Growth Hackers Dublin #4
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Growth Hackers Dublin #4

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Slides from the fourth Growth Hackers Dublin meetup.

Slides from the fourth Growth Hackers Dublin meetup.

ti.to/predict/growth-hackers-dublin/

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Growth Hackers Dublin #4 Growth Hackers Dublin #4 Presentation Transcript

  • Free Lifetime Account Giveaway
  • Emily Cunnane Rob Cumiskey
  • Growth Hackers 10 July 2014 View slide
  • • Studied BComm and joined Deloitte as Graduate Consultant straight out of college. • Joined Hailo May 2012 • Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue ROB CUMISKEY EMEA MARKETING MANAGER - HAILO View slide
  • The HAILO Story MARCH 2014
  • Since Nov 2011 Hailo has launched in London, Manchester, Dublin, Cork, Limerick, Galway, Toronto, Montreal, Chicago, Boston, New York, Washington D.C., Madrid, Barcelona & Osaka.
  • NOW LIVE IN 20+ IRISH TOWNS AND CITIES
  • Launched November 1, 2011 in London by three taxi drivers and three tech entrepreneurs.
 
 And we started on a boat in London THE HAILO STORY
  • TECH ENTREPRENEURS LONDON CAB DRIVERS Russell Hall Founder Terry Runham Founder Gary Jackson Founder Jay Bregman CEO, Founder Caspar Woolley COO, Founder Ron Zeghibe Chairman, Founder
  • SOME OF THE BEST INVESTORS
  • THESE HAVE INVESTED IN OTHER GREAT TECH START-UPS
  • HAILO STATS The world’s highest-rated taxi app – Hailo has over 20,000 reviews.
  • Over 50,000 drivers across the world are already working with Hailo. HAILO STATS
  • A Hailo hail is accepted somewhere in! the world every 2 seconds. HAILO STATS
  • Since November 2011, over 1m+ people have downloaded and registered on Hailo. HAILO STATS To date, Hailo has carried over 13 million passengers.
  • That is enough to travel to the moon and back 57 times. HAILO STATS
  • ! - Ireland launch - Brand - Digital - Social / CRM - Product
  • BRAND & LAUNCH
  • Objectives: ! 1. Create a distinctive brand identity for Hailo 2. Increase awareness and trust of Hailo in Dublin 3. Reach 55,000 registered customers by year end 4. Increase jobs going through the system
  • Brand ! It’s not about how much you spend on advertising ! A promise A living, breathing entity ! - Visual Identity - Tone and personality - Quality - Customer Service - Consistency
  • OUR PAIN POINTS
  • Download -> Registration ! Registration -> First Hail ! Getting more jobs from our active customers ! Churning Customers
  • Introducing Marketing KPIs (thanks to our data scientists) ! CPRU Jobs Per Registered User Registered Customers (Quality) ! Getting to grips with LTV
  • Marketing at HAILO
  • EMEA NA PERFORMANCE PR/SOCIALCRM Our Marketing Structure BRAND CITIES CITIES DATA
  • 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  • DIGITAL CRM SOCIAL SUSTAINABLE GROWTH
  • Brand ! Invest up front ! Digital ! Be early, stay fresh ! Social ! Right message, right audience, right moment
  • DIGITAL
  • 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  • Paid digital Acquisition and engagement through digital channels Focus on mobile – Direct Response, Geo-targeting, Custom Audiences Target, test and optimise for low CPA Acquisition Engagement Facebook App Install Ads Twitter – Promoted Tweets (install links) Mobile App Ads Twitter – Promoted Accounts Twitter- Promoted Tweets (RTs, Clicks, Replies) FB Fan Acquisition
  • Acquisition Facebook install ads Twitter acquisition (promoted tweets with links)Mobile display
 (trackable to install)
  • Engagement Twitter promoted accounts
 (cost per follower) Twitter cost per engagement
 (clicks, RTs, impressions)
  • Performance Marketing - Summary Improved optimisation through new technology HasOffers (acquisition tracking) and Mix Panel (app analytics) allow us to do CPA by channel & cohort analysis
 Be early, stay fresh Go in early with new media before user fatigue or competitors drive up the cost Frequent creative refresh required; images beat copy
 Broaden number of channels to test Learning: we are limited because we require Geo-targeting to city level
  • SOCIAL / CRM
  • 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  • Social ! Right message, right audience, right moment
  • PRODUCT
  • Brand ! Invest up front Let it permeate through every channel and everything you do. ! Digital ! Be early, stay fresh ! Social ! Right message, right audience, right moment
  • Global mHealth market
  • Global mHealth market $20.7 billion by 2018
  • 29.1 million obese people in the EU ! may use mHealth solutions regularly in 2017
  • Europe will be the biggest mHealth market in 2017. ! !
  • Europe will be the biggest mHealth market in 2017. ! EU = $6.9 billion market opportunity
  • Europe will be the biggest mHealth market in 2017. ! EU = $6.9 billion market opportunity VS US = $6.5 billion market opportunity
  • Content and application developers have an ! mHealth market opportunity of $2.6 billion.
  • 52% of patients want access to healthcare ! providers more conveniently/effectively. PWC mHealth Report
  • Cultural Tension People are not at their best, because they are working so hard they are not focusing on the things that really matter.
  • Prospr’s Best Self PROSPR helps people to realise their potential by giving them the tools and support they need to become healthier, happier and more productive individuals.
  • PROSPR believes that the world would be a better place… if people realised their potential by focusing on the things that matter in life.
  • - Connect with a nutrition pro - Track your food with pictures - Get feedback on what you’re eating
  • - Answer simple questions about how your day is going - Get inspired with tips and encouragement - See the results
  • - See what others around you are eating - Stay inspired with encouragement and great recipes
  • NUTRITIONIST
  • NUTRITIONIST CLIENTS
  • NUTRITIONIST CONSUMER CLIENTS
  • VALIDATION •68% of our respondents said that they would be likely or very likely to use Prospr ! •Nutritionist team giving feedback and advice on our proposals ! •5 beta testers of MVP with client base of 200
  • WHERE ARE WE? ! ! "  Core team selected ! ! "  Initial UX design ready ! ! "  Prototype built ! ! "  Phase 1 customer validation completed ! ! "  Secured advisor team ! ! "  Android MVP build started and planned completion for end July
  • OUR TEAM
  • ROB CEO/FOUNDER Business and marketing background and has start-up experience (Hailo and Simply Zesty).
  • FABIO LEAD ENGINEER Experienced Senior Software Engineer with 10 years developing in .NET and mobile technologies.
  • Wealth of knowledge and experience from working in the nutrition and fitness industry for 12 years. GARY Bus Dev
  • Experienced marketing and business professional with 5+ years in the media industry. DAVE MARKETING/ OPERATIONS
  • ADVISORS PAT PHELAN TRUSTEV NIALL HARBISON PR SLIDES LOVIN’ DUBLIN IVAN MACDONALD DIAL2DO MYSAY JIM CUMISKEY PROJECT & PORTFOLIO MANAGEMENT EXPERT JOHNNY WALKER HEALTH FOUNDERS GLOBAL DIAGNOSTICS
  • THANK YOU PROSPRHEALTH.COM FACEBOOK.COM/PROSPRHEALTH @PROSPRHEALTH
  • 10/06/14 Recent Developments in Matrix
  • Who are we? ! ! Matrix Internet We are a digital marketing and web agency based in Dublin. ! We were formed in 2000 and we have a client base of approximately 700 organisations across many industries. We have a hugely experienced team of business conscious professionals who can help you to achieve your goals.
  • The Problems ● Shops are finding it difficult connecting with customers and engage with them. ! ● Wifi use is usually paid or clunky ! ● The Shop gains nothing from providing wifi
  • What do we propose
  • What do we propose ! ● Give reliable and secure wifi ! ● Make thee wifi easy to access ! ● Collect the Demographic information ! ● people pay with their demographic information
  • Its all about Data: The Analytics on the backend help you understand what your users are doing while on the Wifi. ! Info Given Gender Age Name Email address Social media info Phone number etc.
  • Case Study
  • What are the goals ! ! ! 1/ Connect to the customers coming in store. ! 2/ Provide a free Guest wifi service. ! 3/ Start building a following among their regulars.
  • Case Study Facebook Followers
  • Case Study Twitter Followers
  • Case Study Form Sign ups
  • Stop, look and listen
 
