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5 Growth Hacks for Startups (that work for big biz too!)

Sandy Carter

IBM, General Manager Developer Ecosystem & Startups

@sandy_carter

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2@sandy_carter

Curving time to boost sales

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Image Source: PinterestFails.com

Not a Pinterest Fail project

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Growth Hacking

Innovation Creativity

Low-cost Speed

4@sandy_carter

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Capturing the Moment4

Leveraging Influencers3

Training for Free2

Advancing from A/B to Adaptive1

Hacking the Ecosystem

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A B

Testing the A/B way1

Images source: wikimedia.org 5@sandy_carter

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Creating a Culture of Experimentation

Images source: wikimedia.org

Freeimages.com

Data integrity

Report only what you

can measure

Small is beautiful

Small tactics are as

important as one big event

@sandy_carter

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Confession: IBM developerWorks growth hacked YOU!

15x as many clicks

to marketplace!

52%engagement rate

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Adaptive - The evolution of A/B

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• Real-Time and Spontaneous Personalization

• Geolocated and Input Based Marketing

• Automated Marketing Tactics

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Training for Free2

Image source: freeimages.com 9@sandy_carter

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→ High quality training is

hard to get

→ Training linked to your

“offering” or product

makes it sticky!

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What is stickiness?

@sandy_carter

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Offer the Basics

@sandy_carter

BLUEMIX 101Getting Started with Bluemix

12K+Enrollees

1.5XHigher

Completion

Ratehttps://developer.ibm.com/courses/

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Link Coursework to Opportunity

@sandy_carter

Coursera Students

• Explore lectures and

non-graded material

for free.

• Pay for certifications.

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Leveraging influencers3

Image source: Freeimages.com 13@sandy_carter

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ROI of #influencer blog

posts alone (not including

#social promotion) is

the ROI of banner ads after

12 months

Influencer Marketing

11X

14@sandy_carter

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Topic

BuzzSumo

GroupHigh

Traackr

ResultsInfluencer 1Influencer 2Influencer 3

ResultsInfluencer 1Influencer 2Influencer 3

ResultsInfluencer 1Influencer 2Influencer 3

ResultsInfluencer 1Influencer 2Influencer 3

Goal Topic Search Validate CommunicateEngageRecruitPromote

Correlate MonitorAnalyticsReport

GroupHigh

Traackr Traackr

Slide Source: Lee Oden Social Media Marketing World 2016 presentation 15

Measuring the Effect of Influencers

@sandy_carter

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Influencer takeover at Interconnect

16@sandy_carter

Tamara McCleary was the

top influencer of the IBM

Interconnect conference in

February 2016!

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Influencer takeover in the wild!

The influencer takeover at

Social Media Marketing

World 2016.

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Image source: pixabay.com

Capturing the Moment

18@sandy_carter

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What Does That Mean?

61%

$105 Billion Market

8 Billion

of businesses

use video as a

marketing tool

number of videos

Snapchat users

play every day

19@sandy_carter

Video is a

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Extend the Moment

Comic-Con HQ uses video to

• Engage fans everywhere

• Extend the Comic-Con Event

experience to year round

@sandy_carter

IMAGE: Seth Laderman, EVP & GM of Comic-Con HQ, left and IBM project manager Terri Dillon view the new Comic-Con HQ subscription video on-demand platform, powered by IBM Cloud Video technology, Monday, April 18, 2016 in Santa Monica, Calif. Comic-Con HQ launches its public Beta with free access on May 7 and uses IBM Cloud Video technology to provide fans with seamless access to the Comic-Con experience. (Credit: IBM)

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“I make my

viewers feel like

they are part of

my business.”

Snapchat: Chocjohnny

Perfectionchocolates.com.au

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Share the Moment

@sandy_carter

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5 Hacking the ecosystem

Images source: shutterstock.com, Image ID: 253391329Copyright: Artem Samokhvalov

22@sandy_carter

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• Virality is not a single feature. It’s a design principle.

• It’s not a result of good luck. It’s engineered.

• Forget about random share buttons. Understand your audience and design

a user flow that leads to sharing.

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50%

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Forced Virality

@sandy_carter

Of Successful Social

Game Invites Come From

Of Players

10%

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Slack Viral through FOMO

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Hacking with Rock-Paper-Scissors

@sandy_carterVideo source: Yifat Cohen

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Hacking with Rock-Paper-Scissors

@sandy_carterVideo source: Yifat Cohen

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But Remember…

…there is no silver bullet growth hack.

Today’s

GROWTH

HACK

Tomorrow’s

SPAM

=

28@sandy_carter

#WOTC16 @WOTChannel

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5

Capturing the Moment4

Leveraging Influencers3

Training for Free2

Advancing from A/B to Adaptive1

Hacking the Ecosystem

@sandy_carter

#WOTC16 @WOTChannel

Follow me @sandy_carterhttp://twitter.com/sandy_carter

Subscribe to my bloghttp://socialbusinesssandy.com

ISBN-10: 0132618311

ISBN-13: 9780132618311

30@sandy_carter