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Zombie Community Metrics
or “How to reanimate circles of living dead”
Luca Barboni - luca@growthhound.com - @luca_barb89
F...
Impara il Growth Hacking in 2 Giorni
Who is Luca?
> Background in Communication Psychology (and Nerdy stuff)
> Digital Mar...
Impara il Growth Hacking in 2 Giorni
Where have I managed communities:
> 1st Italian meetup on Growth Hacking
> more than ...
WTF IS
GROWTH
HACKING?
BML - the Feedback Loop
T-Shaped Skillset
Storytelling
Copywriting
Content
Marketing
Email
Marketing
SEOPR
Product Design &
User Experience
Wirefr...
WHY
MEASURING?
Impara il Growth Hacking in 2 Giorni
Impara il Growth Hacking in 2 Giorni
This is your community
WHAT
SHOULD I
MEASURE?
CTR
Impara il Growth Hacking in 2 Giorni
CTR = is what I’m posting really interesting?
Impara il Growth Hacking in 2 Giorni
Bitly - link tracking
Impara il Growth Hacking in 2 Giorni
ClickMeter - advanced link tracking
Impara il Growth Hacking in 2 Giorni
Google URL Builder - how are they getting to your website?
Average
Engagement
Engagement Rate = is what I’m posting relating to people and inviting to take action?
(adapt formula for other platforms)
Top Content
Category
Top Content = what is the favorite topic of the community?
<1> start with a spreadsheet to plan the editorial calendar
<2>...
Top Content = what is the favorite topic of the community?
SEGMENT YOUR DATA!!!
(you could discover that more than 50% of ...
Active
Users
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Then find o...
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Then find o...
HOW DO I
IMPROVE?
STARTUP
METRICS
FOR PIRATES
ACQUISITION
ACQUISITION
ACTIVATION
ACQUISITION
ACTIVATION
RETENTION
ACQUISITION
ACTIVATION
RETENTION
REVENUE
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
ACQUISITION
ACTIVATION
Key metric
Key metric
Key metric
Key metric
Key m...
YOU WANT
ENGAGEMENT?
ENGAGE!
Communication is persuasion
Leverage Social Proof
Quick question.
Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event?
Quick question.
Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event?
Can you name 10?
Quick question.
Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event?
Can you name 10?
C...
Quick question.
Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event?
Can you name 10?
C...
Segment your tribe.
Separate curious memebers from active members, active members from supporters and supporters
from enth...
Segment your tribe.
Separate curious memebers from active members, active members from spporters and supporters
from enthu...
SET THE
RIGHT KPIs
Impara il Growth Hacking in 2 Giorni
Separate Biz Goals from Activity Goals
> tickets sold
> advertising performance
> pro...
Impara il Growth Hacking in 2 Giorni
Separate Biz Goals from Activity Goals
> tickets sold
> advertising performance
> pro...
USE SYNERGY
Give them all you’ve got.
FB page
FB group
Official page
Organic content
Community
Content
Impara il Growth Hacking in 2 Giorni
Give them all you’ve got.
FB page
FB group
Newsletter
Blog
FB Ads
Official page
Organ...
YOUR
INSTINCT IS
WRONG
N°1 rule - Ask!
N°1 rule - Ask!
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searchin...
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searchin...
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searchin...
Impara il Growth Hacking in 2 Giorni
Google Forms - structured forms
Impara il Growth Hacking in 2 Giorni
Typeform - beautiful forms
Impara il Growth Hacking in 2 Giorni
Delighted - customer feedback
Impara il Growth Hacking in 2 Giorni
When should you gather qualitative data?
> when introducing something new
> after big...
YOU WANT TO
HAVE A LIVELY
COMMUNITY?
DISCOVER WHAT
THEY WANT
(THAT YOU’RE NOT
PROVIDING RIGHT
NOW)
SABOTAGE THEIR
FRICTION WITH
AMBASSADORS
AMONG THEM
BE RELEVANT AND
CONSISTENT
(SURROUND THEM!)
