1. 1. August 13, 2013 Reach Hacking: Strategic Marketing for Startups
2. 2. Blake Robinson - @blake Dir, Social Strategy & Development, @Annalect Israel Mirsky - @israelmirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @margaretfrancis VP, Social Products, @SalesForce Marshall Kirkpatrick - @marshallk CEO, @GetLittleBird 2
3. 3. GET READY.
4. 4. WHAT IS MARKETING?
5. 5. Marketing marketing [mahr-ki-ting] Noun Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.
6. 6. WHATS THE DIFFERENCE? Scrappy startups vs. Big budget Marketing
7. 7. Kevin Costner is a lousy entrepreneur. Startups measure in silos. Agencies analyze relationships cross platform and cross channel.
8. 8. Kevin Costner is a lousy entrepreneur. Startups have one or two people working on marketing. Agencies manage experts executing coordinated marketing initiatives on a international scale and establish consensus among the many global clients who must weigh in
9. 9. Kevin Costner is a lousy entrepreneur. Startups will need to focus on optimizing one or two things against a small number of metrics. Agencies optimize entire portfolios.
10. 10. Kevin Costner is a lousy entrepreneur. Startups will be identifying swings in online conversion metrics. Agencies optimize metrics across both online and offline initiatives.
11. 11. Kevin Costner is a lousy entrepreneur. Startups deal with marketing budgets in the tens to hundreds of thousands. Agencies deal in the millions and the problems are different, growing exponentially as higher numbers of products, competitors, etc., are added
12. 12. Kevin Costner is a lousy entrepreneur. Agencies are working toward predictive measurement and analytics using all of these factors. Startups utilize reactive analytics but thats OK.
13. 13. BE PROMOTION WORTHY
14. 14. Promotion promotion /prmSHn/ Noun Activity that supports the furtherance of a cause, venture, or aim. The publicization of a product, organization, or venture to increase sales or public awareness. Synonyms advancement - preferment - rise
15. 15. BE PROFESSIONAL
16. 16. Worst.Website.Ever.
17. 17. Unless you founded Blogger and/or Twitter.
18. 18. BE SUCCINCT
19. 19. Be upfront with your value proposition
20. 20. Product name and explanation
21. 21. Learn more about the product and/or signup right from the front page
22. 22. Three step explanation of functionality. Got it.
23. 23. YOUR ADDRESS MATTERS
24. 24. Mogulus! What does it mean?!
25. 25. MOST POWERFUL ON THE INTERNET!
26. 26. Oh.Mogulus is now Livestream? That makes more sense.
27. 27. YOUR SOCIAL ADDRESSES MATTER
28. 28. The startup says exactly what it does.
29. 29. Its social presences are clearly named.
30. 30. COLLECT CONTACTABLE ADDRESSES
31. 31. BE CONTACTABLE
32. 32. TOOLS: Putting contacts to use
33. 33. Nimble Contactually
34. 34. Email Tagging: Tout
35. 35. DESIGN MATTERS
36. 36. A design lesson from Little Bird
37. 37. Before
38. 38. After Contactable Descriptive Succinct
39. 39. SOLID SOLUTIONS Design on the cheap
40. 40. 99designs
41. 41. dribbble
42. 42. GET SET
43. 43. IF YOU BUILD IT THEY STILL MIGHT NOT COME
44. 44. Kevin Costner is a lousy entrepreneur. Dont sell what you can make. Make what you can sell.
45. 45. PLANNING FOR SUCCESS
46. 46. Start with your Business Model http://businessmodelgeneration.com/canvas
47. 47. CHOOSING YOUR OBJECTIVES
48. 48. Set a goal Find users / customers: Get 100 legitimate prospects in your email list Prepare to raise money: Target 10 firms and their principals/ analysts/ associates Connect with influencers: Get 10 relevant people following you Network with peers: Connect with 10 people in your field. Establish a relationship
49. 49. ANALYZING YOUR OBJECTIVES
50. 50. http://www.flickr.com/photos/itsgreg/446061432/ Analytics are the measurement of movement toward your business goals.
51. 51. A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging
52. 52. Comparable ratios: think about a car Clear: You know 60MPH is twice as fast as 30MPH In a country, speed limits and mileage are well understood Kilometers are conveniently decimal; miles map to hours Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal Business model: You can measure MPH divided by speeding tickets as a metric of driving fast without losing my license
53. 53. http://www.flickr.com/photos/roryfinneren/65729247 A few words on causality.
