growth hacking 101
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Growth Hacking 101The event organizer guide
Startup Weekend Summit France - september 2013
by Willy Braun (@willybraun) & Oussama Ammar (@daedalium)
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Growth hacking you said?
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But what does that mean?
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If you are a marketer that means...
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Paid Owned Earned
Growth Hacking
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If you are tech guy that means...
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* remember x e^x
Convexity*
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If you are a designer that means...
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* if you are not a designer and want to understand search “Dieter Rams“ (or clic here)
Good design*
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If your a CEO thats means
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Using money for talent
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In short
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Growth hacking = always trying new things
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Growth hacking = looking for efficiency
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Growth hacking = looking for rapid growth
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* that doesn’t mean you will work 5 times less
Growth hacking = 80/20*
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So you want to scale fast?
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Start with things that don’t scalehttp://paulgraham.com/ds.html
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Growth Hacking1st step
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1 build a hell of a team
understand your participants2
3 connect with influencers
4 build your (kickass) identity
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You & your friends =/= TEH dream team
1 Build a hell of a team
Try only people you think you can’t reach
Balance between skills, networks and availability
Balance between seriousness & funkyness
Include in your team potential sponsors (private & public) & the accomodation provider
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What are SW participants first fears?
Understand your participants2
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What are SW participants motivators?
2 Understand your participants
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How did they hear about your event?
2 Understand your participants
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How long did they wait before actually buying the ticket?
2 Understand your participants
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What made them move?
2 Understand your participants
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Can you call at least 5 previous participants right now? Are they coming from different backgrounds?
Are there both students & working guys in your list?
2 Understand your participants
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So you contacted lots of great people to speak about your event?
3 Connect with influencers
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Oh. You send an e-mail.
3 Connect with influencers
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How many actually talked about it?
3 Connect with influencers
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Did they think it was special/important/awesome?
3 Connect with influencers
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Did they feel pride to talk about it?
3 Connect with influencers
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How well do you know them?
3 Connect with influencers
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Do you know them personally?
3 Connect with influencers
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3 Connect with influencers
Did you share a cup of coffee or a lunch with them?
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Do you know what they worry about and what excite them?
3 Connect with influencers
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is not your identity
Build your identity4
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your identity =
Build your identity4
what you are/what you do
how you tell your story
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Build your identity4
Vision
Conviction Justification
Pragmatism
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Alright you started with things that didn’t scale...
build a hell of a team
understand your participants
connect with influencers
build your identity
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Now let’s do things that DO scale
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@willybraun
But before.. follow us!
@daedalium
Contacts at the end of the presentation
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Growth Hacking2nd step
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AARRR
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AARRR
> Acquisition : making people hear about your event
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AARRR
> Activation : get the potential attendee email
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AARRR
> Revenue : make them pay*
* don’t offer free tickets to lower the noshow rate
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AARRR> Referral : make the potential attendees speak about your kickass event
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AARRR
> Retention : make them want to come back
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Snipers & co> Step 1 : build a community> Step 2 : make them feel guilty in less than 1 hour if they don’t share> Bonus : don’t forget a small discount
ACQUISITION
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Partnerships
ACQUISITION
> Offer them visibility/discount/special treatment
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Newsjacking“Become the next Jean-Baptiste Rudelle“
ACQUISITION
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Emailing
ACTIVATION
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Pricing> Your average price is not the public price (A) but your first discount ticket (B)> “this is how it would cost (A), this is what you’ll pay (B)“
REVENUE
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Good Pictures Sell
> A/B test and keep the best
ACTIVATION/REVENUE
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The feeling of scarcity> Remember: if you want them to join, you need to make them dream of joining it. > The tickets will be available on monday at 11:00PM. After it will be too late.
ACTIVATION/REVENUE
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Sheep Powa
34 incredible developers9 amazing designers
> Concrete* numbers
* concrete =/= true
ACTIVATION/REVENUE
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Sheep Powa
Thomas, Cathy & John are attending.(If you can’t just use personas)
> Your friends
ACTIVATION/REVENUE
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Story > “1039 people use successfully this product with“ is LESS powerful than the story of ONE user
ACTIVATION/REVENUE
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Do you enjoy the presentation?
Let’s keep in touch!Clic on the yellow button
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What’s the most effective?
“Startup Weekend gathers 100 entrepreneurs“A
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What’s the most effective?“Startup Weekend gathers in one event 100 incredible entrepreneurs & change lives“B
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What’s the most effective?“I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co-founder, quit my job and raised 200K 6 months later“
C
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D
“I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co-founder, quit my job and raised 200K 6 months later“
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What’s the most effective?Yes obviously the most effective one is D.But are you sure your communication doesn’t look like A?
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One more thing
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Do you want the ultimate secret of growth hacking for an event organiser?
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Make an incredible event.
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Ressources37 Signals part1 part2 part3
Lean Startup (book) - Eric Ries
Influence (book) - Robert Cialdini
Petit traité de manipulation (livre) - Jouffrois
The 4-Hour Workweek (book) - Tim Ferriss
Newsletters of Francedigitale, The Family & Brocooli
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Willy BraunGM @ France Digitale - @willybraun
Director of eBusiness instruction - [email protected]
www.francedigitale.org - www.brocooli.com (subscribe to the newsletters!)
Authors
Oussama AmmarPartner @ The Family - @daedalium
Teacher - Sciences Po [email protected]
www.thefamily.co(subscribe to the newsletter!)