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Growthhacking the crowd: a data driven hustle

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In the first generation of crowdfunding it was enough to have a strong story, engaged network and a captivating campaign video. As long as your content marketing strategy was okay, your campaign was okay (probably). But today the context has changed. In a world where crowd sourcing and crowdfunding are no longer niche markets, only a data driven campaign can take you beyond the boundaries of your own network. At Crowd Sourcing Week Global 2016 in London, I shared insights in how you can be successful for your campaign, or your crowd platform, by adopting a data driven hustle strategy. It's not hard, you just have to do it!

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Growthhacking the crowd: a data driven hustle

  1. 1. Fanuel Dewever - CEO Crowd Angels - April 12th, 2016
  2. 2. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  3. 3.  “… in the persuit of relevance, brands chase after trends. But this is a commodity approach to branding. Hundreds of companies are doing the same. It’s no wonder cosumers don’t pay attention”  “By follow new ideologies folllowing out of crowd cultures, brands can assert a point of view that stands out” 12/04/2016@CROWDANGELS #CSWGLOBAL16
  4. 4. 12/04/2016@CROWDANGELS #CSWGLOBAL16 TO BE SUCCESFULL IN CROWDFUNDING YOU HAVE TO DO A MILLION THINGS. THEY’RE NOT HARD, … YOU JUST NEEDED TO DO THEM
  5. 5. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  6. 6.  To get what you want, you need to hustle.  You need to apply street smarts  You need to sell the dream  … and deliver on your promisses 12/04/2016@CROWDANGELS #CSWGLOBAL16
  7. 7. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  8. 8. http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist- case-study/ 12/04/2016@CROWDANGELS #CSWGLOBAL16
  9. 9. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  10. 10. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  11. 11. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  12. 12.  Data-driven refers to:  acquiring,  analyzing  applying information  About  Potential backers  Their desires  Needs,  Context,  Behavior and  Motivations. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  13. 13.  Research and data collection,  Analysis of the data,  Planning the campaign,  Launching the campaign,  Running the campaign.  … Sharing the results 12/04/2016@CROWDANGELS #CSWGLOBAL16
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  15. 15.  Online platforms and communities generate large volumes of unstructured data.  Data from mobile and other devices helps organizations better understand consumers.  Intelligent systems transmit semistructured data that help drive operational improvements 12/04/2016@CROWDANGELS #CSWGLOBAL16
  16. 16.  Small data is data that is small enough size for human comprehension.  The term "big data" is about machines and "small data" is about people  Small data connects people with timely, meaningful insights), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks." 12/04/2016@CROWDANGELS #CSWGLOBAL16
  17. 17. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  18. 18. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  19. 19. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  20. 20. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  21. 21.  Growth hackers are individuals who have both programming skills and in-depth marketing knowledge.  Their role focuses on how to attract and retain more customers.  Their marketing arsenal includes A/B testing, landing pages, spreadsheets, SQL databases, data science and web scrapers. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  22. 22. http://www.forbes.com/sites/andyellwood/2012/08/22/the-dream-team-hipster-hacker-and-hustler/ “To run an efficient team, you need: a Hipster, a Hacker, and a Hustler.” 12/04/2016@CROWDANGELS #CSWGLOBAL16
  23. 23. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  24. 24. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  25. 25. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  26. 26.  Benchmark previous campaigns  Scrape backer data  Auto search for contact detail  Personalised is not the same as personal!  Size does matter! Of your social etwork that is. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  27. 27. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  28. 28. WARNING: SOMETIMES YOU WIN, … SOMETIMES YOU LEARN 12/04/2016@CROWDANGELS #CSWGLOBAL16
  29. 29.  To drive momentum during the campaign, they set their goal to $40,000 when they were actually aiming for between $80,000 and $100,000.  The campaign launched with a lower goal as they felt it vital to post milestones throughout the campaign, such as when they hit 25% funded.  This strategy provided the type of feedback that potential backers required to spur interest in funding the game.  Following the 6 fase data driven approach the were able to reach more than 50% form their backers outside of the crowdfuncing network.  Key messages from Ken Seto:  Deliver on your promises,  give your backers your utmost respect and  do not give crowdfunding a bad name. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  30. 30.  Your compelling story  Team  Value proposition  Traction  Sponsorship  Vision  Needs: pa 12/04/2016@CROWDANGELS #CSWGLOBAL16
  31. 31. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  32. 32. 12/04/2016@CROWDANGELS #CSWGLOBAL16
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  35. 35. 12/04/2016@CROWDANGELS #CSWGLOBAL16
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  37. 37. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  38. 38. 12/04/2016@CROWDANGELS #CSWGLOBAL16
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  40. 40. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  41. 41. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  42. 42.  Co- Create  Co- Operate  Co- Work  Co- Live  Co-Design  …  Co- Fund 12/04/2016@CROWDANGELS #CSWGLOBAL16
  43. 43. 12/04/2016@CROWDANGELS #CSWGLOBAL16
  44. 44.  New subcultures will emerge  They will organise their own ecosystems  And support them with bottem-up crowd platforms  Examples:  Disruptive art  Blockchain enabled philantropy  Peer learning  … 12/04/2016@CROWDANGELS #CSWGLOBAL16
  45. 45.  Where are your unexploited opportunities?  Number of people that support  Number of projects  Diversity of projects  Average spend per project  Average spend per backer  Number of projects per Angel  Cart abandonment rate  … 12/04/2016@CROWDANGELS #CSWGLOBAL16
  46. 46.  Possess Data-Driven thinking  Rapid Learners of Dynamically Changing  Marketing Channels and Growth Platforms  Understand Growth Process  Are Highly Street-Savvy  Have a Hustle Mindset  Possess a Cross-Disciplinary Skillset  Connect Marketing to Product Development  Possess Technical Acumen  Hiring connections 12/04/2016@CROWDANGELS #CSWGLOBAL16
  47. 47.  Fanuel Dewever  @fdewever  @crowdangels  Fanuel.dewever@crowdangels.co  +32476227072 12/04/2016@CROWDANGELS #CSWGLOBAL16

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