Thought Leadership &              Marketing Your Startup                                       Distilled NYC Meetup       ...
Hooz dis guy
@dan_shurethe musician – circa 2006
@dan_shure                   “Shurelock” HolmesThe SEOSince circa 2008
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-...
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-...
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...
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-co...
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)*D...
5. Borrow an existing audienceThe Art of Blog Commentinghttp://www.seomoz.org/blog/comment-marketing-as-an-inbound-tactic-...
5. Borrow an existing audience                    Guest Blogginghttp://www.distilled.net/blog/seo/a-guest-posting-process/...
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-metric...
Avinash’s 4 Social Media Metrics      1.           Conversation      2.           Amplification      3.           Applause...
truesocialmetrics.commeasures those four things
truesocialmetrics.com
truesocialmetrics.com
BONUS PRO TIP
BONUS PRO TIP                  JUST FREAKIN’                      START                                    March 31st 2012...
@dan_shure
*Credits•   Walt Disney - http://www.superstock.com/stock-photos-images/1895-13883•   Jason Fried - http://www.jeremyperso...
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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.

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Start-Up Marketing Thought Leadership

  1. 1. Thought Leadership & Marketing Your Startup Distilled NYC Meetup June 27th 2012*all image and fact credits in the last slide
  2. 2. Hooz dis guy
  3. 3. @dan_shurethe musician – circa 2006
  4. 4. @dan_shure “Shurelock” HolmesThe SEOSince circa 2008
  5. 5. Let’s Talk About“Thought Leadership”
  6. 6. New-ish term (1994)NOT a new concept…
  7. 7. 1500’s“Art is never finished, onlyabandoned.”-Da Vinci
  8. 8. 1950’s“Disneyland will never becompleted. It will grow aslong as there is imaginationleft in the world.”- Walt Disney
  9. 9. 3 Startup Thought Leaders
  10. 10. CD Baby
  11. 11. Derek Sivers
  12. 12. 2008 Derek Sivers Sold CD Baby (for $22 million)
  13. 13. Good-bye [CD Baby] search volume…
  14. 14. …hello [Derek Sivers] search volume.
  15. 15. Musician’s Resources cdbaby.com circa 1999
  16. 16. 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
  17. 17. 62,000 CitationsSource: http://searchengineland.com/how-cdbaby-built-20000-citations-with-one-e-mail-84357
  18. 18. “Leave the poetry inwhat you make. Whensomething becomes toopolished, it loses itssoul.”-Jason Fried
  19. 19. Satire (with a point)http://37signals.com/svn/posts/1941-press-release-37signals-valuation-tops-100-billion-after-bold-vc-investment
  20. 20. Business Philosophyhttp://37signals.com/svn/posts/3124-give-it-five-minutes
  21. 21. Rand Fishkin - SEOmoz
  22. 22. Comprehensive & Transparent http://www.seomoz.org/blog/mozs-18-million-venture-financing-our-story-metrics-and-future
  23. 23. But… we have a problem.
  24. 24. Size of theINTERNE T
  25. 25. Size of theINTERNE T You
  26. 26. 70 Million WordPress Blogs
  27. 27. 39 Million Tumblr Blogs
  28. 28. 250 Million Tweets a Day
  29. 29. Three Solutions1. What to talk about2. How to get attention3. Ways To Measure
  30. 30. “I Don’t Know What To Talk About”
  31. 31. 1. Find Things To React To. http://www.quora.com/Startups/group_open
  32. 32. Then KILL IT with passion. http://www.quora.com/Startups/What-does-it-feel-like-to-be-the-CEO-of-a-start-up
  33. 33. 2. Continue a social conversation on your blog http://www.seomoz.org/blog/aaron-wall-and-i-debate-the-open-discussion-of-webspam
  34. 34. 3. Use social to gauge interest in a topic. http://www.evolvingseo.com/2012/06/20/art-of-empathy/#axzz1yuaurQ41
  35. 35. 4. Turn blog comment into post http://www.seomoz.org/blog/how-to-increase-the-odds-of- your-content-going-viral-whiteboard-friday#jtc167420
  36. 36. 4. Turn blog a comment into post http://mz.cm/seo-titles
  37. 37. “How do I get attention?”
  38. 38. 1. Write better headlines - CTR!! http://mz.cm/seo-titles
  39. 39. 2. Do A Weekly Series YNAB (You need a budget) Whiteboard Wednesdays
  40. 40. 3. Optimize Personal Profiles https://twitter.com/#!/dremeda
  41. 41. 3. Optimize Personal Profiles https://twitter.com/#!/dremeda
  42. 42. 3. Optimize Twitter Profile https://twitter.com/#!/dremeda
  43. 43. 4. Keep A Consistent & Professional Avatar Everywherehttp://en.gravatar.com/
  44. 44. 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 
  45. 45. 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/
  46. 46. 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
  47. 47. Measure
  48. 48. crowdbooster.com
  49. 49. crowdbooster.comTop retweeters
  50. 50. How many new Google visitsdoes my name bring to company website?
  51. 51. Stop measuring bragging about # of followers
  52. 52. DO Brag About Measure What THIS guy says to measure.http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  53. 53. 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/
  54. 54. truesocialmetrics.commeasures those four things
  55. 55. truesocialmetrics.com
  56. 56. truesocialmetrics.com
  57. 57. BONUS PRO TIP
  58. 58. BONUS PRO TIP JUST FREAKIN’ START March 31st 2012March 30th 2007
  59. 59. @dan_shure
  60. 60. *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
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