1.
FOR HACKS = 0; HACKS < 3; HACKS ++
Growth hack your business in less than a hour
@gillesbertaux - @mention - bit.ly/mention-unicorn

2.
GILLES BERTAUX
Growth Manager @ Mention
@gillesbertaux - @mention - bit.ly/mention-unicorn

3.
MEDIA MONITORING SOLUTION
Real time alerts on blogs, forums, social media, etc.
@gillesbertaux - @mention - bit.ly/mention-unicorn

4.
CUSTOMER AS A CULTURE
Building a people-first product
@gillesbertaux - @mention - bit.ly/mention-unicorn

5.
ACQUIRE TO BUILD. RETAIN TO GROW.
Kicking churn’s ass
@gillesbertaux - @mention - bit.ly/mention-unicorn

6.
THE RIGHT TEAM FOR THE RIGHT JOB
Marketers, designers & engineers dedicated to growth.
@gillesbertaux - @mention - bit.ly/mention-unicorn

7.
IN GROWTH HACKING EXPERIMENTING IS KEY
Once you find a successful hack it’s more a matter of time before it dies.
Hack adoption Curve
Still working Declining efficiency

8.
3 * (HACKS < 1 HOUR)
Experiment, learn & repeat.
@gillesbertaux - @mention - bit.ly/mention-unicorn

9.
#1 NPS: HOW WE REDUCED CHURN BY 50%
@gillesbertaux - @mention - bit.ly/mention-unicorn

10.
1 2 3 4 5 6 7 108 9
NPS: NET PROMOTER SCORE
How likely is it that you would recommend our
service to a friend or colleague?
@gillesbertaux - @mention - bit.ly/mention-unicorn

11.
To detect frustrations and pain points with our paid customers
WE AUTOMATED OUR NPS PROCESS
@gillesbertaux - @mention - bit.ly/mention-unicorn

12.
This is why we came out with our first
QUICK & DIRTY NPS-MVP SOLUTION
@gillesbertaux - @mention - bit.ly/mention-unicorn

13.
Let’s take a deep dive into
OUR NPS PROCESS

14.
Step 1: Email sent to all users 1 day after free trial ended

15.
Step 2: Sends visitor to Mention, records the « Answered
NPS Survey » event with score value and free/paid
segmentation, then redirects to a google form
https://web.mention.net/nps?kmi={{email}}&kme=Answered
NPS
Survey&km_NPS
Score=10&km_NPS
type=free&next=free&form_entry.729634105={{email}}
&form_entry.540215436=10
(Great)

16.
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
next=free
form_entry.729634105={{email}}
form_entry.540215436=10 (Great)
User segmentation
User ID
Score value
@gillesbertaux - @mention - bit.ly/mention-unicorn

17.
HOW DO WE USED THIS TO
CONVERT FREE USERS TO PAID USERS?
@gillesbertaux - @mention - bit.ly/mention-unicorn

18.
« Thank you for your honesty »
if NPS score ≤ 6
« Upgrade Promotion »
if NPS score ≥ 9 + « expensive »
« Extend free trial »
if NPS score ≥6≤8 + « upgrade later »
Trial Expired NPS Survey
1 day after
@gillesbertaux - @mention - bit.ly/mention-unicorn

19.
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a coffee
and he told me you gave us yesterday a rating of {{ NPS_score }},
thank you for your support !
I noticed you have a not yet upgraded to a premium plan. Seeing
how you like it so much, I’d like to offer you a 30% coupon. »
@gillesbertaux - @mention - bit.ly/mention-unicorn

20.
RESULTS
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5
@gillesbertaux - @mention - bit.ly/mention-unicorn

21.
HOW DO WE USED THIS TO
REDUCE CHURN BY HALF?
@gillesbertaux - @mention - bit.ly/mention-unicorn

22.
Handled by handUpgraded NPS Survey
1 month after
Pain points handled. CHURN REDUCED BY HALF. Boom.
NPS AS A CHURN REDUCTION PROCESS
@gillesbertaux - @mention - bit.ly/mention-unicorn

23.
WE HAVE COME A LONG WAY
We have dramatically improved this process
@gillesbertaux - @mention - bit.ly/mention-unicorn

24.
IN APP NPS
to improve response rate

25.
FULL SEGMENT INTEGRATIONS
with Satismeter (NPS), Customer.io (emails) and Helpscout (support admin)
@gillesbertaux - @mention - bit.ly/mention-unicorn

26.
Our ultimate goal is to handle most of the frustrations automatically
PERSONAL FEELING PERCEIVED > REALITY
@gillesbertaux - @mention - bit.ly/mention-unicorn

27.
#2 ENRICH YOUR SUBMIT FORMS
@gillesbertaux - @mention - bit.ly/mention-unicorn

28.
WHAT IF I TOLD YOU…
You could get the name, last name and social profiles
from a simple email input
@gillesbertaux - @mention - bit.ly/mention-unicorn

29.
SAY HELLO TO AUGUR.IO
API for getting personal data
Let’s get Jeff Clavier’s data
@gillesbertaux - @mention - bit.ly/mention-unicorn

30.
« Jeff Clavier is a man, he went to Paris V University and he
has a master degree in Computer Science.
He works at SoftechVC, he currently lives in Palo Alto CA
and here’s his Youtube Profile: https://www.youtube.com/
user/jeffclavier »
And there’s a lot more…
@gillesbertaux - @mention - bit.ly/mention-unicorn

31.
STEP 1: BUILD A LANDING PAGE
Create a simple form that requires an email address.

32.
STEP 2: LISTEN TO EMAIL AND ENRICH IT
Get the email even before submitting and call the Augur.io API
$('form-input').focusout(function() {
var emailValue = $(‘.form-input').val();
window.augurAPI = "http://api.augur.io/v2/user?key=XXXX&email="+ emailValue;
@gillesbertaux - @mention - bit.ly/mention-unicorn

33.
STEP 3: GET THE DATA & PUSH IT TO SEGMENT
And reuse that data in every app that integrates with your segment account.
properties = {
name: data.PRIVATE.name,
gender: data.DEMOGRAPHICS.gender,
city: data.GEOGRAPHICS.location_city,
country: data.GEOGRAPHICS.location_country,
twitter: data.PROFILES.twitter_handle,
bioTwitter: null,
linkedin: data.PROFILES.linkedin_handle
};

34.
NOW WHAT? OPPORTUNITIES++
Retarget on Facebook ads, Twitter ads…
Customized automated email
Automatic tweets, auto visit linkedin profile…
Endless possibilites o/
@gillesbertaux - @mention - bit.ly/mention-unicorn

35.
#3 PRODUCT HUNT LAUNCH EXPERIMENT
@gillesbertaux - @mention - bit.ly/mention-unicorn

36.
WHO HAS EVER POSTED ON PRODUCT HUNT?
@gillesbertaux - @mention - bit.ly/mention-unicorn

37.
GREAT PLATFORM FOR GREAT PRODUCTS
But also great launch strategies ;)
@gillesbertaux - @mention - bit.ly/mention-unicorn

38.
ENDING UP ON THE HOMEPAGE CAN BE TOUGH
But not impossible if you know the right people
@gillesbertaux - @mention - bit.ly/mention-unicorn

39.
STEP #1 DETECT WHO MIGHT HAVE PRIVILEGES
Scroll, scrap thumbnails images with Kimono and keep occurrences > 5
<div class="post--actions--user" data-popover="click" data-popover-
href="/posts/18201/users/36227" data-reactid=".2.0.2.1.0:$36227">
@gillesbertaux - @mention - bit.ly/mention-unicorn

40.
STEP #2 GET TWITTER HANDLES W/ PH API
Create a CSV with the « username » parameter (which == twitter username)
@gillesbertaux - @mention - bit.ly/mention-unicorn

41.
STEP #3 USE AUGUR.IO TO LOOP CSV
And match twitter id with email
@gillesbertaux - @mention - bit.ly/mention-unicorn

42.
STEP #4 SEND EMAILS & PRAY FOR CONVERSION
Get their names and send personalized email using zapier
@gillesbertaux - @mention - bit.ly/mention-unicorn

43.
SO YES THIS IS FUN BUT…
Even if this could work, you should growth hack by the rules.
@gillesbertaux - @mention - bit.ly/mention-unicorn

44.
Thanks :)
Q: Can I have the slides/code ?
A: gilles@mention.com
Q: Who are you?
Gilles: @gillesbertaux
Our Product: http://mention.com
Our Blog: http://blog.mention.com