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Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking
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Why Startups Need Storytelling and Inbound Marketing and WTF is Growth Hacking

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Me, a Thought Leader? I Just Wanna Push Code - Why Storytelling and Inbound Marketing are important for startups, specifically in fundraising, recruiting and building company culture, and why culture …

Me, a Thought Leader? I Just Wanna Push Code - Why Storytelling and Inbound Marketing are important for startups, specifically in fundraising, recruiting and building company culture, and why culture and recruiting play a central role in growth hacking. Talk I gave in Tallinn at StartSmart! Marketing & Metrics day March 7 2013: http://www.start-smart.me/en/events/startsmart-events/149/startsmart-marketingmetrics. Talk at Startup Camp Berlin March 20 2014 http://startupcamp.co/2014/

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  • 1. Me, a Thought Leader? I just wanna push code @paulamarttila
  • 2. MARKETING LANDSCAPE - It’s a neon jungle out there STORYTELLING - Why important for startups INBOUND MARKETING - Startup’s best friend WTF IS GROWTH HACKING - What’s that got to do with marketing? Agenda @paulamarttila
  • 3. @paulamarttilaCopyright: @gapingvoid
  • 4. Startup’s biggest hurdle is to overcome indifference @paulamarttila
  • 5. • TRADITIONAL MEDIA + DIRECT + EVENT • SEM • EMAIL • SOCIAL MEDIA • GERILLA • VIRAL • INFLUENCE • CONTENT / INBOUND • APP • KICKSTARTER • API • CUSTOMER SERVICE @paulamarttila
  • 6. @paulamarttila 0,5%
  • 7. Fans in Facebook talking about brands @paulamarttila
  • 8. @paulamarttila
  • 9. @paulamarttila 0,000 001
  • 10. Chance viewer sees your content on YouTube @paulamarttila
  • 11. @paulamarttila 1 000 000
  • 12. @paulamarttila Apps in App Store & Google Play
  • 13. 0.001 Apps >50K Users @paulamarttila
  • 14. Storytelling @paulamarttila
  • 15. "You gotta start with the customer experience and work backwards to technology." Steve Jobs @paulamarttila
  • 16. Not only @paulamarttila Media Relations Product Launches
  • 17. Hiring & Culture @paulamarttila
  • 18. Fundraising "I usually know within 3 min if I want to fund you, within 10 if I want to fund your business" : Fred Destin, Atlas Venture
  • 19. Fans & Ambassadors @paulamarttila
  • 20. How Do People Find You? Keep showing up! Inbound Marketing @paulamarttila
  • 21. “80% of success is showing up” Woody Allen @paulamarttila
  • 22. @paulamarttila
  • 23. Be Helpful Have Consistent Story Add Value @paulamarttila
  • 24. @paulamarttila
  • 25. Download eBook on how to make Android App @paulamarttila
  • 26. 5 Content Marketing Truths (for App Developers) @paulamarttila
  • 27. @paulamarttila
  • 28. Growth Hacking Topic du jour! CHE? @paulamarttila
  • 29. "If your product isn’t retaining users, it won’t help much to pour water into a leaky bucket" Andrew Chen @paulamarttila
  • 30. When an investor suggests ways to become more viral, I’m like... @paulamarttila
  • 31. @paulamarttila http://runningastartup.tumblr.com/post/22383987097/ when-an-investor-suggests-ways-to-become-more-viral
  • 32. “How we put Facebook on path to 1B users”
  • 33. 1. Elegant understanding of CORE PRODUCT VALUE. Don’t spam & trick, alienates users in long term. 2. ELIMINATE EGO CULTURE. HIRE A-people. Don’t believe the hype. Test, Measure, Try again. 3. USE SIMPLE FRAMEWORK: Acquisition, Activation, Engagement, Virality = - Get customer to front door - Deliver Aha moment - Deliver core product value as often as possible. - Turn on viral coefficients by @chamath @paulamarttila
  • 34. @paulamarttila
  • 35. @paulamarttilaCopyright: @gapingvoid
  • 36. Recap - Fundraising - Hiring - Culture - Customer Acquisition - Be authentic! @paulamarttila STORYTELLING
  • 37. Recap => Become Thought Leader => Trust => More Customers - Keep showing up! - Be helpful. Add value. - Don’t talk about yourself. - Be authentic! INBOUND MARKETING @paulamarttila
  • 38. - Don't believe the hype. Create core product value. - Don't fall for vanity metrics. Have courage not to optimize for short term. - Don’t spam & trick. - Be authentic! Recap GROWTH HACKING @paulamarttila
  • 39. @paulamarttila
  • 40. ThankYou @paulamarttila http://paulamarttila.com paula.marttila@gmail.com http://www.linkedin.com/in/paulamarttila
  • 41. Recommended Reading Chamath Palihapitiya, How we put Facebook on path to 1B users: http://www.youtube.com/watch?feature=player_embedded&v=raIUQP71SBU#! What is Growth Hacking, Josh Elman, Greylock Partners: https://medium.com/what-i-learned-building/f445b04cbd20 Quora, Facebook Growth: http://www.quora.com/Facebook-Growth-and-Traction/What-are-some-decisions-taken-by-the-Growth-team-at- Facebook-that-helped-Facebook-reach-500-million-users Quora, Conversion optimization: http://www.quora.com/What-are-some-top-strategies-for-conversion-optimization Kissmetrics, Growth hacking examples: http://blog.kissmetrics.com/the-6-best-growth-hacks/ Startup Metrics by 500 startups, Dave McClure: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-nov-2012 Hacker news for Marketers: http://inbound.org/ Kinvey, Mobile marketing: http://www.kinvey.com/blog/121/the-backend-as-a-service-ecosystem-map-update-amp-new-trends-migration- toward-the-middle E-commerce conversion optimization: http://www.cueblocks.com/blog/wp-content/uploads/2012/12/Board-4-02.png Hubspot, Inbound marketing http://blog.hubspot.com/ Andrew Chen, Growth Hacking http://andrewchen.co/2012/09/17/you-dont-need-a-growth-hacker/ Andrew Chen, AirBnB Growth Hacking http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/ Truecaller: http://www.truecaller.com/blog/engineering-the-word-of-mouth @paulamarttila
  • 42. IMAGE CREDITS http://www.gapingvoidart.com/images/nobody-cares_1.gif (Nobody cares) http://www.flickr.com/photos/chicagogeek/5169397357/ (Good-bye Eyeball) http://www.flickr.com/photos/queen_of_subtle/4967953011/sizes/l/ (World's biggest hockey stick) http://www.flickr.com/photos/kamoteus/2347659489/ (Pouring water) http://www.youtube.com/watch?v=SKArupEBE6Y (Business plan) http://www.flickr.com/photos/cuppojoe_trips/594428407/ (Friends) http://www.flickr.com/photos/torley/3674050796/ (You're Awesome) http://www.flickr.com/photos/cityhunter12/529372209 (Coffee break, ducks) http://img2.etsystatic.com/000/0/5244945/il_570xN.211353614.jpg (My problem) http://www.flickr.com/photos/paulamarttila/ (slides: Shibuya neon lights, Hamilton Fans, Kinvey in Berlin) @paulamarttila

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