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Morgan Brown
ABOUT ME
12+ years of user acquisition, social and product marketing for startups.
Grown companies from 0 100k+ users in months 3 times.
Get geeked out about viral growth and product-oriented hacks.
2nd time here at OCPM hoping to earn a 3rd.
CREATIVITY
Think different.
Push the limits.
CURIOSITY
Learn early, learn often.
Poke around.
DIRTY HANDS
Get in at the code & product level.
Make, launch and break stuff.
PLATFORM INTEGRATION
Leveraging Super Networks
Hack:
Even without an API the AirBnB team figured out a way to hack the Craigslist submission process.
Result:
AirBnB drove more bookings (making customers happy) & created new users at the same time.
2.
4.
Source: http://www.quora.com/Airbnb/How-does-Airbnb-automatically-post-on-Craigslist
Hack:
One click invite send and account creation with Facebook Connect.
Which friend would you rather work with mechanic.
Result:
Doubled size in a month. Went from 1MM to 10MM users in 3 months. Raised $24MM.
BranchOut mostly irrelevant now. Why?
http://www.quora.com/How-did-BranchOut-double-within-a-month
Hack:
One click, Flash-based embeddable widget for video. Bands and fans could finally watch and share music videos.
Which friend would you rather work with mechanic.
Result:
By 2006 YouTubes reach grew past MySpace. The rest is history.
TAKEAWAYS
Integrations should make both products better
Study (and ask about) user behavior to determine promising integrations
Test and discover valuable use cases
Measure conversions and revenue
VIRAL GROWTH
Leveraging Friend Networks
DROPBOX
Insight:
Traditional marketing wasnt working. Were spending $300+ to acquire customers for a $99 service.
Activating customers was the key to paying accounts.
Their asset had a very low marginal cost to give away.
Giving away free space in exchange for word of mouth referrals.
Giving away free space in exchange for activation.
Users sent 2.8 million direct referral invites in April 2010.
In Sept. 2008 the service had 100,000 registered users.
In Jan 2010 (15 mos.) the service had 4,000,000.
No traditional ad spend.
Hack:
Result:
http://www.quora.com/What-are-the-dos-donts-of-referral-invite-programs
http://www.quora.com/What-are-the-dos-donts-of-referral-invite-programs
LIVINGSOCIAL
Insight:
Building an audience can be outside of the core product experience.
The cost of giving away a deal is shared by the merchant, giving away deals cheaper than giving away cash.
Hack:
Building a purely viral Facebook app called Pick Your 5, and growing virally until pivoting to daily deals.
A new twist on refer-a-friend with the 3-and-free dynamic.
Result:
10s of millions of Facebook app installs
70MM users as of 11/12
TAKEAWAYS
Viral growth doesnt exist for every product.
Viral growth comes from value being created for the existing and new user.
Viral growth doesnt have to come from your core product.
So many people use refer-a-friend. A twist is required to stand out.
DATA
Deep insights to drive growth.
AIRBNB
Insight:
Listings with better photos get more bookings.
Hack:
Hacked product and customer experience to drive professional photos for listings.
Saw that listings with pro photos received 2-3x more bookings.
Result:
Went from 20 photographers in the field in 2011 to doing 5,000 shoots per month.
Traffic takes off.
Photographers
CIRCLE OF MOMS
Insight:
Not all users are created equal.
Hack:
Discovered that moms on Circle of Friends were far more active than other users:
Pivoted entire company from Circle of Friends to Circle of Moms.
Result:
Grew from 2MM monthly active users to 4.5MM
Sold to Sugar Inc.
They were 180% more likely to click on Facebook news feed items They were 60% more likely to accept invitations to the app.
TWITTER
Insight:
Its not how many Tweets you send. Its how many people you follow that determines success.
When users follow 5-10 people they are far more likely to remain an active user.
Hack:
Drive product onboarding not around publishing or building an audience, but following the right people.
Result:
40% of Twitters users use Twitter without publishing.
4x number of monthly visitors who dont login, just read the stream.
http://www.avc.com/a_vc/2011/09/the-logged-out-user-continued.html
Photographers
TAKEAWAYS
Sometimes growth doesnt come from where you expect it.
Leverage data to identify unique insights and opportunities.
If you think you have a worthwhile idea, test it quickly and with the least effort possible.
Have a game plan of what to do if the idea succeeds and how to scale it.
Iterate the product to solve for that use case that drives growth.
Engagement is the rocket fuel to give you escape velocity and long-term sustainable growth.
Powered By
Freemium with branding, CTAs & backlinks: MailChimp, UserVoice
Keys are: identify what you power, track and test CTAs
Free Stuff
Viral tools that play to vanity/exclusivity: Klout, Twitter Grader
Keys are: Identify value/desire, provide reward or currency
Hack:
Offer free WiFi at popular spots across New York City.
Create email capture and activation funnel as part of connecting to the Web.
Result:
Every user an opportunity to build their email marketing lists.
Source: GrowHack.com
Hack:
Upend the business model for razors.
Use viral video to acquire customers at low cost and create that cult following.
Result:
DSC video viewed 5MM+ times
30,000 subscribers in first week
Raised $10MM to take on mens category
ZAPPOS
Insight:
With items that are hard to shop for online, superior service, not price, will win.
Removing friction from online shopping is more important than price.
Hack:
Reinvent what customer service means.
Bake cost of incredible service into product, position as free.
Result:
World renowned brand built on service.
Charge a premium on every item sold.
$800 million exit to Amazon.
TAKEAWAYS
Growth Hacking isnt just for consumer companies. B2B and physical product manufacturers can hack growth.
Physical product hacks are harder, but not impossible. They just require creativity and insight on how to reach users.
Hacks that make use of digital networks eliminate overhead costs and find scale.
Same rules apply: creativity, data, curiosity, dirty hands.
ID HACKING OPPORTUNITIES
What platforms could I integrate into that would bring instant scale?
Dont depend on just one.
Dont just think Facebook.
What are the core features of my product? Which ones drive growth? How can I optimize those? How can I build distribution into inherent actions?
ID HACKING OPPORTUNITIES
What is the value to the user for reaching out to non-users?
How does a hack align with my value proposition?
How does this hack improve the experience of the user?
How can my product help others while gaining distribution?
GET STARTED
Get Hacking.
GIDDY UP!
Review product and marketing opportunities.
Build your team.
Read and learn.
Become a growth beginner.
Celebrate growth in your organization.
Make 2013 the year of growth!
THANKS.
GET IN TOUCH
Morgan Brown
morgan@digital-telepathy.com
@morganb
Digital Telepathy
www.dtelepathy.com
@dtelepathy
REFERENCES // RESOURCES
Taking your site from One to One Million Users Kevin Rose
Hacking Growth at SlideShare
Growth Hiten Shah
From Zero to One Million Users DropBox and Xobni Lessons Adam Smith
Growth Hacking 101 Your First 500,000 Users Yong Fook
Lean Analytics Alistair Croll & Benjamin Yoskovitz
Andrew Chens Blog