Growth Generators - The way we do digital business has shifted--from Google and Facebook down to the impact of mobile, it’s no longer just about your web site. In this workshop, presenter Declan Dunn will show you how to leverage social media while growing your business. Through case studies, we'll explore how three businesses grew customers and revenue by creating "Active Cohorts" – where your customers gather to take activity that leads to repeat revenue. This will be an interactive workshop--Declan will help you identify, and amplify, Active Cohorts for your startup. Learn How To: Identify and connect with your customers using social research Discover your market and learn from customers while developing product identify key benefits of your product or service using social media Growth "hack" your social media marketing to maximize your results

1. Growth Hacking social media to validate your products,
find customers, and turn leads to sales
Declan Dunn Twitter: @declandunn SimplyResponsive.com

2. "The aim of marketing is to know and understand the
customer so well the product or service fits him and
sells itself.” — Peter Drucker
The Growth Generator – Your Audience

4. Growth Generators
Social, Search, and Messaging Activate
Goals:
•Create customer personas to target and improve.
• Keep improving your definition of audience and market.
•Your Brand and Message - surprise and recognize.

5. 50% Apps
7% Web 50% Apps
7% Web
comScore Internet Usage 2016
Mobile
57%
Desktop
32%

6. Mobile
50% Apps
7% Web
Knowing this, why do many…
Keep marketing like it’s 2009?
Desktop
32%

7. Usability

 
The Old, Scattered Approach from 3 years ago…..

8. Yes
BINARY
No

9. 9

10. ImpactRadius.com Customer Journey example
https://www.impactradius.com/blog/customer-journey-matters-affiliate-marketers/

12. Facebook’s active cohort
What drives growth?
•Complete 50% of profile;
•Add 7 friends.
•Post on a wall.
Result
Focused members on adding and
Discovering friends.

13. Source: https://amplitude.com/resources/Amplitude-casestudy-Calm.pdf
Calm App:
Amplitude.com Case Study
3X New User
Retention
Active Cohort:
Scheduling

14. Case Study 1: Inbound Marketing
• Social,
• Search and
• Messaging

15. Desired Outcome: Demo Requests
1

16. Converting Cohorts
Social growth hacking
•In HR Social,
•Twitter is a Cohort.
•Recruiting and Rewards are also
Cohorts – specific people with a
specific focus within Twitter.
Employer Branding
Connectors
HR in
Company HR SocialVideo
Influencers, Connections, and
HR within company are special Cohorts,
based on activity and engagement.

17. 17
persona dev
•
Who? Focusing on Directors and Managers, as well as executives;
HR - Talent Acquisition and Recruiting
Directors and Managers
Industry? Based on volume (and feedback) including:
Financial Services
Healthcare
Twitter: one of the best places to connect with HR; retargeting pixels should be used here as well. Twitter is a strong messaging system within the HR

18. Content – what to create and what to share?

20. Content Marketing – Active Cohort is Twitter
1

21. Find signs of activity and amplify

22. 22
4 types of customers
1. Raw Leads, Paid, Inbound, and Social media marketing,
2. Qualified Leads, reviewed and followed up for phone calls from Sales.
3. Actual Phone or in Person Meeting, and
4. Sales

23. Case Study 2: Social Only Businesses

25. 2525

26. 26
cohorts - which channels?
Facebook and Instagram; remarketing to people who visit your web
site (and specific pages) is smart.
Email: creating specific lists based on activity and integrating
marketing automations is key.
Partners: top Twitter accounts, Pinterest pages, and email lists often
do quiet sponsorships who are possible Partners.

27. Case Study 3: Turning Shopping into Giving

28. 8

29. Back to School
2nd Biggest Shopping Season
Online

30. Polo Pony
Gift
Exchange?

32. 32
44
Know the when, where,
and why of your audience.

33. 33
Case Study 4: Video and Events
Control a social market by partnering.

34. 34
34

35. 35

36. 36

37. 37
initial kpis - key numbers
Conversion to Social Lead; raw leads from initial contact on social.
Conversion rate - Social Leads to Qualified Leads by Social Channel
Cost Per Qualified Leads – before the call
Cost Per Phone or in Person Meeting – do they show up?
Conversion Journey; how long does it take to close?
Advertising Costs: CPC for retargeting ads with a 6-12 window for conversion.

41. Become the Growth Generator
for your audience.

42. Thank You
declandunn.com
Social
Twitter.com/declandunn
Facebook.com/declan.dunn
Linkedin.com/in/declandunn