A workshop for startups who want to use social media.

1. Social Media
for Startups
Amrita Chandra | Communitech Workshop | September 2013

2. My story starts
in a tiny gallery
in Toronto…

3. What we will cover
today
1:05-1:15 Some Inspiration
1:15-1:35 Exercise 1: Content Planning
1:35-1:45 Avoiding the Social Media Wall of Shame
1:45-2:15 Exercise 2: Social Media for Your Startup
2:15-2:30 Q&A

5. Cloud Backup
company Asigra
uses social
media to
champion
backup heroes

6. In less than 2
years, Buffer’s
blog reached
700,000
readers per
month

7. BRIKA’s visual
content makes
Pinterest a
great channel
for showing
what’s popular

8. Pressly got their
content in front
of >100,000
readers through
guest blogging

9. Manning
Canning shares
recipes of
mouth-watering
preserves,
Tweets
locations of
upcoming
farmer’s market
stalls

10. LookBookHQ uses their product to create
LookBooks on newsworthy topics. They have built
relationships with leading content marketers (their
target audience) who have in turn featured
LookBookHQ in their own content. LookBookHQ
has gone from launch to landing major enterprise

11. Don’t have a
product in
market yet?
Start building an
audience
through your
blog & outreach
to others in your
industry

12. What do they have in common?
They know who they are (and what they stand for)
They know their target customer well
They work with what they have
They show some personality
They engage on and outside their own platforms
They have something valuable to share
They help their customers be amazing

15. What situation(s)
are moving her
towards switching
to your product?
What current
habits are holding
her back from
switching to your
product?
What anxieties
does she have
about your
product?
What about your
product is
attracting her?
Four Forces Framework developed by: Bob Moesta, The ReWired Group
CurrentSituation
NewProduct

16. Your startup makes a wristband
that tracks a person’s physical
activity.
It’s targeted at affluent men &
women 30-50 who are trying to get
back into shape.
Instructions:
Pair up with a neighbour and come up:
• A list of 3 goals your customer is trying to
achieve
• A list of 3 types of content (any format) that
can help your target customer achieve their
goals
Image credit: Flickr Creative CommonsUserDieselDemon

18. Be prepared
for negative
feedback.
Hint:
Don’t call your
customers trash.

19. Oops!
You might want to rethink that auto-Tweet

20. Zzzzz….

22. Doesn’t know this
kind of product
exists
Knows this
category exists,
not actively
looking
Actively looking
for something like
this
Is currently using
a similar product

23. Your customers’ goals Your content Format & channelYour area of expertise
Startup marketing
How to create
awareness on a small
budget
PR on a shoestring
Slideshare presentation
Infographic shared
through Twitter &
Google+

24. So… how do you know if all
this social media activity is
working???

25. How many are
interacting with
it?
Seeing
Interacting
Converting
What is their perception of you?

26. Cisco’s
measurement grid
is great but may
be overkill for
startups;
Choose the
handful of metrics
that really matter
for you

27. If you only remember 3 things from today:
Know what you stand for (& show some personality!)
Know your customer really well (listen, watch, talk)
Find the intersection of 1+ 2 to create & disseminate
content that will help you build relationships with your
“tribe”

29. Thank youfor
Open Q&A
Amrita Chandra | @amritachandra