 Stephen O’Leary
 Media Analyst Growth Hackers Dublin 2014 ! Irish Times Building, July 10th 2014
  • Henry 
 Ford
  • 
 “If I had asked my customers what they wanted, they would have said a faster horse.”

  • In 2012, we started tracking the following phrases:
  • “I wish someone invented…”
  • “If only there was a way to…”
  • “Will somebody please create a …”
  • “Will someone please build…”
  • 10 phrases ! 24 months ! 250,000 results
  • Here’s what we found…
  • “…please invent…”
  • 2012
  • 2014
  • 2012
  • 2014
  • 2012
  • 2014
  • “I wish someone invented…”
  • “I wish someone made…”
  • “Will someone please create a…”
  • To conclude….
  • Thank You
 
 Stephen O’Leary
 Media Analyst Growth Hackers Dublin 2014 ! Irish Times Building, July 10th 2014
  • Mick Crean
  • Michael Crean – Founder & IT & Operations Manager
  • About Me ! • Worked in Auto industry then IT • Founded MicksGarage.com while unemployed in 2003. • IT Systems architect, software developer and operations manager • Involved in all aspects of business from Management, IT to warehousing, Marketing, Customer Service, Voip Systems, Fraud Control and everything in between. • Technology, marketing, innovation and process are my passion
  • About MicksGarage.com • Online retailer of car parts and accessories • Technology company that sells information • 42 Employees across IT, marketing, Warehousing, CS, Accounting • Sell to approx 70 countries on monthly basis • 6+ million data records • Average age of our employees is just under 30 • Innovation is key to our success • We try to lead rather than follow with everything we do.
  • Website is your shop window ! ! • Must be kept updated • Must be kept clean • Must be current • Must entice customers to take a further look
  • 
 “Its just a website, cant be that difficult” ▪ Infrastructure Management ▪ Data Management ▪ Content Management ▪ Order Management ▪ Order Dispatch ▪ Customer Service ▪ Returns Management ▪ Fraud Management ▪ Pricing Strategies ▪ Marketing
  • Marketing • Get Data Right – Its all about data • Leaflet Drops (event hijacking) • Google Adwords • Facebook • Radio • PR • Viral Video – Paddys Day • Channel sales – challenge to convert to MG customers • Dispatch product images – we send image to customers • Garth Brooks Helpline (01-4404167) • Dummy Products • Tread Gain - Tread Gain • Bren Tube - Bren Tube
  • Adwords • Get Data Right – Its all about data • Never bid for number 1 position • Only run a ROI model • Don’t use broad keywords to start with • Make sure your ads and URLs are accurately targeted • Use plenty negative keywords • Don’t accept Googles suggested bid • Get landing pages right • Always split test ads • Use call to action • Adwords Automation
  • Automation is Key • Get Data right, product categorization and tags • Image automation – 360 images – Standard images • Automatic PPC generation • Simple barcode scanning to improve accuracy
  • Any Questions?
  • Free Lifetime Account Giveaway
  • Tuesday 29th of July 30 euro
  • A Special Thanks! • The Irish Times! • Hailo! • GrowthHacker.tv! • Simon Cockings, sarahpaddleswim.wordpress.com! • John Healy, KindCitizen.org! • Ajos, WildAnglePro.com! • Ben Rice McCarthy, BenRiceMcCarthy.com! • Aleksandra Nunes! • Bob Boles
  • Analytics | User Experience (UX) | Search Mobile | Web http://T9.ie/offer