Season 1 episode 0 of Growth Hacking Paris Meetup with Oussama Ammar (The Family) and myself (Willy Braun - France Digitale)

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What is Growth Hacking
Who is the Growth Hacker
What this guy does concretely - case studies
The holy sources
The 3D of Trinity

4. This is growth hacking

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. 2. 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 GH do

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. Circle of friends
– Discovered that moms on Circle of Friends were far more active than other users:
• Their messages to one another were on average 50% longer.
• They were 115% more likely to attach a picture to a post.
• They were 110% more likely to engage in a threaded (i.e. deep) conversation.
• They were 75% more likely to click on Facebook notifications.
• They were 180% more likely to click on Facebook news feed items
• They were 60% more likely to accept invitations to the app.
– Pivoted entire company from Circle of Friends to Circle of Moms.
– Grew from 2MM monthly active users to 4.5MM – Sold to Sugar Inc.

16. 3. AirBnB & Craiglist

17. 3. AirBnB & the photos
Went from 20 photographers in the field
in 2011 to doing 5,000 shoots per month.

18. 4. Dropbox - acquisition
Bonus : kick ass video full of MEMES
(you have to understand the culture, remember)

19. 4. 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.

20. 5. Twitter 30 follows

21. 6. Living social - Referral
Insight:
– Building an audience can be outside of the core product experience.
– Giving away deals is cheaper than giving away cash.
• Hack:
– Building a purely viral Facebook app called Pick Your 5, and growing virally
until pivoting to daily deals.
– A new twist on refer-a-friend with the 3-and-free dynamic.
•Result:
– 10’s of millions of Facebook app installs
– 70MM users as of 11/12

22. The holy sources
A. Analytics
B. Trying always new things

23. A. Analytics
Deep dive vs spot check

24. A. Analytics
Frameworks
Funel : the simplest the more powerfull
Get visitors -> activate members -> retain users
Stay simple : core metrics + simplest framework possible
(the math gets easy : XYZ)
AARRR
To focus on referal (cf viral loop) + revenue ($ matters at the end)

25. A. Analytics
Vanity metrics
Hypothesis
Correlation-causality

26. A. ANALYTICS
PS : for those who think this
all is easy, just one quick story:

27. B. Always trying new things
Growth hacking is like x-> e^x
But we always finish on a plateau
Not a single sprint : it’s like interval training

28. B. Always trying new things
Imagination is KEY!

29. V. The 3D Of Trinity
Design, data, distribution

30. Next episodes of GH

31. Credit