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Growth Hacking, Disrupt the Business with Mobile!

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Par Antonin Cohen, Manager France @ HotelTonight.com lors du Growth Hacking Paris meetup — http://www.meetup.com/GrowthHackingParis

Par Antonin Cohen, Manager France @ HotelTonight.com lors du Growth Hacking Paris meetup — http://www.meetup.com/GrowthHackingParis

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  • 1. Hello! @AntoninCohen Manager France, HotelTonight > 6 years growing users and sales for startups in Europe and the US
  • 2. 3 years 17 countries 9M downloads
  • 3. 1 Foundation menu Product/Market Fit 2 Prepare the growth Growth Hacker Funnel 3 Get users The 3 P’s of user acquisition
  • 4. Let's start by the foundation
  • 5. Growth Transition to Growth Product/Market Fit The Startup Pyramid from Sean Ellis
  • 6. Product Market Fit Paul Graham @Paulg Founder of Y Combinator “Make stuff that people want.”
  • 7. 4 taps to find & book Search Book Enjoy
  • 8. Distribute your beta app to a limited audience as soon as possible
  • 9. Prepare the growth
  • 10. Optimize Your Growth Hacker Funnel Acquisition Activation Referral Retention Revenue
  • 11. 50000 Growth Hacker Funnel   Exemple: Mobile Game Improve Activation First 2% 32% 1000 Launch App Acquisi(on   Signs up Ac(va(on   0,5% 320 Reach Level 3 Reten(on   16 In-App Purchase Revenue  
  • 12. The 3 P’s of user acquisition
  • 13. 3 ways to get downloads Defined by Neil Patel 1 Push Advertising, Promo Swap, Affiliation à You coerce users to come to you 2 Pull Content Marketing à You entice users to come to you 3 Product Referral program à You use your product itself to bring them to you
  • 14. Push Promo Swap Find companies to promote each other Swap newsletter, tweets, Facebook post, contest…
  • 15. Pull App Store Optimization Content Optimize the first 3 lines with strong call to action, keywords, icon, screenshots, social proof Reviews Track every day and ask your friends to contribute! Velocity Push natural downloads with paid downloads on a short period of times to get at the top of the App Store
  • 16. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition… Utilize New Platform Features iCloud, Passbook… Make it Universal iPhone, iPad, EN/FR/ES/DE/IT Get in touch with Apple / Google
  • 17. Apple featured HotelTonight iOS7 version
  • 18. Pull Press Relation Research   Develop  Story  Angles   Create  Press  Kit   Build  rela(onships   Get  involved   Be  persistent  
  • 19. à Research The right contact 1. Define what publications your target audience consumes 2. Focus on the journalists who write on your topic. The pattern to guess an email firstname.lastname@domain.com firstnamelastname@domain.com Gmail plugin Rapportive 1. Start with a list of possible email addresses. 2. Paste those into a new Gmail message. 3. Rapportive will scour the web to pull up social media profiles for accounts linked to that email.
  • 20. à Story angles & Press Kit Right message to right media Create Press Release dedicated to your target media: high tech, consumer, your niche market… Inside your Press Kit Press release, icon, screenshots, promocode, links to your social media, video, press page. Old fashioned mail still works Send your press kit with cool goodies to the top journalists & influencers in your target audience.
  • 21. à Build & Get Involved Do your PR Spend some times to reach out and create relationships with top journalists. You are the expert: Share content about your company, competitors and market. Follow reporters on Twitter Engage journalists with relevant messages on Twitter. Be visible Write articles and speak at events as much as possible. Journalists are there to cover it, so it is a good opportunity to get noticed!
  • 22. à Be persistent Use Gmail plugin Yesware Find out who opens your emails. Create the news Plan a PR push related to your product every quarter. If you don’t have any big news, create informative content for your audience (i.e. survey, statistics). Be current Follow up when the journalist has the highest chance to be interested by your topic (i.e. before holidays for travel app).
  • 23. Product Referral program Give away your product Credits, storage, discount, feature, bonus, sample… Win/Win incentive User shares his user code and get credits when it’s used Promote your referral program Engage your audience and implement social APIs
  • 24. UBER Referral Program
  • 25. Product API Integration Don’t force your user to login They are already connected. Why ask again? Get activity from social media What my friends are doing on the app? Send activity and invitations to social media What I’m doing on the app? How can I invite my friends? Don’t forget to update! APIs evolve often
  • 26. Bonus Be curious Read as more as possible Growth Hacking is a big community with and a lot of tactics you will use tomorrow don’t exist today. Connect and exchange This is why you’re here. Test and try, even if it sounds dirty at first Bad buzz is still a buzz. Optimize all the way Never stop to analyze, optimize and test!
  • 27. Bonus Cool tool for launch
  • 28. Bonus Facebook Events Hacks