グロースハック入門 北陸先端技術大学院大学「インターネットサービスシステム論」講義資料(2017年)...

Click here to load reader

  • date post

    21-Feb-2017
  • Category

    Technology

  • view

    40
  • download

    0

Embed Size (px)

Transcript of グロースハック入門 北陸先端技術大学院大学「インターネットサービスシステム論」講義資料(2017年)...

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    IoT , ACCESSToshihiko.Yamakami@access-company.com

    2017/02

    (ACCESS Confidential) 2017/02 1 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 2 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 3 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (Growth Hack)

    Kickstarter

    (ACCESS Confidential) 2017/02 4 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (Growth Hack)

    (hack)

    (ACCESS Confidential) 2017/02 5 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    - -

    :

    -

    : 2012 1.8

    (ACCESS Confidential) 2017/02 6 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    blog

    Twitter 5 MAU 4

    Quora(Q&A )

    http://sirok.co.jp/growthhack/

    20 % MAU: Monthly Active Users

    Acquisition

    Activation

    Retention

    Referral

    Revenue

    AARRR ()

    http://growthhack.vasily.jp/2014/05/ultimate-guide-for-growthhack/

    1.

    2.

    3. 4.

    5.

    6.

    (ACCESS Confidential) 2017/02 7 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ()

    ()Web

    OSS

    (ACCESS Confidential) 2017/02 8 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    :

    Andrew Chen

    blog Tim Ferriss The 4-Hour Work, The 4-Hour Body, The 4-Hour

    Chef. Amazon (The 4-Hour Chef)

    Noah Kagan Facebook, mint.com AppSumo Lean Start-up Aaron Ginn 2012

    , 1.8 Sean Ellis 2010

    blog Qualaroo : Tim Ferriss Noah Kagan

    (ACCESS Confidential) 2017/02 9 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 10 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    I

    57

    - 5

    : Twitter

    : Dropbox

    2

    20 %

    :

    Mailbox Facebook

    (ACCESS Confidential) 2017/02 11 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    II

    500MB (Dropbox)

    - 60 %

    :

    SNS(Twitter) (Twitter 300 )

    3 - Living Social

    3 7000

    :

    ()

    Craiglist -

    Airbnb

    :

    () ()

    (ACCESS Confidential) 2017/02 12 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ()

    ALS 3

    1

    -

    (>0)

    Hot or Not

    (ACCESS Confidential) 2017/02 13 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 14 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    :

    -

    -

    - 1020

    -

    -

    -

    (ACCESS Confidential) 2017/02 15 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    :

    Google KeywordPlanner, Adwords

    Keyword Planner: ()

    (ACCESS Confidential) 2017/02 16 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    :

    (ACCESS Confidential) 2017/02 17 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    1.

    2. :

    -

    UK 3.

    6?U

    K

    4.

    ?5.

    - 6.

    UK 7.

    2

    ?8.

    [] BJ Fogg: Creating persuasive technologies: an eight-step design process, Persuasive 2009

    (ACCESS Confidential) 2017/02 18 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 19 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    6

    social acceptance

    connectivity

    social facilitation

    persistence

    simplicity

    tailoring

    [] BJ Fogg: The Six Most Powerful Persuasion Strategies, Persuasive 2006

    (ACCESS Confidential) 2017/02 20 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 21 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ()

    :

    (, ) () ()

    (ACCESS Confidential) 2017/02 22 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ()

    :

    (ACCESS Confidential) 2017/02 23 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    )

    (LinkedIn )

    -

    -

    (ACCESS Confidential) 2017/02 24 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    -

    ()

    (ACCESS Confidential) 2017/02 25 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    Facebook 2007 Facebook BJ Fogg : http://kenichinishimura.blogspot.jp/2011/05/facebook-class-by-bj-fogg.html

    Send Hotness

    1 3,000 100 500

    Sharethrough 67

    1 10

    KissMe

    2 200 TOP100 Facebook

    Dodgeball

    2 1

    Polls

    RockYou 2.5 6,000

    (ACCESS Confidential) 2017/02 26 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    -

    -

    3

    (ACCESS Confidential) 2017/02 27 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    6 ()

    ()

    ()

    ()

    (e.g. SuperWall: )

    (SNS )

    [] GM Weiksner, BJ Fogg, X. Liu: Six Patterns for Persuasion in Online Social Networks, Persuasive 2008

    [] Facebook Super Wall

    http://jp.techcrunch.com/archives/20080707facebook-continues-war-on-app-developers-this-week-super-wall/

    (ACCESS Confidential) 2017/02 28 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    : Facebook

    Bitdefender 2 85 Facebook (2014 ) http://japan.zdnet.com/security/sp/35056210/

    a) 45.5b) Facebook 29.53c) 16.51d) Rihanna Miley CyrusTaylor Swift 7.53

    e) 0.93 Facebook

    (ACCESS Confidential) 2017/02 29 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...

    .

    (ACCESS Confidential) 2017/02 30 / 51

  • ...

    .

    ...

    .

    ...

    .

    ...

    .

    ...