Post on 17-Oct-2014
description
tara hunt - limefoundry.com/tarahunt.com by tara hunt
tara hunt - limefoundry.com/tarahunt.com
about me
www.tarahunt.com (formerly horsepigcow) www.buyosphere.com (built product)
www.limefoundry.com (current project)www.citizenspace.us (sold in 2010)
tara hunt - limefoundry.com/tarahunt.com
about me
1. ran one of the first 100% social media campaigns in 2006 with unprecedented results
- in 24 hours after launching, Riya.com had over 1 million uploads (then like.com and now
google product search)
2. was on Twitter before it had vowels (TWTTR)
- number 112 to join (1st Canadian!)
3. worked with many early ‘web 2.0’ startups through Citizen Agency
- including Slideshare, Tripit, Get Satisfaction, Social Text and Songbird.
4. wrote The Whuffie Factor (2009) - published in 7 languages
- promoted it with a cross-country (US) karaoke roadtrip
tara hunt - limefoundry.com/tarahunt.com
the big question:what are the elements to a
product’s success?
tara hunt - limefoundry.com/tarahunt.com
it’s never one thing
tara hunt - limefoundry.com/tarahunt.com
product marketing
external factors
tara hunt - limefoundry.com/tarahunt.com
product
some factors:• knowing the market
• building for that market
• solves what it sets out to
solve
• emotional design
• great user experience
• low switching cost
• differentiation
• ‘public’ presences
• enjoyable
• functional
• engaging
• analysis/data/feedback
• content
tara hunt - limefoundry.com/tarahunt.com
marketing
inbound• customer service
• content
• beta testing
• user experience
• transparency
• storytelling
• opt-in updates/newsletters
• SEO/SEM
• thought leadership
• social media
• community building
• analytics/testing/feedback
• influencer earned
• word of mouth
• landing pages
outbound• direct mail (not opt-in)
• ad placement (tv, radio, online,
etc)
• coupons
• press releases
• influencer paid
• sales calls
• trade shows
• spam
• sponsored posts/articles
• giveaways
• tell a friend incentives
• growth hacking
• notifications
• onboarding/removing barriers
NOTE:
marketing
+ product
aren’t that
distinct.
tara hunt - limefoundry.com/tarahunt.com
external factors out of your control
• competition
• social changes
• legal restrictions or policies
• technology
• taxation issues
• political influences
• weather
• economy
• trends
• customer tastes
• technological changes
in your control• financial (sort of in your
control)
• talent (hiring the right people,
firing the toxic ones)
• reputation (you can’t control
what people say about you,
but you CAN act in a way they
say good things)
• misjudging enthusiasm for
potentially paying customers
• bad product/market fit
tara hunt - limefoundry.com/tarahunt.com
product marketing
external factors
A B
CD
A - niche success
B - unsustainable
C - bad luck
D - bingo!
tara hunt - limefoundry.com/tarahunt.com
product
market
the goal is to:
tara hunt - limefoundry.com/tarahunt.com
still skeptical?
tara hunt - limefoundry.com/tarahunt.com
a few stats
tara hunt - limefoundry.com/tarahunt.com
484,224new businesses started in the UK in 2012
tara hunt - limefoundry.com/tarahunt.com
1 3in every
businesses fail within the first 3 years. (UK)
tara hunt - limefoundry.com/tarahunt.com
400 millionindividuals all around the globe are engaged in entrepreneurship
tara hunt - limefoundry.com/tarahunt.comhttp://www.flickr.com/photos/28291679@N06/4039684475/
“Of COURSE everyone in the world will choose
your product. It’s special...just like you!”
Mom
tara hunt - limefoundry.com/tarahunt.com
product
market
so now...about that
tara hunt - limefoundry.com/tarahunt.com
case studyproduct:
subscription model
tara hunt - limefoundry.com/tarahunt.com
“Subscription services are a fad.”
BEFORE“The market isn’t big
enough.”
“We don’t invest in high costs with low
margins.”
“Women don’t need this service.”
tara hunt - limefoundry.com/tarahunt.com
[insert $6000 video that goes viral]conceived over takeout food by a few friends.
tara hunt - limefoundry.com/tarahunt.com
“What a brilliant idea!”
AFTER
“Best tampon ad in the history of the world.”
“What [revenue] took me a month, I now do
in an hour.”
tara hunt - limefoundry.com/tarahunt.com
“My tiny company that had been limping along released a video. And the video exploded...Suddenly I had a flood of orders and received an outpouring of support in the form of emails from women and girls
around the world.”Naama Bloom, CEO HelloFlo
tara hunt - limefoundry.com/tarahunt.com
product marketing
external factors
A B
C
A - smart/fun idea
B - amazing/funny
video
C - great timing
tara hunt - limefoundry.com/tarahunt.com
case studyproduct:
kitchen appliance
tara hunt - limefoundry.com/tarahunt.com
100% earned
tara hunt - limefoundry.com/tarahunt.com
story overview:• "Even though we had the best blender in the world,
people didn’t know who we were. We wanted to demonstrate the power and durability of the Blendtec blender."
• first video launched November 2006
• $50 budget: white lab coat, marbles, McDonald’s meal, garden rake, safety glasses
• online sales grew by 700%
• almost half of those who have viewed the videos have visited Blendtec.com. 15% of those have made a purchase
• made over $50,000 from ad revenue from YouTube
• increased SEO because of the hundreds of thousands of inbound links
tara hunt - limefoundry.com/tarahunt.com
product marketing
external factors
A B
C
A - solid product
B - great videos
C - early on YouTube/
taking advantage of hot
news items (iPad)
tara hunt - limefoundry.com/tarahunt.comcase studyproduct: spread an idea
tara hunt - limefoundry.com/tarahunt.com
story overview:• 23 year old student Elise Andrew
• started March 2012
• a ‘boredom’ project
• 1,000 page likes in 24 hours
• wasn’t intended to be successful, but at 100,000 likes, she thought she should get more serious about it.
• “Science communication is just preaching to the choir, speaking to the converted...All those people who were turned off of science at school...we can show them that they should want to learn, not because they have to but because this stuff is fucking cool.”
• started as a hobby, but is now a commercial venture. She sells merchandise, is offered book deals, is offered tv deals, etc.
tara hunt - limefoundry.com/tarahunt.com
6.9 millionlikes on her facebook page ‘I Fucking Love Science’
tara hunt - limefoundry.com/tarahunt.com
2.2 million= the number of likes the official NASA page has.
NASA!!!!
tara hunt - limefoundry.com/tarahunt.com
product marketing
external factors
A B
C
A - cool/engaging
topic (well curated)
B - great branding
C - science is hot
tara hunt - limefoundry.com/tarahunt.com
the next question:what draws attention to a product?
tara hunt - limefoundry.com/tarahunt.com
http://jonahberger.com/books/contagious/
social currencyHow does it make people look
to talk about you?
Can they feel like insiders?
VIPs?
triggersWhat are the stimuli that
prompt people to think about
you? What are common
environmental triggers?
emotionHow does your content stimulate
states of high emotional arousal?
publicCan people see when others are
using or engaging with you?
(beyond FB shares)
practical valueHow can we show them your
product drastically improves their
lives? Is the content incredibly
useful?
storiesWhat broader narrative can we
wrap your story in? People share
stories, not information.
STEPPSthe 6 keys to what people remember and talk about.
source: Contagious by Jonah Berger
tara hunt - limefoundry.com/tarahunt.com
social currency
1. inner remarkability - unusual, extraordinary or worthy of notice or attention.
What is that thing that makes you stand out from the pack?
2. game mechanics - igniting friendly competition. People don’t just care about
how they are doing, they care about their performance in relation to others.
Feedback encourages more use + social sharing.
3. make people feel like insiders - scarcity and exclusivity help products catch on
because they seem more desirable. It creates ‘insider knowledge’.
tara hunt - limefoundry.com/tarahunt.com
social currency inner remarkability
Panache Chauffeur.in a world of commoditization (so many car services, taxis, drivers, Ubers, etc), Darren’s company is remarkable. It’s the attention to detail, the desire to over-deliver and the understanding his customer’s needs.
candy!
power points!
pre-loaded iPads
wifi!
tara hunt - limefoundry.com/tarahunt.com
social currency inner remarkability
tara hunt - limefoundry.com/tarahunt.com
social currency game mechanics
reports.
badges.
leaderboards.
tara hunt - limefoundry.com/tarahunt.com
social currency in-the-know
fab.com.already a member club, but those who have been loyal members got a special card.
tara hunt - limefoundry.com/tarahunt.com
triggers
1. opportunistic triggers - what is going on in the world that you can attach
yourself to to leverage WOM? (memes, ideas, current events)
2. everyday triggers - what are the triggers - the little environmental reminders -
that people do everyday that will keep you top of mind?
3. competitive triggers - making a rival’s message act as a trigger for your own.
