How you can embrace the "Growth Hacking" mindset - Anne Taylor Hartzell
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This document defines growth hacking as a marketing technique used by startups that involves creativity, data analysis, and social metrics to gain exposure and sell products. It discusses how growth hackers think like startups by using a lean, experimental approach focused on customer growth. Growth hackers listen to customers through social media and analytics to understand their needs and influences, then refine their messaging and products based on data to create loyal, evangelistic fans. Examples like Uber, Airbnb, Hotmail and Dropbox are provided that leveraged growth hacking techniques like emotional storytelling, referrals, and addressing customer pain points.
![WHAT IS GROWTH HACKING?
• Defined: Growth hacking is a marketing technique
developed by technology startups which uses creativity,
analytical thinking, and social metrics to sell products
and gain exposure.
• “A growth hacker is a person whose true north is
growth.” – Sean Ellis, Author of Growth Engines [coined
the term]
• Growth hacking is experiment-driven marketing
• “Growth hacking is the new VP of Marketing.” – Andrew
Chen](https://image.slidesharecdn.com/athtbex14-cancun-presentation-140917121619-phpapp02/85/How-you-can-embrace-the-Growth-Hacking-mindset-Anne-Taylor-Hartzell-5-320.jpg)
How you can embrace the "Growth Hacking" mindset - Anne Taylor Hartzell
- 1. How you can embrace the “Growth Hacking” mindset Anne Taylor Hartzell @hiptravelmama
- 4. LET’S GROW TOGETHER • THINK LIKE A STARTUP • THE BEST IDEAS DON'T COST A LOT • GROWTH HACKING DEFINED • TODAY’S MARKETER: DATA AND TOOLS • POWERFUL PR • GROWTH HACK CASE STUDIES • TOOLS OF THE TRADE •
- 5. WHAT IS GROWTH HACKING? • Defined: Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure. • “A growth hacker is a person whose true north is growth.” – Sean Ellis, Author of Growth Engines [coined the term] • Growth hacking is experiment-driven marketing • “Growth hacking is the new VP of Marketing.” – Andrew Chen
- 6. THE GROWTH HACKING MINDSET • Think like a startup. Lean and scrappy • Think like your customer • Use data + social tools to listen and learn • Refine and repeat • Create loyal customers who love your product and want to share it with others • Get your “hustle on”
- 7. “A growth hacker doesn't see marketing as something one does, but rather as something one builds into the product itself. The product is then kick-started, shared and optimized.” - Ryan Holiday, Author of Growth Hacker Marketing
- 8. THINK LIKE A STARTUP • Primary goal is customer growth • Fast growth, lean budgets • Test and learn is the mantra • Not afraid to fail • Find efficient ways to build customer loyalty and convert them into product evangelists
- 9. WHO IS YOUR CUSTOMER
- 10. GETTING TO KNOW YOUR CUSTOMER • Think like your customer • Understand how they consume and share content • Use social media to mine for organic conversations • What is your customer searching for? • What voices and networks influence their purchase decisions? • What are your customers saying and sharing with eachother?
- 11. DATA AND TOOLS: LISTENING + LEARNING WHAT INFLUENCES OUR CUSTOMERS
- 12. HACKING THE HASHTAG Tips from hashtracking.com: •Identify top lists for popularity (who is being RT + messaged the most) •Create or follow competitor hashtags to look at their top lists and discern who stands out in parallel communities. •ID buzz words + other hashtags to identify hot topics that resonate with audience •Target contributor lists for following and engaging
- 14. POWERFUL PR: YOUR JOB AS A STORYTELLER • The better you know your customer, the better your pitch will be • How does your customer consume content? • How can you create a compelling story around your brand or product? • What publications or blogs do your customers read? • How do you evoke an emotional connection with you customers? • What will encourage them to share or take action?
- 15. CREATING LOYAL FANS • Solve a real problem for your customers • Be so good they want to share it with friends • Reward them for drive loyalty • Share their stores • Listen and learn and refine • Dare greatly
- 17. UBER • EMOTIONAL CONNECTION • SCRAPPY
- 19. AIRBNB 4 Million Guests, 3 Million Guests Traveled On Airbnb in 2012 alone. SOURCE: http://growthhackers.com/companies/airbnb/
- 21. Other Growth “Hacks” • Hotmail: Get your free email • Dropbox: Refer a friend. Get more storage
- 22. TOOLS OF THE TRADE • What are people searching for? Google Ad Words • Ask questions: social media, email, Survey Monkey, Google docs • Connect w/ influencers: blogger + influencer campaigns • Create a hashtag campaign: Hashtracking.com • Test what content is working? Social and web analytics • Get support and ideas: Growthhackers.com
- 24. BEFORE YOU GO • Think like a startup. • “Hustle” for your customer • Use data and tools to test messages • Take a page from growth hacker masters
- 25. Resources TBEX “Think like a Startup” Pinterest Board: http://www.pinterest.com/hiptravelmama/tbexcancun-think-like-a-Share your story with me anne@hiptravelmama.com Connect: Twitter: @hiptravelmama Linked In: /annetaylorhartzell
Editor's Notes
- #6: TERM COINED BY SEAN ELLIS. GROWTH
- #9: FARECAST EXAMPLE.
- #12: GROWTH HACKS CRAIGSLIST + Capt crunch
- #13: USE HASHTAGS TO MEASURE AND TEST PRODUCTS AND MESSAGES SEE WHO YOUR INFLUENCERS ARE HEAR WHAT INFLUENCES YOUR CUSTOMERS
- #14: TERM COINED BY SEAN ELLIS. GROWTH
- #18: GROWTH HACKS CRAIGSLIST + Capt crunch
- #19: http://growthhackers.com/companies/airbnb/ Craiglist and captain crunch. Growth numbers
- #20: http://growthhackers.com/companies/airbnb/ Craiglist and captain crunch.
- #21: GROWTH HACKS UBER SXSW http://www.theverge.com/2014/8/26/6067663/this-is-ubers-playbook-for-sabotaging-lyft Loyal fan base they have built how fast did they grow LIVE BLOGGING PEDICABS http://blog.uber.com/2011/03/11/sxsw-day-1-live-blogging-the-uberpedicabsxsw-madness/ http://en.wikipedia.org/wiki/Uber_(company) STATS ON GROWTH
- #22: Hotmail Dropbox
- #23: http://growthhackers.com/questions/ask-gh-how-can-i-accelerate-content-distribution/
- #24: STORY: MY GROWTH HACKER HEROS AT FARECAST.
- #25: TERM COINED BY SEAN ELLIS. GROWTH