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Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
The document provides an overview of growth hacking fundamentals. It begins by defining growth hacking as a process-driven approach focused on rapid experimentation to drive product growth, rather than just tactics or user acquisition. It discusses when growth hacking is most applicable and examples of common growth drivers like user acquisition, activation, referral, and retention. The document concludes by outlining the typical growth hacking process of identifying metrics to optimize, developing hypotheses, running experiments, analyzing results, and systematizing learnings.
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Introduces growth hacking fundamentals by Anna Rehermann and outlines the agenda, including misconceptions, real deals, growth stages, examples, and processes.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Details the growth hacking funnel stages; Acquisition, Activation, Retention, Referral, and Revenue, utilizing Uber as an example for demonstration.
Details the growth hacking funnel stages; Acquisition, Activation, Retention, Referral, and Revenue, utilizing Uber as an example for demonstration.
Details the growth hacking funnel stages; Acquisition, Activation, Retention, Referral, and Revenue, utilizing Uber as an example for demonstration.
Details the growth hacking funnel stages; Acquisition, Activation, Retention, Referral, and Revenue, utilizing Uber as an example for demonstration.
Details the growth hacking funnel stages; Acquisition, Activation, Retention, Referral, and Revenue, utilizing Uber as an example for demonstration.
Addresses misconceptions like equating growth hacking with digital marketing and highlights that hacks cannot be simply copied due to varying variables.
Focuses on leveraging product insights for growth, exemplified by Facebook’s and Twitter’s critical user engagement moments.
Focuses on leveraging product insights for growth, exemplified by Facebook’s and Twitter’s critical user engagement moments.
Focuses on leveraging product insights for growth, exemplified by Facebook’s and Twitter’s critical user engagement moments.
Emphasizes a rapid experimentation process involving collaborative brainstorming and systematic testing to foster growth.
Discusses specific growth stages (Problem-Solution Fit, Product-Market Fit, Scale Growth) and their associated experimentation strategies.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Identifies user acquisition strategies and other growth drivers, such as platform integrations, free tools, and data-driven growth.
Highlights the importance of data in growth strategies, with examples illustrating retention and activation metrics driving user engagement.
Highlights the importance of data in growth strategies, with examples illustrating retention and activation metrics driving user engagement.
Highlights the importance of data in growth strategies, with examples illustrating retention and activation metrics driving user engagement.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
Outlines steps to initiate the growth hacking process, emphasizing metric improvement through brainstorming, experimentation, and analysis.
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Similar to Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)
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- 2. AGENDA 1. What isGrowth Hacking? a. Growth Hacking Misconceptions b. Growth Hacking - The Real Deal 2. When to Growth Hack? 3. Examples of Growth Drivers 4. How to get started with the Growth Hacking Process?
- 3. 1 WHAT IS GROWTHHACKING?
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- 6. GROWTH HACKING MISCONCEPTIONS& THE REAL DEAL Misconceptions: ● Growth Hacking = Digital Marketing ● Copying “Growth Hacks” Works ● Growth Hacking Is About Tactics - Finding a Silver Bullet ● Growth Hacking = User Acquisition What It Really Is: ● Product as Growth Driver ● Experimentation & Rapid Testing ● Process Driven Approach
- 7. GROWTH HACKING =DIGITAL MARKETING?
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- 9. “How this startupgrew from 250 to 5,000 users in 24 hours with this simple growth hack” Some of the top posts in growthhackers.com: ● How we Figured Out What Makes People Love Ghost 1,000% More ● 15 Twitter Hacks That Will Turn You Into a Twitter Ninja ● 10 Brilliant Marketing Stunts That Put Startups On The Map Read ● The 3 hacks that got SpringSled 138,790 users in less than 40 days ● How to Gather 100,000 Emails in One Week (Includes Successful Templates, Code, Everything You Need) GROWTH HACKING MISCONCEPTIONS
- 10. On GrowthHackers.com, categoriesinclude… GROWTH HACKING MISCONCEPTIONS
- 11. ABOUT COPYING “GROWTHHACKS”...
- 12. “Growth Hacks” can’tbe duplicated, there are too many variables: ● Different audiences ● Different contexts ● Different products ● Different user experiences ● Different motivations ● Different times ● Etc. COPYING GROWTH HACKS
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- 15. Don’t blindly copythings - do what works best for you COPYING GROWTH HACKS
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- 18. THE GROWTH HACKINGFUNNEL
- 19. Acquisition = gettingpeople to come to your site THE GROWTH HACKING FUNNEL
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- 21. Activation = gettingpeople to take the required action, e.g. purchase, sign up THE GROWTH HACKING FUNNEL
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- 23. Retention = gettingusers to come back to your site THE GROWTH HACKING FUNNEL
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- 25. Referral = gettingactive users to refer others THE GROWTH HACKING FUNNEL
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- 28. Revenue = monetisingactive users THE GROWTH HACKING FUNNEL
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- 30. GROWTH HACKING =USER ACQUISITION?
- 31. GROWTH HACKING =USER ACQUISITION?
- 32. Viddy is a socialvideo application that enables its users to capture, edit, and share videos, photos, and collages with friends. EXAMPLE: VIDDY
- 33. EXAMPLE: VIDDY ‘The InstagramFor Video’ Celebrity users like Mark Zuckerberg, Justin Bieber, Snoop Dogg, and T-Pain Funding Raised $30 million in May 2012 Valued at $370 million Investors like Twitter co-founder Biz Stone, Shakira, and Jay-Z's Roc Nation
- 36. EXAMPLE: VIDDY Returned $18million of its big funding round to investors Bought out by Fullscreen
- 37. Optimize Optimize Optimize Optimize Optimize GROWTH HACKING= USER ACQUISITION?
