Start-ups & SME
WHO AM I?
30 years
Start Ups x 5
SMEs
WHY AM I HERE?
Real world context
Professionalism
Cut the BS
Traditional media experts
There are no SM experts / Gurus =
Charlatan
‘Use By Date’
TOMORROW
GOOGLE algorithms
New media – Periscope / Meerkat
Apps
Technology - AppleWatch
News cycles - Nepal
FUTURE PROOF
Know your craft and its context
Which tool for which job
Expect tools to evolve or irrelevant
Being a spade expert doesn’t make you
a farmer
Truth – Respect, Seek, Tell
Authentic & sustainable
The medium is the message
CONTENTS
1. Social is not marketing
2. Marketing is not social
3. Messages and empathy
4. Empathy needs effort
5. Effort is effective
LISTEN
Slideshare / LinkedIn
Read quickly – No time for notes
Listen carefully
Content will not be comprehensive, will
oversimplify, be opinionated
Think of questions to ask
1. SOCIAL
Adjective
relating to society or its organization
needing companionship and therefore best
suited to living in communities
Noun
an informal gathering, especially one
organized by the members of a particular
club or group.
1. SOCIAL
The internet is filled with millions of
individuals who are looking to meet other
people, to gather and share first-hand
information and experiences
Social Networking began as a way for
people to self publish their personal ideas
and communicate with others. You’ve
heard of Web 2.0 right?
1. SOCIAL
People communicated on the Internet
with others in Chat rooms of ‘like
minded’ others a long time before
blogging
Social networking is a phrase describing
the interaction of individuals in specific
groups
1. SOCIAL
Facebook’s success (in growth not
profit) is built on a human need for
people to share their personalities, egos
and dreams in order to build bigger
tribes. Hence ‘social’.
1. SOCIAL
Then along came marketers to exploit
this. They realized, valued, exploited this
because here were tribes they could use
as portals to access opportunities to
change individuals attitudes, behaviours
and values: Advertise too!
1. SOCIAL
Once a social group is identified and
leveraged it stops being a Network and
becomes a Medium.
Social Media are channels for outsiders
to communicate with those inside
2. WHAT IS MARKETING
Successful marketing identifies a
specific human need, develops a
thing that.
‘Marketing’ is the design and
delivery of a thing people want.
2. WHAT IS MARKETING
2. WHAT IS MARKETING
Product
Price
Place
People
Physical Evidence
Processes
Promotion Advertising
Direct Mail
Public Relations
Exhibitions
Sponsorship
Online○ Web
○ SEM
○ SEO
○ CPM
○ Affiliates
○ Outreach
○ Social
Social is small
3. MESSAGE = EMPATHY
Empathy is the capacity to understand
what another person is experiencing
from within the other person's frame of
reference, i.e., the capacity to place
oneself in another's shoes.
See your message from your target
audiences point of view.
3. MESSAGE = EMPATHY
Start Up & SME Audiences POV
A world apart
START UPS
Start Ups have different business
priorities
They need cash
Cash flow is King, not content.
Start Ups need frequent injections of
revenue in order to survive
They need to develop audiences
START UPS
Start-ups understand that their
audiences have no awareness, no
perceptions, no need for the product in
their lives.
“What’s in it for me.”
They need to develop an empathy
START UPS
Marketing on social channels is an
opportunity to
create awareness
generate perceptions
get to know them by asking, learn, and
if necessary pivot on product benefits,
price and distribution.
Empathy
START UPS
Start Ups need to generate noise, noise
and more noise.
They usually have no money so they
need to work hard.
START UPS
Social being ‘free’ is an ideal tool to use
at the beginning, but it does require
investment in time.
16 hour days, seven days a week.
They’re responsible for everything that is
said, or not said.
They’re responsible for growing their
empathy
SMALL MEDIUM
ENTERPRISES
SMEs ‘should’ understand their
audiences better. Otherwise they’d not
be in business.
