When launching a business it will likely be a good idea to share your idea and plans along the way. Building awareness, interest, test groups and a loyal base of early supporters could be the difference between success and failure. Social networks and social media have played a large role in making this possible. In this presentation - given at Kent start up Live 2012 - I outline the areas you will need to consider if you wish to create raving fans before launch.

1. Creating Raving Fans Before Launch
Jonnie Jensen – Digital Coach
Presentation available at:
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen
1

2. The Old Way
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 2

3. Lean Start Up
• Old Way vs New Way
• What have you tested?
• Is anybody else doing this?
• Who will back you?
• How interested are target audience and key
influencers?
• Can you get some pre-orders?
• Who will talk to you?
• Who will talk about you?
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 3

4. The New Way
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 4

5. Test Your Idea
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 5

6. What evidence can you find for interest?
• Social media is the most powerful search engine ever.
• Observe the views and needs of
– target customers
– influencers
• Look for expressed interest
– Amazon book sales
– eBay item views
– Google keyword search results
– Mentions on twitter
– Youtube video views
– PPC ads to a data capture pre-launch page
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 6

7. Prepare Your Story
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 7

8. Story Telling
• Successful social media is story telling
• People are interested in the story
• Be clear about what you stand for
– Create a manifesto
• Creates relatedness with others
• Helps people share you
• Kickstarter is all about the story
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 8

9. Build A Presence
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 9

10. Build A Presence
• Grab your name across all channels
• Define your social proposition
– What will people get from following and connecting with
you?
• Write a bio for yourself and your business
– Keywords
– Long, short and micro versions
• Logo and avatars that stand out
– Think small and square
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 10

11. Don’t Invest or Wait For A Website
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 11

12. Create Content - share the story
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 12

13. Create Content
• Whatever stage you are at you can create content
• Have fun and enjoy what you are creating
• Create a blog or video blog
• Produce a survey and/or white paper
• Write guest posts for other blogs
• Host a webinar
• Speak at events or be interviewed
• Re-imagine content into other versions
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 13

14. Engage Key Influencers
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 14

15. Engage Key Influencers
• It is easier to talk with a few who know many
• Leverage other people’s audience
• Engage popular bloggers
• Offer early trials, tasters or review opportunities
• They get lots of approaches
• Be genuinely interested in them and their audience
• Be well prepared
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 15

16. Soundcloud Launch Examples
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 16

17. Noticing Others
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 17

18. Noticing Others
• Go to where your target audience already exists
• Start to notice and share other people’s content
• Comment on other people’s blogs
• Participate in group and fan page discussions
• Engage key influencers
– Bloggers
– Video bloggers
– LinkedIn group managers
– LinkedIn LION members
– Twitter users with high Klout scores
– Podcasters…look in iTunes
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 18

19. Build Your Followers
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 19

20. Build Your Followers
• Begin to build your loyal network
– Email
– YouTube subscribers
– Facebook Fan Page Likes
– LinkedIn Company Page Follows
– Twitter followers
• Arrange face to face events
• Acknowledge key people
• Celebrate the community
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 20

21. Establish
Relationships
• What your early
efforts can achieve
• Which step would you
rather be on?
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 21

22. Create Raving Fans
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 22

23. Creating Raving Fans
• Give your new followers a voice
• Get their opinion and buy-in
• Reward the most active supporters
• They will become part of your story
• They will share and promote your story
• They will become your test group
• They will be your raving fans
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 23

24. Tools you can use
• Socialmention.com • Google Reader
• Google Alerts • YouTube.com
• Hootsuite.com • Flickr.com
• Followerwonk.com • Twitter.com
• Socialbro.com • Facebook.com
• Animoto.com • LinkedIn.com
• Windows Movie Maker • Slideshare.net
• Camstudio.org • Wordpress
• Camtasia • Twittercounter
• iPadio.com • Klout.com
• Blogtalkradio.com • IceRocket.com
• Pinterest.com • Storify.com
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen 24

25. Creating Raving Fans Before Launch
Jonnie Jensen – Digital Coach
Presentation available at:
http://linkedIn.com/in/jonniejensen
http://twitter.com/jonniejensen
25