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Duke ECE 490L: How to Start New Ventures in
Electrical and Computer Engineering
Poornima Vijayashanker
poornima@femgineer....
Review
• Breaking down features into stories
• Prioritizing product development
• Process for shipping consistently

Duke ...
Review Session:
Wednesday October 23, 2013
DUHatch

Idea Summary
Sign up for a session here!

3
Agenda
• Scrapping Marketing
• SEO
• e-mail
• Social Media

Duke ECE 490L
4
Case Study #1: Food on the Table
• Creates

weekly meal plans and grocery lists, and hooks
into grocery stores to find best...
Not enough to build a product...

Duke ECE 490L
6
We also need to build awareness amongst
early adopters.

Duke ECE 490L
7
Market Share v. Market Adoption

Duke ECE 490L
8
We need scalable strategies.

Duke ECE 490L
9
Strategies that will have a multiplying effect.

Duke ECE 490L
10
Need strategies that will still work even as
you grow.

Duke ECE 490L
11
To Build Awareness

• Marketing

with a shoestring budget
• Need to attract early adopters
• Long term strategy

Duke ECE ...
Too many channels, too little time.

Duke ECE 490L
13
Customers

Channel

Duke ECE 490L
14
Comes back to mental models.

Duke ECE 490L
15
Experiment & measure to figure out
best channel.

Duke ECE 490L
16
Include investigation of channels in
your customer interview.

Duke ECE 490L
17
Channels will change!

Duke ECE 490L
18
Social

Search

e-mail

Duke ECE 490L
19
Content marketing.

Duke ECE 490L
20
Storytelling.

Duke ECE 490L
21
Storytelling

• Relatable
• Capture

values
• Repeatable
• Solve a problem or Create an opportunity

Duke ECE 490L
22
Capturing user’s experience.

Duke ECE 490L
23
Landing Page
OR
Blog Post

Duke ECE 490L
24
Case Study #2: Mint.com

• Why?

Makes your financial life easier.
• How? Putting all your financial information in one plac...
Duke ECE 490L
26
Duke ECE 490L
27
Case Study #3: Evernote

Why?

How?
What?

Duke ECE 490L
28
Once we’ve told the story we need to get
technical.

Duke ECE 490L
29
Social

Search

e-mail

Duke ECE 490L
30
1. SEO

Duke ECE 490L
31
Search engine optimization (SEO) is the process
of affecting the visibility of a website or a web page
in a search engine's...
Location. Location. Location.

Duke ECE 490L
33
SEO is powerful.

Duke ECE 490L
34
SEO Will Only Work If...

are patient, it is a long term strategy.
• You’re customers are searching for your product or
se...
SEO Has a Longer Shelf Life

• Tweet:

minutes maybe hours.
• Email: 7 days max!
• AdWords: turn it off and you’re history....
Google Wants to be TOP Search Engine
needs to provide clean content
• Relevant
• Timely
• Accessible
• Fast
• It

Duke ECE...
Make a crawler your BFF!

Duke ECE 490L
38
Crawlers LOVE
• Links
• Clear

site structure
• Clear navigation (internal links to webpages)
• HTML & CSS (JavaScript & A...
DINGS
• Keyword

stuffing
• Duplicate content

Duke ECE 490L
40
Can only crawl public sites, no logins!

Duke ECE 490L
41
Check if you’ve been indexed.

Duke ECE 490L
42
How to Become Crawl Worthy

• Optimize

headlines and titles.

• Title

Tag
<head>
<title>Example Title</title>
</head>  
...
How to Become Crawl Worthy Continued
• URL
•

Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/

•

Bad U...
Blogger’s block.

Duke ECE 490L
45
Easy Methods to Create Content

• Be

observant
• Turn conversations into posts.
• Showcase: customers (case studies) and ...
Tools

• OpenSite

Explorer: search engine for links
• Who is currently linking to you
• Search for broken links
• Who is ...
Tools Continued
• Google

Keyword Tool

•

Search volume

•

Competition

•

Long tail keywords

• Google
•

track links

...
Improve Search Rankings
• Do

an SEO Audit of entire site
• Long tail search terms
• Consider location - submit to local d...
Social

Search

e-mail

Duke ECE 490L
50
Why We Think E-mail Sucks

• Inbox

clutter
• Low open rate and/or high bounce rate
• Lists & quality of content affect res...
Truth

most targeted communication channel
• $2.1B being spent on e-mail marketing
• Everything matters in email: delivery...
Still don’t believe me?

