3. Sean Ellisâ Definitionâ¨
http://startup-marketing.com/"
"
A growth hacker is a person whose true
north is growth. Everything they do is
scrutinized by its potential impact on
scalable growth. Is positioning important?Â
Only if a case can be made that it is
important for driving sustainable growth
(FWIW, a case can generally be made)."
4. Growth Hacker is the new VP of Marketingâ¨
by Andrew Chen"
http://andrewchenblog.com/2012/04/27/how-to-be-a-growth-hacker-an-
airbnbcraigslist-case-study/â¨
"
Growth hackers are a hybrid of marketer and coder, one
who looks at the traditional question of âHow do I get
customers for my product?â and answers with A/B tests,
landing pages, viral factor, email deliverability, and Open
Graph. On top of this, they layer the discipline of direct
marketing, with its emphasis on quantitative measurement,
scenario modeling via spreadsheets, and a lot of database
queries. If a startup is pre-product/market ďŹt, growth
hackers can make sure virality is embedded at the core of a
product. After product/market ďŹt, they can help run up the
score on whatâs already working."
â¨
"
5. âThe fastest way to spread your
product is by distributing it on a
platform using APIs, not MBAs.â â¨
- Andrew Chen"
9. Simple Viral Growth K=1
Lessons
 Learned
 â
 Viral
 Marke0ng
 by
 David
 Skok
Â
h8p://www.forentrepreneurs.com/lessons-Ââlearnt-Ââviral-Ââmarke0ng/
Â
10. Simple Viral Growth K = 2
Lessons
 Learned
 â
 Viral
 Marke0ng
 by
 David
 Skok
Â
h8p://www.forentrepreneurs.com/lessons-Ââlearnt-Ââviral-Ââmarke0ng/
Â
11. Viral Cycle Time
â˘âŻ Lessons
 Learned
 â
 Viral
 Marke0ng
 by
 David
 Skok
Â
â˘âŻ h8p://www.forentrepreneurs.com/lessons-Ââ
learnt-Ââviral-Ââmarke0ng/
Â
17. Viral
 Growth
 =
 Customers are Free
Viral
 Loop
 =
 Customers at a discount
18. The 4 Ways Customers Drive
Sustainable Growth
Â
Â
1. Word of Mouth
2. A Side EďŹect of Using the Product
3. Paid Advertising
4. Repeat Use
19. 1. Word of Mouth
â
 When
 people
 love
 your
 product,
 theyâll
 tell
Â
other
 people
 about
 it.
 Great
 word
 of
 mouth
 is
Â
oIen
 the
 Holy
 Grail
 of
 adver0sing.
 Itâs
 cheap,
Â
incredibly
 eďŹec0ve,
 but
 also
 diďŹcult
 to
 build
Â
deliberately.
Â
Â
Â
20. why people share
The
 following
 is
 roughly
 adapted
 from
 Dr.
 Robert
 Cialdiniâs
 â6
 Principles
 of
Â
Persuasionâ
Â
Prestige -Ââ
 I
 will
 be
 viewed
 as
 important
 because
 I
Â
am
 associated
 with
 an
 important
 brand.
Â
Â
Â
Authority -Ââ
 people
 will
 look
 up
 to
 me
 because
 I
Â
know
 about
 things
 ďŹrst.
Â
Â
Â
Likable -Ââ
 people
 will
 like
 me
 because
 I
 share
Â
things
 that
 make
 their
 life
 be8er.
Â
21. Consistency -Ââ
 I
 liked
 it
 before
 so
 I
 need
 to
Â
con0nue
 to
 like
 it
 or
 I
 will
 be
 in
 conďŹict
 with
Â
myself.
Â
Â
Â
Social Proof -Ââ
 Everyone
 else
 likes
 it,
 so
 I
 do
 too.
Â
(Social
 proof)
Â
Â
Scarcity
 -Ââ
 Purchase
 if
 quan00es
 are
 perceived
 to
Â
be
 scarce
Â
Â
Â
InďŹuence:
 The
 Psychology
 of
 Persuasion
 (Collins
 Business
 Essen9als)
Â
by
 Robert
 B.
 Cialdini
Â
h8p://www.squeezedbooks.com/ar0cles/inďŹuence-Ââthe-Ââpsychology-Ââof-Ââpersuasion-Ââ(collins-Ââbusiness-Ââessen0als).html
Â
Â
Â
22. Social Design
Â
https://developers.facebook.com/socialdesign/
Social
 Design
 is
 a
 way
 of
 thinking
 about
 product
Â
design
 that
 puts
 social
 experiences
 at
 the
 core.
Â
Create
 these
 social
 experiences
 with
 the
Â
features
 available
 on
 Facebook
 Pla_orm.
Â
23.
24.
25. 2. A Side EďŹect of Using the Product
â
 Many
 products
 adver0se
 themselves.
 iPhones,
Â
Coach
 purses,
 and
 Gmail
 are
 great
 examples.
Â
Simply
 by
 using
 a
 product,
 a
 customer
 adver0ses
Â
your
 product
 to
 people
 around
 them.
Â
28. 3. Paid Advertising
â
 This
 is
 what
 most
 businesses
 rely
 on.
 As
 long
Â
as
 youâre
 able
 to
 keep
 the
 cost
 of
 adver0sing
Â
below
 your
 marginal
 revenue
 from
 the
Â
campaign,
 youâll
 do
 just
 ďŹne.
 Businesses
 run
 into
Â
problems
 when
 they
 donât
 keep
 adver0sing
Â
costs
 under
 control.
 To
 help
 you
 do
 this,
 make
Â
sure
 youâve
 built
 a
 system
 that
 can
 track
 the
Â
eďŹec0veness
 of
 the
 ads
 (Google
 Analy0cs,
Â
coupon
 codes,
 etc).
Â
Â
29. 4. Repeat Use
â
 Many
 products
 need
 to
 be
 bought
 repeatedly
Â
in
 order
 to
 con0nue
 to
 use
 them.
 Magazine
Â
subscrip0ons,
 supplements,
 Ne_lix,
 and
 web
Â
hos0ng
 are
 all
 examples
 of
 this.
 When
 you
 have
Â
a
 product
 that
 requires
 repeated
 purchases,
 you
Â
only
 have
 to
 obtain
 a
 small
 number
 of
 new
Â
customers
 to
 keep
 growing.
Â
30. Repeat Use
â˘âŻ Be Awesome
â˘âŻ Invested in the product
Facebook, LinkedIn, Dating Sites,
Luminosity, Pandora"
â˘âŻ Reminder/Re-engage
Social Media, Email Marketing, Push
NotiďŹcation"
31. Think Like A â¨
growth hacker
â˘âŻ Always think about growth
â˘âŻ Look at all communication platforms as a tool
â˘âŻ Learn from others (ventures and disciplines)