content + communities 2017 - skyscanner case study
TRANSCRIPT
From start-up to global business: Behind the scenes of Skyscanner's content and communities strategy to x10 growth
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Lean Start upHow we’re primed for Growth at Skyscanner
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Functional Siloes Across Teams
Product Engineering Marketing
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2016…?
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Product Manager
Software Engineer
Growth Marketer
Data Scientist
Designer
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Growth Hacking NinjaImpact-driven, focused on outcomes
T-shaped avid learner
Agile & lean mentality
Addicted to metrics and data
Product obsessed
Customer Focused
Experimental Scientific Method
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Fail Forward, Learn Fast
How we do content marketing at Skyscanner
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Principles
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1. What is your hypothesis for the activity? 2. What is the Pirate Metric (AAR) you are looking to affect? 3. What’s the idea? 4. Validation 5. Design like you’re right, test like you’re wrong 6. Results:
The experiment is live: LINK HEREBenchmarks set at xx% compared with results of this experiment:* Facebook Reach: e.g. 200K* Facebook CTR: e.g. 6%* Product Activation Rate or PAR: e.g. 37%
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Data-driven Community building with
How we do communities at Skyscanner
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Investing in Influencers
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“Bob’s your uncle…
But what can I take away from this presentation?”
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“The assumption isn't the best place to find successSo the data is where I go
Me and my marketing colleague at the table analysing dataLearning fast and then we move slow
Data, you know I want your loveYour Data was handmade for somebody like meCome on now, follow my leadI may be data-driven, don't mind me I'm in love with the shape of your data. Oh—I—oh—I—oh—I—oh—I”
Lisa Venter + Ed Sheeran
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Keep learning with Skyscanner Growth
• Read about Hacking your Content process with a Growth Mind-set
• Follow us on medium.com/@Skyscanner
• Follow Skyscanner @SkyscannerGrwth on Twitter
• Sign up for Skyscanner Growth newsletter
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Thank you
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