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"Mais c'est quoi le Growth Hacking ?" par Oussama Ammar & Willy Braun

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"Mais c'est quoi le Growth Hacking ?" par Oussama Ammar & Willy Braun
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What is Growth Hacking
Who is the Growth Hacker
What this guy does concretely - case studies
The holy sources
The 3D of Trinity
This is growth hacking
What is Growth Hacking?
GH looks like a mix of everything:
Psychology, copywriting, digital marketing,
analytics, front-end dev, back-end dev, anthropology.
2. What is a growth hacker?
If you wanted to recruit a GH,
what would you look for?(Q/A)

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"Mais c'est quoi le Growth Hacking ?" par Oussama Ammar & Willy Braun

  • 1. The information contained in this document is being provided on a confidential basis to the recipient solely for the purpose of evaluating TheFamily (“TheFamily” or the “Company”). The document is intended for the exclusive use of the persons to whom it is given. By accepting a copy of this document, the recipient agrees, for itself and its related bodies corporate, and each of their directors, officers, employees, agents, representatives and advisers, to maintain the confidentiality of this information. Any reproduction or distribution of this document, in whole or in part, or any disclosure of its contents, or use of any information contained herein for any purpose other than to evaluate an investment in the Association, is prohibited. The information contained in this document or subsequently provided to the recipient whether orally or in writing by, or on behalf of the Association, or any of its respective related bodies corporate, or any of their respective partners, owners, officers, employees, agents, representatives and advisers (the “Parties”) is provided to the recipient on the terms and conditions set out in this notice.
  • 3. 1 1 1 2 1 3 1 4 1 5 What is Growth Hacking Who is the Growth Hacker What this guy does concretely - case studies The holy sources The 3D of Trinity
  • 4. This is growth hacking
  • 5. What is Growth Hacking? GH looks like a mix of everything: Psychology, copywriting, digital marketing, analytics, front-end dev, back-end dev, anthropology.
  • 6. 2. What is a growth hacker? If you wanted to recruit a GH, what would you look for?(Q/A)
  • 7. Let’s look at Facebook In their early days the Growth Team was composed of Chamath Palihapitiya, Blake Ross, Andy Johns, Javier Olivan…
  • 8. Let’s look at Facebook You don’t know these guys? Let’s look at their skills: - direct acquisition, - front-end development & design, - back-end development, - data science.
  • 9. So basically if you want to hire a GH, you are just looking for someone to cover the full spectrum of a startup. Inspector gadget x superman?
  • 10. No job description You can’t tell what a growth hacker should be like.
  • 11. A growth hacker is just someone who is obsessively focused on growth and only on growth* *if you think it’s like the CEO I would be worried about your your treasury
  • 12. He should be either autonomous on most matters or/and someone who could use the core team skills to ensure the growth
  • 13. What does the GH do
  • 14. 1. Let’s go back to facebook Traction since it was hot. But they’ve spoted that to activating new user -> 7 mails PS: what’s your risk of spaming (especially in the early days?) + easier to activate with female
  • 15. 2. Circle of friends – Discovered that moms on Circle of Friends were far more active than other users: • Their messages to one another were on average 50% longer. • They were 115% more likely to attach a picture to a post. • They were 110% more likely to engage in a threaded (i.e. deep) conversation. • They were 75% more likely to click on Facebook notifications. • They were 180% more likely to click on Facebook news feed items • They were 60% more likely to accept invitations to the app. – Pivoted entire company from Circle of Friends to Circle of Moms. – Grew from 2MM monthly active users to 4.5MM – Sold to Sugar Inc.
  • 16. 3. AirBnB & Craiglist
  • 17. 3. AirBnB & the photos Went from 20 photographers in the field in 2011 to doing 5,000 shoots per month.
  • 18. 4. Dropbox - acquisition Bonus : kick ass video full of MEMES (you have to understand the culture, remember)
  • 19. 4. Dropbox - Referral PROBLEM: revenue = $99 CAC = $300 referal : free space for (Acquisition + Activation) -> – Users sent 2.8 million direct referral invites in April 2010. – In Sept. 2008 the service had 100,000 registered users. – In Jan 2010 (15 mos.) the service had 4,000,000.
  • 20. 5. Twitter 30 follows
  • 21. 6. Living social - Referral Insight: – Building an audience can be outside of the core product experience. – Giving away deals is cheaper than giving away cash. • Hack: – Building a purely viral Facebook app called Pick Your 5, and growing virally until pivoting to daily deals. – A new twist on refer-a-friend with the 3-and-free dynamic. •Result: – 10’s of millions of Facebook app installs – 70MM users as of 11/12
  • 22. The holy sources A. Analytics B. Trying always new things
  • 23. A. Analytics Deep dive vs spot check
  • 24. A. Analytics Frameworks Funel : the simplest the more powerfull Get visitors -> activate members -> retain users Stay simple : core metrics + simplest framework possible (the math gets easy : XYZ) AARRR To focus on referal (cf viral loop) + revenue ($ matters at the end)
  • 26. A. ANALYTICS PS : for those who think this all is easy, just one quick story:
  • 27. B. Always trying new things Growth hacking is like x-> e^x But we always finish on a plateau Not a single sprint : it’s like interval training
  • 28. B. Always trying new things Imagination is KEY!
  • 29. V. The 3D Of Trinity Design, data, distribution