Growth Hacking at SPN
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Transcript of Growth Hacking at SPN
![Page 2: Growth Hacking at SPN](https://reader031.fdocuments.us/reader031/viewer/2022030310/58f9b31f760da3da068bd298/html5/thumbnails/2.jpg)
@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
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And also, in 2005/2006, I screwed up my startup
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But since, a lot of theory appeared…
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What is a Start Up?
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Standard company
Linear growth
Revenue / users
Time
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Startups
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Airbnb & Uber
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Exponential Growth
Revenue / users
StartUp
Time
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Goals
Product / Market fit Gr
owth
Revenue / users
Time
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C’est quoi le Product / Market fit ?
https://www.youtube.com/watch?v=WkoYtenAZMs
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Goals
Revenue / users
Grow
th
Time
Product / Market fit
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Methodologies
Lean Startup / Customer
Development Grow
th H
acki
ng
Revenue / users
Time
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Growth Hacking?
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& PSYCHOLOGY
Growth Hacking
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Hotmail
• Founded in 1996 by Sabeer Bhatia & Jack Smith,
immediate Product / Market fit
• Raised 300 K$, spending in billboard & radio ads
• Was growing slowly (10K users)
• Investor Timothy Draper came with an idea…
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PS: I love you
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6 months => 1 million users
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Warning: it does not last forever
Most Growth Hacks ‘Expire’ Over Time
mainly due to
overuse / abuse
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But expired growth hacks still can be used creatively
Warning: it does not last forever
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YouTube embed
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YouTube embed
• Let people easily embed videos
• Made it the best way to share
• Every embed is sort of an ad for YouTube
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• Supply side hack: used Craigslist to source
listings and emailed the home owners
/
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• Demand side hack = button
« also publish on Craigslist »
• Links on Craigslist were pointing
back to Airbnb
/
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• Users LOVE it - Product / Market fit
• 0 to 100K users in 2 years
• To acquire 1 user by paid channels, it
costs 200$ to 400$
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Yourself, how did you discover Dropbox?
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/ referral
• 100K users to 4 million in
15 months
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#FrenchTech
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PR = Press Relation
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PR = Page Rank
6
(went up to 8!)
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PRs + SEO
Artists, albums, playlists, tracks, …
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PRs + SEO
Artists, albums, playlists, tracks, …
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Download Deezer
Launch App
Social2App
App Store
App
acqu
isition
retention
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Viral Loop
App Store
App
acqu
isition
retention
Get your users advertising for you
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?
• 2 billions searches on Google per day
• Hot topics for young people - it’s always on
• What if you could predict the trend and
create content on the fly to match it?
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• Page Rank 6
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So, how did you discover
LeBonCoin?
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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
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AARRR
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Rallying cry
AAR R R III...
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AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates
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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
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ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope
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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!
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Action
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Measure it
• 1 sentence
• 1 conversion rate
• Or maybe 2 for each
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But we don’t 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 don’t talk - people do
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Listen
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So far, are you enjoying
this talk?
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Would you
recommend it?
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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 Who’s gonna pay me a drink? :-‐)
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To listen, you need to ask 1st
(Example from ASO world - App Store Optimization)
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Stop Begging For Ratings & Reviews
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The right way to ask users to review your app
ASO: Hack Ratings
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ASO: Hack Ratings
The right way to ask users to review your app
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LeKiosk use case
!!!
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Native Prompts
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Ratings
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And Sharings!
25% 75%
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And on the web?
How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
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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)
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Ask people that are likely to recommend you to effectively do it!
(rating, sharing, testimonial, referral…)
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‘Listen’ tools
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• 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
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Landing Pages
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Apps’ landing pages
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Tonight
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KissMetrics
• Great tool (analytics)
• Great blog - link
• Great Slideshare - link
• A beginner’s guide to landing pages - link
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Tools
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A/B Testing
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http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
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http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
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http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
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Hack Expectation
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Coming Soon
• Collect leads / email addresses
• You’ll email them at launch
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People Want What They Can’t HaveScarce access and curiosity can make it viral
Invite people for earlier access
Invite only!
Elements of a viral launch page
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Inbound Marketing and Email
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Content Is King
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Content
• Create value / solve problem for your users
• Mix of your content and curated content
• Blog / SEO
• FB-Twitter-Linkedin-G+ & Slideshare
• Email / Newsletter
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• Your visitors might never come back
• Convert them into subscribers
• Email Marketing Guide - link
• Content upgrade - link
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Build your email listPopups, Exit popup
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Automation & Tools
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Automation tools
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Social media
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GrowthTools.io
GrowthTools.io
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Resources
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Books
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Communities / sources
• GrowthHackers.com
• GrowthHacking.fr
• GrowthTribe.io
• Deux.io
• Meetup Growth Hacking Paris
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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
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So, did you like this talk?
Feedback (just send me an email)
Share (useful for others!)
Could be better… Definitely!
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ajubien @AlexJubien
Alex JubienMobile Strategist
ThinkMobile.fr