Growth Hackers Dublin #4

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Slides from the fourth Growth Hackers Dublin meetup.

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Growth Hackers Dublin #4

  1. 1. Free Lifetime Account Giveaway
  2. 2. Emily Cunnane Rob Cumiskey
  3. 3. Growth Hackers 10 July 2014
  4. 4. • Studied BComm and joined Deloitte as Graduate Consultant straight out of college. • Joined Hailo May 2012 • Previously with Digital Agencies: Simply Zesty, RMG and McCann Blue ROB CUMISKEY EMEA MARKETING MANAGER - HAILO
  5. 5. The HAILO Story MARCH 2014
  6. 6. Since Nov 2011 Hailo has launched in London, Manchester, Dublin, Cork, Limerick, Galway, Toronto, Montreal, Chicago, Boston, New York, Washington D.C., Madrid, Barcelona & Osaka.
  7. 7. NOW LIVE IN 20+ IRISH TOWNS AND CITIES
  8. 8. Launched November 1, 2011 in London by three taxi drivers and three tech entrepreneurs.
 
 And we started on a boat in London THE HAILO STORY
  9. 9. TECH ENTREPRENEURS LONDON CAB DRIVERS Russell Hall Founder Terry Runham Founder Gary Jackson Founder Jay Bregman CEO, Founder Caspar Woolley COO, Founder Ron Zeghibe Chairman, Founder
  10. 10. SOME OF THE BEST INVESTORS
  11. 11. THESE HAVE INVESTED IN OTHER GREAT TECH START-UPS
  12. 12. HAILO STATS The world’s highest-rated taxi app – Hailo has over 20,000 reviews.
  13. 13. Over 50,000 drivers across the world are already working with Hailo. HAILO STATS
  14. 14. A Hailo hail is accepted somewhere in! the world every 2 seconds. HAILO STATS
  15. 15. Since November 2011, over 1m+ people have downloaded and registered on Hailo. HAILO STATS To date, Hailo has carried over 13 million passengers.
  16. 16. That is enough to travel to the moon and back 57 times. HAILO STATS
  17. 17. ! - Ireland launch - Brand - Digital - Social / CRM - Product
  18. 18. BRAND & LAUNCH
  19. 19. Objectives: ! 1. Create a distinctive brand identity for Hailo 2. Increase awareness and trust of Hailo in Dublin 3. Reach 55,000 registered customers by year end 4. Increase jobs going through the system
  20. 20. Brand ! It’s not about how much you spend on advertising ! A promise A living, breathing entity ! - Visual Identity - Tone and personality - Quality - Customer Service - Consistency
  21. 21. OUR PAIN POINTS
  22. 22. Download -> Registration ! Registration -> First Hail ! Getting more jobs from our active customers ! Churning Customers
  23. 23. Introducing Marketing KPIs (thanks to our data scientists) ! CPRU Jobs Per Registered User Registered Customers (Quality) ! Getting to grips with LTV
  24. 24. Marketing at HAILO
  25. 25. EMEA NA PERFORMANCE PR/SOCIALCRM Our Marketing Structure BRAND CITIES CITIES DATA
  26. 26. 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  27. 27. DIGITAL CRM SOCIAL SUSTAINABLE GROWTH
  28. 28. Brand ! Invest up front ! Digital ! Be early, stay fresh ! Social ! Right message, right audience, right moment
  29. 29. DIGITAL
  30. 30. 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  31. 31. Paid digital Acquisition and engagement through digital channels Focus on mobile – Direct Response, Geo-targeting, Custom Audiences Target, test and optimise for low CPA Acquisition Engagement Facebook App Install Ads Twitter – Promoted Tweets (install links) Mobile App Ads Twitter – Promoted Accounts Twitter- Promoted Tweets (RTs, Clicks, Replies) FB Fan Acquisition
  32. 32. Acquisition Facebook install ads Twitter acquisition (promoted tweets with links)Mobile display
 (trackable to install)
  33. 33. Engagement Twitter promoted accounts
 (cost per follower) Twitter cost per engagement
 (clicks, RTs, impressions)
  34. 34. Performance Marketing - Summary Improved optimisation through new technology HasOffers (acquisition tracking) and Mix Panel (app analytics) allow us to do CPA by channel & cohort analysis
 Be early, stay fresh Go in early with new media before user fatigue or competitors drive up the cost Frequent creative refresh required; images beat copy
 Broaden number of channels to test Learning: we are limited because we require Geo-targeting to city level
  35. 35. SOCIAL / CRM
  36. 36. 1
 ACTIVATION 2
 GROWTH 3
 RETENTION RECOGNITION 5
 REACTIVATION 6
 RECOVERY 4
 ADVOCACY Stages of Customer Lifecycle “Refer-a-friend”Nudge to First Hail “RASP” Recover a Stranded Passenger Nudge to Use Again 0 ACQUISITION Registration Engagement Celebration Rewarding PERFORMANCE CRM SOCIAL
