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Growth-hacking : Introduction // Nord IT days Lille

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Facebook, AirBnb, ou encore Dropbox, ont connu des croissances exceptionnelles. Pourtant ces startups n’utilisent pas les outils sacralisés par le marketing classique mais elles révèlent l’esprit d’un nouveau courant: le Growth Hacking. Ce courant est parfois confondu avec le web marketing, ou pire encore comme un “buzzword”; Cédric Braem et Stéphane Bouchez vont demystifier le Growth Hacking et vous apprendre comment le mettre en place chez vous.
Qu’est-ce que le Growth Hacking ?
Qui est le Growth Hacker ?
Growth Hacking vs Marketing ?
Un Marketeur peut-il devenir un Growth Hacker ?

Published in: Marketing
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Growth-hacking : Introduction // Nord IT days Lille

  1. 1. GROWTH HACKING ? NORD IT DAYS –17.04.2014 -BY STRATENET & INTERNETVISTA Mort du Marketing ? Explosion de votre croissance ?
  2. 2. A propos de nous… STEPHANE BOUCHEZ CEO & DIGITAL STRATEGIST @STRATENET CEDRIC BRAEM CEO @INTERNETVISTA MONITORING
  3. 3. STRATENET : RESULTS DRIVEN AGENCY 1. Strategy Analyze & plan your online strategy. We do -Market Research -Benchmarks -Competitive Analysis -Strategic Planning -… 2. Acquisition Reach your audience through various channels & tactics. 3. Conversion Convert visitors into leads or sales and maximize ROI. We do -SEO -SEA & PPC -Display -Content Marketing -Mobile Marketing We do -Content Marketing -Lead Nurturing We do -CRO -A/B Testing -Page Optimization -Landing pages 4. Retention Engage with your audience & Maximize loyalty MEASURESUCCESS QUELQUES CLIENTS
  4. 4. Ce que le GrowthHacking n’est pas …
  5. 5. Le GrowthHacking n’est pas •Une formule Magique •Un ensemble de trucs & astuces •Un truc pour être 1erdans Google •Une méthode miracle •… Chaque entreprise est différente, a des objectifs différents, des cibles différentes, des contraintes différentes, des forces marché différentes, etc… etc…
  6. 6. Si on vous dit …
  7. 7. PS: I Love you. Getyourfree email at … ?
  8. 8. La naissance de Hotmail … 2 développeurs qui ne veulent pas que leur boss puisse lire leurs échanges mails, ils construisent donc une plateforme d’email, Ils vont ensuite chercher 300000 USD chez des investisseurs pour lancer Hotmail … via de la pub radio, et de l’affichage … L’un des investisseurs a une idée : Insérer au bas de chaque e-mail : «PS: I Love You ! Getyourfree email at Hotmail.com» En quelques heures, ils passent à 3000 utilisateurs / Jour, à 1 million en 6 mois, à …
  9. 9. Hotmail Lorsque HOTMAIL a été revendu à Microsoft 1 an et demi après son lancement, ils avaient 12.000.000 d’utilisateurs !
  10. 10. •On est en 1996, •Le monde découvre le Web, •HotMailest Gratuit (VS Infonie et les autres), •Hotmail est plus performant, •Hotmail offre une meilleure expérience utilisateur que d’autres, •La première adresse mail d’un Internaute de l’époque est souvent Hotmail, QUI, AUJOURD’HUI A ENCORE UNE ADRESSE MAIL HOTMAIL ACTIVE ??? Oui, la croissance Hotmail que l’on montre partout est impressionnante ! MAIS …
  11. 11. Néanmoins ce phénomène n’est pas anodin …
  12. 12. Les points communs de ces Business ? 1.CroissanceRAPIDEdu nombre D’UTILISATEUR 2.UTILITEdu produit / service, 3.INNOVATIONdu produit / service, 4.Facilité d’utilisation du Produit / service, 5.Une réponse à un besoin, 6.ETRE DANS LES 1ers sur le marché, 7.Rapiditéde mise en oeuvre des tactiques, 8.Une Optimisation constante, des process, 9.Tracking& Test A/B, 10.Un Business model basé sur le nombre d’utilisateur,
  13. 13. C’est bien votre truc de Pirate, ça m’excite ! Mais moi, ma société, c’est pas du Facebook, Groupon, Hotmail etc…
  14. 14. Cas Client STRATENET –STARTUP -SAAS
  15. 15. Cycle d’une startup ou entreprise en phase de démarrage
  16. 16. La majorité des sociétés mesure 3 Choses Combien de Visiteurs ? Combien d’utilisateurs ? Combien de €?
  17. 17. Désolé, mais ces données ne sont pas très intéressantes et ne servent pas à grand-chose !
  18. 18. La CLE du succès réside dans la compréhension du cycle de vie de l’utilisateur pour votre produit
  19. 19. La vraie question est … Comment Optimiser pour en avoir plus à chaque stade du cycle de vie / de décision de l’utilisateur
  20. 20. Cool, Mais au final, c’est quoi le GrowthHacking ?
  21. 21. Le GrowthHacking est un ensemble de tactiqueset de bonnes pratiques dédiée à la croissance des utilisateurs, qu’il s’agisse de visiteurs, de prospects, de clients potentiels, existants, etc…
  22. 22. Il apporte une réponse aux questions suivantes: •Comment avoir plus d’utilisateurs ? •Comment accroitre la durée de vie d’un utilisateur ? •Comment accroitre la valeur financière d’un utilisateur ? •Comment avoir plus d’utilisateurs actifs ? •Comment mesurer l’efficacité d’une nouvelle fonctionnalité ? •Comment mesurer l’efficacité d’un nouveau service ? Produit ? •Comment réduire le taux de désabonnement ? •…
  23. 23. Le GrowthHacking EST une démarche d’optimisation continuequi, au final, vise à améliorer la croissance d’une entreprise.
  24. 24. Le propre du growthhacking est de faire intervenir tous les métiers du web ensemble pour maximiser la croissance
  25. 25. Partie Visible de l’IceBerg Partie INVisiblede l’IceBerg: Ecosystème & Symbiose de l’ensemble des métiers du web & du marketing
  26. 26. Comment fonctionne le GrowthHacking
  27. 27. GrowthHacking Funnel
  28. 28. GrowthHacking Funnel SEO, SEM, relation de presse, emailing… création d’un compte, inscription à une newsletter… faire revenir le visiteur : l’e- mailing utiliser l’utilisateur de son service comme vecteur de la communication : invitations par emails, partages sur les réseaux sociaux… l’utilisateur paie pour le service
  29. 29. ATTENTION, si vous avez un produit de M… Quand on a un produit de M…. le meilleur moyen de se tuer … c’est avec une bonne publicité !
  30. 30. Qui est le GrowthHacker ?
  31. 31. le growthhacker n’a qu’un seul objectif : la croissance. Ainsi, peu importe le nombre de visites sur le site si de ces visites ne découlent pas d’inscriptions, de partages et de revenu.
  32. 32. Les Compétences du GrowthHacker sont vastes
  33. 33. « Un GrowthHacker ne doit pas s’appuyer sur ses convictions, ou sur de belles théories, mais sur des faits, des chiffres, une analyse claire de la situation. »
  34. 34. C‘est un métier en devenir …
  35. 35. GrowthHacking VS WebMarketing?
  36. 36. GrowthHacker VS Content Hacker.
  37. 37. Thanks

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