![Page 1: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/1.jpg)
MINDSHAREBUILDING THOUGHT LEADERSHIP & COMMUNITY
01.08.18
#AIA2018
![Page 2: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/2.jpg)
CONTENT IS MY LIFE
@ericaswallow #AIA2018
![Page 3: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/3.jpg)
CONTENT IS MY HOBBY
@ericaswallow #AIA2018
![Page 4: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/4.jpg)
The degree to which your brand is top-of-mind.
MINDSHARE
![Page 5: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/5.jpg)
SEARCH ENGINE
![Page 6: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/6.jpg)
SOCIAL NETWORK
![Page 7: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/7.jpg)
TAXI APP
![Page 8: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/8.jpg)
PROFESSIONAL NETWORK
![Page 9: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/9.jpg)
COFFEE
![Page 10: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/10.jpg)
THE AIM OF MINDSHAREIS TO ESTABLISH
A BRAND
AS ONE OF THE BEST PRODUCT OR SERVICES
IN A CATEGORY
SUCH THAT IT BECOMES
SYNONMOUS
WITH THE CATEGORY.
Madden, Charles S. "Marketers Battle for Mind Share," Baylor Business Review Vol. 9 (Spring, 1991). 8–10.
![Page 11: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/11.jpg)
BECOMING SYNONYMOUS
@ericaswallow #AIA2018
Adhesive bandages Facial tissues Lip balm
![Page 12: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/12.jpg)
SYNONYMS IN TECH
@ericaswallow #AIA2018
Just it.
Should we there?
I’ll it.
![Page 13: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/13.jpg)
Strategies for buildingmindshare.
HOW?
![Page 14: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/14.jpg)
MANY MARKETING CHANNELS
@ericaswallow #AIA2018
WEBSITESEO / SEMSOCIAL MEDIAEMAILPODCASTWHITE PAPERSEBOOKS
MEDIAEVENTSSPONSORSHIPSRETARGETINGADVERTISINGVIDEOSINFOGRAPHICS
Bottom line: Understand your audience and what they need.
![Page 15: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/15.jpg)
TWO DOMAINS FOR BUILDING MINDSHARE
THOUGHTLEADERSHIP
COMMUNITYBUILDING
@ericaswallow #AIA2018
Being the go-to opinion leader in an area of expertise.
Gathering your target audience with a shared goal in mind.
![Page 16: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/16.jpg)
02 OOLA 03 ENTREPRENEUR KID01 CONTENTLY
STARTUP CASE STUDIES
@ericaswallow #AIA2018
![Page 17: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/17.jpg)
A
B
C
D
E
Audience: Marketers & Writers (two-sided market)
Problem: Marketers need content creation help. Freelance writers need more clients.
Solution: A platform and marketplace for content creation, from matchmaking to publication.
Strategy: Build out both sides of the market while becoming go-to experts in content marketingSuccess: Works with top brands including GE, American Express, IBM, Walmart, Facebook. Have a high-quality network of 100,000 freelancers spanning 60+ countries.
CONTENTLY CASE STUDY
@ericaswallow #AIA2018
![Page 18: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/18.jpg)
01. BLOGS + EMAIL + SOCIALThe Content Strategist (marketers)The Freelancer (writers)
02. EVENTS + CONFERENCESFreelance Writers Meetup (NY)Content Conversations Meetup (NY)The Contently SummitContently Awards
03. EBOOKS + GUIDESAn entire section on the website, dedicated to helping marketers, capturing leads.Plus, a trade book co-authored by the CEO and Editor in Chief.
04. WRITERS PORTFOLIOA tool all writers need. But also an industry standard-setting portfolio that makes Contently network applications and client matching smoother.
CONTENTLY’S KEY STRATEGIES
@ericaswallow #AIA2018
![Page 19: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/19.jpg)
A
B
C
D
E
Audience: Active women who wear modestwear
Problem: Difficult to find stylish, modest activewear
Solution: Performance-engineered, loose-fitting headcovers, tops, and pants
Strategy: Building an enthusiastic community of early adopters
Success: Landed distribution in Qatar’s top sports apparel store (Sports Corner) within first six months of launch.
OOLA CASE STUDY
@ericaswallow #AIA2018
![Page 20: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/20.jpg)
01. INDIEGOGO CAMPAIGNTesting concept and building early adopters with crowdfunding. Raised 225% of goal, a total of $33,790 raised from 115 backers.
02. LADIES-ONLY EVENTSDoha-based, ladies-only athletic events, such as Oola Run, where women gather to exercise (run, bike, walk, dance). Opportunity to test and introduce products.
03. MEDIA COVERAGECoverage in Al Jazeera, The Gulf Times, Doha News, Entrepreneur, Sisters Magazine. (Ex: When Nike launched sports hijab, Al Jazeera requested comment from CEO Haya Al Ghanim.)
04. BLOG + SOCIALHighlighting influencers and commenting on relevant news and trends in the modest activewear community.
OOLA’S KEY STRATEGIES
@ericaswallow #AIA2018
![Page 21: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/21.jpg)
A
B
C
D
E
Audience: 5-10 year olds; Parents and teachers who want to teach children entrepreneurship
Problem: Children do not have access to entrepreneurship education at young ages (5-10)
Solution: A suite of products (starting with children’s books) that teach youth entrepreneurship
Strategy: Tell child entrepreneur success stories in order to inspire future child entrepreneurs
Success: Pre-sold >1,000 books on Kickstarter ($20,010 raised from 226 backers in 27 states and 13 countries)
ENTREPRENEUR KID CASE STUDY
@ericaswallow #AIA2018
![Page 22: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/22.jpg)
01. BETA READERSBeta list of 50 parents and entrepreneurs who became early advocates through input on manuscripts and illustrations
02. SEO + BLOG + SOCIALGoogle is a common tool for parents and teachers seeking entrepreneurship education resources. From our name to blogging to social and Amazon distribution, we are optimizing for search.
03. SPEAKINGTargeted speaking opportunities at youth entrepreneurship camps, entrepreneurship classes, and entrepreneurship-related teacher trainings
04. CURRICULUM DEVELOPMENTCreating standards-aligned lesson plans for easier implementation in classrooms
ENTREPRENEUR KID’S KEY STRATEGIES
@ericaswallow #AIA2018
![Page 23: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/23.jpg)
What can you learnfrom these case studies?
LESSONS
![Page 24: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/24.jpg)
1 2 3
MINDSHARE LESSONS LEARNED
@ericaswallow #AIA2018
Focus on audience needs. Meet them where they’re at.
Provide immense value.
![Page 25: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/25.jpg)
Dominate mindshare.Become synonymous.
CHALLENGE
![Page 26: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/26.jpg)
E
T
@ericaswallow
Reach out if you’d like to chat about startup marketing, education, or youth entrepreneurship!
CONTACT INFORMATION
P 870.565.5200
@ericaswallow #AIA2018
![Page 27: AIA2018 - Erica Swallow - Mindshare: Building Thought Leadership & Community](https://reader036.vdocuments.mx/reader036/viewer/2022081605/5a647cd37f8b9a70568b4767/html5/thumbnails/27.jpg)
PHOTO CREDITS
@ericaswallow #AIA2018
Slide 1: Tooma, AIA Day 6 Side 10: Zsolt Fila, CabbageSlide 24: Chung Ho Leung, Note Taking