This document summarizes JD Lasica's presentation on social startups given in Krakow, Poland in June 2013. The presentation discusses how the world is changing due to social media and how startups can leverage social strategies to succeed. It provides three ideas for social startup success: 1) having a clear message, 2) enlisting messengers to build a passionate community, and 3) using social media to tell your company's story. Examples are given of how companies like Zappos, Tesla, and others have effectively used social strategies.
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
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