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Thought Leadership Marketing Campaign Results - Founder Friendly Standard Q3 2019


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Results deck shared with the campaign team behind the Founder Friendly Standard Q32019 Campaign, "Reality Check: How founder-friendly are your VCs?"

The campaign was an analysis of the top 6 startup funding agreements (Y Combinator Safe, 500 Startups KISS, NVCA Model Legal Docs, Gust Series Seed, Sam Altman Term Sheet, and Y Combinator Series A). These legal templates were compared to the Founder Friendly Standard by six attorneys.

Campaign results as of October 12, 2019:
* Generated 5.192 million impressions across Quora and Twitter
* 704 upvotes and shares on Quora
* 1,025 likes, comments, and retweets on Twitter
* 85 unique users on our hashtag during Tech Crunch Disrupt

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Thought Leadership Marketing Campaign Results - Founder Friendly Standard Q3 2019

  1. 1. Thought Leadership Campaign Results “Reality Check: How founder-friendly are your VCs?” Eisaiah Engel @eisaiah_e Oct. 12, 2019 1
  2. 2. Campaign Team EISAIAH ENGEL, Co-Author, Founder Friendly Standard (Dallas) DAN FLANEGAN, Co-Author, Founder Friendly Standard (San Diego) K. ADAM BLOOM, Co-Author, Founder Friendly Standard, Startup and Entertainment Attorney (Los Angeles) JENNIFER ROHLEDER, Principal, J. Rohleder Law (Washington, DC) ZEV SAFRAN, CFA and Attorney, Safran Law PLLC (New York) RYAN JULIANO, Vice President, Head of Platform, and Attorney at Howell Legal Inc (Providence) KEITH STRAHAN, Managing Partner at Fulton Strahan Law Group PLLC (Houston) JOSH MATHEWS, Attorney at Fulton Strahan Law Group, PLLC (Houston) 2
  3. 3. Thought Leadership Goals 3 ReputationRelationships Revenue Thought leadership campaigns are for enhancing Relationships, Reputation, and Revenue according to Longitude Research Ltd (source)
  4. 4. Campaign Overview ADS IN MARKET July 1, 2019 through November 21, 2019 GOALS Enhance relationships, reputation, and revenue AUDIENCE Startup founders (1) in the US, and (2) around the world HERO CONTENT Interactive infographic, Podcast pre-production sheet and audio REPURPOSED CONTENT 6 Quora answers, 5 Twitter threads, 41-piece social media influencer kit THEME Attorney analysis of the top 6 funding docs (110K+ words analyzed) KEY FINDING Top docs are slightly over one-third compatible with Founder Friendly Standard MESSAGES Founders, bootstrap until you can raise capital on YOUR terms 4
  5. 5. Relationships GOAL Placement on 5 podcasts, test the waters with influencers and media GOAL TYPE Influencer PODCAST HITS 72 opened email pitches, 1 hit on Startup Camp to release around Dec 2019 INFLUENCERS 29 entrepreneurs in bootstrapping thread UNIQUE TWEETERS 85 people using #FounderFriendlyStandard hashtag * Source: Google Analytics, Avg session time on, 5 Oct 2019. 5
  6. 6. Reputation GOAL Generate awareness and consideration for Founder Friendly Standard GOAL TYPE Branding IMPRESSIONS 5.192 million total with 59% earned ENGAGEMENTS 1,729 upvotes, likes, retweets, and shares across Quora and Twitter AVG TIME ON PAGE Directory +34% to benchmark, Infographic +61% to benchmark AIDED AWARENESS Increased 5% per this Twitter poll (N=743) AIDED CONSIDERATION Increased 3% per this Twitter poll (N=743) 6
  7. 7. Revenue GOAL 2,500 directory page views, 25 hot leads and 5 sales for attorneys ($500 each) GOAL TYPE Demand Generation VIEW ATTAINMENT Directory 35% * +Infographic visits 65% * +Quora paid clicks 25,625% ** LEAD ATTAINMENT Hot Leads 4% attainment for attorneys (direct to client) SALES ATTAINMENT Sales 0% attainment for attorneys (direct to client) BIZ DEV LEADS Eisaiah setup 2 video conference calls with companies who might incorporate Founder Friendly Standard into their products * Source: Google Analytics, Avg session time on, 5 Oct 2019. * * Source: Quora Advertising Portal, Clicks to content, 5 Oct 2019. 7
  8. 8. Creative Highlights 8
  9. 9. #FounderFriendlyStandard received 1.82 million estimated impressions and 821 engagements during TC Disrupt (week of Sep. 30) from 85 tweets Source: Keyhole, Week of Sep. 30 Twitter – Campaign Team 9
  10. 10. 10 Twitter – Influencers
  11. 11. 11 Twitter – Influencers
  12. 12. Twitter – Influencers 12 11 video tweets tying our research into – releasing through Nov. 21, Tweets are promoted, influencers.
  13. 13. Quora 13 Quora answers received 3.357 million impressions from Jul. 1 to Oct. 12, 2019 Source:Quora, Oct. 12, 2019
  14. 14. Infographic 14 Interactive infographic received 715 pageviews from Aug. 19 – Oct. 12 with a 5:05 average time on page (61% higher than benchmark) Source: Google Analytics, Oct. 12, 2019
  15. 15. Directory 15 Directory received 935 pageviews from Jul. 1 – Oct. 11 with a 4:13 average time on page (34% higher than benchmark) Source: Google Analytics, Oct. 12, 2019
  16. 16. Podcasts 16 72 email pitches opened by podcasters containing 14 page pre- production sheet with 18:36 of interviews Source: Sendgrid, Oct. 12, 2019
  17. 17. Questions/Comments 17 Eisaiah Engel Co-Author, Founder Friendly Standard Twitter: @eisaiah_e For questions/comments related to this campaign, please reach out to: