«growth hacking»

growth hacking

(online) marketingproduct

developmentcustomer

acquisitionusability

…

growth hacking

@andrewchen:«Growth Hacker is the new VP or

Marketing»http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-

case-study/

April 27th, 2012 at 8:30 am

“Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of “How do I get customers for my product?” and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph.” 

development:-features

-debugging-security

-scalability

Marketing:-sales

-distribution (traditional)

- «result» metrics

Limited «tech focus» – usually

can’t see business/marketing

goals

Inability to influence the product. Traditional

approach «marketing strategy, etc…»

«product as is» «narrow focus on sales»

Growth hacker-user acquisition

and retention through product- The multiplier

effect

- Technical & marketing chops = Ability to execute on its own.

“Product and marketing teams are usually disparate, with the product team focusing on building features while the marketing team focuses on strategies it can implement without tech intervention. Growth hackers bridge this divide.”

“The important parts of “growth hacking” […] is that you see opportunities from API documents and integration hooks and understand them from a marketing perspective, from a manipulation and growth perspective.”

Build it and they nobody will come

“One person with both technical and marketing skills can reduce friction and facilitate rapid iteration."

“Today, a stronger distribution strategy can beat a superior product.”

From MEDIA distribution to API distribution“For the first time ever, it’s possible for new products to go from zero to 10s of millions users in just a few years.”

CREATIVITY(build)

DATA(learn)

TEST(measure)

“If you make one tweak, you should know or estimate the impact it will make in your product, directly and indirectly.”

«Most tests fail so growth hackers normally do 15-20 tests a day in order to find 1 or 2 improvements»

Airbnb & Craiglist Integration

Path – inactive users

SlideShare - FB

WSJ - WiFi

conclusion

- The «glue» between dev and marketing

- Growth as the only way to success

- «Experimentation» approach – proven toolkit

- Distribution within product as multiplier