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La croissance via referral - Julien Le Coupanec, Growth Hacker chez TheFamily

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Le referral est un des canaux d'acquisitions les plus puissants et pertinents. En effet, plus besoin de raconter comment Uber a réussi à convertir plusieurs millions d'utilisateurs en si peu de temps. Julien le Coupanec, Growth Hacker chez TheFamily, t'explique le referral dans cette vidéo en développant plusieurs points: 1) Tous ce qu'il faut savoir sur le referral 2) Les hacks que tu peux utiliser pour optimiser ton referral 3) Les solutions pour construire un programme de referral 4) Pourquoi ton referral ne provoque pas de viralité.

La vidéo : https://www.youtube.com/watch?v=fgrY_rZGLfs

Par Julien Le Coupanec, Growth Hacker chez TheFamily - http://twitter.com/@lecoupa

At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

Publicada em: Marketing

La croissance via referral - Julien Le Coupanec, Growth Hacker chez TheFamily

  1. 1. SCALE THE CARE INSIDE YOU GROWING FROM REFERRAL
  2. 2. THE TALK PLAN #1. What you must know about a referral program. #2. Hacks you can use to optimize a referral program. #3. Solutions you can use to build a referral program. #4. A few reasons people aren’t sharing your program.
  3. 3. #1 WHAT YOU MUST KNOW ABOUT A REFERRAL PROGRAM
  4. 4. GROWING A COMPANY FROM A GROWTH HACKER ENDPOINT ON THE BACK OF SOMEONE ELSE AIRBNB & CRAIGSLIST FACEBOOK & EMAILING ZYNGA & FACEBOOK YOUTUBE & MYSPACE FROM YOUR EXISTING USER BASE RETARGETING (CONVERT & UPSELL) REFERRAL (INCLUDING WOM) AFFILIATION SYSTEM
  5. 5. A REFERRAL PROGRAM IS BASED ON 3 STEPS THE MORE STEPS THERE ARE, THE MORE FRICTION YOU ADD #1. PEOPLE SHARING YOUR LINK. #2. VISITORS THAT CLICK ON THE LINK. #3. CONVERSION, CONVERSION, CONVERSION.
  6. 6. THE CONCEPT IS SIMPLE THE URL HAS A GET PARAMETER INCLUDING THE REFERRER SOMEONE IS SIGNING UP FROM THE FOLLOWING URL http://www.mywebsite.com/?referrer=julien YOU CATCH THE GET VARIABLE ON THE SERVER $_GET[“referrer”] ; req.params.referrer ... YOU CHECK THAT EVERYTHING IS RIGHT AND YOU INCREMENT SOME FIELD
  7. 7. SOMETHING IS MISSING TRACK THE SHARING SOURCE!
  8. 8. THERE ARE TWO TYPES OF USERS YOU MUST IDENTIFY WITHIN YOUR PRODUCT (POWER) USERS WHO WILL SHARE YOUR PRODUCT EVEN IF YOU DO NOT GIVE THEM ANYTHING USERS WHO NEED AN INCENTIVE TO SHARE YOUR PRODUCT INCENTIVES ACCESS TO A FEATURE (DROPBOX) EXCLUSIVE CONTENT (KOUDETAT) GET A DISCOUNT (GHTV) GAMIFICATION (LEAGUE OF LEGEND) GET FREE MONTHS (HULU, NETFLIX)
  9. 9. DESIGN YOUR REFERRAL PROGRAM ACCORDING TO YOUR CUSTOMER LIFETIME VALUE
  10. 10. USUALLY DOUBLE-SIDED REFERRAL PROGRAMS OUTPERFORM THE SINGLE-SIDED PROGRAMS
  11. 11. AN EFFECTIVE REFERRAL PROGRAM CAN CHANGE YOUR ADVERTISING STRATEGY (USERS CAN BE ACQUIRED FOR A HIGHER CPA)
  12. 12. HOW TO SPREAD THE WORD? CHANNELS YOU CAN USE FOR A REFERRAL PROGRAM FACEBOOK AND OTHER SOCIAL NETWORKS (ZYNGA, BUZZFORK...) EMAIL INVITATIONS (GMAIL/YAHOO API) (LINKEDIN) FORUMS, ARTICLES... (ZEROCLIPBOARD) SMS (IOS & ANDROID SDK) WORD OF MOUTH
  13. 13. MAKE THE EXPERIENCE PERSONAL IS A GROWTH SOURCE FOR WORD OF MOUTH (ANOTHER EXAMPLE OF CARING)
  14. 14. IT’S ALL ABOUT THE MOMENT HAPPY MOMENT VS USER’S PAIN FIND HAPPY MOMENTS WHERE YOU CAN ASK A USER TO MAKE A REFERRAL DESIGN A PROGRAM TO ✓ CAPITALIZE ON THAT MOMENT. ✓ FIND THE PAIN AND REWARD SOME BEHAVIOR.UNDERSTAND A USER’S PAIN TO MAKE A REFERRAL. TEST, OPTIMIZE AND AUTOMATE
  15. 15. DO USERS WHO MAKE REFERRALS STICK AROUND LONGER? (CHECK WITH MIXPANEL)
  16. 16. IS YOUR PROGRAM IMPACTING YOUR SIGNUP CONVERSION RATE? (CHECK WITH MIXPANEL TOO)
  17. 17. COMPARABLE METRICS YOU MUST KNOW TO DETERMINE IF YOU’RE MAKING PROGRESS WITH YOUR PROGRAM ✓ Participation Rate = Inviters / Active Users ✓ Spread rate = Recipients / Inviters ✓ Click Rate = Clicks / Recipients ✓ Registration Rate = Registrations / Clicks ✓ Product = Registrations / Active Users
  18. 18. #1 - HOW TO INFLUENCE PEOPLE? ROBERT B. CIALDINI - INFLUENCE: SCIENCE AND PRACTICE ✓ Social proof: show your audience they are not crazy because 1,000 other people are doing it too. ✓ Liking: people say yes to people they are similar too. Be less you and more like them. ✓ Reciprocity: give first and expect a favor in return.
  19. 19. #2 - HOW TO INFLUENCE PEOPLE? ROBERT B. CIALDINI - INFLUENCE: SCIENCE AND PRACTICE ✓ Commitment: getting people to commit to something small first helps getting them to say yes to the big question. Will you marry me? Ask for a testimonial before asking for a referral. ✓ Authority: When Barack Obama speaks on conversation, people listen. ✓ Scarcity: Scarcity makes people act. Invite your friends now and get a better reward.
  20. 20. #2 HACKS YOU CAN USE TO OPTIMIZE YOUR REFERRAL SYSTEM
  21. 21. LAUNCHING A REFERRAL PROGRAM HERE IS ONE SIMPLE METHOD EMAIL EACH OF YOUR USERS AND GIVE THEM THEIR UNIQUE REFERRAL CODE. (+ SOCIAL MEDIAS) WRITE A BLOG POST FOR USERS SEARCHING FOR THE REFERRAL PROGRAM ON THEIR BROWSER. SCHEDULE A SKYPE CALL WITH YOUR POWER USERS
  22. 22. YOU CAN ALSO ADD A LINK IN YOUR EMAIL SIGNATURE
  23. 23. NOTIFYING AND RETARGETING TO BOOST YOUR REFERRAL PROGRAM SEGMENTING, INTERACTING AND AMPLIFYING AT THE RIGHT TIME SCENARIOS SOMEONE IS USING YOUR APPLICATION SINCE 1 MONTH SOMEONE REACHED LEVEL 10 SOMEONE WATCHED 10 VIDEOS IN 48 HOURS SOMEONE VISITED 100 PAGES IN 24 HOURS MIXPANEL NOTIFICATIONS (EMAIL, SMS, PUSH OR IN-APP NOTIFS) PERFECT AUDIENCE (ADD HIM TO A LIST) CREATIVE IDEAS: - TO MAKE THEM UNDERSTAND THAT YOU HAVE A REFERRAL PROGRAM AVAILABLE. - TO SHOW THEM WHAT THEY CAN GET BY USING IT. - AND OF COURSE, SHOW THEM HOW MUCH YOU VALUE THEM (EX: THEPRINTFUL.COM)
