The Social Startup

New strategies for a new world

Dzien dobry!

june 2013KRAKOW, POLAND

JD Lasica@jdlasica

Creative Commons BY photo on Flickr

by Tom@HK

Relax!Slides at http://bit.ly/bitJD | hashtag: #bitspiration2013

Polska

Dziadziu & Babcia Łasica

Dziadziu & Babcia Łasica

Reimaginings

Reimaginings

A journey of discoveryA W H O L E L O T T A Ł A S I C A S

Build generosity into your startup(I didn’t know these people!)

Reimaginings

It’s a new world

• 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

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

The world is changing

The world is changing

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.

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

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

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

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.

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

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

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

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

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

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

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

If you do not change direction, you may

end up where you are heading.

— Lao Tse

Don’t settle for the status quo

Spoko! Let’s talk!

Find me on Twitter:@jdlasica

jdlasica.com/about

http://bit.ly/bitJD