FOR HACKS = 0; HACKS < 3; HACKS ++
Growth hack your business in less than a hour
@gillesbertaux - @mention - bit.ly/mentio...
GILLES BERTAUX
Growth Manager @ Mention
@gillesbertaux - @mention - bit.ly/mention-unicorn
MEDIA MONITORING SOLUTION
Real time alerts on blogs, forums, social media, etc.
@gillesbertaux - @mention - bit.ly/mention...
CUSTOMER AS A CULTURE
Building a people-first product
@gillesbertaux - @mention - bit.ly/mention-unicorn
ACQUIRE TO BUILD. RETAIN TO GROW.
Kicking churn’s ass
@gillesbertaux - @mention - bit.ly/mention-unicorn
THE RIGHT TEAM FOR THE RIGHT JOB
Marketers, designers & engineers dedicated to growth.
@gillesbertaux - @mention - bit.ly/...
IN GROWTH HACKING EXPERIMENTING IS KEY
Once you find a successful hack it’s more a matter of time before it dies.
Hack adop...
3 * (HACKS < 1 HOUR)
Experiment, learn & repeat.
@gillesbertaux - @mention - bit.ly/mention-unicorn
#1 NPS: HOW WE REDUCED CHURN BY 50%
@gillesbertaux - @mention - bit.ly/mention-unicorn
1 2 3 4 5 6 7 108 9
NPS: NET PROMOTER SCORE
How likely is it that you would recommend our
service to a friend or colleague...
To detect frustrations and pain points with our paid customers
WE AUTOMATED OUR NPS PROCESS
@gillesbertaux - @mention - bi...
This is why we came out with our first
QUICK & DIRTY NPS-MVP SOLUTION
@gillesbertaux - @mention - bit.ly/mention-unicorn
Let’s take a deep dive into
OUR NPS PROCESS
Step 1: Email sent to all users 1 day after free trial ended
Step 2: Sends visitor to Mention, records the « Answered
NPS Survey » event with score value and free/paid
segmentation, t...
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
ne...
HOW DO WE USED THIS TO
CONVERT FREE USERS TO PAID USERS?
@gillesbertaux - @mention - bit.ly/mention-unicorn
« Thank you for your honesty »
if NPS score ≤ 6
« Upgrade Promotion »
if NPS score ≥ 9 + « expensive »
« Extend free trial...
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a coffee...
RESULTS
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5
@gillesbertaux - @mention - b...
HOW DO WE USED THIS TO
REDUCE CHURN BY HALF?
@gillesbertaux - @mention - bit.ly/mention-unicorn
Handled by handUpgraded NPS Survey
1 month after
Pain points handled. CHURN REDUCED BY HALF. Boom.
NPS AS A CHURN REDUCTIO...
WE HAVE COME A LONG WAY
We have dramatically improved this process
@gillesbertaux - @mention - bit.ly/mention-unicorn
IN APP NPS
to improve response rate
FULL SEGMENT INTEGRATIONS
with Satismeter (NPS), Customer.io (emails) and Helpscout (support admin)
@gillesbertaux - @ment...
Our ultimate goal is to handle most of the frustrations automatically
PERSONAL FEELING PERCEIVED > REALITY
@gillesbertaux ...
#2 ENRICH YOUR SUBMIT FORMS
@gillesbertaux - @mention - bit.ly/mention-unicorn
WHAT IF I TOLD YOU…
You could get the name, last name and social profiles
from a simple email input
@gillesbertaux - @menti...
SAY HELLO TO AUGUR.IO
API for getting personal data
Let’s get Jeff Clavier’s data
@gillesbertaux - @mention - bit.ly/menti...
« Jeff Clavier is a man, he went to Paris V University and he
has a master degree in Computer Science.
He works at Softech...
STEP 1: BUILD A LANDING PAGE
Create a simple form that requires an email address.
STEP 2: LISTEN TO EMAIL AND ENRICH IT
Get the email even before submitting and call the Augur.io API
$('form-input').focus...
STEP 3: GET THE DATA & PUSH IT TO SEGMENT
And reuse that data in every app that integrates with your segment account.
prop...
NOW WHAT? OPPORTUNITIES++
Retarget on Facebook ads, Twitter ads…
Customized automated email
Automatic tweets, auto visit l...
#3 PRODUCT HUNT LAUNCH EXPERIMENT
@gillesbertaux - @mention - bit.ly/mention-unicorn
WHO HAS EVER POSTED ON PRODUCT HUNT?
@gillesbertaux - @mention - bit.ly/mention-unicorn
GREAT PLATFORM FOR GREAT PRODUCTS
But also great launch strategies ;)
@gillesbertaux - @mention - bit.ly/mention-unicorn
ENDING UP ON THE HOMEPAGE CAN BE TOUGH
But not impossible if you know the right people
@gillesbertaux - @mention - bit.ly/...
STEP #1 DETECT WHO MIGHT HAVE PRIVILEGES
Scroll, scrap thumbnails images with Kimono and keep occurrences > 5
<div class="...
STEP #2 GET TWITTER HANDLES W/ PH API
Create a CSV with the « username » parameter (which == twitter username)
@gillesbert...
STEP #3 USE AUGUR.IO TO LOOP CSV
And match twitter id with email
@gillesbertaux - @mention - bit.ly/mention-unicorn
STEP #4 SEND EMAILS & PRAY FOR CONVERSION
Get their names and send personalized email using zapier
@gillesbertaux - @menti...
SO YES THIS IS FUN BUT…
Even if this could work, you should growth hack by the rules.
@gillesbertaux - @mention - bit.ly/m...
Thanks :)
Q: Can I have the slides/code ?

