Startup Marketing (Talk at ESMT)

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I gave a talk at the European School of Management & Technology in Berlin about startup marketing & how we do it at SoundCloud. Here are the slides.

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Startup Marketing (Talk at ESMT)

  1. 1. marketing @
  2. 2. HI, I’M THOM.@thomcummingsthom@soundcloud.com
  3. 3. • The world’s leading Social Sound Platform• Passionate community of over 9 million people• Used by professional and amateur content creators in music, podcasting, journalism, field recording, audio messaging, education and more...• Apps for iPhone, Android, iPad, Mac, Desktop & Mobile.• Open platform with over 200 integrated apps• Global reach & growing fast• Three offices: Berlin, SF, London
  4. 4. MARKETING IS DEAD LONG LIVE MARKETING
  5. 5. Marketing is forcompanies who have sucky products Fred Wilson
  6. 6. PUSHPULL
  7. 7. PUSHPULL
  8. 8. The best marketing is to provide a consistently amazing experience Thom Cummings
  9. 9. Feature evaluation Co-branded Email CRM Referrals promotions User surveys Engagement Sales offers Funnel optimisation Product usage Market research Case studies Ethnographics App distribution Newsletters Pricing analysisPredictive modelling Segmentation Press releases SEO Dashboards Creative campaigns Education Partner comms. Videos User profiles Events Find the user. Find the magic. Connect the two.
  10. 10. DATA LED... ...not data driven
  11. 11. Customer LifecycleAwareness Acquisition Engagement Loyalty
  12. 12. Early stage customer generation = ONLINE & OFFLINE HUSTLING• The first 1,000 = Family & Friends• Online ad testing (cheap, scalable on FB, AdWords etc..)• Events (industry, tech, niche... no spend, just networking)• If your product is social, optimise Viral Growth Factor• Create an evangelist community through 1-1 SM interaction
  13. 13. The Toolkit. • Product Market Fit • Pirate Metrics Dashboard • Net Promoter Score • Multivariate and user testing • Funnel management • Cohort analysis (if you’re not measuring it, you’re not doing anything)
  14. 14. Product Market Fit How disappointed would you be if you could no longer use SoundCloud? • Very disappointed • Somewhat disappointed • Not disappointed at all 40% Very disappointedSOURCE: http://startup-marketing.com/the-startup-pyramid/
  15. 15. Pirate Metrics DashboardSOURCE: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  16. 16. Net Promoter ScoreSOURCE: http://www.netpromoter.com/np/calculate.jsp
  17. 17. Multivariate TestingSome useful tools: • Google Website Optimizer • Visual Website Optimizer • Optimizely • Unbounce Landing Pages
  18. 18. but beware...
  19. 19. Design like you’re right and listen like you’re wrong. John Lilly
  20. 20. User TestingSome useful tools: • Usertesting.com • Loop11 • http://usabilla.com/ • http://fivesecondtest.com/
  21. 21. Funnel OptimisationSOURCE http://www.slideshare.net/dcancel/datadriven-marketing
  22. 22. ...in practiceSome useful tools: • Google Analytics • AT Internet • Kiss Metrics • MixPanel
  23. 23. Cohort AnalysisSOURCE http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
  24. 24. You can measure for....... basically anything and everythingBut pick the top 5 relveant metrics for your business + focusE.g.• Retention• Upgrade & Cross-sell• Activation• Social or Engagement measuresSlice it by platform, region, channel, segment...Some useful tools: • KissMetrics • Performable • MixPanel • Spreadsheets!
  25. 25. One more thing...
  26. 26. BRANDING
  27. 27. Thanks! Questions?thom@

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