1.
HOW TO BECOME
A MARKETING
NINJA

2.
Marketing =
community building

3.
Before I HATED the word
community. It seemed
fake.

4.
But I was wrong.
Let me explain you why.

5.
Before people had (almost)
no choice.

6.
So you just needed to
acquire users.

7.
So it was rather easy.
One product = one brand.

8.
And the final goal was to
increase the share of mind
“Share of mind marketing is aimed at
establishing a brand firmly in place as
the first brand people in a market
think of when they need what the
brand offers.“

9.
Look at P&G
in the 80s.

10.
one product
= one brand
= one USP
Unique Selling Proposition :
a short sentence to explain the value proposition of the
brand. The perfect format for a TV Spot (30sec).

11.
Late 90s.
The battle of brand image.

12.
Without the brand most
people go for Pepsi.
With the brand people
go for Coca.
Same for McDonald’s &
Quick (“Nous c’est le
goût“).

13.
2000s.
The battle for attention.

14.
Too many brands.
Too many products.
Too many choices.

15.
You have to fight for a
community of loyal customers.

16.
So they spread your voice, and
tell the world you’re unique.

17.
They don’t find you useful.
They L.O.V.E. you.

18.
Marketing =
community building
Now the word community
makes sense, right?

19.
How do you
build your community ?
1. branding / 2. growth hacking

20.
1. Branding

21.
ChupaChups
Apple
Redbull
Levi’s
Rayban
Coca-Cola
Google
Starbucks
Oasis

22.
1. Branding
1. Branding management
= value creation

23.
your first bareer to entry
is NOT your techology

24.
your first bareer to entry
is NOT your users

25.
your first bareer to entry
is your B.R.A.N.D.

26.
COKE’s market valuation:
without brand value $50B
with brand value $120B

27.
The worst thing that could
happen to Coca-Cola...
is not intoxication,
explosions of facilities, not
even the lose of the recipe

28.
The worst thing that could
happen to Coca-Cola...
is collective amnesia.

29.
1. Branding
2. What the brand is

30.
A brand is just not a
name.

31.
A brand is
representation & relationships.

32.
A brand is the way you talk.
In your website, in your app,
in your emails...

33.
Chrome AppSumo
The world champion of copy
is MailChimp (others are good too)
OKCupid

34.
http://www.voiceandtone.com/
By the way, MailChimp has made
an incredible guide for copy.

35.
A brand is the way you behave.
In your website, in your app, in
your emails...

36.
Pair
37Signal
Twitter
Clean My Mac
The Future Perfect Shop
Chocolat

37.
Remember: a brand is
representation & relationships.

38.
Remember: a brand is
representation & relationships.
Not just communication. It’s
also the way you behave (your
product itself, your sales...)

39.
And it’s up to you to build
kick-ass representations &
relationships.

40.
1. Branding
3. How to start building a brand?

41.
Just ask yourself these
3 questions.

42.
Who are you?

43.
Southwest:
We are low cost
AirFrance:
Making the sky best place on earth
It’s the birthday of one passenger. What should the steward do?
Southwest:
Singing happy birthday is free and fun. Do it!
Offering a birthday cake is great but expensive. Don’t do it!
AirFrance:
Singing happy birthday could disturb some passengers. Don’t do it!
Offering a birthday cake is great. Passengers must feel delighted!

44.
How you make a
difference in people life?

45.
STOP THINKING LIKE
STARTUPERS.
START THINKING LIKE
MARKETERS.

46.
Instagram.
You could pitch “a mobile app to share photos
with friends“
OR “a way to share great memories to people
that matters“
Restopolitan.
(They offer a free meal in a restaurant.)
You could pitch “50% discount“ (and you’re
against Groupon and all the others)
OR “a way to go more often in a restaurant, the
place where you spend a magical time“

47.
What content do you
produce to resonate?

48.
Did Michelin speak only about tires?
No. They knew they were much more.
They were about traveling and discovering.
Did Guiness speak only about beers?
No. They knew they were much more.
They were about having LOTS of fun.

49.
1. Branding
4. The Brand pattern hack

50.
“A brand pattern is more
than how a brand looks. It
is coherent and
consistency between how
the brand acts, looks and
responds over time“
“Brand should be iterative
through interfaces and not
just the consistency of a
message.“
MarcShillum SXSW2012
http://www.brocooli.com/branding-marque-pattern/

51.
Brand pattern
is the declinaison of
the brand everywhere.

52.
HELVETICA NEUE
Brand pattern
can be even
shapes, fonts, colors.

53.
One (or two) more thing(s)

54.
Great brands have almost always a slow launch.
No media buying. Just tribal marketing.
And sheer love.
Nike & the ghettos.
Redbull & Xtrem sports.

