Growth Hacking Workshop @ APPM's Marketing Marathon 2016

© comOn

PS: I love you.

The Growth Hacking MindsetAPPM Marketing Marathon 2016

© comOn

Love helps growth.

© comOn

Love helps all the time.

Having ideas.Setting up a plan.Selling your vision.

© comOn

Love gets us committed.

© comOn

Committed to marketing?

Get ready to be committedto technology, content, trends, behaviours and everything you can get

your hands on.

© comOn


Get ready to be committedto technology, content, trends, behaviors and everything you can get

your hands on.

© comOn

Where do we start?

© comOn

Launched in July 1996.

(feeling old?)

© comOn

“PS: I love you. Get your free e-‐mail at Hotmail”

Reached 1 million users in 6 months.

© comOn

They got loved back.

© comOn

Internet users in December 1997 – 70 million

User share in December 1997 – 17,14%

Source: IDC, Internet World Stats.

© comOn

© comOn

If Hotmail made it today...

In December 2014 – 527 million– 7.3% of the world’s population

In 18 months.

© comOn

With a signature.

© comOn

With a signature. Now THAT is remarkable!

© comOn

Even before “Growth Hacking” became a buzzword.

© comOn

Feel happy, growth hacking is easier if you are Portuguese.

© comOn

The #1 word that the English language wished it had?

Source: Cracked.com

© comOn

The #1 word that the English language wished it had?

Desenrascanço.

Source: Cracked.com

© comOn

“To pull a MacGyver.”Source: Cracked.com

© comOn

Growth hacking came from necessity.

© comOn

“Growth Hacking is more of a mindset than a toolkit”

Aaron Ginn, Head of Growth, Stumbleupon

© comOn

The world sucks for startups.

© comOn

Limited resources.

Little marketing experience.

No brand equity.

Extreme uncertainty.

Fierce competition.

© comOn

Competitors looklikegiants.

© comOn

“In the absence of big budgets, startups learned how to hack the system to build their companies.”

Micah Baldwin, Founder, GRAPHIC.LY

© comOn

AirbnbUber

Netflix

Examples

HotelsTaxisBlockbuster

VS

© comOn

Let’s learn from startups.We have shared goals.

© comOn

Traffic, engagement, purchases, loyalty, referrals.

© comOn

We have shared troubles.

© comOn

Success*

Read something

Have an ideaMVP

Launch

Overnight success

*as they say it happens

© comOn

Readsomething

Havean idea

MVPLaunch

Network

Work like crazy

Fail a lot

Life happens

Fail again

Overnight success(to everyone not watching)

Success*

*what really looks like

© comOn

Awareness

Revenue

Retention

Referral

© comOn

Awareness

Revenue

Retention

Referral

X

-‐10x

-‐10x

Y

© comOn

Everybody has to bevery creative to grow.

But startups are faster and leanerthan established companies.

© comOn

“You never stop as a growth hacker. Facebook still has a growth team and

they have a billion users.”Blake Commagere, Founder, Mediaspike

© comOn

CreativeMarketing

Engineering & Automation

Data Analytics & Testing

Growth Hacking

© comOn

But tips and tricks on their own fall short.

We need to make them our own.

© comOn

Growth hacking can become what it’s not supposed to be.

A “box”.

© comOn

Zeitgeist

What we do well

The right time and context

Killer Ideas

The creativity engine

© comOn

Killer ideas get you to the next zero.

From 10,000 to 100,000 to 1,000,000.

© comOn

Let’s go get that next zero.

© comOn

Awareness

Revenue

Retention

Referral

X

-‐10x

-‐10x

Y

© comOn

Appsumo -‐ Giveaways

After 25 giveaways, Appsumo got 528k subscribes and generated 886k USD in revenue.

© comOn

Postcron – Incentives for reviews

In 5 months Postcron went from 150.000 to 2.000.000 accounts. /

© comOn

Airbnb – Personalised referral programs

Through referrals, Airbnb increased reservations by more than 25%

© comOn

Dropbox – K.I.S.S.

Dropbox increased installations by 250% with a simple referral program

© comOn

Awareness

Revenue

Retention

Referral

X

-‐10x

-‐10x

Y

© comOn

Tap My Back – Gamification & Recognition

© comOn

Uber – Find a enemy

© comOn

Twitter – Value since the 1st interaction

© comOn

Going old school -‐ SMS

SMS -‐ 99% open rate and 19% click rateEmail -‐ 22% open rate and 4% click rate

© comOn

Staples.pt -‐ User feedback

Hotjar and Qualaroo are good tools to get user feedback

© comOn

Awareness

Revenue

Retention

Referral

X

-‐10x

-‐10x

Y

© comOn

Awareness

Revenue

Retention

Referral

X

-‐10x

-‐10x

Y

© comOn


Get ready to be committedto technology, content, trends, behaviors and everything you can get

your hands on.

© comOn

24 Growth Hacking TipsSurvival Book

http://www.slideshare.net/elemen2

© comOn

HashjackingHow to blog relevant contentGain prospects from TwitterAttract users with the right triggersIntegrate with popular platforms

© comOn

Zeitgeist

What we do well

The right time and context

Killer Ideas

The creativity engine

© comOn

Case 1: The Selfie.

© comOn

Technology: SmartphoneContent: UsersTrend: Take picturesBehavior: Post on social media

© comOn

Cost: Vinyl


Your brand here.

© comOn

Why: Front facing cameras


Won’t work today.

© comOn

© comOn

What we do well: Understand how users behave.

© comOn

Zeitgeist: Selfies.

© comOn

The right time and context…Adapting the medium to the behavior.

© comOn

Make it your own.

Hack everything you can find.

© comOn

© comOn

© comOn

Challenge 1: Selfies.

© comOn

RetailOOH

© comOn

Case 2: Sports Events.(Also known as “that’s great, but nothing like that would be possible in Portugal”.)

© comOn

https://www.youtube.com/watch?v=jAF2hZxdFRE

© comOn

What they do well: Video, promo and activation.

© comOn

Zeitgeist: Soccer. It’s Portugal…

© comOn

The right time and context…Until Benfica was down by three.

(Yes, I know that this weekend wasn’t that great either.)

© comOn

Results?

© comOn

Challenge 2: Sports Events.

© comOn

Pre-‐GameHalf-‐Time

© comOn

Case 3: How to use video?

© comOn

Cases.

https://www.youtube.com/watch?v=HSJMoH7tnvw

© comOn

What they do well: Video and crazy ideas.

© comOn

Zeitgeist: Fail videos.

© comOn

The right time and context…

© comOn

© comOn

Results?

© comOn

Challenge 3: How to use video?

© comOn

Get users to create contentGet users to share content

© comOn

PS: I love you.

© comOn

PS: We love you.

© comOn

PS: We love you.

Only black and purple capsules please.

© comOn

Filipe AlmeidaHead of Media&[email protected]

João VitóriaChief Growth [email protected]

Thankyou!