Growth Hacking strategy and framework
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Hypothetical growth hacking strategy and framework. Building blocks and checklist
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Growth Hacking strategy and framework
- 1. Growth Hacking Strategy Framework Best viewed in Presentation Mode
- 2. Executive Summary • Acme Newspaper content can be consumed anywhere. Outside of Acme Newspaper ecosystem. • No need to come to The Acme Newspaper website to get news. Can be read on Facebook or competitor with ease. • What's the Acme Newspaper’s “viral” factor, why use The Acme Newspaper over something else? • Any Growth Hacking strategy needs a “core product” to “grow”. – Facebook has its USP and its “walled garden”. – The Acme Newspaper “product” is disseminated across channels. Facebook on the website or mobile or tablet provides the same experience. • Once the Acme Newspaper product experience is stabilised. Then bring in the Technology and Marketing to optimise the conversion rate. – The higher the conversation rate, the higher the viral growth factor. • Certain assumptions have been made
- 3. Contents • Acme Newspaper Growth Hacking Strategy Conceptual Model • Social Media Optimisation Big Picture • Editorial Approach • Technology Building Blocks • Product Framework • Marketing Skeleton • Analytics, Testing & Optimisation Stratagem
- 4. Key to Success is... Technological Walled Garden / Ecosystem
- 5. Acme Newspaper Growth Hacking Concept
- 6. 6 Conceptual Growth Hacking Platform A multi tier approach; outer layers translate to core goal of monetisation of the user Monetising the user Personalisation Acquiring the user Activating the user Marketing: Bought Media Analytics A/B|Multivariate Editorial Editorial Culture TVVideo
- 7. Social Media Optimisation Big Picture
- 8. Social Media landscape could be viewed as absurd in its complexity
- 9. And the previous chart is missing...the below and many, many more.... Wikis, crowdsourcing sites, crowdfunding sites, countless other travel sites, music sites, social TV networks and more and more niche networks like goodreads focusing on a specific activity or passion are popping up everyday To achieve ultimate VIRALITY , the Acme Newspaper must take their content to where the target audience spends their time online
- 10. Use of Gamification Social Engagement tactics Gamification of the News – Can it be done? YES!
- 11. HOW? Can the Acme Newspaper achieve ultimate virality? • Day-to-day management of the Acme Newspapers' social profiles, content and campaigns, across ALLof the social networks is required. Some networks maybe more relevant to some types of editorial / content. Social Media Tools & Platforms Automated Distribution of content & comms Social Networks API integratio n Localisation Personalisa- tion for Networks A/B Testing of Social Profiles Exponential Viral Distribution Technology Marketing / PR Product Editorial Analytics Virality Social CRM Social Design & Integration Gamification
- 12. Personalisation of content via Social, Interest, & even Knowledge Graph cme Newspaper.co.uk Circa 2002 Acme Newspaper.co.uk Circa 2006 Acme Newspaper.co.uk Circa 2008 Acme Newspaper.co.uk Circa 2010 Pushed content, static Pushed content, augment ed by semi- trusted reviews Recommended content based on past views Deep, personal analytics based on social graph "People don't want something targeted to the whole world--they want something that reflects what they want to see and know“ -- Sheryl Sandberg, Facebook COO, September 2010
- 13. Viewed another way. Imagine all the unique Acme Newspaper Facebook & Twitter profiles AMPLIFIED, LOCALISED & PERSONALISED every WHERE.
