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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 ListenersParticipants
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 1,000
Competitor Customers
Get 500 Influencers
To Share Content/Offer
Upsell 700
Existing Customers
Instagram
UI Tricks - Speed
Public –
By Default
Open Follow Model
Cross-network Post – By Default
Growth Hacking Workshop
Easy Sign-Up
Then Now
Viral
Refer-a-friend: 500MB
= Sign Ups 60%
Reward
Social Media Engagement
Gamification
DropQuest -
Scavenger Hunt
Share Simplicity
- via Desktop
Promotion
WePay … doesn’t Freeze your $s
Growth Hacking Workshop
SEO
Know 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.
Customer
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
pages
Reward people with
special offers for sharing
Example for Monkstown RFC event
Example: Reward Offer ... once an event is shared
Tools:
Social Media Conversation Monitoring
Growth Hacking Workshop
Growth Hacking Workshop
Growth Hacking Workshop
Growth Hacking Workshop
News-Jacking Strategy
e.g. KindCitizen banner ad. test,
Also incorporated into Content Marketing Strategy
Slide  39
Growth Hacking – Starter Tips
1. Recruitment of
Participants
 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 for
Participation
 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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Growth Hacking Workshop

  • 1. John Healy John@kindcitizen.org @Kindcitizen ie.linkedin.com/in/johnghealy/ 353 (0)85) 107-0894 Growth Hacking … Without Big Budgets June 5, 2014
  • 2. 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)
  • 3. Also Known As – Growth Hacker
  • 4. Stuff …. I’ve Done CNN
  • 5. What the HECK … is Growth Hacking?
  • 6. 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
  • 7. Product Management/Marketing .... has changed Product Management + Marketing + Engineering client Features + Advertising Media ListenersParticipants
  • 8. Growth Hacking – Job Functions
  • 10. Product has to be a Growth Hacker too Product Product Product
  • 11. The Full Story …. What’s Involved • http://www.donckers.co/sites/www.donckers.co/files/blog/Growth%20Hacking%20Framework.png
  • 12. Media: 3 Categories Media EFFECTIVENESS = Participation + Earned Media Slide  12
  • 13. Current Business Situation (examples) Loyalty Profit Influence
  • 14. Growth Hackers Objectives (examples) Convert 1,000 Competitor Customers Get 500 Influencers To Share Content/Offer Upsell 700 Existing Customers
  • 15. Instagram UI Tricks - Speed Public – By Default Open Follow Model Cross-network Post – By Default
  • 18. Viral Refer-a-friend: 500MB = Sign Ups 60% Reward Social Media Engagement Gamification DropQuest - Scavenger Hunt Share Simplicity - via Desktop
  • 21. SEO Know how positioning affects clicks 30% of users click here and on the right (Paid listings) 70% of users click here (Organic listings)
  • 22. Content is King for SEO
  • 24. 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”
  • 25. 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. Customer
  • 26. 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
  • 30. Viral Tool (for consumer brands): KindCitizen Automatically publish non-profits events To a brand’s social media pages Reward people with special offers for sharing
  • 32. Example: Reward Offer ... once an event is shared
  • 38. News-Jacking Strategy e.g. KindCitizen banner ad. test, Also incorporated into Content Marketing Strategy
  • 39. Slide  39 Growth Hacking – Starter Tips 1. Recruitment of Participants  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 for Participation  Recognition  Prizes  Discounts  Influence  Motivates Audience? 3. Increasing their Control  UGC  Vote  Poll  Drives Most Traffic? Considerations
  • 40. • Initiate: Focus on the customer Growth Hacking Principles • Integrate: Product Management + Marketing + Sales • Iterate: Tweak Offer/Channel/UI/ Features
  • 41. 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
  • 42. 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.
  • 43. John Healy John@kindcitizen.org @Kindcitizen ie.linkedin.com/in/johnghealy/ 353 (0)85) 107-0894 Growth Hacking … Without Big Budgets June 5, 2014