memonic
Marketing for Start Ups:
More Bang, Less Buck
An Introduction to The Power of Inbound Marketing, and
the Memonic E...
2© memonic
“If you have more money than brains, focus on
outbound marketing. If you have more brains than
money, focus on ...
3© memonic
This Will Not Be A Declaration of the
Death of Old School Marketing
…it's just that we live in a new world!
Peo...
4© memonic
First, let’s re-visit the past: What is
Outbound Marketing?
In the Olden Days…or even in
my last job (the Los A...
5© memonic
Why It Sucks
Outbound marketing techniques are getting less
and less effective over time for two reasons:
1.you...
6© memonic
That was Then. This is Now.
Marketing for start-ups is a whole new world, with
different rules and different to...
7© memonic
The Basics Have Not Changed!
You Still Need To…
•Identify your audience
•Create value for them
•Keep them HAPPY...
memonic
Toolbox
Like a Crayon Box. Less Messy.
9© memonic
Get Found – Use that geek power to
SEO the crap out of your vehicle
97% more links for co’s who rock their SEO ...
10© memonic
Google Ad Words:
Best Friend, or Pure Evil?
Prognosis: It’s Worth A Shot
A brief introduction to Google’s
Empi...
11© memonic
Blogging Counts
When it comes to blogging, variety is the spice of life
• Plan to Blog
• Create Remarkable
Con...
12© memonic
Get SOCIAL
It’s Part of Getting Found: But take it with a grain of salt
13© memonic
Choose Engagement over Masses
Don’t Just Get Users. Get FANS.
“Thank you very much for your 6 month upgrade.”
...
14© memonic
Engage With Influencers
• READ KEY BLOGS and
interact with Influencers
Seth Godin,
Onstartups.com,
Startupless...
memonic
A Few Extras
Free Tips Here
16© memonic
Measure Your Progress
• It's good to have friends: use socialmention.com
• Stats – collect everything. Persona...
17© memonic
Keep An Eye On The Competition
Know Thy Marketplace. And Don’t Be Too Proud To Adapt.
18© memonic
Take Failure As A Lesson Learned
Inbound Marketing, like Google adwords, is like a
guessing game. You have to ...
19© memonic
Don’t Be Boring
• Social Media is a two way
street (we don't care what
you ate for lunch)
• Engage with the in...
memonic
Oldies But Goodies
Not ALL Outbound Marketing is Bad
21© memonic
ONE Outbound Element To Keep: PR
• There is nothing that can replace old fashioned PR …yet
• If you have any m...
22© memonic
And Two Others…
• Branding tools - like postcards and brochures
• Networking at Conferences and Events (good f...
memonic
Goals
Go Get ‘em, Tigers!
24© memonic
Goal 1: Get More Inbound Links
Bottom Line: YOU WANT A LOT OF THESE.
What Are Inbound Links?
Simply: Links Lea...
25© memonic
Goal 2: Make yourself look bigger
“I Get By With A Little Help From My Friends”
Look familiar? 
The web was b...
26© memonic
Goal 3: Converge
• Make sure you're sync-ed
• Include more in mobile
offerings
• Make your product or
service ...
memonic
The Future
Is Gaming the Next Big Thing in Inbound Marketing?
28© memonic
Gaming: Example
•The LA Times Used a simple concept: snapping pictures of others and
submitting them to STREET...
29© memonic
Gaming: Examples
Coke Spin The Bottle:
•Connects users to Facebook to spin with friend's profiles or use the i...
memonic
Memonic Marketing
ROCKS
A Little Self-Congratulation
31© memonic
„The Proof Is In The Pudding“: Press!
32© memonic
Awards
CTI Startup Certificed
Winner W.A. De Vigier Price for Startups
Winner Red Herring Top 100 Europe
Winne...
33© memonic
It’s All About the Fans
„Memonic is my choice of Google Notebook replacement! A gem! „
RogerDis on Twitter
„Ke...
memonic
Thanks for your time!
Keren Eldad, Marketing Director
+41 44 586 98 98, keren@memonic.com
Feldstrasse 133, CH-8004...
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Inbound marketing deck_nov10

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Inbound Marketing - Tips and Insights

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  • Components
    Capture - Clipping
    Pipeline & Storage
    Access - Frontend
    Retrieve
    Interaction with 3rd 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 3rd 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 3rd 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 3rd 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 3rd 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

    1. 1. memonic 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
    2. 2. 2© memonic “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
    3. 3. 3© memonic 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.
    4. 4. 4© memonic 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.
    5. 5. 5© memonic Why It Sucks Outbound marketing techniques are getting less and less effective over time for two reasons: 1.your average person today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out 2.The cost of learning about something new or shopping for something new using the internet (search engines, blogs, and social media sites) is much lower than going to a seminar at the Marriott or flying to a trade show Frivolous Spending is Over
    6. 6. 6© memonic 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 •Become a Marketing Hub The Goal Is Not To Publish. It’s To GET FOUND
    7. 7. 7© memonic 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.
    8. 8. memonic Toolbox Like a Crayon Box. Less Messy.
    9. 9. 9© memonic 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
    10. 10. 10© memonic 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
    11. 11. 11© memonic 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
    12. 12. 12© memonic Get SOCIAL It’s Part of Getting Found: But take it with a grain of salt
    13. 13. 13© memonic 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
    14. 14. 14© memonic 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.
    15. 15. memonic A Few Extras Free Tips Here
    16. 16. 16© memonic 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
    17. 17. 17© memonic Keep An Eye On The Competition Know Thy Marketplace. And Don’t Be Too Proud To Adapt.
    18. 18. 18© memonic 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
    19. 19. 19© memonic 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.
    20. 20. memonic Oldies But Goodies Not ALL Outbound Marketing is Bad
    21. 21. 21© memonic 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.
    22. 22. 22© memonic 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.
    23. 23. memonic Goals Go Get ‘em, Tigers!
    24. 24. 24© memonic 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
    25. 25. 25© memonic 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
    26. 26. 26© memonic Goal 3: Converge • Make sure you're sync-ed • Include more in mobile offerings • Make your product or service share-focused mArchi v Give Your Users a Richer Experience: Anywhere, Anytime
    27. 27. memonic The Future Is Gaming the Next Big Thing in Inbound Marketing?
    28. 28. 28© memonic 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
    29. 29. 29© memonic 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
    30. 30. memonic Memonic Marketing ROCKS A Little Self-Congratulation
    31. 31. 31© memonic „The Proof Is In The Pudding“: Press!
    32. 32. 32© memonic Awards CTI Startup Certificed Winner W.A. De Vigier Price for Startups Winner Red Herring Top 100 Europe Winner Bronze Medal Business Idea 2010
    33. 33. 33© memonic 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 Zagen jullie dat? @mymemonic reageert binnen 13 minuten (!) zonder @-mention in mijn tweet. Zo kan het dus ook #hulde #geweldighttp://twitter.com/jaspervanvugt/status/415912894766284 8
    34. 34. memonic Thanks for your time! Keren Eldad, Marketing Director +41 44 586 98 98, keren@memonic.com Feldstrasse 133, CH-8004 Zurich www.memonic.com
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