Growth Hacking at SPN

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  • Growth Hacking

    http://www.ThinkMobile.fr

  • @AlexJubienMobile Strategist

    ThinkMobile.fr

    Pioneer of mobile 12 years ago

    Apps & Mobile Startups expert

    Previously Head of Mobile at Viadeo

    Previously Head of Mobile at Deezer

    Mobile Strategist, Speaker, Lecturer, Trainer, Startups Coach & Advisor

    https://twitter.com/AlexJubienhttp://www.thinkmobile.frhttp://www.thinkmobile.fr

  • And also, in 2005/2006, I screwed up my startup

  • But since, a lot of theory appeared

  • What is a Start Up?

  • Standard company

    Linear growth

    Revenue / users

    Time

  • Startups

  • Facebook

  • Airbnb & Uber

  • Exponential Growth

    Revenue / users

    StartUp

    Time

  • Goals

    Product / Market fit Gr

    owth

    Revenue / users

    Time

  • Cest quoi le Product / Market fit ?

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

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

  • Goals

    Revenue / users

    Grow

    th

    Time

    Product / Market fit

  • Methodologies

    Lean Startup / Customer

    Development Gro

    wth

    Hack

    ing

    Revenue / users

    Time

  • Growth Hacking?

  • & PSYCHOLOGY

    Growth Hacking

  • Hotmail

    Founded in 1996 by Sabeer Bhatia & Jack Smith,

    immediate Product / Market fit

    Raised 300 K$, spending in billboard & radio ads

    Was growing slowly (10K users)

    Investor Timothy Draper came with an idea

  • PS: I love you

  • 6 months => 1 million users

  • Warning: it does not last forever

    Most Growth Hacks Expire Over Time

    mainly due to

    overuse / abuse

  • But expired growth hacks still can be used creatively

    Warning: it does not last forever

  • YouTube embed

  • YouTube embed

    Let people easily embed videos

    Made it the best way to share

    Every embed is sort of an ad for YouTube

  • Supply side hack: used Craigslist to source

    listings and emailed the home owners

    /

  • Demand side hack = button

    also publish on Craigslist

    Links on Craigslist were pointing

    back to Airbnb

    /

  • Users LOVE it - Product / Market fit

    0 to 100K users in 2 years

    To acquire 1 user by paid channels, it

    costs 200$ to 400$

  • Yourself, how did you discover Dropbox?

  • / referral

    100K users to 4 million in

    15 months

  • #FrenchTech

  • PR = Press Relation

  • PR = Page Rank

    6

    (went up to 8!)

  • PRs + SEO

    Artists, albums, playlists, tracks,

  • PRs + SEO

    Artists, albums, playlists, tracks,

  • Download Deezer

    Launch App

    Social2App

    App Store

    App

    acqu

    isition

    retention

  • Viral Loop

    App Store

    App

    acqu

    isition

    retention

    Get your users advertising for you

    http://www.apptamin.com/blog/app-viral-loop/

  • ?

    2 billions searches on Google per day

    Hot topics for young people - its always on

    What if you could predict the trend and

    create content on the fly to match it?

  • Page Rank 6

  • So, how did you discover

    LeBonCoin?

  • Virality Is All About Word Of Mouth

    Hard to generate artificially

    Sharing on social networks = digital version of WoM

    Mutual benefit for sharer and viewer

    How psychology behind WoM works

    https://medium.com/evergreen-business-weekly/how-psychology-behind-word-of-mouth-growth-works-5b3db2d19683

  • AARRR

  • Rallying cry

    AAR R R III...

  • AARRR

    ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Startup Metrics For Pirates

    http://fr.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

  • AARRR

    ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    How do users find us?

    Do users have a great 1st experience?

    Do users come back?

    How do we make money?

    Do users tell others?

    REFERRAL

  • ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    Love

    Growth

    Money

    REFERRAL

    Without Love, Theres No Hope

  • Growth: Spread The Love

    Acquisition is not (just) about buying users!

    Organic: Spend 0, Get Some

    Paid: Spend 1, Get 1

    Growth hacked: Spend 1, Get Many!

  • Action

  • Measure it

    1 sentence

    1 conversion rate

    Or maybe 2 for each

  • But we dont have data!

    1st, define what you need

    Try to find a way to measure it

    If no data or if not feasible to use it

    => Data dont talk - people do

  • Listen

  • So far, are you enjoying

    this talk?

  • Would you

    recommend it?

  • 1-Acquisition People who visited the SPN event page 100 %

    2-Activation People who registered on Eventbrite People who actually came up? ?

    3-RetentionPeople that are still here / mid talk (some may have run away already!)

    People ready to come next time?

    4-Referral People who would recommend it ?

    5-Revenue Whos gonna pay me a drink? :-)

  • To listen, you need to ask 1st

    (Example from ASO world - App Store Optimization)

  • Stop Begging For Ratings & Reviews

  • The right way to ask users to review your app

    ASO: Hack Ratings

    https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca

  • ASO: Hack Ratings

    The right way to ask users to review your app

    https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca

  • LeKiosk use case

    !!!

  • Native Prompts

  • Ratings

  • And Sharings!

    25% 75%

  • And on the web?

