John Healy is a product manager and co-founder with 17 years of experience in digital marketing. He gives a presentation on growth hacking, which is a scientific approach to growth that integrates marketing, engineering, and product. He discusses how growth hacking uses tools to research audiences, create content personas, motivate participation through rewards, and measure results through both traditional and new metrics like social shares. He provides tips for growth hacking including focusing on customers, integrating product, marketing, and sales, and tweaking offers, channels, and features through iteration.
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)
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
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
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.