Startup Marketing (Talk at ESMT)

marketing @

@thomcummingsthom@soundcloud.com

HI, I’M THOM.

• The world’s leading Social Sound Platform• Passionate community of over 9 million people• Used by professional and amateur content creators in

music, podcasting, journalism, field recording, audio messaging, education and more...

• Apps for iPhone, Android, iPad, Mac, Desktop & Mobile.• Open platform with over 200 integrated apps• Global reach & growing fast• Three offices: Berlin, SF, London

MARKETING IS DEAD

LONG LIVE MARKETING

Marketing is for companies who have

sucky products

Fred Wilson

PUSH

PULL

PUSH

PULL

The best marketing is to provide a consistently amazing experience

Thom Cummings

User surveys

Market research

Pricing analysis

Sales offers

Newsletters

Press releases

Creative campaigns

EngagementFunnel optimisation

Dashboards

Case studies

Find the user. Find the magic.

Connect the two.

App distribution

Segmentation

User profiles

Co-branded promotions

Partner comms.

Email CRM

Predictive modelling

Education

Videos

Product usage

Referrals

SEO

Events

Ethnographics

Feature evaluation

DATA LED...

...not data driven

Awareness Acquisition Engagement Loyalty

Customer Lifecycle

Early stage customer generation =

ONLINE & OFFLINE

HUSTLING• The first 1,000 = Family & Friends • Online ad testing (cheap, scalable on FB, AdWords etc..)• Events (industry, tech, niche... no spend, just networking)• If your product is social, optimise Viral Growth Factor • Create an evangelist community through 1-1 SM interaction

• Product Market Fit

• Pirate Metrics Dashboard

• Net Promoter Score

• Multivariate and user testing

• Funnel management

• Cohort analysis

The Toolkit.

(if you’re not measuring it, you’re not doing anything)

Product Market Fit

SOURCE: http://startup-marketing.com/the-startup-pyramid/

How disappointed would you be if you could no longer use SoundCloud?• Very disappointed• Somewhat disappointed• Not disappointed at all

40%Very disappointed

Pirate Metrics Dashboard

SOURCE: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

Net Promoter Score

SOURCE: http://www.netpromoter.com/np/calculate.jsp

Multivariate Testing

Some useful tools:• Google Website Optimizer• Visual Website Optimizer• Optimizely• Unbounce Landing Pages

but beware...

Design like you’re right and listen like you’re

wrong.

John Lilly

User Testing

Some useful tools:• Usertesting.com• Loop11• http://usabilla.com/• http://fivesecondtest.com/

Funnel Optimisation

SOURCE http://www.slideshare.net/dcancel/datadriven-marketing

...in practice

Some useful tools:• Google Analytics• AT Internet• Kiss Metrics• MixPanel

Cohort Analysis

SOURCE http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/

You can measure for...

Some useful tools:• KissMetrics• Performable• MixPanel• Spreadsheets!

.... basically anything and everything But pick the top 5 relveant metrics for your business + focus

E.g.• Retention• Upgrade & Cross-sell• Activation• Social or Engagement measures

Slice it by platform, region, channel, segment...

One more thing...

BRANDING

thom@

Thanks!Questions?