Social Media for Start ups

Frank Days

VP, Marketing, Correlsense

www.tangyslice.com

@tangyslice

Agenda

• Before

• During

• After

Transparency…

Frank DaysVP, Marketing, CorrelsenseCo-host of Marketing Agility PodcastLinkedIn.com/tangysliceSoccer dad, BBQ lover and chili head

Also known as…

@tangyslicewww.tangyslice.com

The sexist title in marketing today?

I was kind of a big deal…Director, New and Social Media @Novell

BEFORE - DEFINITIONS

Some say social media is....

IT Sites Link Builders

Blogs/Microblogs Tools Monitoring

Visuals Video Sites Core Networks

Some say it is behavioralWorld 1.0

Publishing

Perfection

Company in control

Rights reserved

Cost per impression

Expert knowledge

Web 2.0

Participation

Good enough

User control

Rights to share

Cost per action

Wisdom of crowds

**More at http://oreilly.com/web2/archive/what-is-web-20.html#mememap

More precisely• Web 2.0 ideas through online applications

– People become content producers

– Accessible publishing techniques

– Info disseminated through interaction

– Broadcast (one to many) to social (many to many) model

– Web-based technologies

Source: Wikipedia

Content marketing = content + SEO + social media Outbound Inbound

Print Ads

Television Ads

Cold Calling

Trade Shows

E-mail Blasts

Blogs, Ebooks, White Papers

Viral YouTube Videos

Search Engine Opt

Webinars

Feed, RSS

Credit: blog.hubspot.com

Range of social media participants

Forrester's social technographics ladder

Social media ready content?General characteristics

– Shorter

– Less formal

– Imperfect

– Easily sharable

– Seen it before

– Easy to reformat

– Catchy title

BEFORE - REALITIES…

My reality: Delivering 100%+

annualized growth

Selling expensive software to geeks

My reality: Delivering 100%+

annualized growth

Reality #1Everyone is doing social media

Reality #2 Content marketing works

Reality 3: Yet you can’t live by content marketing alone

• It is still a marketing mix• PPC, SEO, Email, web, CRM …• Result dictate your mix

Reality #4: You need to move faster

Reality 5: Yesterday’s journalist is now your contract blogger

Reality #6 Vendors outnumber real people in many social channels

Reality #7: Quality matters most

BEFORE - GOALS

Before you join the conversation• Think about...

– Goals

– Values

– Community

Building a community:Forrester Groundswell model

Social media is about:

• Listening

• Talking

• Energizing

• Supporting

• Embracing

1. Become a thought leader to build awareness

2. Demand generation

3. Engage with customers, prospects and partners

4. Support customers in social media

What one number do you want to move?

• Signups• Leads• Search placement for important keyword?• Microfame (or microinfamy?)• Klout score• Followers• Likes• Sentiment

DURING – 7 THINGS YOU CAN DO TO GET STARTED

Start by “listening”

• Blogs

• Facebook and LinkedIn groups

• Twitter

• Google Alerts

• Podcasts

• Trade press

• GroupWise or Google reader for aggregation

Find conversations

• Blogs are still relevant

• Find blogs in your area

• Be the expert in your domain

tier two sites

Identify channels

Novell forums/blogs

Cool Solutions

tier one sites

Friend and follow

• Facebook and LinkedIn

• Follow on Twitter

• Know what people are discussing and sharing

Forums

Connect

• When the time is right:– Prospects

– Customers

– Vendors

– Peers

– Reporters/press

Know your competition

• Know their customers

• Know their claims

• Know them better than they know themselves

Add keywords to LinkedIn profile

• Mark profile public

• Mention products and markets

• Create short URL to you with keyword

DURING – 10 MORE THINGS

Make time for social

• Keep it in perspective• 30-60 mins per day• Limited number of channels

Sign up for one new site

* Become an expert in that channel

Start blogging

Write some guest blogs

Leave comments

• Find some place you feel confident

• People you know

When commenting

• Stay on topic

• Contribute new information to the discussion

• Don’t comment for the sake of commenting

• Make the tone of your message clear

• Be succinct

• Cite your sources with links or inline quoting

• Be courteous

• Don’t post when you’re angry, upset, or emotional

• Do not feed or tease the trolls

> Source: Steve Rubel, Micro Persuasion blog via the Lifehacker blog

Don't feed the trolls...

“A troll is someone who posts inflammatory, extraneous, or off-topic messages in an online community ... with the primary intent of provoking other users into a desired emotional response or of otherwise disrupting normal on-topic discussion.”

> Wikipedia via PCMagazine.com

Image source: Wikipedia

Start a conversation

• Questions work better than statements– What do you think about … ?

– Does anyone know ... ?

– How do you ... ?

• These are two way media

Share the wealth

• Share something original

• “Like” on Facebook

• Retweet on Twitter

Don’t let someone sell you a viral video

“Atomize” your content

• A webinar is– An event– Slides– Podcast– Video– Blog fodder– A whitepaper– On demand lead

AFTER…

When in doubt...

• Don't

• Pause

• Ask for advice

NOISE

Think Value

Where to learn more...

• Online resources– Mashable.com

– Techcrunch.com

– Marketingprofs.com

– MPDailyfix.com

– Copyblogger.com

• Articles– http://www.delicious.com/tangyslice

Stay tangy my friends…

Frank DaysVP, Marketing, CorrelsenseCo-host of Marketing Agility PodcastLinkedIn.com/tangysliceSoccer dad, BBQ lover and chili head