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Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016

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Growth Hacking Workshop by David Arnoux during Europe's biggest Tech Conference: The Next Web 2016.

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Growth Tribe Academy: Growth Hacking Power Session @ The Next Web 2016

  1. 1. Growth “Hacking” 1hr Power Session David Arnoux Head of Growth www.growthtribe.io
  2. 2. Startups 3-month full-time growth hacking academy Students 3-month full-time growth hacking academy
  3. 3. HIGH GROWTH / HIGH POTENTIAL STARTUP
  4. 4. Adult Education Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses
  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. Tools Process Corporate Growth Hacking Pyramid Mindset Change Start here..
  7. 7. What’s On The Menu? THEORY EXERCISES THEORY
  8. 8. The Brain Of A “Growth Hacker” Place your screenshot here
  9. 9. Takeru Kobayashi
  10. 10. Takeru Kobayashi
  11. 11. “ If you’re growing a company today you better learn to eat hot dogs fast...
  12. 12. Udemy
  13. 13. 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
  14. 14. Paypal
  15. 15. Famous examples
  16. 16. What do these have in common? Creative or Sneaky More than just marketing OPN (Other People’s Network)
  17. 17. Why is Growth Hacking Taking Over The World? Place your screenshot here
  18. 18. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated
  19. 19. 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
  20. 20. 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
  21. 21. 250-3000 Ads per day
  22. 22. 110 million developers and growing..
  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.
  24. 24. Viral Channel Effectiveness
  25. 25. 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 key
  26. 26. ouch Source: Andrew Chen’s Blog
  27. 27. Retention trumps all...
  28. 28. Retention trumps all...
  29. 29. Retention trumps all...
  30. 30. 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 key 5. Available Data = It’s all about ROI >> Remove waste
  31. 31. Source: Rob Moffat
  32. 32. 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 key 5. It’s all about ROI >> Remove waste 6. It’s not about the tips and tricks. You need a process
  33. 33. Growth Process Adaptable (Across all companies cultures and departments) Expandable (Can grow along with the company) Easy to implement (Minimal learning curve)
  34. 34. Pirate Metrics Flowchart OMTM(s) the GROWTH process
  35. 35. Read This! Lean Analytics
  36. 36. 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
  37. 37. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data
  38. 38. Speed = WIN!
  39. 39. Speed = WIN! Growth Hack
  40. 40. So WTF is Growth “Hacking”? Place your screenshot here
  41. 41. ““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
  42. 42. 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
  43. 43. Creative Marketing What Is Growth Hacking? Coding + Automation UX improvement Conversion Rate Optimization GROWTH HACKING
  44. 44. “Most big successes have a little bit of evil in them” - Alistair Croll
  45. 45. ETHICS GAMESmart or Sneaky?
  46. 46. Smart “Cheeky, acceptable… Achieving a goal with limited resources, not harming anyone, bending the rules… but not too much.”
  47. 47. Sneaky “Unethical, harmful, sleazy, suspicious, something I wouldn’t be proud telling my kids about.”
  48. 48. Nailing the supply side of a marketplace
  49. 49. What to do with 100 million emails?
  50. 50. Auto-invite friends
  51. 51. Protesters and Taxis
  52. 52. V2
  53. 53. Can you cancel my order?
  54. 54. Can you cancel my order?
  55. 55. “Most big successes have a little bit of evil in them” - Alistair Croll
  56. 56. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization GROWTH HACKING
  57. 57. Skills
  58. 58. 2 Days 30€ Unlimited leads
  59. 59. Blockspring Playbook Infinite Leads :D blockspring Clearbit API Email Hunter API
  60. 60. EXERCISE1. Go to: http://growthtri.be/tnwattendees 2. Copy that URL 3. Go to: magic.import.io 4. Paste the URL 5. Export as CSV… 6. You have a lead list… 7. Homework a. Use clearbit.com to gather rich data on these leads b. Guess emails using www.emailhunter.co
  61. 61. “ How to come up with these tricks?
  62. 62. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing GROWTH HACKING
  63. 63. Marketing Budget vs. Growth Budget $$$$$ $ $ $ $ start end Iterative learning
  64. 64. Experiment based approach
  65. 65. Hard data - Conversion Funnels Are people signing up? Are people being activated?
  66. 66. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?
  67. 67. 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€
  68. 68. 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
  69. 69. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan GROWTH HACKING
  70. 70. Soft data why?
  71. 71. Behavioural Psychology
  72. 72. AB Testing vs. = +732%
  73. 73. 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
  74. 74. Growth vs. Marketing vs. Product Place your screenshot here
  75. 75. Growth vs. Marketing vs. Product GROWTH MARKETING PRODUCT MINDSET Experiments Campaigns Build OBJECTIVES Acquisition, Activation, Retention, Revenue, Referral Awareness, Acquisition Core Functionalities (Usage metrics + NPS) TEAM COMPO Multi-disciplinary (Marketing, Dev, Analyst, UX) Marketers Products Owners and Developers PROCESS Data driven experiments Campaigns Agile and Waterfall Source: 90% Brian Balfour
  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 Marketing Growth
  77. 77. 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
  78. 78. “Traction” Book
  79. 79. 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
  80. 80. 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
  81. 81. Customer Acquisition Channels Social Ads Retargeting Email Marketing Content Marketing
  82. 82. growthtri.be/brass2
  83. 83. 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
  84. 84. BJ Fogg Model
  85. 85. EXERCISE1. 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
  86. 86. BJ Fogg Model
  87. 87. Cialdini’s Principles of Persuasion
  88. 88. BJ Fogg Model
  89. 89. Don’t make me think
  90. 90. Visual Trick: Zoom Out!
  91. 91. vs 15.000 visitors to experiment 30% increase in signups How much did that design agency cost? +30% = 10000’s€ increase revenue
  92. 92. 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
  93. 93. 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.
  94. 94. 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.
  95. 95. Small tip…. Flip the WOW Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation
  96. 96. WOW this is awesome!
  97. 97. 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
  98. 98. 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
  99. 99. Source: Andrew Chen’s blog
  100. 100. 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
  101. 101. 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
  102. 102. 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
  103. 103. 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
  104. 104. The skillset of a growth hacker
  105. 105. HOMEWORK 1. Go to bit.ly/AutoEvaluation (careful the URL is case-sensitive) 2. File>Make a copy 3. Take our Growth Hacking auto-evaluation test. 4. You can also use this tool in the future if you’re thinking of hiring a growth hacker and/or head of growth.
  106. 106. 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
  107. 107. Read these!!!
  108. 108. Tools Tools Tools
  109. 109. Join Us!
  110. 110. 3 Month Academy growthtri.be/academy Evening Course growthtri.be/part 2 Day Crash Course growthtri.be/crashcourse
  111. 111. Twitter @darnocks Linkedin David Arnoux

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