HOW TO BECOMEA MARKETING

NINJA

Marketing =community building

Before I HATED the word community. It seemed fake.

But I was wrong. Let me explain you why.

Before people had (almost)no choice.

So you just needed to acquire users.

So it was rather easy.One product = one brand.

And the final goal was to increase the share of mind

“Share of mind marketing is aimed at establishing a brand firmly in place as

the first brand people in a market think of when they need what the

brand offers.“

Look at P&Gin the 80s.

one product = one brand= one USP

Unique Selling Proposition : a short sentence to explain the value proposition of the

brand. The perfect format for a TV Spot (30sec).

Late 90s.The battle of brand image.

Without the brand most people go for Pepsi. With the brand people go for Coca.

Same for McDonald’s & Quick (“Nous c’est le goût“).

2000s.The battle for attention.

Too many brands.Too many products.Too many choices.

You have to fight for a community of loyal customers.

So they spread your voice, and tell the world you’re unique.

They don’t find you useful.They L.O.V.E. you.

Marketing =community buildingNow the word community makes sense, right?

How do you build your community ? 1. branding / 2. growth hacking

1. Branding

ChupaChupsAppleRedbullLevi’sRaybanCoca-ColaGoogleStarbucksOasis

1. Branding1. Branding management = value creation

your first bareer to entryis NOT your techology

your first bareer to entryis NOT your users

your first bareer to entryis your B.R.A.N.D.

COKE’s market valuation: without brand value $50Bwith brand value $120B

The worst thing that could happen to Coca-Cola... is not intoxication, explosions of facilities, not even the lose of the recipe

The worst thing that could happen to Coca-Cola... is collective amnesia.

1. Branding2. What the brand is

A brand is just not a name.

A brand is representation & relationships.

A brand is the way you talk.In your website, in your app, in your emails...

Chrome AppSumo

The world champion of copyis MailChimp (others are good too)

OKCupid

http://www.voiceandtone.com/

By the way, MailChimp has made an incredible guide for copy.

A brand is the way you behave.In your website, in your app, in your emails...

Pair37Signal

Twitter

Clean My Mac

The Future Perfect Shop

Chocolat

Remember: a brand is representation & relationships.

Remember: a brand is representation & relationships.Not just communication. It’s also the way you behave (your product itself, your sales...)

And it’s up to you to build kick-ass representations & relationships.

1. Branding3. How to start building a brand?

Just ask yourself these 3 questions.

Who are you?

Southwest: We are low cost

AirFrance:Making the sky best place on earth

It’s the birthday of one passenger. What should the steward do?

Southwest: Singing happy birthday is free and fun. Do it!Offering a birthday cake is great but expensive. Don’t do it!

AirFrance:Singing happy birthday could disturb some passengers. Don’t do it!Offering a birthday cake is great. Passengers must feel delighted!

How you make a difference in people life?

STOP THINKING LIKE STARTUPERS.START THINKING LIKE MARKETERS.

Instagram.You could pitch “a mobile app to share photos with friends“OR “a way to share great memories to people that matters“

Restopolitan.(They offer a free meal in a restaurant.)You could pitch “50% discount“ (and you’re against Groupon and all the others)OR “a way to go more often in a restaurant, the place where you spend a magical time“

What content do you produce to resonate?

Did Michelin speak only about tires?No. They knew they were much more.They were about traveling and discovering.

Did Guiness speak only about beers?No. They knew they were much more.They were about having LOTS of fun.

1. Branding4. The Brand pattern hack

“A brand pattern is more than how a brand looks. It is coherent and consistency between how the brand acts, looks and responds over time“

“Brand should be iterative through interfaces and not

just the consistency of a message.“

MarcShillum SXSW2012http://www.brocooli.com/branding-marque-pattern/

Brand patternis the declinaison of the brand everywhere.

HELVETICA NEUE

Brand patterncan be evenshapes, fonts, colors.

One (or two) more thing(s)

Great brands have almost always a slow launch. No media buying. Just tribal marketing. And sheer love.

Nike & the ghettos.