Duke ECE 490L
53
Duke ECE 490L
54
Building Up Your List
• Opt-in
• Remind

them that they opted in!
• Segment your list e.g. paid v. non-paid, prospects v.
...
Types of E-mails
• Drip

Campaign aka auto-responders, weekly emails
• Sales
• Newsletter

Duke ECE 490L
56
Goals of a Drip Campaign
• Provide

valuable info: e.g. sign up workflow, share
your expertise, countdown to an event
• Kee...
Drip Campaign Process

Create list.
Automatically
add or pull
together
contacts.

Create
stages and
frequency.

Figure out...
Drip Campaign: 2 Week Trial

1. How to get
setup.

2. Feature benefits
to business.

3. Additional
resources e.g.
customer ...
More personalized the message the better!

Duke ECE 490L
60
Did they buy
something?

Did they just
sign up?

Keep it
short.

Follow up!

Action Item!

Compelling
subject line.

Duke ...
Why are we doing all of this again?

Duke ECE 490L
62
Attract early adopters!

Duke ECE 490L
63
Reuse content!

Duke ECE 490L
64
Common Re-uses
• Snippet

of blog post in an e-mail
• E-mail can also become a blog post
• Tweet out blog post periodicall...
Social

Search

e-mail

Duke ECE 490L
66
Your audience must be social.

Duke ECE 490L
67
Comes back to mental models.

Duke ECE 490L
68
Social
• User’s

persona
• User’s behavior
• Awareness v. Intent (search)

Duke ECE 490L
69
Need to build an audience.

Duke ECE 490L
70
Building Up Followers
• Follow

a diverse set
• Follow what they share
• Follow their followers
• Engage in conversations
...
Understand audience.

Duke ECE 490L
72
Test if you can sell to audience.

Duke ECE 490L
73
Case Study #4: Femgineer
• Content

Marketing
• Persona of Twitter Followers
• Value Add + Sales

Duke ECE 490L
74
Channel’s effectiveness comes down to
analytics.

Duke ECE 490L
75
May uncover more channels.

Duke ECE 490L
76
EXERCISE

KEY OBJECTIVE(S)

AGENDA

Understand how to build
a feature within the
context of a business
goal, and break it ...
Review
• Scrapping Marketing
• SEO
• e-mail
• Social Media

Duke ECE 490L
78
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Lecture 15: Product Marketing

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In this lecture Poornima covers some product marketing strategies that scrappy startups can use such as search, social media, and email campaigns.

You can watch the lecture here: http://youtu.be/ShCs1oKJdBI

Published in: Technology, Education
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Lecture 15: Product Marketing

