Post on 11-Jan-2017
guerrilla marketing
who da guerrilla?
ooo ooo ahh ahh
1. how guerrilla works2. basics of guerrilla3. guerrilla war stories4. concluding thoughts5. guerrilla marketing toolbox
1. objective2. hypothesis3. experiment4. conclusion5. iterate
how guerrilla works
I want more .
objective
If we then we’ll get more .
hypothesis
● assume nothing● track your experiments ● qualitative vs. quantitative● gather enough “data”
experiment
● did the experiment work as planned?
● if it didn’t, what did you learn?
conclusion
iterate
● experiment● experiment● experiment● experiment● experiment
“Failure is part of the process, and that’s OK.”
basics of guerrilla
● “borrow”● spam● hack● incentivize● think outside the
“The #1 rule about growth club is that you don’t talk about growth.”
Screw it, let’s talk about growth.
guerrilla war stories
● event hacking● manipulating quora● hack internet communities● buying backlinks● building backlinks
● buying trust / and social proof● negative SEO attacks● community-driven content● buying karma● engineering-as-marketing
guerrilla war stories
● lead magnets / squeeze pages● scientific content hacking● study what others are doing● other random stuff
guerrilla war stories
Food by People
http://tech.co/buy-and-sell-baked-goods-online-easily-with-food-by-people-2013-04
Food by People
event hacking
https://www.eventbrite.com/e/food-crawl-2013-at-sxsw-tickets-5514917266#
event hacking
event hacking
event hacking
event hacking
event hacking
event hacking
event hacking
hack internet communities
https://static.pinboard.in/prosperity_cloud.htm
hack internet communities
hack internet communities
http://www.wired.com/2013/01/pinboard-spending/
hack internet communities
hack internet communities
hack internet communities (2)
hack internet communities (2)
hack internet communities (2)
hack internet communities (2)
hack internet communities (2)
https://trello.com/c/cSO9bu1D/3-food-by-people
42Floors
manipulating quora
manipulating quora
manipulating quora
https://www.fiverr.com/search/gigs?utf8=%E2%9C%93&search_in=everywhere&query=quora
manipulating quora
manipulating quora
https://www.quora.com/profile/Bernard-Huang-2
manipulating quora
manipulating quora
“You gotta know someone that knows someone.”
buying links
buying links
buying links
https://www.semrush.com/info/42floors.com
buying links
buying links
building links
building links
building links
building links
http://www.viperchill.com/private-link-building/
buying trust
buying trust
buying trust
buying social signals
GameRunners
http://www.dailydot.com/esports/league-coaching-gamerunners-launch/
GameRunners
negative SEO attacks
negative SEO attacks
negative SEO attacks
community-driven content
community-driven content
community-driven content
community-driven content
https://www.reddit.com/r/summonerschool/comments/2kp5b8/how_bjergsen_plays_yasuo/
buying karma
buying karma
BakeCalc
engineering-as-marketing
engineering-as-marketing
http://www.bakecalc.com/cake-pricing-calculator/
engineering-as-marketing
engineering-as-marketing
engineering-as-marketing
lead magnets / squeeze pages
lead magnets / squeeze pages
lead magnets / squeeze pages
scientific content hacking
https://app.buzzsumo.com/research/most-shared
scientific content hacking
scientific content hacking
Study what others are doing
“If you don’t try it, chances are somebody else will.”
eat24 ads on porn websites
https://www.fastcompany.com/3017329/fast-feed/advertising-on-porn-sites-works-just-ask-eat24
wepay frozen money
https://techcrunch.com/2010/10/26/wepay-ice-paypal/
dollar shave club - $1B
https://www.youtube.com/watch?v=ZUG9qYTJMsI
Other random stuff
give out random stuff
trip wires* (read the article)
http://www.digitalmarketer.com/customer-value-optimization/
smoke tests
https://betalist.com/startups/towel-a-day
meetup hacking
meetup - be an influencer
meetup - rank in google
● craigslist spamming● hackernews voting rings● door-to-door sales● integrate w/ APIs just to be
listed on marketplace or website (eg. salesforce app exchange)
and more
● good product ≠ distribution● best for early stage● amplify / copy / borrow what’s
already working● happy guerrilla marketing!
concluding thoughts
@500Startups- @matjohnson- @ammineni- @selcukatli
@42Floors- @jasonfreedman- @waratuman- @jonbracy- @benehmke
@Betaspring
thanks@Tradecraft
- @tomhinbox- @lauralynnz
and- @darrennix- @distrodom- @catone- @burakbuyukdemir- @hangsu
guerrilla marketing toolbox
http://bernardjhuang.com/growth-hacking-toolbox/