Facebook 如何運用 Growth Hacking (中篇)

<?xml encoding="utf-8" ?>現在我們來看什麼是 Growth Hacking ?來看Wikipedia上面的介紹:

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]

這裡有幾個重點詞彙:creativity, analytical thinking & social metrics。另外在方法上有:SEO, web analytics, A/B testing等。比起傳統的growth方法(比如投放在電視或者報紙上投放廣告)來說,growth hacker們更加專注於使用 低成本高數據化和創新性 的辦法。

說了這麼多理論的東西,難免枯燥;下面解釋 growth hacking 中的幾個要點,同時配上一些經典案例的分析:


從 3 個角度來分析為何我們需要自動化行銷