  1. 1. Duke ECE 490L: How to Start New Ventures in Electrical and Computer Engineering Poornima Vijayashanker poornima@femgineer.com Jeff Glass jeff.glass@duke.edu Akshay Raut ar118@duke.edu 1
  2. 2. Review • Breaking down features into stories • Prioritizing product development • Process for shipping consistently Duke ECE 490L 2
  3. 3. Review Session: Wednesday October 23, 2013 DUHatch Idea Summary Sign up for a session here! 3
  4. 4. Agenda • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 4
  5. 5. Case Study #1: Food on the Table • Creates weekly meal plans and grocery lists, and hooks into grocery stores to find best deals for ingredients • Began with a single customer! • Interviewed customers are local super markets. • Signed up 1st customer and dropped off groceries weekly. • Collected $9.95 on each visit! Duke ECE 490L 5
  6. 6. Not enough to build a product... Duke ECE 490L 6
  7. 7. We also need to build awareness amongst early adopters. Duke ECE 490L 7
  8. 8. Market Share v. Market Adoption Duke ECE 490L 8
  9. 9. We need scalable strategies. Duke ECE 490L 9
  10. 10. Strategies that will have a multiplying effect. Duke ECE 490L 10
  11. 11. Need strategies that will still work even as you grow. Duke ECE 490L 11
  12. 12. To Build Awareness • Marketing with a shoestring budget • Need to attract early adopters • Long term strategy Duke ECE 490L 12
  13. 13. Too many channels, too little time. Duke ECE 490L 13
  14. 14. Customers Channel Duke ECE 490L 14
  15. 15. Comes back to mental models. Duke ECE 490L 15
  16. 16. Experiment & measure to figure out best channel. Duke ECE 490L 16
  17. 17. Include investigation of channels in your customer interview. Duke ECE 490L 17
  18. 18. Channels will change! Duke ECE 490L 18
  19. 19. Social Search e-mail Duke ECE 490L 19
  20. 20. Content marketing. Duke ECE 490L 20
  21. 21. Storytelling. Duke ECE 490L 21
  22. 22. Storytelling • Relatable • Capture values • Repeatable • Solve a problem or Create an opportunity Duke ECE 490L 22
  23. 23. Capturing user’s experience. Duke ECE 490L 23
  24. 24. Landing Page OR Blog Post Duke ECE 490L 24
  25. 25. Case Study #2: Mint.com • Why? Makes your financial life easier. • How? Putting all your financial information in one place. • What? Aggregating accounts, creating budgets, automatically sending alerts, capturing investments, and tracking loans. Duke ECE 490L 25
  26. 26. Duke ECE 490L 26
  27. 27. Duke ECE 490L 27
  28. 28. Case Study #3: Evernote Why? How? What? Duke ECE 490L 28
  29. 29. Once we’ve told the story we need to get technical. Duke ECE 490L 29
  30. 30. Social Search e-mail Duke ECE 490L 30
  31. 31. 1. SEO Duke ECE 490L 31
  32. 32. Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. Duke ECE 490L 32
  33. 33. Location. Location. Location. Duke ECE 490L 33
  34. 34. SEO is powerful. Duke ECE 490L 34
  35. 35. SEO Will Only Work If... are patient, it is a long term strategy. • You’re customers are searching for your product or services. • You adhere to ALL the following strategies. • You Duke ECE 490L 35
  36. 36. SEO Has a Longer Shelf Life • Tweet: minutes maybe hours. • Email: 7 days max! • AdWords: turn it off and you’re history. Duke ECE 490L 36
  37. 37. Google Wants to be TOP Search Engine needs to provide clean content • Relevant • Timely • Accessible • Fast • It Duke ECE 490L 37
  38. 38. Make a crawler your BFF! Duke ECE 490L 38
  39. 39. Crawlers LOVE • Links • Clear site structure • Clear navigation (internal links to webpages) • HTML & CSS (JavaScript & AJAX is harder) • Categories • Short URLs Duke ECE 490L 39
  40. 40. DINGS • Keyword stuffing • Duplicate content Duke ECE 490L 40
  41. 41. Can only crawl public sites, no logins! Duke ECE 490L 41
  42. 42. Check if you’ve been indexed. Duke ECE 490L 42
  43. 43. How to Become Crawl Worthy • Optimize headlines and titles. • Title Tag <head> <title>Example Title</title> </head>   Duke ECE 490L 43
  44. 44. How to Become Crawl Worthy Continued • URL • Good URL Structure: http://www.dmoz.org/Games/Video_Games/History/ • Bad URL Structure: http://www.imdb.com/title/tt0468569/ • Images are indexed too! Provide clear image tags and names. • <img src="http://www.example.com/example.png" alt="Keyword"> • Link traffic: guest blog posts and press pieces. Duke ECE 490L 44
