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1. Digital Marketing Webinar
Growth Hacking
Oct 14, 2014 | Bhaskar Thakur (Entrepreneur, Growth
Hacker, Digital Evangelist)
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2. Growth “Hacking”
Orientation
2014 October 14

3. Agenda
• Introduction
• Growth Hacking Hall of Fame & Definition
• A2R2 Growth Framework
– GH Tricks you could try
• Introduction to the GH Coaching Program
– Growth Hacking Self Assessment Framework
• QnA

4. Growth Hacking
Hall of Fame

5. Recognize this company?

6. HoTMaiL
• 1996 – Javasof
Hoardings and Radio Ads
• Timothy Draper
‘PS: Get your free e-mail at Hotmail’
3000 users/ day 1 million in 6 months
• 2 Million in 8 Months
• 12 million in 18 Months

7. This company?

8. Airbnb- CraigsList

9. Airbnb- CraigsList

10. Not only for Consumer/Startups
• User Expectation
• Business Models
• Competition

11. Yammer
• Try before you buy
• Corporate email id

12. Growth Hacking
is

13. Growth Hacking
Sean Ellis 2010
http://www.startup-marketing.com/where-are-all-the-growth-hackers/
“True North is Growth”

14. Growth Hacker
New VP of Marketing!

15. Skills for Growth Hacking
Marketing
GH
Enginee
Analytics ring

16. My Approach
Growth = More Customers, Faster
Hacking = Burning Less, Unexplored, Disruption

17. Growth Hacking Framework
Attract => Activate=> Retain=>Reap

18. Customer Lifecycle
What’s New
Try
Sign up
Refer & Monetize
I wish.. Interesting!
What is this ? Let me Try
Aha! Got it.
I should use.
What’s in it for ME?
Can I live without ?
This is Awesome!
There’s so much
Value
Active User
Pay? Refer? Totally worth!
Much better
with Friends

19. A2R2
User Stage
Attract
Activate
Reap
Growth Challenge Hack
Distribution Hooks +
Conversion Opt.
Aha! Moment
Get to Try
Stick it in
Core Product Value
Retain
Spread Love Virality

20. A2R2- Process
User Stage
Attract
Activate
Reap
Growth Activity Hack
Paid/ Earned Hooks +
Conversion Opt.
Aha! Moment
Activation Funnel
User Nurturing
Core Product Value
Retain
Virality Engine Virality

21. Attraction
User Stage
Attract
Growth Goal: Signup Rate +40%
Traffic + 200%
Hooks + Conversion Opt
Channels: Earned
SEO, Content
PR, Email, Social
Paid
PPC, Display +
Tools: Analytics
SEO, PPC
Landing Page Optimization

22. Organic Search
Hack:
# leverage every asset
# automate SEO

23. Email Campaign
• Low Budget
• Good Conversion
– Content, Delivery
• Email List ?

24. Content Distribution
Hack
# Cross Channel-
IFTTT ?

25. Press
Hack
# research category editor
#HARO

26. Pre Launch Interest

27. Virality

28. Activation
User Stage
Growth Goal: (examples)
FB- 7 Friends n 10 Days
Dropbox- 1 File + Desktop Client
Twitter- Follow 30
Channels: Email
Aha! Moment!
Videos- Explainer
Tutorials
Webinars
Demos
Tools: Activation Funnel Optimization
Starter Tutorials, Learn Triggers
Activation Curation-Triggers
Activate

29. Home/ Landing UX- Minimal

30. Home/ Landing UX- Longform

31. SEOmoz

32. New User Experience

33. Retargeting
Hack
Custom Audience
Dynamic Retargeting

34. Call to Action

35. Retention
User Stage
Growth Goal: (examples)
Active Users (Daily/Monthly)- +30%
Frequency of use- Daily/ Weekly..
Core Product Value!
Channels: Email
Text Message
Phone Calls
Webinars
Support
Tools: Activity Stream, Dashboard
Usage Segmentation & Triggers
Nudge and Leaderboards
Retain

36. Core Product Value/ Persona
• Twitter- Follow Your Interest
• Facebook- Connect with Friends
• LinkedIn- Professional Network

37. Product Discovery/Learn Path

38. User Curation
• # home page - nudge
• # sign-up – use the product
• # abandoned cart- reminder/ discount
• # user: evangelist

39. Early Adopters
Hack
# retain, learn

40. Reap
User Stage
Growth Goal: (examples)
+ 5 invites per user
ARPU: +10%
Virality Engine!
Channels: Email
Social
Coupons
Tools: Social Media Integration
Incentive/ Promotion
Gamification
Reap

41. Pricing Page Optimization
Hack
# help decide (hack)

42. Incentivize Sharing
Hack
# Incentive for user and the
recipient

43. Simple Incentive
Hack
# Incentive prompts more
use

44. A2R2- Process
User Stage
Attract
Activate
Reap
Growth Activity Hack
Paid/ Earned Hooks +
Conversion Opt.
Aha! Moment
Activation Funnel
User Nurturing
Core Product
Value
Retain
Virality Engine Virality

45. Growth Hacking
Coaching

46. Program Structure
• Stage 1: Growth Hacking Basics and Program
Baselining ( 2 Weeks)
• Stage 2: Pre-skilling in Digital Marketing Techniques
(0-8 Weeks)
• Stage 3: Growth Hacking Coaching (8 Weeks)
• Stage 4: Demo Day and Certification ( 1 Week)

47. Who is this program for?
• Product Teams
• Startups

48. Coaching Format
• Workshops:
• One-on-One with Growth Hacker:
• Digital Marketing Training:
• Mentoring

49. Pricing

50. GH Self Assessment
• URL:
http://www.digitalvidya.com/wp-content/upl
oads/2014/09/BhaskarThakur-GrowthHacking-
Assessment.pdf
• Short URL: bit.ly/XQt2VG
• bt@bhaskarthakur.com

51. 1 Line Pitch
Customer Problem (s) you are Solving
How many
Customers do you
have and category
wise break-up e.g-
(paying/ non
paying. trial etc.)
Market Landscape
(Competitors)
Applicant’s
Tweet Bio
(140 Char)
Applicant’s
LinkedIn
Core Product Value.
Revenue Model.
Product / Solution
(Screen Shot /
Link with Login
Credentials)
Growth Hacking Readiness
Assessment

52. Attract ( )
Growth Hacking Readiness
Assessment
Activate ( )
Retain ( )
Reap ( )
Revenu
e
Referral
Referral
%
%
%
% %

53. Growth Hacking
QnA

54. Found It Useful?
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