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Very popular session at this year's Product Camp Dublin from John Healy of @Kindcitizen
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John Healy
John@kindcitizen.org
@Kindcitizen
ie.linkedin.com/in/johnghealy/
353 (0)85) 107-0894
Growth Hacking … Without Big
Budgets
June 5, 2014
Who is this Fella?
Product Manager & Product Marketing
Co-Founder
17 Years in New York:
CNN: Digital Product Marketing Manager
Ogilvy & Mather: Account Director
Young & Rubicam (WCJ)
Also Known As – Growth Hacker
Stuff …. I’ve Done
CNN
What the HECK … is Growth Hacking?
Growth Hacking!
“Basically, growth hacking is a scientific method that requires a full-stack approach to growth — total marketing, engineering, and product integration.”~ Bronson Taylor
Product Management/Marketing .... has changed
Product Management
+Marketing
+Engineering
client
Features+
Advertising
Media Listeners Participants
Growth Hacking – Job Functions
Growth Hacking – Goals
Product has to be a Growth Hacker too
Product Product Product
The Full Story …. What’s Involved
• http://www.donckers.co/sites/www.donckers.co/files/blog/Growth%20Hacking%20Framework.png
Media: 3 Categories
Media EFFECTIVENESS = Participation + Earned Media
Slide 12
Current Business Situation (examples)
Loyalty Profit Influence
Growth Hackers Objectives (examples)
Convert 1,000Competitor Customers
Get 500 InfluencersTo Share Content/Offer
Upsell 700Existing Customers
UI Tricks - Speed
Public –By Default
Open Follow Model
Cross-network Post – By Default
Easy Sign-Up
Then Now
Viral
Refer-a-friend: 500MB= Sign Ups 60%
RewardSocial Media Engagement
GamificationDropQuest -Scavenger Hunt
Share Simplicity- via Desktop
Promotion
WePay … doesn’t Freeze your $s
SEOKnow how positioning affects clicks
30% of users click here and on the right (Paid listings)
70% of users click here (Organic listings)
Content is King for SEO
Tool: Content Marketing
Multi-task Magella
• High achiever - entrepreneur• Struggles to balance work/life• Wants small biz “Practical” tips
Stresed-out Sam
• High-stressed “C-Suite Exec”• Challenged to change company culture• Needs to stay ahead of tech. developments
Content Marketing Strategy: Build “Personas”
Adventure-Freak Fran
• High-net worth individual• Seeks adventure & surprise• A “people person”
11.06.2014 25
Product or Service
Content Marketing Strategy: Research
Market Reality is a better indicator of customer needs than Market Research
MARKET RESEARCH
MARKET REALITY
Source: Digital Marketing Institute
Search: keyword research tool
Social: listening tools
Digital: analytical tools
Polls, questionaires, history, focus groups, research.
Custo
me
r
Search Tools: • Google Analytics
• Google AdWords Keyword Planner
• Google Display Planner
• Bing Ad Planner
• Google Alerts
Social Tools:• socialmention.com
• adictomatic.com
• howsociable.com
• twitalyzer.com
• Klout.com
• local discussion forums
Content Marketing Strategy: Research
Conversion Tool: Intercom
Tools: Intercom
Tools: Qualtrics Enterprise Survey Platform
29
Viral Tool (for consumer brands): KindCitizen
Automatically publish non-profits events To a brand’s social media
pagesReward people with
special offers for sharing
Example for Monkstown RFC event
Example: Reward Offer ... once an event is shared
Tools:
Social Media Conversation Monitoring
News-Jacking Strategy
e.g. KindCitizen banner ad. test,
Also incorporated into Content Marketing Strategy
Slide 39
Growth Hacking – Starter Tips
1. Recruitment ofParticipants
Personas
End User
Influencer
4. Measurement Traditional: Reach/Frequency, Cost per Lead, etc.
New: Likes, Shares, RTs, Mentions, Cost per Advocate,
Share of Culture, Value € of Earned Media
4 Steps Tactics
Product
Personas
Owned & Earned Media
2. Motivation forParticipation
Recognition
Prizes
Discounts
Influence
Motivates Audience?
3. Increasing their Control
UGC
Vote
Poll
Drives Most Traffic?
Considerations
• Initiate:
Focus on the customer
Growth Hacking Principles
• Integrate: Product Management + Marketing + Sales
• Iterate: Tweak Offer/Channel/UI/ Features
Slide 41
Book on Challenger Brands – AKA Growth Hacking
What they did “Eating the Big Fish” Adam Morgan
1. Break with immediate past
2. Build lighthouse identity
3. Assume thought leadership
4. Create symbols of reevaluation
5. Sacrifice
6. Overcommit!
7. Advertising = PR
8. Become Ideas Centered
Slainte!
ProductCamp Dubin Profile: Moderator: John Healy is CNN’s former Digital Product Marketing Manager.
He worked as a “Mad-Man” for 15 years with large ad agencies in New York. He also lectures on “Analytics” and “Strategy” at the Digital Marketing Institute.
John is a freelance “Growth-Hacker” and founder of KindCitizen, a niche content-marketing software start-up that enables consumer-brands to generate sales from people who share local events on-line.
John Healy
John@kindcitizen.org
@Kindcitizen
ie.linkedin.com/in/johnghealy/
353 (0)85) 107-0894
Growth Hacking … Without Big
Budgets
June 5, 2014
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