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By Julien Barbier, Sr Dir of Growth, Marketing & Community at Docker – 11/20/2014 – 1h presentation
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
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
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
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!
The most well know Growth Hack of all time
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
Ok but, we are not Hotmail 
• You could be! 
• Let’s growth hack NOW! :)
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?
PilesMoinsCher.com 
• Average sell = 7.2 EUR 
• Average profit = 6 EUR 
• More volume so we could negotiate a better price with the 
suppliers
PilesMoinsCher.com 
• Adwords for “battery” is very expensive 
• Conversion rate for “battery” is very low 
• How do you solve this?
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%
1001espions.com 
• Lots of visits, and re-visits 
but low conversion rate
1001espions.com 
• We added a live countdown timer on the shop 
• Conversion rate +9%
1001sacoches.com 
• Visitors would register, add 
items to their cart, and then 
leave 
• How growth hack this?
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
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?
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
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?
HNWatcher.com 
• Iframe the links and add social buttons to share them 
• Traffic +300% 
• Signups +30%
Docker 
• Docker Global Hack Day #2 
• 1500+ hackers in 30+ cities 
• The community votes for the 
winners 
• How to growth hack this?
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
Last advice 
Do not prioritize Growth Hacking over 
UX
Imagination & time are the only two limits to growth 
hacking 
“'Imagination is more important than knowledge”
Thank you! 
• Any questions? 
• Ping me to chat more about Growth Hacking: 
• julien@docker.com 
• @julienbarbier42
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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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!