Communication Management for Startups

COMMUNICATION FOR STARTUPSby Agnese Vellar - Social Media Consultant I3P

Picture: Flickr/ jdhancock

Business model canvas

Communication is not art or pure creativity.

When you plan the communication you should have yourbusiness goals in mind.

Let’s start with a business model.

Business modelHow an organization creates, delivers, and captures value.

A Business Model Canvas describe the building block of an innovative project starting from the Value Proposition or CVP (customer valueproposition): the benefits each market segment get when buying a particular product or service.

Market segment 1 need benefit

Market segment 2 need benefit

Needs:

- economics (the product is cheaper then competitor)

- social: the product is a status symbol…

Osterwalder 2010:

businessmodelgeneration.com/canvas/bmc

http://businessmodelgeneration.com/canvas/bmc

You can *not* sell to everyone!

• list your customer segments;

• quantitative analysis: measure how big they are;

• qualitative analysis: choose your early adopters and analyze them: • direct observation: to describe their habits;• informal interviews: to understand their needs, their information channels;• survey: to generalize the observation.

• describe personas.

Chose 1 or 2 customer segments to start from, based on how big is the market and how easy is to reach:

STUDY THE CONTEXT

CUSTOMER SEGMENTS

3 pillars of communication

1. CUSTOMER SEGMENTS: 1. how big are they?

market research

2. who they are? define personas

2. COMPETITORS: 1. identify brand

advantages from competitor

2. identify best practice

3. MARKETING GOAL (KPI):1. awarness, 2. engagement, 3. conversion.

PLAN THE COMMUNICATION

1. TONE OF VOICE

2. BRAND IDENTITY◦ Logo

◦ Name

◦ Claim

3. CHANNELS

4. EDITORIAL PLAN

STUDY THE CONTEXT MONITOR/MEASURE

1. QUANTITATIVE1. KPI

2. QUALITATIVE1. people feedbacks

2. people conversations

Template: http://bit.ly/communication_plan

#1 STUDY THE CONTEXT

From mass market (and niche)

Consumer behaviour

Segment market from a sociodemographic perspective

… to communities

Bernard Cova (2003, 2007)

A social space with an identity and a common ethos.

Understand cultures to create authentic messages

• Markets consist of human beings, not demographic sectors.

• Hyperlinks subvert hierarchy.

• There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

• Companies need to realize their markets are often laughing. At them.

Cluetrain Manifesto (1999)

Channels Metodologie Goal Market research

Conventional

PAID MEDIA

mass media

Low credibility

Invasive

Quantitative 1. Brand awarness

2. Selling

Focus group

Audience measurement

(eg: Nielsen ratings )

Web marketing

PAID MEDIA

new media customization Web analytics

Non conventional

EARNED MEDIA

social spaces

Low control

Difficult to measure

Qualitative 1. Brand reputation

2. Engagement

3. Co-creation

Social Media Monitoring

Coolhunting - Ethnography

The marketing evolution

GOAL WHAT HOW KPI Pro/cons

SEND TARGETED MESSAGES

Display ADV Banner

Retargeting

GoogleDisplay Network

- PV (page view)

- CTR (click through)

LEAD, BRANDING

(-) paid

SM Ads FB, Twitter, LinkedIn

YouTube Ad (expansive)

E-mail marketing

Direct Email Marketing ADV

Newsletter info

FIDALIZE, LEAD, CRM

(+) high ROI

(-) spam

BEING FOUND Search Engine Marketing (SEM) o keywork ADV

Google AdWords

Adsense

PPC = Pay Per Click NUOVI CONTATTI

(+) tracking

(+) short term results

(+) brand awarness

(-) visibilità pagata

Search Engine Optimization

(SEO)

Web site

Blogging

NUOVI CONTATTI

(+) earned

(-) 3/6 months

PARTICIPATION Social Media + Non Conventional

Fuel word of mouth

- guerrilla (es: flash mob)

- street(es: street art)

- viral (es: video virale)

ROI?! NUOVI CONTATTI, BRANDING, FIDELIZZAZIONE, CRM

(+) low cost

(-) long term result

Web marketing & non conventional

http://youtu.be/-P-NGYoKC4s

http://www.fuegin.com/selection-de-40-pubs-de-street-marketing/

WEB ANALYTICS

Google Trend

• Is my industry trending up or down?• Where is my target market located?

http://google.com/trends

WEB ANALYTICS

SEMRush• What hot topics are related in my industry?• What are people searching for?

