Social Media Marketing for Startups (New Ventures BC Talk)

Social Networking for Startups

Wiﬁ Goodness User name: sfuvan12-guest Password: nBar4QYF

Clients

Questions For You

Four Things You’ll Need to Get Started

Buying In • Internet usage is surpassing TV viewing (IBM Consumer Survey, 2008) • Ofﬂine advertising is expensive and hard to measure • CMOs will heavily invest in social media in 2010 (Polara Study, 2009) • Your competition is doing it

A Budget

6% Other 7% Microsites 9% Webinars 10 % SEO and advertising 10 % Intranet 14 % Social media* 15 % Email, e-newsletters 30 % Corporate website * Blogs, podcasts, online communities, wikis, video, etc. Source: ITSMA, Budget Allocation and Trends: Key Metrics Survey, 2010

Resources Social media should take up to 25% of your marketing efforts, resources and budget. Who will be responsible?

Inspiration

Plot Marketing Objectives 1. Spread the word 2. Demonstrate subject matter expertise 3. Build community around your cause 4. Manage reputation 5. Improve customer satisfaction 6. Generate leads

Objective #1 Increase Audience / Spread the Word

Entertain Advise Educate Deliver Value Inform Incite Inspire Amuse

Objective #2 Demonstrate Subject Matter Expertise

Objective #3 Build Community Around Your Cause

Objective #4 Manage Reputation

Objective #5 Increase Customer Satisfaction

Objective #6 Generate Leads

Tactics For Quality Trafﬁc

• Content creation • Engagement in social media channels • Online outreach to inﬂuencers • Search engine optimization • Online advertising • Sponsorship • Contests • Gimmicks

Everybody’s Doing It

• Content creation • Engagement in social media channels • Online outreach to inﬂuencers • Search engine optimization • Online advertising • Sponsorship • Contests • Gimmicks

Engage in Niche Channels

Online Outreach

New Inﬂuencer Outreach (Web PR) • Generates trafﬁc • There are fewer opportunities to spread the word in the mainstream media • The web audience is growing • Your competitors are doing it • The Internet never forgets

{Here come the case studies}

Rules for a Good Pitch • Personal • Conversational • Leads with a link • Includes an incentive • Is it genuine news? • Don’t treat bloggers like second-class citizens

Building Gimmicks

Safe is risky, and risky is safe

Viral = meme

Viral = link bait

Viral = outreach

Viral ≠ millions of views

Tech Gadgets Mobile Enterprise CrunchBase Crunchies 2009 Gift Guide 2009 More About Advertise Archives Company Index Contact CrunchCam Jobs Trends Subscribe: ThoughtFarmer Is TubeTastic by Duncan Riley on May 5, 2008 12 Comments 2 retweet Share ThoughtFarmer from Vancover based OpenRoad Communications offers an enterprise focused intranet service built around wikis. Billed as “a knowledge sharing solution for the new enterprise” ThoughtFarmer can be used as a standalone intranet or extranet, a collaboration hub or “the knowledge-sharing component of an existing intranet.” Like others in the space, ThoughtFarmer embraces the Wiki model, offering an open and democratic authoring environment with no barriers to content creation. The service then adds structure and social networking to the wiki core. It’s a solid service, but the standout has been in the marketing campaign. References to a mysterious Canadian company Tubetastic started appearing online in the last couple of months. The site is accessible via login only, and no one was really sure exactly what it was (Tubetastic’s

ReadWriteWeb ReadWriteEnterprise ReadWriteStart Country Channels About Subscribe Contact Advertise Subscribe to ReadWriteWeb Search ReadWriteWeb Home Products Trends Best of RWW Archives Reports ThoughtFarmer's Tubetastic Marketing Campaign Written by Sarah Perez / April 24, 2008 10:33 AM / 5 Comments « Prior Post Next Post » Earlier this month, we opened up and shared with readers the different ways we're pitched by companies wanting coverage. We mentioned our favorite way (hint: RSS) and have been enjoying the feeds that have been sent in since. We also noted the arrival of the twitpitch - the new trend of pitching via Twitter. Meanwhile, another company had a completely different idea: pitch via mail. Yes, postal mail. Postal Mail Pitching These days, with the internet, IM, Twitter, and all sorts of technologically advanced ways to communicate with each other, the concept of sending a letter via the mail seems outdated and quaint. Yet, despite that, or perhaps because of it, a personalized mailing catches one's attention. In a box usually stuffed with bills (ugh), magazines, and, RWW SPONSORS let's be honest, lots of junk, a hand-addressed padded manilla envelope from Canada stands out. What the envelope contained was a company's pitch, but cleverly disguised as a welcome letter to a new company called Tubetastic, where, apparently, I had accepted the job of Tubular Webmaster. An enclosed organization chart showed where I was in the company hierarchy, circled in yellow highlighter. Among my colleagues at Tubetastic were fellow journalists and bloggers. I even had a barcoded nametag.

• Riff on existing web memes • Trade on trend • Find the fun(ny) • Make it useful • Go to extremes

• Demonstrate extraordinary skill • Sex sells • Add mystery • Let visitors interact • Enable user contributions

Crazy Messed-Up World = Extremes + Funny Intranet Secrets = Meme + Funny + User Submissions

Questions For Us

capulet.com @julieszabo @dbarefoot Photos courtesy of the Library of Congress

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Social Media Marketing for Startups (New Ventures BC Talk)

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