leveraging democracy: how to utilize platforms like reddit, product hunt, & hacker news for...
TRANSCRIPT
![Page 1: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/1.jpg)
LEVERAGING DEMOCRACYBRIAN SWICHKOW, GHOST INFLUENCE
![Page 2: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/2.jpg)
YOU’RE IN THE RIGHT PLACE IF
▸ you want an evergreen strategy for increasing traffic and conversion
▸ you’ve been hit by algorithms and are back at the drawing board
▸ you’re tired of chasing trends and fighting for reach
▸ it doesn’t matter if you have no experience with Reddit or other democratic platforms — what you learn today will amplify all of your social engagements
ghost influence
![Page 3: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/3.jpg)
INTRODUCTION
▸ Built ex-fiancé’s dog a YouTube channel with 6,500 subscribers and 2M+ views
▸ Broke a server launching my blog | 450K pageviews, first 72 hours, $0 adspend
▸ Made a girl on Tinder world famous | 25 million impressions in under 72 hours
▸ Created “most absurd email to give in bar” | 11K pageviews first 30 minutes
▸ Achieved consistent 2,137% ROI selling information products on Facebook
▸ Increased client conversions 3,100% by suggesting a single UI change
ghost influence
ONE SIMPLE FORMULA
![Page 4: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/4.jpg)
NEVER EXPECT YOUR AUDIENCE’S STANDARDS TO BE LOWER THAN YOUR OWN.
ghost influence
@GHOSTINFLUENCEtweet this
![Page 5: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/5.jpg)
BRIAN SWICHKOW
▸ Social Engineer
▸ Founder, Ghost Influence
▸ Host, Ghost Influence Podcast
▸ @ghostinfluence
ghost influence
ADWEEK | BUSINESS INSIDER | FORBES | SEARCH ENGINE LAND | OBSERVER REDDIT | HACKER NEWS | INBOUND | ENGADGET | CRACKED | AL JAZEERA
![Page 6: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/6.jpg)
HERE’S WHAT YOU’LL LEARN
▸ how to leverage the power of democratic platforms
▸ a simple formula for creating the most effective content
▸ how to avoid the pitfalls of hard selling in communities
▸ what it looks like to measure the analytics of success
▸ how these principals and processes save time and make money
▸ clearly defined steps to getting started
ghost influence
BUT WAIT, THERE’S MORE
![Page 7: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/7.jpg)
STICK TO THE END
▸ link you to download this presentation
▸ all resources mentioned are linked within
▸ two special offers
▸ a gif of a puppy
ghost influence
LET’S GET STARTED
![Page 8: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/8.jpg)
LET’S START WITH A STORY…
![Page 9: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/9.jpg)
ghost influence
![Page 10: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/10.jpg)
ghost influence
▸ 450K visitors in first 3 days, average time on site 2 minutes, 17K shares
▸ Featured by AdWeek, Business Insider, Inbound, Hacker News
▸ 1.5M visitors, 7M earned media impressions, 38K backlinks
▸ Covered by Search Engine Journal (x2), Cracked, Observer, Al Jazeera
▸ Media contacts, requests to speak, and introductions to clients for over a year
![Page 11: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/11.jpg)
BLAKE JAMIESON TINDER HACKS
RICHARD LITTAUER THE USER IS DRUNK
UNICORNS
ANON SHIRT WAS CASH
BOBBY EDWARDS SQUATTY POTTY
![Page 13: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/13.jpg)
ghost influence
DIGITAL EMPATHY IS SOCIAL LEVERAGE
WHAT WE’RE LEARNING
▸ people want to feel understood, not be told
▸ audiences should never outgrow their relevancy
▸ treat every follower like they’re your only follower (video)
▸ don’t underestimate the power of depth and detail
▸ accept compliments with gratitude, but bestow credit abundantly
![Page 14: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/14.jpg)
ALGORITHMS ARE DESIGNED TO PREDICT PEOPLE, YET MOST MARKETERS FOCUS ON THE MATH INSTEAD OF HUMANS.
