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Inbound Marketing - Tips and Insights

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  • Components Capture - Clipping Pipeline & Storage Access - Frontend Retrieve Interaction with 3 rd Parties Infrastructure Minimalistic setup: Server inhouse, AWS for prod. setup OS: Debian Language: Python Key Services for scaling: FAI and Puppet
  • Components Capture - Clipping Pipeline & Storage Access - Frontend Retrieve Interaction with 3 rd Parties Infrastructure Minimalistic setup: Server inhouse, AWS for prod. setup OS: Debian Language: Python Key Services for scaling: FAI and Puppet
  • Components Capture - Clipping Pipeline & Storage Access - Frontend Retrieve Interaction with 3 rd Parties Infrastructure Minimalistic setup: Server inhouse, AWS for prod. setup OS: Debian Language: Python Key Services for scaling: FAI and Puppet
  • Components Capture - Clipping Pipeline & Storage Access - Frontend Retrieve Interaction with 3 rd Parties Infrastructure Minimalistic setup: Server inhouse, AWS for prod. setup OS: Debian Language: Python Key Services for scaling: FAI and Puppet
  • Components Capture - Clipping Pipeline & Storage Access - Frontend Retrieve Interaction with 3 rd Parties Infrastructure Minimalistic setup: Server inhouse, AWS for prod. setup OS: Debian Language: Python Key Services for scaling: FAI and Puppet
  • Wir haben am Swiss Innovation Forum in Basel am 5. November gelauncht. Und innerhalb weniger Tage haben wir es bis nach Korea geschafft. Ohne ein Strich PR.

Inbound marketing deck_nov10 Inbound marketing deck_nov10 Presentation Transcript

