Digital disruption is a topic on everyone's lips. From the reception desk to the boardroom, everyone has an opinion on it. But opinions count for little in the life of the modern marketer. These days there is data for every touch point and a strategy for every channel. There are three things you’ll need to pay attention to in order to build your business: Marketing innovation: How to think and act like a marketing-led startup to innovate your way to profitability Metrics: The key metrics that give you insight, focus, and control Momentum: How focused action yields data and drives outcomes

1. Chapter 1
DIGITAL DISRUPTION
Gavin Heaton
@servantofchaos
disruptorshandbook.com
#DigiTalks
DIGITAL DISRUPTION: THRIVE THROUGH CHANGE
Gavin Heaton @servantofchaos
DisruptorsHandbook.com

2. AGENDA
•Marketing innovation: How to think and act like a marketing-led startup to innovate your way to profitability
•Metrics: The key metrics that give you insight, focus and control
•Momentum: How focused action yields data and drives outcomes

3. PRESENT MUCH?

4. STAGE FRIGHT

5. Startups pitch a lot

6. SIR PITCH-A-LOT
market ready pitch perfect

8. WHO, WHAT, WIIFM

9. YOUR TURN
2 minutes
2 people

10. Better second time?
Outgoing?
A better story of ourselves

11. INNOVATING
LISTENING
ITERATING

12. V 1.0
V 2.0
V 3.0

13. DIGITAL DISRUPTION?

14. BETTER STRONGER FASTER
DIGITAL DISRUPTION
Competitive innovation that uses digital platforms, technology and business models to create new value

15. BETTER STRONGER FASTER
DIGITAL DISRUPTION

16. DIGITAL DISRUPTION IS HAPPENING TO US ALL

17. INDUSTRY
FROM
TO
Accounting
Bookkeepers / accountants
Xero
Law
Firm of lawyers
LawPath
Design
Graphic design services
99designs
Transport
Taxis
Uber
Accommodation
Hotels
Air BnB
Education
Schools / Uni
Udemy, Coursera
TV
Broadcast
YouTube
News
Newspapers
Twitter
Property
Agents
RealEstate.com.au
Retail
Department stores
ASOS, The Iconic, Zara
Celebrity
Promoters
Multichannel networks
AND THE LIST GOES ON ...

18. Digital disruption in payment and lending markets could cost Australian banks $27 billion per year

20. OMG #SNAPCASH

21. THIS ISN’T DISRUPTION

22. Competitive innovation that uses digital platforms, technology and business models to create new value
DIGITAL DISRUPTION

23. LESSON 1
TEST + LEARN FLEARN

24. FAIL FAST

25. The goal of the startup is not to fail but to learn.

26. FLEARN
O’CLOCK

27. STEP 1: HYPOTHESIS
Write it down
Use as a basis for testing (and learning)
Example: Adding recipient’s name to email subject line will improve open rates

28. STEP 2: TEST
Prove or disprove
Don’t have the luxury of focus groups
Example: A/B test your newsletter

29. STEP 3: INTERATE
Analytics and benchmarking help prove what works
Example: Continue to experiment / pivot your test

30. USE A LEAN CANVAS TO PLAN YOUR NEXT PRODUCT
LESSON 2

31. ONE PAGE BUSINESS PLAN

32. GROWTH HACKING
LESSON 3

33. BEST OF BREED HELL

34. DON’T NEED TO BUILD A TEAM, MANAGE VENDORS, CREATE A MARKETING PLAN

35. BUILT-IN MARKETING

36. SINGLE PREMISE
“Growth is all important”

37. GROWTH
o digital.
G
What can you turn into a digital product? What service can you push online? What process? Even if you have a hard product, what can you do with customer service or support?

38. GROWTH
edistribute
R
The Growth Hacker doesn't have time to build supply chain or a route to market. You want to jump onto the back of something that is already happening.

39. GROWTH
wn the code
O
Do you know what an API is? Visit CodeAcademy and spend a few hours doing a crash course on coding. You need to understand what works and what doesn't because unhappy customers find new products to love.

40. GROWTH
eb analytics
W
Web analytics is not something you report on - it's what you use to make decisions.

41. GROWTH
est the smallest thing
T
As I said before, this is about testing hypotheses. Be sure to write down what you are testing and then report back on it.

42. GROWTH
ofstadter's Law
H

43. GROWTH
o digital.
GROWTH
edistribute
eb analytics
wn the code
est the smallest thing
ofstadter’s Law

44. METRICS
“Insight. Focus. Control.”

45. WHAT’S ESSENTIAL? WHAT’S MERELY IMPORTANT?

46. METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely, fluffy numbers. Reach. Sharing. Mentions.

47. METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely, fluffy numbers. Reach. Sharing. Mentions.
Harder. Size of community. Customers. Advocates. Subscribers. Maybe even NPS.

48. METRICS
ENGAGEMENT
TRACTION
MONETISATION
Those lovely, fluffy numbers. Reach. Sharing. Mentions.
Harder. Size of community. Customers. Advocates. Subscribers. Maybe even NPS.
Hard dollars. Cost of acquisition. Funnel metrics.

49. Commitment
Acceptance
Preparation
I. Contact
II. Awareness
III. Understanding
IV. Positive perception
V. Installation
VI. Adoption
VII. Institutionalisation
VIII. Internalisation
Time
COMMIT

50. http://www.theglueproject.com/

51. UNDERSTANDING USERS THROUGH DATA
•Churn / cohort analysis
•3-3-3
•Persona / behaviour
•Timing / automating communications

52. ALL THE DATA

53. DATA IS SEXY, BABY

54. MOMENTUM

55. STAGE
DATA
TOOLS
ENGAGEMENT
Likes, Engagement, Search ranking, SEO, inbound links, sharing
Buffer, Swayy, CrowdBooster, WordPress, Trello, NLYZR, MOZ, Google Analytics, Canva, Adobe, Creative Cloud, UserTesting.com, Marketo, Act-On, Eloqua, HubSpot
TRACTION
Subs, Followers, Members, Trials, NPS
MailChimp, Intercom, Salesforce, Nimble, Google Analytics, Domo, Percolate, Countly
MONETISATION
Revenue, CPA, Lifetime value
Instapage, Optimizely, Stripe, PayPal, Google Analytics, KISSmetrics, Braintree, Shopify
TOOLS AND AUTOMATION

56. START SMALL

57. MOVE FAST

58. QUESTIONS?
@servantofchaos
gavin@disruptorshandbook.com
www.disruptorshandbook.com