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The Startup Code 2016: Making Your Startup Shine

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"Make your startup shine with branding, PR and social," the presentation Chuck Tanowitz, Kevin Hart and I shared at The Startup Code 2016 @ MIT conference, called "The Fastest Ways to Grow Your Startup into a Successful Thriving Business"

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The Startup Code 2016: Making Your Startup Shine

  1. 1. MAKE YOUR STARTUP SHINE WITH BRANDING, PR AND SOCIAL January 26, 2016
  2. 2. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  3. 3. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  4. 4. DESIGN
  5. 5. EXPERIENCE
  6. 6. CONSISTENCY
  7. 7. COMMUNITY
  8. 8. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  9. 9. Myth Build a better mousetrap and the world will beat a path to your door.
  10. 10. Myth Media comes first, customers and community come later.
  11. 11. Myth Community is only about social media.
  12. 12. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  13. 13. Myth One article in the New York Times is going to make my business!
  14. 14. Myth Just find a PR person with great contacts who can whisper in the ears of journalists.
  15. 15. Myth Reporters will find your story.
  16. 16. Myth Reporters do the writing.
  17. 17. Myth I can measure everything in Google Analytics.
  18. 18. Myth Pay for play is junk.
  19. 19. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  20. 20. A JOURNALIST TRIES TO MAKE SENSE OF THE NEW MARKETING LANDSCAPE http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/
  21. 21. THERE IS A CONVERGENCE HAPPENING IN MARKETING Image courtesy IDG
  22. 22. CHANNEL MADNESS
  23. 23. WHAT IS CONVERGING? • The marketing technologies that companies use • The marketing strategies that companies engage in • The media categories that individuals and brands use to interact with content and each other • The specific channels where this interaction takes place • The customer and brand experiences • The specific social media platforms and the applications used by brands and individuals
  24. 24. THE EVOLUTION OF MARKETING TECHNOLOGY: 1970-TOMORROW Take your customer database and digitize it: telesales Then port it to the personal computer: contact management software Then add collaboration, lead scoring and reporting: sales force automation Then port it to the web and add lifecycle management: customer relationship management Then add SEO and some automation scripts: marketing automation Then add omnichannel support and mix in some consumer empowerment: digital marketing hub http://www.crmswitch.com/crm-industry/crm-industry-history/
  25. 25. VISUALIZING THE DIGITAL MARKETING HUB CMS/CRM or Marketing Automation Platform Email Marketing System Facebook Twitter Other Social Channels Web / Mobile / Tablet F2F Hootsuite Tweetdeck Google Analytics Link Shorteners IFTTT Buffer
  26. 26. VISUALIZING THE DIGITAL MARKETING HUB Knowledge Interest Intent Action Awareness Your Marketing Hub Your Sales & Marketing Process Your Channels
  27. 27. TRANSITIONING TO A DIGITAL MARKETING HUB, OR, DON’T PANIC!
  28. 28. THE STARTUP MARKETING LIFECYCLE Define what you want your target community to think and do Build a community of brand advocates and ambassadors Engage with your target communities and their influencersENGAGE3 EXTEND2 BRAND1 Evolve your channel strategyCONVERGE4 Figure out what is working, what is not, and make changesMEASURE5
  29. 29. Twitter “Applause Rate” (Favorites, Likes) Low Engagement High Engagement Medium Activation Lead Generation High Activation Share “Amplification Rate” (Retweets) Download Opt In Engage Activate Medium Engagement LinkedIn Activation (Click) “Engagement Rate” (Original Tweets or Replies) Bounce Lands on Slideshare/Blog Post/Website, Reads, No Follow-through Low Activation Clicks to Read More on Site HOW TO MEASURE SUCCESS
  30. 30. THE ESSENTIAL AND BETTER TOOLS FOR MEASURING EFFECTIVENESS ESSENTIAL • Web Analytics (e.g., Google Analytics) (Behavior -> Site Content -> All Pages) • Social media analytics • (Every tool measures differently) BETTER  Campaign Codes +  Link Shortener (e.g., bitly.com) +  Web Analytics (e.g., Google Analytics)
  31. 31. SO, YOU WANT TO CALCULATE ROI? ROI is just 1 metric It may not even be the most important metric!
  32. 32. VALUATION IS JUST ONE OF FIVE KEY METRIC CATEGORIES 1. Inputs 2. Outputs 3. Outtakes 4. Outcomes 5. Valuation http://bit.ly/1qMJEep *  Hat tip (or h/t as we say in social media) to “Measurement Queen” Katie Paine
  33. 33. WHAT DRIVES YOU? AWARENESS Ideal for • Feeding the top of the sales and marketing funnel • Influencing the influencers of big ticket or long lead item purchases • Driving sales of impulse, small ticket or in-store retail items Top campaign/program priorities • Exposure • Eyeballs • Quick purchases Pair with • Strong analytics LEAD GENERATION Ideal for  Going deeper into the sales and marketing funnel  Reaching the buyer of big ticket or long lead items directly  Online sales Top campaign/program priorities  Actions  Wallets Pair with  A solid email marketing program  Marketing automation
  34. 34. TAKEAWAYS 1. Your logo is a vessel that is constantly being filled with meaning 2. Define the experience you want your customers/partners/employees to have 3. Be consistent in your message and your behaviors 4. Build your community from Day One 5. Create a sustained outreach program – “One and Done” doesn’t work 6. Hire people who can message and tell stories consistently 7. Understand what and why you’re measuring 8. There's no such thing as a Facebook strategy 9. Have a conversion strategy in place: It starts with social and ends with your website 10. Analytics are your friend, but measure what counts
  35. 35. ©2015, Eric Mower + Associates (EMA). Brand as Friend is a registered trademark of EMA and its methodologies are proprietary information. All ideas, concepts, strategies, recommendations, trademarks and materials presented in this document by EMA are provided to you to help make an informed decision regarding the use of our ongoing services, and will remain the property of EMA unless otherwise negotiated in a formal agreement with our agency. The use of any EMA presentation concepts and materials outside of a contracted relationship with our agency is prohibited, including the use of this material in-house or with other agencies. By accepting this proposal, you agree to these terms and understand our ideas cannot be employed or further developed without a formal agreement between our agency and your organization. THANK YOU

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