a consistent basis. F u n H a c k s | M a r c e l i n e A n d e r s o n
  17. 17. REFERRAL F u n H a c k s | M a r c e l i n e A n d e r s o n
  18. 18. REFERRAL F u n H a c k s | M a r c e l i n e A n d e r s o n
  19. 19. REFERRAL F u n H a c k s | M a r c e l i n e A n d e r s o n
  20. 20. REVENUE HOW CAN YOU INCREASE REVENUE? If you’ve optimized according to the four AARR metrics before, revenue should already be flowing in nicely. And no matter what anyone tells you, revenue and figuring out a monetization plan is important for any startup. Even Facebook and Instagram, companies that started out as pure social, non-monetary platforms, are only successful today because of the huge advertising business behind them. F u n H a c k s | M a r c e l i n e A n d e r s o n
  21. 21. MINDSET Growth Hacking is the mindset behind finding clever, original or inventive ways in order to plant growth on a product or service, through the use of data, technology and sometimes a system's weakness exploitation. F u n H a c k s | M a r c e l i n e A n d e r s o n
  22. 22. CHARACTERISTICS OF A GROWTH HACKER P A S S I O N A T E A B O U T D A T A C U R I O U S A B O U T E V E R Y T H I N G I N F I N I T E L Y C R E A T I V E C O N S I S T E N T L Y O B S E S S I V E L I V E I N T H E U S E R E X P E R I E N C E ( U X )
  23. 23. GETTING VISITOR 0 TO 10 0000 I N B O U N D M A R K E T I N G P R O D U C TO U T B O U N D M A R K E T I N G
  24. 24. INBOUND MARKETING (PULL) • Blogs or Guest Blogs • Podcasts • Video • eBooks, Guides, Whitepapers • Visual Assets e.g Infographies • SEO • Social Media • LOPA ( Leverage Other People's Audiences) - Bot Instagram/AirBnB F u n H a c k s | M a r c e l i n e A n d e r s o n
  25. 25. SEO - WHAT IS IT ? Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results, often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.
  26. 26. FINAL WORDS V E R N O N H O W A R D SEO 6 IMPORTANT SEO TIPS • URL Structure • Page Titles • Keywords • Meta Descriptions • H1 Tags • Alt Text F u n H a c k s | M a r c e l i n e A n d e r s o n
  27. 27. OUTBOUND MARKETING (PUSH) • PR • Purchased Ads, Ad Words, Display Ads, Social Ads, Retargeting , Facebook ads • Promo Swaps • Email Marketing • Webinars • Contests F u n H a c k s | M a r c e l i n e A n d e r s o n
  28. 28. PRODUCT • Network Invitations ( Linkedin ) - Phone Contacts - Email Contacts - Social Contacts • Social Sharing • API Integrations ( Zapier ) • Link your product ( Hotmail, Apple - Referral ) • Incentives ( Dropbox, Transferwise ) • Organic F u n H a c k s | M a r c e l i n e A n d e r s o n
  29. 29. PRODUCT Network Invitations ( Linkedin )
  30. 30. PRODUCT Network Invitations ( Linkedin )
  31. 31. PRODUCT Social Sharing
  32. 32. PRODUCT API Integrations ( Zapier )
  33. 33. PRODUCT Link your product ( Hotmail - Apple )
  34. 34. PRODUCT Incentives ( Transferwise ) F u n H a c k s | M a r c e l i n e A n d e r s o n
  35. 35. PRODUCT Organic ( Product works so nice ! ) F u n H a c k s | M a r c e l i n e A n d e r s o n
  36. 36. F u n H a c k s | M a r c e l i n e A n d e r s o n VIRAL COEFFICENT OR THE K VALUE [K] > 1 MEANS YOU ARE GROWING VIRALLY
  37. 37. A/B TESTING UX DESIGN - PRODUCT FIRST
  38. 38. A/B TESTING WHAT CAN BE TEST ? • Product Features • CTA's • Content • Copy • Visual Media • Site Navigation • Forms • Ads • Emails • Pricing
  39. 39. CONVERSION OPTIMIZATION TOOLS Split incoming traffic randomly and evenly between variations Set control mechanisms (cookies) to insure each visitor in the experiment sees same variation Track the goal conversion rates for each variation Report on tests Show statistical significance of test results so you know when a test is complete
  40. 40. ANALYTICS TOOLS • General Analytics • Event/People Based Analytics F u n H a c k s | M a r c e l i n e A n d e r s o n
  41. 41. I have not failed 10,000 times. I have successfully found 10,000 ways that won’t work – Thomas. A. Edison FINAL WORDS T H O M A S . A . E D I S O N
  42. 42. LIKE THIS PRESENTATION ? VOTE FOR ME HTTPS://WWW.FACEBOOK.COM/GROUPS/DEVEL OPERDANANG/

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