Growth Hacking Workshop

Hi, I’m @kodel

I work in

this

big building

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?

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

Growth hacking,the dislikes

disclaimer:I have a problem with buzzwords

www.kodel.be

Script kiddies

Wikipedia

Summary: Annoying people works

Summary: Annoying people works

First tactic: abuse of features

Second tactic: carpetbombing

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

TRUST

Growth hacking,the likes

Speed me up, Scotty

The corporate way

The startup way

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

Growth hacking for corporates

Hold your horses! Where do we start?

Growth Hacking Workshop

Marketing + Product Management + Development

Growth Hacking + Design Thinking / UX + Agile Methods

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

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

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

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

What worked for us

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!

Faster faster faster This week? No, today!

Fake it till you make it

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

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

Growth Hacking Workshop

Analytics

Hotjar

Mailchimp

Tag Manager

Facebook tracking pixel

Adwords

Hire a tools wizard

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.

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

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!

Growth Hacking Workshop

Yes. But also here: 1 on 1

We used 4 influencers and invested4 hours with each of them.

Requested: only feedback

Bonus: credibility, endorsement, reach

Influencers

Growth Hacking Workshop

Affiliate marketing is out

Social seeding is in.

Good results with Socialseeder

But: limit to a pre-screened audience

Social seeding

Growth Hacking Workshop

(ok, this one is still under construction)

Vlogging!

What will work for you (tips)

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)

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

Discovery TV-night with friends

Onboarding Chat to become a customer

Delivery MiFi + Chromecast

Product City Experiences

Service Omnichannel aggregation

Retention Help people leave in style

Ambassadorship Convince your parents