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Growthhacking
évolutionourévolutionmarketing?
OussamaAmmar
1
1
1
2
1
3
What is Growth Hacking?
Who is the Growth Hacker?
What this guy does
concretely - case studies
This is growth
hacking
What is Growth Hacking?
GH looks like a mix of everything:
Psychology, copywriting, digital
marketing, analytics, front-end dev,
back-end dev, anthropology.
What is a growth
hacker?
If you wanted to recruit a GH,
what would you look for?(Q/A)
Let’s look at Facebook
In their early days the Growth Team
was composed of Chamath
Palihapitiya, Blake Ross, Andy Johns,
Javier Olivan…
Let’s look at Facebook
You don’t know these guys?
Let’s look at their skills:
- direct acquisition,
- front-end development & design,
- back-end development,
- data science.
So basically if you want to hire a
GH, you are just looking for
someone to cover the full
spectrum of a startup. 
!
Inspector gadget x superman?
No job description
You can’t tell what a growth hacker should
be like.
A growth hacker is just
someone who is
obsessively focused on
growth and only on
growth* 
*if you think it’s like the CEO I would
be worried about your your treasury
He should be either autonomous on
most matters or/and someone who
could use the core team skills to
ensure the growth
What does the growth hacker
do concretely?
1. Let’s go back to facebook 
Traction since it was hot.
But they’ve spoted that to activating new user -> 7
mails

PS: what’s your risk of spaming (especially in the
early days?)
+ easier to activate with female
2. AirBnB & Craiglist
2. AirBnB & the
photos
Went from 20 photographers
in the field in 2011 to doing
5,000 shoots per month.
3. Dropbox -
acquisition
3. Dropbox - Referral
PROBLEM:
revenue = $99 
CAC = $300 
referal : free space for (Acquisition + Activation) -> 

 
 
– Users sent 2.8 million direct referral invites in April 2010.
– In Sept. 2008 the service had 100,000 registered users.
– In Jan 2010 (15 mos.) the service had 4,000,000.
3. Dropbox - Bonus
Kick ass video full of MEMES
(you have to understand the culture, remember)
CONCLUSION

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#SCMW2014 - Growth Hacking - Evolution ou Revolution Marketing ? par Oussama Ammar

  • 1. !!!The information contained in this document is being provided on a confidential basis to the recipient solely for the purpose of evaluating TheFamily (“TheFamily” or the “Company”). The document is intended for the exclusive use of the persons to whom it is given. By accepting a copy of this document, the recipient agrees, for itself and its related bodies corporate, and each of their directors, officers, employees, agents, representatives and advisers, to maintain the confidentiality of this information. Any reproduction or distribution of this document, in whole or in part, or any disclosure of its contents, or use of any information contained herein for any purpose other than to evaluate an investment in the Association, is prohibited. The information contained in this document or subsequently provided to the recipient whether orally or in writing by, or on behalf of the Association, or any of its respective related bodies corporate, or any of their respective partners, owners, officers, employees, agents, representatives and advisers (the “Parties”) is provided to the recipient on the terms and conditions set out in this notice.
  • 3. 1 1 1 2 1 3 What is Growth Hacking? Who is the Growth Hacker? What this guy does concretely - case studies
  • 5. What is Growth Hacking? GH looks like a mix of everything: Psychology, copywriting, digital marketing, analytics, front-end dev, back-end dev, anthropology.
  • 6. What is a growth hacker? If you wanted to recruit a GH, what would you look for?(Q/A)
  • 7. Let’s look at Facebook In their early days the Growth Team was composed of Chamath Palihapitiya, Blake Ross, Andy Johns, Javier Olivan…
  • 8. Let’s look at Facebook You don’t know these guys? Let’s look at their skills: - direct acquisition, - front-end development & design, - back-end development, - data science.
  • 9. So basically if you want to hire a GH, you are just looking for someone to cover the full spectrum of a startup. ! Inspector gadget x superman?
  • 10. No job description You can’t tell what a growth hacker should be like.
  • 11. A growth hacker is just someone who is obsessively focused on growth and only on growth* *if you think it’s like the CEO I would be worried about your your treasury
  • 12. He should be either autonomous on most matters or/and someone who could use the core team skills to ensure the growth
  • 13. What does the growth hacker do concretely?
  • 14. 1. Let’s go back to facebook Traction since it was hot. But they’ve spoted that to activating new user -> 7 mails
 PS: what’s your risk of spaming (especially in the early days?) + easier to activate with female
  • 15. 2. AirBnB & Craiglist
  • 16. 2. AirBnB & the photos Went from 20 photographers in the field in 2011 to doing 5,000 shoots per month.
  • 18. 3. Dropbox - Referral PROBLEM: revenue = $99 CAC = $300 referal : free space for (Acquisition + Activation) -> – Users sent 2.8 million direct referral invites in April 2010. – In Sept. 2008 the service had 100,000 registered users. – In Jan 2010 (15 mos.) the service had 4,000,000.
  • 19. 3. Dropbox - Bonus Kick ass video full of MEMES (you have to understand the culture, remember)