Internet for Startuppers

Internet for startuppers use of low-cost internet tools for the

development of Minimum Viable Projects

By Antonio Scribano

Trieste, Sept. 6th, 2013

Who I am

About Fattelo!

What are the advantages?

But… what does a designer do?

Juicy Salif by P. Starck Karim Rashid

Designers are problem solvers

Everything is designed

Everyone is a designer

YOU CAN DESIGN

PRODUCT DESIGN


EXHIBITION DESIGN


USER EXPERIENCE DESIGN


BUSINESS MODEL DESIGN


STRATEGIC DESIGN


COMMUNICATION DESIGN


MVP Minimum Viable Product

What are we talking about ?

MVP Minimum Viable Project

What are we talking about ?

What stage?

Where we are

Hi!

What about the costrains?

What we’ll learn

How the internet works (in a simplified style) What to do to communicate your project How to use the web to collect data and understand more about your audience and your customers How to spread the word about your project How to start selling online and some basic techniques to increase sales

- - - - -

VERY VERY VERY BRIEF HISTORY OF THE INTERNET (FROM A USER PERSPECTIVE)

Part 1

Something for experts

User-generated content

Feedback

The revolution of social networks

Going mobile

From message to dialogue

From Brand Image to Brand Committment

The word of mouth

75% of people thinks companies don’t say the truth in their advertising

Source: www.unica.com

A new keyword

AUTHENTICITY Share your story,

ask for participation

It’s easier with web 2.0

So, how can we use the www?

Spread the word

Collect data

Get in touch

CREATING YOUR FIRST COMMUNICATION STRATEGY

Part 2

Asset #1: a great project

Solves an important issue

Solves it in a creative way

Excite people

(useful)

(innovative)

(fascinating)

Some basic facts

Some basic facts

Values

Channels Language (+ knowledge)

Step 1: find the values

Open philosophy

ecology project Makers

participation DIY entrepreneurship change

future reuse youth

Do/learn

Why it is useful?

Open philosophy

ecology project Makers

participation DIY

entrepreneurship

change future

reuse youth Do/learn

community customization

Step 2: choose your language

Generic Technical

Hilarious

Serious

Step 2: choose your language

Generic Technical

Hilarious

Serious

The boy in the pub downstairs

The referee for your article

Step 3: find the channels

COMMUN. CHANNELS

OWNED You can manage them, you build your audience

NOT OWNED Someone else manage them, have their own audience

Website Blog SN pages Web radio Youtube channel …

Online/offline mag. Blogs Communities Forums SN pages ….

Step 3: find the channels

COMMUN. CHANNELS

OWNED You can manage them, you build the audience

NOT OWNED Someone else manage them, have their own audience

Website Blog SN pages Web radio Youtube channel …

Online/offline mag. Blogs Communities Forums SN pages ….

Don’t forget your choices

1. VALUES

2. LANGUAGE

3. CHANNELS

Ecology, fairness, equality…

Direct, funny, technical…

Owned (website, blog, SN) Not Owned (community, online

magazines…)

MINIMUM COMMUNICATION KIT

Part 3

The name

1. Distinctive 2. Meaningful 3. Memorable

The name

1. Distinctive 2. Meaningful 3. Memorable

FATTELO! Stay short

Italian litteral translation for DIY (backstory)

The logo

1. Convey a big idea 2. Embody strategic positioning 3. Differentiate you from the competition

Creating your first logo

The press release

HEADLINE + DATE

INTRODUCTION

BODY

CONTACT INFORMATION

Briefly summarizes the news

Who, What, When, Where and Why

Further explanations and relevant details

Write down your telephone number!

Images and videos

Infographics

Source: unbounce.com

Use Dropbox

CREATING YOUR BRAND NEW WEBSITE (SPENDING REALLY FEW MONEY)

Part 4

Get in touch

Tell your story

Get in touch

Collect data

Really low-cost options

URL Wordpress

or Tumblr

Domain name

Free Template

/ + +

Wordpress on dedicated hosting

Wordpress: plugins

plugintable.com

Wordpress on dedicated hosting

URL Wordpress Domain

name Template

+

Web Hosting

+ DB +

Protection

+ +

Find your template

Which template?

Responsive

Support plugin

Easily customizable

IMPLEMENT ANALYTICS AND DISCOVER THE FULL POTENTIAL OF YOUR WEBSITE

Part 5

What is Google Analytics?

What are KPIs?

Key Performance I ndicator

Number of visitors / Time spent

Demographics

Technology

Traffic sources

Traffic sources (search)

Traffic sources (referral)

Visitors flow

Event tracking

App pretotyping

Goals and conversion funnel

Event 1 Event 2 Event 3 Event 4 Goal

Goals and conversion funnel

Downl. /Buy

Select product

Qty Pay now

Sale

411 76 71 20 4

E-commerce conversions

Increase visits and purchases

Visitors Interested Customers

YOU

Increase visits and purchases

Ex.: Statistics for eppela.it

Age

Education

Origin

Income

Time spent

25-44

Graduated

Italy (86,6%)

0-30K $

4:40 min

Source: www.alexa.com

Quantcast

Nytimes.com

Technorati

THE AMAZING WORLD OF SOCIAL NETWORKS

Part 6

What are SNs ?

