Date post: | 21-Jan-2018 |
Category: |
Data & Analytics |
Upload: | digital-experience-dx-summit |
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@jaberant 3
SparkPost
• Easy way to add email notifications and transactions to your app, website or product • Cloud email API • Built on AWS • Developer focused • Customers include Twitter, Pinterest, Linkedin,
Salesforce, MailChimp, Marketo, Hubspot and 1000s of others
@jaberant 4
Postmaster Role @Twitter
• Early member of formalized Growth team built around acquihires • Mixer Labs, Summify, Fluther, RestEngine & more
• Work on growth surfaces • NUX, RUX, messaging, logged out, SEO, distribution/viral • Provide growth services across enterprise
• Data as a service • Experiments as a service
• Many teams including InfoSec & Trust+Safety consumed growth services
• Led to a lot of security work
• Security discussion is for another day. We are hear to talk #Growth
@jaberant 5
Email & Growth @Twitter
• Twitter is SparkPost Customer
• 1 billion emails/day • Notifications • Tweets you missed digested
• Email was the most successful set of programs in Twitter Growth team • >60 Million users reengaged through email monthly
• Email + user data is really powerful!
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Growth Marketing Today
1993
CRM + Leads• Silo-ed • Client/Server • Sneaker-net
2006
Marketing Automation• Cloud • Integrated/Sync • Cookie tracking • Customer Nurture • Revolutionary
2017
Data Driven Marketing• Big data • Experiments • User at the
center of everything
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Awareness
Social
Advertising Demand Gen / Leads Content
Blog
DATADATA
CX / NUX / Onboarding
Virality / Advocacy / Influencer
Expanding Role of CMO & Marketing Team
Events Account Based Marketing
Product Marketing
Design / Creative
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#GrowthHacking = CX Framework
• Doing CX at scale is hard
• How do you have empathy at scale? in the numbers?
• #GrowthHacking for doing CX work at scale
• GrowthHacking is a framework for CX
• Marketing teams building in-house growth skills and processes under the CX umbrella
• Advocating for the user/customer is #GrowthHacking fundamental
• It’s also what CX is all about
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#GrowthHacking = Data Driven Marketing
#GrowthHacking is a capable framework for practicing data driven marketing
• Scale empathy
• Systematic technique to find empathy for your users within your data
• Measure and influence growth surfaces • The whole breadth of user interactions • Acquisition, Activation, Engagement, Retention, Loyalty & Advocacy
(Virality)
• Listening to and co-designing with the users
• #GrowthHacking measurable & repeatable way to get at the essence of what the user wants, enjoys & needs
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Silicon Valley: #GrowthHacking Case Study
While we’ll focus on Twitter, we’ll also look at #GrowthHacking techniques done by other Silicon Valley companies
• Slack
• Dropbox
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There is no code. Ultimately growth is a function of the right mix of a product that meet important user needs and tenacious creative data driven execution that leverage principles of growth and often exploits psychological triggers.
— Sean Ellis
“
”
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Managing Tornadoes
• Breakdown all user mechanics
• Measure & instrument • Attribution
• Experiment to improve
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#GrowthHacking = Science
Growth Hacking is a framework to study how users engage so as to give them a more meaningful app or product that they'll want to use & share.
If you want to build apps or products that people are hooked to then make growth hacking core to your marketing.
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To Grow
• Instrument & measure • Observe & understand
• Innovate through experimentation • Try things • Optimize things • Throw out what doesn’t work, do what does
• Be a champion of the user
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Experimental Results = User Insights
Through experiments we use real world data that to generate user insights that are fed into the enterprise
• Empathy
• Real honest to goodness empathy
• Thinking like the users think
• Understanding essence of users environment, tasks & goals
• Living in the world of users & enhancing their experience
This isn’t just polling & surveys - experiments enable to see what users truly do when changes are made.
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Experiments Made Easy
• Run the change on the test group • Leave the rest alone (they are the control) • Measure the change in the metrics you care about
Test Group
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#BeingDataDriven - 1% experiments
Life inside a data driven organization
• Anyone can do a 1% experiment
• Indeed, don’t show up to present to execs without experimental data
• Innovate through experimentation!
