Beyond Liking: Building Social Strategies for Startups
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Transcript of Beyond Liking: Building Social Strategies for Startups
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BEYOND LIKING Building Social Media Strategies That Drive Business Columbia Startup Lab l Max Thomas l 10.8.14
DOWNLOAD this presenta7on:
bit.ly/CSLsocial
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IAN LURIE @PORTENTINT
JONATHON COLMAN @JCOLMAN
MONIQUE POUGET @MONIQUETHEGEEK
INSPIRED by…
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HELLO! Official business
CEO and Founder
@thundermax linkd.in/maxthomas
thunderac7ve.com/blog
CC’91
@ThunderMax
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WHY am I here?
1. I like smart, cool people 2. I love Columbia and have met lots of cool people via
Columbia 3. I love new ventures & technology -‐ this seems like the place
to be 4. I’m happy that Columbia has (finally) launched the Startup
Lab and I’d like to be a part of it 5. I want to hang with today and tomorrow’s leaders, creators,
inventors, entrepreneurs, and backers 6. I love being excited 7. I like providing value
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WHO am I?
• Graduated CC 91; Yale SOM 97 • Grew up in Louisiana, moved to NYC to a`end Columbia,
stayed for 20 years, moved to San Diego 7 years ago • Married my partner of 22 years in 2008 in CA • I love live theatre and performance, especially ‘modern’ • I love fashion and style • Three fave foods: 1) green tea, 2) le`uce & 3) dark chocolate • I am NOT mainstream • I love being INSPIRED • Last book (re)read: The Warburgs by Chernow;
Currently re-‐reading: The Alchemist by Paulo Coelho
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WHAT am I?
• Founder & CEO ThunderAc7ve – San Diego’s Fastest-‐Growing Private Companies (2013, 2014) – San Diego’s Best Places to Work (2014)
• 20+ years experience marke7ng experience working with brands and companies
• Speaker at Search Marke7ng Expo in NYC, London & San Jose; LMA Tech Conference San Francisco, DrupalCon San Diego, WordCamp San Diego, na7onal conferences
• Previously co-‐founded dotcom developing interna7onal eCommerce solu7ons
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WHY ARE YOU HERE?
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WHO ARE YOU?
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WHAT ARE YOU?
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Now we’re being transparent.
Transparency is how we can make connecRons with other people.
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PEOPLE CAN BE TRANSPARENT.
BUSINESSES CAN BE TRANSPARENT TOO.
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SOCIAL MEDIA IS ABOUT ENGAGEMENT.
What do we (consumers) engage with? We engage with content. We engage with messaging.
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WHY DO WE ENGAGE?
Because we care.
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What is a brand?
A brand is an emo7onal connec7on. The savviest marketers understand that successful products appeal to the heart, not the mind.
– Steve McKee
So, how to build that emo7onal connec7on?
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BE TRANSPARENT ABOUT:
WHY -‐ you are doing business WHO -‐ your company’s core values WHAT -‐ your company/product does
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Without clarity around the WHY // WHO // WHAT messaging and content can get confused, even junked up.
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Without clarity, you risk losing the good stuff.
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WHY // WHO // WHAT ma`er
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HOW = STRATEGY
WHY // WHO // WHAT
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THIS IS NOT STRATEGY. What’s missing? > what’s the goal > what’s the process > what are we tracking > what are we doing?!
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LET’S BUILD A SOCIAL MEDIA STRATEGY.
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PROPERTIES OF A GOOD MARKETING STRATEGY:
1. A strategy isn’t a goal. A strategy helps achieve a clearly defined goal. It’s not the goal itself.
2. A strategy helps determine repeatable tac7cs. 3. A strategy links factors to goals using metrics. 4. A digital marke7ng strategy affects the
business core. 5. A marke7ng strategy withstands change. 6. A strategy transcends channels.
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WHAT TO INCLUDE IN YOUR SOCIAL STRATEGY:
1. Embodiment of your company / product’s values, mission and/or vision
2. Defini7on of social media goals 3. Delinea7on of simple, repeatable tac7cs 4. Clear tracking between tac7cs and goals
IT SHOULD:
● Succeed regardless of social media channel ● Inspire and guide any person within company
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VALUES MISSION VISION What do you stand for?
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TARGET AUDIENCE ● Define your target customer
● Be as specific as possible ● Where do they hang out online?
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LISTEN Social tools
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LISTEN Old fashioned snooping
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LISTEN Old fashioned snooping
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LISTEN Old fashioned snooping
h`p://www.pinterest.com/source/momotarojeans.net/
INSERT COMPETITOR
WEBSITE HERE!
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LISTEN Old fashioned snooping
INSERT COMPETITOR OR PRODUCT
HERE!
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LISTEN Old fashioned snooping
INSERT PROSPECT OR COMPETITOR
HERE!
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LISTEN Old fashioned snooping
INSERT COMPETITOR
WEBSITE HERE!
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LISTEN Take a stab where your prospects hang
AUDIENCE CHANNEL AUDIENCE B2C Facebook B2C Pinterest B2C Instagram B2C Twitter B2B B2C Linkedin B2B B2C Yelp B2B B2C Blogs B2B B2C Search B2B
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Persona Blog Post: h`p://moz.com/blog/personas-‐understanding-‐the-‐person-‐behind-‐the-‐visit
MINE DATA Develop personas
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SOCIAL GOALS Chances are they are something like:
• Lead genera7on • Reputa7on • Branding
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GET SPECIFIC.
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TACTICS How do we achieve our goals?
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GOAL: Humanize our brand with daily social media conversaRons. TacRcs: ● Share frequent behind-‐the-‐scenes photos of our warehouse / office
● Crowdsource new feature / product ideas ● Respond to everyone (within reason)
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GOAL: An online conversion like an online product sale or info request. TacRcs: ● Drive visitors to website with relevant content and messaging
● Engage prospects via social channels ● Sweepstakes or promo7ons to a`ract new prospects
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METRICS How do we measure results?
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Please make this chart pretty Phoebe!!! <3 Monique
MEASURE A framework
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MEASURE Tracking
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MEASURE Tracking
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MEASURE Tracking
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Q & A
MAX THOMAS Founder & CEO
@thundermax
@ThunderMax linkd.in/maxthomas
thunderac7ve.com/blog
DOWNLOAD this presenta7on:
bit.ly/CSLsocial