A Growth Hacking Workshop by comOn presented at APPM's Marketing Marathon 2016 with João Vitória and Filipe Almeida.

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PS: I love you.
The Growth Hacking Mindset
APPM Marketing Marathon 2016

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Love helps growth.

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Love helps all the time.
Having ideas.
Setting up a plan.
Selling your vision.

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Love gets us committed.

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Committed to marketing?
Get ready to be committed
to technology, content,
trends, behaviours and
everything you can get
your hands on.

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Committed to marketing?
Get ready to be committed
to technology, content,
trends, behaviors and
everything you can get
your hands on.

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Where do we start?

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Launched in July 1996.
(feeling old?)

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“PS: I love you. Get your free e-­‐mail at Hotmail”
Reached 1 million users in 6 months.

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They got loved back.

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Internet users in December 1997 – 70 million
User share in December 1997 – 17,14%
Source: IDC, Internet World Stats.

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If Hotmail made it today...
In December 2014
– 527 million
– 7.3% of the world’s population
In 18 months.

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With a signature.

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With a signature. Now THAT is remarkable!

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Even before “Growth Hacking”
became a buzzword.

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Feel happy, growth hacking is
easier if you are Portuguese.

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The #1 word that the English
language wished it had?
Source: Cracked.com

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The #1 word that the English
language wished it had?
Desenrascanço.
Source: Cracked.com

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“To pull a MacGyver.”
Source: Cracked.com

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Growth hacking came from necessity.

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“Growth Hacking is more of a
mindset than a toolkit”
Aaron Ginn, Head of Growth, Stumbleupon

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The world sucks for startups.

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Limited resources.
Little marketing experience.
No brand equity.
Extreme uncertainty.
Fierce competition.

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Competitors
look
like
giants.

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“In the absence of big budgets,
startups learned how to hack the
system to build their companies.”
Micah Baldwin, Founder, GRAPHIC.LY

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Airbnb
Uber
Netflix
Examples
Hotels
Taxis
Blockbuster
VS

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Let’s learn from startups.
We have shared goals.

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Traffic, engagement, purchases,
loyalty, referrals.

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We have shared troubles.

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Success*
Read something
Have an idea
MVP
Launch
Overnight success
*as they say it happens

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Read
something
Have
an idea
MVP
Launch
Network
Work like crazy
Fail a lot
Life happens
Fail again
Overnight success
(to everyone not watching)
Success*
*what really looks like

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Awareness
Revenue
Retention
Referral

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Awareness
Revenue
Retention
Referral
X
-­‐10x
-­‐10x
Y

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Everybody has to be
very creative to grow.
But startups are faster and leaner
than established companies.

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“You never stop as a growth hacker.
Facebook still has a growth team and
they have a billion users.”
Blake Commagere, Founder, Mediaspike

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Creative
Marketing
Engineering &
Automation
Data Analytics
& Testing
Growth Hacking

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But tips and tricks on their own fall short.
We need to make them our own.

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Growth hacking can become
what it’s not supposed to be.
A “box”.

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Zeitgeist
What we do
well
The right time
and context
Killer Ideas
The creativity engine

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Killer ideas get you to the next zero.
From 10,000 to 100,000 to 1,000,000.

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Let’s go get that next zero.

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Awareness
Revenue
Retention
Referral
X
-­‐10x
-­‐10x
Y

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Appsumo -­‐ Giveaways
After 25 giveaways, Appsumo got 528k subscribes and generated 886k USD in revenue.

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Postcron – Incentives for reviews
In 5 months Postcron went from 150.000 to 2.000.000 accounts. /

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Airbnb – Personalised referral programs
Through referrals, Airbnb increased reservations by more than 25%

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Dropbox – K.I.S.S.
Dropbox increased installations by 250% with a simple referral program

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Awareness
Revenue
Retention
Referral
X
-­‐10x
-­‐10x
Y

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Tap My Back – Gamification & Recognition

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Uber – Find a enemy

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Twitter – Value since the 1st interaction

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Going old school -­‐ SMS
SMS -­‐ 99% open rate and 19% click rate
Email -­‐ 22% open rate and 4% click rate

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Staples.pt -­‐ User feedback
Hotjar and Qualaroo are good tools to get user feedback

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Awareness
Revenue
Retention
Referral
X
-­‐10x
-­‐10x
Y

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Awareness
Revenue
Retention
Referral
X
-­‐10x
-­‐10x
Y

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Committed to marketing?
Get ready to be committed
to technology, content,
trends, behaviors and
everything you can get
your hands on.

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24 Growth Hacking Tips
Survival Book
http://www.slideshare.net/elemen2

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Hashjacking
How to blog relevant content
Gain prospects from Twitter
Attract users with the right triggers
Integrate with popular platforms

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Zeitgeist
What we do
well
The right time
and context
Killer Ideas
The creativity engine

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Case 1: The Selfie.

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Technology: Smartphone
Content: Users
Trend: Take pictures
Behavior: Post on social media

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Cost: Vinyl
Technology: Smartphone
Content: Users
Trend: Take pictures
Behavior: Post on social media
Your brand here.

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Why: Front facing cameras
Technology: Smartphone
Content: Users
Trend: Take pictures
Behavior: Post on social media
Won’t work today.

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What we do well: Understand
how users behave.

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Zeitgeist: Selfies.

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The right time and context…
Adapting the medium to the behavior.

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Make it your own.
Hack everything you can find.

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Challenge 1: Selfies.

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Retail
OOH

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Case 2: Sports Events.
(Also known as “that’s great, but nothing like that would be possible in Portugal”.)

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https://www.youtube.com/watch?v=jAF2hZxdFRE

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What they do well: Video, promo
and activation.

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Zeitgeist: Soccer. It’s Portugal…

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The right time and context…
Until Benfica was down by three.
(Yes, I know that this weekend wasn’t that great either.)

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Results?

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Challenge 2: Sports Events.

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Pre-­‐Game
Half-­‐Time

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Case 3: How to use video?

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Cases.
https://www.youtube.com/watch?v=HSJMoH7tnvw

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What they do well: Video and
crazy ideas.

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Zeitgeist: Fail videos.

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The right time and context…

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Results?

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Challenge 3: How to use video?

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Get users to create content
Get users to share content

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PS: I love you.

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PS: We love you.

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PS: We love you.
Only black and purple capsules please.

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Filipe Almeida
Head of Media&Intelligence
filipe.almeida@comon.pt
João Vitória
Chief Growth Officer
jv@comon.pt
Thank
you!