Intro to Growth hacking


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A talk about growth hacking which focuses on product building as the new marketing

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  • At one point PayPal was not a default payment option on Ebay. In fact, PayPal was actually quite hard to use as a seller. However, the team at PayPal noticed that this wasn’t stopping select eBay sellers from trying to make it work all on their own.eBay sellers were doing everything from writing text in their listings asking people to “please pay me with PayPal” to copying the PayPal logo using custom HTML to add it to their listings. The initial reaction of PayPal executives was to stop this practice because PayPal sellers weren’t their target market. However, with some smart thinking the team realized that this might just be a big market for them to explore.The team at PayPal did a test and made it possible to automatically add a PayPal button to each eBay listing. By watching what their existing customers were doing they were able to quickly hack their growth. PayPal quickly became included in the vast majority of eBay listings but this wouldn’t have been possible if people hadn’t observed the trend and hacked it first.
  • When I joined Twitter, we had an interesting puzzle. Many many users were hearing about Twitter each day from press, blogs, their friends and were signing up. But none of them stuck around. Typical marketing efforts in the past would have been to use email newsletters to bring users back, or spend money on display retargeting. But instead we invested in the product. We dug in and tried to learn what the "aha" moment was for a new user and then rebuilt our entire new user experience to engineer that more quickly. It turned out that if you manually selected and followed at least 5-10 Twitter accounts in your first day on Twitter, you were much more likely to become a long term user, since you had chosen things that interested you. And if we helped someone you know follow you back, then even better. As we kept tweaking the features to focus on helping users achieve these things, our retention dramatically rose.
  • Intro to Growth hacking

    1. 1. I’ve got a product idea, now what?Ryan LouFounder, KrawstTweet: @RyanLou
    2. 2. Who am I?
    3. 3. • Global network of people• Scalable ideas• Founders need to be skilledUS$40k Grant, No Equity.
    4. 4. “Bringing the startupcommunity together offline,getting user feedback andgenerating buzz are exactlywhat NY’s tech communityneeds to do so it can continueto grow and thrive. ”~ Harrison WeberTNW editor, New York office
    5. 5. “There is no betterfeedback in the worldthan hearing right fromyour target”Jared O’TooleUnder30ceo NYC editor
    6. 6. Part 1:Delivering Product Value
    7. 7. What is marketing?
    8. 8. Or Hacking Growth?
    9. 9.
    10. 10. Startup people have an obssession withhockey sticks
    11. 11. “Nothing works better than improvingyour product.”— Joel Spolsky, Stack Exchange
    12. 12. First things FirstGlobally 923 MILLION peoplesearch the term “Google” onGoogle each month
    13. 13. First things FirstGlobally 923 MILLION peoplesearch the term “Google” onGoogle each monthWhat happens when they search for you?
    14. 14. 3 things you need to focus on1) Getting people to the door2) Getting them to the AHA moment!3) Delivering product valueCredit: Chamath Palihapitiya
    15. 15. Another 3 things you should know• Of course people have problems(problem hypothesis)• Sure, everyone will use it(customer hypothesis)• I’m smart, my product is exactly what theworld needs(product validation)
    16. 16. What does yourproduct do for yourusers?
    17. 17. It’s not magicDataMarketingProduct
    18. 18. Growth Technique:Leverage Super Platforms
    19. 19. AirBnB
    20. 20. AirBnB
    21. 21. Growth Technique:Observe user behavior
    22. 22. Youtube Embeddable Player
    23. 23. Growth Technique: Focuson the metrics that count(Retention First)
    24. 24. Early focus was on getting any individual to 7friends in 10 days.
    25. 25. Get users to 5-10 twitter accounts in theirfirst day on twitter.
    26. 26. Hacks that mustnot be named
    27. 27. Part 2:Delivering your message
    28. 28. How Brand Yourself accidentally went viralwith one feature
    29. 29. How Brand Yourself accidentally went viralwith one feature• Picked up by Mashable (14k shares)• Total 60K signups• Conversion on homepage optimized (From 8%- 30%)• Proactively pitched mediaRead:
    30. 30. Anatomy of a site designSource:
    31. 31. TEST TEST TESTSource: Designing for social traction
    32. 32. Which channels?
    33. 33. Growth Technique:Clearly define who you’retargeting
    34. 34. Find your honey holeStep 1: Follow someone on TwitterStep 2: Link to landing page in profileStep 3: Collect email addresses
    35. 35. Growth Technique:Clearly define what you’reoffering
    36. 36.
    37. 37. Pick the channels that get youEARLY ADOPTERS
    38. 38. Source: users through the pipeline
    39. 39. Beta Registration page:
    40. 40. Exclusivity
    41. 41. Pitching journalistsSource:
    42. 42. Tips for pitching the press1) Pick the right publication2) Pitch only 1 feature3) Focus the story on specifics
    43. 43. Lastly, provide interesting content
    44. 44. Part 3:Sustainable mktg process
    45. 45. 6 Steps to growth• 1. Track: Figure out what needs to be tracked. Track it.• 2. Understand: Delve into the data to understand how people are using theproduct.• 3. Prioritize: Evaluate and prioritize the areas most likely to yield growth.Sometimes they’ll be tweaks, sometimes they’ll be re-architected features,sometimes they’ll be completely new features.• 4. Design/Write: In the top area or two, design a few features that are likely toyield growth. I emphasize writing because the words describing a product oftenmatter at least as much as any other characteristics.• 5. Build: Code it up, push it out.• 6. Measure: Gauge success of new features. GOTO 1, 2, or 3, adjusting strategybased on the results.• Then every week or two, we’d run through steps 2-6: finding a problem area,brainstorming and designing possible improvements, building, and measuring theresultsFrom:
    46. 46.
    47. 47. Automate the process
    48. 48. Link: Designing for social traction
    49. 49. Keith Rabois, the Former COO of Square• First grow based on real value• Growth hacking is anobservational science• Feature design is the newmarketing
    50. 50. I’ve got a product idea, now what?Ryan LouFounder, KrawstTweet: @RyanLou