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Healthy User Example
“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder
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“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder
Healthy User Example
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Healthy User Example
“Based on experience of which companies stuck with us and which didn't, we decided that any team that has exchanged 2,000 messages in its history has tried Slack — really tried it. For a team around 50 people that means about 10 hours’ worth of messages. For a typical team of 10 people, that’s maybe a week’s worth of messages. But it hit us that, regardless of any other factor, after 2,000 messages, 93% of those customers are still using Slack today.” — Stewart Butterfield, Slack Founder
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Example Healthy User Metrics
• Getting a user to 7 friends in 10 days
Dropbox
• Getting a new user to link a computer and add a file
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Metrics That Matter
Ask
• Do metrics indicated a user is healthy?
• What does to the metric have to be for user to retain more 90%+
• Which phase of the tornado (funnel)
Build
• User state models
• Healthy vs Unhealthy
• Specific to your user paths (tornados)
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Some Common Engagement Metrics
• Logins past 30 days
• Days since last login
• User active minutes (UAM)
• Session length
• Session interval frequency
• How often user launches app
• App screens per session
• Interactions
• Posts
• Shares
• Views
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User State Models Example
Xd28s example (from Pinterest):
# of users Pinterest in past 28 days
• 4d28s+ = # of users that used Pinterest 4 or more days in last 28
Major categories
• Core = 14d28s+
• Casual = 4d28s+
• Marginal = <4d28
Example provided by Pinterest Eng Blog
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Days since last login
Logins in past 30
days
Healthy Users
At Risk: Focus
engagement experiments
here
Transitioning Out: Focus Resurrected
User Experience (RUX) experiments here
User State Models Example
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RUX while you can
User transitioning out are about to be churned users. Apply resurrection messaging & experiments to them before they leave while it is still much easier to reach them.
RUX is generally a subset - the best parts of - the NUX (New User Experience)
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User State Models Growth is all about the quality and quantity of the user base. User state models provide a way of measuring the quality.
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Systematic & Repeatable
There’s really 3 main things #GrowthHacking does
1. See how users activate & engage
2. Get them to activate & engage more
3. Get them to share
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Common Growth Surfaces
NUX RUX • The best parts of NUX Messaging • Email, Push, app updates Logged out/ unauthed user state • SEO • Signups Deeplinking (distribution) • App indexing Viral mechanism App store updates
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B2B vs B2C
Some generalizations…
• Buyer’s Journey • B2B: long, multiple stakeholders involved, lots of research & due
diligence (RFPs anyone…) • B2C: quick, often one or only a few stakeholders
• Purchase drivers • B2B: logic, need, utility & ROI • B2C Emotion, materialism, with a side of logic
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B2B #GrowthHacking
• B2B - Please to the head & the heart • Even B2B needs emotional trust • B2B needs to make the buyers(s) feel confident
• B2B needs to speak logically and emotionally to multiple different personae
• This is often a challenge • Must construct messaging/themes around multiple, sometimes
contrariety, pain points and needed value • Often very different places were you reach these different
persona
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B2B Growth Surfaces
• Some growth surfaces are particularly prevalent in B2B • Community • SDR & outbound calling
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B2B Growth Surfaces
• Community • B2B users naturally form communities
• Will fill the void and create a community where there is none • Once B2B users are bought in they love to share know-how
and experiences • Amazing potential for virality and on boarding success
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B2B Growth Surfaces
• SDR/ Outbound calling • Often significant channel to drive new sales, renewals and
upgrades • High volume activity • Ripe for experimentation
• Data • Value messaging • Call scrips • Email followup scripts
@jaberant 59
Hacking Churn
No service is unsinkable without retention • Growth = New customers + (existing customers x engagement) • With existing users, goal is net negative churn
• If you lose X% of users/customers, make sure remaining customers more than make up for the difference
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Hacking Churn
To hack churn: • Start at top (of Tornados) • Educate users • Prove value immediately
• Get to “a-ha” moment • Move user to a healthy state
• First use • ABMUH
• Always Be Making Users Healthier • Find the UX breaking points
• Data, research, similar product experiences
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Confident Users are Healthy Users
Sustain user engagement by building user confidence
• For any user action or event
• Encourage beforehand
• Social proof
• Guides
• Show reduced risk
• Provide feedback
• Success messages
• Badges, metrics, rankings
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Confident Users are Healthy Users
• Give control
• Transparency
• Ability to correct errors or failures
• Make success easy to repeat
• Make success something that happen over and over again
• Encourage next steps
• Recommended next actions
• Prompts
• Remind users why they should use your product
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Recap
Marketing continues to evolve in conjunction with more and better data attributions
• #GrowthHacking is a framework for data driven marketing
• #GrowthHacking is:
Data and Attribution Experiments
Growth Surfaces
User State Models