Video of the presentation here... http://youtu.be/Z9LW6je-Scw

1. Think Like A
growth hacker

2. What is a
growth hacker
?

3. Sean Ellis’ Definition
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?
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 Marketing
by Andrew Chen"
http://andrewchenblog.com/2012/04/27/how-to-be-a-growth-hacker-an-
airbnbcraigslist-case-study/
"
Growth hackers are a hybrid of marketer and coder, one
who looks at the traditional question of “How do I get
customers for my product?” 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 fit, growth
hackers can make sure virality is embedded at the core of a
product. After product/market fit, they can help run up the
score on what’s already working."
"

5. “The fastest way to spread your
product is by distributing it on a
platform using APIs, not MBAs.”
- Andrew Chen"

7. Viral Growth
Sustainable Growth

8. Viral Coefficient
Viral Coefficient = # of Invites * Conversion %
1 = 10 * 10%
"
" " "

9. Simple Viral Growth K=1
Lessons
Learned
–
Viral
Marke0ng
by
David
Skok
h8p://www.forentrepreneurs.com/lessons-­‐learnt-­‐viral-­‐marke0ng/

10. Simple Viral Growth K = 2
Lessons
Learned
–
Viral
Marke0ng
by
David
Skok
h8p://www.forentrepreneurs.com/lessons-­‐learnt-­‐viral-­‐marke0ng/

11. Viral Cycle Time
• Lessons
Learned
–
Viral
Marke0ng
by
David
Skok
• h8p://www.forentrepreneurs.com/lessons-­‐
learnt-­‐viral-­‐marke0ng/

12. If Viral Coefficient < 1
NOT True Viral Growth

13. If Viral Coefficient < 1
YOU Must retain active users

14. Analytics
• Daily Active Users
• Monthly Active Users

15. Sustainability

16. Viral Loop

17. Viral
Growth
=
Customers are Free
Viral
Loop
=
Customers at a discount

18. The 4 Ways Customers Drive
Sustainable Growth
1. Word of Mouth
2. A Side Effect of Using the Product
3. Paid Advertising
4. Repeat Use

19. 1. Word of Mouth
–
When
people
love
your
product,
they’ll
tell
other
people
about
it.
Great
word
of
mouth
is
oIen
the
Holy
Grail
of
adver0sing.
It’s
cheap,
incredibly
effec0ve,
but
also
difficult
to
build
deliberately.

20. why people share
The
following
is
roughly
adapted
from
Dr.
Robert
Cialdini’s
“6
Principles
of
Persuasion”
Prestige -­‐
I
will
be
viewed
as
important
because
I
am
associated
with
an
important
brand.
Authority -­‐
people
will
look
up
to
me
because
I
know
about
things
first.
Likable -­‐
people
will
like
me
because
I
share
things
that
make
their
life
be8er.

21. Consistency -­‐
I
liked
it
before
so
I
need
to
con0nue
to
like
it
or
I
will
be
in
conflict
with
myself.
Social Proof -­‐
Everyone
else
likes
it,
so
I
do
too.
(Social
proof)
Scarcity
-­‐
Purchase
if
quan00es
are
perceived
to
be
scarce
Influence:
The
Psychology
of
Persuasion
(Collins
Business
Essen9als)
by
Robert
B.
Cialdini
h8p://www.squeezedbooks.com/ar0cles/influence-­‐the-­‐psychology-­‐of-­‐persuasion-­‐(collins-­‐business-­‐essen0als).html

22. Social Design
https://developers.facebook.com/socialdesign/
Social
Design
is
a
way
of
thinking
about
product
design
that
puts
social
experiences
at
the
core.
Create
these
social
experiences
with
the
features
available
on
Facebook
Pla_orm.

25. 2. A Side Effect of Using the Product
–
Many
products
adver0se
themselves.
iPhones,
Coach
purses,
and
Gmail
are
great
examples.
Simply
by
using
a
product,
a
customer
adver0ses
your
product
to
people
around
them.

27. h8ps://developers.facebook.com/docs/opengraph/
h8ps://developers.facebook.com/docs/bestprac0ces/

28. 3. Paid Advertising
–
This
is
what
most
businesses
rely
on.
As
long
as
you’re
able
to
keep
the
cost
of
adver0sing
below
your
marginal
revenue
from
the
campaign,
you’ll
do
just
fine.
Businesses
run
into
problems
when
they
don’t
keep
adver0sing
costs
under
control.
To
help
you
do
this,
make
sure
you’ve
built
a
system
that
can
track
the
effec0veness
of
the
ads
(Google
Analy0cs,
coupon
codes,
etc).

29. 4. Repeat Use
–
Many
products
need
to
be
bought
repeatedly
in
order
to
con0nue
to
use
them.
Magazine
subscrip0ons,
supplements,
Ne_lix,
and
web
hos0ng
are
all
examples
of
this.
When
you
have
a
product
that
requires
repeated
purchases,
you
only
have
to
obtain
a
small
number
of
new
customers
to
keep
growing.

30. Repeat Use
• Be Awesome
• Invested in the product
Facebook, LinkedIn, Dating Sites,
Luminosity, Pandora"
• Reminder/Re-engage
Social Media, Email Marketing, Push
Notification"

31. Think Like A
growth hacker
• Always think about growth
• Look at all communication platforms as a tool
• Learn from others (ventures and disciplines)

32. TimHomuth@gmail.com
linkedin.com/in/TimHomuth
facebook.com/TimHomuth
twitter.com/TimHomuth