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Startup Marketing Playbook
Setting Up a Social Marketing Platform in 6 weeks

Q1.2014
Saren Sakurai
sarensakurai.com
If you don’t promote it,
it doesn’t exist.
Today’s Objectives

•Introduce the Digital Marketing Ecosystem
•40 Tactics to Brand Yourself Online
•Outline a 6 Week Plan...
Table of Contents

Week One
Establish
Your Brand
Online

Week Two
Establish a
Central
Brand Hub

Week Three
Meet Your
Audi...
The Big Picture
The Ecosystem

The Wheel of Marketing
by Oli Gardner
The Social Media Slice

The Wheel of Marketing
by Oli Gardner
There are plenty of channels
The Real Power of Social Marketing

•Meeting users where they dwell
•Real time listening and responding
•Building relation...
Goals for Social Media Marketing

• Build brand awareness
• Find new customers/users
• Introduce new products
• Sell produ...
My Approach

•Establish Your Brand Hub
•Define Your Audience
•Find and Connect with Key Channels
•Begin a “Test & Learn” P...
Two Quick Tips

Before You Start

0.0
Photo by http://www.flickr.com/photos/jon_marshall/
Get a Great Browser

0.1

Best feature: multiple user accounts
Get a Management Tool
TweetDeck

0.2

Best feature: scheduling your posts.
Week One

Establish Your Brand

1.0
Photo by http://www.flickr.com/photos/powerbooktrance/
Get a Google Account

1.1

This will be your Master Admin account.
Secure Your Domain Name

1.2

Get .com, .net, and .org
Register Everywhere

1.3

NameChk.com
Connect Your Team

1.4

Google has email, docs & hangouts.
Set Up an Email List

1.5

Free up to 2000 subscribers.
Get a Brand Identity

1.6

See OC Designer & Developer Matchmaking
Choose a Font

1.6.1

Google webfonts are free.
Choose a Color

1.6.2
Set Up a Facebook Page

1.7
Get Social Kit

1.7.1

http://socialkit.madebysource.com
Week Two

Establish a Central Hub

2.0

Photo by Lisa Cousineau (http://www.artis
Choose a Web Host

2.1

Get just what you need. You can upgrade later.
Amazon Web Services

2.1.1

http://aws.amazon.com/free/
★

Set Up a CMS

2.2

I recommend Wordpress.org
Get a Good Looking Theme

2.3

Premium themes run around $30
Get the Crucial Plug-ins

2.4
Spam Blocker

2.4.1

Akismet.com
S.E.O.

2.4.2

Wordpress SEO by Yoast
Social Sharing Tools

2.4.3

Socializer
Post Scheduler

2.4.4

Editorial Calendar
Google Analytics

2.4.5

Super Simple Google Analytics
Launch ‘Coming Soon’

2.5

seedprod.com
Write an ‘About Us’ Page

2.6

Highly trafficked by new users.
Befriend Webmaster

2.7

This is crucial for SEO.
Week Three

Meet Your Audience

3.0
Photo by http://www.flickr.com/photos/
jaredeberhardt/
Describe Your Target

3.1

Write down a description. Workshop it.
Define Demographics

3.2

Try the Facebook Ad Tool.
Create Some Personas

3.3
http://www.flickr.com/photos/aehohikaruki/

Choose photos and names.
http://www.flickr.com/photos...
Personas are NOT Profiles

•Describe your target in 1st person.
•List their pain points and needs.
•List their objectives
...
Find Their Hangouts

3.4

Google.com/AdPlanner
Check Quantcast

3.4.1

quantcast.com
Check Alexa

3.4.2

alexa.com
Choose Some Key Channels

3.5

Start slow and grow.
Communications

•Add Channels Conservatively
•Write Natively in Each Channel
•Drive Conversation Back to Hub

3.5.1

Start...
Brand Each Channel

3.6

Stay true to your brand identity.
Connect Friends & Family

3.7
Week Four

Find Your Influencers

4.0
Photo by: http://flickr.com/photos/
cmichel67/
Leverage Klout

4.1

Look for a Klout.com score over 40
Try All the Trackers

4.1.1
Note Categories & Tags

4.2

They are your high-value keywords.
Search & Build Lists

4.2.1

Makes for easier reading.
Join Groups, Like Pages

4.3

Browse as your Facebook Page
Create & Follow Circles

4.4

Google+
Ask & Answer

4.5

Quora.com
★

Listen & Learn

4.6

Twitter + SocialBro
Truly Follow People

4.7

Turn acquaintances into friends
Write Down Patterns

4.7.1

Free data is everywhere. Use it.
Week Five

Dig for Content

5.0

Photo by http://www.flickr.com/photos/
★

Compile Your Keywords

5.1

adwords.google.com
Find Content Sources

5.2

alltop.com
Find Content Producers

5.3

wefollow.com
Track Trends

5.4

http://search.twitter.com
Subscribe to Everything

5.5

RSS feeds rule.
Set Email Alerts

5.6

Set to weekly to avoid overload.
Ask for Recommendations

5.7

From friends, co-workers, forums & groups
Week Six

Collect & Curate

6.0
Pin Pictures on Pinterest

6.1

Fastest site to 10 million users ever.
Like Videos on YouTube

6.2

Second largest search engine.
Favorite Tweets

6.3

http://twitter.com/#!/saren/favorites
Like on Instagram

6.4

Statigr.am makes this easy.
Retweet on Twitter

6.5

Twitter.com
Prepare to Blog

6.6

Content Strategy is a future presentation.
Sign Up Subscribers

6.7
Track Your Progress

Six Week Checklist

DO IT
Photo by: http://flickr.com/photos/32961941@N03
Marketing Playbook Checklist
Week One

Week Two

Week Three

Establish Your Brand

Establish a Hub

Meet Your Audience

We...
After six weeks you will

•Own your digital brand
•Be much closer to your consumer
•Be connected to influencers
•Be sharin...
Thank You.

sarensakurai.com
@saren

Ask me about: Pitching, Emotional Design, Content Strategy, Storytelling & Gamificati...
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Startup Marketing Playbook

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A down-and-dirty, tactic-laden, six-week program to develop a digital brand online. As you build out a content platform to promote your brand through social channels, and a digital hub to handle in-bound traffic, you'll need a variety of low-cost, effective tools and tactics to help you get the most out of your marketing efforts. This presentation will help. Updated for Q1 2014.

Published in: Business, Technology

Startup Marketing Playbook

  1. 1. Startup Marketing Playbook Setting Up a Social Marketing Platform in 6 weeks Q1.2014
  2. 2. Saren Sakurai sarensakurai.com
  3. 3. If you don’t promote it, it doesn’t exist.
  4. 4. Today’s Objectives •Introduce the Digital Marketing Ecosystem •40 Tactics to Brand Yourself Online •Outline a 6 Week Plan to Launch
  5. 5. Table of Contents Week One Establish Your Brand Online Week Two Establish a Central Brand Hub Week Three Meet Your Audience
 Week Four Find Influencers
 Week Five Dig for Content
 Week Six Collect & Curate
 Each daily task should take >1 Hour
  6. 6. The Big Picture
  7. 7. The Ecosystem The Wheel of Marketing by Oli Gardner
  8. 8. The Social Media Slice The Wheel of Marketing by Oli Gardner
  9. 9. There are plenty of channels
  10. 10. The Real Power of Social Marketing •Meeting users where they dwell •Real time listening and responding •Building relationships •Building loyalty
  11. 11. Goals for Social Media Marketing • Build brand awareness • Find new customers/users • Introduce new products • Sell products/services
  12. 12. My Approach •Establish Your Brand Hub •Define Your Audience •Find and Connect with Key Channels •Begin a “Test & Learn” Phase with Content We’ll talk Content Strategy later.
  13. 13. Two Quick Tips Before You Start 0.0 Photo by http://www.flickr.com/photos/jon_marshall/
  14. 14. Get a Great Browser 0.1 Best feature: multiple user accounts
  15. 15. Get a Management Tool TweetDeck 0.2 Best feature: scheduling your posts.
  16. 16. Week One Establish Your Brand 1.0 Photo by http://www.flickr.com/photos/powerbooktrance/
  17. 17. Get a Google Account 1.1 This will be your Master Admin account.
  18. 18. Secure Your Domain Name 1.2 Get .com, .net, and .org
  19. 19. Register Everywhere 1.3 NameChk.com
  20. 20. Connect Your Team 1.4 Google has email, docs & hangouts.
  21. 21. Set Up an Email List 1.5 Free up to 2000 subscribers.
  22. 22. Get a Brand Identity 1.6 See OC Designer & Developer Matchmaking
  23. 23. Choose a Font 1.6.1 Google webfonts are free.
  24. 24. Choose a Color 1.6.2
  25. 25. Set Up a Facebook Page 1.7
  26. 26. Get Social Kit 1.7.1 http://socialkit.madebysource.com
  27. 27. Week Two Establish a Central Hub 2.0 Photo by Lisa Cousineau (http://www.artis
  28. 28. Choose a Web Host 2.1 Get just what you need. You can upgrade later.
  29. 29. Amazon Web Services 2.1.1 http://aws.amazon.com/free/
  30. 30. ★ Set Up a CMS 2.2 I recommend Wordpress.org
  31. 31. Get a Good Looking Theme 2.3 Premium themes run around $30
  32. 32. Get the Crucial Plug-ins 2.4
  33. 33. Spam Blocker 2.4.1 Akismet.com
  34. 34. S.E.O. 2.4.2 Wordpress SEO by Yoast
  35. 35. Social Sharing Tools 2.4.3 Socializer
  36. 36. Post Scheduler 2.4.4 Editorial Calendar
  37. 37. Google Analytics 2.4.5 Super Simple Google Analytics
  38. 38. Launch ‘Coming Soon’ 2.5 seedprod.com
  39. 39. Write an ‘About Us’ Page 2.6 Highly trafficked by new users.
  40. 40. Befriend Webmaster 2.7 This is crucial for SEO.
  41. 41. Week Three Meet Your Audience 3.0 Photo by http://www.flickr.com/photos/ jaredeberhardt/
  42. 42. Describe Your Target 3.1 Write down a description. Workshop it.
  43. 43. Define Demographics 3.2 Try the Facebook Ad Tool.
  44. 44. Create Some Personas 3.3 http://www.flickr.com/photos/aehohikaruki/ Choose photos and names. http://www.flickr.com/photos/titlap/
  45. 45. Personas are NOT Profiles •Describe your target in 1st person. •List their pain points and needs. •List their objectives •What are their obstacles? •What channels do they use? When? 3.3.1
  46. 46. Find Their Hangouts 3.4 Google.com/AdPlanner
  47. 47. Check Quantcast 3.4.1 quantcast.com
  48. 48. Check Alexa 3.4.2 alexa.com
