1. Integrated Marketing
for Startups + Micro-
Gaining Traction Through a
Businesses Brand
Strong Founder
#SMIATLIM
Jacqui Chew
@jacquichew/ @LaunchAid
jacqui@ifusionmarketing.com

2. Traction - Building Blocks
Press
Employees
Analyst Coverage
Contractors
Reviews/Awards
Advisors Users
Investors Customers
Mentors
???

3. What is Brand?
“A brand for a company is like a reputation for a
person. You earn reputation by trying to do hard
things well.” - Jeff Bezos
"What’s a brand? A singular idea or concept that
you own inside the mind of the prospect." - Al Ries
“Success means never letting the competition
define you. Instead you have to define yourself
based on a point of view you care deeply about.”
- Tom Chappell, Tom's Of Maine

4. Focal Point
Users
Customers

5. Personal Brand
Knowledge
Personality
Appearance
Attire

6. Founder Brand
• Shaped by what is • Resonance
communicated and determined by
how it is relevance and
communicated frequency

7. Effect of Social Engagement
©2012 Fusion Marketing LLC

8. The Social Strategy Framework
1
Which
Channels to
Engage?
2
Who Is Your
Audience?
3
What Are You & What does
Your Audience your brand
Passionate stand for?
Product About?
Development

9. 2 Define your audience.
Demographics: characteristics of a group of
people such as gender, race, income, etc.
Geography: The geographical location of a group of
people.
Psychographics: Personality traits, lifestyles,
values, interests, attitudes, etc.
Behavioral: Usage rate, usage pattern.
Socialgraphics: online behavior and relationships

10. 2 Define your audience.
What Does Your Advocate
Audience Know
About Your Repeat Action/
Brand? Enthusiast
Action
Single action Continuum
Aware,
no action
Nothing

11. 3 What is your founder brand?
Who Are You + What Do
You Stand For
knowledge
Expertise
Why this
startup?
Industry
How do the above align with your audience?

12. Desired Social Media Effect
©2012 Fusion Marketing LLC

13. Be consistent Be a good social
• Stay on message citizen
• Post regularly • Be helpful
• Listen
Set measurable Build a strong
goals work network
• Helps with time • Quality not quantity
management
Share great
Be engaging
• Promote others
content
• Better the content,
• Acknowledge when
the more likely your
your network shares
network will share
your content
©2012 Fusion Marketing LLC

14. Rely on one Don’t spam
channel • Cross post with
• Each network has caution
its strengths
Be too sales-sy No fighting
• Allow others to • Take complaints,
discover what disagreements, etc.
you do offline
• Everyone can see
Broadcast generic what you are writing
messages
©2012 Fusion Marketing LLC

15. Pre-Content Creation Checklist
Update all personal profiles (Linkedin, Facebook,
Twitter, G+, etc.)
Optimize website for search (structurally and
content)
©2011 iFusion Marketing LLC

16. 5 Steps to a 3-Month Editorial Calendar
1. List all industry events, seasonal holidays,
festivals, etc. and impending company
milestones in the next 3 months
2. Develop blog topics/video/photos that align
with your founder brand and/or leverage
seasonal trends
Visual brands: be sure to leverage Pinterest, Facebook
Albums, Flickr, YouTube, etc.
3. Curate and share 3rd party Content
4. Apply the Rule of Five
Remember to engage + converse
with your audience

17. Managing Your Networks
Scheduling Tools Curation Tools
Hootsuite Xydo
Seesmic Ping Flashissue
TweetDeck Storify
Buffer Scribit
Social Sprout

19. The Social Strategy Framework
1
Which
Channels to
Engage?
2
Who Is Your
Audience?
3
What Are You & What does
Your Audience your brand
Passionate stand for?
Product About?
Development

20. Connect with me:
@jacquichew @iFusionMktg
jacqui@ifusionmarketing.com
http://jacquichew.com
http://www.facebook.com/iFusionMarketing
http://www.linkedin.com/in/jacquichew
http://gplus.to/jacqui
©2010 iFusion Marketing LLC