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Think Like A Growth Hacker

Video of the presentation here... http://youtu.be/Z9LW6je-Scw

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Think Like A Growth Hacker

  1. Think Like A 
growth hacker
  2. What is agrowth hacker ?
  3. Sean Ellis’ Definition
 http://startup-marketing.com/""A growth hacker is a person whose truenorth is growth.  Everything they do isscrutinized by its potential impact onscalable growth.  Is positioning important? Only if a case can be made that it isimportant for driving sustainable growth(FWIW, a case can generally be made)."
  4. Growth Hacker is the new VP of Marketing
by Andrew Chen"http://andrewchenblog.com/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/
"Growth hackers are a hybrid of marketer and coder, onewho looks at the traditional question of “How do I getcustomers for my product?” and answers with A/B tests,landing pages, viral factor, email deliverability, and OpenGraph. On top of this, they layer the discipline of directmarketing, with its emphasis on quantitative measurement,scenario modeling via spreadsheets, and a lot of databasequeries. If a startup is pre-product/market fit, growthhackers can make sure virality is embedded at the core of aproduct. After product/market fit, they can help run up thescore on what’s already working."
  5. “The fastest way to spread yourproduct is by distributing it on aplatform using APIs, not MBAs.” 
 - Andrew Chen"
  6. Viral GrowthSustainable Growth
  7. Viral Coefficient  Viral Coefficient = # of Invites * Conversion % 1 = 10 * 10% " " " "      
  8. Simple Viral Growth K=1Lessons  Learned  –  Viral  Marke0ng  by  David  Skok  h8p://www.forentrepreneurs.com/lessons-­‐learnt-­‐viral-­‐marke0ng/  
  9. Simple Viral Growth K = 2Lessons  Learned  –  Viral  Marke0ng  by  David  Skok  h8p://www.forentrepreneurs.com/lessons-­‐learnt-­‐viral-­‐marke0ng/  
  10. Viral Cycle Time•  Lessons  Learned  –  Viral  Marke0ng  by  David  Skok  •  h8p://www.forentrepreneurs.com/lessons-­‐ learnt-­‐viral-­‐marke0ng/  
  11. If Viral Coefficient < 1  NOT True Viral Growth  
  12. If Viral Coefficient < 1YOU Must retain active users
  13. Analytics• Daily Active Users• Monthly Active Users
  14. Sustainability
  15. Viral Loop
  16. Viral  Growth  =  Customers are FreeViral  Loop  =  Customers at a discount
  17. The 4 Ways Customers Drive Sustainable Growth    1. Word of Mouth2. A Side Effect of Using the Product3. Paid Advertising4. Repeat Use
  18. 1. Word of Mouth–  When  people  love  your  product,  they’ll  tell  other  people  about  it.  Great  word  of  mouth  is  oIen  the  Holy  Grail  of  adver0sing.  It’s  cheap,  incredibly  effec0ve,  but  also  difficult  to  build  deliberately.      
  19. why people shareThe  following  is  roughly  adapted  from  Dr.  Robert  Cialdini’s  “6  Principles  of  Persuasion”  Prestige -­‐  I  will  be  viewed  as  important  because  I  am  associated  with  an  important  brand.      Authority -­‐  people  will  look  up  to  me  because  I  know  about  things  first.      Likable -­‐  people  will  like  me  because  I  share  things  that  make  their  life  be8er.  
  20. Consistency -­‐  I  liked  it  before  so  I  need  to  con0nue  to  like  it  or  I  will  be  in  conflict  with  myself.      Social Proof -­‐  Everyone  else  likes  it,  so  I  do  too.  (Social  proof)    Scarcity  -­‐  Purchase  if  quan00es  are  perceived  to  be  scarce      Influence:  The  Psychology  of  Persuasion  (Collins  Business  Essen9als)  by  Robert  B.  Cialdini  h8p://www.squeezedbooks.com/ar0cles/influence-­‐the-­‐psychology-­‐of-­‐persuasion-­‐(collins-­‐business-­‐essen0als).html      
  21. Social Design   https://developers.facebook.com/socialdesign/Social  Design  is  a  way  of  thinking  about  product  design  that  puts  social  experiences  at  the  core.  Create  these  social  experiences  with  the  features  available  on  Facebook  Pla_orm.  
  22. 2. A Side Effect of Using the Product–  Many  products  adver0se  themselves.  iPhones,  Coach  purses,  and  Gmail  are  great  examples.  Simply  by  using  a  product,  a  customer  adver0ses  your  product  to  people  around  them.  
  23. h8ps://developers.facebook.com/docs/opengraph/  h8ps://developers.facebook.com/docs/bestprac0ces/  
  24. 3. Paid Advertising–  This  is  what  most  businesses  rely  on.  As  long  as  you’re  able  to  keep  the  cost  of  adver0sing  below  your  marginal  revenue  from  the  campaign,  you’ll  do  just  fine.  Businesses  run  into  problems  when  they  don’t  keep  adver0sing  costs  under  control.  To  help  you  do  this,  make  sure  you’ve  built  a  system  that  can  track  the  effec0veness  of  the  ads  (Google  Analy0cs,  coupon  codes,  etc).    
  25. 4. Repeat Use–  Many  products  need  to  be  bought  repeatedly  in  order  to  con0nue  to  use  them.  Magazine  subscrip0ons,  supplements,  Ne_lix,  and  web  hos0ng  are  all  examples  of  this.  When  you  have  a  product  that  requires  repeated  purchases,  you  only  have  to  obtain  a  small  number  of  new  customers  to  keep  growing.  
  26. Repeat Use•  Be Awesome•  Invested in the productFacebook, LinkedIn, Dating Sites,Luminosity, Pandora"•  Reminder/Re-engageSocial Media, Email Marketing, PushNotification"
  27. Think Like A 
growth hacker•  Always think about growth•  Look at all communication platforms as a tool•  Learn from others (ventures and disciplines)
  28. TimHomuth@gmail.comlinkedin.com/in/TimHomuthfacebook.com/TimHomuthtwitter.com/TimHomuth