the startup code 2016: making your startup shine
TRANSCRIPT
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
CHANNEL MADNESS
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
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
“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
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
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