- 38. PRODUCT AS GROWTHDRIVER
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- 40. The Aha! moment Manyleading tech companies have promoted “aha moments”—the instant a user understands the value of their product—as a key to growth. Credit: Chamath Palihapitiya and Facebook’s “aha moment”
- 41. → Facebook’s ”5friends in 10 days” insight PRODUCT AS GROWTH DRIVER
- 42. PRODUCT AS GROWTHDRIVER → Twitter’s ”follow 30 people” insight
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- 44. HIGH TEMPO TESTING →Growthhackers.com grew from 90,000 MAU to 152,000 MAU in eleven weeks without spending a dollar on advertising or increasing the size of their growth team HOW? ● Including all stakeholders (interns, community members, developers, growth team, etc.) in ideation brainstorming ● Kicking off 3 experiments per week EXPERIMENTATION AND RAPID TESTING
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- 46. WHEN TO GROWTHHACK? 2
- 47. GROWTH STAGES Problem-Solution FitProduct-Market Fit ScaleGrowth
- 48. GROWTH STAGES Problem-Solution FitProduct-Market Fit ScaleGrowth Focus: Validated Learning Experiments: Pivots Terrain: Qualitative Focus: Growth Experiments: Optimisations Terrain: Quantitative
- 49. GROWTH STAGES -PRODUCT MARKET FIT
- 50. GROWTH STAGES -PRODUCT MARKET FIT
- 51. GROWTH STAGES -PRODUCT MARKET FIT
- 52. How would youfeel if you could no longer use my product? XX GROWTH STAGES - PRODUCT MARKET FIT
- 53. GROWTH STAGES -PRODUCT MARKET FIT
- 54. EXAMPLES OF GROWTHDRIVERS 3
- 55. GROWTH STAGES -GROWTH Problem-Solution Fit Product-Market Fit ScaleGrowth ● Identify repeatable, scalable user acquisition channels ● Identify your must-have user experience and maximise % of users that gets there ● Develop viral loops ● Set up retention mechanics ● Focus on 1 metric and optimise 1 stage of the funnel at a time
- 56. 1) User Acquisition ○Platform Integrations ○ Embeds ○ Powered by ○ Free Tools ○ SEO (Landing Pages) ○ Affiliate Programs and Partnerships 2) Activation ○ Data Driven Growth 3) Referral ● Virality 4) Retention ● Community GROWTH DRIVERS
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- 71. SourceL http://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx Companies with10+ landing pages get 55% more signups
- 73. Each page shouldbe 90% unique: •Different offers •Different customer segments •Different unique selling points
- 74. USER ACQUISITION Affiliate Programs& Partnerships
- 75. AFFILIATE PROGRAMS &PARTNERSHIPS
- 76. AFFILIATE PROGRAMS &PARTNERSHIPS
- 77. AFFILIATE PROGRAMS &PARTNERSHIPS
- 78. AFFILIATE PROGRAMS &PARTNERSHIPS
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- 82. DATA DRIVEN GROWTH ChenLiWang, who runs growth at Dropbox, has noted that the best indicator of whether someone will continue using Dropbox is when they put at least one file in one Dropbox folder.
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- 84. REFERRAL / USERACQUISITION Virality
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- 93. HOW TO GETSTARTED WITH THE GROWTH HACKING PROCESS? 4
- 94. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve and develop OKRs Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
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- 96. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 97. FOUNDATION 1: IDENTIFYMETRIC TO IMPROVE Example: Hello Bar Funnel → Low installation rate
- 98. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 99. FOUNDATION 2: COLLECTDATA Example: Hello Bar Identify the Problem - Why don’t people install?
- 100. FOUNDATION 2: COLLECTDATA Example: Hello Bar Identify the Problem - Why don’t people install?
- 101. Example: Hello Bar Identifythe Problem - Why don’t people install? FOUNDATION 2: COLLECT DATA
- 102. Example: Hello Bar Identifythe Problem - Why don’t people install? FOUNDATION 2: COLLECT DATA
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- 104. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 105. 1) Test 2different value propositions 2) Offer more installation options 3) Redesign the Hello Bar 4) ….. BRAINSTORM IDEAS
- 106. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 107. STEP 3: DEVELOPHYPOTHESES Example: Hello Bar Hypothesis:
- 108. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 109. STEP 4: RUNTHE EXPERIMENT Example: Hello Bar New Work Flow
- 110. Example: Hello Bar NewWork Flow STEP 4: RUN THE EXPERIMENT
- 111. Example: Hello Bar NewWork Flow (41.67% responded with “WordPress Plugin”) STEP 4: RUN THE EXPERIMENT
- 112. Example: Hello Bar NewWork Flow (25% responded with “Email my developer / web designer”) STEP 4: RUN THE EXPERIMENT
- 113. Example: Hello Bar NewWork Flow STEP 4: RUN THE EXPERIMENT
- 114. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 115. STEP 5: ANALYSERESULTS Example: Hello Bar Funnel
- 116. Example: Hello BarFunnel STEP 5: ANALYSE RESULTS
- 117. GROWTH HACKING PROCESS Focuson one metric at a time and optimize it through a process of experimentation. Step 3: Develop Hypotheses Step 4: Run the Experiment Step 5: Analyse Results Step 6: Systemise and Repeat Foundation 1: Identify metric to improve Foundation 2: Collect qualitative and quantitative data to understand the reason behind the bad performance Step 1: Brainstorm ideas how to improve the metric Step 2: Prioritize the Ideas
- 118. STEP 4: RUNTHE EXPERIMENT New Work Flow
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