produced by
Team
Shervin Talieh - Drumbi,Version Zero Labs, OC Tech Startup
Format
2
produced by
Melinda Kim - Aspirely, OC Tech Start...
Agenda
3
‣ Marketing Innovation
‣ Community 101
- Melinda Kim
‣ From 0 to 60: 5 Digital Marketing Tools
- Chris Conrey Par...
Workshop Thesis
4
We are entering an economic cycle of growth
and expansion.The ability to innovate is
what will separate ...
5
Success is the
silent killer of
innovation.
Automation,“group
think”, conventions
and conformity are
the instruments of
...
Base Definition
6
marketing is the process of
communicating the value of a
product or service to customers
and prospects, f...
7
produced by
Marketing initiatives should start with a clear
understanding of purpose and segment
1st impression
with bra...
Traditional Org
8
produced by
marketingsales admin
support
product
leadership
9
Most businesses do
not escape the
growth loop, and
many die in the
process.
produced by
0
12.5
25
37.5
50
Cruising Early...
Marketing Funnel
10
produced by
- Joaquin Designs
what is your
product?
is it right
for me?
why should I
buy yours?
acquis...
Customer Funnel
11
produced by
Too Late
Early
Warning
- Joaquin Designs
what is your
product?
is it right
for me?
why shou...
Assumptive Positioning
12
produced by
Brand Customer
‣ I know my customer
‣ My customer knows me
‣ I have shaped their opi...
New Definition
13
marketing is the process of understanding who
your customers and prospects are, how they view
your produc...
Modern Org
14
produced by
marketing
sales
admin
support
product
➡ Assume you don’t know your customer
➡ Get out of the building (reintroduce yourself)
➡ You can’t market your way out of ...
16
produced by
Community 101
17
produced by
Hi…. It’s me, Melinda
2011 20132012
Wegoz AspirelyTrustVillage
Build it and they’ll come Build Relationship...
18
produced by
Anatomy of a Community
Trusted
Contextual
Collaborative
AuthenticPurpose
Top Users
Engaged Users
Lurkers
Se...
19
produced by
Top Users
Engaged Users
Lurkers
Seekers Naysayers
the role of the brand is to facilitate and
participate in...
20
produced by
Don’t Get it Twisted
community
social media
events, prizes and giveaways
fans, likes, followers
>
21
produced by
Etsy - The Power of Top Users
22
produced by
OC Tech Startup - Curation
23
produced by
Whole Foods - Bricks & Clicks
24
produced by
whether you like it
or not, there’s a
community
focused on your
brand
25
produced byHow I Did It
26
produced by
Who and What…
27
produced by
The 4 Pillars
✓contextual✓trusted
✓collaborative ✓authentic
28
produced by
Evangelists
29
produced by
Your Objective
Top Users
Engaged Users
Lurkers
Seekers Naysayers
produced by
From 0 to 60
5 Digital MarketingToolsTo
LaunchWith
Chris Conrey - Levers
Problem 1
31
produced by
What should I pay attention to?
32
produced by
CPA ROI
MAR
GIN
Minimize
the cost of
each
customer
acquisition
Maximize
revenue
for every
dollar
spent
Mini...
33
produced by
MARGIN
ROI
Problem 2
34
produced by
How do I know what is working or not?
Google Analytics - Track Everything
35
produced by
Google URL Builder
36
produced by
Everything gets it’s own link.
Easy Setup
37
produced by
Problem 3
38
produced by
No one knows I exist!
SEO and SEM
39
produced by
Get found organically or in Ads
SEO
40
produced by
Content. More content. Even more content.
SEO
41
produced by
Onsite First - Then Off Site Links
SEM = Advertising
42
produced by
➡ Adwords
➡ Bing AdCenter
➡ Facebook Ads
➡ LinkedIn Ads
➡ others
Pay Per Click (ppc)
43
produced by
Find your targets that convert
BONUS
44
produced by
Retargeting
You know that pair of shoes that follow
you around the Internet?
I do that.
Goal
45
produced by
You make money
46
produced by
EMAIL
PPC
ORGANIC
SEARCH
SOCIAL
OFFLINE
MARKETING
PHONE
CALLS
AFFILIATES
ALL OF THESE SOURCES HAVE
LEVERS T...
47
produced by
produced by
Questions?
Chris Conrey
chris@leve.rs
@conrey
http://leve.rs
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Conversion	
  Rate	
  Op5miza5on
Stacking	
  the	
  Odds	
  for	
  Growth
Sean...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Many	
  Lessons	
  Learned	
  Driving	
  Growth
50
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Most	
  Important	
  Lesson	
  Learned
Conversion	
  Rate	
  Op5miza5on	
  (CR...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
What	
  is	
  Conversion	
  Rate	
  Op5miza5on?
CRO	
  is	
  a	
  process	
  f...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
The	
  Power	
  of	
  CRO
• Makes	
  all	
  marke5ng	
  more	
  profitable
• Op...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Steps	
  to	
  Be$er	
  Conversions
54
Understand	
  
