Growth Hackers #3, June 5th 2014

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Growth Hackers Dublin. http://t9.ie/offer/

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Growth Hackers #3, June 5th 2014

  1. 1. Need a video that explains your product or service? We create slick looking and sounding videos for your business: •  Professional Scriptwriting •  Professional voice artist. •  Music and sound effects. http://piehole.tv/
  2. 2. Analytics | User Experience (UX) | Search Mobile | Web http://T9.ie/offer
  3. 3. Emily Cunnane
  4. 4. HOW TO GROW A COMMUNITY Emily Cunnane Yelp Dublin Community Manager
  5. 5. Build It And They Will Come… COMMUNITY…
  6. 6. Community is defined as "a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals". WHO ARE ‘THEY’
  7. 7. WHY DO YOU WANT THEM?
  8. 8. IF YOU BUILD IT, WHAT WILL MAKE THEM COME?
  9. 9. HOW TO BUILD IT!
  10. 10. ONLINE INTERACTION: Be Genuine
  11. 11. ONLINE INTERACTION: Be Genuine
  12. 12. ONLINE INTERACTION: Be Genuine
  13. 13. Think About Social Norms Vs Market Norms
  14. 14. OFFLINE INTERACTION = Real Engagement
  15. 15. dublin@yelp.com
  16. 16. Donagh Kiernan
  17. 17. 27 Date: June 5th, 2014 Growth Hacking @EamoGrant
  18. 18. 28 A little bit about me Digital Maps Insurance DJ/Barman Flowers
  19. 19. 29 They Say That Growth Hacking =
  20. 20. 30 Growth Hacking Traits New Tech Scalable Growth Psychology Startups
  21. 21. 31 Confession: IM A SHIT DEVELOPER
  22. 22. 32 A little bit about @EamoGrant •  Degree in Geography •  MSc in Information Systems (Geographic) •  Early adopter of mobile tech – Using GPS & Ipaqs in 2001 •  Started Blogging in 2003 Founder of several companies: •  Flowers Made Easy 2006 •  PhotoBooth.ie 2008 •  WholesaleFlowers.ie 2008 •  The Flower School 2009 •  HobbyFlorist.com 2010 •  Captivate.ie in 2011 •  WinesMadeEasy 2011 •  Joined AA in 2012
  23. 23. 33
  24. 24. 34 FLICKR ROCKS
  25. 25. 35 A little bit about me
  26. 26. 36 A little bit about me
  27. 27. 37 A little bit about me
  28. 28. 38
  29. 29. 39
  30. 30. 40
  31. 31. 41
  32. 32. 42 A little bit about me
  33. 33. 43 A little bit about me
  34. 34. 44
  35. 35. 45
  36. 36. 46 Product Market Fit Dear Customers, We would like to ask you for 3 minutes of your time to help us help you in 2012. We have designed a short survey - 10 Questions in total, which will take you less than 3 minutes to complete. SURVEY LINK - http://www.surveymonkey.com/s/7BW88SZ Simply - copy and paste the link above into your web browser and fill out the questions for us. As a thank you, we are offering anyone who submits the survey in the next 24 hours a 10% discount code which can be used all of next week online at www.WholesaleFlowers.ie Thank you in advance for your time and custom. Kind Regards, Eamonn Grant WholesaleFlowers.ie http://www.surveymonkey.com/s/7BW88SZ
  37. 37. 47 Product Market Fit
  38. 38. 48 Product Market Fit
  39. 39. 49 Product Market Fit
  40. 40. 50 Product Market Fit
  41. 41. @PhotoBoothie
  42. 42. MVP - PhotoBooth.ie
  43. 43. MVP - PhotoBooth.ie
  44. 44. MVP - PhotoBooth.ie
  45. 45. MVP - PhotoBooth.ie
  46. 46. MVP - PhotoBooth.ie •  96 email enquiries later… •  3 Booking Deposits on route… •  We decided to build a PhotoBooth….. •  From Scratch…. •  And made a complete balls of it. •  So we built it again… •  But at this point…. •  We had hundreds of enquiries •  A Minimum Viable Product (It worked) •  3 Months before our next booking •  Lots of learning •  And Cash to do it.
  47. 47. MVP - Learnings •  Digital gives you a chance •  To test a theory •  To appear complete •  To seem big •  With no budget •  And no wasted time
  48. 48. 59 AA Digital March 21st 2014 Date: June 5th, 2014 Growth Hacking
  49. 49. 60 The Problem with a Perfect Brand
  50. 50. 61 FEAR Has it’s challenges…..
  51. 51. 62 •  We had no clear digital strategy & a more limited understanding of the true potential online. •  The digital team were fire fighting the wrong problems •  Our PPC account structure was focused on the wrong metrics & built in an ineffective way – focused on desktop & budget, not CTR & conversion •  SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch and other content online. •  Online data showed evidence of declining interest. •  We had limited focus on mobile users. We only looked at desktop – missing at least 25% of the market as a result and impacting the research online, purchase offline process •  We only had a small presence in social media with @aaroadwatch on twitter •  AA Business & other services were a low priority online. The Problem with a perfect brand is…..
  52. 52. 63 •  We had no clear digital strategy & a more limited understanding of the true potential online. •  The digital team were fire fighting the wrong problems •  Our PPC account structure was focused on the wrong metrics & built in an ineffective way – focused on desktop & budget, not CTR & conversion •  SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch and other content online. •  Online data showed evidence of declining interest. •  We had limited focus on mobile users. We only looked at desktop – missing at least 25% of the market as a result and impacting the research online, purchase offline process •  We only had a small presence in social media with @aaroadwatch on twitter •  AA Business & other services were a low priority online. The Problem with a perfect brand is…..
  53. 53. 64 •  Full review of everything •  Usability •  Design •  SEO •  PPC •  Technical Structure •  Built a relationship with Google •  Let all Agencies go •  Skilled up our team internally •  Went Social •  Moved Roadwatch/Routeplanner •  Focused on Speed •  Delivered Responsive Design What we did
  54. 54. 65 •  Full review of everything •  Usability •  Design •  SEO •  PPC •  Technical Structure •  Built a relationship with Google •  Let all Agencies go •  Skilled up our team internally •  Went Social •  Moved Roadwatch/Routeplanner •  Focused on Speed •  Delivered Responsive Design What we did
  55. 55. 66 An imperfect understanding of where sales come from
  56. 56. 67 •  Brought the management of everything in house •  Proved our worth with small wins early on •  Educated the Executive Team •  Fixed our metrics - CRITICAL •  Focused on Conversion •  Looked at quality of traffic •  Dedicated huge effort to Mobile •  Monitored Completion from 100 angles •  Monitored Conversion from 100 angles •  Monitored CTR like Hawks. RESULTS: What we did:
  57. 57. 68 •  The small stuff works on a big scale •  You need to be Balanced in your effort and focus What I have learn’t:
  58. 58. 69 Feel free to contact me - @EamoGrant eamonngrant@gmail.com
  59. 59. ibye.ie   Age:  18-­‐30   Deadline:  30th  June  
  60. 60. ibye.ie   €10K   €20K   €20K  
  61. 61. ibye.ie  
  62. 62. Here  to  help/  ibye.ie  
  63. 63. 74 Need a video that explains your product or service? We create slick looking and sounding videos for your business: •  Professional Scriptwriting •  Professional voice artist. •  Music and sound effects. http://piehole.tv/
  64. 64. 75
  65. 65. 76
  66. 66. 77 Analytics | User Experience (UX) | Search Mobile | Web http://T9.ie/offer

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