Start-Up Marketing Thought Leadership
 

Start-Up Marketing Thought Leadership

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Check out the slides that Dan Shure presented at the recent New York Meet Up on Thought Leadership & Marketing Your Startup.

Check out the slides that Dan Shure presented at the recent New York Meet Up on Thought Leadership & Marketing Your Startup.

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Start-Up Marketing Thought Leadership Start-Up Marketing Thought Leadership Presentation Transcript

  • Thought Leadership & Marketing Your Startup Distilled NYC Meetup June 27th 2012*all image and fact credits in the last slide
  • Hooz dis guy
  • @dan_shurethe musician – circa 2006 View slide
  • @dan_shure “Shurelock” HolmesThe SEOSince circa 2008 View slide
  • Let’s Talk About“Thought Leadership”
  • New-ish term (1994)NOT a new concept…
  • 1500’s“Art is never finished, onlyabandoned.”-Da Vinci
  • 1950’s“Disneyland will never becompleted. It will grow aslong as there is imaginationleft in the world.”- Walt Disney
  • 3 Startup Thought Leaders
  • CD Baby
  • Derek Sivers
  • 2008 Derek Sivers Sold CD Baby (for $22 million)
  • Good-bye [CD Baby] search volume…
  • …hello [Derek Sivers] search volume.
  • Musician’s Resources cdbaby.com circa 1999
  • Order Confirmation Email“Dear [Name]Your CDs have been gently taken from our CDBaby shelves with sterilized contamination-freegloves and placed onto a satin pillow.A team of 50 employees inspected your CDsand polished them to make sure they were inthe best possible condition before mailing.Our packing specialist from Japan…. “Etc…Read the whole story here: http://searchengineland.com/how-cdbaby-built-20000-citations-with-one-e-mail-84357
  • 62,000 CitationsSource: http://searchengineland.com/how-cdbaby-built-20000-citations-with-one-e-mail-84357
  • “Leave the poetry inwhat you make. Whensomething becomes toopolished, it loses itssoul.”-Jason Fried
  • Satire (with a point)http://37signals.com/svn/posts/1941-press-release-37signals-valuation-tops-100-billion-after-bold-vc-investment
  • Business Philosophyhttp://37signals.com/svn/posts/3124-give-it-five-minutes
  • Rand Fishkin - SEOmoz
  • Comprehensive & Transparent http://www.seomoz.org/blog/mozs-18-million-venture-financing-our-story-metrics-and-future
  • But… we have a problem.
  • Size of theINTERNE T
  • Size of theINTERNE T You
  • 70 Million WordPress Blogs
  • 39 Million Tumblr Blogs
  • 250 Million Tweets a Day
  • Three Solutions1. What to talk about2. How to get attention3. Ways To Measure
  • “I Don’t Know What To Talk About”
  • 1. Find Things To React To. http://www.quora.com/Startups/group_open
  • Then KILL IT with passion. http://www.quora.com/Startups/What-does-it-feel-like-to-be-the-CEO-of-a-start-up
  • 2. Continue a social conversation on your blog http://www.seomoz.org/blog/aaron-wall-and-i-debate-the-open-discussion-of-webspam
  • 3. Use social to gauge interest in a topic. http://www.evolvingseo.com/2012/06/20/art-of-empathy/#axzz1yuaurQ41
  • 4. Turn blog comment into post http://www.seomoz.org/blog/how-to-increase-the-odds-of- your-content-going-viral-whiteboard-friday#jtc167420
  • 4. Turn blog a comment into post http://mz.cm/seo-titles
  • “How do I get attention?”
  • 1. Write better headlines - CTR!! http://mz.cm/seo-titles
  • 2. Do A Weekly Series YNAB (You need a budget) Whiteboard Wednesdays
  • 3. Optimize Personal Profiles https://twitter.com/#!/dremeda
  • 3. Optimize Personal Profiles https://twitter.com/#!/dremeda
  • 3. Optimize Twitter Profile https://twitter.com/#!/dremeda
  • 4. Keep A Consistent & Professional Avatar Everywherehttp://en.gravatar.com/
  • 4a. But unique enough among members of your team to keep distinguishable. (unlike Joel and Leo)*Disclaimer: I LOVE bufferapp and their content – just think this one tiny thing could be better 
  • 5. Borrow an existing audienceThe Art of Blog Commentinghttp://www.seomoz.org/blog/comment-marketing-as-an-inbound-tactic-whiteboard-fridayhttp://www.quicksprout.com/2012/02/21/an-advanced-guide-to-an-effective-seo-commenting-strategy/
  • 5. Borrow an existing audience Guest Blogginghttp://www.distilled.net/blog/seo/a-guest-posting-process/http://www.seomoz.org/blog/how-to-evaluate-guest-post-opportunitieshttp://www.seomoz.org/blog/guest-blogging-strategies-whiteboard-friday
  • Measure
  • crowdbooster.com
  • crowdbooster.comTop retweeters
  • How many new Google visitsdoes my name bring to company website?
  • Stop measuring bragging about # of followers
  • DO Brag About Measure What THIS guy says to measure.http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  • Avinash’s 4 Social Media Metrics 1. Conversation 2. Amplification 3. Applause 4. Economic Valuehttp://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  • truesocialmetrics.commeasures those four things
  • truesocialmetrics.com
  • truesocialmetrics.com
  • BONUS PRO TIP
  • BONUS PRO TIP JUST FREAKIN’ START March 31st 2012March 30th 2007
  • @dan_shure
  • *Credits• Walt Disney - http://www.superstock.com/stock-photos-images/1895-13883• Jason Fried - http://www.jeremyperson.com/jason-fried/• Derek Sivers - http://mayhem-chaos.net/photoblog/archives/000565.html• http://www.studosfera.net/piar/2012/06/23/cd-baby-or-how-to-make-millions-with-a-silly-e-mail/• Truck - http://carfails.com/huge-vehicle-falls-off-a-bridge/• Twitter Bird Costume - http://www.thesnowjunkies.com/2011/01/12/new-ticket-deals-feature-the-tsj- twitter-hotline/• Sherlock - http://www.cosmosmagazine.com/node/1890• Internet Stats - http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/• http://www.xs-party.co.uk/products/ras4006354-rasta-imposta-mens-tape-measure-funny-fancy-dress- costume-one-size-new.html• http://www.paperlessinfo.com/paperless-office-tips