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MINDSHAREBUILDING THOUGHT LEADERSHIP & COMMUNITY
01.08.18
#AIA2018
CONTENT IS MY LIFE
@ericaswallow #AIA2018
CONTENT IS MY HOBBY
@ericaswallow #AIA2018
The degree to which your brand is top-of-mind.
MINDSHARE
SEARCH ENGINE
SOCIAL NETWORK
TAXI APP
PROFESSIONAL NETWORK
COFFEE
THE AIM OF MINDSHAREIS TO ESTABLISH
A BRAND
AS ONE OF THE BEST PRODUCT OR SERVICES
IN A CATEGORY
SUCH THAT IT BECOMES
SYNONMOUS
WITH THE CATEGORY.
Madden, Charles S. "Marketers Battle for Mind Share," Baylor Business Review Vol. 9 (Spring, 1991). 8–10.
BECOMING SYNONYMOUS
@ericaswallow #AIA2018
Adhesive bandages Facial tissues Lip balm
SYNONYMS IN TECH
@ericaswallow #AIA2018
Just it.
Should we there?
I’ll it.
Strategies for buildingmindshare.
HOW?
MANY MARKETING CHANNELS
@ericaswallow #AIA2018
WEBSITESEO / SEMSOCIAL MEDIAEMAILPODCASTWHITE PAPERSEBOOKS
MEDIAEVENTSSPONSORSHIPSRETARGETINGADVERTISINGVIDEOSINFOGRAPHICS
Bottom line: Understand your audience and what they need.
TWO DOMAINS FOR BUILDING MINDSHARE
THOUGHTLEADERSHIP
COMMUNITYBUILDING
@ericaswallow #AIA2018
Being the go-to opinion leader in an area of expertise.
Gathering your target audience with a shared goal in mind.
02 OOLA 03 ENTREPRENEUR KID01 CONTENTLY
STARTUP CASE STUDIES
@ericaswallow #AIA2018
A
B
C
D
E
Audience: Marketers & Writers (two-sided market)
Problem: Marketers need content creation help. Freelance writers need more clients.
Solution: A platform and marketplace for content creation, from matchmaking to publication.
Strategy: Build out both sides of the market while becoming go-to experts in content marketingSuccess: Works with top brands including GE, American Express, IBM, Walmart, Facebook. Have a high-quality network of 100,000 freelancers spanning 60+ countries.
CONTENTLY CASE STUDY
@ericaswallow #AIA2018
01. BLOGS + EMAIL + SOCIALThe Content Strategist (marketers)The Freelancer (writers)
02. EVENTS + CONFERENCESFreelance Writers Meetup (NY)Content Conversations Meetup (NY)The Contently SummitContently Awards
03. EBOOKS + GUIDESAn entire section on the website, dedicated to helping marketers, capturing leads.Plus, a trade book co-authored by the CEO and Editor in Chief.
04. WRITERS PORTFOLIOA tool all writers need. But also an industry standard-setting portfolio that makes Contently network applications and client matching smoother.
CONTENTLY’S KEY STRATEGIES
@ericaswallow #AIA2018
A
B
C
D
E
Audience: Active women who wear modestwear
Problem: Difficult to find stylish, modest activewear
Solution: Performance-engineered, loose-fitting headcovers, tops, and pants
Strategy: Building an enthusiastic community of early adopters
Success: Landed distribution in Qatar’s top sports apparel store (Sports Corner) within first six months of launch.
OOLA CASE STUDY
@ericaswallow #AIA2018
01. INDIEGOGO CAMPAIGNTesting concept and building early adopters with crowdfunding. Raised 225% of goal, a total of $33,790 raised from 115 backers.
02. LADIES-ONLY EVENTSDoha-based, ladies-only athletic events, such as Oola Run, where women gather to exercise (run, bike, walk, dance). Opportunity to test and introduce products.
03. MEDIA COVERAGECoverage in Al Jazeera, The Gulf Times, Doha News, Entrepreneur, Sisters Magazine. (Ex: When Nike launched sports hijab, Al Jazeera requested comment from CEO Haya Al Ghanim.)
04. BLOG + SOCIALHighlighting influencers and commenting on relevant news and trends in the modest activewear community.
OOLA’S KEY STRATEGIES
@ericaswallow #AIA2018
A
B
C
D
E
Audience: 5-10 year olds; Parents and teachers who want to teach children entrepreneurship
Problem: Children do not have access to entrepreneurship education at young ages (5-10)
Solution: A suite of products (starting with children’s books) that teach youth entrepreneurship
Strategy: Tell child entrepreneur success stories in order to inspire future child entrepreneurs
Success: Pre-sold >1,000 books on Kickstarter ($20,010 raised from 226 backers in 27 states and 13 countries)
ENTREPRENEUR KID CASE STUDY
@ericaswallow #AIA2018
01. BETA READERSBeta list of 50 parents and entrepreneurs who became early advocates through input on manuscripts and illustrations
02. SEO + BLOG + SOCIALGoogle is a common tool for parents and teachers seeking entrepreneurship education resources. From our name to blogging to social and Amazon distribution, we are optimizing for search.
03. SPEAKINGTargeted speaking opportunities at youth entrepreneurship camps, entrepreneurship classes, and entrepreneurship-related teacher trainings
04. CURRICULUM DEVELOPMENTCreating standards-aligned lesson plans for easier implementation in classrooms
ENTREPRENEUR KID’S KEY STRATEGIES
@ericaswallow #AIA2018
What can you learnfrom these case studies?
LESSONS
1 2 3
MINDSHARE LESSONS LEARNED
@ericaswallow #AIA2018
Focus on audience needs. Meet them where they’re at.
Provide immense value.
Dominate mindshare.Become synonymous.
CHALLENGE
E
T
@ericaswallow
Reach out if you’d like to chat about startup marketing, education, or youth entrepreneurship!
CONTACT INFORMATION
P 870.565.5200
@ericaswallow #AIA2018
PHOTO CREDITS
@ericaswallow #AIA2018
Slide 1: Tooma, AIA Day 6 Side 10: Zsolt Fila, CabbageSlide 24: Chung Ho Leung, Note Taking