Type of Social Networks

CATEGORY

MECHANISM

AUDIENCE

Generic specific

120 characters, image pinning…

Cross-gen, young people, researchers…

Social Networks population

Source: Statista 2013

Leading social networks worldwide as of July 2013, ranked by number of registered users (in millions)


Source: Pew Research Center, 2013

And Social Media?

3 basic rules to manage SMs

Rule #1

Think to SMs as tools to enable conversation

Rule #2

You can’t control conversation, but You can influence it


Rule #3

Influence is the basic to get in touch and start building a relationship


FACEBOOK, THE LAND OF LEISURE AND TIME WASTE

Part 6.1

Edge Rank

Your FB page + content

Edge Rank in detail

Source: jenders.com, 2012

Increase fans

POST CONTENT to let people interact

SPAM FRIENDS! to start collecting fans and spread the word! Tip: use “Autoselect all FB friends” browser extension

Publish content

CONTENT

ORIGINAL

FROM OTHERS

Relevant Understandable Use images and videos

Relevant Coherent with your project and values Understandable

TIP #1: How to write posts

80 char. Posts 80 characters or less in lenght have 27% higher engagement rates

Source: Buddymedia

Source: Buddymedia

TIP #2: When to post

Source: Buddymedia

TIP #2: When to post

The less people want to be at work, the more they are on Facebook!

TIP #3: Fan follows instructions

Source: Buddymedia

TIP #4: Use soft seller KW

Source: Buddymedia

TIP #5: Ask questions

Source: Buddymedia

Posts that end with a question have a 15% higher engagement rate Don’t ask Why, ask Where, When, Would & Should

Learn! 2nd June 2013 – 30th Aug. 2013

Learn!

TWITTER: THE LAND OF PEOPLE WHO ARE INTERESTED IN SOMETHING

Part 6.2

A different way of interacting

120 char.

TIP #1: Post during weekends

Source: Buddymedia

TIP #3: Tweet during busy hours

Source: Buddymedia

TIP #4: Use different SNs

Source: Buddymedia

TIP #5: Tweet from 1 to 4 tw/day

Source: Buddymedia

TIP #6: Use less than 100 characters

Source: Buddymedia

TIP #7: Links drive RT

Source: Buddymedia

TIP #8: Use hashtags

Source: Buddymedia

TIP #9: Use images

Source: Buddymedia

TIP #9: Ask to R-E-T-W-E-E-T

Source: Buddymedia

GOOGLE+, THE LAND OF THOSE WHO DON’T WANT TO STAY ON FACEBOOK

Part 6.3

Google Hangout

TOOLS TO HELP YOU MANAGE YOUR PRESENCE ON SOCIAL NETWORKS

Part 6.4

Feedly

Buffer

Buffer + Tweriod

CREATING YOUR BLOG Part 7

Why you have to create one ?

2x a blog doubles the visits on your site Source: nowmedia.it

3 ways to use a Blog

Project/Product team

Prod./Serv. Development

Corporate

What matter?

QUALITY Helps you stay on

top of the discussion

QUANTITY Helps you to reach a

wider audience

When to post?

corriere.it

Rai5 Rerun

Find hot topics

DIGITAL PR: GET IN TOUCH AND SPREAD THE WORD

Part 8

Why Digital PR?

What matters for journalists?

What are they looking for?

Who to contact

TOPICS

ACTUALITY

AUDIENCE

Eco, tech, food…

Are people talking about this topic ?

Mainstream, experts, families…

Where to find emails

SMALL SITES

BIG MEDIA

Redazione

SPECIFIC SECTION Journalist

Create a standard email

INTRODUCTION

REASON

CONTACT INFORMATION

Who, What, When, Where and Why

Why are you trying to get in touch?

and ask for a response!

LINKS to video, images and other resources

PRESS RELEASE attached

Build your media contact list

Name Surname Country Media Topic VIP?

JOHN JOHNER US FOOD&HEALTH FOOD NO

FRANK FRANKER DE TECH ADDIKT TECH NO

JOAN LOAN ES ANDANDO HEALTH YES

KARL MARX URSS HISTORY TV HISTORY YES

THE MANY ADVANTAGES OF CROWDFUNDING

Part 9

A powerful way to start your journey

Collect money

Meet your supporters

Spread the word

Results

Funds collected

Founders

Visits

Facebok Fans

Twitter followers

NL subs.