LOOK AT THE
DATA TO TAKE
DECISIONS
ALWAYS
EXPERIMENT TO
OPTIMIZE
RESULTS.
IF YOU WANT
TO KNOW
MORE...
1 - let’s connect
On Facebook: @LucaBarboniOfficial
1 - let’s connect
On Twitter: @luca_barb89
1 - let’s connect
On Instagram: @luca_barb
1 - let’s connect
On Linkedin: Luca Barboni (should be ranking pretty high :D )
IF YOU
REALLY WANT
TO KNOW
2 - check my FREE curated resources
https://growth-hacking.zeef.com/luca.barboni
BUT IF YOU
JUST FELL IN
LOVE WITH GH...
3 - come to me after this talk!
www.imparailgrowthhacking.it
Impara il Growth Hacking in 2 Giorni
Il primo Corso Intensivo...
THANK YOU!
Luca Barboni
luca@growthhound.com
@luca_barb89
Growth Hound
hello@growthhound.com
@GrowthHound
let’s keep in to...
Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni
Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni
Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni
Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni
Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni
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Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni

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4 iscritti al meetup. Nessun commento al post. 1 solo speaker (che poi è tuo cugino). Se sai di cosa sto parlando allora significa che conosci la stretta allo stomaco che si prova quando la tua comminity è silenziosa quanto un cimitero. Ma è davvero la fine? Oppure un community leader può diventare il Dottor Frankenstein di turno e ribaltare la situazione? In questo talk vedremo come basarci sulle metriche per analizzare cosa non sta funzionando nella tua tribù e alcuni consigli azionabili per "resuscitare" l'entusiasmo dei suoi membri.

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Metriche per Zombie Communities: come "iniettare vita" in tribù di morti viventi - Luca Barboni

  1. 1. Zombie Community Metrics or “How to reanimate circles of living dead” Luca Barboni - luca@growthhound.com - @luca_barb89 Founder & Growth Hacker @ Growth Hound
  2. 2. Impara il Growth Hacking in 2 Giorni Who is Luca? > Background in Communication Psychology (and Nerdy stuff) > Digital Marketing Master Course > Marketing Manager, Developer Evangelist @ Atooma > Mentor & Rome Organizer @ Lean Startup Machine > Digital Marketing Trainer (La Sapienza, American University of Rome, Loyola University, Campus BioMedico, LUISS, Forma.temp) > Co-Organizer Startup Europe Week Rome > Growth Consultant & Coach > Founder & Growth Hacker @ Growth Hound > Organizer, Speaker, Sponsor - Growth Hacking Masterclass 2016 Luca Barboni (click me maybe!)
  3. 3. Impara il Growth Hacking in 2 Giorni Where have I managed communities: > 1st Italian meetup on Growth Hacking > more than 10 groups of Web & Social Media Marketing Courses > networking closed group of www.imparailgrowthhacking.it students > Rome organizer & comm. Manager Italy (LSM Italy + LSM Alumni) (and more!)
  4. 4. WTF IS GROWTH HACKING?
  5. 5. BML - the Feedback Loop
  6. 6. T-Shaped Skillset Storytelling Copywriting Content Marketing Email Marketing SEOPR Product Design & User Experience Wireframing A/B Testing Mobile Behavioural Psychology CRO Analytics Programming Biz Dev Community Offline Marketing Direct Sales Data Science Web Scraping APIsRetargeting Marketing ToolsFunnel Design Referral Programs Automation Lead GenerationSEM Affiliate Programs Virality Width of Knowledge Depth of Knowledge Inspired by Brian Balfour @bbalfour & Growth Tribe
  7. 7. WHY MEASURING?
  8. 8. Impara il Growth Hacking in 2 Giorni
  9. 9. Impara il Growth Hacking in 2 Giorni This is your community
  10. 10. WHAT SHOULD I MEASURE?
