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growth hack


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growth hack

  1. 1. «growth hacking»
  2. 2. (online) marketing product development customer growth acquisition usability hacking …
  3. 3. growth hacking April 27th, 2012 at 8:30 am @andrewchen: «Growth Hacker is the new VP or Marketing» to-be-a-growth-hacker-an- airbnbcraigslist-case-study/ “Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.”
  4. 4. “Product and marketing teams are usually disparate, with the product team focusing on building features while the marketing team focuses on strategies it can implement without tech intervention. Growth hackers bridge this divide.”development: -features Marketing: -sales -debugging -distribution (traditional) -security - «result» metrics -scalability Growth hacker Inability to influence Limited «tech -user acquisition the product. Traditional focus» – usually and retention approach «marketing can’t see through product strategy, etc…»business/marketing - The multiplier «product as is» goals effect «narrow focus on sales» - Technical & marketing chops = Ability to execute on its own.
  5. 5. Build it and they nobody will comeFrom MEDIA distribution to API distribution“For the first time ever, it’s possible for newproducts to go from zero to 10s of millions usersin just a few years.”“Today, a stronger distribution strategy can beat a superior product.”“One person with both technical and marketing skills can reducefriction and facilitate rapid iteration."“The important parts of “growth hacking” […] is that you seeopportunities from API documents and integration hooks andunderstand them from a marketing perspective, from a manipulationand growth perspective.”
  6. 6. CREATIVIT Y (build) “If you make one tweak, you should know or estimate DATA the impact it will TEST(learn) make in your product, directly (measure) and indirectly.” «Most tests fail so growth hackers normally do 15-20 tests a day in order to find 1 or 2 improvements»
  7. 7. Airbnb & Craiglist Integration
  8. 8. Path – inactive users
  9. 9. SlideShare - FB
  10. 10. WSJ - WiFi
  11. 11. conclusion - Growth as the only way to success - Distribution within product as multiplier - The «glue» between dev and marketing - «Experimentation» approach – proven toolkit