Growth Hackers #3, June 5th 2014

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Emily Cunnane

HOW TO GROW A COMMUNITY

Emily Cunnane Yelp Dublin Community Manager

Build It And They Will Come…

COMMUNITY…

Community is defined as "a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals".

WHO ARE ‘THEY’

WHY DO YOU WANT THEM?

IF YOU BUILD IT, WHAT WILL MAKE THEM COME?

HOW TO BUILD IT!

ONLINE INTERACTION: Be Genuine

ONLINE INTERACTION: Be Genuine

ONLINE INTERACTION: Be Genuine

Think About Social Norms Vs Market Norms

OFFLINE INTERACTION

= Real

Engagement

dublin@yelp.com

Donagh Kiernan

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Date: June 5th, 2014 Growth Hacking

@EamoGrant

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A little bit about me

Digital Maps

Insurance

DJ/Barman

Flowers

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They Say That Growth Hacking =

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Growth Hacking Traits

New Tech

Scalable Growth

Psychology

Startups

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Confession:

IM A SHIT DEVELOPER

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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

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FLICKR ROCKS

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A little bit about me

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A little bit about me

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A little bit about me

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A little bit about me

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A little bit about me

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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

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Product Market Fit

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Product Market Fit

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Product Market Fit

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Product Market Fit

@PhotoBoothie

MVP - PhotoBooth.ie

MVP - PhotoBooth.ie

MVP - PhotoBooth.ie

MVP - PhotoBooth.ie

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.

MVP - Learnings

•  Digital gives you a chance •  To test a theory •  To appear complete •  To seem big •  With no budget •  And no wasted time

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AA Digital March 21st 2014

Date: June 5th, 2014 Growth Hacking

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The Problem with a Perfect Brand

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FEAR Has it’s challenges…..

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•  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…..

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•  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…..

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•  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

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•  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

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An imperfect understanding of

where sales come from

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•  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:

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•  The small stuff works on a big scale •  You need to be Balanced in your effort and focus

What I have learn’t:

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Feel free to contact me -

@EamoGrant

eamonngrant@gmail.com

ibye.ie  

Age:  18-­‐30  Deadline:  30th  June  

ibye.ie  

€10K  €20K  

€20K  

ibye.ie  

Here  to  help/  ibye.ie    

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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/

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Analytics | User Experience (UX) | Search

Mobile | Web

http://T9.ie/offer