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Leveraging Viral Marketing StrategiesJanuary 17, 2012
Agenda
• Introductions• (Viral) Marketing Defined: Lora• Sarah Hodge: $0 Marketing Game• Rob Ciampa: Video Killed the TV Star• Bill Band: Social Goes B2B• Laurel Ackerman: Sleep goes social
Marketing is Evolving
The Evolution of Marketing• Up to 1980ies: Marketing the past• 1980-1990ies: Marketing the present• 2000+: Marketing the future
Marketing the future:• Products/services are never finished• Products/services never stand alone
2000ies: What People Buy
• Promise that the brand will continue to deliver now and in the future
• Trust = the belief that a brand is capable of delivering now and in the future
The Relationship Era
I love…. 2.7 million hits in Google
3.27 million hits in Google
21,000 hits in Google
1.19 million hits in Google
7,900 hits in Googlenot….
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The new currency of commerce = trust
Building a BrandTr
ust
TransactionsSource: Imc2: Brand Sustainability Map
Building a Brand = Value Creation
Company: Left-Brained
Revenue
Profitability
Cost savings
Effective process
Marketing response rate
% of gross margin
Customer sat. scores
Source: Paul Greenberg @pgreenbe, CRM at the Speed of Light
Customer: Right-Brained
Validation
Coolness
Reputation
Empowerment
Accomplishment
Community
Justice/ Fairness
New Business Model = Customer Love• Deliver WOW through service• Embrace and drive change• Create fun and a little weirdness• Be adventurous, creative, and open-minded• Pursue growth and learning• Build honest and open relationships with communication• Build a positive team and family spirit• Do more with less• Be passionate and determined• Be humble
“Startups fail because the dog won’t eat the dogfood.”
Jeff SchwartzBain Capital Ventures
August, 2006
Source: Mike Troiano @MikeTrap, Holland Mark
Why Startups Fail
©2011 HOLLAND-MARK. ALL RIGHTS RESERVED.
“Lean Startup” Philosophy
• Most startups fail because they waste $$ building and marketing a product that not enough people want
• Instead, actively test customer needs and formulate hypotheses about business model• Then launch early with a minimum viable product (MVP),
i.e., smallest feature set needed to test a hypothesis• “It’s not a test if you can’t fail”
• Pivot when a hypothesis is disconfirmed• i.e., revise hypothesis then rapidly test it with another MVP
• Repeat process until hypotheses are fully validated and you have product-market fit
• Don’t test revenue models or scale aggressively until you have product-market fit
Examples
• Used a video of a non-existent product to gather feedback
• Formulated hypotheses about features and tested them rapidly
• Changed marketing approach and feature set when hypotheses were disconfirmed by market feedback
• Started as a platform for gathering support using “tipping points”
• Customers told them that the idea was too abstract and unfocused
• The company almost ran out of money
• Found that only one aspect was working, group deals
Examples
Payment system for PDAs
Massively multi-player game
Video-dating site
Automated email recommendation service
Podcasting (as Odeo)
Defensible Position
To define the defensible place for your company:• What are your competitive advantages?• What existing set of solutions/ways of doing
things will you be replacing?• Where can you bring sustainable differentiation?• Who has a stake in your success?• How can you gain access to the market?
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Viral Marketing Principles
• Product-market fit• Passionate, driven teams • Your edge = your unique shtick• Shareability = coolness, customer
empowerment, accomplishment and community
Next: Expert Insights
• Sarah Hodges/RunKeeper: using social sharing and psychological triggers to build a 7 million following
• Rob Ciampa/ Pixability: riding the video wave – from B2C to B2B, when timing is everything
• Bill Band/ Forrester: the social B2B sale• Laurel Ackerman/Zeo: on crossing the early
adopter chasm
The Experts
• Sarah Hodges, Director of Marketing, RunKeeper, @sarahhodges
• Rob Ciampa, VP of Marketing, Pixability, @robciampa
• Bill Band, Vice President, Forrester, @waband• Laurel Ackerman, VP of Marketing, Zeo,
@laurala• Lora Kratchounova, Principal, Scratch Marketing
+ Media, @scratchmm
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