LegalTech is the reaction to the disruption that technology is having across all sectors of the economy. Considering that the legal sector is one of the most resistant to change, due to its conservative nature, we can see just how different the future will be. In this course, IE professor Marti Manent will guide you through the essential stages of this disruption in technology, giving you the key tools and ideas to consider when starting your online business. In the course, Marti explains the key market trends that you will encounter and will provide you with a handy practical toolbox. The course features interviews with industry professionals as well as very motivating and interesting lectures that will help you open your mind and better understand everything in the course. Be part of this disruption that technology is having in the legal sector and join Professor Marti during this exciting new course.
What is “Growth hacking”?
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來自 IE Business School 的課程
Legal Tech & Startups
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Growing and accelerating your Legal Tech Startup
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Marti ManentProfessor
Director Programa Legal Bridge to Silicon Valley
Growth hacking. Wow, that is probably one of
the most amazing ways to increase your base of users.
But a lot of people don't know what it's growth hacking or
hacking the marketing of the way that we're doing marketing.
There are three ideas here.
The first one is an experimentation method that you quickly make experiments,
you quickly try new ways to
advertise your protocol service and quickly you make a decision.
For example in just one or two hour,
not in weeks, just in one or two hours,
and each day you try for example 10 or 20 or 30 different ways of marketing.
The second idea is you need to focus in just one metric for
example: you want to make your user base more bigger.
You want to increase the number of times that your users use your service.
The first thing there is a method to just check check
different ways of marketing each hour for example.
The second this focus in one number,
the number that you want to grow under trick
there is you're going to do that in a very effective way.
You are not going to use the old traditional methods like Radio-TV you're
going to try to imagine a way that we're not going to pay for your marketing.
It's a low cost alternative to traditional marketing.
For example if you just find a hack that
makes some video about your product or service and your target your
audience with a video or with that hack I think that is very very very
interesting using the old hacking but
it's very difficult because you need to have a team,
a team of marketing guys,
a team of technical guys working together very closely,
I'm going to explain some examples about growth hacking.
A lot of companies are probably you know they have been
using growth hacking techniques for example Facebook.
Facebook, they want that you use more more and more Facebook.
They want you to come back to Facebook.
And they say how how we can do that.
They just made e-mail notifications when someone tagged you in the photo.
What's that? They imagine that OK,
three or four or five years ago you use more e-mail than your social network.
And the Facebook people think OK how we can make that you go to Facebook.
They say OK we're going to send to you an e-mail,
when someone tagged you on a photo.
And the human are very curious and when I receive
an email saying you have been tagged in that photo
probably I'm going to make click to that link.
And then Facebook increased the rate of use by 75%.
Imagine that you can grow your business for 75%.
Yes with one decision, sending one e-mail.
It's amazing it's amazing to me and it's very cheap.
They don't need to pay ads on TV,
ads on any paper or ads on a Google search.
It's a technique that just sending an e-mail.
You just go back directly to Facebook.
You can think about for example Linked-In they use that fast way to get
new users sending e-mail to you probably each day
saying someone have recommend to- have recommended you,
someone want to be
your connection and it's a very effective way to increase the user base.
A second good experience about growth whacking is airbnb.
When airbnb started, there was a platform that the people was
publishing his apartment- they're apartment but they want
to reach more users because the people don't know yet airbnb.
And on that time it was
a very well known service in the United States that was Craigslist.
What the airbnb marketing guys thought was OK what
happened if each time that we publish and ad of a new house on airbnb,
automatically appear on Craigslist that was for free.
They say OK the people we can explain that you can
also publish there the ad you have put on airbnb no.
What he was talking about the technical guys
say what's happening which has developed a button that when
you publish something on airbnb just pushing
the button automatically just was published in Craigslist.
That was an amazing way to get new users and get new customers to airbnb.
In the next video I will explain more growing hack techniques.
I will explain the case of Dropbox,
pay pal and Hotmail. Let's see.