  24. 24. SOMEONE JUST WATCHED ALL THE EPISODES HE BOUGHT ON KOUDETAT RETARGET THIS USER ON FACEBOOK TO MAKE HIM SHARE SOMETHING TO HIS CLOSEST FRIENDS
  25. 25. SOMEONE IS DOING SOMETHING AWESOME AND VISITED THE ABOUT PAGE 1 TO 1 SKYPE CALL WITH THE FOUNDER AND INTRODUCE HIM TO THE REFERRAL PROGRAM (AMBASSADORS)
  26. 26. HOW TO SPOT YOUR POWER USERS? TO ANALYSE AND TO TAKE CARE OF THEM ON A DAILY BASIS
  27. 27. WORD OF MOUTH REFERRAL USUALLY SEE BETTER RETENTION AND LTV
  28. 28. DON’T TREAT ALL YOUR USERS AS EQUAL CONSIDER HOW MUCH INFLUENCE A USER HAS WITHIN A GROUP
  29. 29. AND OF COURSE HOW VALUABLE THEY ARE. YOU DON’T TREAT A PRINCE OF QATAR THE SAME WAY YOU TREAT A PARISIAN.
  30. 30. STREAMLINE REGISTRATION BY INVITEE PREFILL THE INPUT IF THERE IS ONE
  31. 31. CUSTOMIZE REFERRAL CODES AIRBNB MAKE IT MORE PERSONAL
  32. 32. SPECIAL REFERRAL LANDING PAGES OPENING THE APP AFTER INSTALLING THROUGH AN INVITATION
  33. 33. PLAYING ON IDENTITY THE GREAT DROPBOX SPACE RACE
  34. 34. DON’T FORGET THE LEADERBOARD ACTIVE INVITERS LOVE THAT KIND OF STUFF
  35. 35. BECAUSE EVERY MOMENT IS AN OCCASION HERE IS MY BUSINESS CARD SIR. ;-)
  36. 36. WHEN THE PRODUCT OR YOUR APP BECOME A REFERRAL BY THEMSELVES.
  37. 37. BE SMARTER: “FREE WITH YOUR FRIENDS” HACK “THE GROWING FROM AN EXISTING USER BASE” MINDSET
  38. 38. MAKE YOUR PRODUCT EXPERIENCE SHAREABLE DIAMOND CANDLES
  39. 39. YOU CAN LET THEM CHOOSE THE REWARD BUT BE VERY CAREFUL ABOUT COMPLEXITY
  40. 40. BUILD A DOUBLE VIRAL LOOP THE LINKEDIN EXAMPLE LINKEDIN USERS INVITE FRIENDS TO JOIN LINKEDIN. (EMAIL INVITES) A NEW USER JOIN LINKEDIN EMAIL NOTIFICATIONS TO RE-ENGAGE EXISTING USERS AND TO ASK THEM TO INVITE MORE
  41. 41. UNDERSTAND WHICH CHANNELS WORK BEST FOR YOUR INVITES (AND REDESIGN YOUR REFERRAL PROGRAM)
  42. 42. BE CAREFUL WITH BULK EMAILS (REMEMBER THAT YOUR SMTP IPS MAY BE BLACKLISTED)
  43. 43. IF YOU HAVE A PROMO CODE PROGRAM (SUBMIT THEM TO SOME COUPON WEBSITES)
  44. 44. THE LOOP REMINDER SEND A PERFORMANCE EMAIL TO NOTIFY YOUR REFERRERS
  45. 45. ERIN CONDREN MAYBE THERE IS SOME HACK TO DO WITH A GIF TOO
  46. 46. MEASURE HAPPINESS IMPROVE NPS - USERS REFER PRODUCTS THEY TRULY LOVE
  47. 47. HACKING THE NPS HUUUM YOU LOVE OUR SERVICE? WOULD YOU PLEASE SHARE IT TO SOMEONE?
  48. 48. CONCLUDING RECOMMENDATIONS CUSTOMIZATION IS NOT OPTIONAL ✓ PERSONALIZE THE REFERRAL CODE. ✓ PERSONALIZE YOUR LANDING PAGE WITH THE INVITER’ S NAME AND PICTURE. ✓ CREATE A REFERRAL COMPETITION AMONG USERS. ✓ GIVE THEM STORIES TO TELL.