  37. 37. Social ! Right message, right audience, right moment
  38. 38. PRODUCT
  39. 39. Brand ! Invest up front Let it permeate through every channel and everything you do. ! Digital ! Be early, stay fresh ! Social ! Right message, right audience, right moment
  40. 40. Global mHealth market
  41. 41. Global mHealth market $20.7 billion by 2018
  42. 42. 29.1 million obese people in the EU ! may use mHealth solutions regularly in 2017
  43. 43. Europe will be the biggest mHealth market in 2017. ! !
  44. 44. Europe will be the biggest mHealth market in 2017. ! EU = $6.9 billion market opportunity
  45. 45. Europe will be the biggest mHealth market in 2017. ! EU = $6.9 billion market opportunity VS US = $6.5 billion market opportunity
  46. 46. Content and application developers have an ! mHealth market opportunity of $2.6 billion.
  47. 47. 52% of patients want access to healthcare ! providers more conveniently/effectively. PWC mHealth Report
  48. 48. Cultural Tension People are not at their best, because they are working so hard they are not focusing on the things that really matter.
  49. 49. Prospr’s Best Self PROSPR helps people to realise their potential by giving them the tools and support they need to become healthier, happier and more productive individuals.
  50. 50. PROSPR believes that the world would be a better place… if people realised their potential by focusing on the things that matter in life.
  51. 51. - Connect with a nutrition pro - Track your food with pictures - Get feedback on what you’re eating
  52. 52. - Answer simple questions about how your day is going - Get inspired with tips and encouragement - See the results
  53. 53. - See what others around you are eating - Stay inspired with encouragement and great recipes
  54. 54. NUTRITIONIST
  55. 55. NUTRITIONIST CLIENTS
  56. 56. NUTRITIONIST CONSUMER CLIENTS
  57. 57. VALIDATION •68% of our respondents said that they would be likely or very likely to use Prospr ! •Nutritionist team giving feedback and advice on our proposals ! •5 beta testers of MVP with client base of 200
  58. 58. WHERE ARE WE? ! ! "  Core team selected ! ! "  Initial UX design ready ! ! "  Prototype built ! ! "  Phase 1 customer validation completed ! ! "  Secured advisor team ! ! "  Android MVP build started and planned completion for end July
  59. 59. OUR TEAM
  60. 60. ROB CEO/FOUNDER Business and marketing background and has start-up experience (Hailo and Simply Zesty).
  61. 61. FABIO LEAD ENGINEER Experienced Senior Software Engineer with 10 years developing in .NET and mobile technologies.
  62. 62. Wealth of knowledge and experience from working in the nutrition and fitness industry for 12 years. GARY Bus Dev
  63. 63. Experienced marketing and business professional with 5+ years in the media industry. DAVE MARKETING/ OPERATIONS
  64. 64. ADVISORS PAT PHELAN TRUSTEV NIALL HARBISON PR SLIDES LOVIN’ DUBLIN IVAN MACDONALD DIAL2DO MYSAY JIM CUMISKEY PROJECT & PORTFOLIO MANAGEMENT EXPERT JOHNNY WALKER HEALTH FOUNDERS GLOBAL DIAGNOSTICS
  65. 65. THANK YOU PROSPRHEALTH.COM FACEBOOK.COM/PROSPRHEALTH @PROSPRHEALTH
  66. 66. 10/06/14 Recent Developments in Matrix
  67. 67. Who are we? ! ! Matrix Internet We are a digital marketing and web agency based in Dublin. ! We were formed in 2000 and we have a client base of approximately 700 organisations across many industries. We have a hugely experienced team of business conscious professionals who can help you to achieve your goals.
  68. 68. The Problems ● Shops are finding it difficult connecting with customers and engage with them. ! ● Wifi use is usually paid or clunky ! ● The Shop gains nothing from providing wifi
  69. 69. What do we propose
  70. 70. What do we propose ! ● Give reliable and secure wifi ! ● Make thee wifi easy to access ! ● Collect the Demographic information ! ● people pay with their demographic information
  71. 71. Its all about Data: The Analytics on the backend help you understand what your users are doing while on the Wifi. ! Info Given Gender Age Name Email address Social media info Phone number etc.
  72. 72. Case Study
  73. 73. What are the goals ! ! ! 1/ Connect to the customers coming in store. ! 2/ Provide a free Guest wifi service. ! 3/ Start building a following among their regulars.
  74. 74. Case Study Facebook Followers
  75. 75. Case Study Twitter Followers
  76. 76. Case Study Form Sign ups
  77. 77. Stop, look and listen
 