55.
You need a true crusade
for the outside AND the inside
That’s the strength of startups
and the curse of the old brands.
The name is already
a crusade. And the
competitors seem
already guilty.

56.
How do you
build your community ?
1. branding / 2. growth hacking

57.
2. Growth hacking

58.
The key is to map out
the user lifecycle.

59.
Keep in mind a simple
framework.

60.
1. ACQUISITION
Getting people to come
to your site

61.
2. ACTIVATION
Getting people to sign up
for anything that could
lead to a repeat visit
Acquisition -> Activation

62.
3. RETENTION
Getting users to become
active
Acquisition -> Activation -> Retention

63.
Acquisition -> Activation -> Retention -> Revenue
4. REVENUE
Monetazing active users

64.
+ REFERRAL
Getting users to refer
others
-> Referral
Acquisition -> Activation -> Retention -> Revenue

65.
Acquisition -> Activation -> Retention -> Revenue
1. ACQUISITION
You hear about Quora
after your friends
posts a question from
Quora to Twitter
-> Referral

66.
Acquisition -> Activation -> Retention -> Revenue
2. ACTIVATION
After reading the page
you decide to create
an account
Acquisition -> Activation -> Retention -> Revenue
-> Referral

67.
Acquisition -> Activation -> Retention -> Revenue
3. RETENTION
You get a weekly
digest email with
questions and links
back to the site
Acquisition -> Activation -> Retention -> Revenue
-> Referral

68.
Acquisition -> Activation -> Retention -> Revenue
3. RETENTION (bis)
Once you’re back
Quora encourages
you to read related
questions
Acquisition -> Activation -> Retention -> Revenue
-> Referral

69.
4. REVENUE
They don’t make
money (yet)
Acquisition -> Activation -> Retention -> Revenue
-> Referral

70.
Acquisition -> Activation -> Retention -> Revenue
+ REFERRAL
They encourage you to
share interesting
questions. And btw the
referral is in the DNA
of Quora. A question
seeks answers.
-> Referral

71.
Acquisition -> Activation -> Retention -> Revenue
You need to measure
conversions at each steps
Acquisition -> Activation -> Retention -> Revenue
-> Referral

72.
Acquisition -> Activation -> Retention -> Revenue
You need to measure
conversions at each steps
Acquisition -> Activation -> Retention -> Revenue
-> Referral

73.
Acquisition -> Activation -> Retention -> Revenue
Some average rates
(by Dave McClure)
-> Referral

74.
Acquisition -> Activation -> Retention -> Revenue
At first, shitty metrics.
-> Referral

75.
Acquisition -> Activation -> Retention -> Revenue
Don’t focus on acquisition if
your activation rate is 1%
-> Referral

76.
Identify the best and learn
from them (ie copy & adapt)

77.
One more thing

78.
FOUR more thing (that I love).
In fact...

79.
Mint has a landing
page and blog post
for nearly almost
personal finance topic

80.
Path texts the link
of the app to your
phone. (Price per SMS
via Twilio around $0.02)

81.
Just send the campaign one more
time to those who didn’t open the
mail changing JUST the title.
Very effective & almost no churn.x2email open rate

82.
Campinambulle
made a kick-ass
page to increase
the referal
Download it free here and feel free to customize:
https://github.com/traceoutdoor/campinambulle

83.
Credits + going further
Branding:
A must read - Broocoli: my blog!
So Cult - Oasis: une marque pop : slideshow
Kapferer - The New Strategic Brand Management: Buy the book!
Mad Men - The Carousel: video
and discussions with So Cult (Celina Barahona and Olivier Ravard), BETC
Startup Lab (Clarisse Lacarrau), Brandcasterz (Florian Pittion-Rossillon),
Brocooli (Mathieu Daix) and many more!
Growth Hacking:
Mattan Griffel - Most slides of the 2nd part & more: original slideshow
Dave McClure - Startup Metrics for Pirates: video
Andrew Chen - selected “growth hackers“: the list
Tim Ferriss - How we raise $100,000 in 10 days: blog post
and discussions with The Family (Oussama Amar), Fullsix (Anne Browaeys),
Elaia Partners (Marie Ekeland, Sebastien Derhy, Samantha Jérusalmy) and
many more!
By Willy Braun
General Manager of France Digitale,
great association of VCs & tech entrepreneurs
Feel free to drop me a mail: willy@francedigitale.org
My book: