Creating Killer Trend Stories with Redis Labs Cameron Peron

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Creating Killer Trend Stories Distributing Your Customer Stories and Data

Transcript of Creating Killer Trend Stories with Redis Labs Cameron Peron

Creating Killer Trend Stories

Distributing Your Customer Stories and Data

About Me / Cameron Peron

$28M Funding (Series B) $4M Funding (Acquired 2013)

1,000+ Unique Visitors in 72

Hours

10%All unique visitors for

30 days

1 Trend Story =

Objective: surround the IT organization with content about the problem that you solve

● 67% of IT buying journey is from research alone● You’ll never be Oracle in traditional marketing● Funding and product launches aren’t scalable● Become a news channel● Consistently delivers value over time

Why Trend Stories?

Your Ideal Developer Customer >

2 Approaches: ● Hijacking● Curating

3 Forms● Customer Data● Customer Stories● User Behavior

Why Trend Stories?

Why?● Establishes expertise in a narrow domain● Builds rapport with analysts and writers● Concise and easy to understand

Steps to Get Customer Data

= $ + ?

Case Study

● Topic: AWS Reserved Instances

● Positioning: Expert in reserved instance cost and utilization

● Promotion: Massive social, press, and analyst pickup

Steps to Get Customer Data

Steps to Get Customer DataHow???● Dive deep into user usage

statistics ● Anonymize the statistics● Create report with 3 main

conclusions via 5-10 data points

● Share report with Tier 1 influencers and bloggers

● Blast: social, press, analysts

● Blog post● Repeat (quarterly,

semiannually, annually)

Why?● Your customers tell the best

stories● No one gives a sh** about your

company after funding● Solving a customer’s end

challenge is gold● Your customer’s R&D team is

more than likely poor in PR currency

Steps to Get Customer Stories

Case Study

● Customer: Hotel Tonight● Timeliness: Black Friday

‘14● Story: “High profile travel

brands use cloud technologies to win Black Friday and Holiday demand.”

Steps to Get Customer Stories

Result: Featured placement on “Fast Company”

How?● Find celebrity customers● Find timeliness in the industry● Create a dead simple story ● Pitch to the #1 R&D team challenges● Promote ● Circulate

Steps to Get Customer Stories

Why?● Easy and fun to collect● Builds great rapport with customers● Generates deeper customer understanding

Steps to Get User Behavior

How valuable is their experience to you?

Case Study

● Timing: Holidays ‘14● Wider Topic: Databases● Positioning: Expert in

general database usage on AWS

Result:

● Venturebeat Feature ● Repeat Coverage

Steps to Get User Behavior

Steps to Get User Behavior? Process: Quality + Quantity Survey Data:● Find a wider topic● Create your own data via survey ● 10 questions max● Test questions● Design: Nothing fancy● One page● Irresistible incentive● Tight 72 hour window● “Become” the news● Promote and share results!

Great Placements… Now What?Cascade Your Coverage to:● Sales collateral, scripts, ● Nurturing campaigns, drip email, retarget ● Community newsletter, blog, and external channels● Social profiles and signatures● Recruiting tool

Cameron Peron

@cameronperon

[email protected]

Thank You!