  • Marketing for Start Ups: More Bang, Less Buck An Introduction to The Power of Inbound Marketing, and the Memonic Example Keren Eldad , Marketing Director 20101104
    • “ If you have more money than brains, focus on outbound marketing. If you have more brains than money, focus on inbound marketing ”
    New Order, New Mantra
  • This Will Not Be A Declaration of the Death of Old School Marketing
    • …it's just that we live in a new world!
    • People live on the web. They shop differently, they consume media differently, and they interact with each other differently.
    • The Rules Have Changed.
    • Luckily, the new rules fit your wallet.
    View slide
  • First, let ’s re-visit the past: What is Outbound Marketing?
        • In the Olden Days…or even in my last job (the Los Angeles Times, this year) – it was all about Outbound Marketing.
        • We thought we were avant guard when we complied opt in email lists, or bought email lists . We ran print ads and extremely expensive TV ads . We threw big parties , with celebrities. I had a HUGE expense account.
        • It was fun.
    View slide
  • That was Then. This is Now.
    • Marketing for start-ups is a whole new world, with different rules and different tools.
    • Inbound Marketing is the name of the game, and it is the art of harnessing the web's power for your message
    • It's SEO
    • It ’s GOOGLE
    • It's Blogging
    • It's FACEBOOK, man
    The Goal Is Not To Publish. It’s To Become a Marketing HUB
  • The Basics Have Not Changed!
    • You Still Need To…
    • Identify your audience
    • Create value for them
    • Keep them HAPPY
    • Be entertaining
    • Get noticed
    GET EXCITED.
  • Toolbox Like a Crayon Box. Less Messy.
  • Get Found – Use that geek power to SEO the crap out of your vehicle 97% more links for co’s who rock their SEO optimization
  • Google Ad Words: Best Friend, or Pure Evil? Prognosis: It’s Worth A Shot A brief introduction to Google’ s Empire (of Evil) Picking Perfect Keywords: mostly impossible, but sometimes… Focus On The Easy Stuff (Because Google is for Pros) By the way; FB ads don’t suck, either
  • Blogging Counts When it comes to blogging, variety is the spice of life
    • Plan to Blog
    • Create Remarkable Content
    • Focus on the Big Picture/The Industry, not yourself
    • Involve Experts/Guest Bloggers
  • Get SOCIAL It’s Part of Getting Found: But take it with a grain of salt
  • Choose Engagement over Masses Don’t Just Get Users. Get FANS. “ Thank you very much for your 6 month upgrade.” Regards,-- Gene Rosen Creative Director -Photogenec Design
  • Engage With Influencers
    • READ KEY BLOGS and interact with Influencers
    • Seth Godin,
    • Onstartups.com,
    • Startuplessonslearned.com,
    • LifeHacker,
    • TechCrunch,
    • Contagious Magazine,
    • GigaOm,
    • Reddit,
    • Digg….
    • .
    Don’t Just Read. Participate.
  • A Few Extras Free Tips Here
  • Measure Your Progress
        • It's good to have friends: use socialmention.com
        • Stats – collect everything. Personally
        • Google Analytics – measuring your traffic, your blog…and your audience!
        • Google Page Rank
        • Website Grader
        • Number of Press mentions and Speaking Engagements
        • Collect feedback (use Zendesk/Survey Monkey)
    The More You Track, The More You Know
  • Keep An Eye On The Competition Know Thy Marketplace. And Don’t Be Too Proud To Adapt.
  • Take Failure As A Lesson Learned
    • Inbound Marketing, like Google adwords, is like a guessing game. You have to try, and try again
        • HARO: Help a Reporter – something Memonic tried, which yielded very little results
        • … .but we tried it, the cost was low enough to absorb, and we learned something
        • It was Dorian's suggestion, anyway.
    The More You Fail, The More You Learn
  • Don’t Be Boring
    • Social Media is a two way street (we don't care what you ate for lunch)
    • Engage with the industry
    • Be a Digital Citizen
    • Read Up
    • Be Cool, man.
    People Who are Boring in real life are Boring in Social Media.
  • Oldies But Goodies Not ALL Outbound Marketing is Bad
  • ONE Outbound Element To Keep: PR
    • There is nothing that can replace old fashioned PR …yet
    • If you have any money – invest it there
    • Tips for choosing a PR firm:
      • Have they done their homework (your product, your competitors, the marketplace?)
      • How's their track record in your field?
      • Are they themselves Digital Citizens?
      • Do they walk the walk AND talk the talk? (run them through Google, websitegrader and socialmention yourself)
      • Meausure their results: your stats, their clippings- and beyond
    PR Teams are Salespeople. Don ’t Fall For Charm.
  • And Two Others…
    • Branding tools - like postcards and brochures 
    • Networking at Conferences and Events (good for industry, PR AND sales leads)
    It’s Expensive, But It WORKS.
  • Goals Go Get ‘em, Tigers!
  • Goal 1: Get More Inbound Links Bottom Line: YOU WANT A LOT OF THESE. What Are Inbound Links? Simply: Links Leading to Your Site. How Do You Get More Inbound Links? There are Tricks. The Importance of Tracking Inbound Links: Google Analytics and Google Page Rank are Key
  • Goal 2: Make yourself look bigger “ I Get By With A Little Help From My Friends” Look familiar?  The web was built to be a collaboration Our eKnife is a good example, and has been a huge success … and by the way, it was born on Twitter
  • Goal 3: Converge
    • Make sure you're sync-ed
    • Include more in mobile offerings
    • Make your product or service share-focused
    Give Your Users a Richer Experience: Anywhere, Anytime mArchiv
  • Memonic Marketing ROCKS A Little Self-Congratulation
  • „ The Proof Is In The Pudding “: Press!
  • Awards CTI Startup Certificed Winner W.A. De Vigier Price for Startups Winner Red Herring Top 100 Europe Winner Bronze Medal Business Idea 2010
  • It’ s All About the Fans
    • „ Memonic is my choice of Google Notebook replacement! A gem! „ 
 RogerDis on Twitter
    • „ Kerzchen!”
 frescosecco on Twitter
    • "Cheers, Memonic Team. Keep the great stuff coming!"
    • Rico Wyder on Facebook
  • Gaming: Example
    • The LA Times Used a simple concept: snapping pictures of others and submitting them to STREET FASHION via Facebook
    • Readers got a chance for looks to be featured in the Sunday Style Section: IMAGE
  • Gaming: Examples
    • Coke Spin The Bottle:
    • Connects users to Facebook to spin with friend's profiles or use the images in their phone's camera roll
    • Users can then choose whether players Kiss, Hug, Tickle or High-five Viral Effect: Once choice is make, app posts messages about the winners of their Spin the Coke game to their Facebook walls
    • 870,000 downloads
  • Thanks for your time! Keren Eldad , Marketing Director +41 44 586 98 98, keren@memonic.com Feldstrasse 133, CH-8004 Zurich www.memonic.com