Facebook pulled the plug on organic reach. Twitter is suppressing and curating tweets. Google is altering its stance on paid inclusion. Startups and marketers are learning a tough lesson. Relying on engagement through third-party social networks is building on a house of cards. This deck is a preview of the SXSW V2V 2015 presentation that will outline strategies and tactics to get social media followers securely back into your hands. Learn how to attract followers to your brand's social networks for traction and community — without giving up your power to engage.

1. AVOIDING the MARKETING HOUSE OF CARDS
2015 #SXSWV2V PANELPICKER PROPOSAL
@michelletripp

2. I OWN YOU.

3. AND I OWN YOUR FOLLOWERS.

4. the RECKONING
Facebook axes organic reach
Twitter is controlling more of what followers see
Google is altering its stance on paid inclusion
Is there anything startups and marketers can do?

6. YOUR FOLLOWERS and USERS
LIVE in a SOCIAL WORLD.
THEY EXPECT YOU to be THERE.
But that doesn’t mean you have to let networks
like Facebook, Twitter, and Google hand you your hat.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

7. HOW CAN YOU USE SOCIAL NETWORKS
to BUILD TRACTION and COMMUNITY
WITHOUT GIVING UP YOUR ENGAGEMENT POWER?
(and without a big media budget)
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

8. 3 AGGRESSIVE STRATEGIES
(Frank Underwood would be proud of)
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

10. 1... Craft a Customer Journey
That Includes an Insanely Attractive
Data Capture Point You Control
2... Create a Campaign Around
a Big Marketing Idea
That Appeals to Your
Follower’s Vanity
3... Devise an Addictive Purpose
for Your Product
That Insinuates Your Brand
Into Your Follower’s Daily Life

11. DON’T be EVIL.
be FORMIDABLE.
Activate strategies that leverage deep user fears and desires.
Inspire a customer journey that feeds their social soul.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

12. 6-PART TACTICAL PLAN
(Because it’s not exactly legal to go around throwing bricks)
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

13. 1... Take Your Brand Seriously
Which brand assets make a real difference for a startup?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

14. 2... Don’t be an Advertising Chump
Only spend money once your ecosystem is in place
and you’ve established goals. Number goals.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

15. 3... Don’t be a Cheap Social Talker
Share generously using social promotions,
like your life depends on it. It does.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

16. 4... Never Underestimate Email
It’s not dead yet. And for now it’s your lifeline.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

17. 5... don’t Waste another Minute
without MOBILE
If you don’t have a mobile strategy,
you probably don’t have a strategy.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

18. 6... Add Experiential Engagement
If your product isn’t engageable, it’s forgettable.
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

19. Q / A
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

20. WHAT BINDS the STRATEGIES
and TACTICS TOGETHER?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

21. WHICH STARTUPS
are DOING it RIGHT?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

22. What INSIDIOUS WAYS
CAN engagement and growth
be FURTHER ERODED?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

23. WHICH EMPLOYEE
COULD be YOUR STARTUP’S
SECRET WEAPON?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

24. WHAT’S YOUR
PERSPECTIVE?
“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

25. VOTE
DO YOUR CIVIC DUTY AND VOTE FOR THE SXSW V2V PANELPICKER PROPOSALS OF YOUR CHOICE.
YOU DON’T HAVE TO VOTE FOR THIS ONE.
BUT BE CAREFUL NEXT TIME YOU’RE IN A PARKING GARAGE AT NIGHT.

26. FULL DISCLOSURE
FRANK UNDERWOOD IS AN IMAGINARY CHARACTER BASED ON A NOVEL BY MICHAEL DOBS THAT IS THE PROPERTY OF
COPYRIGHT HOLDERS AND DISTRIBUTED BY NETFLIX AND SONY PICTURES ENTERTAINMENT.
COPYRIGHT HOLDERS AND DISTRIBUTORS HAVE NOT ENDORSED THIS PRESENTATION.
This presentation was created following the Fair Use Guidelines for Educational Multimedia.
Certain materials are included under the Fair Use exemption of the U.S. Copyright Law.
Further use of these materials and this presentation is restricted.

27. 2015 SXSW V2V
“AVOIDING THE MARKETING HOUSE OF CARDS”
Vote and comment at panelpicker.sxsw.com
@michelletripp