This is called a ‘poison parasite’ because it renders the competition’s message a
trigger to think of you.
tara hunt - limefoundry.com/tarahunt.com
opportunistic triggerstriggers
yes. serious organizations CAN participate in memes.
tara hunt - limefoundry.com/tarahunt.com
everyday triggerstriggers
can you see a gnome without thinking of travelocity?
tara hunt - limefoundry.com/tarahunt.com
everyday triggerstriggers
these make me smile. I’m already thinking of shoes (neg.) + now Zappos steps in (pos.)
tara hunt - limefoundry.com/tarahunt.com
competitive triggerstriggers
#2? no problem. now the company in the #1 spot has to defend themselves.
tara hunt - limefoundry.com/tarahunt.com
emotion
1. high arousal emotions - awe, excitement, humor/amusement, inspiration, joy,
love, anger and anxiety are all high arousal emotions that encourage sharing.
How can we make the content align to this high arousal state?
2. focus on feelings - rather than harping on features or facts, we need to focus on
feelings; the underlying emotions that motivate people to action. How do you
make people feel?
3. the three whys - to find the emotional core of an idea, write down why you think
people are doing something then ask, “Why is this important?” three times.
tara hunt - limefoundry.com/tarahunt.com
emotion high arousal emotions
tara hunt - limefoundry.com/tarahunt.com
emotion high arousal emotions
tara hunt - limefoundry.com/tarahunt.com
emotion focus on feelings
Dove’s ‘Real Beauty’ focuses on making women feel beautiful at any size or shape, not their products.
tara hunt - limefoundry.com/tarahunt.com
emotion the three (or more) whys
1. people do this thing....
- why is this important?
2. because they want to achieve this...
- why is this important?
3. because they are driven by this deep desire...
- okay...that’s where the magic is.
tara hunt - limefoundry.com/tarahunt.com
public
1. visibility - how do you make the invisible (someone’s personal actions, for
example) visible?
2. the psychology of imitation - people imitate because others’ choices provide
information + help resolve uncertainty. (“the line up is long, so the food must be
good!”)
3. behavioral residue - the physical traces or remnants that most actions or
behaviors leave in their wake.
tara hunt - limefoundry.com/tarahunt.com
public visibility
the white headphones created a public statement of the private act of listening to music on a personal listening device.
tara hunt - limefoundry.com/tarahunt.com
public psychology of imitation
mimetic desire:“we desire objects because someone else desires that object”
tara hunt - limefoundry.com/tarahunt.com
public behavioral residue
encouraging people to share publicly their private actions (buying a book, rsvping to an event, etc) creates behavioral residue others can follow.
tara hunt - limefoundry.com/tarahunt.com
practical value
1. availability - restricting availability makes things seem more valuable: whether
it’s time (act now! for a limited time!) or quantity (one per household!) or limited
to certain people.
2. useful information - short lists focused around a key topic are very sharable.
tara hunt - limefoundry.com/tarahunt.com
practical value
availability
when people feel like they got a deal, they’ll let everyone know.
tara hunt - limefoundry.com/tarahunt.com
practical value
useful information
infographics showing useful stats and ideas are very popular.
tara hunt - limefoundry.com/tarahunt.com
stories
1. the trojan horse - stories carry things: a lesson, information or messages. What
is that story to tell where you are at the center of the message? Make sure the
information you want people to remember and transmit is critical to the
narrative of this story.
2. creating stories for customers - What are those little touches that are worth
talking about?
tara hunt - limefoundry.com/tarahunt.com
stories trojan horse
Chipotle tells the tale of a future of manufactured food where you can be the scarecrow that saves us all. It’s a follow up from their amazing Back to the Start
campaign - focusing on the story of local sustainable farming, not their food.
tara hunt - limefoundry.com/tarahunt.com
stories give customers a story to share
social currencyHow does it make people look to
talk about you?
triggersWhat are the stimuli that prompt
people to think about you?
emotionHow does your content stimulate
states of high emotional arousal?
publicCan people see when others are
using or engaging with you?
practical valueHow can we show them your
product drastically improves their
lives?
storiesWhat broader narrative can we
wrap your story in?
STEPPShow can you incorporate these into the core design/marketing of your product?
source: Contagious by Jonah Berger
tara hunt - limefoundry.com/tarahunt.com
conclusion
1. marketing, product and world events/ideas/technology are not isolated
- their functions cross over and work in tandem to make for a successful product
2. there are oodles of businesses making products and services
- you need to give people a reason to not only choose you, but want to spread the word
that others should choose you
3. the ‘secret’ to sharable, remarkable products, services + content can be codified (but there is no formula)
- social science - and science in general - is uncovering core factors that make for
sharable, remarkable experiences.
tara hunt - limefoundry.com/tarahunt.com
tara hunttara@tarahunt.com
@missrogue
www.tarahunt.com
www.limefoundry.com