Growth Hackers #3, June 5th 2014
description
Transcript of Growth Hackers #3, June 5th 2014
![Page 1: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/1.jpg)
![Page 2: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/2.jpg)
Need a video that explains your product or service? We create slick looking and sounding videos for your business:�
• Professional Scriptwriting�• Professional voice artist.�• Music and sound effects.�
http://piehole.tv/
![Page 3: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/3.jpg)
![Page 4: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/4.jpg)
![Page 5: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/5.jpg)
Analytics | User Experience (UX) | Search
Mobile | Web
http://T9.ie/offer
![Page 6: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/6.jpg)
Emily Cunnane
![Page 7: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/7.jpg)
HOW TO GROW A COMMUNITY
Emily Cunnane Yelp Dublin Community Manager
![Page 8: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/8.jpg)
![Page 9: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/9.jpg)
Build It And They Will Come…
COMMUNITY…
![Page 10: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/10.jpg)
Community is defined as "a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals".
WHO ARE ‘THEY’
![Page 11: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/11.jpg)
WHY DO YOU WANT THEM?
![Page 12: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/12.jpg)
![Page 13: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/13.jpg)
![Page 14: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/14.jpg)
IF YOU BUILD IT, WHAT WILL MAKE THEM COME?
![Page 15: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/15.jpg)
HOW TO BUILD IT!
![Page 16: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/16.jpg)
ONLINE INTERACTION: Be Genuine
![Page 17: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/17.jpg)
ONLINE INTERACTION: Be Genuine
![Page 18: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/18.jpg)
ONLINE INTERACTION: Be Genuine
![Page 19: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/19.jpg)
Think About Social Norms Vs Market Norms
![Page 20: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/20.jpg)
OFFLINE INTERACTION
= Real
Engagement
![Page 21: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/21.jpg)
![Page 22: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/22.jpg)
![Page 23: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/23.jpg)
![Page 25: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/25.jpg)
Donagh Kiernan
![Page 26: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/26.jpg)
![Page 27: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/27.jpg)
27
Date: June 5th, 2014 Growth Hacking
@EamoGrant
![Page 28: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/28.jpg)
28
A little bit about me
Digital Maps
Insurance
DJ/Barman
Flowers
![Page 29: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/29.jpg)
29
They Say That Growth Hacking =
![Page 30: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/30.jpg)
30
Growth Hacking Traits
New Tech
Scalable Growth
Psychology
Startups
![Page 31: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/31.jpg)
31
Confession:
IM A SHIT DEVELOPER
![Page 32: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/32.jpg)
32
A little bit about @EamoGrant
• Degree in Geography • MSc in Information Systems (Geographic) • Early adopter of mobile tech – Using GPS & Ipaqs in 2001 • Started Blogging in 2003 Founder of several companies:
• Flowers Made Easy 2006 • PhotoBooth.ie 2008 • WholesaleFlowers.ie 2008 • The Flower School 2009 • HobbyFlorist.com 2010 • Captivate.ie in 2011 • WinesMadeEasy 2011
• Joined AA in 2012
![Page 33: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/33.jpg)
33
![Page 34: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/34.jpg)
34
FLICKR ROCKS
![Page 35: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/35.jpg)
35
A little bit about me
![Page 36: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/36.jpg)
36
A little bit about me
![Page 37: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/37.jpg)
37
A little bit about me
![Page 38: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/38.jpg)
38
![Page 39: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/39.jpg)
39
![Page 40: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/40.jpg)
40
![Page 41: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/41.jpg)
41
![Page 42: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/42.jpg)
42
A little bit about me
![Page 43: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/43.jpg)
43
A little bit about me
![Page 44: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/44.jpg)
44
![Page 45: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/45.jpg)
45
![Page 46: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/46.jpg)
46
Product Market Fit
Dear Customers, We would like to ask you for 3 minutes of your time to help us help you in 2012. We have designed a short survey - 10 Questions in total, which will take you less than 3 minutes to complete. SURVEY LINK - http://www.surveymonkey.com/s/7BW88SZ Simply - copy and paste the link above into your web browser and fill out the questions for us. As a thank you, we are offering anyone who submits the survey in the next 24 hours a 10% discount code which can be used all of next week online at www.WholesaleFlowers.ie Thank you in advance for your time and custom. Kind Regards, Eamonn Grant WholesaleFlowers.ie http://www.surveymonkey.com/s/7BW88SZ
![Page 47: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/47.jpg)
47
Product Market Fit
![Page 48: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/48.jpg)
48
Product Market Fit
![Page 49: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/49.jpg)
49
Product Market Fit
![Page 50: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/50.jpg)
50
Product Market Fit
![Page 51: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/51.jpg)
![Page 52: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/52.jpg)
@PhotoBoothie
![Page 53: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/53.jpg)
MVP - PhotoBooth.ie
![Page 54: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/54.jpg)
MVP - PhotoBooth.ie
![Page 55: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/55.jpg)
MVP - PhotoBooth.ie
![Page 56: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/56.jpg)
MVP - PhotoBooth.ie
![Page 57: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/57.jpg)
MVP - PhotoBooth.ie
• 96 email enquiries later…
• 3 Booking Deposits on route…
• We decided to build a PhotoBooth…..
• From Scratch….
• And made a complete balls of it.
• So we built it again…
• But at this point….
• We had hundreds of enquiries
• A Minimum Viable Product (It worked)
• 3 Months before our next booking
• Lots of learning
• And Cash to do it.
![Page 58: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/58.jpg)
MVP - Learnings
• Digital gives you a chance • To test a theory • To appear complete • To seem big • With no budget • And no wasted time
![Page 59: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/59.jpg)
59
AA Digital March 21st 2014
Date: June 5th, 2014 Growth Hacking
![Page 60: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/60.jpg)
60
The Problem with a Perfect Brand
![Page 61: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/61.jpg)
61
FEAR Has it’s challenges…..
![Page 62: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/62.jpg)
62
• We had no clear digital strategy & a more limited understanding of the true potential online.
• The digital team were fire fighting the wrong problems • Our PPC account structure was focused on the wrong metrics & built in an
ineffective way – focused on desktop & budget, not CTR & conversion • SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch
and other content online. • Online data showed evidence of declining interest. • We had limited focus on mobile users. We only looked at desktop – missing at
least 25% of the market as a result and impacting the research online, purchase offline process
• We only had a small presence in social media with @aaroadwatch on twitter • AA Business & other services were a low priority online.
The Problem with a perfect brand is…..
![Page 63: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/63.jpg)
63
• We had no clear digital strategy & a more limited understanding of the true potential online.
• The digital team were fire fighting the wrong problems • Our PPC account structure was focused on the wrong metrics & built in an
ineffective way – focused on desktop & budget, not CTR & conversion • SEO – Our website didn’t take into account the value of Routeplanner, Roadwatch
and other content online. • Online data showed evidence of declining interest. • We had limited focus on mobile users. We only looked at desktop – missing at
least 25% of the market as a result and impacting the research online, purchase offline process
• We only had a small presence in social media with @aaroadwatch on twitter • AA Business & other services were a low priority online.
The Problem with a perfect brand is…..
![Page 64: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/64.jpg)
64
• Full review of everything • Usability • Design • SEO • PPC • Technical Structure
• Built a relationship with Google • Let all Agencies go • Skilled up our team internally • Went Social • Moved Roadwatch/Routeplanner • Focused on Speed • Delivered Responsive Design
What we did
![Page 65: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/65.jpg)
65
• Full review of everything • Usability • Design • SEO • PPC • Technical Structure
• Built a relationship with Google • Let all Agencies go • Skilled up our team internally • Went Social • Moved Roadwatch/Routeplanner • Focused on Speed • Delivered Responsive Design
What we did
![Page 66: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/66.jpg)
66
An imperfect understanding of
where sales come from
![Page 67: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/67.jpg)
67
• Brought the management of everything in house • Proved our worth with small wins early on • Educated the Executive Team • Fixed our metrics - CRITICAL • Focused on Conversion • Looked at quality of traffic • Dedicated huge effort to Mobile • Monitored Completion from 100 angles • Monitored Conversion from 100 angles • Monitored CTR like Hawks.
RESULTS:
What we did:
![Page 68: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/68.jpg)
68
• The small stuff works on a big scale • You need to be Balanced in your effort and focus
What I have learn’t:
![Page 70: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/70.jpg)
ibye.ie
Age: 18-‐30 Deadline: 30th June
![Page 71: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/71.jpg)
ibye.ie
€10K €20K
€20K
![Page 72: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/72.jpg)
ibye.ie
![Page 73: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/73.jpg)
Here to help/ ibye.ie
![Page 74: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/74.jpg)
74
Need a video that explains your product or service? We create slick looking and sounding videos for your business:�
• Professional Scriptwriting�• Professional voice artist.�• Music and sound effects.�
http://piehole.tv/
![Page 75: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/75.jpg)
75
![Page 76: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/76.jpg)
76
![Page 77: Growth Hackers #3, June 5th 2014](https://reader033.fdocuments.us/reader033/viewer/2022052900/5563178cd8b42a5b498b5016/html5/thumbnails/77.jpg)
77
Analytics | User Experience (UX) | Search
Mobile | Web
http://T9.ie/offer