Presentation given at the www.growthhackingworkshop.be conference on February 16th 2017 in Brussels.

1. Growth Hacking
Workshop

2. Hi,
I’m @kodel
I w
ork
in
this
big
building

3. Growth Hacking Workshop
14K smart colleagues
many great ideas
why thou so slow?
big wheels keep on turning
What is it like to work there?

4. Growth Hacking Workshop
Internal innovation on non-core projects in
an isolated environment with dedicated
budget, people and governance.
Succes!
(but: how to move to the core?)
First innovation attempt

5. Growth hacking,
the dislikes

6. disclaimer:
I have a problem with buzzwords

7. www.kodel.be

8. Script kiddies

9. Wikipedia

10. Summary:
Annoying people works

11. Summary:
Annoying people works

12. First tactic:
abuse of features

13. Second tactic:
carpetbombing

14. But, there’s only 1 thing that makes your company grow sustainably

15. TRUST

16. Growth hacking,
the likes

17. Speed me up, Scotty

18. The corporate way

19. The startup way

20. Growth Hacking Workshop
Action wins over discussion
In God we trust, all other must bring data
Fast iterations push you to automation
Automation leads to more useful KPI's
Good habits to learn

21. Growth hacking
for corporates

22. Hold your horses!
Where do we start?

23. Growth Hacking Workshop
Marketing + Product Management + Development
Growth Hacking + Design Thinking / UX + Agile Methods

24. Growth Hacking Workshop
Migrate 50% of your existing dev department to agile methods (including budget)
Migrate 50% of your product management department to design thinking / UX
Migrate 50% of your marketing budget to automated data marketing
Phase 1: migration

25. Growth Hacking Workshop
Look for a product that is not business critical
Make sure this product is in the migrated 50%
Isolate the people and budgets working on this
product from their existing departments
Phase 2: close the loop

26. Growth Hacking Workshop
Keep the same people who worked on a
product for a new non-business critical product
Give them budget autonomy
(note: this is the hard part: bypass governance)
Let them work in fast iterations under guidance
of growth hacking methodology experts
Phase 3: iterate

27. Growth Hacking Workshop
Growth hacking is not for corporate
marketeers. It is the closing element in
a corporate innovation program.
Growth hacking tools and philosophy are
great drivers for marketing automation and
iteration.
Learnings

28. What worked for us

29. Growth Hacking Workshop
Actually, we are a growth hacking experiment
Autonomy of budget
All roles in 1 team
Isolated product and market niche
Proximus Move!

30. Faster faster faster
This week? No, today!

31. Fake it till you make it

32. Your friends matter.
But don’t screw them over.

33. Growth Hacking Workshop
Honest transparent video content
Small budget to seed it
An initial audience of friends
That’s enough for good reach
Content marketing

34. Growth Hacking Workshop
Analytics
Hotjar
Mailchimp
Tag Manager
Facebook tracking pixel
Adwords
Hire a tools wizard

35. Growth Hacking Workshop
An affiliate scheme is good. But nobody
cares. Invest time in the few who do and
make them happy
(with incentives if you have to)
Talk. To. Individuals.

36. Growth Hacking Workshop
Stop. Do you have < 6 months?
No community for you.
Otherwise: yes, find a common purpose.
Leverage an existing community.
Rewards according to SAPS.
Community

37. Growth Hacking Workshop
Ok, it doesn’t scale. But it gives you insights
on what actions you put on what other
actions.
Plus: hanging every action on the wall is
very satisfying.
(The startup automation tools don’t scale
for a corporate. Here you can look into
Adobe Marketing Cloud)
Excell lists FTW!

38. Growth Hacking Workshop
Yes. But also here: 1 on 1
We used 4 influencers and invested
4 hours with each of them.
Requested: only feedback
Bonus: credibility, endorsement, reach
Influencers

39. Growth Hacking Workshop
Affiliate marketing is out
Social seeding is in.
Good results with Socialseeder
But: limit to a pre-screened audience
Social seeding

40. Growth Hacking Workshop
(ok, this one is still under construction)
Vlogging!

41. What will work for you (tips)

42. 1) Dare to fail
But create a a safe environment to do so
2) Make a team
Marketing + product + development + budget
3) Get help
(unless you’re a natural born tinkerer)

44. Bonus material
How we do it: growth hacks
What we do: customer journey

45. Discovery
TV-night with friends

46. Onboarding
Chat to become a customer

47. Delivery
MiFi + Chromecast

48. Product
City Experiences

49. Service
Omnichannel aggregation

50. Retention
Help people leave in style

51. Ambassadorship
Convince your parents