Market Traction and a Strong Founder Brand

Integrated Marketing

for Startups + Micro-

Businesses #SMIATLIM

Gaining Traction Through a

Strong Founder Brand

Jacqui Chew

@jacquichew/ @LaunchAid

[email protected]

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



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


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

[email protected]

http://jacquichew.com

http://www.facebook.com/iFusionMarketing

http://www.linkedin.com/in/jacquichew

http://gplus.to/jacqui

©2010 iFusion Marketing LLC

Market Traction and a Strong Founder Brand

Business

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