Content + communities 2017 - Skyscanner Case Study

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

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Thank you

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