the startup code 2016: making your startup shine

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MAKE YOUR STARTUP SHINE WITH BRANDING, PR AND SOCIAL

January 26, 2016

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

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

DESIGN

EXPERIENCE

CONSISTENCY

COMMUNITY

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

MythBuild a better mousetrap and the world will beat a path to your door.

MythMedia comes first, customers and community come later.

MythCommunity is only about social media.

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

MythOne article in the New York Times is going to make my business!

MythJust find a PR person with great contacts who can whisper in the ears of journalists.

MythReporters will find your story.

MythReporters do the writing.

MythI can measure everything in Google Analytics.

MythPay for play is junk.

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

A JOURNALIST TRIES TO MAKE SENSE OF THE NEW MARKETING LANDSCAPE

http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/

THERE IS A CONVERGENCE HAPPENING IN MARKETING

Image courtesy IDG

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

THE EVOLUTION OF MARKETING TECHNOLOGY: 1970-TOMORROW

Take your customer database and digitize it: telesalesThen port it to the personal computer: contact management softwareThen add collaboration, lead scoring and reporting: sales force automationThen port it to the web and add lifecycle management: customer relationship managementThen add SEO and some automation scripts: marketing automationThen add omnichannel support and mix in some consumer empowerment: digital marketing hub

http://www.crmswitch.com/crm-industry/crm-industry-history/

VISUALIZING THE DIGITAL MARKETING HUB

CMS/CRMor

MarketingAutomation

Platform

Email Marketing System

Facebook

Twitter

Other Social Channels

Web / Mobile / Tablet

F2F

HootsuiteTweetdeck

Google AnalyticsLink Shorteners

IFTTT

Buffer

VISUALIZING THE DIGITAL MARKETING HUB

Knowledge

Interest

Intent

Action

Awareness

YourMarketing Hub

Your Sales & Marketing Process

Your Channels

TRANSITIONING TO A DIGITAL MARKETING HUB, OR, DON’T PANIC!

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

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 ActivationClicks to Read More on Site

HOW TO MEASURE SUCCESS

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)

SO, YOU WANT TO CALCULATE ROI?

ROI is just 1 metricIt may not even be the most important metric!

VALUATION IS JUST ONE OF FIVE KEY METRIC CATEGORIES

1. Inputs2. Outputs3. Outtakes4. Outcomes5. Valuation

http://bit.ly/1qMJEep *

Hat tip (or h/t as we say in social media) to “Measurement Queen” Katie Paine

WHAT DRIVES YOU?

AWARENESSIdeal 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 GENERATIONIdeal 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

TAKEAWAYS

1. Your logo is a vessel that is constantly being filled with meaning2. Define the experience you want your customers/partners/employees to have3. Be consistent in your message and your behaviors4. Build your community from Day One5. Create a sustained outreach program – “One and Done” doesn’t work6. Hire people who can message and tell stories consistently7. Understand what and why you’re measuring8. There's no such thing as a Facebook strategy9. Have a conversion strategy in place: It starts with social and ends with your

website10. Analytics are your friend, but measure what counts

©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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