54. 54. http://www.rvca.com/anp/wp-content/plugins/wp-o-matic/cache/57226_07+proof+1a+hb+beach+day.jpg
55. 55. http://www.imdb.com/media/rm3768753408/tt0073195
56. 56. http://www.flickr.com/photos/kapungo/2287237966
57. 57. http://www.flickr.com/photos/25159787@N07/3766111564
58. 58. http://www.flickr.com/photos/wheressteve/3284532080
59. 59. http://www.flickr.com/photos/wtlphotos/1086968783
60. 60. http://www.flickr.com/photos/stuttermonkey/57096884
61. 61. http://www.flickr.com/photos/germanuncut77/3785152581
62. 62. http://www.flickr.com/photos/fasteddie42/2421039207
63. 63. Correlated Causal Two variables that change in similar ways, perhaps because theyre linked to something else. An independent factor that directly impacts a dependent one. Summer Ice cream consumption DrowningCorrelated
64. 64. Leading Lagging Number today that shows metric tomorrowmakes the news. Historical metric that shows how youre doingreports the news.
65. 65. If it cant change your behavior, then its a bad metric. http://www.flickr.com/photos/circasassy/7858155676/
66. 66. IF YOU CAN ONLY MEASURE A FEW THINGS
67. 67. Kevin Costner is a lousy entrepreneur. In a startup, the purpose of analytics is to iterate to a product/market fit before the money runs out.
68. 68. Hotmail was a database company Flickr was going to be an MMO Twitter was a podcasting company Autodesk made desktop automation Paypal first built for Palmpilots Freshbooks was invoicing for a web design firm Wikipedia was to be written by experts only Mitel was a lawnmower company Most startups dont know what theyll be when they grow up.
69. 69. IF YOU CAN ONLY MEASURE A FEW THINGS
70. 70. Kevin Costner is a lousy entrepreneur. As a startup, you must measure growth A growth rate of 5% per week is good, 7% is very good, more than 7% is excellent.
71. 71. Kevin Costner is a lousy entrepreneur. But what kind of growth should you be measuring?
72. 72. Kevin Costner is a lousy entrepreneur. Startups and smaller initiatives should consider measuring the following: Revenue Conversions Uniques Shares of content or product Engagement with your content or products
73. 73. (PRACTICA)
74. 74. REACH HACKING 101: Owned
75. 75. Owned Research TW & FB hashtags relevant to your company Create and circulate content using the same hashtags Cross post: TW, FB, Tumblr Comment on relevant blogs only where you add to the conversation Dont shill Add links to other relevant conversations, not just your own site Follow everyone back, to start
76. 76. Twitter now has analytics. Use them to perfect your messaging.
77. 77. ON THE IMPORTANCE OF GOOD CONTENT
78. 78. Content Marketing PolerStuff has a YouTube Channel, a Tumblr blog
79. 79. Content Marketing and an Instagram feed
80. 80. REACH HACKING 201: Earned
81. 81. Follow everyone back, to start Use lists to filter noise based on your research Go interact with the people most like the ones you want to reach. Thank them for the follow. DM/ Email/ Comment is fine Reach out to them, start interacting Earned
82. 82. Attend in person events and carry a card with with all your info on it. Social is not just FB. Its network in all dimensions Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever Run them through LinkedIn & find out who they are Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you. Earned
83. 83. REACH HACKING 201: Paid
84. 84. Paid Use promoted products from Twitter & Facebook to narrowly target campaigns that are highly, highly relevant Have a clear call to action Link back to that site Few hundred dollars in media spend Critical audience and awareness building tool Look for domains in GA and cultivate contacts at those companies Search advertising on category keywords is easy to set up. Focus on your differentiators
85. 85. AFFORDABLE TOOLS FOR A COMPETITIVE EDGE
86. 86. Google Analytics: Learn it well.
87. 87. Recorded Future: Know your market
88. 88. Topsy: Know what topics to target.
89. 89. 113 Little Bird: Know who to target.
90. 90. Bitly: Sharing content is just the start. Always be tracking to understand what happens to the content you share.
91. 91. Simply Measured: To understand your owned properties.
92. 92. How to get (a lot of) press coverage for your startup, initiative, etc.
93. 93. Step 1. Make a list of people you want to cover your launch Pick some obvious ones