Growth Hacking the Crowd: a Data-Driven Hustle

GROWTHHACKING THE CROWD: A DATA DRIVEN HUSTLEFanuel Dewever - CEO Crowd Angels - April 12th, 2016

WHO WILL YOU TARGET FOR HELP?

01/05/2023@CROWDANGELS #CSWGLOBAL16

CROWDCULTURE IS REVOLUTIONIZING MARKETING AS WE NEW IT

“… 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”



TO BE SUCCESFULL IN CROWDFUNDING YOU HAVE TO

DO A MILLION THINGS.

THEY’RE NOT HARD, …YOU JUST NEEDED TO DO THEM


NO EMOTION, NO ENGAGEMENT!I WILL WHAT I WANT - UNDER ARMOUR

“I WANT TO FIND THE THINGS IN MY LIFE,SO I HUSTLE” - 50 CENT - HUSTLERS AMBITION LYRICS

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


GROWTH HACKING IS NOT A DARK ART!


AIRBNB HACKED CRAIG’S LIST FOR SCALEING UP.

http://andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/


IT’S THE ART OF EXPLOITATION


OF PURPOSEFUL EXPLOITATION!


IT IS A DATA DRIVEN METHOD SUPPORTING GROWTH DECIONS


ARE YOU DATA DRIVEN? Data-driven refers to:

acquiring, analyzing applying information

About Potential backers Their desires Needs, Context, Behavior and Motivations.


6 PHASES OF A DATA-DRIVEN CAMPAIGN Research and data collection, Analysis of the data, Planning the campaign, Launching the campaign, Running the campaign. … Sharing the results


AIM HIGH … PLAN AHEAD


BIG DATA IS HOT 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


BUT HUMANS MAKE DECISIONS ON SMALL DATA

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."


BIG, SMALL OR SMART DATA?


GROWTH HACKING: AARRR


AQUISITION IS NOT ENOUGH! AARRR


MAGIC AT THE INTERSECTION


GROWTH HANCKING SKILLS TO BUILD

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.


GROWTH HACKING IS A TEAM EFFORT

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.”


http://www.forbes.com/sites/andyellwood/2012/08/22/the-dream-team-hipster-hacker-and-hustler/

TEAM CHARACTER


ADD DATA HARVESTER & HUNTERS


DATA CHALLENGE: AUTOMATION


WARNING: PAST PERFORMANCE DOES NOT GUARANTEE FUTURE RESULTS. 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.


WARNING: MOMENTUM IS EVERYTHING


WARNING: SOMETIMES YOU WIN, …SOMETIMES YOU LEARN


12 GROWTH HACKS FOR YOUR CROWD CAMPAIGN

CASE: MASSIVE DAMAGE’S KEN SOTO TARGETTED 40K AND LANDED 187K 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.


CAMPAIGN LIKE A STARTUP PITCHES VC’S Your compelling story Team Value proposition Traction Sponsorship Vision Needs: pa


APPLYING LEAN CANVAS


IS YOUR CAMPAIGN PAGE AIDA? ATTENTION, INTEREST, DESIRE, ACTION


WHAT’S YOUR MAFFIA OFFER?


CLIFFHANGERS MAKE THE COMMUNITY WAIT FOR MORE


KEYWORDTOOL.IO


BUFFER.COM – CONTENT PLANNING


PABLO – SOCIAL MEDIA IMAGES


IMPORT.IO


BACKER DIRECTORIES


COLLIBRI.IO – IDENTIFY PROSPECTIVE BACKERS ON SOCIAL MEDIA AND THE WEB


PAY WITH A TWEET


THE ULTIMATE GROWTHHACK WILL COME FOR COMMUNITY LEADERS Co- Create Co- Operate Co- Work Co- Live Co-Design … Co- Fund


THEY WILL ACT AS INNOVATION CATALYSTS


NEW CROWDCULTURES LEAD TO NEW CROWD PLATFORMS THAT TARGET NOVEL IDEOLOGIES

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 …


GROWTHHACKING CHALLENGE 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 …


NEXT: BRING TOGETHER A MULTI DISCIPLINARY GROWTH TEAM 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


STAY IN TOUCH Fanuel Dewever @fdewever @crowdangels Fanuel.dewever@crowdangels.

co +32476227072


mailto:[email protected]

mailto:[email protected]

Growth Hacking the Crowd: a Data-Driven Hustle

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