aia2018 - erica swallow - mindshare: building thought leadership & community

MINDSHAREBUILDING THOUGHT LEADERSHIP & COMMUNITY

01.08.18

#AIA2018

CONTENT IS MY LIFE

@ericaswallow #AIA2018

CONTENT IS MY HOBBY

@ericaswallow #AIA2018

The degree to which your brand is top-of-mind.

MINDSHARE

SEARCH ENGINE

SOCIAL NETWORK

TAXI APP

PROFESSIONAL NETWORK

COFFEE

THE AIM OF MINDSHAREIS TO ESTABLISH

A BRAND

AS ONE OF THE BEST PRODUCT OR SERVICES

IN A CATEGORY

SUCH THAT IT BECOMES

SYNONMOUS

WITH THE CATEGORY.

Madden, Charles S. "Marketers Battle for Mind Share," Baylor Business Review Vol. 9 (Spring, 1991). 8–10.

BECOMING SYNONYMOUS

@ericaswallow #AIA2018

Adhesive bandages Facial tissues Lip balm

SYNONYMS IN TECH

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Just it.

Should we there?

I’ll it.

Strategies for buildingmindshare.

HOW?

MANY MARKETING CHANNELS

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WEBSITESEO / SEMSOCIAL MEDIAEMAILPODCASTWHITE PAPERSEBOOKS

MEDIAEVENTSSPONSORSHIPSRETARGETINGADVERTISINGVIDEOSINFOGRAPHICS

Bottom line: Understand your audience and what they need.

TWO DOMAINS FOR BUILDING MINDSHARE

THOUGHTLEADERSHIP

COMMUNITYBUILDING

@ericaswallow #AIA2018

Being the go-to opinion leader in an area of expertise.

Gathering your target audience with a shared goal in mind.

02 OOLA 03 ENTREPRENEUR KID01 CONTENTLY

STARTUP CASE STUDIES

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Audience: Marketers & Writers (two-sided market)

Problem: Marketers need content creation help. Freelance writers need more clients.

Solution: A platform and marketplace for content creation, from matchmaking to publication.

Strategy: Build out both sides of the market while becoming go-to experts in content marketingSuccess: Works with top brands including GE, American Express, IBM, Walmart, Facebook. Have a high-quality network of 100,000 freelancers spanning 60+ countries.

CONTENTLY CASE STUDY

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01. BLOGS + EMAIL + SOCIALThe Content Strategist (marketers)The Freelancer (writers)

02. EVENTS + CONFERENCESFreelance Writers Meetup (NY)Content Conversations Meetup (NY)The Contently SummitContently Awards

03. EBOOKS + GUIDESAn entire section on the website, dedicated to helping marketers, capturing leads.Plus, a trade book co-authored by the CEO and Editor in Chief.

04. WRITERS PORTFOLIOA tool all writers need. But also an industry standard-setting portfolio that makes Contently network applications and client matching smoother.

CONTENTLY’S KEY STRATEGIES

@ericaswallow #AIA2018

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Audience: Active women who wear modestwear

Problem: Difficult to find stylish, modest activewear

Solution: Performance-engineered, loose-fitting headcovers, tops, and pants

Strategy: Building an enthusiastic community of early adopters

Success: Landed distribution in Qatar’s top sports apparel store (Sports Corner) within first six months of launch.

OOLA CASE STUDY

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01. INDIEGOGO CAMPAIGNTesting concept and building early adopters with crowdfunding. Raised 225% of goal, a total of $33,790 raised from 115 backers.

02. LADIES-ONLY EVENTSDoha-based, ladies-only athletic events, such as Oola Run, where women gather to exercise (run, bike, walk, dance). Opportunity to test and introduce products.

03. MEDIA COVERAGECoverage in Al Jazeera, The Gulf Times, Doha News, Entrepreneur, Sisters Magazine. (Ex: When Nike launched sports hijab, Al Jazeera requested comment from CEO Haya Al Ghanim.)

04. BLOG + SOCIALHighlighting influencers and commenting on relevant news and trends in the modest activewear community.

OOLA’S KEY STRATEGIES

@ericaswallow #AIA2018

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Audience: 5-10 year olds; Parents and teachers who want to teach children entrepreneurship

Problem: Children do not have access to entrepreneurship education at young ages (5-10)

Solution: A suite of products (starting with children’s books) that teach youth entrepreneurship

Strategy: Tell child entrepreneur success stories in order to inspire future child entrepreneurs

Success: Pre-sold >1,000 books on Kickstarter ($20,010 raised from 226 backers in 27 states and 13 countries)

ENTREPRENEUR KID CASE STUDY

@ericaswallow #AIA2018

01. BETA READERSBeta list of 50 parents and entrepreneurs who became early advocates through input on manuscripts and illustrations

02. SEO + BLOG + SOCIALGoogle is a common tool for parents and teachers seeking entrepreneurship education resources. From our name to blogging to social and Amazon distribution, we are optimizing for search.

03. SPEAKINGTargeted speaking opportunities at youth entrepreneurship camps, entrepreneurship classes, and entrepreneurship-related teacher trainings

04. CURRICULUM DEVELOPMENTCreating standards-aligned lesson plans for easier implementation in classrooms

ENTREPRENEUR KID’S KEY STRATEGIES

@ericaswallow #AIA2018

What can you learnfrom these case studies?

LESSONS

1 2 3

MINDSHARE LESSONS LEARNED

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Focus on audience needs. Meet them where they’re at.

Provide immense value.

Dominate mindshare.Become synonymous.

CHALLENGE

E

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hi@ericaswallow.com

@ericaswallow

Reach out if you’d like to chat about startup marketing, education, or youth entrepreneurship!

CONTACT INFORMATION

P 870.565.5200

@ericaswallow #AIA2018

PHOTO CREDITS

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Slide 1: Tooma, AIA Day 6 Side 10: Zsolt Fila, CabbageSlide 24: Chung Ho Leung, Note Taking