avoiding the marketing house of cards: sxsw v2v

AVOIDING the MARKETING HOUSE OF CARDS

2015 #SXSWV2V PANELPICKER PROPOSAL

@michelletripp

I OWN YOU.

AND I OWN YOUR FOLLOWERS.

the RECKONING

FACEbOOK AXES ORGANIC REACHTWITTER is CONTROLLING MORE of WHAT FOLLOWERS SEE

GOOGLE is ALTERING its STANCE on PAID INCLUSION

Is there anything startups and marketers can do?

YOUR FOLLOWERS and USERS LIVE in a SOCIAL WORLD.

THEY EXPECT YOU to be THERE.

but that doesn’t mean you have to let networkslike Facebook, Twitter, and Google hand you your hat.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

HOW CAN YOU USE SOCIAL NETWORKS to bUILD TRACTION and COMMUNITY

WITHOUT GIVING UP YOUR ENGAGEMENT POWER?

(and without a big media budget)

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

3 AGGRESSIVE STRATEGIES(Frank Underwood would be proud of)

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

1... CRAFT a CUSTOMER JOURNEY That Includes an Insanely Attractive

Data Capture Point You Control

2... CREATE a CAMPAIGN AROUND a bIG MARKETING IDEA

That Appeals to Your Follower’s Vanity

3... DEVISE an ADDICTIVE PURPOSE for YOUR PRODUCT That Insinuates Your brand

Into Your Follower’s Daily Life

DON’T be EVIL. be FORMIDAbLE.

Activate strategies that leverage deep user fears and desires.Inspire a customer journey that feeds their social soul.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

6-PART TACTICAL PLAN(because it’s not exactly legal to go around throwing bricks)

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

1... TAKE YOUR bRAND SERIOUSLYWhich brand assets make a real difference for a startup?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

2... DON’T be an ADVERTISING CHUMPOnly spend money once your ecosystem is in place

and you’ve established goals. Number goals.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

3... DON’T be a CHEAP SOCIAL TALKERShare generously using social promotions,

like your life depends on it. It does.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

4... NEVER UNDERESTIMATE EMAILIt’s not dead yet. And for now it’s your lifeline.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

5... DON’T WASTE ANOTHER MINUTE without MObILE

If you don’t have a mobile strategy, you probably don’t have a strategy.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

6... ADD EXPERIENTIAL ENGAGEMENTIf your product isn’t engageable, it’s forgettable.

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

Q / A

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

WHAT bINDS the STRATEGIES and TACTICS TOGETHER?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

WHICH STARTUPS are DOING it RIGHT?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

WHAT INSIDIOUS WAYS CAN ENGAGEMENT and GROWTH

be FURTHER ERODED?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

WHICH EMPLOYEE COULD be YOUR STARTUP’S

SECRET WEAPON?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

WHAT’S YOUR PERSPECTIVE?

“AVOIDING THE MARKETING HOUSE OF CARDS” #SXSWV2V @michelletripp

VOTEDO YOUR CIVIC DUTY AND VOTE FOR THE SXSW V2V PANELPICKER PROPOSALS OF YOUR CHOICE.

YOU DON’T HAVE TO VOTE FOR THIS ONE.bUT bE CAREFUL NEXT TIME YOU’RE IN A PARKING GARAGE AT NIGHT.

FULL DISCLOSUREFRANK UNDERWOOD IS AN IMAGINARY CHARACTER bASED ON A NOVEL bY MICHAEL DObbS THAT IS THE PROPERTY OF

COPYRIGHT HOLDERS AND DISTRIbUTED bY NETFLIX AND SONY PICTURES ENTERTAINMENT. COPYRIGHT HOLDERS AND DISTRIbUTORS HAVE NOT ENDORSED THIS PRESENTATION.

This presentation was created following the Fair Use Guidelines for Educational Multimedia. Certain materials are included under the Fair Use exemption of the U.S. Copyright Law.

Further use of these materials and this presentation is restricted.

2015 SXSW V2V“AVOIDING THE MARKETING HOUSE OF CARDS”

Vote and comment at panelpicker.sxsw.com

@michelletripp