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Mindshare: Building Thought Leadership & Community

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Presented at the 2018 Arab Innovation Academy in Doha, Qatar, this talk focuses on three startup case studies and how they are building mindshare in their communities, even though they are just getting started.

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Mindshare: Building Thought Leadership & Community

  1. 1. MINDSHARE BUILDING THOUGHT LEADERSHIP & COMMUNITY 01.08.18 #AIA2018
  2. 2. CONTENT IS MY LIFE @ericaswallow #AIA2018
  3. 3. CONTENT IS MY HOBBY @ericaswallow #AIA2018
  4. 4. The degree to which your brand is top-of-mind. MINDSHARE
  5. 5. SEARCH ENGINE
  6. 6. SOCIAL NETWORK
  7. 7. TAXI APP
  8. 8. PROFESSIONAL NETWORK
  9. 9. COFFEE
  10. 10. THE AIM OF MINDSHARE IS TO ESTABLISH A BRAND AS ONE OF THE BEST PRODUCT OR SERVICES IN A CATEGORY SUCH THAT IT BECOMES SYNONMOUS WITH THE CATEGORY. Madden, Charles S. "Marketers Battle for Mind Share," Baylor Business ReviewVol. 9 (Spring, 1991). 8–10.
  11. 11. BECOMING SYNONYMOUS @ericaswallow #AIA2018 Adhesive bandages Facial tissues Lip balm
  12. 12. SYNONYMS IN TECH @ericaswallow #AIA2018 Just it. Should we there? I’ll it.
  13. 13. Strategies for building mindshare. HOW?
  14. 14. MANY MARKETING CHANNELS @ericaswallow #AIA2018 WEBSITE SEO / SEM SOCIAL MEDIA EMAIL PODCAST WHITE PAPERS EBOOKS MEDIA EVENTS SPONSORSHIPS RETARGETING ADVERTISING VIDEOS INFOGRAPHICS Bottom line: Understand your audience and what they need.
  15. 15. TWO DOMAINS FOR BUILDING MINDSHARE THOUGHT LEADERSHIP COMMUNITY BUILDING @ericaswallow #AIA2018 Being the go-to opinion leader in an area of expertise. Gathering your target audience with a shared goal in mind.
  16. 16. 02 OOLA 03 ENTREPRENEUR KID01 CONTENTLY STARTUP CASE STUDIES @ericaswallow #AIA2018
  17. 17. A B C D E Audience: Marketers & Writers (two-sided market) Problem: Marketers need content creation help. Freelance writers need more clients. Solution: A platform and marketplace for content creation, from matchmaking to publication. Strategy: Build out both sides of the market while becoming go-to experts in content marketing Success: Works with top brands including GE, American Express, IBM, Walmart, Facebook. Have a high-quality network of 100,000 freelancers spanning 60+ countries. CONTENTLY CASE STUDY @ericaswallow #AIA2018
  18. 18. 01. BLOGS + EMAIL + SOCIAL The Content Strategist (marketers) The Freelancer (writers) 02. EVENTS + CONFERENCES Freelance Writers Meetup (NY) Content Conversations Meetup (NY) The Contently Summit Contently Awards 03. EBOOKS + GUIDES An entire section on the website, dedicated to helping marketers, capturing leads. Plus, a trade book co-authored by the CEO and Editor in Chief. 04. WRITERS PORTFOLIO A tool all writers need. But also an industry standard-setting portfolio that makes Contently network applications and client matching smoother. CONTENTLY’S KEY STRATEGIES @ericaswallow #AIA2018
  19. 19. A B C D E Audience: Active women who wear modestwear Problem: Difficult to find stylish, modest activewear Solution: Performance-engineered, loose-fitting headcovers, tops, and pants Strategy: Building an enthusiastic community of early adopters Success: Landed distribution in Qatar’s top sports apparel store (Sports Corner) within first six months of launch. OOLA CASE STUDY @ericaswallow #AIA2018
  20. 20. 01. INDIEGOGO CAMPAIGN Testing concept and building early adopters with crowdfunding. Raised 225% of goal, a total of $33,790 raised from 115 backers. 02. LADIES-ONLY EVENTS Doha-based, ladies-only athletic events, such as Oola Run, where women gather to exercise (run, bike, walk, dance). Opportunity to test and introduce products. 03. MEDIA COVERAGE Coverage in Al Jazeera, The Gulf Times, Doha News, Entrepreneur, Sisters Magazine. (Ex: When Nike launched sports hijab, Al Jazeera requested comment from CEO Haya Al Ghanim.) 04. BLOG + SOCIAL Highlighting influencers and commenting on relevant news and trends in the modest activewear community. OOLA’S KEY STRATEGIES @ericaswallow #AIA2018
  21. 21. A B C D E Audience: 5-10 year olds; Parents and teachers who want to teach children entrepreneurship Problem: Children do not have access to entrepreneurship education at young ages (5-10) Solution: A suite of products (starting with children’s books) that teach youth entrepreneurship Strategy: Tell child entrepreneur success stories in order to inspire future child entrepreneurs Success: Pre-sold >1,000 books on Kickstarter ($20,010 raised from 226 backers in 27 states and 13 countries) ENTREPRENEUR KID CASE STUDY @ericaswallow #AIA2018
  22. 22. 01. BETA READERS Beta list of 50 parents and entrepreneurs who became early advocates through input on manuscripts and illustrations 02. SEO + BLOG + SOCIAL Google is a common tool for parents and teachers seeking entrepreneurship education resources. From our name to blogging to social and Amazon distribution, we are optimizing for search. 03. SPEAKING Targeted speaking opportunities at youth entrepreneurship camps, entrepreneurship classes, and entrepreneurship-related teacher trainings 04. CURRICULUM DEVELOPMENT Creating standards-aligned lesson plans for easier implementation in classrooms ENTREPRENEUR KID’S KEY STRATEGIES @ericaswallow #AIA2018
  23. 23. What can you learn from these case studies? LESSONS
  24. 24. 1 2 3 MINDSHARE LESSONS LEARNED @ericaswallow #AIA2018 Focus on audience needs. Meet them where they’re at. Provide immense value.
  25. 25. Dominate mindshare. Become synonymous. CHALLENGE
  26. 26. E T hi@ericaswallow.com @ericaswallow Reach out if you’d like to chat about startup marketing, education, or youth entrepreneurship! CONTACT INFORMATION P 870.565.5200 @ericaswallow #AIA2018
  27. 27. PHOTO CREDITS @ericaswallow #AIA2018 Slide 1: Tooma, AIA Day 6 Side 10: Zsolt Fila, Cabbage Slide 24: Chung Ho Leung, Note Taking

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