Growth Hacking Workshop
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@yongfook!
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Blog!
yongfook.com
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2012: fancypreneur 2014: nakedpreneur
Previously on @yongfook!
CTO of #2 biggest luxury ecommerce site in Japan!
Director at Cookpad, Japan’s biggest recipe portal!
Director of Social Media at Leo Burnett!
Founder of Open Source Food (acquired)!
Founder of Pitchpigeon (acquired)

In between the!
fun games!
I’ve been building!
a software company.
beatrixapp.com

6 months to USD $2k monthly SaaS
Monthly Paying Customers (avg. $30 plan)
80
60
40
20
0
Google: yongfook digital nomad
August September October November December January February
$2k
Koh Samui, Phuket, Kuala Lumpur, Penang, Melaka, Bangkok

August 2014
200+ paying subscribers!
and the app is pretty sweet now
100,000+ keywords, multimedia content suggestions

Growth Hacking

Today’s Workshop!
5 Famous Growth Hacks!
5 Super Fast Growth Hacks!
5 Long Game Growth Hacks!
Activity Time!!
QA

The 5 Most!
Famous!
Growth Hacks!
of All Time

1. The Little Bighorn
If your target market is difficult to reach,
instead of tackling it head on, go after an
adjacent market in order to stimulate demand.
Made Famous by…

#tweetable!
Begin with a !
well-defined target market !
and expand over time.

2. The Waiting List
Instead of letting users sign up and start using
your service immediately, put them into a
waiting list which you slowly work through.
Made Famous by…

#tweetable!
Exclusivity is a powerful marketing!
tool but it’s impossible to fake.

3. The Cross Post
A feature on your app allows a user to post to
one of their existing social networks, usually
with a line that credits your app in some way.
Made Famous by…

4. The Powered By…
Get your users to advertise you. Put your
company name and a call to action at the
bottom of all the content your users create.
Made Famous by…

5.The Back Scratch
Incentivise users to invite their friends by offering a 2-
way reward. A reward for the friend who gets invited,
and a reward for the person who did the inviting.
Made Famous by…

5 Super Fast!
Growth!
Hacks

1. The Bio Hack
Add your company name/url to every social profile
you create. E.g. “Posted by Jon @ beatrixapp.com” - a
simple way to passively increase exposure.

2. Disable Back Navigation Hack
On signup forms, disable back navigation to prevent
users from exiting the form. This helps to increase
form completion rates.
Can’t close this popup!!

3. Google Authorship Hack
Uh Oh!
Add Google Authorship tags to your blog content.
This makes a profile picture appear by your blog posts
in SERPs, helping to increase clickthroughs.
Boring…!
ooh nice!!

#tweetable!
Some marketing tactics become!
ineffective over time. !
Exploit them while you can!

4. Open Graph Image Hack
Add an open graph-optimized image to your best blog
content with a title and graphic. This helps to increase
clicks and shares on Facebook.
Big open graph image set using:!
meta property=og:image

5. Powerpoint Hack
Slideshare gets great SEO. Hijack the SERP by
converting your popular blog posts into Powerpoint
format, for posting on Slideshare.
See slideshare.net/kissmetrics for a good case study!

#tweetable!
Your blog on page 1 of google? HARD. !
Your youtube content on page 1?!
Easy(ier).

5 Long Game!
Growth!
Hacks

1. The Partner Embed Hack
Put your app / online store etc… on someone else’s
website via a partnership agreement. Do a revenue
share and everyone is happy!
well-known Japanese magazine.!
click “Shopping” and you get to…!
…a page powered by my previous company!!
= *very* high quality referrals

2. The Celebrity Endorsement
Get your app / service featured by a celebrity
(obviously for a handsome fee) with a relevant
audience for a distribution boost.
This actually happened: we engaged with
celebrity chef A (kinda famous) to
promote a frying pan sale we were doing
This led to celebrity chef B (more famous)
organically promoting the sale too, because
he saw B’s blog and likes the brand!
(not these
actual
guys!)

3. The Free Tool Hack
Create a free tool related to your main service, that
brings relevant prospects to your site and encourages
social sharing to spread the word.
Hubspot creates simple free
marketing tools to market its more
complex, paid marketing tool

4. The Integration Partner Hack
Integrate with a related / complementary service and
get listed on their site as an integration partner.
A bit of traffic and a lot of social proof

5. The Turbo Hack
Improve the speed of your app / service. Direct
correlation to conversions. Note that perceived speed
is as important as actual speed.
Actual speed: sharp decline in conversion rate as site load time increases
“perceived speed” e.g.!
make your ajax indicators
spin faster = !
app feels faster!
(I’m serious)

#tweetable!
90% of progress bars are!
lying! But they make us feel !
warm fuzzy, which is good.
(warm fuzzy is good for retention / conversion)

OOH!!
shiny!
new!
cover

I’m not a crowdfunding expert, I had to
hustle my ass off! Here’s how I did it
yongfook book preorders

#tweetable!
Crowdfunding something small !
is like launching a mini startup. !
A great way to practice marketing!

Activity Time!!
Please wait while !
I put you into groups

Lets
Growth Hack
a Fictional
Star tup!

Michelin Star !
Pet Food!
for Fancy Pets

Instant Messaging!
for Senior Citizens

Match.com!
for Foodies

Objectives:
!
1. Identify a target market
!
2. A channel to reach them
!
3. A marketing idea for that
channel: What Why
+ bonus points for growth hacky ways to increase ROI!

Simple Example (= 1 candy!)!
!
We are a fancy new vodka brand.!
!
We want to reach affluent young
professionals.!
!
We’re going to run an offline
campaign, and set up booths giving
free after-work booze outside major
offices downtown.!
!
But! we will only give drinks to !
groups of 4 or more.
(forces people to ask their friends - most likely using social media)

Rich Pet Owners / Senior Citizens / Foodies
Outbound Marketing!
Push yourself in front of
customers
Inbound Marketing!
Earn a customer’s!
interest
Channels!
Media, Trade Shows, !
Direct Sales, !
Banners, Events
Channels!
Content (Blog, Social,
Infographics, eBooks),!
Search, PPC
What / How / Why? What / How / Why?
Growth Hacking!
Maximize effects with minimal effort!

Presentations

QA

www.growthhackinghandbook.com
Now Buy The Book!!
A handy guide of 100 online
marketing tactics for your startup, !
from quick wins to complex hacks.
Buy the Book Now

Instagram / Twitter !
@yongfook!
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Blog!
yongfook.com
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