metriche per zombie communities: come "iniettare vita" in tribù di morti viventi - luca...

Zombie Community Metricsor “How to reanimate circles of living dead”

Luca Barboni - [email protected] - @luca_barb89Founder & Growth Hacker @ Growth Hound

mailto:[email protected]

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!)

https://it.linkedin.com/in/lucabarboni




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!)

http://www.imparailgrowthhacking.it

WTF ISGROWTHHACKING?

BML - the Feedback Loop

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

WHYMEASURING?


This is your community

WHAT SHOULD I MEASURE?


CTR = is what I’m posting really interesting?


Bitly - link tracking


ClickMeter - advanced link tracking


Google URL Builder - how are they getting to your website?

Average Engagement

Engagement Rate = is what I’m posting relating to people and inviting to take action?

(adapt formula for other platforms)

Top Content Category

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!

ActiveUsers

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?



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

HOW DO IIMPROVE?

STARTUPMETRICSFOR PIRATES

ACQUISITION

ACQUISITION

ACTIVATION

ACQUISITION

ACTIVATION

RETENTION

ACQUISITION

ACTIVATION

RETENTION

REVENUE

ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

ACQUISITION

ACTIVATION

Key metric

Key metric

Key metric

Key metric

Key metric

CR %

CR %

CR %

CR %

YOU WANT ENGAGEMENT?ENGAGE!

Communication is persuasion

Leverage Social Proof

Quick question.

Can you name 3 people from your community that are DEFINITELY coming to your next event?

Quick question.


Can you name 10?

Quick question.


Can you name 10?

Can you name 20?

Quick question.


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)

SET THE RIGHT KPIs


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.


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

USE SYNERGY

Give them all you’ve got.

FB page

FB group

Official pageOrganic content

Community Content


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

YOUR INSTINCT IS WRONG

N°1 rule - Ask!

N°1 rule - Ask!

Learnings:

> nobody cares about lifestyle/my personal brand

N°1 rule - Ask!

Learnings:


> they know english

> not necessarily searching for original content

N°1 rule - Ask!

Learnings:


> they know english


> not intersted in startup journalism

N°1 rule - Ask!

Learnings:


> they know english


> not intersted in startup journalism

> they already know cool books to read


Google Forms - structured forms


Typeform - beautiful forms


Delighted - customer feedback


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

YOU WANT TO HAVE A LIVELY COMMUNITY?

DISCOVER WHAT THEY WANT (THAT YOU’RE NOT PROVIDING RIGHT NOW)

SABOTAGE THEIR FRICTION WITH AMBASSADORS AMONG THEM

BE RELEVANT AND CONSISTENT (SURROUND THEM!)

LOOK AT THE DATA TO TAKE DECISIONS

ALWAYS EXPERIMENT TO OPTIMIZE RESULTS.

IF YOU WANT TO KNOW MORE...

1 - let’s connect

On Facebook: @LucaBarboniOfficial

1 - let’s connect

On Twitter: @luca_barb89

1 - let’s connect

On Instagram: @luca_barb

1 - let’s connect

On Linkedin: Luca Barboni (should be ranking pretty high :D )

IF YOU REALLY WANT TO KNOW MORE...

2 - check my FREE curated resources

https://growth-hacking.zeef.com/luca.barboni



BUT IF YOU JUST FELL IN LOVE WITH GH...

3 - come to me after this talk!

www.imparailgrowthhacking.it


Il primo Corso Intensivo Italiano per imparare a fare growth hacking

8/9 Ottobre 2016 - Roma



THANK YOU!Luca Barboni [email protected]@luca_barb89

Growth [email protected]@GrowthHound

let’s keep in touch:



