1. How you can embrace the
“Growth Hacking” mindset
Anne Taylor Hartzell
@hiptravelmama

4. LET’S GROW TOGETHER
• THINK LIKE A STARTUP
• THE BEST IDEAS DON'T COST A LOT
• GROWTH HACKING DEFINED
• TODAY’S MARKETER: DATA AND TOOLS
• POWERFUL PR
• GROWTH HACK CASE STUDIES
• TOOLS OF THE TRADE
•

5. WHAT IS GROWTH HACKING?
• Defined: Growth hacking is a marketing technique
developed by technology startups which uses creativity,
analytical thinking, and social metrics to sell products
and gain exposure.
• “A growth hacker is a person whose true north is
growth.” – Sean Ellis, Author of Growth Engines [coined
the term]
• Growth hacking is experiment-driven marketing
• “Growth hacking is the new VP of Marketing.” – Andrew
Chen

6. THE GROWTH HACKING MINDSET
• Think like a startup. Lean and scrappy
• Think like your customer
• Use data + social tools to listen and learn
• Refine and repeat
• Create loyal customers who love your product
and want to share it with others
• Get your “hustle on”

7. “A growth hacker doesn't see marketing as
something one does, but rather as something one
builds into the product itself. The product is then
kick-started, shared and optimized.”
- Ryan Holiday, Author of Growth Hacker
Marketing

8. THINK LIKE A STARTUP
• Primary goal is customer growth
• Fast growth, lean budgets
• Test and learn is the mantra
• Not afraid to fail
• Find efficient ways to build customer loyalty and
convert them into product evangelists

9. WHO IS YOUR CUSTOMER

10. GETTING TO KNOW YOUR CUSTOMER
• Think like your customer
• Understand how they consume and share content
• Use social media to mine for organic conversations
• What is your customer searching for?
• What voices and networks influence their purchase
decisions?
• What are your customers saying and sharing with
eachother?

11. DATA AND TOOLS: LISTENING + LEARNING
WHAT INFLUENCES OUR CUSTOMERS

12. HACKING THE HASHTAG
Tips from hashtracking.com:
•Identify top lists for popularity (who is being RT +
messaged the most)
•Create or follow competitor hashtags to look at
their top lists and discern who stands out in
parallel communities.
•ID buzz words + other hashtags to identify hot
topics that resonate with audience
•Target contributor lists for following and engaging

14. POWERFUL PR: YOUR JOB AS A
STORYTELLER
• The better you know your customer, the better your
pitch will be
• How does your customer consume content?
• How can you create a compelling story around your
brand or product?
• What publications or blogs do your customers read?
• How do you evoke an emotional connection with
you customers?
• What will encourage them to share or take action?

15. CREATING LOYAL FANS
• Solve a real problem for your customers
• Be so good they want to share it with friends
• Reward them for drive loyalty
• Share their stores
• Listen and learn and refine
• Dare greatly

17. UBER
• EMOTIONAL CONNECTION
• SCRAPPY

19. AIRBNB
4 Million Guests, 3 Million Guests Traveled On
Airbnb in 2012 alone.
SOURCE: http://growthhackers.com/companies/airbnb/

21. Other Growth “Hacks”
• Hotmail: Get your free email
• Dropbox: Refer a friend. Get more storage

22. TOOLS OF THE TRADE
• What are people searching for? Google Ad Words
• Ask questions: social media, email, Survey Monkey,
Google docs
• Connect w/ influencers: blogger + influencer
campaigns
• Create a hashtag campaign: Hashtracking.com
• Test what content is working? Social and web
analytics
• Get support and ideas: Growthhackers.com

24. BEFORE YOU GO
• Think like a startup.
• “Hustle” for your customer
• Use data and tools to test messages
• Take a page from growth hacker masters

25. Resources
TBEX “Think like a Startup” Pinterest Board:
http://www.pinterest.com/hiptravelmama/tbexcancun-think-like-a-Share your story with me anne@hiptravelmama.com
Connect:
Twitter: @hiptravelmama
Linked In: /annetaylorhartzell