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Growth Hacking 101
 

Growth Hacking 101

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    Growth Hacking 101 Growth Hacking 101 Presentation Transcript

    • Growth Hacking 101 The event organizer guide Startup Weekend Summit France - september 2013 by Willy Braun (@willybraun) & Oussama Ammar (@daedalium)
    • Growth hacking you said?
    • But what does that mean?
    • If you are a marketer that means...
    • Paid Owned Earned Growth Hacking
    • If you are tech guy that means...
    • * remember x e^x Convexity*
    • If you are a designer that means...
    • * if you are not a designer and want to understand search “Dieter Rams“ (or clic here) Good design*
    • If your a CEO thats means
    • Using money for talent
    • In short
    • Growth hacking = always trying new things
    • Growth hacking = looking for efficiency
    • Growth hacking = looking for rapid growth
    • * that doesn’t mean you will work 5 times less Growth hacking = 80/20*
    • So you want to scale fast?
    • Start with things that don’t scale http://paulgraham.com/ds.html
    • Growth Hacking 1st step
    • 1 build a hell of a team understand your participants2 3 connect with influencers 4 build your (kickass) identity
    • You & your friends =/= TEH dream team 1 Build a hell of a team Try only people you think you can’t reach Balance between skills, networks and availability Balance between seriousness & funkyness Include in your team potential sponsors (private & public) & the accomodation provider
    • What are SW participants first fears? Understand your participants2
    • What are SW participants motivators? 2 Understand your participants
    • How did they hear about your event? 2 Understand your participants
    • How long did they wait before actually buying the ticket? 2 Understand your participants
    • What made them move? 2 Understand your participants
    • Can you call at least 5 previous participants right now? Are they coming from different backgrounds? Are there both students & working guys in your list? 2 Understand your participants
    • So you contacted lots of great people to speak about your event? 3 Connect with influencers
    • Oh. You send an e-mail. 3 Connect with influencers
    • How many actually talked about it? 3 Connect with influencers
    • Did they think it was special/important/awesome? 3 Connect with influencers
    • Did they feel pride to talk about it? 3 Connect with influencers
    • How well do you know them? 3 Connect with influencers
    • Do you know them personally? 3 Connect with influencers
    • 3 Connect with influencers Did you share a cup of coffee or a lunch with them?
    • Do you know what they worry about and what excite them? 3 Connect with influencers
    • is not your identity Build your identity4
    • your identity = Build your identity4 what you are/what you do how you tell your story
    • Build your identity4 Vision Conviction Justification Pragmatism
    • Alright you started with things that didn’t scale... build a hell of a team understand your participants connect with influencers build your identity
    • Now let’s do things that DO scale
    • @willybraun But before.. follow us! @daedalium Contacts at the end of the presentation
    • Growth Hacking 2nd step
    • AARRR
    • AARRR > Acquisition : making people hear about your event
    • AARRR > Activation : get the potential attendee email
    • AARRR > Revenue : make them pay* * don’t offer free tickets to lower the noshow rate
    • AARRR > Referral : make the potential attendees speak about your kickass event
    • AARRR > Retention : make them want to come back
    • Snipers & co > Step 1 : build a community > Step 2 : make them feel guilty in less than 1 hour if they don’t share > Bonus : don’t forget a small discount ACQUISITION
    • Partnerships ACQUISITION > Offer them visibility/discount/special treatment
    • Newsjacking “Become the next Jean-Baptiste Rudelle“ ACQUISITION
    • Emailing ACTIVATION
    • Pricing > Your average price is not the public price (A) but your first discount ticket (B) > “this is how it would cost (A), this is what you’ll pay (B)“ REVENUE
    • Good Pictures Sell > A/B test and keep the best ACTIVATION/REVENUE
    • The feeling of scarcity > Remember: if you want them to join, you need to make them dream of joining it. > The tickets will be available on monday at 11:00PM. After it will be too late. ACTIVATION/REVENUE
    • Sheep Powa 34 incredible developers 9 amazing designers > Concrete* numbers * concrete =/= true ACTIVATION/REVENUE
    • Sheep Powa Thomas, Cathy & John are attending. (If you can’t just use personas) > Your friends ACTIVATION/REVENUE
    • Story > “1039 people use successfully this product with“ is LESS powerful than the story of ONE user ACTIVATION/REVENUE
    • Do you enjoy the presentation? Let’s keep in touch! Clic on the yellow button
    • What’s the most effective? “Startup Weekend gathers 100 entrepreneurs“A
    • What’s the most effective? “Startup Weekend gathers in one event 100 incredible entrepreneurs & change lives“B
    • What’s the most effective? “I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co- founder, quit my job and raised 200K 6 months later“ C
    • D “I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co-founder, quit my job and raised 200K 6 months later“
    • What’s the most effective? Yes obviously the most effective one is D. But are you sure your communication doesn’t look like A?
    • One more thing
    • Do you want the ultimate secret of growth hacking for an event organiser?
    • Make an incredible event.
    • Ressources 37 Signals part1 part2 part3 Lean Startup (book) - Eric Ries Influence (book) - Robert Cialdini Petit traité de manipulation (livre) - Jouffrois The 4-Hour Workweek (book) - Tim Ferriss Newsletters of Francedigitale, The Family & Brocooli
    • Willy Braun GM @ France Digitale - @willybraun Director of eBusiness instruction - WebschoolFactory willy@francedigitale.org www.francedigitale.org - www.brocooli.com (subscribe to the newsletters!) Authors Oussama Ammar Partner @ The Family - @daedalium Teacher - Sciences Po Paris oussama@thefamily.co www.thefamily.co (subscribe to the newsletter!)