Redbull & Xtrem sports.

You need a true crusadefor the outside AND the insideThat’s the strength of startups and the curse of the old brands.

The name is already a crusade. And the competitors seem already guilty.

How do you build your community ? 1. branding / 2. growth hacking

2. Growth hacking

The key is to map out the user lifecycle.

Keep in mind a simple framework.

1. ACQUISITIONGetting people to come to your site

2. ACTIVATIONGetting people to sign up for anything that could lead to a repeat visitAcquisition -> Activation

3. RETENTIONGetting users to become active

Acquisition -> Activation -> Retention

Acquisition -> Activation -> Retention -> Revenue

4. REVENUEMonetazing active users

+ REFERRALGetting users to refer others

-> ReferralAcquisition -> Activation -> Retention -> Revenue

Acquisition -> Activation -> Retention -> Revenue

1. ACQUISITIONYou hear about Quora after your friends posts a question from Quora to Twitter

-> Referral

Acquisition -> Activation -> Retention -> Revenue

2. ACTIVATIONAfter reading the page you decide to create an account

Acquisition -> Activation -> Retention -> Revenue -> Referral

Acquisition -> Activation -> Retention -> Revenue

3. RETENTIONYou get a weekly digest email with questions and links back to the site

Acquisition -> Activation -> Retention -> Revenue -> Referral

Acquisition -> Activation -> Retention -> Revenue

3. RETENTION (bis)Once you’re back Quora encourages you to read related questions

Acquisition -> Activation -> Retention -> Revenue -> Referral

4. REVENUEThey don’t make money (yet)

Acquisition -> Activation -> Retention -> Revenue -> Referral

Acquisition -> Activation -> Retention -> Revenue

+ REFERRALThey encourage you to share interesting questions. And btw the referral is in the DNA of Quora. A question seeks answers.

-> Referral

Acquisition -> Activation -> Retention -> Revenue

You need to measure conversions at each steps

Acquisition -> Activation -> Retention -> Revenue -> Referral

Acquisition -> Activation -> Retention -> Revenue

You need to measure conversions at each steps

Acquisition -> Activation -> Retention -> Revenue -> Referral

Acquisition -> Activation -> Retention -> Revenue

Some average rates

(by Dave McClure)

-> Referral

Acquisition -> Activation -> Retention -> Revenue

At first, shitty metrics.

-> Referral

Acquisition -> Activation -> Retention -> Revenue

Don’t focus on acquisition if your activation rate is 1%

-> Referral

Identify the best and learn from them (ie copy & adapt)

One more thing

FOUR more thing (that I love). In fact...

Mint has a landingpage and blog postfor nearly almost personal finance topic

Path texts the linkof the app to yourphone. (Price per SMS via Twilio around $0.02)

Just send the campaign one more time to those who didn’t open the mail changing JUST the title. Very effective & almost no churn.x2

email open rate

Campinambulle made a kick-ass page to increase the referal

Download it free here and feel free to customize:https://github.com/traceoutdoor/campinambulle

Credits + going furtherBranding:A must read - Broocoli: my blog!So Cult - Oasis: une marque pop : slideshowKapferer - The New Strategic Brand Management: Buy the book! Mad Men - The Carousel: video and discussions with So Cult (Celina Barahona and Olivier Ravard), BETC Startup Lab (Clarisse Lacarrau), Brandcasterz (Florian Pittion-Rossillon), Brocooli (Mathieu Daix) and many more!

Growth Hacking:Mattan Griffel - Most slides of the 2nd part & more: original slideshowDave McClure - Startup Metrics for Pirates: videoAndrew Chen - selected “growth hackers“: the listTim Ferriss - How we raise $100,000 in 10 days: blog post and discussions with The Family (Oussama Amar), Fullsix (Anne Browaeys), Elaia Partners (Marie Ekeland, Sebastien Derhy, Samantha Jérusalmy) and many more!

By Willy Braun General Manager of France Digitale, great association of VCs & tech entrepreneursFeel free to drop me a mail: willy@francedigitale.org

My book: