Date post: | 29-Aug-2014 |
Category: |
Business |
Upload: | ifusion-marketing |
View: | 784 times |
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Integrated Marketing
for Startups + Micro-
Businesses #SMIATLIM
Gaining Traction Through a
Strong Founder Brand
Jacqui Chew
@jacquichew/ @LaunchAid
Traction - Building Blocks
Users
Customers
Press
Analyst Coverage
Reviews/Awards
Advisors
Mentors
Employees
Contractors
Investors
???
What is Brand?
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” - Jeff Bezos
"What’s a brand? A singular idea or concept that you own inside the mind of the prospect." - Al Ries
“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”
- Tom Chappell, Tom's Of Maine
Focal Point
Users
Customers
Personal Brand
Appearance
Attire
Knowledge
Personality
Founder Brand
• Shaped by whatwhatwhatwhat is
communicated and
howhowhowhow it is
communicated
• Resonance
determined by
relevancerelevancerelevancerelevance and
frequencyfrequencyfrequencyfrequency
Effect of Social Engagement
©2012 Fusion Marketing LLC
1111
2222
Who Is Your
Audience?
What Are You &
Your Audience
Passionate About?
Which
Channels to
Engage?
The Social Strategy Framework
Product Development
What does
your brand
stand for?
3333
Define your audience.2222
Demographics: characteristics of a group of people such as gender, race, income, etc.
Geography: The geographical location of a group of people.
Psychographics: Personality traits, lifestyles, values, interests, attitudes, etc.
Behavioral: Usage rate, usage pattern.
Socialgraphics: online behavior and relationships
Define your audience.
Nothing
Advocate
Repeat Action/
Enthusiast
Aware,
no action
Single action
Action Continuum
2222
What Does Your Audience Know
About Your Brand?
What is your founder brand?3333
Who Are You + What Do You Stand For
Wh
y th
is
sta
rtu
p?
Ind
ustr
y
kn
ow
led
ge
Exp
ert
ise
How do the above align with your audience?How do the above align with your audience?How do the above align with your audience?How do the above align with your audience?
Desired Social Media Effect
©2012 Fusion Marketing LLC
©2012 Fusion Marketing LLC
Be a good social citizen• Be helpful• Listen
Build a strong work network• Quality not quantity
Share great content • Better the content,
the more likely your network will share
Be consistent• Stay on message• Post regularly
Set measurable goals• Helps with time
management
Be engaging• Promote others• Acknowledge when
your network shares your content
©2012 Fusion Marketing LLC
Rely on one channel• Each network has
its strengths
Be too sales-sy• Allow others to
discover what you do
Broadcast generic messages
Don’t spam• Cross post with
caution
No fighting• Take complaints,
disagreements, etc. offline
• Everyone can see what you are writing
Pre-Content Creation Checklist
� Update all personal profiles (Linkedin, Facebook, Twitter, G+, etc.)
� Optimize website for search (structurally and content)
©2011 iFusion Marketing LLC
5 Steps to a 3-Month Editorial Calendar
1. List all industry events, seasonal holidays, festivals, etc. and impending company milestones in the next 3 months
2. Develop blog topics/video/photos that align with your founder brand and/or leverage seasonal trends
� Visual brands: be sure to leverage Pinterest, Facebook Albums, Flickr, YouTube, etc.
3. Curate and share 3rd party Content
4. Apply the Rule of Five
Remember to engage + converse
with your audience
Managing Your Networks
Scheduling Tools
� Hootsuite
� Seesmic Ping
� TweetDeck
� Buffer
� Social Sprout
Curation Tools
� Xydo
� Flashissue
� Storify
� Scribit
1111
2222
Who Is Your
Audience?
What Are You &
Your Audience
Passionate About?
Which
Channels to
Engage?
The Social Strategy Framework
Product Development
What does
your brand
stand for?
3333
Connect with me:
@jacquichew @iFusionMktg
http://jacquichew.com
http://www.facebook.com/iFusionMarketing
http://www.linkedin.com/in/jacquichew
http://gplus.to/jacqui
©2010 iFusion Marketing LLC