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I gave a talk at the European School of Management & Technology in Berlin about startup marketing & how we do it at SoundCloud. Here are the slides.
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marketing @
• The world’s leading Social Sound Platform• Passionate community of over 9 million people• Used by professional and amateur content creators in
music, podcasting, journalism, field recording, audio messaging, education and more...
• Apps for iPhone, Android, iPad, Mac, Desktop & Mobile.• Open platform with over 200 integrated apps• Global reach & growing fast• Three offices: Berlin, SF, London
MARKETING IS DEAD
LONG LIVE MARKETING
Marketing is for companies who have
sucky products
Fred Wilson
PUSH
PULL
PUSH
PULL
The best marketing is to provide a consistently amazing experience
Thom Cummings
User surveys
Market research
Pricing analysis
Sales offers
Newsletters
Press releases
Creative campaigns
EngagementFunnel optimisation
Dashboards
Case studies
Find the user. Find the magic.
Connect the two.
App distribution
Segmentation
User profiles
Co-branded promotions
Partner comms.
Email CRM
Predictive modelling
Education
Videos
Product usage
Referrals
SEO
Events
Ethnographics
Feature evaluation
DATA LED...
...not data driven
Awareness Acquisition Engagement Loyalty
Customer Lifecycle
Early stage customer generation =
ONLINE & OFFLINE
HUSTLING• The first 1,000 = Family & Friends • Online ad testing (cheap, scalable on FB, AdWords etc..)• Events (industry, tech, niche... no spend, just networking)• If your product is social, optimise Viral Growth Factor • Create an evangelist community through 1-1 SM interaction
• Product Market Fit
• Pirate Metrics Dashboard
• Net Promoter Score
• Multivariate and user testing
• Funnel management
• Cohort analysis
The Toolkit.
(if you’re not measuring it, you’re not doing anything)
Product Market Fit
SOURCE: http://startup-marketing.com/the-startup-pyramid/
How disappointed would you be if you could no longer use SoundCloud?• Very disappointed• Somewhat disappointed• Not disappointed at all
40%Very disappointed
Pirate Metrics Dashboard
SOURCE: http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Net Promoter Score
SOURCE: http://www.netpromoter.com/np/calculate.jsp
Multivariate Testing
Some useful tools:• Google Website Optimizer• Visual Website Optimizer• Optimizely• Unbounce Landing Pages
but beware...
Design like you’re right and listen like you’re
wrong.
John Lilly
User Testing
Some useful tools:• Usertesting.com• Loop11• http://usabilla.com/• http://fivesecondtest.com/
Funnel Optimisation
SOURCE http://www.slideshare.net/dcancel/datadriven-marketing
...in practice
Some useful tools:• Google Analytics• AT Internet• Kiss Metrics• MixPanel
Cohort Analysis
SOURCE http://www.ashmaurya.com/2010/07/3-rules-to-actionable-metrics/
You can measure for...
Some useful tools:• KissMetrics• Performable• MixPanel• Spreadsheets!
.... basically anything and everything But pick the top 5 relveant metrics for your business + focus
E.g.• Retention• Upgrade & Cross-sell• Activation• Social or Engagement measures
Slice it by platform, region, channel, segment...
One more thing...
BRANDING
thom@
Thanks!Questions?