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Growth Tribe Academy: Growth Hacking 101 Handbook

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Growth Hackers have ushered in a new era
of data and product-driven growth.
Growth Hackers are a mix of product, data and marketing.
Growth Hacking is a skillset and a mindset.
Growth Hackers are in high demand by employers but in low supply.
Growth Hacking is a skill of the future.

Publié dans : Marketing
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Growth Tribe Academy: Growth Hacking 101 Handbook

  1. 1. Growth Hacking 45min Power Session Nobody cares about your product or website..
  2. 2. Join Us!
  3. 3. 3 Month Academy growthtri.be/academy 2 Day Crash Course growthtri.be/crashcourse
  4. 4. Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy
  5. 5. Adult Education Startups Students Corporates 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses Consulting and Academies
  6. 6. The Brain Of A “Growth Hacker” Place your screenshot here
  7. 7. Takeru Kobayashi
  8. 8. Takeru Kobayashi
  9. 9. “ If you’re growing a company today you better learn to eat hot dogs fast...
  10. 10. Udemy
  11. 11. Paypal Source: ReferralCandy 100k users in the first month! 7-10% daily growth >> 100 million members 1 million march 2000 >> 5 million summer 2000 $10 $10 $10 $10
  12. 12. Paypal
  13. 13. Famous examples
  14. 14. What do these have in common? Creative or Sneaky More than just marketing OPN (Other People’s Network)
  15. 15. Why is Growth Hacking Taking Over The World? Place your screenshot here
  16. 16. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated
  17. 17. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution
  18. 18. Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank “Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure "Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
  19. 19. 250-3000 Ads per day
  20. 20. 110 million developers and growing..
  21. 21. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly.
  22. 22. Viral Channel Effectiveness
  23. 23. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly. 4. Acquiring is easy!! Activation and Retention are frikkin’ hard
  24. 24. ouch
  25. 25. Retention trumps all...
  26. 26. Retention trumps all...
  27. 27. Retention trumps all...
  28. 28. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are frikkin’ hard 5. Available Data = It’s all about ROI >> Remove waste
  29. 29. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are frikkin’ hard 5. It’s all about ROI >> Remove waste 6. It’s not about the tips and tricks. You need a process
  30. 30. Pirate Metrics Flowchart OMTM(s) the GROWTH process
  31. 31. Read This! Lean Analytics
  32. 32. OMTM Pirate Metrics Flowchart Ideate Idea backlog OMTM(s) Hard + Soft data Copy others + Go crazy Systemize or Productize the GROWTH process Experiment Doc Time boxing Design Test Minimum Viable Experiment P.I.E.S or B.R.A.S.S. Rank Prioritization Framework Cross-skilled teams Agile Scrum Execute! Get It Done!!! Learnings Analyze Hard and Soft Data Thanks Brian Balfour
  33. 33. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data
  34. 34. Speed = WIN!
  35. 35. Speed = WIN! Growth Hack
  36. 36. So WTF is Growth “Hacking”? Place your screenshot here
  37. 37. ““Growth hacking is generally a small data-driven and technical group tasked with figuring out how to scale the business.” -Some guy on the internet
  38. 38. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  39. 39. Creative Marketing What Is Growth Hacking? Coding + Automation UX improvement Conversion Rate Optimization
  40. 40. “Most big successes have a little bit of evil in them” - Alistair Croll
  41. 41. ETHICS GAMESmart or Sneaky?
  42. 42. Smart “Cheeky, acceptable… Achieving a goal with limited resources, not harming anyone, bending the rules… but not too much.”
  43. 43. Sneaky “Unethical, harmful, sleazy, suspicious, something I wouldn’t be proud telling my kids about.”
  44. 44. Nailing the supply side of a marketplace
  45. 45. What to do with 100 million emails?
  46. 46. Auto-invite friends
  47. 47. Protesters and Taxis
  48. 48. V2
  49. 49. Can you cancel my order?
  50. 50. Can you cancel my order?
  51. 51. “Most big successes have a little bit of evil in them” - Alistair Croll
  52. 52. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization
  53. 53. Skills
  54. 54. 2 Days 30€ Unlimited leads
  55. 55. Blockspring Playbook Infinite Leads :D blockspring Clearbit API Email Hunter API
  56. 56. “How to come up with these tricks?
  57. 57. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Inspiration: @clarabuchanan
  58. 58. Experiment based approach
  59. 59. Hard data - Conversion Funnels Are people signing up? Are people being activated?
  60. 60. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?
  61. 61. Hard data - Regression Analysis What is our CLTV per segment? Constant = 105€ Big businesses are worth +160€ Consumer segment is worth -90€ Customer from Delft is worth +10€
  62. 62. Hard data - Behavioural Segmenting What behavioural segments are more valuable? Can we predict their behaviour? ID R F M RFM 40133 5 3 2 532 40135 5 4 3 543 40136 5 3 4 534 40139 5 4 4 544 40141 5 4 5 545 40142 5 4 1 541 40143 5 5 3 553 40145 5 1 3 513 40147 5 4 4 544 40149 5 4 1 541 40151 5 1 2 512 40152 5 1 5 515 Recency, Frequency, Monetary
  63. 63. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan
  64. 64. Soft data why?
  65. 65. Behavioural Psychology
  66. 66. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING
  67. 67. The skillset of a growth hacker
  68. 68. Growth vs. Marketing Place your screenshot here
  69. 69. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Growth
  70. 70. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  71. 71. “Traction” Book
  72. 72. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  73. 73. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales
  74. 74. Customer Acquisition Channels Social Ads Retargeting Email Marketing Content Marketing
  75. 75. growthtri.be/brass2
  76. 76. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  77. 77. Negative ageing: “Leave quickly or stay long” Motivation or Ability issue?
  78. 78. BJ Fogg Model
  79. 79. HOMEWORK1. Go to bit.ly/gtusehub and create an account 2. Choose “Create a 5 second test” 3. Take a screenshot or use their “screen capture a webpage” 4. You can do the test in English or any language. 5. Input this information a. Test Instructions: “Imagine that you land on this page” b. Question 1: “What product or service does this website offer?” c. Question 2: “Why is it better than competitors or similar services?” 6. You will get 5 credits to launch a 5 second test to 5 people
  80. 80. BJ Fogg Model
  81. 81. Cialdini’s Principles of Persuasion
  82. 82. BJ Fogg Model
  83. 83. Don’t make me think
  84. 84. Visual Trick: Zoom Out!
  85. 85. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  86. 86. Famous wow moments 1-day retention Put at least 1 file in a folder Follow 30+ people 7 friends in 10 days Get someone to buy 3 times = average 11 purchases a year.
  87. 87. HOMEWORK 1. Define your WoW moment? What is the moment when a visitor really feels “Wow I see the power in this, I understand what value this is bringing me or what pain it is solving” 2. Count how many steps it takes for a new visitor to reach the WOW moment 3. Brainstorm and wireframe a simpler flow where a new visitor reaches the wow moment in less steps.
  88. 88. Small tip…. Flip the WOW Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  89. 89. WOW this is awesome!
  90. 90. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  91. 91. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Remind users you exist
  92. 92. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Habits through HOOKS! Remind users you exist
  93. 93. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  94. 94. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell
  95. 95. OMTM Hard + Soft data P.I.E.S or B.R.A.S.S. Experiment Doc Time boxing Cross-skilled teams Agile Scrum Pirate Metrics Flowchart OMTM(s) Learnings Systemize or Productize Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data Copy others + Go crazy the GROWTH process
  96. 96. The skillset of a growth hacker
  97. 97. The Growth TEAM Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimizatio n Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights
  98. 98. Join Us!
  99. 99. 3 Month Academy growthtri.be/academy 2 Day Crash Course growthtri.be/crashcourse
  100. 100. Twitter @darnocks Linkedin David Arnoux Lets be soshul media friendz

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