Social Media for Startups
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Class I taught for the MIT Portugal Innovation and Entrepreneurship Initiative on May 8, 2012.
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Social Media for Startups
- 1. Social Media for Start ups Frank Days VP, Marketing, Correlsense www.tangyslice.com @tangyslice
- 2. Agenda • Before • During • After
- 3. Transparency… Frank Days VP, Marketing, Correlsense Co-host of Marketing Agility Podcast LinkedIn.com/tangyslice Soccer dad, BBQ lover and chili head
- 5. I was kind of a big deal… Director, New and Social Media @Novell The sexist title in marketing today?
- 7. Some say social media is.... Blogs/Microblogs Tools Monitoring Visuals Video Sites Core Networks IT Sites Link Builders
- 8. Some say it is behavioral World 1.0 Web 2.0 Publishing Participation Perfection Good enough Company in control User control Rights reserved Rights to share Cost per impression Cost per action Expert knowledge Wisdom of crowds **More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap
- 9. More precisely • Web 2.0 ideas through online applications – People become content producers – Accessible publishing techniques – Info disseminated through interaction – Broadcast (one to many) to social (many to many) model – Web-based technologies Source: Wikipedia
- 10. Content marketing = content + SEO + social media Outbound Inbound Print Ads Blogs, Ebooks, White Papers Television Ads Viral YouTube Videos Cold Calling Search Engine Opt Trade Shows Webinars E-mail Blasts Feed, RSS Credit: blog.hubspot.com
- 11. Range of social media participants Forrester's social technographics ladder
- 12. Social media ready content? General characteristics – Shorter – Less formal – Imperfect – Easily sharable – Seen it before – Easy to reformat – Catchy title
- 14. My reality: Delivering 100%+ annualized growth
- 15. My reality: Delivering 100%+ annualized growth Selling expensive software to geeks
- 16. Reality #1 Everyone is doing social media
- 17. Reality #2 Content marketing works
- 18. Reality 3: Yet you can’t live by content marketing alone • It is still a marketing mix • PPC, SEO, Email, web, CRM … • Result dictate your mix
- 19. Reality #4: You need to move faster
- 20. Reality 5: Yesterday’s journalist is now your contract blogger
- 21. Reality #6 Vendors outnumber real people in many social channels
- 22. Reality #7: Quality matters most
- 23. BEFORE - GOALS
- 24. Before you join the conversation • Think about... – Goals – Values – Community
- 25. Building a community: Forrester Groundswell model Social media is about: • Listening • Talking • Energizing • Supporting • Embracing
- 26. 1. Become a thought leader to build awareness
- 28. 3. Engage with customers, prospects and partners
- 29. 4. Support customers in social media
- 30. What one number do you want to move? • Signups • Leads • Search placement for important keyword? • Microfame (or microinfamy?) • Klout score • Followers • Likes • Sentiment
- 31. DURING – 7 THINGS YOU CAN DO TO GET STARTED
- 32. Start by “listening” • Blogs • Facebook and LinkedIn groups • Twitter • Google Alerts • Podcasts • Trade press • GroupWise or Google reader for aggregation
- 33. Find conversations • Blogs are still relevant • Find blogs in your area • Be the expert in your domain
- 34. Identify channels tier one sites tier two sites Cool Solutions Novell forums/blogs
- 35. Friend and follow • Facebook and LinkedIn • Follow on Twitter • Know what people are discussing and sharing Forums
- 36. Connect • When the time is right: – Prospects – Customers – Vendors – Peers – Reporters/press
- 37. Know your competition • Know their customers • Know their claims • Know them better than they know themselves
- 38. Add keywords to LinkedIn profile • Mark profile public • Mention products and markets • Create short URL to you with keyword
- 39. DURING – 10 MORE THINGS
- 40. Make time for social • Keep it in perspective • 30-60 mins per day • Limited number of channels
- 41. Sign up for one new site * Become an expert in that channel
- 42. Start blogging
- 43. Write some guest blogs
- 44. Leave comments • Find some place you feel confident • People you know
- 45. When commenting • Stay on topic • Contribute new information to the discussion • Don’t comment for the sake of commenting • Make the tone of your message clear • Be succinct • Cite your sources with links or inline quoting • Be courteous • Don’t post when you’re angry, upset, or emotional • Do not feed or tease the trolls > Source: Steve Rubel, Micro Persuasion blog via the Lifehacker blog
- 46. Don't feed the trolls... “A troll is someone who posts inflammatory, extraneous, or off- topic messages in an online community ... with the primary intent of provoking other users into a desired emotional response or of otherwise disrupting normal on-topic discussion.” > Wikipedia via PCMagazine.com Image source: Wikipedia
- 47. Start a conversation • Questions work better than statements – What do you think about … ? – Does anyone know ... ? – How do you ... ? • These are two way media
- 48. Share the wealth • Share something original • “Like” on Facebook • Retweet on Twitter
- 49. Don’t let someone sell you a viral video
- 50. “Atomize” your content • A webinar is – An event – Slides – Podcast – Video – Blog fodder – A whitepaper – On demand lead
- 51. AFTER…
- 52. When in doubt... • Don't • Pause • Ask for advice
- 53. NOISE
- 54. Think Value
- 55. Where to learn more... • Online resources – Mashable.com – Techcrunch.com – Marketingprofs.com – MPDailyfix.com – Copyblogger.com • Articles – http://www.delicious.com/tangyslice
- 56. Stay tangy my friends… Frank Days VP, Marketing, Correlsense Co-host of Marketing Agility Podcast LinkedIn.com/tangyslice Soccer dad, BBQ lover and chili head
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- Version 7.3 Updated November 30, 2009.
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