1. «growth hacking»

2. (online) marketing
product
development
customer growth
acquisition
usability hacking
…

3. growth hacking
April 27th, 2012 at 8:30
am
@andrewchen:
«Growth Hacker is the new VP or
Marketing»
http://andrewchen.co/2012/04/27/how-
to-be-a-growth-hacker-an-
airbnbcraigslist-case-study/
“Growth hackers are a hybrid of marketer and coder, one
who looks at the traditional question of “How do I get
customers for my product?” and answers with A/B tests,
landing pages, viral factor, email deliverability, and Open
Graph.”

4. “Product and marketing teams are usually disparate, with the product team focusing on
building features while the marketing team focuses on strategies it can implement
without tech intervention. Growth hackers bridge this divide.”
development:
-features Marketing:
-sales
-debugging -distribution
(traditional)
-security - «result» metrics
-scalability
Growth hacker Inability to influence
Limited «tech -user acquisition the product. Traditional
focus» – usually and retention approach «marketing
can’t see through product strategy, etc…»
business/marketing - The multiplier «product as is»
goals effect «narrow focus on
sales»
- Technical & marketing chops
= Ability to execute on its own.

5. Build it and they nobody will come
From MEDIA distribution to API distribution
“For the first time ever, it’s possible for new
products to go from zero to 10s of millions users
in just a few years.”
“Today, a stronger distribution strategy can beat a superior product.”
“One person with both technical and marketing skills can reduce
friction and facilitate rapid iteration."
“The important parts of “growth hacking” […] is that you see
opportunities from API documents and integration hooks and
understand them from a marketing perspective, from a manipulation
and growth perspective.”

6. CREATIVIT
Y
(build)
“If you make one
tweak, you should
know or estimate
DATA the impact it will TEST
(learn) make in your
product, directly (measure)
and indirectly.”
«Most tests fail so growth hackers normally do 15-20
tests a day in order to find 1 or 2 improvements»

8. Airbnb & Craiglist Integration

9. Path – inactive users

10. SlideShare - FB

11. WSJ - WiFi

12. conclusion
- Growth as the only way to success
- Distribution within product as multiplier
- The «glue» between dev and marketing
- «Experimentation» approach – proven toolkit