 Stephen O’Leary
 Media Analyst Growth Hackers Dublin 2014 ! Irish Times Building, July 10th 2014
  78. 78. Henry 
 Ford
  79. 79. 
 “If I had asked my customers what they wanted, they would have said a faster horse.”

  80. 80. In 2012, we started tracking the following phrases:
  81. 81. “I wish someone invented…”
  82. 82. “If only there was a way to…”
  83. 83. “Will somebody please create a …”
  84. 84. “Will someone please build…”
  85. 85. 10 phrases ! 24 months ! 250,000 results
  86. 86. Here’s what we found…
  87. 87. “…please invent…”
  88. 88. 2012
  89. 89. 2014
  90. 90. 2012
  91. 91. 2014
  92. 92. 2012
  93. 93. 2014
  94. 94. “I wish someone invented…”
  95. 95. “I wish someone made…”
  96. 96. “Will someone please create a…”
  97. 97. To conclude….
  98. 98. Thank You
 
 Stephen O’Leary
 Media Analyst Growth Hackers Dublin 2014 ! Irish Times Building, July 10th 2014
  99. 99. Mick Crean
  100. 100. Michael Crean – Founder & IT & Operations Manager
  101. 101. About Me ! • Worked in Auto industry then IT • Founded MicksGarage.com while unemployed in 2003. • IT Systems architect, software developer and operations manager • Involved in all aspects of business from Management, IT to warehousing, Marketing, Customer Service, Voip Systems, Fraud Control and everything in between. • Technology, marketing, innovation and process are my passion
  102. 102. About MicksGarage.com • Online retailer of car parts and accessories • Technology company that sells information • 42 Employees across IT, marketing, Warehousing, CS, Accounting • Sell to approx 70 countries on monthly basis • 6+ million data records • Average age of our employees is just under 30 • Innovation is key to our success • We try to lead rather than follow with everything we do.
  103. 103. Website is your shop window ! ! • Must be kept updated • Must be kept clean • Must be current • Must entice customers to take a further look
  104. 104. 
 “Its just a website, cant be that difficult” ▪ Infrastructure Management ▪ Data Management ▪ Content Management ▪ Order Management ▪ Order Dispatch ▪ Customer Service ▪ Returns Management ▪ Fraud Management ▪ Pricing Strategies ▪ Marketing
  105. 105. Marketing • Get Data Right – Its all about data • Leaflet Drops (event hijacking) • Google Adwords • Facebook • Radio • PR • Viral Video – Paddys Day • Channel sales – challenge to convert to MG customers • Dispatch product images – we send image to customers • Garth Brooks Helpline (01-4404167) • Dummy Products • Tread Gain - Tread Gain • Bren Tube - Bren Tube
  106. 106. Adwords • Get Data Right – Its all about data • Never bid for number 1 position • Only run a ROI model • Don’t use broad keywords to start with • Make sure your ads and URLs are accurately targeted • Use plenty negative keywords • Don’t accept Googles suggested bid • Get landing pages right • Always split test ads • Use call to action • Adwords Automation
  107. 107. Automation is Key • Get Data right, product categorization and tags • Image automation – 360 images – Standard images • Automatic PPC generation • Simple barcode scanning to improve accuracy
  108. 108. Any Questions?
  109. 109. Free Lifetime Account Giveaway
  110. 110. Tuesday 29th of July 30 euro
  111. 111. A Special Thanks! • The Irish Times! • Hailo! • GrowthHacker.tv! • Simon Cockings, sarahpaddleswim.wordpress.com! • John Healy, KindCitizen.org! • Ajos, WildAnglePro.com! • Ben Rice McCarthy, BenRiceMcCarthy.com! • Aleksandra Nunes! • Bob Boles
  112. 112. Analytics | User Experience (UX) | Search Mobile | Web http://T9.ie/offer

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