metriche per zombie communities: come "iniettare vita" in tribù di morti viventi - luca...
Post on 20-Jan-2017
46 Views
Preview:
TRANSCRIPT
Zombie Community Metricsor “How to reanimate circles of living dead”
Luca Barboni - luca@growthhound.com - @luca_barb89Founder & Growth Hacker @ Growth Hound
Impara il Growth Hacking in 2 Giorni
Who is Luca?
> Background in Communication Psychology (and Nerdy stuff)
> Digital Marketing Master Course
> Marketing Manager, Developer Evangelist @ Atooma
> Mentor & Rome Organizer @ Lean Startup Machine
> Digital Marketing Trainer (La Sapienza, American University of Rome, Loyola University, Campus BioMedico, LUISS, Forma.temp)
> Co-Organizer Startup Europe Week Rome
> Growth Consultant & Coach
> Founder & Growth Hacker @ Growth Hound
> Organizer, Speaker, Sponsor - Growth Hacking Masterclass 2016
Luca Barboni(click me maybe!)
Impara il Growth Hacking in 2 Giorni
Where have I managed communities:
> 1st Italian meetup on Growth Hacking
> more than 10 groups of Web & Social Media Marketing Courses
> networking closed group of www.imparailgrowthhacking.it students
> Rome organizer & comm. Manager Italy (LSM Italy + LSM Alumni)
(and more!)
T-Shaped Skillset
Storytelling
Copywriting
Content Marketing
EmailMarketing
SEOPR
Product Design & User Experience
Wireframing
A/BTesting
Mobile
Behavioural Psychology
CRO Analytics Programming
Biz Dev
Community Offline Marketing
DirectSales
Data Science
WebScraping
APIsRetargeting
Marketing ToolsFunnel Design
ReferralPrograms
AutomationLead
GenerationSEM AffiliatePrograms
Virality
Width of Knowledge
Depth of Knowledge
Inspired by Brian Balfour @bbalfour & Growth Tribe
Engagement Rate = is what I’m posting relating to people and inviting to take action?
(adapt formula for other platforms)
Top Content = what is the favorite topic of the community?
<1> start with a spreadsheet to plan the editorial calendar
<2> choose a created/curated content mix
<3> “tag” each content to define categories
<4> review plan to balance quantity/diversity
<6> define limited time span to publish this batch
<7> publish
<8> harvest data
<9> segment data per content category and see what had the greatest feedback
<10> optimize next batch accordingly and restart!
Top Content = what is the favorite topic of the community?
SEGMENT YOUR DATA!!!(you could discover that more than 50% of engagement could be driven by one topic or format)
<1> start with a spreadsheet to plan the editorial calendar
<2> choose a created/curated content mix
<3> “tag” each content to define categories
<4> review plan to balance quantity/diversity
<6> define limited time span to publish this batch
<7> publish
<8> harvest data
<9> segment data per content category and see what had the greatest feedback
<10> optimize next batch accordingly and restart!
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Then find out..
Who posted content?Who liked?
Who shared?Who commented?
Active Users = who is actively engaging with the community?
1st: define a limited timespan to look at the data
Then find out..
Who posted content?Who liked?
Who shared?Who commented?
And also...
On which kind of content are these people interacting the most?Do you have trolls or flamers?
Do you have moderators?Do you have gurus?
use tools / scraping / data entry to go fast, and repeat timely to find patterns
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
ACQUISITION
ACTIVATION
Key metric
Key metric
Key metric
Key metric
Key metric
CR %
CR %
CR %
CR %
Quick question.
Can you name 3 people from your community that are DEFINITELY coming to your next event?
Quick question.
Can you name 3 people from your community that are DEFINITELY coming to your next event?
Can you name 10?
Quick question.
Can you name 3 people from your community that are DEFINITELY coming to your next event?
Can you name 10?
Can you name 20?
Quick question.
Can you name 3 people from your community that are DEFINITELY coming to your next event?
Can you name 10?
Can you name 20?
Can you name 50?
Segment your tribe.
Separate curious memebers from active members, active members from supporters and supporters from enthusiasts.
And while you work to move people to the closest “bucket”...
Segment your tribe.
Separate curious memebers from active members, active members from spporters and supporters from enthusiasts.
… ASK ENTHUSIASTS TO DO STUFF FOR YOU.
And while you work to move people to the closest “bucket”...
(something they say about you will be x10 more powerful than anything you can say about you)
Impara il Growth Hacking in 2 Giorni
Separate Biz Goals from Activity Goals
> tickets sold
> advertising performance
> product upsells
> referral to partners
> referral programs
> sponsorship programs
> etc.
> members growth
> newsletter list growth
> ctr on content
> ctr on emails
> average engagement
> most active numbers
> page views
> most recurring #
> etc.
Impara il Growth Hacking in 2 Giorni
Separate Biz Goals from Activity Goals
> tickets sold
> advertising performance
> product upsells
> referral to partners
> referral programs
> sponsorship programs
> etc.
> members growth
> newsletter list growth
> ctr on content
> ctr on emails
> average engagement
> most active numbers
> page views
> most recurring #
> etc.
Try to keep everything in place with dashboards or spreadsheets
Impara il Growth Hacking in 2 Giorni
Give them all you’ve got.
FB page
FB group
Newsletter
Blog
FB Ads
Official pageOrganic content
Ads retargeting
Fo
rm to
sub
scribe
Newsletter social buttons
Share content on FB
Share content on FB
Send people to blog
New
sletter link to
b
log co
nten
t
Community Content
Ads to grow memebrs
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searching for original content
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searching for original content
> not intersted in startup journalism
N°1 rule - Ask!
Learnings:
> nobody cares about lifestyle/my personal brand
> they know english
> not necessarily searching for original content
> not intersted in startup journalism
> they already know cool books to read
Impara il Growth Hacking in 2 Giorni
When should you gather qualitative data?
> when introducing something new
> after big events / launches / changes
> if you have a really big doubt(=assumption) that can impact your community/biz
> every 2-3 months
2 - check my FREE curated resources
https://growth-hacking.zeef.com/luca.barboni
3 - come to me after this talk!
www.imparailgrowthhacking.it
Impara il Growth Hacking in 2 Giorni
Il primo Corso Intensivo Italiano per imparare a fare growth hacking
8/9 Ottobre 2016 - Roma
THANK YOU!Luca Barboni luca@growthhound.com@luca_barb89
Growth Houndhello@growthhound.com@GrowthHound
let’s keep in touch:
top related