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HI.
WELCOME TO MY SLIDE DECK. PLEASE NOTE
THAT CERTAIN SLIDES FROM THE LIVE
VERSION HAVE BEEN OMITTED OR REVISED.
UNFORTUNATEL...
IF THERE’S A MISSING SLIDE OR EXAMPLE YOU
REMEMBER FROM THE LIVE VERSION, PLEASE
EMAIL ME FOR A COPY.
👍
NOW, WHERE WERE WE…
STARTUPSDON’T GIVE A DAMN ABOUT BEST PRACTICE.
IN MY TALK, I USED THE GROWTH STORY OF
HIGHER LEARNING TECHNOLOGIES (HLT) TO
SUPPORT THIS CLAIM.
BY SEEKING TO FULLY UNDERSTAND THE
INTERESTS AND TRIGGERS OF THEIR
AUDIENCE, AND CONSISTENTLY TESTING AND
EXECUTING ON CON...
WHAT CAN WE LEARN?
BY THINKING LIKE A
STARTUP
HOW TO
SUCCEED IN
SOCIAL
I’M JOSH.
*JHKRAK
THIS IS SCULPT.
WE LIVE AND BREATHE
STARTUPS.
WE HELP ENTREPRENEURIAL BRANDS
BUILD COMMUNITY AND TELL STORIES.
(FYI: YOU’RE MISSING A PRETTY
AWESOME ANIMATED CONTENT
COLLAGE HERE. JUST SAYING.)
😉
WE MAKE THINGS FOR STARTUPS.
LIKE STARTUPSTOCKPHOTOS.COM
!
- HOW TO LEARN
!
- HOW TO EXPERIMENT
!
- HOW TO MAKE IT
REPEATABLE
TODAY
PLATFORMS ARE
CHANGING FAST.
CAN YOU NAME THESE?
PEACH
BLAB PERISCOPE
WHATS APP WECHAT MESSENGER
SLACK
🙈🙈🙈
(THAT’S SCULPT, BTW)
PRODUCT HUNT
WHERE TO START?
LISTEN FIRST.
CUSTOMER DISCOVERY
- UNCOVER THEMES
!
- TALK LIKE YOUR
CUSTOMERS TALK
!
- VALIDATE ASSUMPTIONS
WHY
DON’T INTERRUPT WHAT INTERESTS PEOPLE.!
BE WHAT INTERESTS PEOPLE.
- CREATE A HYPOTHESIS
!
- GET OUT OF THE BUILDING
!
- ASK QUESTIONS THAT
SEEK TO UNDERSTAND
HOW
- WHERE DO YOU LOOK
FOR INSPIRATION?
!
- CAN YOU SHOW ME YOUR
MORNING ROUTINE?
!
- WHAT’S YOUR GUILTY
PLEASURE PAGE/SITE?
...
[FIND THE EMOTIONAL TRIGGERS.]
EXAMPLE IN ACTION: INTERVIEW
INTERIOR DESIGNERS FOR A
WORKPLACE BRAND.
“I AM INSPIRED BY
PEOPLE AND HOW
THEY USE THE
SPACES WE DESIGN.”
“I ENJOY HEARING
THE STORIES OF THE
THOUGHT PROCESS
BEHIN...
WHILE OUR VISUAL CONTENT MAY LOOK
LIKE THIS TODAY.
FB.COM / INVISIONAPP
WE LEARNED OUR AUDIENCE MAY BE MORE
ATTRACTED TO VISUALS LIKE THIS.
!
SEE THE DIFFERENCE?
FB.COM / INVISIONAPP
- NEW CHANNELS
!
- NICHE HASHTAGS &
INFLUENCERS
!
- COMPELLING THEMES
WHAT WE
UNCOVERED
EXPERIMENT.
MOVE PAST BEST PRACTICE,
JUST PRACTICE.
ENTER: LEAN METHODOLOGY.
BUILD.
MEASURE.
LEARN.
SOME EXAMPLES OF EXPERIMENTS WE
RUN, THAT YOU COULD TRY TOO.
WITH THEMES.EXPERIMENT
HUMAN-CENTRIC STORYTELLING.
PERSPECTIVE SHARING
THOUGHT LEADER QUOTES
CULTURE SHOWCASE
CUSTOMER/USER STORIES
!
- VIEWS /
ENGAGEMENTS
!
- NEGATIVE ACTIONS
!
- COMMENTS
!
MEASURE
BY THINKING NATIVELY.EXPERIMENT
2012 2015
RE-THINK COPY.
