EXTREME AUDIENCE It reminds you
of what to focus on when you wake up every morning. It forms the basis of your messaging when you’re sharing your product with your audience (customers, investors, and press). It affects what you focus on. It affects how you carry yourself. And it affects the people who want to work for you. START WITH WHY: SET A VISION
EXTREME AUDIENCE DATA COLLECTION ‣
L Do people even want your product? Use TypeForm How are they using your product? Are they referring their friends? Use MixPanel, Kissmetrics, Heatmaps, Google Campaigns + Analytics
EXTREME AUDIENCE DATA COLLECTION ‣
L How can you incentivize your power users to share the service? Email Marketing, Mailchimp, Intercom How will you communicate with your customers? Intercom + Social Media (HootSuite, Edgar, Mention) Who are your top users? Where do they live? How many Twitter followers do they have? Use Social Rank, FollowerWonk, Klout, Brand42
EXTREME AUDIENCE YOU WILL ONLY
GROW WHAT YOU MEASURE Measure: New users User referrals User retention User engagement Tip: Take a sticky note, and write one audience-related goal on it. Be specific. Place it on your bathroom mirror, so that each morning you’re reminded of your No. 1 growth priority for audience development.
12EXTREME AUDIENCE COMMUNITY BUILDING Start
Niche: Target a micro- universe Facebook started with Harvard. Yelp and Uber started with tech- savvy users in San Francisco. Foursquare started with late-night early adopters in New York City. Quora and LinkedIn's early savvy users were the VCs and startups of Silicon Valley.
EXTREME AUDIENCE COMMUNITY BUILDING Early
Adopters / Influencers Focus on influencers within specific communities to drive WOM and evangelism of the product Promote early adopters and make them feel special Engage with early adopters + listen to their feedback. Use Twitter, blogs, SocialRank, Get Satisfaction.
EXTREME AUDIENCE HACK #1: TINDER
Tinder cofounder Whitney Wolfe ventured to college campuses + scheduled meetings with sororities. She’s have all the girls at the meetings install the app. Then she’d go to the corresponding brother fraternity — they’d open the app and see all these cute girls they knew.
EXTREME AUDIENCE HACK #2: MAILBOX
Mailbox, an email app that sold to Dropbox for ~ $100 million 37 days after launch was one of the first apps to stir up demand by creating a wait list
EXTREME AUDIENCE HACK #3: GOLDIEBLOX
GoldieBlox created a viral video to the hit Beastie Boys song “Girls” about getting young girls into technology. It got 3 million views in 2 days and caused a lawsuit. It kept GoldieBlox, an interactive game company few people had heard of, in headlines for weeks.
EXTREME AUDIENCE GET NOTICED: CONTENT
MARKETING Content marketing is a cost effective, smart and scalable way to acquire customers and establish credibility Content should be educational analytical, + authentic Content marketing is hard work. There’s a reason they call it ‘feeding the beast’. And the more you feed it the hungrier it gets.
EXTREME AUDIENCE GET READ: EMAIL
MARKETING How do I grow my mailing list from 0 - 1,000? Start by scraping you inbox. Your friends will forgive you + they can always unsubscribe. Grow your user base through strategic partnerships, events and sweepstakes! What kind of content should I send? Balance content between sell, sell, sell + emails that are 100% value-add + informational Balance repurposed content from your blog + content written exclusively for emails
19EXTREME AUDIENCE EVENT MARKETING Pros
Community building Brand recognition Networking opportunities Cons Expensive without sponsorship Time-suck Hard to measure ROI Tips Network with superconnectors + influencers Use PPC Ads to Promote Your App During Events Have a clear call-to-action
EXTREME AUDIENCE PRODUCT MARKETING •
Airbnb reverse-engineered Craigslist to let users post listings automatically despite no public Craigslist API. • Allowing users to embed videos was key to the success of YouTube and Vimeo. Youtube/Vimeo grows every time a video goes viral because users are personally invested in marketing it. • Slideshare included a plain-text link in their embed code, driving traffic back to their site to get an SEO boost to boot. • Dropbox incentivized referrals by giving free extra storage space – a strategy they claim accounted for 60% of their growth.
22EXTREME AUDIENCE THE INTERNET WAS
MADE FOR SHARING Forget gamification + “viral design”: there is no bigger incentive for users than the ability to spread their creations, beliefs + causes in a manner that wasn't possible before. Make your platform shareable: ensure that what gets created on your platform is shareable. YouTube gained early traction because MySpace users (musicians) needed a way to share videos and Youtube offered them a solution while MySpace did not. Whoops.
EXTREME AUDIENCE USER REFERRAL AND
RETENTION: TOP TIPS Viral Landing Page/Waitlist Use Social Analytics Tools to Find Influencers Curate Deals & Discounts for Your Email Subscribers Involve Users in Product Development Create Success Milestones for Your Users Cause a Problem Intentionally to Reach Out to Users Release New Features to Reach Out to Users
EXTREME AUDIENCE SOCIAL MEDIA BEST
PRACTICES Improve your inbound Make more original content ENGAGE!- Like, Share, RT; Answer questions, tweets, comments, etc. Be opinionated Make your details public + up to date
EXTREME AUDIENCE WHY DO YOU
NEED PRESS? 1. Users 2. SEO 3. Building Credibility + Trust 4. Raising Money 5. Testing Out a New Idea 6. Recruitment
EXTREME AUDIENCE FINDING THE JOURNALIST
Do your homework. Scour Google News for reporters who have already covered apps similar to yours. STALK or Get an introduction! Cocktail party rules apply Give them a scoop!
EXTREME AUDIENCE Courtney B of
the deep blue sea, Would you could you should you if you please When you’ve got a moment so free Let known when you could lend your ear to me?
EXTREME AUDIENCE PR TIPS FROM
A NON-PR $3K - $30K per month Try negotiating a "success-based" PR package that gives you the security of knowing that you will only pay for PR if certain pre-determined goals for coverage are met. Rotate through PR firms on a 3-6 month basis to maximize their Rolodex’s
EXTREME MEDIA RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Get Involved Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between READ Write Be happy. And know it’s OK and normal to be sad, angry, frustrated, disappointed and insanely crazy too. As a founder, you will hit your highest highs and lowest lows.
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