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The Social Startup
New strategies for a new world
Dzien dobry!
june 2013
KRAKOW, 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 discovery
A 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 we
are 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 happiness
1 . 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 service
2. Embrace and drive change
3. Create fun and a little weirdness
4. Be adventurous, creative and open-
minded
5. Pursue growth and learning
6. Build open and honest relationships
with communication
7. Build a positive team and family spirit
8. Do more with less
9. Be passionate and determined
10. Be humble
“Zappos is a
customer service
company that
happens to sell
shoes.”
— founder Tony Hsieh
Build Social DNA into the culture
Z 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 by
Jason 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 Brogan
Author, “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 Times
T E L L I N G T H E T E S L A S T O R Y
Elon Musk vs. the NY Times
T E L L I N G T H E T E S L A S T O R Y
LaunchRock Early stage set-up
Google Analytics Free, rich measurement insights
Dropbox, Google docs Collaborate in the cloud
HootSuite Pro Twitter dashboard
AGILE, Continuous Integration Your friend during development
Rapportive Details about who you’re emailing
Little Bird, Klout Find influencers in your sector
LinkedIn Great way to find advisers
Top Twitter tools Twtrland, Twitalyzer, Listorious
PitchEngine Social PR platform
Google Keywords Tool Know thy keywords!
Social plug-ins Help your community share
flickr.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

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The Social Startup: New strategies for a new world

  • 1. The Social Startup New strategies for a new world Dzien dobry! june 2013 KRAKOW, POLAND JD Lasica @jdlasica
  • 2. Creative Commons BY photo on Flickr by Tom@HK Relax! Slides at http://bit.ly/bitJD | hashtag: #bitspiration2013
  • 8. A journey of discovery A W H O L E L O T T A Ł A S I C A S
  • 9. Build generosity into your startup (I didn’t know these people!)
  • 11. It’s a new world
  • 12. • 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
  • 13. Global mobile traffic: voice & data, 2010-2018 Mobile traffic data will grow 1,200% in next 5 years Data outlook for smart devices Where we are today O B L I G A T O R Y M O B I L E S L I D E
  • 14. The world is changing
  • 15. The world is changing
  • 16. 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.
  • 17. Zappos: Delivering happiness 1 . 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 service 2. Embrace and drive change 3. Create fun and a little weirdness 4. Be adventurous, creative and open- minded 5. Pursue growth and learning 6. Build open and honest relationships with communication 7. Build a positive team and family spirit 8. Do more with less 9. Be passionate and determined 10. Be humble “Zappos is a customer service company that happens to sell shoes.” — founder Tony Hsieh
  • 18. Build Social DNA into the culture Z 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
  • 19. 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
  • 20. 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.
  • 21. Don’t be like this guy! Creative Commons photo on Flickr by Jason 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
  • 22. 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
  • 23. 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 Brogan Author, “Trust Agents” Build community, not eyeballs
  • 24. 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
  • 25. Elon Musk vs. the NY Times T E L L I N G T H E T E S L A S T O R Y
  • 26. Elon Musk vs. the NY Times T E L L I N G T H E T E S L A S T O R Y
  • 27. LaunchRock Early stage set-up Google Analytics Free, rich measurement insights Dropbox, Google docs Collaborate in the cloud HootSuite Pro Twitter dashboard AGILE, Continuous Integration Your friend during development Rapportive Details about who you’re emailing Little Bird, Klout Find influencers in your sector LinkedIn Great way to find advisers Top Twitter tools Twtrland, Twitalyzer, Listorious PitchEngine Social PR platform Google Keywords Tool Know thy keywords! Social plug-ins Help your community share flickr.com/creativecommons Tens of millions of photos for free use Use what works! T O O L S T O U S E
  • 28. If you do not change direction, you may end up where you are heading. — Lao Tse Don’t settle for the status quo
  • 29. Spoko! Let’s talk! Find me on Twitter: @jdlasica jdlasica.com/about http://bit.ly/bitJD