TRY LONG-FORM
PUBLISH ON FACEBOOK NOTES / CANVAS
WITH VISUAL STYLE.EXPERIMENT
“SHOW DON’T TELL.”
STILL VS. MOTION
^ CINEMAGRAPH
!
- TIME INVESTMENT
!
- POS/NEG ENGAGEMENTS
!
- ENGAGED VIEWS
!
MEASURE
WITH PLATFORMS.EXPERIMENT
CAN BRANDS LIVE ON TINDER?
WE RAN AN EXPERIMENT TO FIND OUT.
!
- MATCHES (M vs F)
!
- IN-STORE MENTIONS
MEASURE
OUR INTERN JASON GOT TO WORK.
IT GOT WEIRD.
24 HOURS.
FEMALE:
11 MATCHES
24 HOURS.
FEMALE:
11 MATCHES
MALE:
302 MATCHES
LEARN.
(AS A TEAM)
HOLD A
RETROSPECTIVE.
ANSWER
!
- WHAT WORKED
!
- WHAT DIDN’T
!
- WHAT DID WE LEARN
!
- WHAT PUZZLES US
!
RECAP.
LISTEN FIRST THROUGH
CUSTOMER DISCOVERY.
EXPERIMENT USING
LEAN METHODOLOGY.
BUILD.
MEASURE.
LEARN.
RETRO AS A TEAM.
NOW MAKE IT HAPPEN.
ICYMI: sclpt.co/SculptClaps
josh@wearesculpt.com
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
What Matters in Social Media
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What Matters in Social Media

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Josh Krakauer | CEO | Sculpt

Published in: Marketing
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What Matters in Social Media

  1. 1. HI.
  2. 2. WELCOME TO MY SLIDE DECK. PLEASE NOTE THAT CERTAIN SLIDES FROM THE LIVE VERSION HAVE BEEN OMITTED OR REVISED. UNFORTUNATELY, THEY DON’T WORK WITHOUT CONTEXT (OR MOTION). 😞
  3. 3. IF THERE’S A MISSING SLIDE OR EXAMPLE YOU REMEMBER FROM THE LIVE VERSION, PLEASE EMAIL ME FOR A COPY. 👍
  4. 4. NOW, WHERE WERE WE…
  5. 5. STARTUPSDON’T GIVE A DAMN ABOUT BEST PRACTICE.
  6. 6. IN MY TALK, I USED THE GROWTH STORY OF HIGHER LEARNING TECHNOLOGIES (HLT) TO SUPPORT THIS CLAIM.
  7. 7. BY SEEKING TO FULLY UNDERSTAND THE INTERESTS AND TRIGGERS OF THEIR AUDIENCE, AND CONSISTENTLY TESTING AND EXECUTING ON CONTENT, THEY WERE ABLE TO SCALE FACEBOOK COMMUNITIES INTO THE MULTI-MILLION MONTHLY REACH RANGE. ! *EVEN THOUGH BEST PRACTICE SAYS THE CONTENT THEY EMPLOY “SHOULDN’T WORK.”
  8. 8. WHAT CAN WE LEARN?
  9. 9. BY THINKING LIKE A STARTUP HOW TO SUCCEED IN SOCIAL
  10. 10. I’M JOSH.
  11. 11. *JHKRAK
  12. 12. THIS IS SCULPT.
  13. 13. WE LIVE AND BREATHE STARTUPS.
  14. 14. WE HELP ENTREPRENEURIAL BRANDS BUILD COMMUNITY AND TELL STORIES.
  15. 15. (FYI: YOU’RE MISSING A PRETTY AWESOME ANIMATED CONTENT COLLAGE HERE. JUST SAYING.) 😉
  16. 16. WE MAKE THINGS FOR STARTUPS.
  17. 17. LIKE STARTUPSTOCKPHOTOS.COM
  18. 18. ! - HOW TO LEARN ! - HOW TO EXPERIMENT ! - HOW TO MAKE IT REPEATABLE TODAY
  19. 19. PLATFORMS ARE CHANGING FAST.
  20. 20. CAN YOU NAME THESE?
  21. 21. PEACH
  22. 22. BLAB PERISCOPE
  23. 23. WHATS APP WECHAT MESSENGER
  24. 24. SLACK
  25. 25. 🙈🙈🙈 (THAT’S SCULPT, BTW)
  26. 26. PRODUCT HUNT
  27. 27. WHERE TO START?
  28. 28. LISTEN FIRST.
