INDIA
Digital Migrant
1984 1990 1994
www.1995.co
m
2002
2010 2013
2013 to date
Ancient History
Ancient History
But they didn’t want their boss to
know…..
So they built a web based email
system
Ancient History
Ancient History
They raised some money and spent
it all on outdoor and radio ads.
But growth was flat.
Ancient History
Someone suggested adding:
‘PS: I LOVE YOU. GET
YOUR FREE E-MAIL AT
HOTMAIL’ AT THE BOTTOM
OF EACH E-MAIL.
Ancient History
Ancient History
Ancient History
Ancient History
What is Growth Hacking?
Growth hacking is a marketing technique developed by technology startups
which uses creativity, an...
What is Growth Hacking?
Developer Marketer
What is Growth Hacking?
Developer Marketer
What is Growth Hacking?
Free or nearly free growth through being smart
Developer Marketer
 Starts with a Product Market Fit
 Find Your Growth Hack
 The Viral Lift
 Retaining & Optimising
 ……. Start again !
G...
 Marketing is often applied post
product completion
 Marketers often forced to
promote products that don’t
really work.
...
What is Growth Hacking?
Growth hacking is really digital
marketing but where the
marketers and the product
builders talk b...
 Tech start ups - don’t want awareness - want users,
customers, clients
 The role of a growth hacker is to hack that gro...
Understanding the user journey
Growth Hacking
Hacking is taking advantage of
loopholes & underappreciated
opportunities
“
 Once your 1st set of users are achieved.
‘How do you get more?’
 Not every product is going to go viral like a ‘You
Tub...
The Viral Lift
Virality isn’t something you do to
a product, it is something a
product is
“
 Growth Hackers have 2 characteristics
- Very creative in finding new ways to get users
- Very scientific in looking into...
Experiments
Test and Refine
A B
Hypothesis: They wanted to test if offering an incentive (free shipping) to all orders
over $75 would ...
Test and Refine
http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies
Hypothesi...
Retaining & Optimising is an endless process
Refine
TestRefine
Test
I could go on…..
ONLINE resources
HANGOUTS and Meetups
SLIDESHARE especially Growth
Hacking, Mattan Griffel
All of this is second nature to tech startups
All of this is second nature to tech startups
Developer Marketer
All of this is second nature to tech startups
Scarcity is the mother of invention
“
But a watch out
Economic Times, 23/08/15
Not So Easy for traditional companies
Not So Easy for traditional companies
Developer Marketer
Not So Easy for traditional companies
Marketing is often post
completion of the product.
Growth is bought
“
Often misguided
My Niece Says
we need to be
on Facebook
Often misguided
My Niece Says
we need to be
on Facebook
…have an app
…go on twitter
…make it viral
Ji Sir!
Often misguided
Sir, we have
succeeded on
Facebook we
have 2,000,000
Likes
Often misguided
Sir, we have
succeeded on
Facebook we
have 2,000,000
Likes
Growth Hacking, like marketing, not a panacea
You can’t put lipstick on a pig
“
For traditional companies
Growth hacking makes sense for new products and
markets and not all
Growth hacking can only work...
Thanks!
@jonsonbill
jonathan.bill@gmail.com
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NASSCOM MarTech Confluence: Session IX: Jonathan Bill

Session IX: Short keynote 1: Growth Hacking India- Jonathan Bill
Published on: Mar 3, 2016
Published in: Technology      
Source: www.slideshare.net


Transcripts - NASSCOM MarTech Confluence: Session IX: Jonathan Bill

  • 1. INDIA
  • 2. Digital Migrant 1984 1990 1994 www.1995.co m 2002 2010 2013 2013 to date
  • 3. Ancient History
  • 4. Ancient History But they didn’t want their boss to know….. So they built a web based email system
  • 5. Ancient History
  • 6. Ancient History They raised some money and spent it all on outdoor and radio ads. But growth was flat.
  • 7. Ancient History Someone suggested adding: ‘PS: I LOVE YOU. GET YOUR FREE E-MAIL AT HOTMAIL’ AT THE BOTTOM OF EACH E-MAIL.
  • 8. Ancient History
  • 9. Ancient History
  • 10. Ancient History
  • 11. Ancient History
  • 12. What is Growth Hacking? Growth hacking is a marketing technique developed by technology startups which uses creativity, analytical thinking, and social metrics to sell products and gain exposure.[1][2] It can be seen as part of the online marketing ecosystem, as in many cases growth hackers are using techniques such as search engine optimization, website analytics, content marketing and A/B testing. Growth hackers focus on low-cost and innovative alternatives to traditional marketing, e.g. utilizing social media and viral marketing instead of buying advertising through more traditional media such as radio, newspaper, and television.[3] Growth hacking is particularly important for startups, as it allows for a "lean" launch that focuses on "growth first, budgets second."[4][5] Facebook, Twitter, LinkedIn, Airbnb and Dropbox are all companies that use growth hacking techniques.[6]
  • 13. What is Growth Hacking? Developer Marketer
  • 14. What is Growth Hacking? Developer Marketer
  • 15. What is Growth Hacking? Free or nearly free growth through being smart Developer Marketer
  • 16.  Starts with a Product Market Fit  Find Your Growth Hack  The Viral Lift  Retaining & Optimising  ……. Start again ! Growth Hacking Fundamentals
  • 17.  Marketing is often applied post product completion  Marketers often forced to promote products that don’t really work.  No interest or skillset to contribute to product development Product Market Fit  Growth hacking focuses on understanding you users & how they discover your product.  You can build features that help acquire and retain more users  Don’t just market buy try and build a product that is EASY to market MARKETING GROWTH HACKING
  • 18. What is Growth Hacking? Growth hacking is really digital marketing but where the marketers and the product builders talk before and during the build of the product “
  • 19.  Tech start ups - don’t want awareness - want users, customers, clients  The role of a growth hacker is to hack that growth together through any means possible  Hacking is a mindset  Try a lot of ideas  E.g A/B Testing. Landing pages, email, open graph Find Your Growth Hack
  • 20. Understanding the user journey
  • 21. Growth Hacking Hacking is taking advantage of loopholes & underappreciated opportunities “
  • 22.  Once your 1st set of users are achieved. ‘How do you get more?’  Not every product is going to go viral like a ‘You Tube’ Video but word of mouth is important  Examples - - Hotmail: share - Dropbox: extra storage space by referring friends The Viral Lift
  • 23. The Viral Lift Virality isn’t something you do to a product, it is something a product is “
  • 24.  Growth Hackers have 2 characteristics - Very creative in finding new ways to get users - Very scientific in looking into metrics carefully  Reduce churn & retain existing users  Optimise & upsell Retaining & Optimising
  • 25. Experiments
  • 26. Test and Refine A B Hypothesis: They wanted to test if offering an incentive (free shipping) to all orders over $75 would increase conversions. Result: Adding free shipping increased orders by 90% and the average order value (AOV) by 7.32%. http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies
  • 27. Test and Refine http://blog.wishpond.com/post/98235786280/50-a-b-split-test-conversion-optimization-case-studies Hypothesis: Creating a newly designed for mobile site featuring a click- through menu would get more conversions than a responsive site. Result: The new mobile-only site increased conversions by 256%.
  • 28. Retaining & Optimising is an endless process Refine TestRefine Test
  • 29. I could go on….. ONLINE resources HANGOUTS and Meetups SLIDESHARE especially Growth Hacking, Mattan Griffel
  • 30. All of this is second nature to tech startups
  • 31. All of this is second nature to tech startups Developer Marketer
  • 32. All of this is second nature to tech startups Scarcity is the mother of invention “
  • 33. But a watch out Economic Times, 23/08/15
  • 34. Not So Easy for traditional companies
  • 35. Not So Easy for traditional companies Developer Marketer
  • 36. Not So Easy for traditional companies Marketing is often post completion of the product. Growth is bought “
  • 37. Often misguided My Niece Says we need to be on Facebook
  • 38. Often misguided My Niece Says we need to be on Facebook …have an app …go on twitter …make it viral Ji Sir!
  • 39. Often misguided Sir, we have succeeded on Facebook we have 2,000,000 Likes
  • 40. Often misguided Sir, we have succeeded on Facebook we have 2,000,000 Likes
  • 41. Growth Hacking, like marketing, not a panacea You can’t put lipstick on a pig “
  • 42. For traditional companies Growth hacking makes sense for new products and markets and not all Growth hacking can only work if you create the environment to allow it to do so Growth hacking can only work if you know what you want to measure and why Growth hacking is in built marketing
  • 43. Thanks! @jonsonbill jonathan.bill@gmail.com

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