A: gilles@mention.com
Q: Who are you?
Gilles: @gillesbertaux



Our Product: ht...
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3 Growth Hacks To Test In Less Than an Hour

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This is the presentation we made at IdeaLabs in Antwerp, Belgium, for the "Unicorns & Rainbow" conference. The main topic was growth hacking.

We wanted the audience (and you guys) to test (and improve) those growth hacks for your own businesses. Those hacks were tested during our weekly iterations here at Mention.

Enjoy :)

Check out our blog here: http://blog.mention.com
Check out our plans here: http://bit.ly/mention-unicorn

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3 Growth Hacks To Test In Less Than an Hour

  1. 1. FOR HACKS = 0; HACKS < 3; HACKS ++ Growth hack your business in less than a hour @gillesbertaux - @mention - bit.ly/mention-unicorn
  2. 2. GILLES BERTAUX Growth Manager @ Mention @gillesbertaux - @mention - bit.ly/mention-unicorn
  3. 3. MEDIA MONITORING SOLUTION Real time alerts on blogs, forums, social media, etc. @gillesbertaux - @mention - bit.ly/mention-unicorn
  4. 4. CUSTOMER AS A CULTURE Building a people-first product @gillesbertaux - @mention - bit.ly/mention-unicorn
  5. 5. ACQUIRE TO BUILD. RETAIN TO GROW. Kicking churn’s ass @gillesbertaux - @mention - bit.ly/mention-unicorn
  6. 6. THE RIGHT TEAM FOR THE RIGHT JOB Marketers, designers & engineers dedicated to growth. @gillesbertaux - @mention - bit.ly/mention-unicorn
  7. 7. IN GROWTH HACKING EXPERIMENTING IS KEY Once you find a successful hack it’s more a matter of time before it dies. Hack adoption Curve Still working Declining efficiency
  8. 8. 3 * (HACKS < 1 HOUR) Experiment, learn & repeat. @gillesbertaux - @mention - bit.ly/mention-unicorn
  9. 9. #1 NPS: HOW WE REDUCED CHURN BY 50% @gillesbertaux - @mention - bit.ly/mention-unicorn
  10. 10. 1 2 3 4 5 6 7 108 9 NPS: NET PROMOTER SCORE How likely is it that you would recommend our service to a friend or colleague? @gillesbertaux - @mention - bit.ly/mention-unicorn
  11. 11. To detect frustrations and pain points with our paid customers WE AUTOMATED OUR NPS PROCESS @gillesbertaux - @mention - bit.ly/mention-unicorn
  12. 12. This is why we came out with our first QUICK & DIRTY NPS-MVP SOLUTION @gillesbertaux - @mention - bit.ly/mention-unicorn
  13. 13. Let’s take a deep dive into OUR NPS PROCESS
  14. 14. Step 1: Email sent to all users 1 day after free trial ended
  15. 15. Step 2: Sends visitor to Mention, records the « Answered NPS Survey » event with score value and free/paid segmentation, then redirects to a google form https://web.mention.net/nps?kmi={{email}}&kme=Answered  NPS   Survey&km_NPS  Score=10&km_NPS   type=free&next=free&form_entry.729634105={{email}} &form_entry.540215436=10  (Great)
  16. 16. User ID Event name Score value User segmentation kmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=free next=free form_entry.729634105={{email}} form_entry.540215436=10 (Great) User segmentation User ID Score value @gillesbertaux - @mention - bit.ly/mention-unicorn
  17. 17. HOW DO WE USED THIS TO CONVERT FREE USERS TO PAID USERS? @gillesbertaux - @mention - bit.ly/mention-unicorn
  18. 18. « Thank you for your honesty » if NPS score ≤ 6 « Upgrade Promotion » if NPS score ≥ 9 + « expensive » « Extend free trial » if NPS score ≥6≤8 + « upgrade later » Trial Expired NPS Survey 1 day after @gillesbertaux - @mention - bit.ly/mention-unicorn
  19. 19. 72% Opened 9% Replied 15% Clicked « Hi {{ first_name }}, It’s Jordan from Mention. I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}, thank you for your support ! I noticed you have a not yet upgraded to a premium plan. Seeing how you like it so much, I’d like to offer you a 30% coupon. » @gillesbertaux - @mention - bit.ly/mention-unicorn
  20. 20. RESULTS Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5 @gillesbertaux - @mention - bit.ly/mention-unicorn
  21. 21. HOW DO WE USED THIS TO REDUCE CHURN BY HALF? @gillesbertaux - @mention - bit.ly/mention-unicorn