  45. 45. Blogger’s block. Duke ECE 490L 45
  46. 46. Easy Methods to Create Content • Be observant • Turn conversations into posts. • Showcase: customers (case studies) and experts (interviews). • Start linking to other sites! (People check their referral traffic sources.) Duke ECE 490L 46
  47. 47. Tools • OpenSite Explorer: search engine for links • Who is currently linking to you • Search for broken links • Who is linking to competitors Duke ECE 490L 47
  48. 48. Tools Continued • Google Keyword Tool • Search volume • Competition • Long tail keywords • Google • track links • referral traffic • conversions • Analytics setup goals Duke ECE 490L 48
  49. 49. Improve Search Rankings • Do an SEO Audit of entire site • Long tail search terms • Consider location - submit to local directories Duke ECE 490L 49
  50. 50. Social Search e-mail Duke ECE 490L 50
  51. 51. Why We Think E-mail Sucks • Inbox clutter • Low open rate and/or high bounce rate • Lists & quality of content affect results Duke ECE 490L 51
  52. 52. Truth most targeted communication channel • $2.1B being spent on e-mail marketing • Everything matters in email: delivery timing, subject, sender, and message • The Duke ECE 490L 52
  53. 53. Still don’t believe me? Duke ECE 490L 53
  54. 54. Duke ECE 490L 54
  55. 55. Building Up Your List • Opt-in • Remind them that they opted in! • Segment your list e.g. paid v. non-paid, prospects v. customer • Frequently opened • Location • Characteristics Duke ECE 490L 55
  56. 56. Types of E-mails • Drip Campaign aka auto-responders, weekly emails • Sales • Newsletter Duke ECE 490L 56
  57. 57. Goals of a Drip Campaign • Provide valuable info: e.g. sign up workflow, share your expertise, countdown to an event • Keep customers engaged and stay relevant! • Not to spam • Consistent frequency: weekly or monthly Duke ECE 490L 57
  58. 58. Drip Campaign Process Create list. Automatically add or pull together contacts. Create stages and frequency. Figure out your message. Week 1. Week 2. Value of product. Schedule it out. Use an e-mail marketing tool. Review stats. Open rate. Bounce. Links clicked on. Duke ECE 490L 58
  59. 59. Drip Campaign: 2 Week Trial 1. How to get setup. 2. Feature benefits to business. 3. Additional resources e.g. customer support. 4. Reiterate value proposition. 5. Close First day. Day 2 or 3. Day 5. Week 2. 14th day. Duke ECE 490L 59
  60. 60. More personalized the message the better! Duke ECE 490L 60
  61. 61. Did they buy something? Did they just sign up? Keep it short. Follow up! Action Item! Compelling subject line. Duke ECE 490L 61
  62. 62. Why are we doing all of this again? Duke ECE 490L 62
  63. 63. Attract early adopters! Duke ECE 490L 63
  64. 64. Reuse content! Duke ECE 490L 64
  65. 65. Common Re-uses • Snippet of blog post in an e-mail • E-mail can also become a blog post • Tweet out blog post periodically Duke ECE 490L 65
  66. 66. Social Search e-mail Duke ECE 490L 66
  67. 67. Your audience must be social. Duke ECE 490L 67
  68. 68. Comes back to mental models. Duke ECE 490L 68
  69. 69. Social • User’s persona • User’s behavior • Awareness v. Intent (search) Duke ECE 490L 69
  70. 70. Need to build an audience. Duke ECE 490L 70
  71. 71. Building Up Followers • Follow a diverse set • Follow what they share • Follow their followers • Engage in conversations • Take conversations offline Duke ECE 490L 71
  72. 72. Understand audience. Duke ECE 490L 72
  73. 73. Test if you can sell to audience. Duke ECE 490L 73
  74. 74. Case Study #4: Femgineer • Content Marketing • Persona of Twitter Followers • Value Add + Sales Duke ECE 490L 74
  75. 75. Channel’s effectiveness comes down to analytics. Duke ECE 490L 75
  76. 76. May uncover more channels. Duke ECE 490L 76
  77. 77. EXERCISE KEY OBJECTIVE(S) AGENDA Understand how to build a feature within the context of a business goal, and break it down into stories. 10 minutes 1.Choose a business goal from last week’s product roadmap exercise. 2.Pick one feature. 3.Break the feature down into stories. 4.Highlight scope creep! DELIVERABLE RESOURCES Stories for one feature. Sprint.ly 77
  78. 78. Review • Scrapping Marketing • SEO • e-mail • Social Media Duke ECE 490L 78

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