Presentation I've given at the Golden Drum Conference in Slovenia. I shared with the audience how the growth hacking mindset and methodology inspires new marketing approach, and its tools and tactics. Lessons from startups like Airbnb, Uber, Seamless and Farfetch are analyzed and applied to the legacy brands. Hopefully, the deck will give you ideas in your own work!

1. growth hacking
Golden Drum, October 16. 2015, Portorož
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2. hello, i am Ana.
@andjelicaaa

3. … and these are the things that inspire me.
digital
branding
knowledge
networks organizational
innovation
new org forms
org
structure &
media
distributed
cognition
actor-network
theory
org
management
media
management
media studies
media
business
social
psychology
cognitive
psychology
technology
studies
economic
sociologydesign
thinking
behavioral
economics
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4. my goal is to help clients disrupted by technology to
better understand how to successfully use it to connect
with their customers and achieve business results.
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5. i have a holistic approach to problem-solving and
agnostic approach as to what the solution should be.
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6. spot opportunity
for creating unique
source of value.
spot opportunity
created by
external disruptors
spot opportunity
in the long-range
horizon.
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7. i am here to talk about growth
hacking.
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8. why is this question relevant?
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9. ten years ago, today’s fastest-growing brands of
did not exist.
ana @andjelicaaa & jana @janasavic

10. The biggest marketing
innovations do not come grom
marketing agencies.
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11. Marketing innovations come from those
who have neither the marketing
budgets nor its know-how.
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12. don’t tell me that you’re funny, tell me a joke.
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13. the 1% rule.
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14. Sir Brailsford is a growth hacker.
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15. So are Airbnb, Uber, Instagram and Spotify.
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16. Instagram’s “Suggested” is an example…
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17. Or Dropbox’s “Invite Your Friends”
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18. Or Apple’s “Sent from my iPhone”
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19. User acquisition, retention and referrals
are designed into the product experience
architecture from a get-go.
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20. Still, there’s nothing that creates
scale like network effects.
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21. To get enough users on board to create
network effects, the most famous modern
brands have all “piggybacked” on other,
pre-existing social networks.
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22. Airbnb piggybacked on Craigslist.
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23. Paypal piggybacked on eBay.
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24. Snapchat and Whatsapp
piggybacked on our phone books.
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25. Thanks to piggybacking, these brands
didn’t have to create network effects
from zero.
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26. In the world of traditional marketing,
massive spend on distribution often
compensates for bad products.
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27. what channel is Netflix on?
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28. product + distribution = modern marketing
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29. proizvod exp system policyproduct

30. if modern marketing were an animal, it
would be …
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31. the first step toward modern
marketing is to redefine it.
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32. Modern marketing sits at the intersection
of business, technology & creativity.
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33. Modern marketing is the worst thief
there is.
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34. Modern marketing has a love affair with
the consumer.
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35. Modern marketing swears by a good
story.
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36. Modern marketing is in the service
business.
Modern marketing is in the service
business.
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37. “It’s easier for companies to come up with
new ideas than to let go of old ones.”
Peter Drucker
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38. thank you.
you can find me on https://medium.com/@andjelicaaa
@andjelicaaa