growth hacking Golden Drum, October
16. 2015, Portorož @andjelicaaa

hello, i am Ana.
@andjelicaaa

… and these are the
things that inspire me. digital branding knowledge networks organizational innovation new org forms org structure & media distributed cognition actor-network theory org management media management media studies media business social psychology cognitive psychology technology studies economic sociologydesign thinking behavioral economics @andjelicaaa

my goal is to help
clients disrupted by technology to better understand how to successfully use it to connect with their customers and achieve business results. @andjelicaaa

i have a holistic approach
to problem-solving and agnostic approach as to what the solution should be. @andjelicaaa

spot opportunity for creating unique
source of value. spot opportunity created by external disruptors spot opportunity in the long-range horizon. @andjelicaaa

i am here to talk
about growth hacking. @andjelicaaa

why is this question relevant?
@andjelicaaa

ten years ago, today’s fastest-growing
brands of did not exist. ana @andjelicaaa & jana @janasavic

The biggest marketing innovations do
not come grom marketing agencies. @andjelicaaa

Marketing innovations come from those
who have neither the marketing budgets nor its know-how. @andjelicaaa

don’t tell me that you’re
funny, tell me a joke. @andjelicaaa

the 1% rule.
@andjelicaaa

Sir Brailsford is a growth
hacker. @andjelicaaa

So are Airbnb, Uber, Instagram
and Spotify. @andjelicaaa

Instagram’s “Suggested” is an example…
@andjelicaaa

Or Dropbox’s “Invite Your Friends”
@andjelicaaa

Or Apple’s “Sent from my
iPhone” @andjelicaaa

User acquisition, retention and referrals
are designed into the product experience architecture from a get-go. @andjelicaaa

Still, there’s nothing that creates
scale like network effects. @andjelicaaa

To get enough users on
board to create network effects, the most famous modern brands have all “piggybacked” on other, pre-existing social networks. @andjelicaaa

Airbnb piggybacked on Craigslist.
@andjelicaaa

Paypal piggybacked on eBay.
@andjelicaaa

Snapchat and Whatsapp piggybacked on
our phone books. @andjelicaaa

Thanks to piggybacking, these brands
didn’t have to create network effects from zero. @andjelicaaa

In the world of traditional
marketing, massive spend on distribution often compensates for bad products. @andjelicaaa

what channel is Netflix on?
@andjelicaaa

product + distribution = modern
marketing @andjelicaaa

proizvod exp system policyproduct

if modern marketing were an
animal, it would be … @andjelicaaa

the first step toward modern
marketing is to redefine it. @andjelicaaa

Modern marketing sits at the
intersection of business, technology & creativity. @andjelicaaa

Modern marketing is the worst
thief there is. @andjelicaaa

Modern marketing has a love
affair with the consumer. @andjelicaaa

Modern marketing swears by a
good story. @andjelicaaa

Modern marketing is in the
service business. Modern marketing is in the service business. @andjelicaaa

“It’s easier for companies to
come up with new ideas than to let go of old ones.” Peter Drucker @andjelicaaa

thank you. you can find
me on https://medium.com/@andjelicaaa @andjelicaaa