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The Social Startup
New strategies for a new world
Dzien dobry!
june 2013KRAKOW, POLAND
JD Lasica@jdlasica
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Creative Commons BY photo on Flickr
by Tom@HK
Relax!Slides at http://bit.ly/bitJD | hashtag: #bitspiration2013
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Polska
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Dziadziu & Babcia Łasica
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Dziadziu & Babcia Łasica
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Reimaginings
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Reimaginings
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A journey of discoveryA W H O L E L O T T A Ł A S I C A S
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Build generosity into your startup(I didn’t know these people!)
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Reimaginings
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It’s a new world
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• 1 billion+ Facebook users worldwide.
• 200 million blogs; 1 million blog posts created per day
• Twitter: 200+ million active users, 500 million tweets per day
• Google+: 343 million active users
• LinkedIn: 200 million monthly users
• Pinterest: 50 million users
• Instagram: 100 million users, 4 billion photos
• YouTube: 4 billion videos watched per day
• 90% of Internet users are outside the US!
Social’s explosive growth
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Global mobile traffic: voice & data, 2010-2018
Mobile traffic data will grow 1,200% in next 5 years
Data outlook for smart devices
Where weare today
O B L I G A T O R Y M O B I L E S L I D E
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The world is changing
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The world is changing
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Product, product, product, yes
1) Message. What’s the one brilliant thing your startup will do? What’s the one thing you’ll be known for?
But also consider 3 ideas for Social Startup success:
2) Messengers. Use social to build a passionate community.
3) Media. Use social to tell your own story.
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Zappos: Delivering happiness1 . H A C K Y O U R S T A R T U P ’ S M E S S A G E
Zappos’ 10 core values
1. Deliver “wow” through service2. Embrace and drive change3. Create fun and a little weirdness4. Be adventurous, creative and open-
minded5. Pursue growth and learning6. Build open and honest relationships
with communication7. Build a positive team and family spirit8. Do more with less9. Be passionate and determined10. Be humble
“Zappos is a customer service company that happens to sell shoes.”— founder Tony Hsieh
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Build Social DNA into the cultureZ A P P O S ’ H I R I N G P R O C E S S
Social is not just for the marketing team
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Become a social founder“Put yourself out there. Become a center of attention. Stir up a public conversation & get people to come to you.”
– Jyri Engstrom, angel, entrepreneur, founder, former head of social at Google
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Bake social into your product• Instagram: Their product was the marketing.
• Pinterest: It’s all about the repins.
• Tumblr: Share cool stuff you spot online.
• YouTube: They won because of embed video feature.
• Airbnb: Puts a human face on homeowners & landlords.
• Dropbox: Rewarding customers with free extra storage space for referrals accounted for 60% of their growth.
• Hotmail: Amazing virality because of “Get your free email at Hotmail” sig at bottom of every email.
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Don’t be like this guy!
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting!2 . E N L I S T M E S S E N G E R S
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Bake social into your Go to Market• Don’t hire a PR firm!• Use content marketing for
enhanced SEO• Create a social media newsroom• Identify & engage influencers • Invite early adopters to test the
product• Consider an ambassadors or
affiliate program• Think in terms of building a
community of engaged users, not an audience of passive consumers
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here’s an amazing difference between building an
audience and building a community. An audience will watch you fall on a sword. A
community will fall on a sword for you.
— Chris BroganAuthor, “Trust Agents”
Build community, not eyeballs
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Your startup is a media outlet 3 . M E D I A : T E L L Y O U R O W N S T O R Y
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Elon Musk vs. the NY TimesT E L L I N G T H E T E S L A S T O R Y
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Elon Musk vs. the NY TimesT E L L I N G T H E T E S L A S T O R Y
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LaunchRock Early stage set-upGoogle Analytics Free, rich measurement insightsDropbox, Google docs Collaborate in the cloudHootSuite Pro Twitter dashboardAGILE, Continuous Integration Your friend during developmentRapportive Details about who you’re emailingLittle Bird, Klout Find influencers in your sectorLinkedIn Great way to find advisersTop Twitter tools Twtrland, Twitalyzer, ListoriousPitchEngine Social PR platformGoogle Keywords Tool Know thy keywords!Social plug-ins Help your community shareflickr.com/creativecommons Tens of millions of photos for free use
Use what works!T O O L S T O U S E
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If you do not change direction, you may
end up where you are heading.
— Lao Tse
Don’t settle for the status quo
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Spoko! Let’s talk!
Find me on Twitter:@jdlasica
jdlasica.com/about
http://bit.ly/bitJD