  11. 11. CTR
  12. 12. Impara il Growth Hacking in 2 Giorni CTR = is what I’m posting really interesting?
  13. 13. Impara il Growth Hacking in 2 Giorni Bitly - link tracking
  14. 14. Impara il Growth Hacking in 2 Giorni ClickMeter - advanced link tracking
  15. 15. Impara il Growth Hacking in 2 Giorni Google URL Builder - how are they getting to your website?
  16. 16. Average Engagement
  17. 17. Engagement Rate = is what I’m posting relating to people and inviting to take action? (adapt formula for other platforms)
  18. 18. Top Content Category
  19. 19. Top Content = what is the favorite topic of the community? <1> start with a spreadsheet to plan the editorial calendar <2> choose a created/curated content mix <3> “tag” each content to define categories <4> review plan to balance quantity/diversity <6> define limited time span to publish this batch <7> publish <8> harvest data <9> segment data per content category and see what had the greatest feedback <10> optimize next batch accordingly and restart!
  20. 20. Top Content = what is the favorite topic of the community? SEGMENT YOUR DATA!!! (you could discover that more than 50% of engagement could be driven by one topic or format) <1> start with a spreadsheet to plan the editorial calendar <2> choose a created/curated content mix <3> “tag” each content to define categories <4> review plan to balance quantity/diversity <6> define limited time span to publish this batch <7> publish <8> harvest data <9> segment data per content category and see what had the greatest feedback <10> optimize next batch accordingly and restart!
  21. 21. Active Users
  22. 22. Active Users = who is actively engaging with the community? 1st: define a limited timespan to look at the data
  23. 23. Active Users = who is actively engaging with the community? 1st: define a limited timespan to look at the data Then find out.. Who posted content? Who liked? Who shared? Who commented?
  24. 24. Active Users = who is actively engaging with the community? 1st: define a limited timespan to look at the data Then find out.. Who posted content? Who liked? Who shared? Who commented? And also... On which kind of content are these people interacting the most? Do you have trolls or flamers? Do you have moderators? Do you have gurus? use tools / scraping / data entry to go fast, and repeat timely to find patterns
  25. 25. HOW DO I IMPROVE?
  26. 26. STARTUP METRICS FOR PIRATES
  27. 27. ACQUISITION
  28. 28. ACQUISITION ACTIVATION
  29. 29. ACQUISITION ACTIVATION RETENTION
  30. 30. ACQUISITION ACTIVATION RETENTION REVENUE
  31. 31. ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL
  32. 32. ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL ACQUISITION ACTIVATION Key metric Key metric Key metric Key metric Key metric CR % CR % CR % CR %
  33. 33. YOU WANT ENGAGEMENT? ENGAGE!
  34. 34. Communication is persuasion
  35. 35. Leverage Social Proof
  36. 36. Quick question. Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event?
  37. 37. Quick question. Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event? Can you name 10?
  38. 38. Quick question. Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event? Can you name 10? Can you name 20?
  39. 39. Quick question. Can you name 3 peoplefrom your community that are DEFINITELY coming to your next event? Can you name 10? Can you name 20? Can you name 50?
  40. 40. Segment your tribe. Separate curious memebers from active members, active members from supporters and supporters from enthusiasts. And while you work to move people to the closest “bucket”...
  41. 41. Segment your tribe. Separate curious memebers from active members, active members from spporters and supporters from enthusiasts. … ASK ENTHUSIASTS TO DO STUFF FOR YOU. And while you work to move people to the closest “bucket”... (something they say about you will be x10 more powerful than anything you can say about you)
  42. 42. SET THE RIGHT KPIs
  43. 43. Impara il Growth Hacking in 2 Giorni Separate Biz Goals from Activity Goals > tickets sold > advertising performance > product upsells > referral to partners > referral programs > sponsorship programs > etc. > members growth > newsletter list growth > ctr on content > ctr on emails > average engagement > most active numbers > page views > most recurring # > etc.
