Integrated Marketingfor Startups + Micro-      Gaining Traction Through a     Businesses Brand         Strong Founder     ...
Traction - Building Blocks                          Press     Employees                     Analyst Coverage     Contracto...
What is Brand? “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things w...
Focal Point                Users              Customers
Personal Brand                 Knowledge                 Personality                 Appearance                   Attire
Founder Brand • Shaped by what is   • Resonance   communicated and      determined by   how it is             relevance an...
Effect of Social Engagement ©2012 Fusion Marketing LLC
The Social Strategy Framework                      1       Which     Channels to      Engage?                             ...
2   Define your audience.    Demographics: characteristics of a group of    people such as gender, race, income, etc.    G...
2   Define your audience.What Does Your                    AdvocateAudience Know  About Your             Repeat Action/   ...
3   What is your founder brand?              Who Are You + What Do                  You Stand For                         ...
Desired Social Media Effect ©2012 Fusion Marketing LLC
Be consistent            Be a good social               • Stay on message        citizen               • Post regularly   ...
Rely on one          Don’t spam                      channel              • Cross post with                      • Each ne...
Pre-Content Creation Checklist     Update all personal profiles (Linkedin, Facebook,     Twitter, G+, etc.)     Optimize w...
5 Steps to a 3-Month Editorial Calendar 1. List all industry events, seasonal holidays,    festivals, etc. and impending c...
Managing Your Networks Scheduling Tools   Curation Tools   Hootsuite         Xydo   Seesmic Ping      Flashissue   TweetDe...
The Social Strategy Framework                      1       Which     Channels to      Engage?                             ...
Connect with me:     @jacquichew @iFusionMktg     jacqui@ifusionmarketing.com     http://jacquichew.com     http://www.fac...
Market Traction and a Strong Founder Brand
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Market Traction and a Strong Founder Brand

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Market Traction and a Strong Founder Brand

  1. 1. Integrated Marketingfor Startups + Micro- Gaining Traction Through a Businesses Brand Strong Founder #SMIATLIM Jacqui Chew @jacquichew/ @LaunchAid jacqui@ifusionmarketing.com
  2. 2. Traction - Building Blocks Press Employees Analyst Coverage Contractors Reviews/Awards Advisors Users Investors Customers Mentors ???
  3. 3. What is Brand? “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos "What’s a brand? A singular idea or concept that you own inside the mind of the prospect." - Al Ries “Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.” - Tom Chappell, Toms Of Maine
  4. 4. Focal Point Users Customers
  5. 5. Personal Brand Knowledge Personality Appearance Attire
  6. 6. Founder Brand • Shaped by what is • Resonance communicated and determined by how it is relevance and communicated frequency
  7. 7. Effect of Social Engagement ©2012 Fusion Marketing LLC
  8. 8. The Social Strategy Framework 1 Which Channels to Engage? 2 Who Is Your Audience? 3 What Are You & What does Your Audience your brand Passionate stand for? Product About? Development
  9. 9. 2 Define your audience. Demographics: characteristics of a group of people such as gender, race, income, etc. Geography: The geographical location of a group of people. Psychographics: Personality traits, lifestyles, values, interests, attitudes, etc. Behavioral: Usage rate, usage pattern. Socialgraphics: online behavior and relationships
  10. 10. 2 Define your audience.What Does Your AdvocateAudience Know About Your Repeat Action/ Brand? Enthusiast Action Single action Continuum Aware, no action Nothing
  11. 11. 3 What is your founder brand? Who Are You + What Do You Stand For knowledge Expertise Why this startup? Industry How do the above align with your audience?
  12. 12. Desired Social Media Effect ©2012 Fusion Marketing LLC
  13. 13. Be consistent Be a good social • Stay on message citizen • Post regularly • Be helpful • Listen Set measurable Build a strong goals work network • Helps with time • Quality not quantity management Share great Be engaging • Promote others content • Better the content, • Acknowledge when the more likely your your network shares network will share your content©2012 Fusion Marketing LLC
  14. 14. Rely on one Don’t spam channel • Cross post with • Each network has caution its strengths Be too sales-sy No fighting • Allow others to • Take complaints, discover what disagreements, etc. you do offline • Everyone can see Broadcast generic what you are writing messages©2012 Fusion Marketing LLC
  15. 15. Pre-Content Creation Checklist Update all personal profiles (Linkedin, Facebook, Twitter, G+, etc.) Optimize website for search (structurally and content) ©2011 iFusion Marketing LLC
  16. 16. 5 Steps to a 3-Month Editorial Calendar 1. List all industry events, seasonal holidays, festivals, etc. and impending company milestones in the next 3 months 2. Develop blog topics/video/photos that align with your founder brand and/or leverage seasonal trends Visual brands: be sure to leverage Pinterest, Facebook Albums, Flickr, YouTube, etc. 3. Curate and share 3rd party Content 4. Apply the Rule of Five Remember to engage + converse with your audience
  17. 17. Managing Your Networks Scheduling Tools Curation Tools Hootsuite Xydo Seesmic Ping Flashissue TweetDeck Storify Buffer Scribit Social Sprout
  18. 18. The Social Strategy Framework 1 Which Channels to Engage? 2 Who Is Your Audience? 3 What Are You & What does Your Audience your brand Passionate stand for? Product About? Development
  19. 19. Connect with me: @jacquichew @iFusionMktg jacqui@ifusionmarketing.com http://jacquichew.com http://www.facebook.com/iFusionMarketing http://www.linkedin.com/in/jacquichew http://gplus.to/jacqui©2010 iFusion Marketing LLC
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