  22. 22. Handled by handUpgraded NPS Survey 1 month after Pain points handled. CHURN REDUCED BY HALF. Boom. NPS AS A CHURN REDUCTION PROCESS @gillesbertaux - @mention - bit.ly/mention-unicorn
  23. 23. WE HAVE COME A LONG WAY We have dramatically improved this process @gillesbertaux - @mention - bit.ly/mention-unicorn
  24. 24. IN APP NPS to improve response rate
  25. 25. FULL SEGMENT INTEGRATIONS with Satismeter (NPS), Customer.io (emails) and Helpscout (support admin) @gillesbertaux - @mention - bit.ly/mention-unicorn
  26. 26. Our ultimate goal is to handle most of the frustrations automatically PERSONAL FEELING PERCEIVED > REALITY @gillesbertaux - @mention - bit.ly/mention-unicorn
  27. 27. #2 ENRICH YOUR SUBMIT FORMS @gillesbertaux - @mention - bit.ly/mention-unicorn
  28. 28. WHAT IF I TOLD YOU… You could get the name, last name and social profiles from a simple email input @gillesbertaux - @mention - bit.ly/mention-unicorn
  29. 29. SAY HELLO TO AUGUR.IO API for getting personal data Let’s get Jeff Clavier’s data @gillesbertaux - @mention - bit.ly/mention-unicorn
  30. 30. « Jeff Clavier is a man, he went to Paris V University and he has a master degree in Computer Science. He works at SoftechVC, he currently lives in Palo Alto CA and here’s his Youtube Profile: https://www.youtube.com/ user/jeffclavier » And there’s a lot more… @gillesbertaux - @mention - bit.ly/mention-unicorn
  31. 31. STEP 1: BUILD A LANDING PAGE Create a simple form that requires an email address.
  32. 32. STEP 2: LISTEN TO EMAIL AND ENRICH IT Get the email even before submitting and call the Augur.io API $('form-input').focusout(function() { var emailValue = $(‘.form-input').val(); window.augurAPI = "http://api.augur.io/v2/user?key=XXXX&email="+ emailValue; @gillesbertaux - @mention - bit.ly/mention-unicorn
  33. 33. STEP 3: GET THE DATA & PUSH IT TO SEGMENT And reuse that data in every app that integrates with your segment account. properties = { name: data.PRIVATE.name, gender: data.DEMOGRAPHICS.gender, city: data.GEOGRAPHICS.location_city, country: data.GEOGRAPHICS.location_country, twitter: data.PROFILES.twitter_handle, bioTwitter: null, linkedin: data.PROFILES.linkedin_handle };
  34. 34. NOW WHAT? OPPORTUNITIES++ Retarget on Facebook ads, Twitter ads… Customized automated email Automatic tweets, auto visit linkedin profile… Endless possibilites o/ @gillesbertaux - @mention - bit.ly/mention-unicorn
  35. 35. #3 PRODUCT HUNT LAUNCH EXPERIMENT @gillesbertaux - @mention - bit.ly/mention-unicorn
  36. 36. WHO HAS EVER POSTED ON PRODUCT HUNT? @gillesbertaux - @mention - bit.ly/mention-unicorn
  37. 37. GREAT PLATFORM FOR GREAT PRODUCTS But also great launch strategies ;) @gillesbertaux - @mention - bit.ly/mention-unicorn
  38. 38. ENDING UP ON THE HOMEPAGE CAN BE TOUGH But not impossible if you know the right people @gillesbertaux - @mention - bit.ly/mention-unicorn
  39. 39. STEP #1 DETECT WHO MIGHT HAVE PRIVILEGES Scroll, scrap thumbnails images with Kimono and keep occurrences > 5 <div class="post--actions--user" data-popover="click" data-popover- href="/posts/18201/users/36227" data-reactid=".2.0.2.1.0:$36227"> @gillesbertaux - @mention - bit.ly/mention-unicorn
  40. 40. STEP #2 GET TWITTER HANDLES W/ PH API Create a CSV with the « username » parameter (which == twitter username) @gillesbertaux - @mention - bit.ly/mention-unicorn
  41. 41. STEP #3 USE AUGUR.IO TO LOOP CSV And match twitter id with email @gillesbertaux - @mention - bit.ly/mention-unicorn
  42. 42. STEP #4 SEND EMAILS & PRAY FOR CONVERSION Get their names and send personalized email using zapier @gillesbertaux - @mention - bit.ly/mention-unicorn
  43. 43. SO YES THIS IS FUN BUT… Even if this could work, you should growth hack by the rules. @gillesbertaux - @mention - bit.ly/mention-unicorn
  44. 44. Thanks :) Q: Can I have the slides/code ?
 A: gilles@mention.com Q: Who are you? Gilles: @gillesbertaux
 
 Our Product: http://mention.com
 Our Blog: http://blog.mention.com

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