ghost influence
![Page 15: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/15.jpg)
• BECOME A MEMBER OF YOUR AUDIENCE • SPEAK TO A WHOLE, AVOID IRRELEVANCE • FRAME AND PRESENT, DON’T PITCH AND SELL • REWARD PARTICIPATION WITH YOUR ENERGY • AVOID BROAD LANGUAGE IN COMMUNICATION • GIVE CREDIT EVERYWHERE POSSIBLE
ghost influence
PEOPLE FIRST PRINCIPALS
![Page 16: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/16.jpg)
ghost influence
MASTER COMMUNICATION
▸ How to Win Friends & Influence People
▸ Just Listen: Discover the Secret to Getting Through to Absolutely Anyone
▸ Trust Me, I'm Lying: Confessions of a Media Manipulator
▸ Dataclysm: Who We Are (When We Think No One's Looking)
▸ Reclaiming Conversation: The Power of Talk in a Digital Age
▸ The Definitive Book of Body Language
![Page 17: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/17.jpg)
DEMOCRACY IS MADE OF PEOPLE, YOU CAN’T LEVERAGE ONE WITHOUT UNDERSTANDING THE OTHER.
ghost influence
@GHOSTINFLUENCEtweet this
![Page 18: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/18.jpg)
THE WORD "DEMOCRACY" LITERALLY MEANS "RULE BY THE PEOPLE." IN A (TRUE) DEMOCRACY, THE PEOPLE GOVERN.
ghost influence
![Page 19: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/19.jpg)
BRAND PLATFORMS
DEMOCRATIC PLATFORMS
ghost influence
USERS SELECT CHANNELS
USERS JOIN COMMUNITIES
![Page 20: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/20.jpg)
BRAND PLATFORMS
▸ YouTube
▸ Vine
DEMOCRATIC PLATFORMS
▸ Imgur
▸ Voat
▸ Hacker News
▸ Product Hunt
ghost influence
![Page 21: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/21.jpg)
“A VOTE IS LIKE A RIFLE: ITS USEFULNESS DEPENDS UPON THE CHARACTER OF THE USER.”
Theodore Roosevelt
ghost influence
goodreads.com/quotes
![Page 22: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/22.jpg)
NOTABLES
▸ content is tied to a community (not an individual)
▸ this affords the message to be larger than the individual
▸ people’s responses are binary (acceptance or rejection)
▸ it’s a strikeout or a home run, nothing in between
▸ every outcome offers communication intelligence
▸ circular feedback loops amplify future success
ghost influence
![Page 23: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/23.jpg)
THERE AREN’T “INFLUENCERS” WITHIN A DEMOCRATIC SOCIAL PLATFORM, BUT THERE ARE ELEMENTS OF TRUST THAT BESTOW CERTAIN FREEDOMS
ghost influence
![Page 24: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/24.jpg)
PLATFORM DYNAMICS CHANGE CONTENT DYNAMICS
ghost influence
![Page 25: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/25.jpg)
ORIGIN OF VOICE
▸ Vine, 6 second videos, humor and wit
▸ Twitter, 140 characters, updates and news (headlines)
▸ YouTube, full video (related content), “browsing”
▸ Instagram, images, focused user on photography
ghost influence
![Page 26: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/26.jpg)
“GETTING PEOPLE TO HEAR YOUR STORY ON SOCIAL MEDIA, AND THEN ACT ON IT, REQUIRES USING A PLATFORM’S NATIVE LANGUAGE, PAYING ATTENTION TO CONTEXT, UNDERSTANDING THE NUANCES AND SUBTLE DIFFERENCES THAT MAKE EACH PLATFORM UNIQUE, AND ADAPTING YOUR CONTENT TO MATCH.”