  49. 49. HOW TO PREVENT ABUSE? YOU HAVE TO EXPECT FRAUD IP ADDRESSES (CAN BE GAMED WITH PRIVATE PROXIES) EMAILS (BLOCK GUERRILLAMAIL AND CO) MOBILE PHONE NUMBERS (CAN BE GAMED WITH PRIVATE PROVIDERS LIKE ONOFF.FR) MAC ADDRESS (CAN BE FOUGHT WITH VIRTUAL MACHINES) USING ONLY THIRD PARTY PROVIDERS TO CREATE AN ACCOUNT (DIFFICULT TO GAME)
  50. 50. #3 SOLUTIONS TO BUILD A REFERRAL SYSTEM
  51. 51. BUILDING A REFERRAL SYSTEM IS HARD WORK. IT TOOK A 5 PERSON TEAM (WITH LOTS OF BORROWED HELP!) 3 FULL MONTHS AND 30,000 LINES OF CODE TO DO AIRBNB’S REFERRALS 2.0 SYSTEM.
  52. 52. AUTOMATE YOUR REFERRAL PROGRAM WITH GETAMBASSADOR OU REFERRALCANDY
  53. 53. DETECTING IF SOMEONE SHARED ON FB OF COURSE, HE MAY DELETE THE POST LATER
  54. 54. DETECTING IF SOMEONE CLICKED ON THE LIKE BUTTON You can also subscribe to edge.remove https://developers.facebook.com/docs/reference/javascript/FB.Event.subscribe/v2.3
  55. 55. DETECTING IF SOMEONE TWEET You can also subscribe to a follow, a retweet, a favorite... https://dev.twitter.com/web/javascript/events
  56. 56. #4 A FEW REASONS PEOPLE AREN’T SHARING YOUR REFERRAL PROGRAM
  57. 57. BAD LOCATION MEANS BAD DISTRIBUTION DON’T JUST PUT YOUR REFERRAL PROGRAM IN YOUR FOOTER
  58. 58. MAKE IT EASY TO SHARE FRICTION IS BAAAAD
  59. 59. SUGGEST INVITES IF THEY SIGNED UP FROM GMAIL, FACEBOOK, YAHOO...
  60. 60. FROM THE ADDRESS BOOK RANK PEOPLE BASED ON THE TARGET USER FOR YOUR APP #1. The names of people in your address book actually reveal much information: “hubby”, “wife”, “sis”, “bro”, “bff”, “bestie”, “dad”, “mom”... #2. Another way to determine close family and friends is to look for contacts with the same last name as the phone’s owner. #3. Furthermore, if an entry contains emojis, you can interpret positive or negative emotions based on the specific symbols used
  61. 61. YOU CALL TO ACTION ISN’T CLEAR ENOUGH MAKE IT AS SHORT AND INVITING AS POSSIBLE
  62. 62. REDUCE THE FRICTION BUT BE CAREFUL. YOU DON’T WANT TO LEAVE THE USER CONFUSED AND FRUSTRATED BY NOT EXPLAINING THE PROGRAM CLEARLY.
  63. 63. DON’T BE A DOWNER. AVOID TELLING PEOPLE THEY’VE EARNED $0 OR 0 CREDITS.
  64. 64. NOT CHOOSING THE RIGHT INCENTIVE INCENTIVE AREN’T ALL CREATED EQUAL
  65. 65. DON’T LOCK YOUR REFERRAL PROGRAM BEHIND A SIGN UP OR A LOGIN
  66. 66. CONCLUSION
  67. 67. IN A NUTSHELL, THINK ABOUT REFERRAL WHEN YOU START TO HAVE SOME POWER USERS IN YOUR APP ✓ THE ECONOMIC BENEFIT (ABILITY TO RUN CAMPAIGNS WITH A HIGHER CPA) ✓ SOCIAL PROOF (MORE CREDIBILITY AND PATIENCE WITH THE PRODUCT) ✓ A GOOD INDICATOR FOR PRODUCT MARKET FIT.
  68. 68. AND OF COURSE, DON’T FORGET. SHARING A GREAT PRODUCT IS THE BEST INCENTIVE.
  69. 69. THANK YOU QUESTIONS?

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