Babar Bhatti @thebabar

babar@mutualmind.com

#WinningMIT Enterprise Forum DFW

Aug 18, 2011

Marketing for Startups1. Background – about me, my startup, this presentation2. Why is Social important for you and your startup? 3. How to make Social work for YOUR lean startups? 4. Comparing Social channels : Facebook, Twitter, Google, LinkedIn5. Content: What the heck is it?6. Mistakes to avoid7. Using resources wisely: time, money, people8. Resources – Tactics, Tools and Tips

Intro

• MIT Alum, Past Chair of MITEF DFW • Left Verizon to start MutualMind in 2009• Product initially aimed at Marketers (brands, agencies)• About today’s talk (Lessons Learned)• What this presentation is not about

2. Why is Social Media Important for Startups? • Natural fit for lean startups• Most effective way to create buzz and reach people who can

help* you and your business directly / indirectlyCustomers, Prospects, Partners, Employers Bloggers, Analysts, Media

• Multiple business applications!Market ResearchEngagement (Relationship Building)Promoting your BrandLead GenerationCustomer SupportCompetitive Analysis

3. Leveraging Social Effectively

• Understand your business goals and create a customized social media plan

• Key points:How does social fit in your business and product lifecycleCrafting your message and positioning your productMatching goals to channelsCreating, Managing and MeasuringThe right resources needed to make it all work

• Measurements that Matter: Listening volume/sentiments, Reach, Engagement

4. Which Channel is Important?

• Wrong Question!• What’s your Goal?• Match channel to

your goals and follow the right protocol for each channel

• What is LinkedIn good for?

VOLUME TRENDS

Example: Keyword AnalyticsKEYWORD DISTRIBUTION

CHATTER DISTRIBUTION SENTIMENTS

Example: Social Channel Analytics

FACEBOOK ENGAGEMENT

MEDIA TRACKING

SOCIAL PROFILES

5. What the heck is Content?

Position your Product Carefully!

Source: Altimeter Group

6. A Few Mistakes to Avoid

• Jumping in before clarity of vision and objectives• Social media presence which is incomplete, unprofessional or

sloppy• Website which lacks crisp messaging or key information• Inconsistent messaging• Infrequent updates• Not paying attention to customer comments

• Thinking of social as silver bullet • Putting too much value on buzz and traffic• Not following protocol e.g. overselling

7. Using Resources Wisely

• Assess your situation• Simple decision tree• Create a worksheet / calendar• Outsource if needed but never give up control• Measure, Refine, Repeat

8. Resources• http://www.slideshare.net/HubSpot/hub-spot-building-the-marketing-pla

n• http://slideshare.com/gioslideshare• http://www.socialmediaexaminer.com/• http://www.mutualmind.com/blog• http://onstartups.com/• http://theleanstartup.com• Your RSS Reader!