Collider - Growth Hacking - December 2015
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How did Hotmail sell out so quickly? How did Airbnb get 17million active renters in 5 years? Simple. They forgot everything about conventional marketing, and started with a new canvas. For a startup, the goal is simple: growth. You need to get yourself known in digital world which is loud, saturated and unforgiving. The conventional methods don't work, and won't get you the userbase you need in the shortest amount of time; sheer creativity and out-the-box thinking is the only way, and this has been proven over time with some of the greatest tech companies of the current age.
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Collider - Growth Hacking - December 2015
- 1. LG | Ultra HD Communications Strategy The Liquid Way © 2013 CREATING REACTIONS COLLIDER © 2014COLLIDER © 2015 GROWTH HACKING JUST A BUZZWORD?
- 2. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Wikipedia: Growth hacking is a marketing technique developed by technology startups which use creativity, analytical thinking, and social metrics to sell products and gain exposure.
- 3. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 That’s just marketing, right?
- 4. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “Growth Hackers are a hybrid of marketer and coder” - Andrew Chen “A Growth Hacker is a person who’s true north is growth” - Sean Ellis
- 5. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Simply put, growth hackers achieve extreme start up growth in minimal time
- 6. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 P.S I love you. Get your free email at…
- 7. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Sabeer Bhatia Jack Smith 1996: Two ex-Apple engineers create an email platform
- 8. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Sabeer’s wife tries to convince him to use a name which ends up looking like HTML
- 9. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 10. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 11. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Draper Fisher Jurvetson invested an initial seed of $300,000
- 12. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Draper: “how are you going to get the word out?” Bhatia: “we’ll put it up on billboards” Draper: “God…”
- 13. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Draper: “put: ‘P.S. I love you. Get your free email at Hotmail’ at the bottom of every email”
- 14. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Smith: “I don’t think…” Bhatia: “Let’s move on to other business.”
- 15. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 16. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 • By lunchtime, there were 100 signups • After lunch, there were 200 signups • After they finished watching the premier of ‘Independence Day’, there were 250 signups
- 17. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Growth progressed at this rate throughout the week
- 18. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “Put ‘P.S. I love you. Get your free email at Hotmail’” “lol gtfo" “hahahaha no.” “Dude, are you high?”
- 19. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “OK, fine. But we’re dropping ‘P.S. I love you’”
- 20. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Hotmail started averaging 3,000 users per day
- 21. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Within 6 months, they had 1 million users
- 22. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 5 weeks later they hit 2 million They started averaging 20,000 sign ups per day
- 23. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Sabeer sent one email to a friend in India. Within 3 weeks they had 300,000 Indian users
- 24. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Hotmail sold two years later to Microsoft, having accumulated 8.5 million users At the time, this was over a 10th of the entire internet population
- 25. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 26. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Creativity & out the box thinking
- 27. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 28. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 In 2008, Airbnb received $600,000 in funding capital…
- 29. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 …without knowing what their growth strategy would be
- 30. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 The Law of Shitty Clickthroughs
- 31. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “Over time, all marketing strategies result in shitty clickthrough rates”
- 32. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Being first-to-market, or first-to- marketing-channel, gives strong CTR and Conversions due to novelty and lack of competition
- 33. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 This was the first ever banner ad, which appeared on Hotwired in 1994
- 34. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 • Hotwired Click Through Rate, 1994: 78% • Facebook Click Through Rate, 2015: 0.05%
- 35. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 36. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Craigslist is the 12th most visited site in the United States
- 37. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Big problem: no open APIs to connect to Craigslist
- 38. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 HACK IT.
- 39. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Big problem no. 2: multiple versions of Craigslist
- 40. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 • Reverse engineered Craigslist’s forms • Started developing bots which understood & crawled the multiple versions of Craigslist • Bots would create identify & create unique URLs to post listings • It would also crawl the site to find people listing properties for rent
- 41. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Image via Source6
- 42. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015
- 43. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “No traditional marketer would have thought of this” - Andrew Chen
- 44. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Public profiles which appear in search listings
- 45. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Share button below video
- 46. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Get 500mb extra space if you refer a friend
- 47. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 Thought.
- 48. CREATING REACTIONS COLLIDER © 2014 COMPANY | PROJECT TITLE CREATING REACTIONS COLLIDER © 2015COLLIDER © 2015 “You need the kind of objectivity that makes you forget everything you’ve heard, clear the table, and do a factual study like a scientist would” - Steve Wozniak
- 49. Text 7 MOROCCO STREET LONDON SE1 3HB UNITED KINGDOM T: +44 (0)203 019 3270 E: DIGITAL@WEARECOLLIDER.COM W: WEARECOLLIDER.COM COLLIDER © 2014COLLIDER © 2015COLLIDER © 2015 THANK YOU CREATING REACTIONS