作者:
Ryan Holiday 出版社: Portfolio 副标题: A Primer on the Future of PR, Marketing, and Advertising (APenguin Special from Portfolio) 出版年: 2013-9-3 页数: 56 定价: USD 10.31 装帧: kindle ISBN: 9780698138247
Dropbox, Facebook, AirBnb, Twitter. A new generation of multibillion dollar brands built without spending a dime on “traditional marketing.” No press releases, no PR firms, and no billboards in Times Square.
It wasn’t luck that took them from tiny start-ups to millions of users and massive valuations. They have a new strategy, called Growth Hacking. And it works.
Dropbox, Facebook, AirBnb, Twitter. A new generation of multibillion dollar brands built without spending a dime on “traditional marketing.” No press releases, no PR firms, and no billboards in Times Square.
It wasn’t luck that took them from tiny start-ups to millions of users and massive valuations. They have a new strategy, called Growth Hacking. And it works.
In this e-special, bestselling author Ryan Holiday shows how the marketing game has changed forever. He explains the growth hacker mindset and provides a new set of rules—critical information whether you’re an aspiring marketer, an entrepreneur, or a Fortune 500 executive.
"Growth hackers are the new VPs of marketing, and this book tells you how to make the transformation."
—Andrew Chen, Silicon Valley entrepreneur, essayist and advisor
"This book is a wake up call for every marketing exec in the business. And a tutorial for engineers, IT, founders and designers. Read it."
—Porter Gale, Former VP of Marketing at Virgin America and author of Your Network is Your Net Worth
“Holiday is part Machiavelli, part Ogilvy, and all results…this whiz kid is the secret weapon you’ve never heard of.”
—Tim Ferriss, #1 bestselling author of The 4-Hour Workweek, investor in Twitter, Uber and TaskRabbit
"Ryan captures the power of the growth hacker mindset and makes it accessible to marketers at companies of all types and sizes. If you don't see a boost in results after reading this book, something is wrong with your product.”
—Sean Ellis, former growth hacker at Dropbox, and founder of Qualaroo
"Finally, a crystallization and explanation of growth hacking in easy to understand terms—and better yet, real strategies and tactics for application."
—Alex Korchinski, Director of Growth, Soma
"Ryan's book will help every lean entrepreneur trying to grow their business and master the art of marketing and growth."
—Patrick Vlaskovits, author of The Lean Entrepreneur
作者简介
· · · · · ·
Ryan Holiday is the bestselling author of Trust Me I’m Lying: Confessions of a Media Manipulator. After dropping out of college at 19 to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians, and served as director of marketing at American Apparel. He currently lives in Austin and writes for Tho...
Ryan Holiday is the bestselling author of Trust Me I’m Lying: Confessions of a Media Manipulator. After dropping out of college at 19 to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians, and served as director of marketing at American Apparel. He currently lives in Austin and writes for Thought Catalog and the New York Observer.
目录
· · · · · ·
STEP 1 IT BEGINS WITH PRODUCT MARKET FIT
STEP 2 FINDING YOUR GROWTH HACK
STEP3 TURN 1 INTO 2 AND 2 INTO 4-GOING VIRAL
STEP4 CLOSE THE LOOP:RETENTION ANDOPTIMIZATION
MY CONVERSION:PUTTING THE LESSONS INTO PRACTICE
STEP 1 IT BEGINS WITH PRODUCT MARKET FIT
STEP 2 FINDING YOUR GROWTH HACK
STEP3 TURN 1 INTO 2 AND 2 INTO 4-GOING VIRAL
STEP4 CLOSE THE LOOP:RETENTION ANDOPTIMIZATION
MY CONVERSION:PUTTING THE LESSONS INTO PRACTICE
· · · · · · (收起)
Look at eBay, which in 2012 partnered with Gogo - the inflight wifi provider - to provide free access to eBay.com for customers on Delta and Virgin America flights. (That is, the wifi service still costs money but anyone with a laptop can get on for free to browse eBay.) What is eBay doing with this move. Well, they're getting a crack at hundreds of thousands of potential customers (bored and stuck ones at that) via someone else's platform - proving that even original tech-bubble companies can still growth hack.
And the most important lesson in this particular play? Because it's digital and platform driven, eBay can easily track the revenues and traffic sent to their site from Gogo. To decide whether they should continue, cancel, or expand to other in-flight wifi carriers, all eBay will ne... (查看原文)
On the other hand, Airbnb invested heavily in an expensive program that a lot of growth hackers doubted at first. In 2011, in an effort to improve the site's aesthetic appeal and attract higher-end customers, Airbnb began offering free professional photography for its listings. If you listed your house on the service, they'd send a pro over to taking amazing photos that made your house look irresistible. Why? Because, as they put it, "Taking crisp, well-lit and composed photographs that accurately convey the look and feel of the space is the most difficult part of creating a listing, so we make it easy."
Though this approach is untraditional, you can see how this checks off so many growth hacking objectives. It increases the conversion rate, increases the price a listing can charge, draws ... (查看原文)
In all honesty, much of the content in the book is pretty straight forward and unintuitive. But it does the job of letting people know and think about growth hacker marketing surprisingly well. After reading the book I do think about all the things perhaps ...
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壹°
广东人民出版社2016版
Chowchow91
我不是SaCom呢
广东人民出版社2016版
0 有用 Cuckoo 2016-08-24 18:20:08
商学课暑假阅读：选这本书是因为被封面吸引，但是内容真的就是一篇文章能说明白的…好的地方是有很多例子和网站链接，以及作者是很厉害的图书推广人，讲了讲怎么marketing books
0 有用 Initial_X 2016-03-03 17:00:32
这是一本很短的书，算是Growth hacking的综述。虽然短，却是一本很好的书，原因在于作者把growth hacking的精髓把握住了。如同作者所说，growth hacking并不是一种工具，而是一种思维方式。这是一种正在颠覆传统营销方式的思维方式，它看起来不像过去那些巨大的广告牌或者明星代言看起来那么酷，但却exponentially更有效。这是一本好书的另一个原因在于，作者并非只停留在... 这是一本很短的书，算是Growth hacking的综述。虽然短，却是一本很好的书，原因在于作者把growth hacking的精髓把握住了。如同作者所说，growth hacking并不是一种工具，而是一种思维方式。这是一种正在颠覆传统营销方式的思维方式，它看起来不像过去那些巨大的广告牌或者明星代言看起来那么酷，但却exponentially更有效。这是一本好书的另一个原因在于，作者并非只停留在理论层面，而有过成功的实践经验。而这个经验，恰好用在的是给大名鼎鼎的timothy ferriss的第三本书《The 4-Hour Chef》的推广中。更有意思的是，我本人恰好就是他们采用BitTorrent推广的受众之一（恍然大悟）。 (展开)
0 有用 asterisk 2017-02-19 22:26:38
简单清晰，入门增长黑客的概念
1 有用 Eleven 2015-01-25 12:40:42
the product and the market are in sync...不过一篇文章就能搞定的东西干嘛要弄成一本书...
0 有用 Isala 2021-04-16 22:41:40
有3年+互联网 marketing 从业经验的人应该会觉得看了个寂寞吧....