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Growth hacking | Workshop at Epitech

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Growth hacking | Workshop at Epitech

  1. By Julien Barbier, Sr Dir of Growth, Marketing & Community at Docker – 11/20/2014 – 1h presentation
  2. About me • Julien Barbier • 2004-2008: Software engineer (Epitech 2006) & Product Manager (Paris, France) • 2008-2012: Entrepreneur (Paris, France & Miami, FL) • Oct 2012-now: co-Founder of #while42 (International French Tech Engineers Network, 1500+ members in 30+ chapters around the World) • Oct 2012-now: Sr Director of Growth, Marketing & Community at Docker (ex-dotCloud, San Francisco, CA) • Contact me: julien@docker | @julienbarbier42
  3. What is Growth Hacking? Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure
  4. The 5 important steps of your funnel • Acquisition • Getting visitors to your website • Getting the product in front of the users • Activation • Signing up • Make users actually use your product for the first time • Retention • Make users use your product more • More often • Revenue • Monetize users or visitors • Referral • Getting people (in any of the above steps) to refer others
  5. FIRST: Track and monitor EVERYTHING • Track and measure EVERYTHING • If it is useless now, it WILL be useful later • Integrate tracking and metrics EVERYWHERE • Should be part of your product release cycles • Should be part of every offline & online marketing campaign • Measure the impact of every change, update, new feature, campaign, tweet, meetup, event, press release… • Be DATA DRIVEN!
  6. The most well know Growth Hack of all time
  7. Hotmail – PS: I love you • Launch in July 1996 • Marketing = buy billboards and radio ads • PS: I love you. Get your free e-mail at Hotmail • 18 months later, Hotmail had 12M+ users and got acquired by MSFT
  8. Ok but, we are not Hotmail • You could be! • Let’s growth hack NOW! :)
  9. PilesMoinsCher.com • You buy a battery = 0.05 EUR • You sell a battery = 0.90 EUR • People usually buy only one battery • Average sell = 0.90 EUR • Average profit per sell = 0.85 EUR • Huge stocks for small sell volumes • What would you do to increase the average sell and solve this?
  10. PilesMoinsCher.com • Average sell = 7.2 EUR • Average profit = 6 EUR • More volume so we could negotiate a better price with the suppliers
  11. PilesMoinsCher.com • Adwords for “battery” is very expensive • Conversion rate for “battery” is very low • How do you solve this?
  12. PilesMoinsCher.com • Target all references one by one • Target every battery with ALL its references • Exemple: AA is also LR6 • Some batteries have hundreds of references • The less used, the better conversion rate and the smaller the price on Adwords • Go directly to the right product page • Profits +80%
  13. 1001espions.com • Lots of visits, and re-visits but low conversion rate
  14. 1001espions.com • We added a live countdown timer on the shop • Conversion rate +9%
  15. 1001sacoches.com • Visitors would register, add items to their cart, and then leave • How growth hack this?
  16. 1001sacoches.com • We had their email address • We knew what they wanted • So… • 1. we sent them a reminder => +5% conversion rate • 2. if they still don’t buy, we sent them a promo-code for the item they like => + another 10% conversion rate
  17. Docker • We target Hacker News • You want to be on the front page as many times as possible • You want to be part of the conversation as soon as possible • But there is not tracking tool so you don’t know • When to upvote • Where to go • How do we solve this?
  18. Build your own tools • You are engineers! You can build tools. No other marketers can. • We built HNWatcher.com • We are pinged all the time someone talks about Docker (or a competitor…) • We have lots of sorties on the front page • We can join the conversation right away, help people, and have the right messaging out there • +200% UV
  19. HNWatcher.com • Track keywords and more on Hacker News • Users register, setup their keywords • They receive links to great articles and comments • And never come back to the website • How do you get more visits?
  20. HNWatcher.com • Iframe the links and add social buttons to share them • Traffic +300% • Signups +30%
  21. Docker • Docker Global Hack Day #2 • 1500+ hackers in 30+ cities • The community votes for the winners • How to growth hack this?
  22. Docker • Teams need to produce a video and a description • => User content creation, good SEO • Community votes for the best hack via Social Media • => Thousands of tweets, Likes and g+1 • => Effective reach over 3M only on Twitter
  23. Last advice Do not prioritize Growth Hacking over UX
  24. Imagination & time are the only two limits to growth hacking “'Imagination is more important than knowledge”
  25. Thank you! • Any questions? • Ping me to chat more about Growth Hacking: • julien@docker.com • @julienbarbier42
  26. Don’t miss: Marketing & Community at Docker • Friday 12-Dec-2014, 11am to 12:30pm • At Epitech • Register here: • http://www.meetup.com/Docker-Paris/events/218767372/ • See you in December!

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