So social is an opportunity to build
relationships or answer questions
Reflect that empathy
SMALL MEDIUM
ENTERPRISES
SMEs have employees, employees work
9-5.
Need systems and procedures to protect
strategy, manage responses, do other
stuff that reflects the empathy
SMEs have a buffer under normal
circumstances and can be a little more
relaxed on a day to day basis.
MEDIUM > MESSAGE
Start Ups
Twitter, Facebook, LinkedIn, Instagram
Pinterest, G+, YouTube,
Vine, Snapchat, Meerkat, Periscope
SMEs
TV, Billboards, Press etc etc
Context
Growing or reflecting empathy
4. EMPATHY NEEDS
EFFORT There are no shortcuts.
A sustainable brand strategy has three
key pillars:
1. The brand
2. The audience
3. Your competitors
4. EMPATHY NEEDS
EFFORT To know your audience better than they
know themselves is hard work.
They are constantly shifting their
expectations, needs and wants,
dependent on experiences with the
brand, the category, with other
categories and your competition
4. EMPATHY NEEDS
EFFORT Never assume the competition is
standing still either.
Competition is the enemy. The enemy
hate losing.
Imagine being in their shoes. What
would you do if you were them? What’s
the worst thing they could do?
4. EMPATHY NEEDS
EFFORT So assuming you have huge empathy
for the audience, huge empathy for the
competition and your ready to
strategise, what is a brand?
Purpose
Principles
Positioning
Proposition
Personality
4. EMPATHY NEEDS
EFFORT This is not flicking off quick posts 3
times a week
This is not knowing the difference
between Instagram and Vine.
This is not setting up Hootsuite or
Tweetdeck, and scheduling posts.
4. EMPATHY NEEDS
EFFORT Segment by segment
It requires research
It requires insight It requires executing an
idea that will intrude on peoples perceptions
and create new ones, grow existing ones or
sustain them
It requires effort
It’s requires cognitive effort.
6. EFFORT IS
EFFECTIVE Strategy is hard.
Growing long-term sustainable
competitive advantages again and again
and again is hard work.
Preparation, perspiration, perseverance.
6. EFFORT IS
EFFECTIVE
6. EFFORT IS
EFFECTIVE Likes, Shares, Pins, Retweets, +1,
Comments value is relative - unless
there is proof that these had an effect on
the real measure of success
Usage / Frequency / Sales / Share /
Margin / Profit / ROI / Footfall / Average
sale value
Turnover is vanity. Profit is sanity.
Telstra
Telstra
Rob Campbell - APAC Planning
Director, Weiden + Kennedy
“Yes, I know it’s a social media post, but
it’s still an ad.”
“…Something that is supposedly created
to help cultivate or encourage a
commercially beneficially change of
attitude or behaviour with a specific
audience for a specific brand.”
Telstra
“The headline is shit.
The premise of the headline is shit.
The language used in the headline is
shit.
The picture is shit.
The ‘call to action’ of NEW PHONE.
OWN IT. is shit.”
Telstra
“In a World where the ability to connect
and engage with an audience is almost
constant, brands need to understand the
secret to building some sort of audience
value is knowing when to use that right
as opposed to trying to brainwash them
with meaningless shit like this.”
Telstra
“For them, effectiveness is not about
‘return’, it’s about hypothetical value
which they will say is calculated by
financial outlay, divided by potential
audience size … which is handy,
because this sort of work is going to
achieve them absolute zero return.”
Telstra
Telstra
Comparison
Telstra – 178,000 Fans
Post ‘Likes’ 16 / 178,000
E / R 0.009%
Real Madrid – 1,200,000 Fans
Post ‘Likes’ – 255,000 / 1.2M
E / R 21%
Tribe v Not a tribe
SUMMARY
1. Being social isn’t marketing
2. Marketing isn’t social, it’s HUGE
3. Messaging = ‘relative’ empathy
4. Empathy needs maniacal effort
5. Effort is everything
https://au.linkedin.com/in/nickeggleton
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