Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)

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<ul><li><p>Growth Hacking Fundamentals</p><p>Anna Rehermannanna@growthhackingasia.com</p></li><li><p>AGENDA</p><p>1. What is Growth Hacking?</p><p>a. Growth Hacking Misconceptions</p><p>b. Growth Hacking - The Real Deal</p><p>2. When to Growth Hack?</p><p>3. Examples of Growth Drivers</p><p>4. How to get started with the Growth Hacking Process?</p></li><li><p>1WHAT IS GROWTH HACKING?</p></li><li><p>THE ORIGINS</p></li><li><p>GROWTH HACKING MISCONCEPTIONS &amp; THE REAL DEAL</p><p>Misconceptions:</p><p> Growth Hacking = Digital Marketing Copying Growth Hacks Works Growth Hacking Is About Tactics - Finding a Silver Bullet Growth Hacking = User Acquisition</p><p>What It Really Is:</p><p> Product as Growth Driver Experimentation &amp; Rapid Testing Process Driven Approach</p></li><li><p>GROWTH HACKING = DIGITAL MARKETING?</p></li><li><p>GROWTH HACKING MISCONCEPTIONS</p></li><li><p>How this startup grew from 250 to 5,000 users in 24 hours with this simple growth hack</p><p>Some of the top posts in growthhackers.com:</p><p> How we Figured Out What Makes People Love Ghost 1,000% More 15 Twitter Hacks That Will Turn You Into a Twitter Ninja 10 Brilliant Marketing Stunts That Put Startups On The Map Read The 3 hacks that got SpringSled 138,790 users in less than 40 days How to Gather 100,000 Emails in One Week (Includes Successful Templates, </p><p>Code, Everything You Need)</p><p>GROWTH HACKING MISCONCEPTIONS</p><p>http://blog.ghost.org/ghost-onboarding/http://blog.ghost.org/ghost-onboarding/https://blog.bufferapp.com/twitter-hackshttps://blog.bufferapp.com/twitter-hackshttp://www.businessinsider.com/10-brilliant-marketing-stunts-that-put-startups-on-the-map-2014-8?op=1#ixzz3LBK0BYw6http://www.businessinsider.com/10-brilliant-marketing-stunts-that-put-startups-on-the-map-2014-8?op=1#ixzz3LBK0BYw6http://sumo.ly/1jQzhttp://sumo.ly/1jQzhttp://fourhourworkweek.com/2014/07/21/harrys-prelaunchr-email/http://fourhourworkweek.com/2014/07/21/harrys-prelaunchr-email/http://fourhourworkweek.com/2014/07/21/harrys-prelaunchr-email/</p></li><li><p>On GrowthHackers.com, categories include</p><p>GROWTH HACKING MISCONCEPTIONS</p><p>http://www.growthhackers.com/</p></li><li><p>ABOUT COPYING GROWTH HACKS...</p></li><li><p>Growth Hacks cant be duplicated, there are too many variables:</p><p> Different audiences</p><p> Different contexts</p><p> Different products</p><p> Different user experiences</p><p> Different motivations</p><p> Different times</p><p> Etc.</p><p>COPYING GROWTH HACKS</p></li><li><p>COPYING GROWTH HACKS</p></li><li><p>COPYING GROWTH HACKS</p></li><li><p>Dont blindly copy things - do what works best for you</p><p>COPYING GROWTH HACKS</p></li><li><p>ABOUT SILVER BULLETS...</p></li><li><p>SILVER BULLETS?</p><p>?</p></li><li><p>THE GROWTH HACKING FUNNEL</p></li><li><p>Acquisition = getting people to come to your site</p><p>THE GROWTH HACKING FUNNEL</p></li><li><p>EXAMPLE: UBER</p></li><li><p>Activation = getting people to take the required action, e.g. purchase, sign up</p><p>THE GROWTH HACKING FUNNEL</p></li><li><p>EXAMPLE: UBER</p></li><li><p>Retention = getting users to come back to your site</p><p>THE GROWTH HACKING FUNNEL</p></li><li><p>EXAMPLE: UBER</p></li><li><p>Referral = getting active users to refer others</p><p>THE GROWTH HACKING FUNNEL</p></li><li><p>EXAMPLE: UBER</p></li><li><p>EXAMPLE: UBER</p></li><li><p>Revenue = monetising active users</p><p>THE GROWTH HACKING FUNNEL</p></li><li><p>EXAMPLE: UBER</p></li><li><p>GROWTH HACKING = USER ACQUISITION?</p></li><li><p>GROWTH HACKING = USER ACQUISITION?</p></li><li><p>Viddyis a social video application that enables its users to capture, edit, and share videos, photos, and collages with friends.</p><p>EXAMPLE: VIDDY</p></li><li><p>EXAMPLE: VIDDY</p><p>The Instagram For VideoCelebrity users like Mark Zuckerberg, Justin Bieber, Snoop Dogg, and T-Pain</p><p>FundingRaised $30 million in May 2012Valued at $370 millionInvestors like Twitter co-founder Biz Stone, Shakira, and Jay-Z's Roc Nation</p></li><li><p>EXAMPLE: VIDDY</p><p>Returned $18 million of its big funding round to investorsBought out by Fullscreen</p></li><li><p>Optimize </p><p>Optimize </p><p>Optimize </p><p>Optimize Optimize </p><p>GROWTH HACKING = USER ACQUISITION?</p></li><li><p>PRODUCT AS GROWTH DRIVER</p></li><li><p>YOU + CUSTOMER</p></li><li><p>The Aha! moment</p><p>Many leading tech companies have promoted aha momentsthe instant a user understands the value of their productas a key to growth.</p><p>Credit: Chamath Palihapitiya and Facebooks aha moment</p><p>http://ryangum.com/chamath-palihapitiya-how-we-put-facebook-on-the-path-to-1-billion-users/</p></li><li><p> Facebooks 5 friends in 10 days insight </p><p>PRODUCT AS GROWTH DRIVER</p></li><li><p>PRODUCT AS GROWTH DRIVER</p><p> Twitters follow 30 people insight </p></li><li><p>RAPID EXPERIMENTATION PROCESS </p></li><li><p>HIGH TEMPO TESTING</p><p> Growthhackers.com grew from 90,000 MAU to 152,000 MAU in eleven weeks without spending a dollar on advertising or increasing the size of their growth team</p><p>HOW?</p><p> Including all stakeholders (interns, community members, developers, growth team, etc.) in ideation brainstorming</p><p> Kicking off 3 experiments per week</p><p>EXPERIMENTATION AND RAPID TESTING</p></li><li><p>Brainstorm</p><p>Prioritize</p><p>Develop Hypotheses</p><p>Test &amp; Analyse</p><p>Systemize/ Iterate</p><p>EXPERIMENTATION PROCESS</p></li><li><p>WHEN TO GROWTH HACK?2</p></li><li><p>GROWTH STAGES</p><p>Problem-Solution Fit Product-Market Fit ScaleGrowth</p></li><li><p>GROWTH STAGES</p><p>Problem-Solution Fit Product-Market Fit ScaleGrowth</p><p>Focus: Validated Learning</p><p>Experiments: Pivots</p><p>Terrain: Qualitative</p><p>Focus: Growth</p><p>Experiments: Optimisations</p><p>Terrain: Quantitative</p></li><li><p>GROWTH STAGES - PRODUCT MARKET FIT</p></li><li><p>GROWTH STAGES - PRODUCT MARKET FIT</p></li><li><p>GROWTH STAGES - PRODUCT MARKET FIT</p></li><li><p>How would you feel if you could no longer use my product?</p><p>XX</p><p>GROWTH STAGES - PRODUCT MARKET FIT</p></li><li><p>GROWTH STAGES - PRODUCT MARKET FIT</p></li><li><p>EXAMPLES OF GROWTH DRIVERS3</p></li><li><p>GROWTH STAGES - GROWTH</p><p>Problem-Solution Fit Product-Market Fit ScaleGrowth</p><p> Identify repeatable, scalable user acquisition channels</p><p> Identify your must-have user experience and maximise % of users that gets there</p><p> Develop viral loops</p><p> Set up retention mechanics</p><p> Focus on 1 metric and optimise 1 stage of the funnel at a time</p></li><li><p>1) User Acquisition Platform Integrations</p><p> Embeds</p><p> Powered by</p><p> Free Tools</p><p> SEO (Landing Pages)</p><p> Affiliate Programs and Partnerships</p><p>2) Activation Data Driven Growth</p><p>3) Referral Virality</p><p>4) Retention Community</p><p>GROWTH DRIVERS</p></li><li><p>USER ACQUISITION</p><p>Platform Integrations</p></li><li><p>PLATFORM INTEGRATIONS</p></li><li><p>PLATFORM INTEGRATIONS</p></li><li><p>PLATFORM INTEGRATIONS</p></li><li><p>PLATFORM INTEGRATIONS</p></li><li><p>PLATFORM INTEGRATIONS</p></li><li><p>USER ACQUISITION </p><p>Embeds</p></li><li><p>EMBEDS</p></li><li><p>USER ACQUISITION </p><p>Powered by</p></li><li><p>POWERED BY</p></li><li><p>USER ACQUISITION </p><p>Free Tools</p></li><li><p>FREE TOOLS</p></li><li><p>FREE TOOLS</p></li><li><p>USER ACQUISITION</p><p>SEO (Landing Pages)</p></li><li><p>SourceL http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx</p><p>Companies with 10+ landing pages get 55% more signups</p></li><li><p>Each page should be 90% unique:</p><p>Different offersDifferent customer segmentsDifferent unique selling points</p></li><li><p>USER ACQUISITION</p><p>Affiliate Programs &amp; Partnerships</p></li><li><p>AFFILIATE PROGRAMS &amp; PARTNERSHIPS</p></li><li><p>AFFILIATE PROGRAMS &amp; PARTNERSHIPS</p></li><li><p>AFFILIATE PROGRAMS &amp; PARTNERSHIPS</p></li><li><p>AFFILIATE PROGRAMS &amp; PARTNERSHIPS</p></li><li><p>ACTIVATION</p><p>Data Driven Growth</p></li><li><p>DATA DRIVEN GROWTH</p></li><li><p>DATA DRIVEN GROWTH</p></li><li><p>DATA DRIVEN GROWTH</p><p>ChenLi Wang, who runs growth at Dropbox, has noted that the best indicator of </p><p>whether someone will continue using Dropbox is when they put at least one file </p><p>in one Dropbox folder.</p></li><li><p>DATA DRIVEN GROWTH</p></li><li><p>REFERRAL / USER ACQUISITION</p><p>Virality</p></li><li><p>VIRALITY</p></li><li><p>VIRALITY</p></li><li><p>VIRALITY</p></li><li><p>RETENTION</p><p>Community</p></li><li><p>COMMUNITY</p></li><li><p>90</p></li><li><p>91</p></li><li><p>HOW TO GET STARTED WITH THE GROWTH HACKING PROCESS? 4</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve and develop OKRs</p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>EXPERIMENTATION PROCESS </p><p>Example: Hello Bar</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>FOUNDATION 1: IDENTIFY METRIC TO IMPROVE</p><p>Example: Hello Bar Funnel</p><p> Low installation rate</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>FOUNDATION 2: COLLECT DATA </p><p>Example: Hello Bar </p><p>Identify the Problem - Why dont people install?</p></li><li><p>FOUNDATION 2: COLLECT DATA </p><p>Example: Hello Bar </p><p>Identify the Problem - Why dont people install?</p></li><li><p>Example: Hello Bar </p><p>Identify the Problem - Why dont people install?</p><p>FOUNDATION 2: COLLECT DATA </p></li><li><p>Example: Hello Bar </p><p>Identify the Problem - Why dont people install?</p><p>FOUNDATION 2: COLLECT DATA </p></li><li><p>EXPERIMENTATION PROCESS</p><p>Brainstorm</p><p>Prioritize</p><p>Develop Hypotheses</p><p>Test &amp; Analyse</p><p>Systemize/ Iterate</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>1) Test 2 different value propositions</p><p>2) Offer more installation options</p><p>3) Redesign the Hello Bar</p><p>4) ..</p><p>BRAINSTORM IDEAS</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>STEP 3: DEVELOP HYPOTHESES</p><p>Example: Hello Bar </p><p>Hypothesis:</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>STEP 4: RUN THE EXPERIMENT</p><p>Example: Hello Bar </p><p>New Work Flow</p></li><li><p>Example: Hello Bar </p><p>New Work Flow</p><p>STEP 4: RUN THE EXPERIMENT</p></li><li><p>Example: Hello Bar </p><p>New Work Flow (41.67% responded with WordPress Plugin)</p><p>STEP 4: RUN THE EXPERIMENT</p></li><li><p>Example: Hello Bar </p><p>New Work Flow (25% responded with Email my developer / web designer)</p><p>STEP 4: RUN THE EXPERIMENT</p></li><li><p>Example: Hello Bar </p><p>New Work Flow</p><p>STEP 4: RUN THE EXPERIMENT</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>STEP 5: ANALYSE RESULTS</p><p>Example: Hello Bar Funnel</p></li><li><p>Example: Hello Bar Funnel</p><p>STEP 5: ANALYSE RESULTS</p></li><li><p>GROWTH HACKING PROCESS</p><p>Focus on one metric at a time and optimize it through a process of experimentation.</p><p>Step 3: Develop Hypotheses</p><p>Step 4: Run the Experiment</p><p>Step 5: Analyse Results</p><p>Step 6: Systemise and Repeat</p><p>Foundation 1: Identify metric to improve </p><p>Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance</p><p>Step 1: Brainstorm ideas how to improve the metric</p><p>Step 2: Prioritize the Ideas</p></li><li><p>STEP 4: RUN THE EXPERIMENT</p><p>New Work Flow</p></li><li><p>Brainstorm</p><p>Prioritize</p><p>Develop Hypotheses</p><p>Test &amp; Analyse</p><p>Systemize/ Iterate</p><p>RECAP: EXPERIMENTATION PROCESS</p></li><li><p>CONTACT:</p><p>Anna Rehermannanna@growthhackingasia.com</p></li></ul>