Growth Hacking Workshop

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Very popular session at this year's Product Camp Dublin from John Healy of @Kindcitizen

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Growth Hacking Workshop

  1. 1. John Healy John@kindcitizen.org @Kindcitizen ie.linkedin.com/in/johnghealy/ 353 (0)85) 107-0894 Growth Hacking … Without Big Budgets June 5, 2014
  2. 2. Who is this Fella? Product Manager & Product Marketing Co-Founder 17 Years in New York:  CNN: Digital Product Marketing Manager  Ogilvy & Mather: Account Director  Young & Rubicam (WCJ)
  3. 3. Also Known As – Growth Hacker
  4. 4. Stuff …. I’ve Done CNN
  5. 5. What the HECK … is Growth Hacking?
  6. 6. Growth Hacking! “Basically, growth hacking is a scientific method that requires a full-stack approach to growth — total marketing, engineering, and product integration.” ~ Bronson Taylor
  7. 7. Product Management/Marketing .... has changed Product Management + Marketing + Engineering client Features + Advertising Media ListenersParticipants
  8. 8. Growth Hacking – Job Functions
  9. 9. Growth Hacking – Goals
  10. 10. Product has to be a Growth Hacker too Product Product Product
  11. 11. The Full Story …. What’s Involved • http://www.donckers.co/sites/www.donckers.co/files/blog/Growth%20Hacking%20Framework.png
  12. 12. Media: 3 Categories Media EFFECTIVENESS = Participation + Earned Media Slide  12
  13. 13. Current Business Situation (examples) Loyalty Profit Influence
  14. 14. Growth Hackers Objectives (examples) Convert 1,000 Competitor Customers Get 500 Influencers To Share Content/Offer Upsell 700 Existing Customers
  15. 15. Instagram UI Tricks - Speed Public – By Default Open Follow Model Cross-network Post – By Default
  16. 16. Easy Sign-Up Then Now
  17. 17. Viral Refer-a-friend: 500MB = Sign Ups 60% Reward Social Media Engagement Gamification DropQuest - Scavenger Hunt Share Simplicity - via Desktop
  18. 18. Promotion WePay … doesn’t Freeze your $s
  19. 19. SEO Know how positioning affects clicks 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  20. 20. Content is King for SEO
  21. 21. Tool: Content Marketing
  22. 22. Multi-task Magella • High achiever - entrepreneur • Struggles to balance work/life • Wants small biz “Practical” tips Stresed-out Sam • High-stressed “C-Suite Exec” • Challenged to change company culture • Needs to stay ahead of tech. developments Content Marketing Strategy: Build “Personas” Adventure-Freak Fran • High-net worth individual • Seeks adventure & surprise • A “people person”
  23. 23. 11.06.2014 25 Product or Service Content Marketing Strategy: Research Market Reality is a better indicator of customer needs than Market Research MARKET RESEARCH MARKET REALITY Source: Digital Marketing Institute Search: keyword research tool Social: listening tools Digital: analytical tools Polls, questionaires, history, focus groups, research. Customer
  24. 24. Search Tools: • Google Analytics • Google AdWords Keyword Planner • Google Display Planner • Bing Ad Planner • Google Alerts Social Tools: • socialmention.com • adictomatic.com • howsociable.com • twitalyzer.com • Klout.com • local discussion forums Content Marketing Strategy: Research
  25. 25. Conversion Tool: Intercom
  26. 26. Tools: Intercom
  27. 27. Tools: Qualtrics Enterprise Survey Platform 29
  28. 28. Viral Tool (for consumer brands): KindCitizen Automatically publish non-profits events To a brand’s social media pages Reward people with special offers for sharing
  29. 29. Example for Monkstown RFC event
  30. 30. Example: Reward Offer ... once an event is shared
  31. 31. Tools: Social Media Conversation Monitoring
  32. 32. News-Jacking Strategy e.g. KindCitizen banner ad. test, Also incorporated into Content Marketing Strategy
  33. 33. Slide  39 Growth Hacking – Starter Tips 1. Recruitment of Participants  Personas  End User  Influencer 4. Measurement  Traditional: Reach/Frequency, Cost per Lead, etc.  New: Likes, Shares, RTs, Mentions, Cost per Advocate, Share of Culture, Value € of Earned Media 4 Steps Tactics  Product  Personas  Owned & Earned Media 2. Motivation for Participation  Recognition  Prizes  Discounts  Influence  Motivates Audience? 3. Increasing their Control  UGC  Vote  Poll  Drives Most Traffic? Considerations
  34. 34. • Initiate: Focus on the customer Growth Hacking Principles • Integrate: Product Management + Marketing + Sales • Iterate: Tweak Offer/Channel/UI/ Features
  35. 35. Slide  41 Book on Challenger Brands – AKA Growth Hacking What they did “Eating the Big Fish” Adam Morgan 1. Break with immediate past 2. Build lighthouse identity 3. Assume thought leadership 4. Create symbols of reevaluation 5. Sacrifice 6. Overcommit! 7. Advertising = PR 8. Become Ideas Centered
  36. 36. Slainte! ProductCamp Dubin Profile: Moderator: John Healy is CNN’s former Digital Product Marketing Manager. He worked as a “Mad-Man” for 15 years with large ad agencies in New York. He also lectures on “Analytics” and “Strategy” at the Digital Marketing Institute. John is a freelance “Growth- Hacker” and founder of KindCitizen, a niche content- marketing software start-up that enables consumer-brands to generate sales from people who share local events on-line.
  37. 37. John Healy John@kindcitizen.org @Kindcitizen ie.linkedin.com/in/johnghealy/ 353 (0)85) 107-0894 Growth Hacking … Without Big Budgets June 5, 2014

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