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Growth hacking 101 - ultimate guide for event organizer

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Do you love growth hacking? Do you organize events? Do you have difficulties to market your event? Here is the ultimate guide. By Willy Braun (GM @ France Digitale) & Oussama Ammar (Partner @ The …

Do you love growth hacking? Do you organize events? Do you have difficulties to market your event? Here is the ultimate guide. By Willy Braun (GM @ France Digitale) & Oussama Ammar (Partner @ The Family)

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  • 1. Growth Hacking 101 The event organizer guide Startup Weekend Summit France - september 2013 by Willy Braun (@willybraun) & Oussama Ammar (@daedalium)
  • 2. Growth hacking you said?
  • 3. But what does that mean?
  • 4. If you are a marketer that means...
  • 5. Paid Owned Earned Growth Hacking
  • 6. If you are tech guy that means...
  • 7. * remember x e^x Convexity*
  • 8. If you are a designer that means...
  • 9. * if you are not a designer and want to understand search “Dieter Rams“ (or clic here) Good design*
  • 10. If your a CEO thats means
  • 11. Using money for talent
  • 12. In short
  • 13. Growth hacking = always trying new things
  • 14. Growth hacking = looking for efficiency
  • 15. Growth hacking = looking for rapid growth
  • 16. * that doesn’t mean you will work 5 times less Growth hacking = 80/20*
  • 17. So you want to scale fast?
  • 18. Start with things that don’t scale http://paulgraham.com/ds.html
  • 19. Growth Hacking 1st step
  • 20. 1 build a hell of a team understand your participants2 3 connect with influencers 4 build your (kickass) identity
  • 21. 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
  • 22. What are SW participants first fears? Understand your participants2
  • 23. What are SW participants motivators? 2 Understand your participants
  • 24. How did they hear about your event? 2 Understand your participants
  • 25. How long did they wait before actually buying the ticket? 2 Understand your participants
  • 26. What made them move? 2 Understand your participants
  • 27. 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
  • 28. So you contacted lots of great people to speak about your event? 3 Connect with influencers
  • 29. Oh. You send an e-mail. 3 Connect with influencers
  • 30. How many actually talked about it? 3 Connect with influencers
  • 31. Did they think it was special/important/awesome? 3 Connect with influencers
  • 32. Did they feel pride to talk about it? 3 Connect with influencers
  • 33. How well do you know them? 3 Connect with influencers
  • 34. Do you know them personally? 3 Connect with influencers
  • 35. 3 Connect with influencers Did you share a cup of coffee or a lunch with them?
  • 36. Do you know what they worry about and what excite them? 3 Connect with influencers
  • 37. is not your identity Build your identity4
  • 38. your identity = Build your identity4 what you are/what you do how you tell your story
  • 39. Build your identity4 Vision Conviction Justification Pragmatism
  • 40. Alright you started with things that didn’t scale... build a hell of a team understand your participants connect with influencers build your identity
  • 41. Now let’s do things that DO scale
  • 42. @willybraun But before.. follow us! @daedalium Contacts at the end of the presentation
  • 43. Growth Hacking 2nd step
  • 44. AARRR
  • 45. AARRR > Acquisition : making people hear about your event
  • 46. AARRR > Activation : get the potential attendee email
  • 47. AARRR > Revenue : make them pay* * don’t offer free tickets to lower the noshow rate
  • 48. AARRR > Referral : make the potential attendees speak about your kickass event
  • 49. AARRR > Retention : make them want to come back
  • 50. 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
  • 51. Partnerships ACQUISITION > Offer them visibility/discount/special treatment
  • 52. Newsjacking “Become the next Jean-Baptiste Rudelle“ ACQUISITION
  • 53. Emailing ACTIVATION
  • 54. 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
  • 55. Good Pictures Sell > A/B test and keep the best ACTIVATION/REVENUE
  • 56. 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
  • 57. Sheep Powa 34 incredible developers 9 amazing designers > Concrete* numbers * concrete =/= true ACTIVATION/REVENUE
  • 58. Sheep Powa Thomas, Cathy & John are attending. (If you can’t just use personas) > Your friends ACTIVATION/REVENUE
  • 59. Story > “1039 people use successfully this product with“ is LESS powerful than the story of ONE user ACTIVATION/REVENUE
  • 60. Do you enjoy the presentation? Let’s keep in touch! Clic on the yellow button
  • 61. What’s the most effective? “Startup Weekend gathers 100 entrepreneurs“A
  • 62. What’s the most effective? “Startup Weekend gathers in one event 100 incredible entrepreneurs & change lives“B
  • 63. 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
  • 64. 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“
  • 65. What’s the most effective? Yes obviously the most effective one is D. But are you sure your communication doesn’t look like A?
  • 66. One more thing
  • 67. Do you want the ultimate secret of growth hacking for an event organiser?
  • 68. Make an incredible event.
  • 69. 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
  • 70. 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!)