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Growth Hacking Magic? презентация
Содержание
- 1. Growth Hacking Magic?
- 2. About Me Founder/CEO of Qualaroo & GrowthHackers.com
- 3. Extreme Competition for Attention @seanellis US Online Ad Spend per User 3.5x
- 4. Rapidly Evolving Channels @seanellis WOM Email MySpace Facebook Craigslist Twitter iOS Android James Currier
- 5. Yet Some Huge Startup Successes Little or no traditional marketing… @seanellis
- 6. @seanellis GROWTH HACKING MAGIC?
- 7. No – Rigorous Process of Experimentation @seanellis
- 8. The Dropbox Growth Story @seanellis Freemium reduced
- 9. Desperation Drove Startups to Innovate @seanellis Aggressive
- 10. The Growth Hacking Playbook Experiment with all
- 11. B2B or B2C? @seanellis Growth hacking isn’t
- 12. HubSpot’s Growth Hack – Free Tools @seanellis
- 13. Yammer – Engineered User-Get-User @seanellis
- 14. LinkedIn - Engineered User-Get-User @seanellis
- 15. PUTTING GROWTH HACKING TO WORK FOR YOUR BUSINESS @seanellis
- 16. Finding Your Own Growth Hacks @seanellis Areas
- 17. Some Areas of Exploration Platform integrations Engineered
- 18. Areas of Exploration (Cont) Powered by Reverse engineer success Examples @seanellis
- 19. Success Data: Airbnb’s Pro Photos Airbnb discovered
- 20. Other Growth Studies for Inspiration @seanellis
- 21. Experimentation is Key to Success @seanellis Generate
- 22. GOAL: INCREASED UNITS OF GRATIFICATION
- 23. Double Down on Success Challenge is not
- 24. Growth Team Often Needed @seanellis Multi-disciplinary Cross
- 25. Some Helpful Tools @seanellis Analytics — Identify drop-off
- 26. Relentless Execution of Growth Process @seanellis
- 27. Key Takeaways @seanellis Emerging marketing challenges require
- 28. Questions? THANK YOU. Sean Ellis CEO of Qualaroo & GrowthHackers.com Twitter: @seanellis
About Me Founder/CEO of Qualaroo & GrowthHackers.com Previously VP Marketing from customer zero to NASDAQ IPO filing at LogMeIn and Uproar.com Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
Слайд 1Growth Hacking Magic?
Sean Ellis
September 17, 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis
Going
Beyond the Hype to Take Your Business to the Next Level
Слайд 2About Me
Founder/CEO of Qualaroo & GrowthHackers.com
Previously VP Marketing from customer zero
to NASDAQ IPO filing at LogMeIn and Uproar.com
Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
Then interim marketing exec roles at Dropbox, Lookout and Eventbrite
Слайд 4Rapidly Evolving Channels
@seanellis
WOM
Email
MySpace
Facebook
Craigslist
Twitter
iOS
Android
James Currier
Слайд 8The Dropbox Growth Story
@seanellis
Freemium reduced allowable CPA
Natural advantages to grow with
collaboration and sharing
Catalyze sharing with double sided referral program
Optimize conversions on sharing loops
300 million users with no traditional marketing
Catalyze sharing with double sided referral program
Optimize conversions on sharing loops
300 million users with no traditional marketing
Слайд 9Desperation Drove Startups to Innovate
@seanellis
Aggressive targets, tight resources
Traditional approach not realistic
Had
to rethink growth…
Слайд 10The Growth Hacking Playbook
Experiment with all available growth levers
Understand what’s driving
growth, test to improve it
Heavy focus on product and optimization
Heavy focus on product and optimization
http://www.michiganemploymentlawadvisor.com/
Слайд 11B2B or B2C?
@seanellis
Growth hacking isn’t just for consumer-focused companies.
B2B often requires
integration with sales process.
Слайд 17Some Areas of Exploration
Platform integrations
Engineered user-get-user
Free tools
Examples
25+ M users
@seanellis
Слайд 19Success Data: Airbnb’s Pro Photos
Airbnb discovered that listings with high-quality photos
received 2-3x bookings
Airbnb invested in professional photography
Booking activity explodes as desire increases
Airbnb invested in professional photography
Booking activity explodes as desire increases
@seanellis
Слайд 21Experimentation is Key to Success
@seanellis
Generate many ideas for experiments
Prioritize by impact,
confidence & effort
Balance high impact & high probability tests
Balance high impact & high probability tests
Слайд 23Double Down on Success
Challenge is not finding many channels that work,
but rather finding one.
Often your best growth opportunity is to double down on what’s already working.
Often your best growth opportunity is to double down on what’s already working.
Слайд 24Growth Team Often Needed
@seanellis
Multi-disciplinary
Cross functional
Evangelize experimentation
culture
“Growth team” complements existing
marketing team
Слайд 25Some Helpful Tools
@seanellis
Analytics — Identify drop-off points and under-performing pages (e.g. Google
Analytics, KISSMetrics)
Qualitative Insights — Uncover the why behind the numbers (e.g. Qualaroo, SurveyMonkey)
A/B Test — Find better performing combinations to drive conversion rate (e.g. Hubspot, Optimizely)
Qualitative Insights — Uncover the why behind the numbers (e.g. Qualaroo, SurveyMonkey)
A/B Test — Find better performing combinations to drive conversion rate (e.g. Hubspot, Optimizely)
Слайд 27Key Takeaways
@seanellis
Emerging marketing challenges require all to rethink growth
Growth hacking is
based experimentation, not silver bullets
Add process/team to maximize number of experiments
Get inspiration from data, VOC and what’s working for others
Add process/team to maximize number of experiments
Get inspiration from data, VOC and what’s working for others