WEB ANALYTICS

Similarweb

Which are my competitor strategies and results?

https://www.similarweb.com/

WEB ANALYTICS


WEB ANALYTICS


Social Media Analytics

Socialbakers

• Identify best/worst practice• communication strategies

STUDY THE CONTEXT

Explore topic users

STUDY THE CONTEXT

Explore influencer

https://app.buzzsumo.com/amplification/twitter-influencers

Early adopter

STUDY THE CONTEXT

Listening

How can I understang customers?

Observing people in the natural environment rather than in a formalresearch setting.

It helps designers create more compelling solutions.

“If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world—one that you can intuit on a deeply personal level.”

Li Anne Yu, Cultural Anthropologist. Source: www.aiga.org/ethnography-primer‘’

STUDY THE CONTEXT

Ethnography

Discover new meanings

Understand the norms

Understanding cultural difference and communicate globally

Identify barriers

Communicate effectively:

• Where the customers are gathering (on and offline)• Most sharable content• Question asked• interest in the conversation

STUDY THE CONTEXT

Ethnography

What etnography is about?

AGE:

GENDER:

DEGREE:

JOB:

BUYING POWER: Low, Medium, …

TECH-SAVVY: Low, Medium, …

LEISURE: travel, music, shopping, …

NEEDS:

PASSIONS:

FEARS:

INFORMATION:Newspaper, Blog, friends, …

HOW WILL USE THE PRODUCT:

HOW YOU HELP HIM:

HOW YOU FIDELIZE HIM:

HOW YOU REASSURE HIM:

HOW YOU REACH HIM:

TONE OF VOICE:

STUDY THE CONTEXT

Define personas

http://www.digett.com/2010/08/31/better-market-targeting-through-buyer-personas

#2 PLAN THE COMMUNICATION I:create the brand

A company create a brand identity to bring its value to the market and to appeal to its customers.

Brand identityHOW TO

Branding Definition Tips

Brand name words used to identify a company, product or a service.Not formatting required

acronymcreator.netUnique in the same category.Contain relevant kewords for SEOOwning a name:• Trademark• Buy the domain (verify availability in GoDaddy): don’t use

special Special characters• Register account in Social Media

Logo visual element that helps customers discover, share and remember a brand.

Visible and recognisable in the social media profile

Payoff synthesize the brand’ mission Less than 8 words

Tone of voice Writing style that communicatebrand identity

Change in different channel

Other scents, tastes, sound, …

How advertisers call them: endline, strapline, tagline, baseline, signature, payoff, rip-offs, slogan.

BRAND IDENTITY

Payoff

Whare are they:

• Logo: the visual element that helps customers discover, share and remember a company's brand. It's in the form of an icon (mark or symbol), logotype, or combination of the two.

• Color palette: • www.colorhexa.com• www.materialpalette.com• www.colorsontheweb.com: check the color contrast

• Typography: • www.fontsquirrel.com

• Supporting graphics.

BRAND IDENTITY

Identity system

http://www.colorhexa.com/

http://www.materialpalette.com/

http://www.colorsontheweb.com/

Adapt it for the web and social media.

BRAND IDENTITY

Visual identity

It should be

• visible;

• easy to appropriate.

BRAND IDENTITYCreate a logo with Tailorbrand

BRAND IDENTITY

Brand guidelines

The writing style that we use to communicate the brand identity.

A company have different ToV for different brand.Each brand has its own personality and shoul be consistent with it.

Tone of voice allow to:

• differentiate from competitors;• showing personality;• helping gain and retain costumers.


Tone of voice

www.smashingmagazine.com/2012/08/finding-tone-voice/

The brand value shoul translate into: register, vocabulary and grammar.

Ask yourselves:

• Should we use jargon?• Can we use humor?• How informal can we be?• What punctuation should we use?• What do our competitors sound like?


Tone of voice

www.smashingmagazine.com/2012/08/finding-tone-voice/


Tone of voice

Decide where your tone of voice sits between

these extremes:


Tone of voice

www.abccopywriting.com/2010/08/31/tone-of-voice-brand

FORMAL CHATTING

DETACHED WARM

PROFESSIONAL WACKY

SERIOUS HUMOROUS

LAID BACK LIVELY

The tone of voice depends on the audience:


Tone of voice

www.abccopywriting.com/2010/08/31/tone-of-voice-brand

Purchasing power Tone of voice Use of

high sensual mix science and seduction

medium-high bombastic adverbs

medium crisp humour

low colloquial jargon

… and channels…


Brand guidelines1. Company◦ Who are we◦ Vision/ Mission

2. Logo◦ Logo negativo◦ Web logo ◦ Social logo ◦ How to use◦ How not to use

3. Colors◦ Palette primaria◦ Palette secondaria

4. Font◦ Naming

◦ Payoff

◦ Text

6. Copywriting◦ Tone of voce (ToV)

◦ Word to use / not to use

◦ Editorial ruoles

◦ Examples of ToV

MONITORING

Alerts

# 3 PLAN THE COMMUNICATION II:Online channels

Purchase funnel - Customer journey

Awarness

Traffic

Lead

Deal

Engagement

Interruption marketing

Interruption Inbound

http://www.digett.com/blog/03/11/2014/sorry-interrupt-lets-talk-strategy

COMMUNICATION CHANNELS

Web siteInbound marketing

http://www.redattiva.it/risorse/cose-l-inbound-marketing/

ATTRACT CONVERT ACT SATISFY

INTERNET USERS VIEWER(VIEW)

CONTACT(LEAD)

CONSUMER(DEAL)

INFLUENCER

Keyword SEO Where an audience want to

find you.

Call to Action

Feed Social Media

Social Media/BlogWhen you want to find an audience

Landing Page

Email Marketing

Events


Web site

1. Value Proposition

2. Call to Action: 1. stickness: feed, newsletter, social …2. conversion to users or customers

3. Testimonials

Reassure surfers and searchers that they’ve found

what they’re looking for and inform them.


Web site

1. Valute Proposition

2. Call to Action: 1. stickness: feed, newsletter, social …

2. conversion to users or customers

3. Testimonials

Tone of voice: concise, direct, informational


Web siteStart with a landing page

WEB ANALYTICS

Alexa


Analytics1. Register your website on Google Analytics

2. Tracking code in each page

3. Filter (bot, spam, company staff, …)

4. Goal: tracking conversions (max 20)• Time• URL (destination)• Events (video view, download, link, …)• Pages/visit

5. Monitor• Daily pageview• Bouce Rate• Aquisition• E-commerce reporting

6. Google Search Console (Google Webmaster Tool): keyword• Search traffic• Google index keywords

MONITORING

Google Analytics

Where does the website traffic come from?

How to improve it Weakness

Organic search • Content marketing• Onpage SEO• Responsive Design

You depend on Google algoritm

Direct• Write the url• Url saved• DEM

• Brand awarness• Fidelization• DEM

Social • Social Media Marketing

Referral• other website links• DEM webmail

• Link building

• Banner adv Expensive

WHAT: Press release (with quotation)

Style Guide

Pictures

Contact: press / PR

Video

Press review

MEDIA KIT: target / reach

WHERE:A. WEB: website (eg: http://getdrop.co/press)

B. MAIL with zip or cloud folder


Press kit

http://getdrop.co/press

• Create a news

• Link to media agenda

• Beware the day

• 1 page

• Identify uncovered niche

• Redemption: 15% recall

• The effectivness of mass media depend on the channel

treatabit.com/article/ottenere-visibilita-sulla-stampa


Press release


Blog

Leverage your industry knowledge: authoritative, knowledgeable, human.

Write:

• guides, • subject overviews, • in-depth focus pieces • comment on industry

developments.


Blog

1) Use a Content Management System (WordPress, tumblr, Medium…)

2) Identity: define the core business◦ About

◦ Header and graphics

◦ Blogroll (max 30)

3) Post regulary

4) Subscription: feed syndication and email

5) Participate in the blog community drive traffic

Quick: 20% not read

Writing:◦ Short sentences

◦ Underline with bold Text design (space, symbol, …)

◦ Sans serif font

◦ Link, Image (cc), Video

Title:◦ Colons

◦ Quotation mark

SEO


Blog

MONITORING

CMS: WordPress

http://www.slideshare.net/toolboxcoworking/word-press-101-freelance-day-24-ottobre-2015

1) WordPress.com suggested for blog◦ use third level domain◦ no access to the code

2) WordPress.org suggeste for website, ecommerce

◦ buy a domain and hosting service

◦ install WordPress

◦ choose many different layout

◦ need to update it


SEMSearch Engine Marketing:

- Paid Search: Ads (eg: AdWords) CTR 2%

- Organic Search: SEO (Search Engine Optimization) CTR more than 30%Ranking Factor: • SEO off-site: website, link interni, link social (G+, Tumbrl,

Wordpress) … • SEO on-site: backlink, authority, …• SEO on-page: SEO Copywriting, URL, …

CTR = View/ Clic

1. Keyword 6 – 8 kw per page1. Google Trend2. SEMRush3. ubersuggest.io (queries long tail) target the niche4. Google Keyword Planner 30 – 100 kw

2. Title with Keyword1. Keywoord prominenge: at the beginning2. Keyword proximity: near each other

3. URL (use minus between words)

4. Description: 155 character (usefull for the reader not for SEO)

5. H1, H2, … (6-10 words)

6. Content: kw 3 times, 1 in <strong>

7. IMG: ALT (1 kw). Don’t use underscore. Resize before uploading.

8. <A> anchor text </A>

9. URL: use keyword (2)


SEO ON-PAGE: copy

http://www.slideshare.net/verdianaamorosi/come-scrivere-un-contenuto-seo-e-userfriendly-dalla-a-alla-z

https://adwords.google.it/KeywordPlanner

1. Short urls

2. 2 keywords per url

3. readable: higher clic-through-rate

4. https

5. .com is the most trusted option

6. no more that 2 directories

7. no stop words (conjunctions, prepositions, articles …)

8. If change url: Redirect 301 /old-urlhttp://sitename.com/new-url


SEO ON-PAGE: URL

http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg

A. TOP LEVEL DOMAIN sitename.com, sitename.it◦ clear geotargeting but expensive

B. SUBDOMAIN: http://us.sitename.com, http:// it.sitename.com

◦ simple to set up but URL doesn’t signal geotargeting to users

C. SUBDIRECTORIES: http://sitename.com/it◦ less manteinance but harder to separate sites


SEO ON-PAGE: language

http://searchengineland.com/figz/wp-content/seloads/2016/05/SEO-URL-Structure.jpg

http://sitename.com/it


SEO

Local SEO

Google Places page optimization (category and website )

Reviews in Yelp and Trip Advisor

SMO (Social Media Optmization): Real time results from Twitter and G+

DAO (Digital asset optimization): sharing digital content to boost traffic


SEO and more


ASO (App store optimization)Raking factors:

title: insert keyword Keywords Category (chose the one with less competitor) Description Download (and in the last 48 hours) Review (add a CTA in the app to ask the review) answers Backlinks (google play) Use New trend (es: iwatch)

Icon: convertion respect store guideline


Mobile Burst Campaign

1. Create account (eg: MailChimp)

2. Create a list

3. Import contact of create a form

4. Creare a template for the newsletter

5. Create the newsletter

CTA: button

Link disiscrizione

A/B Test

6. Check the report

Opening

Click

Unsubscription


EMAIL MARKETING

KPI DRIVER Tips

Open rate

sender name Avoid «no-reply»

subject Test symbol simboli ☀☺ ♥✉

pre-header Add a CTA

hour test

Click-through-rate layout CTA button

Contact growth Subject, content, layout

Unsubscription Content, frequency

Spam complain rate frequency


EMAIL MARKETING: KPI

EMAIL MARKETING

PROFILINGWhy?1. Optimize results2. Automatic email (eg: birthday)

How?1. Direct profiling: explicitly asking the user to fill a form with information.2. Indirect profiling: creating a link category for each link within the email and using click category information to indicate interest.

PAY ATTENTION TO: privacy!• Opt-out: option to request to be taken out of the list.• Single opt-in• Double opt-in (DOI): confirmation email closed-loop opt-in


EMAIL MARKETING

MONITORING

Email Analytics

Mailchimp ContactLab


A/B TESTING

1. At least 5,000 subscribers

2. Choose the variable you want to test:◦ Subject line

◦ From name

◦ Content

◦ Send time

3. Choose a sample size (eg. 20% of your list)

4. Write different combination (2 -3)

5. Use a tool to send the campaign to the sample and watch the performance.

6. The winning campaign will then be sent to the remaining portion of your list automatically, or when you manually end the test period.

7. Better open and click rates (3%)

http://kb.mailchimp.com/campaigns/ab/create-an-ab-testing-campaign

MONITORING

Email + landing

1. Social Media Audit ottimization

2. Editorial plan: o whereo wheno how mucho tone of voice

3. Create profile

4. Create content:A. BRAND POST (Content Creation) = BrandingB. EMOTIONAL POST (Content Curation): engagement and spreadingC. PROMOTIONAL POST

5. Monitor results


SOCIAL MEDIA

BUSINESS GOALS SM GOALS JANUARY FENRUARY MARCH…

Vanity metrics Follower

Brand Awarness Reach

Brand perception Social Engagement

Word of Mouth

(WOM) Social Shares

Lead Generation Actions

Deal Conversion


Social media goals

User base: 1.440 Million MAU

Tone of voice: lively and friendly, but measured. Professional and personal social circles may overlap, so think carefully about what you post (particularly images).

Industry: media, sport

User practice: maintaining relationships

Channels for brands: fanpages, groups

When: 2 /day, 7/7, 10:08 a.m. -3:04 p.m.


Facebook

Social Media Analytics

Facebook Insight

• Identify best/worst practice• Study competitor’s results

1. Fan page: customize URL verify

2. Assign roles: admin, editor, …

3. Schedule + analytics

4. Format• Album

• Video

• Customer interview

• Answer a question

• Asking questions

• Tip

5. Post:1. 70 -140 characters more effective

2. Mention other fanpages

FACEBOOK

Fanpage

Altimeter

React to real event on online channel

CONTENT STRATEGY

Real Time Marketing

CONTENT STRATEGY

Real Time Marketing

Planned/Unplanned event

Guido Barilla, AD Barilla: Barilla family is not a gay family.

CRISIS MANAGEMENT

User generated content

• Ask sorry

• Thank who chi segnala errore

• Admit your own fault

• Go on

Source: pennamontata

CRISIS MANAGEMENT

Ask sorry

CONTENT STRATEGY

Retro Marketing

Goal:• Remind the brand

• Sharability (6-7 visit to convert user into a costumer)

Channels:• Blog

• Tutorial

• Ebook• Infografics

• Email marketing cross e up selling

COMMUNICATION STRATEGIES

Content marketing

CONTENT STRATEGY

Content curation

• Create a list

• Check once a day

• Share content

FACEBOOK

Post visibility

Reach: 6%

Reason: Facebook algorithm Edge Rank visibility

Interest: like, comments, share.

More score for new friends.

FACEBOOK

New’s feed ranking

• Engagement rate = (Likes + Comments)/Total of Fans

NEW:

• Time Spent on Stories without opening it

• Spend Time Reading NO click baiting (T click / T back)

• Diversity of Page Posts

https://newsroom.fb.com

Engage an existing community

• Identify groups / conversationFacebook Graph Search (englishonly)

• Lurk and *than* communicate

• Use original contents to buildrelationships seeding

• Ask for feedbacks

• Be onest on your own aim

COMMUNICATION STRATEGY

Engagement

Create your own community (eg: forum, pagina Facebook)

1. Give a goal call to action

2. Define an identity that allow to feel part of it

3. Create “spreadable” media:

• meaningfull for a niche

• stimulate users to create UGC

COMMUNICATION STRATEGY

Community building


Involve fan

Needs to share their passion.

Needs a collective identity to identify with.

Needs to be appreciated by the brand.

Socialbakers


VIRALITY

8 weeks

+ generate buzz

+ launch or pre-campaign

+ focus the people interest

- Geographic segmentation

- Explain

Reach• video 8.71%• Text 5.77% • link 5.29%• pictures 3.37%

Fonte: Socialbakers


VIRALITY

http://youtu.be/WIVeemZ0_e4


Viral video


Viral scam


Virality

Why people share:

1. Reputation

2. Access to something exclusive

3. Co-creation

4. Competition and winning

5. Altruism


Virality

Refer-a-Friend: compelling offer for both the “referrers” and the “referees”.

Social Sweepstakes: contest spread the word on your behalf.

Polls and Voting: share their opinions build relationships & valuable information about your target audience’s likes and dislikes.

Flash Deals time-sensitive deal (Groupon model).

Marketo – Definite Guide To Social media

Advertising / Promoted Post

o Reach 89% of the userbase (traditional adv reach 38%)

o Targeting: at least 5.000 – 10.000 users• Web site custom audience

• Lookalike: retargeting target group (minimum 20 emails)

o Objective:• Promote post• Click • Conversion: create pixel on the thank you page

Facebook

Fan page Ads

FACEBOOK

Advertising: formats

WHERE CTR CPC Best for

Newsfeed very high high engagement

Right column

low low retargeting and custom audience

Mobile high app mobile

Instagram

FACEBOOK

Advertising tools

Sponsored post: max 7 days

Ads editor

Power editor

Ads scheduling Promote post not published

Facebook exchange – other external tools

FACEBOOK

Advertising tools

Power editor: 3 levels

1. Campaign: define objective

2. Ad set: budget schedule audience

3. Ads: creative Image Text CTA button

User base: 316 Million MAU

Tone of voice: topical, immediate, irreverent. It’s the place to mix the personal and professional, with a strong emphasis on the present moment and humour.

Industry: media, politics, tv, sport, travel, auto, mum.

User practice: news sharing, social tv


Twitter


Twitter Basics

twitterflightschool.com

FEATURE DEFINITION TIPS

TWEET expression of a moment or idea. It can contain text, photos, and videos.

• use clear CTA• highlights the behind-the-scenes access to exclusive content as it unfolds• asking people to participate by sharing photos• add pictures and videos: drive a 3x higher engagement rate than Tweets with

copy only.• use less than 100 characters.

PROFILE PICTURE

personal picture uploaded on your profile

ACCOUNT NAME @USERNAME

the way your name appears on Twitter and @username is used to call out an individual in a Tweet.

HASHTAG

used to mark keywords or topics in a Tweet. allow people to join a conversation about a specific topic on Twitter.

join existing conversations when users generate a hashtag. generate a hashtag to kick start a conversation and build an audience unique to their brand.

RETWEET Share a Tweet with your followers. You can even add your own thoughts before you share it.

REPLY Comment on a Tweet and join the conversation.

LIKE let the author know you like it.

FOLLOW their Tweets appear in your timeline.

Followers are your social capital.

Where to start: from your contact list

Clean up:• friendorfollow.com• crowdfireapp.com

Do's: create lists content curation

Don'ts: use automatic messages


Following

What: a string of characters prefixed with the # symbol that used on a social media becomes a clickable link.

Why: connect messages on a common subject connect people with common interests:

How:• Events or conferences: #Oscars2016 #MWC2016 listen in on an industry event

without being there• Disasters or emergencies: #JeSuisCharlie #PrayForHaiti• Holidays or celebrations: #WorldNutellaDay #OneHaleOfAWedding• General interest topics: #IloveLondon #ChocolateLovers joining discussions• Popular hashtags: #tbt #MotivationMonday• Branded: #ExpediaChat #furlafeeling promote a campaign• Unbrandedcan be hijacked deliberately or accidentally.


Twitter hashtag

http://blog.hubspot.com/marketing/hashtags-twitter-facebook-instagram

• Short: broad enough to get traffic, yet specific enough to be targeted. Are you writing about travel in London? Ditch the #London hashtag and replace it with something like #Londontravel

• Seamlessly integrated: seamlessly into your sentence (rather than bunging them in at the end) then you can keep your copy flowing smoothly.

• Unique• Limited to one or two per Tweet• Disambiguous: #Powergenitalia #Powergen_italia


Twitter hashtag how to


Twitter hashtag how to

https://twitter.com/search-advanced

STUDY THE CONTEXT

Identify opinion leader

When: 5–20 /day, 18’ persistency of a tweet

Plan• third-party links, • personal links (e.g. to your blog) • personal observations.

Strategies:• Real time marketing;• Online PR; • Social TV;• Real time video: Promoted Video, Twitter Amplify, SnappyTV,

mobile video uploads, Vine, and Periscope.


Twitter


Social media management

TWITTER

WOM Referral Marketing

TWITTER

WOM Referral MarketingCrowdspeaking: www.thunderclap.it

Follower campaign: Promoted Accounts appear in the Home timeline or the “Who to follow” widget. - CPFollower

Website clicks or conversions campaign: Promoted Tweet with a Website Card. Website Cards are visible in the search results and timeline.

Tweet engagements campaign: Promoted Tweets appear in the timeline and search results.

App installs or engagements campaign: App installs or engagements campaigns use Promoted Tweets with a media-forward App Card. The Promoted Tweet with Mobile App Card appears on a person’s timeline (on mobile only).

Leads on Twitter campaign: seamlessly exchange their email address with your brand so you can capture more leads. This campaign type incorporates a Promoted Tweet and Lead Generation Card.

Video views campaign: Once Promoted Videos start playing in the timeline in 100% view, you will get charged on a cost-per-view (CPV) basis when 3 cumulative seconds of video have been viewed, or if the user clicks to unmute/expand – whichever comes first. Native video on Twitter drives more overall engagement than third party videos shared on Twitter.

Build Brand Awareness: Promoted Trends can drive mass awareness and kickstart a conversation and have long term impact. With a 73% lift in brand mentions, had their greatest impact the day they ran. Promoted Trends appear at the top of the list of trending topics and in a user’s timeline.


Twitter - Ads

Geo-location a variety of real-time signals based on where someone is located.

Gender : gender is determined by public signals that people share on Twitter. This can include things like the accounts they follow.

Language

Device

Interest category: person’s interests from categories like sports and beauty to sub-topics likecollege baseball or skin care. There are over 350 categories to choose from.

Follower

Keyword

Television

Tailored Audiences remarketing to groups defined based on things like website visits, email addresses, mobile phone numbers, mobile advertising IDs and Twitter IDs.

Behaviors and partner audience


Twitter - Targeting


Twitter


Sentiment

TWITTER

Analytics

https://analytics.twitter.com/

User base: 400 Million MAUTone of voice: topical, immediate, irreverent. It’s the place to mix the personal and professional, with a strong emphasis on the present moment and humour.

Conten• backstage pictures (eg: Pictures ofthe workspace)• “Throwback Thursday” #TBT• Inspirational - quote• Statistics

Strategies:HashtagInfluencer marketing; http://influence.iconosquare.com/Instagramathon


Instagram

INSTAGRAM

Hashtag

Writing: when you write a new post and start typing in a hashtag using the # symbol, Instagram will actually suggest hashtags to you based on their popularity.

Search: clicking the magnifying glass at the bottom of the screen, which brings you to the "Explore" tab. From there, type the hashtag name into the search box at the top of your screen, and toggle your results by "Tags":

User base: 100 Million MAU

Tone of voice: urbane, friendly, professional, concise.

Keep your profile updated, connect with members of relevant groups and consider what your interests say about you.

Answer questions in your area if you can add value.


LinkedIn

• Professional headshot

• Summery with keywords and add a bit of your own personality

• Vanity url: unique URL it into email signatures

• Include keywords in job position title • Link: Websites + Twitter handle

• Under “Specialties”, include a line list all skills one on top of the other to make your profile easy to read

• Plenty of skills in the “Skills” section

• Reach 500+


Profile

IMAGE

Canva: social media graphiccontent (web, freemium)

Notegraphy: graphic notes for social media (web, app)

Social Image Resizer: resizeimage for social media

BeFunky: foto editing

Infogram: to create infographics

Freepik: vector images (free)


Visual resourchesPICTURES

Pexels: micro-stock pictures

Shutterstock: pictures (pay)

FONT dafont.com: download font

Whatafont: find font

MULTIMEDIA:Showbox: web video editing

(freemium)

http://www.canva.com/

https://notegraphy.com/

http://www.internetmarketingninjas.com/seo-tools/favicon-generator-crop-images/

http://www.befunky.com/

https://infogr.am/

http://www.freepik.com/

http://www.pexels.com/

http://www.shutterstock.com/

http://www.dafont.com/it/

http://chengyinliu.com/whatfont.html

https://showbox.com/

MONITORING/MEASURE

A. PRODUCT: whic feature boost conversions?

B. MARKETING: which channel work best for each target canale (based on volume, cost and convertion)?

C. BUSINESS: 5-10 step di conversione per descrivere il ciclo di vita dell’utente

MONITORING/MEAURE

Goals

Qualitative: Usability Testing / Session Monitoring: what users do. Which problems face.