- 15. Long term plans, produce Editorial based on data returned from Social, Interest & Knowledge Graph Cull lowest performing Editorial Inform Editorial Roadmap Mine Consumer Data from Graph Editorial A/B Tests, gain more insight Several Acme Newspaper readers “like” Marvel Comics movies Source more Marvel Comics Movies Content e.g. News, rumours Run tests on e.g. IronMan vs Hulk Content Don’t Produce content on “She-Hulk”
- 17. Growth Hacking Platform Capability Framework The Acme Newspaper’s digital technology stack should encompass the following four layers and capabilities 17 Editorial 1.0 Content Management System 2.0 Social Media Marketing Platform 3.0 Mobile Platform 4.0 Social Media Publishing Platform 6.0 On Site Search 7.0 Digital Asset Management 13.0 Ruby on Rails Dev Platform - Vanity 15.0 Ruby on Rails Dev Platform - Abingo 17.0 Segmentation, Funnel Analytics - MixPanel 20.0 Person Web Analytics – KissMetrics – Who, Why 18.0 Real Time Command Centre - Geckoboard Marketing Product Analytics & Intelligence 8.0 Gamification Platform – Bunchball or BigDoor or Badgeville or Gamify 10.0 SEO Crawler / Spider Analysis - Screaming Frog 12.0 Landing Page Builder - Unbounce 9.0 Email Platform – Platform e.g. ExactTarget vs. Vendor e.g. Epsilon 21.0 Real Time Command Centre - Leftronics 19.0 Web Analytics - Google Analytics – What Happened 22.0 A B Testing – Optimizely 14.0 User Testing – UserTesting.com 5.0 Social Listening Platform 16.0 Live Mouse Tracking, Heatmaps - Mouseflow 11.0 Targeted Surveys - Qualaroo
- 18. Multi Screen Real Time Command Centre
- 20. To this blogger, digital newspaper products are not providing the service he wants
- 21. A /B Test Product Features to death
- 22. Forget iOS, Android, Blackberry, screen sizes, downloading...bleh! In the native vs web argument, for a news & editorial provider, there is only one choice. That's CSS 3 & HTML 5
- 23. Refresh, Revive & Rethink Acme Newspaper Open Platform • Revisit API strategy. • Drive towards vision of:- anything created with Acme Newspaper data or API must live / function within the Acme Newspaper Ecosystem /digital presence. • Have you ever noticed that you can share content on or in Facebook, but you can never share Facebook content outside of Facebook? – Try sharing something from a FB wall or page you have liked. To share a meme or video on FB outside of FB is not intuitive, nor easy!
- 24. Share on the Acme Newspaper Button • Would Facebook allow a “Share on the Acme Newspaper” Button. Unlikely. 286
- 25. Marketing Skeleton Optimise content for ALL forms of Search
- 26. Content Discovery:- Todays Search Location/ Mobile Search Engine Social Networks Bookmarking Sites Device Based Images & Video Ecommerce Sites TAOBAO Groupon Groupon Google+Local Facebook Places Google Yandex Yahoo Baidu
- 27. Content Discovery:- Tomorrows Search Mindmeld Google Now Apple Siri Samsung S Voice Facebook Graph Search Yahoo Interest Graph
- 28. Even Email has felt the innovation wave Optimise content for ALL Screen Sizes & email providers. A/B Test to death
- 29. Content Discovery:- Next Generation Email= Social + Mobile + Email + Operating System Read Email on Social Networks Client Read Email on Operating System / Browser Client Read on Device Client Read on Email Client
- 30. Content Discovery:- Mobile Media. Mobile Ecosystem is rich & diverse + high conversion at low cost
- 31. Analytics, Testing & Optimisation Stratagem
- 32. Micro-Optimisation. For every touch-point in the Persuasion & Sales funnels, Identify, Benchmark, Target, Optimise [IBTO] metrics with the view that each metric contributes to a conversion. [below are examples only, some may not be relevant to the Acme Newspaper]
- 33. Conduct Marketing Attribution Analysis. Determine most effective channels for The Acme Newspaper Attribution Methodologies • First click- full credit is assigned to the first interaction • Last click - full credit is assigned to the last interaction • Linear - all interactions share credit evenly • Time decay - more credit is assigned to interactions closer to the time of conversion • Customized by channel - certain channels are weighted more/less heavily • Unique methodology developed in-house or by agency Added Value to the Acme Newspaper • Ability to better allocate budget/resources across channels and ROI is improved. • Acme Newspaper are better positioned to obtain budget due to higher accountability. • Attribution provides insights into audience makeup and behaviours. • Better understanding of how online/offline media interactions work. • Better understanding of how some channels assist in conversion rather than play a direct role.
- 34. A/B Test Everything, Everywhere, Everywhen – Key tools that need to be in a growth hacking arsenal
- 35. Get in touch:- Twitter :- @zohe Blog:- http://www.zohe.co.uk/blog Twitter:- @GrowthHakka Web:- http://www.growthhakka.com/
Hinweis der Redaktion
- Email is changing. With 30% of mobile users now accessing their emails using their phone, the inbox is now a moving target. Plus there are all the new inboxes created by Twitter, Facebook, LinkedIn etc.. Add further different user experience on operating systems e.g. Windows 8, Apple & user behaviour of switching between devices to read sometimes the same email, marketers need to supply the same email in multiple formatsSegmented Behavioural targeting to all these different inboxes with customised emails for each screen size & inbox will drive ROI up.