  29. 29. CUSTOMER DISCOVERY
  30. 30. - UNCOVER THEMES ! - TALK LIKE YOUR CUSTOMERS TALK ! - VALIDATE ASSUMPTIONS WHY
  31. 31. DON’T INTERRUPT WHAT INTERESTS PEOPLE.! BE WHAT INTERESTS PEOPLE.
  32. 32. - CREATE A HYPOTHESIS ! - GET OUT OF THE BUILDING ! - ASK QUESTIONS THAT SEEK TO UNDERSTAND HOW
  33. 33. - WHERE DO YOU LOOK FOR INSPIRATION? ! - CAN YOU SHOW ME YOUR MORNING ROUTINE? ! - WHAT’S YOUR GUILTY PLEASURE PAGE/SITE? WHAT TO ASK
  34. 34. [FIND THE EMOTIONAL TRIGGERS.]
  35. 35. EXAMPLE IN ACTION: INTERVIEW INTERIOR DESIGNERS FOR A WORKPLACE BRAND.
  36. 36. “I AM INSPIRED BY PEOPLE AND HOW THEY USE THE SPACES WE DESIGN.” “I ENJOY HEARING THE STORIES OF THE THOUGHT PROCESS BEHIND THE DESIGN.” WHAT INSPIRES YOU?
  37. 37. WHILE OUR VISUAL CONTENT MAY LOOK LIKE THIS TODAY.
  38. 38. FB.COM / INVISIONAPP WE LEARNED OUR AUDIENCE MAY BE MORE ATTRACTED TO VISUALS LIKE THIS. ! SEE THE DIFFERENCE?
  39. 39. FB.COM / INVISIONAPP
  40. 40. - NEW CHANNELS ! - NICHE HASHTAGS & INFLUENCERS ! - COMPELLING THEMES WHAT WE UNCOVERED
  41. 41. EXPERIMENT.
  42. 42. MOVE PAST BEST PRACTICE, JUST PRACTICE.
  43. 43. ENTER: LEAN METHODOLOGY.
  44. 44. BUILD. MEASURE. LEARN.
  45. 45. SOME EXAMPLES OF EXPERIMENTS WE RUN, THAT YOU COULD TRY TOO.
  46. 46. WITH THEMES.EXPERIMENT
  47. 47. HUMAN-CENTRIC STORYTELLING.
  48. 48. PERSPECTIVE SHARING
  49. 49. THOUGHT LEADER QUOTES
  50. 50. CULTURE SHOWCASE
  51. 51. CUSTOMER/USER STORIES
  52. 52. ! - VIEWS / ENGAGEMENTS ! - NEGATIVE ACTIONS ! - COMMENTS ! MEASURE
  53. 53. BY THINKING NATIVELY.EXPERIMENT
  54. 54. 2012 2015
  55. 55. RE-THINK COPY.
  56. 56. TRY LONG-FORM
  57. 57. PUBLISH ON FACEBOOK NOTES / CANVAS
  58. 58. WITH VISUAL STYLE.EXPERIMENT
  59. 59. “SHOW DON’T TELL.”
  60. 60. STILL VS. MOTION ^ CINEMAGRAPH
  61. 61. ! - TIME INVESTMENT ! - POS/NEG ENGAGEMENTS ! - ENGAGED VIEWS ! MEASURE
  62. 62. WITH PLATFORMS.EXPERIMENT
  63. 63. CAN BRANDS LIVE ON TINDER?
  64. 64. WE RAN AN EXPERIMENT TO FIND OUT.
  65. 65. ! - MATCHES (M vs F) ! - IN-STORE MENTIONS MEASURE
  66. 66. OUR INTERN JASON GOT TO WORK.
  67. 67. IT GOT WEIRD.
  68. 68. 24 HOURS. FEMALE: 11 MATCHES
  69. 69. 24 HOURS. FEMALE: 11 MATCHES MALE: 302 MATCHES
  70. 70. LEARN. (AS A TEAM)
  71. 71. HOLD A RETROSPECTIVE.
  72. 72. ANSWER ! - WHAT WORKED ! - WHAT DIDN’T ! - WHAT DID WE LEARN ! - WHAT PUZZLES US !
  73. 73. RECAP.
  74. 74. LISTEN FIRST THROUGH CUSTOMER DISCOVERY.
  75. 75. EXPERIMENT USING LEAN METHODOLOGY.
  76. 76. BUILD. MEASURE. LEARN.
  77. 77. RETRO AS A TEAM.
  78. 78. NOW MAKE IT HAPPEN. ICYMI: sclpt.co/SculptClaps
  79. 79. josh@wearesculpt.com

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