MHX
Baseline	
  
Funnel
...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Verify	
  Product/Market	
  Fit
Large	
  group	
  wants/needs	
  your	
  produ...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Understand	
  “Must	
  Have”	
  Users
Ask	
  following	
  ques5ons…
• How	
  w...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Decide	
  on	
  Your	
  CRO	
  Toolkit
57
Funnel A/B	
  Tes5ng
User	
  
Feedba...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Baseline	
  Funnel	
  Conversions
58
Understand	
  
MHX
Baseline	
  
Funnel
Un...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Understand	
  Ini5al	
  Intent/Desire
59
Understand	
  
MHX
Baseline	
  
Funne...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Uncover	
  Points	
  of	
  Fric5on
• User	
  tes5ng	
  (live	
  or	
  online)
...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Create/Implement	
  Tes5ng	
  Plan
• List	
  key	
  customer	
  goals	
  (from...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Repeat	
  Process	
  Frequently
62
Understand	
  
MHX
Baseline	
  Funnel
Under...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com
Applied	
  to	
  Every	
  Dropbox	
  Onramp
63
Homepage	
  (synch)
Folder	
  S...
Twi$er	
  @SeanEllis Startup-­‐Marke5ng.com 64
Sean	
  Ellis
Founder/CEO	
  of	
  Qualaroo
Blog:	
  Startup-­‐Marke6ng.com...
produced by
Working Session
66
produced by
We are a... I need help with...
“web platform for recruiting industry”
balancing marketing vs. business
dev...
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Innovation Workshop - Your Marketing is Broken! Come fix it!

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UCI, Paul Merage School of Business - The Beall Business Innovation Workshop - Session 2

Lessons from Dropbox, Etsy and other companies. Traditional marketing vs modern marketing.
Marketing analytics.
Community 101.
Conversion optimization.

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Innovation Workshop - Your Marketing is Broken! Come fix it!

