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GROWTH HACKING     Morgan Brown
ABOUT ME•  12+ years of user acquisition, social and   product marketing for startups.•  Grown companies from 0 – 100k+ us...
WHAT IS GROWTH HACKING?•  A methodology that leverages strategies   aimed at unlocking growth at scale. •  Growth by being...
WHAT IS A GROWTH HACKER?•  Hybrid skill set of marketing, product &   engineering.•  Ability to optimize for user acquisit...
WHY GROWTH HACKING?•  Traditional marketing and growth channels   are expensive and hyper-competitive. •  Companies that a...
TENENTS OF GROWTH HACKING•  OBSESS OVER DATA   –  Know your customer exceptionally well.   –  Measure everything.•  CREATI...
CATEGORIES OF GROWTH HACKS•  Platform integrations•  Viral Growth•  Analytics•  Grab bag
PLATFORMINTEGRATION  Leveraging Super Networks
AIRBNB & CRAIGSLIST•  Insight:    –  Craigslist is where people were looking for rooms to rent, short      & long term.   ...
AIRBNB & CRAIGSLIST1.     2.
AIRBNB & CRAIGSLIST3.            4.     Source: http://www.quora.com/Airbnb/How-does-Airbnb-automatically-post-on-Craigslist
BRANCH OUT & FACEBOOK•  Insight:    –  People maintained a professional network on Facebook that was      often more engag...
BRANCH OUT DOUBLES IN 1 MONTH http://www.quora.com/How-did-BranchOut-double-within-a-month
YOUTUBE & MYSPACE•  Insight:    –  MySpace was where fans connected with musicians, but bands      couldn’t post video.   ...
TAKEAWAYS•  Integrations should make both products   better•  Study (and ask about) user behavior to   determine promising...
VIRAL GROWTH  Leveraging Friend Networks
DROPBOX•  Insight:    –  Traditional marketing wasn’t working. Were spending $300+ to      acquire customers for a $99 ser...
DROPBOX MAKES INVITES FUNhttp://www.quora.com/What-are-the-dos-donts-of-referral-invite-programs
LIVINGSOCIAL•  Insight:    –  Building an audience can be outside of the core product      experience.    –  The cost of g...
LIVINGSOCIAL’s PICK YOUR 5
TAKEAWAYS•  Viral growth doesn’t exist for every product. •  Viral growth comes from value being created   for the existin...
DATADeep insights to drive growth.
AIRBNB•  Insight:    –  Listings with better photos get more bookings.      •  Hack:   –  Hacked product and customer expe...
AIRBNB CRACKS THE PHOTO CODE                                     Photographers	  Source: Analytics Lessons Learned
CIRCLE OF MOMS•  Insight:    –  Not all users are created equal.      •  Hack:   –  Discovered that moms on Circle of Frie...
HOW MUCH BETTER WERE MOMS?•    Their messages to one another were on average 50% longer.•    They were 115% more likely to...
TWITTER•  Insight:    –  It’s not how many Tweets you send. It’s how many people you      follow that determines success. ...
TWITTER’S TRY FIVE            Photographers	  
TAKEAWAYS•  Sometimes growth doesn’t come from where you expect it.   •  Leverage data to identify unique insights and opp...
PHYSICAL &OTHER HACKS Growth Hacking requires creativity.
HACK GRAB BAG•  Embeds   –  YouTube, SlideShare, Vimeo   –  Keys are: remove friction, optimize for SEO   •  Powered By   ...
WALL STREET JOURNAL•  Insight:    –  Busy business people are constantly searching for ways to      connect to the Web.   ...
DOLLAR SHAVE CLUB•  Insight:    –  In a massive CPG category traditional advertising will never work,      you need to bui...
ZAPPOS•  Insight:    –  With items that are hard to shop for online, superior service, not      price, will win.   –  Remo...
TAKEAWAYS•  Growth Hacking isn’t just for consumer companies. B2B and   physical product manufacturers can hack growth.•  ...
BECOME AGROWTH HACKER   Or at least a growth beginner.
YOU NEED A TEAM & A HYPOTHESIS•  Create a growth team.  –    Marketer  –    Product person  –    Engineer  –    Sales•  Cr...
GET DOWN IN THE DATA•  Know your customers inside and out.   •  Go where your early adopters are.   •  Go niche first, the...
ID HACKING OPPORTUNITIES•  What platforms could I integrate into that would   bring instant scale?   –  Don’t depend on ju...
ID HACKING OPPORTUNITIES•  What is the value to the user for reaching out to   non-users?   •  How does a hack align with ...
LEARN EARLY, LEARN OFTEN•  Test and measure ideas on the cheap.•  Build MVP versions, concierge versions.•  What’s the eas...
GET STARTED   Get Hacking.
GIDDY UP!•  Review product and marketing opportunities.•  Build your team.•  Read and learn.•  Become a growth beginner.• ...
THANKS.
DESIGNING FOR VIRAL GROWTH•  Get the inside scoop on designing for viral growth with this   infographic from Digital Telep...
GET IN TOUCHMorgan Brownmorgan@digital-telepathy.com@morganbDigital Telepathywww.dtelepathy.com@dtelepathy
REFERENCES // RESOURCES•  Taking your site from One to One Million Users – Kevin Rose•  Hacking Growth at SlideShare•  Gro...
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GET IN TOUCHMorgan Brownmorgan@digital-telepathy.com@morganbDigital Telepathywww.dtelepathy.com@dtelepathy Growth Hacking Basics

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GET IN TOUCHMorgan Brownmorgan@digital-telepathy.com@morganbDigital Telepathywww.dtelepathy.com@dtelepathy

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