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Growth Hacking social media to validate your products,
find customers, and turn leads to sales
Declan Dunn Twitter: @decla...
"The aim of marketing is to know and understand the
customer so well the product or service fits him and
sells itself.” — ...
Growth Generators
Social, Search, and Messaging Activate
Goals:
•Create customer personas to target and improve.
• Keep im...
50% Apps
7% Web 50% Apps
7% Web
comScore Internet Usage 2016
Mobile
57%
Desktop
32%
Mobile
50% Apps
7% Web
Knowing this, why do many…
Keep marketing like it’s 2009?
Desktop
32%
Usability

 
The Old, Scattered Approach from 3 years ago…..
Yes
BINARY
No
9
ImpactRadius.com Customer Journey example
https://www.impactradius.com/blog/customer-journey-matters-affiliate-marketers/
Facebook’s active cohort
What drives growth?
•Complete 50% of profile;
•Add 7 friends.
•Post on a wall.
Result
Focused mem...
Source: https://amplitude.com/resources/Amplitude-casestudy-Calm.pdf
Calm App:
Amplitude.com Case Study
3X New User
Retent...
Case Study 1: Inbound Marketing
• Social,
• Search and
• Messaging
Desired Outcome: Demo Requests
1
Converting Cohorts
Social growth hacking
•In HR Social,
•Twitter is a Cohort.
•Recruiting and Rewards are also
Cohorts – s...
17
persona dev
•
Who? Focusing on Directors and Managers, as well as executives;
HR - Talent Acquisition and Recruiting
Di...
Content – what to create and what to share?
Content Marketing – Active Cohort is Twitter
1
Find signs of activity and amplify
22
4 types of customers
1. Raw Leads, Paid, Inbound, and Social media marketing,
2. Qualified Leads, reviewed and followed...
Case Study 2: Social Only Businesses
2525
26
cohorts - which channels?
Facebook and Instagram; remarketing to people who visit your web
site (and specific pages) is...
Case Study 3: Turning Shopping into Giving
8
Back to School
2nd Biggest Shopping Season
Online
Polo Pony
Gift
Exchange?
32
44
Know the when, where,
and why of your audience.
33
Case Study 4: Video and Events
Control a social market by partnering.
34
34
35
36
37
initial kpis - key numbers
Conversion to Social Lead; raw leads from initial contact on social.
Conversion rate - Socia...
Become the Growth Generator
for your audience.
Thank You
declandunn.com
Social
Twitter.com/declandunn
Facebook.com/declan.dunn
Linkedin.com/in/declandunn
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
Growth Hacking Social Media to Validate Your Product, and Find Customers
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Growth Hacking Social Media to Validate Your Product, and Find Customers

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Growth Generators - The way we do digital business has shifted--from Google and Facebook down to the impact of mobile, it’s no longer just about your web site. In this workshop, presenter Declan Dunn will show you how to leverage social media while growing your business. Through case studies, we'll explore how three businesses grew customers and revenue by creating "Active Cohorts" – where your customers gather to take activity that leads to repeat revenue. This will be an interactive workshop--Declan will help you identify, and amplify, Active Cohorts for your startup.
Learn How To:
Identify and connect with your customers using social research
Discover your market and learn from customers while developing product
identify key benefits of your product or service using social media
Growth "hack" your social media marketing to maximize your results

Published in: Social Media
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Growth Hacking Social Media to Validate Your Product, and Find Customers

  1. 1. Growth Hacking social media to validate your products, find customers, and turn leads to sales Declan Dunn Twitter: @declandunn SimplyResponsive.com
  2. 2. "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” — Peter Drucker The Growth Generator – Your Audience
  3. 3. Growth Generators Social, Search, and Messaging Activate Goals: •Create customer personas to target and improve. • Keep improving your definition of audience and market. •Your Brand and Message - surprise and recognize.
  4. 4. 50% Apps 7% Web 50% Apps 7% Web comScore Internet Usage 2016 Mobile 57% Desktop 32%
  5. 5. Mobile 50% Apps 7% Web Knowing this, why do many… Keep marketing like it’s 2009? Desktop 32%
  6. 6. Usability    The Old, Scattered Approach from 3 years ago…..
  7. 7. Yes BINARY No
  8. 8. 9
  9. 9. ImpactRadius.com Customer Journey example https://www.impactradius.com/blog/customer-journey-matters-affiliate-marketers/
  10. 10. Facebook’s active cohort What drives growth? •Complete 50% of profile; •Add 7 friends. •Post on a wall. Result Focused members on adding and Discovering friends.
  11. 11. Source: https://amplitude.com/resources/Amplitude-casestudy-Calm.pdf Calm App: Amplitude.com Case Study 3X New User Retention Active Cohort: Scheduling
  12. 12. Case Study 1: Inbound Marketing • Social, • Search and • Messaging
  13. 13. Desired Outcome: Demo Requests 1
  14. 14. Converting Cohorts Social growth hacking •In HR Social, •Twitter is a Cohort. •Recruiting and Rewards are also Cohorts – specific people with a specific focus within Twitter. Employer Branding Connectors HR in Company HR SocialVideo Influencers, Connections, and HR within company are special Cohorts, based on activity and engagement.
  15. 15. 17 persona dev • Who? Focusing on Directors and Managers, as well as executives; HR - Talent Acquisition and Recruiting Directors and Managers Industry? Based on volume (and feedback) including: Financial Services Healthcare Twitter: one of the best places to connect with HR; retargeting pixels should be used here as well. Twitter is a strong messaging system within the HR
  16. 16. Content – what to create and what to share?
  17. 17. Content Marketing – Active Cohort is Twitter 1
  18. 18. Find signs of activity and amplify
  19. 19. 22 4 types of customers 1. Raw Leads, Paid, Inbound, and Social media marketing, 2. Qualified Leads, reviewed and followed up for phone calls from Sales. 3. Actual Phone or in Person Meeting, and 4. Sales
  20. 20. Case Study 2: Social Only Businesses
  21. 21. 2525
  22. 22. 26 cohorts - which channels? Facebook and Instagram; remarketing to people who visit your web site (and specific pages) is smart. Email: creating specific lists based on activity and integrating marketing automations is key. Partners: top Twitter accounts, Pinterest pages, and email lists often do quiet sponsorships who are possible Partners.
  23. 23. Case Study 3: Turning Shopping into Giving
  24. 24. 8
  25. 25. Back to School 2nd Biggest Shopping Season Online
  26. 26. Polo Pony Gift Exchange?
  27. 27. 32 44 Know the when, where, and why of your audience.
  28. 28. 33 Case Study 4: Video and Events Control a social market by partnering.
  29. 29. 34 34
  30. 30. 35
  31. 31. 36
  32. 32. 37 initial kpis - key numbers Conversion to Social Lead; raw leads from initial contact on social. Conversion rate - Social Leads to Qualified Leads by Social Channel Cost Per Qualified Leads – before the call Cost Per Phone or in Person Meeting – do they show up? Conversion Journey; how long does it take to close? Advertising Costs: CPC for retargeting ads with a 6-12 window for conversion.
  33. 33. Become the Growth Generator for your audience.
  34. 34. Thank You declandunn.com Social Twitter.com/declandunn Facebook.com/declan.dunn Linkedin.com/in/declandunn

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