MARKETING AND E-COMMERCE

Part 10

3 fundamental rules

INSIST

3 fundamental rules

INSIST INSIST

3 fundamental rules

INSIST INSIST INSIST

The 4P (or: the marketing mix)

Product Price

Place (distribution)

Promotion

Segment your customers

Segment your customers

Geographic Behavioral

by Benefit by Occasions

Find your Personas

Davide Architect

34 years old, Architect, traveller, single, no children Income: 60k+/y

He has is own studio and likes to travel worldwide to get inspiration. Needs: he’s looking for original designs to show to friends

Arduino Engineer

45 years old, Engineer, DIYer, tech addicted, married. Income: 72k+/y

Works for a big company, he’s a DIYer and like to experiment with technology. Needs: interesting things to make and experiment on

What are you selling ?

http://www.youtube.com/watch?v=l5Tw0PGcyN0

Creating an E-Commerce

ONLINE SHOP

ON YOUR SITE

ON 3rd PARTY E-COMMERCE

+ increase brand awarn. + increase your rank on

Google - needs more time to be

implemented

+ wider audience (community)

+ already tested - lower margin - less customization

E-Commerce on third-party webs

CATEGORY

CUSTOMERS

FUNCTIONS

Handcraft, designers, makers…

Instruction, income, gender, origin…

Promo, shipping costs, catalogue, embed…

Social Commerce platforms

on Facebook on your site on the

community

Social Commerce platforms

Prestashop

Magento

E-Commerce on Wordpress

The checkout process


100 10 8 7


100 10 8 7

Catalog depth ? Shopping experience? Price ?

-90


100 60 5 4 -55


100 60 5 4

Complex process? Not clear information?

Payments Methods?

INCREASE SALES (LOW COST VERSION)

Part 10

Mail Marketing

Mailchimp

Newsletter funnel

Sent Opens Clicks Conversions

Newsletter funnel

Sent Opens Clicks Conversions

What happen on your site

Build your list

e-mail *

Name *

Surname *

Use MM to segment

Weekly Newsletter Main topic Something important you’ve done or you’ll do soon…

Topic 1 I.e. Ecology

Link

Topic 2 I.e. Tech

Link

Topic 3 I.e. Health

Link

Weekly Newsletter Main topic Something important you’ve done or you’ll do soon…

Topic 1 I.e. Ecology

Link

Topic 2 I.e. Tech

Link

Topic 3 I.e. Health

Link 10% 70% 20%

Use MM to segment

User 1 User 2

Ecology Tech Health

User 3 User 4 User 5 User 6 User 7 User 8 …

User 9 User 10 User 11 User 12

Use MM to segment

Customize: merge tags

Customize: conditionals

Use Mailchimp as a CRM

Mailchimp + Social Pro Addon

TAKE ADVANTAGE FROM BEING NO-ONE AND DISCOVER YOUR CUSTOMERS

Conclusions and resumen

Internet is…

Authenticity Talk about you, your ideas, your goals, the problem you’re aiming to solve and the problems you’re facing.

Exchanging value Talk with your audience, listen to them and continuosly learn about their needs

Internet is…

People Ask them to help you. Ask friends at the beginning, then ask directly to your customers. If you are authentic and fair, they’ll listen

Internet is…

Freedom of speech You can’t control conversation, you can just influence it (but this is a good beginning to engage with people). Say what you think!

Internet is…

Customization Tune your offer depending on the findings you’ve made about your customers and offer them just what they need.

Internet is…

A pot full of information Use it to design your strategy in a more effective way. Provide the information your customers need. Don’t get overwhelmed!

Internet is…

Collaboration Shift your way of thinking from “I’ll do everything” to “let people help me”. This creates awareness and sense of participation

Internet is…

Everywhere Think at the internet not like a virtual world, but about something that (intinge) reality. So don’t forget the offline!

Internet is…

A test environment Use the internet to test your assumption and create your pretotypes. Find the low-cost tools you need to build them

Internet is…

Final thanks

Icons from

The Noun Project a great project aiming at building

a global visual language

www.thenounproject.com

(All the icons are property of their respective owners)

THE END! Thank you for your attention,

hope this was useful

[email protected] it.linkedin.com/in/antonioscribano

www.fattelo.com

Resources Books P. Peretti, Marketing Digitale – Scenari, strategie, strumenti, Apogeo, Milano 2011 A. Welher, J. Katz, Brand Atlas, Wiley, 2011 Marketing Blogs E-consultancy – econsultancy.com

Website + E-commerce Tools Wordpress –wordpress.org Prestashop – prestashop.com Magento – magento.com SN management tools Bufferapp – www.bufferapp.com Tweriod – tweriod.com IFTTT – ifttt.com Mail Marketing tools Mailchimp – mailchimp.com News aggregators Feedly – feedly.com

Analytics and Statistics Google Analytics – analytics.google.com Global Web Index – globalwebindex.net Alexa –alexa.com Quantcast –quantcast.com Technorati –technorati.com Buddy Media – salesforcemarketingcloud.com

Internet for Startuppers

Social Media

Transcript of Internet for Startuppers