  1. 1. produced by
  2. 2. Team Shervin Talieh - Drumbi,Version Zero Labs, OC Tech Startup Format 2 produced by Melinda Kim - Aspirely, OC Tech Startup Charlie Baecker - UCI,The Don Beall Center for Innovation & Entrepreneurship 4-part series, hands-on, no bullshit, discussion based,ASK QUESTIONS! Connecting #innovateuci @calitalieh @melindapkim @conrey @seanellis www.v0labs.com and signup Special contributor Carlos Joaquin, Joaquin Designs cjoaquin.carbonmade.com
  3. 3. Agenda 3 ‣ Marketing Innovation ‣ Community 101 - Melinda Kim ‣ From 0 to 60: 5 Digital Marketing Tools - Chris Conrey Partner atVuurr, cofounder of Levers ‣ Conversion Optimization - Sean Ellis Founder & CEO Qualaroo, marketing leadership roles at Dropbox, Lookout, Xobni, LogMeIn and Uproar ‣ Working Session produced by
  4. 4. Workshop Thesis 4 We are entering an economic cycle of growth and expansion.The ability to innovate is what will separate the winners from the losers, the “good idea” from the killer product. produced by
  5. 5. 5 Success is the silent killer of innovation. Automation,“group think”, conventions and conformity are the instruments of death. High revenues and margins kills hunger, and attracts the hungry. produced by 0 25 50 75 100 Idea Launch Success Scale Revenue Velocity What Kills Innovation? Achilles Zone
  6. 6. Base Definition 6 marketing is the process of communicating the value of a product or service to customers and prospects, for the purpose of selling the product or service - Wikipedia produced by textbook definition
  7. 7. 7 produced by Marketing initiatives should start with a clear understanding of purpose and segment 1st impression with brand cheaper to keep than acquire RetentionAcquisition Yield new customer new segment? let them go missed opportunity share of walletcustomer for life
  8. 8. Traditional Org 8 produced by marketingsales admin support product leadership
  9. 9. 9 Most businesses do not escape the growth loop, and many die in the process. produced by 0 12.5 25 37.5 50 Cruising Early Warning What The... Oh Shit Too Late Marketing Revenue What Kills Growth? Early Warning Temple of Doom
  10. 10. Marketing Funnel 10 produced by - Joaquin Designs what is your product? is it right for me? why should I buy yours? acquisition yieldretention win-back discover consider engage
  11. 11. Customer Funnel 11 produced by Too Late Early Warning - Joaquin Designs what is your product? is it right for me? why should I buy yours? acquisition yieldretention win-back discover consider engage
  12. 12. Assumptive Positioning 12 produced by Brand Customer ‣ I know my customer ‣ My customer knows me ‣ I have shaped their opinion ‣ They don’t know me ‣ My needs have changed ‣ Not sure I know them
  13. 13. New Definition 13 marketing is the process of understanding who your customers and prospects are, how they view your product, what they need, and creating experiences to successfully move them through the funnel (acquisition, retention, yield). produced by modern practice modern marketing places a premium on data- driven, iterative initiatives, and a flexible approach designed to deal with change. math + creative marketing is everything that touches your customer, and it’s everyone’s job. boom modern marketing is proactive, and “always on”.
  14. 14. Modern Org 14 produced by marketing sales admin support product
  15. 15. ➡ Assume you don’t know your customer ➡ Get out of the building (reintroduce yourself) ➡ You can’t market your way out of a bad product situation ➡ Your customer has gone mobile (has your marketing caught up?) ➡ Pro-tip: what if you had $0 to spend? ➡ Bonus Pro-tip: cut ad spending to $0 15 produced by Start from Zero
  16. 16. 16 produced by Community 101
  17. 17. 17 produced by Hi…. It’s me, Melinda 2011 20132012 Wegoz AspirelyTrustVillage Build it and they’ll come Build Relationship andTrust PackagingTrust
  18. 18. 18 produced by Anatomy of a Community Trusted Contextual Collaborative AuthenticPurpose Top Users Engaged Users Lurkers Seekers Naysayers
  19. 19. 19 produced by Top Users Engaged Users Lurkers Seekers Naysayers the role of the brand is to facilitate and participate in the community Brand
  20. 20. 20 produced by Don’t Get it Twisted community social media events, prizes and giveaways fans, likes, followers >
  21. 21. 21 produced by Etsy - The Power of Top Users
  22. 22. 22 produced by OC Tech Startup - Curation
  23. 23. 23 produced by Whole Foods - Bricks & Clicks
  24. 24. 24 produced by whether you like it or not, there’s a community focused on your brand
  25. 25. 25 produced byHow I Did It
  26. 26. 26 produced by Who and What…
  27. 27. 27 produced by The 4 Pillars ✓contextual✓trusted ✓collaborative ✓authentic
  28. 28. 28 produced by Evangelists
  29. 29. 29 produced by Your Objective Top Users Engaged Users Lurkers Seekers Naysayers
  30. 30. produced by From 0 to 60 5 Digital MarketingToolsTo LaunchWith Chris Conrey - Levers
  31. 31. Problem 1 31 produced by What should I pay attention to?
  32. 32. 32 produced by CPA ROI MAR GIN Minimize the cost of each customer acquisition Maximize revenue for every dollar spent Minimize ad spend as a percent of revenue