Gary Vaynerchuk
ghost influence
![Page 27: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/27.jpg)
ON AVERAGE, FACEBOOK USERS CONSUME 660 PAGEVIEWS PER MONTH
ON AVERAGE, REDDIT USERS CONSUME 1,300 PAGEVIEWS PER MONTH
ghost influence
![Page 28: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/28.jpg)
PEOPLE HUNT FOR WHAT’S BEST AND COMPETE TO BE FIRST TO SUBMIT
THEY’RE PROGRAMMED TO BE OF VALUE TO THE COMMUNITIES THEY’VE JOINED
ghost influence
![Page 29: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/29.jpg)
CONTRIBUTION TO THE DISCUSSION IS RAISED FOR THE SAME REASONS
STANDARDS ARE HIGHER, CONSUMPTION PATTERNS ELEVATE UNDERSTANDING
ghost influence
![Page 30: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/30.jpg)
NOTABLES
▸ democratic platforms are the ultimate proving ground
▸ win within a democracy and you win everywhere
▸ epicenter of content coverage and syndication
▸ communities validate content for publishers
▸ publishers source democratic platforms for proven content to cover, winning there equals massive free press
▸ when content is interlaced with a brand, you win big
ghost influence
![Page 31: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/31.jpg)
ghost influence
MASTER OPPORTUNITY
▸ Mention
▸ Google Alerts
▸ Textwalker Alerts
▸ Google Search Operators
![Page 32: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/32.jpg)
1. SELECT EXAMPLES 2. IDENTIFY COMMONALITIES 3. ESTABLISH FRAMEWORK 4. LEVERAGE UNDERSTANDING
ghost influence
FRANKENSTEIN FORMULA
![Page 35: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/35.jpg)
ghost influence
DANDELIONS OAK TREE▸ shallow roots
▸ low success rate
▸ short lifespan
▸ annoying as fuck
▸ deep roots
▸ strategic investments
▸ extended lifespan
▸ respected and desired
![Page 36: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/36.jpg)
1. INITIAL WAVES OF TRAFFIC 2. EARNED MEDIA IMPRESSIONS 3. CIRCULAR LEVERAGE
ghost influence
ANALYTICS OF SUCCESS
![Page 37: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/37.jpg)
NOTABLES
▸ distill the essence of those you want to model
▸ understand your markets and make targeted investments
▸ fertilize the perspectives and beliefs of the community
▸ use alert systems to “be everywhere” and bring value
▸ create circular leverage and focus on supporting others
ghost influence
![Page 38: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/38.jpg)
ghost influence
TAKE YOUR FIRST STEPS
![Page 39: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/39.jpg)
YOUR FIRST STEPS
▸ like you would learn a language, immerse yourself
▸ join, observe, read, converse, and then begin to speak
▸ join communities that are relevant to you
▸ different communities are relevant to you in different ways
▸ use the frankenstein formula to evaluate and predict
▸ use the ‘rising’ section and make bets on performance
ghost influence
![Page 40: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/40.jpg)
THE ONE THING
ghost influence
THERE ARE NO “TRICKS” TO USE HERE. EFFECTIVE LEVERAGE OF DEMOCRATIC SOCIAL PLATFORMS REQUIRES CONTRIBUTION… WHICH YOU CAN (AND SHOULD) DO STRATEGICALLY
DEMOCRACY CAN BE LEVERAGED THROUGH STRATEGIC CONTRIBUTION
![Page 41: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/41.jpg)
@GHOSTINFLUENCE
ghost influence
DEMOCRACY CAN BE LEVERAGED THROUGH STRATEGIC CONTRIBUTION
![Page 42: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/42.jpg)
ghost influence
HOW DO I APPLY THIS?
THE OBVIOUS QUESTION IS…
▸ Download this presentation — http://bit.ly/leveraging-democracy
▸ Follow the “first steps” on your own
▸ Listen to the Ghost Influence Podcast
▸ Join the Ghost Influence Community
![Page 43: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/43.jpg)
ghost influence
BIG STEPS OR SMALL STEPS?
MEASURE YOUR BANDWIDTH
▸ Ghost Influence Community — www.ghostinfluence.com
▸ $97 per month / $997 per year (16% discount)
▸ Bonus: 5, 1 hour private sessions with year membership
▸ SEMrush Guru Plan 15 Day Trial — www.semrush.com
▸ Promo Code: SWICHKOWEBINAR-YK9BGIIV
![Page 44: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/44.jpg)
LET ME KNOW HOW I CAN HELP.
@GHOSTINFLUENCE
ghost influence
![Page 45: Leveraging Democracy: How To Utilize Platforms Like Reddit, Product Hunt, & Hacker News For Growth Hacking](https://reader031.vdocuments.net/reader031/viewer/2022021813/587cc4de1a28abfa018b4d7d/html5/thumbnails/45.jpg)