Social Media for Startups

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Class I taught for the MIT Portugal Innovation and Entrepreneurship Initiative on May 8, 2012.

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  • Version 7.3 Updated November 30, 2009.
  • Give history -1985
  • Social Media for Startups

    1. 1. Social Media for Start ups Frank Days VP, Marketing, Correlsense www.tangyslice.com @tangyslice
    2. 2. Agenda• Before• During• After
    3. 3. Transparency…Frank DaysVP, Marketing, CorrelsenseCo-host of Marketing Agility PodcastLinkedIn.com/tangysliceSoccer dad, BBQ lover and chili head
    4. 4. Also known as…@tangyslicewww.tangyslice.com
    5. 5. I was kind of a big deal…Director, New and Social Media @Novell The sexist title in marketing today?
    6. 6. BEFORE - DEFINITIONS
    7. 7. Some say social media is....Blogs/Microblogs Tools MonitoringVisuals Video Sites Core NetworksIT Sites Link Builders
    8. 8. Some say it is behavioral World 1.0 Web 2.0 Publishing Participation Perfection Good enough Company in control User control Rights reserved Rights to share Cost per impression Cost per action Expert knowledge Wisdom of crowds**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap
    9. 9. More precisely• Web 2.0 ideas through online applications – People become content producers – Accessible publishing techniques – Info disseminated through interaction – Broadcast (one to many) to social (many to many) model – Web-based technologiesSource: Wikipedia
    10. 10. Content marketing= content + SEO + social media Outbound Inbound Print Ads Blogs, Ebooks, White Papers Television Ads Viral YouTube Videos Cold Calling Search Engine Opt Trade Shows Webinars E-mail Blasts Feed, RSSCredit: blog.hubspot.com
    11. 11. Range of social media participants Forresters social technographics ladder
    12. 12. Social media ready content?General characteristics – Shorter – Less formal – Imperfect – Easily sharable – Seen it before – Easy to reformat – Catchy title
    13. 13. BEFORE - REALITIES…
    14. 14. My reality: Delivering 100%+annualized growth
    15. 15. My reality: Delivering 100%+annualized growth Selling expensive software to geeks
    16. 16. Reality #1Everyone is doing social media
    17. 17. Reality #2Content marketing works
    18. 18. Reality 3: Yet you can’t liveby content marketing alone• It is still a marketing mix• PPC, SEO, Email, web, CRM …• Result dictate your mix
    19. 19. Reality #4:You need to move faster
    20. 20. Reality 5:Yesterday’s journalist is nowyour contract blogger
    21. 21. Reality #6Vendors outnumberreal people in manysocial channels
    22. 22. Reality #7: Quality matters most
    23. 23. BEFORE - GOALS
    24. 24. Before you join the conversation• Think about... – Goals – Values – Community
    25. 25. Building a community: Forrester Groundswell modelSocial media is about:• Listening• Talking• Energizing• Supporting• Embracing
    26. 26. 1. Become a thought leader to build awareness
    27. 27. 2. Demand generation
    28. 28. 3. Engage with customers, prospects and partners
    29. 29. 4. Support customers in social media
    30. 30. What one number do you want to move?• Signups• Leads• Search placement for important keyword?• Microfame (or microinfamy?)• Klout score• Followers• Likes• Sentiment
    31. 31. DURING – 7 THINGS YOU CAN DOTO GET STARTED
    32. 32. Start by “listening” • Blogs • Facebook and LinkedIn groups • Twitter • Google Alerts • Podcasts • Trade press • GroupWise or Google reader for aggregation
    33. 33. Find conversations • Blogs are still relevant • Find blogs in your area • Be the expert in your domain
    34. 34. Identify channelstier one sites tier two sites Cool Solutions Novell forums/blogs
    35. 35. Friend and follow • Facebook and LinkedIn • Follow on Twitter • Know what people are discussing and sharingForums
    36. 36. Connect• When the time is right: – Prospects – Customers – Vendors – Peers – Reporters/press
    37. 37. Know your competition • Know their customers • Know their claims • Know them better than they know themselves
    38. 38. Add keywords to LinkedIn profile • Mark profile public • Mention products and markets • Create short URL to you with keyword
    39. 39. DURING – 10 MORE THINGS
    40. 40. Make time for social• Keep it in perspective• 30-60 mins per day• Limited number of channels
    41. 41. Sign up for one new site* Become an expert in thatchannel
    42. 42. Start blogging
    43. 43. Write some guest blogs
    44. 44. Leave comments• Find some place you feel confident• People you know
    45. 45. When commenting• Stay on topic• Contribute new information to the discussion• Don’t comment for the sake of commenting• Make the tone of your message clear• Be succinct• Cite your sources with links or inline quoting• Be courteous• Don’t post when you’re angry, upset, or emotional• Do not feed or tease the trolls > Source: Steve Rubel, Micro Persuasion blog via the Lifehacker blog
    46. 46. Dont feed the trolls...“A troll is someone who posts inflammatory, extraneous, or off- topic messages in an online community ... with the primary intent of provoking other users into a desired emotional response or of otherwise disrupting normal on-topic discussion.” > Wikipedia via PCMagazine.com Image source: Wikipedia
    47. 47. Start a conversation• Questions work better than statements – What do you think about … ? – Does anyone know ... ? – How do you ... ?• These are two way media
    48. 48. Share the wealth • Share something original • “Like” on Facebook • Retweet on Twitter
    49. 49. Don’t let someone sell you a viral video
    50. 50. “Atomize” your content• A webinar is – An event – Slides – Podcast – Video – Blog fodder – A whitepaper – On demand lead
    51. 51. AFTER…
    52. 52. When in doubt...• Dont• Pause• Ask for advice
    53. 53. NOISE
    54. 54. Think Value
    55. 55. Where to learn more...• Online resources – Mashable.com – Techcrunch.com – Marketingprofs.com – MPDailyfix.com – Copyblogger.com• Articles – http://www.delicious.com/tangyslice
    56. 56. Stay tangy my friends… Frank Days VP, Marketing, Correlsense Co-host of Marketing Agility Podcast LinkedIn.com/tangyslice Soccer dad, BBQ lover and chili head

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