  49. 49. Choose Some Key Channels 3.5 Start slow and grow.
  50. 50. Communications •Add Channels Conservatively •Write Natively in Each Channel •Drive Conversation Back to Hub 3.5.1 Start slow and grow.
  51. 51. Brand Each Channel 3.6 Stay true to your brand identity.
  52. 52. Connect Friends & Family 3.7
  53. 53. Week Four Find Your Influencers 4.0 Photo by: http://flickr.com/photos/ cmichel67/
  54. 54. Leverage Klout 4.1 Look for a Klout.com score over 40
  55. 55. Try All the Trackers 4.1.1
  56. 56. Note Categories & Tags 4.2 They are your high-value keywords.
  57. 57. Search & Build Lists 4.2.1 Makes for easier reading.
  58. 58. Join Groups, Like Pages 4.3 Browse as your Facebook Page
  59. 59. Create & Follow Circles 4.4 Google+
  60. 60. Ask & Answer 4.5 Quora.com
  61. 61. ★ Listen & Learn 4.6 Twitter + SocialBro
  62. 62. Truly Follow People 4.7 Turn acquaintances into friends
  63. 63. Write Down Patterns 4.7.1 Free data is everywhere. Use it.
  64. 64. Week Five Dig for Content 5.0 Photo by http://www.flickr.com/photos/
  65. 65. ★ Compile Your Keywords 5.1 adwords.google.com
  66. 66. Find Content Sources 5.2 alltop.com
  67. 67. Find Content Producers 5.3 wefollow.com
  68. 68. Track Trends 5.4 http://search.twitter.com
  69. 69. Subscribe to Everything 5.5 RSS feeds rule.
  70. 70. Set Email Alerts 5.6 Set to weekly to avoid overload.
  71. 71. Ask for Recommendations 5.7 From friends, co-workers, forums & groups
  72. 72. Week Six Collect & Curate 6.0
  73. 73. Pin Pictures on Pinterest 6.1 Fastest site to 10 million users ever.
  74. 74. Like Videos on YouTube 6.2 Second largest search engine.
  75. 75. Favorite Tweets 6.3 http://twitter.com/#!/saren/favorites
  76. 76. Like on Instagram 6.4 Statigr.am makes this easy.
  77. 77. Retweet on Twitter 6.5 Twitter.com
  78. 78. Prepare to Blog 6.6 Content Strategy is a future presentation.
  79. 79. Sign Up Subscribers 6.7
  80. 80. Track Your Progress Six Week Checklist DO IT Photo by: http://flickr.com/photos/32961941@N03
  81. 81. Marketing Playbook Checklist Week One Week Two Week Three Establish Your Brand Establish a Hub Meet Your Audience Week Four Week Five Week Six 1.1 Get a Google Account 1.2 Secure Your Domain 1.3 Register on NameChk 1.4 Upgrade to Google Apps 1.5 Sign Up for MailChimp 1.6 Set Identity (Logo/etc.) 1.7 Set Up a Facebook Page Find Influencers 4.1 Leverage Klout.com 4.2 Note Categories & Tags 4.3 Join Groups, Like Pages 4.4 Create & Follow Circles 4.5 Ask & Answer 4.6 Listen & Learn 4.7 Write Down Patterns 2.1 Choose a Web Host 2.2 Choose a Publishing Tool 2.3 Select a Great Theme 2.4 Add in Crucial Plug-ins 2.5 Launch “Coming Soon” 2.6 Write “About Us” Page 2.7 Google Webmaster Dig for Content 5.1 Compile Your Keywords 5.2 Find Content Sources 5.3 Find Content Lists 5.4 Track Trends 5.5 Subscribe to Everything 5.6 Set Email Alerts 5.7 Ask for Recommendations 3.1 Describe Your Target 3.2 Define Demographics 3.3 Create Some Personas 3.4 Find Their Hangouts 3.5 Choose Key Channels 3.6 Brand Each Channel 3.7 Connect Friends & Family Collect & Curate 6.1 Pin Pictures on Pintrest 6.2 Like Videos on YouTube 6.3 Favorite Tweets 6.4 Like on Instagram 6.5 Retweet on Twitter 6.6 Prepare to Blog 6.7 Invite to Join/Follow/Like http://sarensakurai.com/startup-marketing-playbook/ For a PDF of this page, and a library of links, please visit http://sarensakurai.com/
  82. 82. After six weeks you will •Own your digital brand •Be much closer to your consumer •Be connected to influencers •Be sharing as a brand •Start to get great feedback
  83. 83. Thank You. sarensakurai.com @saren Ask me about: Pitching, Emotional Design, Content Strategy, Storytelling & Gamification

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