Quantitative: Traffic Analysis / User Engagement

Comparative: A/B, Multivariate Testing: which copy/UI works better

Competitive: monitoring competitor


Web site testing

Measure:◦ Target

◦ Channel (social, SEM, organic, PR, …)

◦ Campaign goal (“buy”, “download”)

◦ Landing Page & CTA

◦ Copy & Graphics

Conversion:◦ best-performing (%) channel /campaign / copy

◦ largest-volume (#) channel /campaign / copy

◦ lowest-cost ($) channel /campaign / copy

MONITORING/MEAURE

Quantitative and comparative

Onsitemetrics

Website

Landing page

Blog

Deal

Closed leads

Time, page view, comment, subscription

Offsite metrics

Twitter Follower, mentions, retweets

Facebook page Fan, like e comments

Linkedin Follower

YouTube View, comments

MONITORING/MEAURE

Quantitative KPI

- monitoring a word, a keyword or a brand identify sintoms;

- listening: identify causes.;

- analytics: measure KPI (mention, tweet, …).

MONITORING/MEAURESocial media

MONITORING/MEAURECustomer lifecycle

CATEGORY ACTIVITY MARKETING CHANNELS

Acquisition view Direct, Tv commercial , business development, PR, SEO, SEM, Blog,Email , …

Activation Enjoy 1° visit FeatureActivation criteria• 10-30+ sec• 2-3+ page view• 3-5 + clicks• Use key features

Retention Come back • Email (weekly/monthly)• Alert• Blog• Content marketing

Referral Suggest to other • Campagne Adv• Contest• Email• Widget

Revenue Monetization

Source: Dave McClure, Startup Metrics for Pirates

MONITORING/MEAUREConversion metrics

Source: Dave McClure, Startup Metrics for Pirates

STEP User activity Conv. %Value (example, not

real)

Acquisition View From different channels

• SEM, SEO, Affiliates (es: TradeDouble)

• Blog (Recensioni, Post a pagamento)

• DEM (conv. 0,1%),

• Social

100% $.01

Browse the website (2+ page, 10+ sec, 2+ click) 70% $.05

Activation Use (X page, Y sec, Z click) 30% $.25

Lead (Email/Blog/RSS) 5% $1

Profile (fill the form with data) 2% $3

Retention Open, update status Clickthru Rate (CTR) 3% $2

Repeated view (3+ view in 1 month) 2% $5

Referral Suggest 1 view 2% $3

Suggest 1 subscription 1% $10

Revenue minimum revenue 2% $5

break-even revenue 1% $25

MONITORINGKPI

KPI

DAU Daily active user

MAU Montly active user

CPM Cost per mi

CTR Click-through rate

CPC Cost per click

CPL acquisizione dei contatti (prospect) 5-10 euro

CPA/CPE Cost per action /engagement (es: retweet)

CPI/CPD per istallazione o dowload 1.000 euro es: 2000 dowload 0,50

CPLU loyal users (es: 3 sessione al mese per alcuni mesi) 2 euro a utente

LTV long time value

ARPU everage per user

Social media: monitor the information flow

Identify topics

Identify power users

Launch and manage the interactioncampaign live content

Forecast contest’ winners

MONITORING

Conversation

Awareness

Roi

Relationship with influencers

Crisis management

Dialogue generate innovation

Advocacy à WOM

Supporting in the community

MEAURE SOCIAL CAMPAIGNGoal

-- HOW TOwww.slideshare.com

-- DATAwww.socialbakers.comwww.altimetergroup.com

-- CASE HISTORYmashable.comtechcrunch.com

RESOURCES

-- YOUTUBEDellimellow

-- SOCIAL MEDIADavide LicordariJulius design

http://www.slideshare.com/

http://www.socialbakers.com/

www.altimetergroup.com/category/blog-post/

http://mashable.com/

http://techcrunch.com/

Agnese Vellar - @agneseh

Picture: Flickr/ jdhancock

Date post:	15-Feb-2017
Category:	Small Business & Entrepreneurship
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Communication Management for Startups

Small Business & Entrepreneurship