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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
Myth
Build a better mousetrap and the
world will beat a path to your door.
Myth
Media comes first, customers and
community come later.
Myth
Community 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
Myth
One article in the New York Times is
going to make my business!
Myth
Just find a PR person with great
contacts who can whisper in the
ears of journalists.
Myth
Reporters will find your story.
Myth
Reporters do the writing.
Myth
I can measure everything in Google
Analytics.
Myth
Pay 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: telesales
Then port it to the personal computer: contact management software
Then add collaboration, lead scoring and reporting: sales force
automation
Then port it to the web and add lifecycle management: customer
relationship management
Then add SEO and some automation scripts: marketing automation
Then 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/CRM
or
Marketing
Automation
Platform
Email Marketing System
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners
IFTTT
Buffer
VISUALIZING THE DIGITAL MARKETING HUB
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
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
EngagementMedium 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 metric
It may not even be the
most important metric!
VALUATION IS JUST ONE OF FIVE KEY METRIC CATEGORIES
1. Inputs
2. Outputs
3. Outtakes
4. Outcomes
5. Valuation
http://bit.ly/1qMJEep *
Hat tip (or h/t as we say in social media) to
“Measurement Queen” Katie Paine
WHAT DRIVES YOU?
AWARENESS
Ideal 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 GENERATION
Ideal 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 meaning
2. Define the experience you want your customers/partners/employees to have
3. Be consistent in your message and your behaviors
4. Build your community from Day One
5. Create a sustained outreach program – “One and Done” doesn’t work
6. Hire people who can message and tell stories consistently
7. Understand what and why you’re measuring
8. There's no such thing as a Facebook strategy
9. Have a conversion strategy in place: It starts with social and ends with your
website
10. 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 with other
agencies. By accepting this proposal, you agree to these terms and understand our ideas cannot be employed or further developed without a formal agreement between our agency and your organization.
THANK YOU
http://bit.ly/hb-ema-mit
