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Growth Hacking Mindset - Portare il growth hacking nelle grandi aziende

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È possibile portare l'approccio del Growth Hacking nelle grandi aziende? Secondo me si e in questa presentazione spiego il perché.

Ad oggi sono tanti i casi di grosse corporate che hanno fatto loro questa metodologia: Facebook, LinkedIn, Coca-Cola, IBM, Heineken e tante altre.

Presentazione usata nell'ambito di un progetto di formazione all'interno di una grossa azienda italiana del settore energetico.

Per saperne di più sul tema visita il mio blog: www.raffaelegaito.com

Publié dans : Marketing
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Growth Hacking Mindset - Portare il growth hacking nelle grandi aziende

  1. 1. Growth Hacking Mindset Portare la cultura del Growth Hacking nelle grandi aziende09/11/2017
  2. 2. Chi sono Raffaele Gaito Imprenditore digitale. Consulente. Formatore. Blogger. Autore di “Growth Hacker - Mindset e strumenti per far crescere il tuo business” raffaelegaito.com info@raffaelegaito.com 2
  3. 3. Blockbuster 2
  4. 4. Blockbuster - Cosa è successo? 3 Valeva 5 miliardi nel 2002 È fallita nel 2012 Cosa è successo?
  5. 5. Ecco cosa è successo! 4
  6. 6. Kodak 5
  7. 7. Kodak - Cosa è successo? 6 150.000 dipendenti negli anni 90 Bancarotta nel 2013 Cosa è successo?
  8. 8. Ecco cosa è successo! 7
  9. 9. Blackberry 8
  10. 10. Blackberry - Cosa è successo? 9 Un’azione valeva 133$ nel 2007 Oggi vale 7,50$ Cosa è successo?
  11. 11. Ecco cosa è successo! 10
  12. 12. E la lista continua… 11
  13. 13. Futuro… “La nostra incapacità di predire il futuro non lo rende meno inevitabile.” - Mike Rauz 12
  14. 14. Cosa è il Growth Hacking? 13
  15. 15. Cosa è il Growth Hacking?! “Il Growth Hacking è un processo di sperimentazione rapida […] per trovare il modo più efficiente di far crescere un business” - J. Wanamaker 14
  16. 16. Tutto inizia in Silicon Valley 26 Luglio 2010 Sean Ellis “Find a Growth Hacker for your startup” In un contesto rapido e in continua evoluzione, l’approccio tradizionale non bastava più. Bisognava andare oltre, c’era bisogno di un nuovo mindset. 15
  17. 17. Il Growth Hacking 16 Fonte: Gaito R. - Growth Hacker
  18. 18. Caratteristiche del Growth Hacking - Adattabile - Scalabile - Rapido - Misurabile - Ripetibile 17
  19. 19. Il Growth Hacking è riservato solo alle startup? 18
  20. 20. Il “caso” Coca-Cola 19
  21. 21. Il “caso” Coca-Cola spiegato Il 23 Marzo 2017 Coca-Cola annuncia di aver sostituito il Direttore Marketing (CMO) con la figura del Growth Hacker (CGO). Leggendo in dettaglio il comunicato e le varie analisi pubblicate emergono due aspetti: - Negli ultimi anni il brand Coca-Cola era in forte crescita - A cui non corrispondeva una crescita in termini di fatturato Cambio di mindset fondamentale: dal “concentriamoci sul Marketing” al “concentriamoci sulla crescita”. 20
  22. 22. Non solo Coca-Cola 21
  23. 23. Non solo digital 22
  24. 24. Un grosso cambiamento in atto… “Il Marketing è cambiato per sempre. Ecco perché tutti i marketer dovrebbero diventare Growth Hacker” - Forbes 23 https://www.forbes.com/sites/danschawbel/2013/09/16/ryan-holiday-why-all-marketers-should-be-growth-hackers/
  25. 25. … che sta coinvolgendo tutte le aziende… “Ogni business ha bisogno di un Growth Hacker. La crescita dovrebbe essere il primo obiettivo di qualsiasi azienda.” - Harvard Business Review 24 https://hbr.org/2016/02/every-company-needs-a-growth-manager
  26. 26. … e sta portando una ventata di innovazione. “Anche le grandi aziende possono utilizzare l’approccio Growth Hacking per innovare.” - AdWeek 25 http://www.adweek.com/digital/growth-hacking-for-grownups-how-can-big-brands-leverage-startup-growth-tactics/
  27. 27. Un case study “classico” 26
  28. 28. Case study: Twitter 27 Una delle aziende che per prime ha adottato a pieno l’approccio Growth Hacking è stata Twitter. L’arrivo di Satya Patel come VP of Product ne cambiò completamente la rotta: - Utenti prima del Growth Hacking: da Giugno 2010 = 50M a Dicembre 2010 = 54M - Utenti con il Growth Hacking: Dicembre 2011 = 100M, Dicembre 2012 = 200M Satya Patel trasformò Twitter in un’azienda orientata agli esperimenti: 10+ a settimana
  29. 29. …e uno decisamente meno “classico”! 28
  30. 30. Case study: Macron 29 Il primo presidente eletto grazie a un approccio Growth Hacking La campagna del presidente francesce Macron è stata caratterizzata dal largo utilizzo di tecniche e strumenti tipici del Growth Hacking: - Uso del funnel AAARRR - Raccolta lead tramite newsletter e chatbot - Massiccia attività di Lean Nurturing - Costante raccolta di dati quantitativi e qualitativi - Advertising estremamente targettizzato - E tanto altro…
  31. 31. Il mindset del Growth Hacking in 3 step 30
  32. 32. 1. Multidisciplinarietà 31
  33. 33. Takeaway su “Multidisciplinarietà” - Formazione continua e differenziata dei dipendenti (lifelong learning) - Investimenti su cross fertilization interna ed esterna - Focus su “profili a T” e incoraggiamento alla multipotenzialità 32
  34. 34. 2. Approccio data-driven 33
  35. 35. Takeaway su “Approccio data-driven” - I dati come “carburante” aziendale, a tutti i livelli - Presenza massiccia di data scientist - Ridurre investimenti in attività non tracciabili - Scelte esclusivamente basate sui dati 34
  36. 36. 3. Cultura della sperimentazione 35
  37. 37. Takeaway su “Cultura della sperimentazione” - Sperimenta in piccolo, fallisci in piccolo - Autorizzazione e incoraggiamento al test - Sandbox e programmi dedicati - La sperimentazione come processo 36
  38. 38. Conclusione “Il Growth Hacking non serve a darti risposte, ma a farti porre le giuste domande.” - Raffaele Gaito 37
  39. 39. Grazie! 38

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