  44. 44. Impara il Growth Hacking in 2 Giorni Separate Biz Goals from Activity Goals > tickets sold > advertising performance > product upsells > referral to partners > referral programs > sponsorship programs > etc. > members growth > newsletter list growth > ctr on content > ctr on emails > average engagement > most active numbers > page views > most recurring # > etc. Try to keep everything in place with dashboards or spreadsheets
  45. 45. USE SYNERGY
  46. 46. Give them all you’ve got. FB page FB group Official page Organic content Community Content
  47. 47. Impara il Growth Hacking in 2 Giorni Give them all you’ve got. FB page FB group Newsletter Blog FB Ads Official page Organic content Ads retargeting Formtosubscribe Newsletter social buttons Share content on FB Share content on FB Send people to blog Newsletterlinkto blogcontent Community Content Ads to grow memebrs
  48. 48. YOUR INSTINCT IS WRONG
  49. 49. N°1 rule - Ask!
  50. 50. N°1 rule - Ask!
  51. 51. N°1 rule - Ask! Learnings: > nobody cares about lifestyle/my personal brand
  52. 52. N°1 rule - Ask! Learnings: > nobody cares about lifestyle/my personal brand > they know english > not necessarily searching for original content
  53. 53. N°1 rule - Ask! Learnings: > nobody cares about lifestyle/my personal brand > they know english > not necessarily searching for original content > not intersted in startup journalism
  54. 54. N°1 rule - Ask! Learnings: > nobody cares about lifestyle/my personal brand > they know english > not necessarily searching for original content > not intersted in startup journalism > they already know cool books to read
  55. 55. Impara il Growth Hacking in 2 Giorni Google Forms - structured forms
  56. 56. Impara il Growth Hacking in 2 Giorni Typeform - beautiful forms
  57. 57. Impara il Growth Hacking in 2 Giorni Delighted - customer feedback
  58. 58. Impara il Growth Hacking in 2 Giorni When should you gather qualitative data? > when introducing something new > after big events / launches / changes > if you have a really big doubt(=assumption) that can impact your community/biz > every 2-3 months
  59. 59. YOU WANT TO HAVE A LIVELY COMMUNITY?
  60. 60. DISCOVER WHAT THEY WANT (THAT YOU’RE NOT PROVIDING RIGHT NOW)
  61. 61. SABOTAGE THEIR FRICTION WITH AMBASSADORS AMONG THEM
  62. 62. BE RELEVANT AND CONSISTENT (SURROUND THEM!)
  63. 63. LOOK AT THE DATA TO TAKE DECISIONS
  64. 64. ALWAYS EXPERIMENT TO OPTIMIZE RESULTS.
  65. 65. IF YOU WANT TO KNOW MORE...
  66. 66. 1 - let’s connect On Facebook: @LucaBarboniOfficial
  67. 67. 1 - let’s connect On Twitter: @luca_barb89
  68. 68. 1 - let’s connect On Instagram: @luca_barb
  69. 69. 1 - let’s connect On Linkedin: Luca Barboni (should be ranking pretty high :D )
  70. 70. IF YOU REALLY WANT TO KNOW
  71. 71. 2 - check my FREE curated resources https://growth-hacking.zeef.com/luca.barboni
  72. 72. BUT IF YOU JUST FELL IN LOVE WITH GH...
  73. 73. 3 - come to me after this talk! www.imparailgrowthhacking.it Impara il Growth Hacking in 2 Giorni Il primo Corso Intensivo Italiano per imparare a fare growth hacking 8/9 Ottobre 2016 - Roma
  74. 74. THANK YOU! Luca Barboni luca@growthhound.com @luca_barb89 Growth Hound hello@growthhound.com @GrowthHound let’s keep in touch:

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