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Growth Hacking learnings from Proximus Move

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Presentation given at the www.growthhackingworkshop.be conference on February 16th 2017 in Brussels.

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Growth Hacking learnings from Proximus Move

  1. 1. Growth Hacking Workshop
  2. 2. Hi, I’m @kodel I w ork in this big building
  3. 3. Growth Hacking Workshop 14K smart colleagues many great ideas why thou so slow? big wheels keep on turning What is it like to work there?
  4. 4. Growth Hacking Workshop Internal innovation on non-core projects in an isolated environment with dedicated budget, people and governance. Succes! (but: how to move to the core?) First innovation attempt
  5. 5. Growth hacking,
 the dislikes
  6. 6. disclaimer:
 I have a problem with buzzwords
  7. 7. www.kodel.be
  8. 8. Script kiddies
  9. 9. Wikipedia
  10. 10. Summary: Annoying people works
  11. 11. Summary: Annoying people works
  12. 12. First tactic: abuse of features
  13. 13. Second tactic: carpetbombing
  14. 14. But, there’s only 1 thing that makes your company grow sustainably
  15. 15. TRUST
  16. 16. Growth hacking,
 the likes
  17. 17. Speed me up, Scotty
  18. 18. The corporate way
  19. 19. The startup way
  20. 20. Growth Hacking Workshop Action wins over discussion In God we trust, all other must bring data Fast iterations push you to automation Automation leads to more useful KPI's Good habits to learn
  21. 21. Growth hacking for corporates
  22. 22. Hold your horses! Where do we start?
  23. 23. Growth Hacking Workshop Marketing + Product Management + Development Growth Hacking + Design Thinking / UX + Agile Methods
  24. 24. Growth Hacking Workshop Migrate 50% of your existing dev department to agile methods (including budget) Migrate 50% of your product management department to design thinking / UX Migrate 50% of your marketing budget to automated data marketing Phase 1: migration
  25. 25. Growth Hacking Workshop Look for a product that is not business critical Make sure this product is in the migrated 50% Isolate the people and budgets working on this product from their existing departments Phase 2: close the loop
  26. 26. Growth Hacking Workshop Keep the same people who worked on a product for a new non-business critical product Give them budget autonomy 
 (note: this is the hard part: bypass governance) Let them work in fast iterations under guidance of growth hacking methodology experts Phase 3: iterate
  27. 27. Growth Hacking Workshop Growth hacking is not for corporate marketeers. It is the closing element in a corporate innovation program. Growth hacking tools and philosophy are great drivers for marketing automation and iteration. Learnings
  28. 28. What worked for us
  29. 29. Growth Hacking Workshop Actually, we are a growth hacking experiment Autonomy of budget All roles in 1 team Isolated product and market niche Proximus Move!
  30. 30. Faster faster faster This week? No, today!
  31. 31. Fake it till you make it
  32. 32. Your friends matter. But don’t screw them over.
  33. 33. Growth Hacking Workshop Honest transparent video content Small budget to seed it An initial audience of friends That’s enough for good reach Content marketing
  34. 34. Growth Hacking Workshop Analytics Hotjar Mailchimp Tag Manager Facebook tracking pixel Adwords Hire a tools wizard
  35. 35. Growth Hacking Workshop An affiliate scheme is good. But nobody cares. Invest time in the few who do and make them happy 
 (with incentives if you have to) Talk. To. Individuals.
  36. 36. Growth Hacking Workshop Stop. Do you have < 6 months? No community for you. Otherwise: yes, find a common purpose. Leverage an existing community. Rewards according to SAPS. Community
  37. 37. Growth Hacking Workshop Ok, it doesn’t scale. But it gives you insights on what actions you put on what other actions. Plus: hanging every action on the wall is very satisfying. (The startup automation tools don’t scale for a corporate. Here you can look into Adobe Marketing Cloud) Excell lists FTW!
  38. 38. Growth Hacking Workshop Yes. But also here: 1 on 1 We used 4 influencers and invested
 4 hours with each of them. Requested: only feedback Bonus: credibility, endorsement, reach Influencers
  39. 39. Growth Hacking Workshop Affiliate marketing is out Social seeding is in. Good results with Socialseeder But: limit to a pre-screened audience Social seeding
  40. 40. Growth Hacking Workshop (ok, this one is still under construction) Vlogging!
  41. 41. What will work for you (tips)
  42. 42. 1) Dare to fail But create a a safe environment to do so 2) Make a team Marketing + product + development + budget 3) Get help (unless you’re a natural born tinkerer)
  43. 43. Bonus material How we do it: growth hacks What we do: customer journey
  44. 44. Discovery TV-night with friends
  45. 45. Onboarding Chat to become a customer
  46. 46. Delivery MiFi + Chromecast
  47. 47. Product City Experiences
  48. 48. Service Omnichannel aggregation
  49. 49. Retention Help people leave in style
  50. 50. Ambassadorship Convince your parents

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