Growth hacking presentation and workshop at Epitech, 11/20/2014 with e

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!