  33. 33. 33 produced by MARGIN ROI
  34. 34. Problem 2 34 produced by How do I know what is working or not?
  35. 35. Google Analytics - Track Everything 35 produced by
  36. 36. Google URL Builder 36 produced by Everything gets it’s own link.
  37. 37. Easy Setup 37 produced by
  38. 38. Problem 3 38 produced by No one knows I exist!
  39. 39. SEO and SEM 39 produced by Get found organically or in Ads
  40. 40. SEO 40 produced by Content. More content. Even more content.
  41. 41. SEO 41 produced by Onsite First - Then Off Site Links
  42. 42. SEM = Advertising 42 produced by ➡ Adwords ➡ Bing AdCenter ➡ Facebook Ads ➡ LinkedIn Ads ➡ others
  43. 43. Pay Per Click (ppc) 43 produced by Find your targets that convert
  44. 44. BONUS 44 produced by Retargeting You know that pair of shoes that follow you around the Internet? I do that.
  45. 45. Goal 45 produced by You make money
  46. 46. 46 produced by EMAIL PPC ORGANIC SEARCH SOCIAL OFFLINE MARKETING PHONE CALLS AFFILIATES ALL OF THESE SOURCES HAVE LEVERS THAT MANIPULATE THEIR QUALITY & LIKELIHOOD TO BECOME BUYERS
  47. 47. 47 produced by
  48. 48. produced by Questions? Chris Conrey chris@leve.rs @conrey http://leve.rs
  49. 49. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Conversion  Rate  Op5miza5on Stacking  the  Odds  for  Growth Sean  Ellis August  6th,  2013 Blog:  Startup-­‐Marke5ng.com Twi$er:  @SeanEllis 49
  50. 50. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Many  Lessons  Learned  Driving  Growth 50
  51. 51. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Most  Important  Lesson  Learned Conversion  Rate  Op5miza5on  (CRO)   the  most  profitable  lever  for  growth 51
  52. 52. Twi$er  @SeanEllis Startup-­‐Marke5ng.com What  is  Conversion  Rate  Op5miza5on? CRO  is  a  process  for  crea5ng  a  more  effec5ve  website . • For  you  –  maximize  your  business  objec5ves • For  customers  –  improve  their  experience 52
  53. 53. Twi$er  @SeanEllis Startup-­‐Marke5ng.com The  Power  of  CRO • Makes  all  marke5ng  more  profitable • Opens  new  profitable  growth  channels • Break  through  compe55on  for  a$en5on • Improves  customer  happiness • Always  room  for  improvement 53
  54. 54. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Steps  to  Be$er  Conversions 54 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions
  55. 55. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Verify  Product/Market  Fit Large  group  wants/needs  your  product  –  “must  have” 55 Measure  your  P/M  Fit Free  at  Survey.io
  56. 56. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Understand  “Must  Have”  Users Ask  following  ques5ons… • How  would  you  feel  without  X?  (Very  disappointed) • What  is  the  primary  benefit  you  receive? • Why  is  that  benefit  important  for  you? 56 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions
  57. 57. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Decide  on  Your  CRO  Toolkit 57 Funnel A/B  Tes5ng User   Feedback Other
  58. 58. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Baseline  Funnel  Conversions 58 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions
  59. 59. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Understand  Ini5al  Intent/Desire 59 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions Target  Search  VisitsTarget  1st  Time  Visitors
  60. 60. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Uncover  Points  of  Fric5on • User  tes5ng  (live  or  online) • Survey  to  uncover  conversion  issues 60 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions
  61. 61. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Create/Implement  Tes5ng  Plan • List  key  customer  goals  (from  research) • List  key  issues  to  solve  (from  research) • Determine  baseline  and  goal  conversions • Determine  value  of  reaching  goals • Script  your  first  ten  tests • Start  tes5ng  (ensure  sufficient  sample  size) 61 Understand   MHX Baseline   Funnel Understand   Visitors Op6mize Conversions
  62. 62. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Repeat  Process  Frequently 62 Understand   MHX Baseline  Funnel Understand   Visitors Op6mize Conversions Always  a  beHer  way  to  do  everything…
  63. 63. Twi$er  @SeanEllis Startup-­‐Marke5ng.com Applied  to  Every  Dropbox  Onramp 63 Homepage  (synch) Folder  Share   (Collaborate) File  Share (Send)
  64. 64. Twi$er  @SeanEllis Startup-­‐Marke5ng.com 64 Sean  Ellis Founder/CEO  of  Qualaroo Blog:  Startup-­‐Marke6ng.com TwiHer:  @SeanEllis Want  more  CRO  6ps? See  free  beginners  guide  to  conversion  rate  op6miza6on www.Qualaroo.com/CRO-­‐Guide
  65. 65. produced by Working Session
  66. 66. 66 produced by We are a... I need help with... “web platform for recruiting industry” balancing marketing vs. business development “education startup” how to break into complex landscape and user base “lawn and garden retailer” wow to make gardening less intimidating

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