‘Growth Hacker is the new VP Marketing’ via Andrew Chen
Traditional mass marketing is dying. There is a new breed of badass marketers coming up in the world; these guys are a mix between marketing and engineering. Conventional marketing campaigns take time to yield results, while engineering an experience built for growth or engagement is newer, faster and the future of marketing. Growth hackers manage to leverage ‘superplatforms’ and acquire millions of users within an extraordinarily short time.
These guys understand and see past technical capabilities and limitations. For them there are no dead ends, but exciting opportunities to get their hands dirty to start making, coding, hacking and delivering. When these guys integrate user experience, analytics and a viral marketing mechanism within the use of the product itself they expose their product to millions of users. Andrew Chen’s article supports this growth hacking revolution by an impressive case study of Airbnb and a Craigslist hack integration.
The Craigslist integration for Airbnb is geniusly integrated into the user flow, a simple bridge between the old and new way of finding a place to stay. Integrating a bridge between the old (your potential users) and your new service within a user’s flow, creates a viral engine of growth that operates every time your service is used.
How do you become a growth hacker? Read Andrew Chan’s follow up post here.
Exposing your service to these superplatforms is the key to quickly increasing your reach. But how did these superplatforms grow themselves? Contact importing was a key contributor. The most successful and fastest growing social networks in the world leveraged the superplatforms of their era – email contact lists.
A main acquisition priority is getting existing users to send invitations and referrals by enabling them to import their contacts then collecting, analyzing and tweaking each stage/action of the invited user until they sign up. A member of the Facebook growth team, Andy Johns, provided some valuable insight to the strategies they used over on Quora: Facebook Growth & Traction: What are some decisions taken by the “Growth team” at Facebook that helped Facebook reach 500 million users?. Another interesting answer by Andy summarizes the core expertise behind the growth team’s approach to the challenge, 1 billion or more active monthly users.
Finally a useful list of some great strategies recommended by Andy Johns for conversion optimization, also on Quora. Grow much and prosper. ;p