Growth Hacking - Creative Ways for Business Success

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  • Growth hacking creative ways for business success

    Luke Szkudlarek, Partner at what.digital26th April 2016Confidential

  • Confidential

    Agenda

    2

    - Intro

    - Digital Marketing vs. Growth Hacking

    - Growth hacking cases

    - Q&A

  • Confidential

    what.digital Team - Digital Strategy Lead

    3

    - 10+ years of experience in online marketing, development, digital strategy & digital project management

    - Delivery of web development, SEO and digital marketing strategies for international brands, including HSBC, Hotel Chocolat, Chopard and recently Victorinox

    - From 2015 Partner at what.digital, growth strategies for startups & established brands

    - M.S. in Business Computing, Poznan University of Economics

    - More about Luke on LinkedIn - linkd.in/LukeSzLuke SzkudlarekDigital Strategy Lead

    http://linkd.in/LukeSz

  • Confidential

    About what.digital

    4

    - We help brands grow online - typically measured with revenue, traffic or engagement

    - Led by digital professionals with world-class experience

    - Company founded in 2015

    - Based in Zurich, UK & PolandFind out more at

    www.what.digital

    http://www.what.digitalhttp://www.what.digital

  • Confidential

    Our Services

    5

    Web Design & Development

    Digital Strategy Coaching

    Acquisition, Activation & Retention

  • Confidential

    Growth Hacking Definition

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    - Growth hacking degree doesnt exist

    - 80% of growth hacking is best practice, 20% subversiveness

    - Speed matters

  • Confidential

    Growth Hacking Requirements

    7

    - Influence product design/roadmap

    - Learn fundamentals of digital marketing

    - Learn basics of code, avoid Im not technical.

    Create your own growth hacks!

  • Confidential

    Growth Hacking vs. Digital Marketing

    8

    Growth hacker Digital marketeer

    Rapid prototyping & testing Brand & Positioning

    Break conventions Done by the book

    No plan Media planning

    Action focused Business case thinking

    Platform/audience led Channel thinking

  • Sources of Growth Hacks

    - Digital Marketing Channels

    - Data driven insights

    - Platform integrations/APIs

    - UX Design / Testing

  • Confidential

    Case Study: Hijacking an existing audience (1)

    - Where does your audience hang out?

    - Target the largest sites

    - Use data driven insights

  • Confidential

    Case Study: Hijacking an existing audience (2)

    AirBnB and Craigslist integration

    Source: Luke Bornheimer

  • Confidential

    Case Study: Building an Email List (1)

    - New company

    - Well connected individuals

    - Lead generation mostly through networking

  • Confidential

    Case Study: Building an Email List (2)

    - Avoid temptation of mass-email

    - Consent?

    - Segment your audience

    - Create an email campaign, add value!

  • Confidential

    Case Study: FREE Paid Advertising

    - Online advertising is getting expensive

    - Cost Per Clicks on search engines are rising

    - Display or paid ads mostly labeled as not working, not relevant etc. by startups

  • Confidential

    Case Study: YouTube - Summary

    - 94% users skip after the 5 second mark

    - Take advantage of hybrid targeting

    - FREE if users skip, i.e.

    - Pay only for interactions

    - OR views (30 sec or whole video)

    - Cost Per View of 0.05-0.07 CHF

  • Confidential

    YouTube - Instream Ads

    http://www.youtube.com/watch?v=ABJYQhNW2f8

  • Confidential

    Recycle your audience - Video Remarketing

  • Case Study: Twitter Automation / Credibility

    - New company

    - Busy chasing new prospects

    - Need to show expertise - eat our own dog food

  • Case Study: Top Google Searches

  • Followers Magnet on Twitter (1)

  • Case Study: Twitter Growth Hack - Results

    - Automated interaction (5 min / day of manual work)

    - Steady growth of quality followers

    - Authentic content, but still automated

    Twitter Followers

  • Confidential

    what.next

    - Connect on LinkedIn: http://linkd.in/LukeSz

    - Zurich Growth Hacking meetup - http://www.meetup.com/Zurich-Growth-Hacking-Meetup/

    - Follow @whatdotdigital

    - Growth Hacking Fundamentals course (from 10th May)

    http://linkd.in/LukeSzhttp://www.meetup.com/Zurich-Growth-Hacking-Meetup/http://www.meetup.com/Zurich-Growth-Hacking-Meetup/http://www.meetup.com/Zurich-Growth-Hacking-Meetup/

  • Confidential

    Thank You

    what. makes your customers tick

    24

    what.digitalSihlquai 1318005 ZurichSwitzerland

    +41 79 777 1534info@what.digitalwww.what.digital

    http://www.what.digitalhttp://www.what.digital