    How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes

    http://fr.slideshare.net/kissmetrics/how-to-reduce-churn-by-50-and-increase-customer-happiness-with-nps-processeshttp://fr.slideshare.net/kissmetrics/how-to-reduce-churn-by-50-and-increase-customer-happiness-with-nps-processeshttp://fr.slideshare.net/kissmetrics/how-to-reduce-churn-by-50-and-increase-customer-happiness-with-nps-processes

  • NPS - Net Promoter Score

    Please rate our service from 1 to 10 How likely are you to recommend our service to your peers? 1 (never) -10 (very likely)

  • Ask people that are likely to recommend you to effectively do it!

    (rating, sharing, testimonial, referral)

  • Listen tools

  • Symmetric bonuses - Give 10, Get 10

    Streamline and optimize the whole flow

    Choose the right moment to push it

    Referral Program

    Slides - Optimize your referral flow

    http://fr.slideshare.net/mattangriffel/9-ways-to-optimize-your-referral-flow

  • Landing Pages

  • Apps landing pages

  • Tonight

  • KissMetrics

    Great tool (analytics)

    Great blog - link

    Great Slideshare - link

    A beginners guide to landing pages - link

    https://blog.kissmetrics.com/http://fr.slideshare.net/kissmetricshttps://blog.kissmetrics.com/beginners-guide-to-landing-pages/

  • Tools

  • A/B Testing

  • http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

    http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

  • http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

    http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

  • http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

    http://fr.slideshare.net/_TheFamily/growth-hacking-paris-21/

  • Hack Expectation

  • Coming Soon

    Collect leads / email addresses

    Youll email them at launch

  • People Want What They Cant HaveScarce access and curiosity can make it viral

    Invite people for earlier access

    Invite only!

    Elements of a viral launch page

    http://www.smashingmagazine.com/2011/09/01/elements-of-a-viral-launch-page/

  • Inbound Marketing and Email

  • Content Is King

  • Content

    Create value / solve problem for your users

    Mix of your content and curated content

    Blog / SEO

    FB-Twitter-Linkedin-G+ & Slideshare

    Email / Newsletter

  • Email

    Your visitors might never come back

    Convert them into subscribers

    Email Marketing Guide - link

    Content upgrade - link

    http://marketinghack.fr/email-marketing-guide-ultime/http://www.jeffbullas.com/2015/03/18/how-to-increase-your-email-signups-by-over-600-using-this-cool-tactic/

  • Build your email listPopups, Exit popup

  • Automation & Tools

  • What if I dont code?

    https://twitter.com/francoispacot/status/684456953670680580/photo/1

  • Example

    https://www.paywithatweet.com/

  • Automation tools

  • Social media

  • GrowthTools.io

    GrowthTools.io

  • Resources

  • Books

  • Communities / sources

    GrowthHackers.com

    GrowthHacking.fr

    GrowthTribe.io

    Deux.io

    Meetup Growth Hacking Paris

    https://growthhackers.com/topic/mobile-apps/http://GrowthHacking.frhttp://www.growthtribe.io/http://deux.io/http://www.meetup.com/fr-FR/growthhackingparis/

  • Read

    Growth Hacking - mindset, framework and tools - slides

    Growth Hacking Quick Wins - slides

    21 user activation hacks you need to know - article

    29 B2B Growth Hacks - The ultimate list

    The ultimate growth hacking sourcebook

    http://fr.slideshare.net/DavidArnoux1/growth-hacking-guide-mindset-framework-and-tools/http://fr.slideshare.net/mattangriffel/29-growth-hacking-quick-wins/http://growthhackingpro.com/21-user-activation-growth-hacks/http://blog.oribi.io/29-b2b-growth-hacks-the-ultimate-list/https://rocketshp.com/ultimate-growth-hacking-sourcebook/

  • So, did you like this talk?

    Feedback (just send me an email)

    Share (useful for others!)

    Could be better Definitely!

    https://plus.google.com/share?url=http://fr.slideshare.net/AlexandreJubien/growth-hacking-at-spnhttps://www.facebook.com/sharer/sharer.php?u=http://fr.slideshare.net/AlexandreJubien/growth-hacking-at-spnhttps://twitter.com/intent/tweet?text=Growth%20Hacking%20http%3A%2F%2Ffr.slideshare.net%2FAlexandreJubien%2Fgrowth-hacking-at-spn%0Aby%20%40AlexJubien&source=webclientmailto:ajubien@thinkmobile.fr?subject=Feedback%20/%20Growth%20Hacking%20For%20Appshttp://www.linkedin.com/shareArticle?mini=true&url=http%3A%2F%2Ffr.slideshare.net%2FAlexandreJubien%2Fgrowth-hacking-at-spn

  • ThinkMobile Newsletter (Mobile, Innovation, Startups)

    ajubien @AlexJubien

    Alex JubienMobile Strategist

    ThinkMobile.fr

    http://eepurl.com/yCS4vhttp://eepurl.com/yCS4vhttps://www.linkedin.com/in/alexjubienhttps://twitter.com/AlexJubienhttps://www.linkedin.com/in/alexjubienhttps://twitter.com/AlexJubienhttp://en.thinkmobile.fr