Download - GrowthHacking-Retencao · Title: GrowthHacking-Retencao Created Date: 9/20/2016 10:30:29 AM
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CONSTRUINDOPRODUTOS VICIANTES
Semana 5 do curso de Growth Hacking
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The Hook
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The Hook
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1. Seu celular estava no silencioso, então você não ouviu ele chamar.
2. Você estava em uma reunião onde não podia atender. Ou o celular estava longe e você não conseguiu chegar até ele a tempo.
3. Você ouviu chamar, mas viu que era um vendedor de telemarketing ou alguém que você queria evitar, por isso não atendeu.
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Momento • Hora do dia • Dia da semana • Ação (Linkedin, Pinterest, iFood)
Sentimento • Dor / Prazer • Medo / Esperança • Aceitação / Rejeição • 5 Porquês
Canal • Email • Push notification • Mídia social • Sinal de fumaça
Conteúdo • Redação • Layout • Visual • Design, UX
Gatilhos externos
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The Hook
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Obstáculos
• Tempo • Dinheiro • Esforço físico • Ciclos cerebrais • Desvio social • Não-rotina
Gatilhos
• Motivacionais – Alta habilidade – Baixa motivação
• Facilitadores – Alta motivação – Baixa habilidade
• Sinalizadores – Alta motivação – Alta habilidade“AHA moment”
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The Hook
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Por que “variáveis”?
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Recompensas sociais
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Recompensas da caça
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Recompensas internas
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The Hook
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Psicologia do consumidor
• Comprometimento
• Consistência
• Reciprocidade
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Tipos de investimento
• Conteúdo – Spotify – Netflix – Timeline do Facebook
• Dados – Perfil do Linkedin
• Seguidores – Twitter – Facebook
• Reputação – eBay / Mercado livre – Airbnb
• Habilidade – Photoshop – iPhone / Android – Windows / Mac
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