Josh Krakauer | CEO | Sculpt

1. HI.

2. WELCOME TO MY SLIDE DECK. PLEASE NOTE
THAT CERTAIN SLIDES FROM THE LIVE
VERSION HAVE BEEN OMITTED OR REVISED.
UNFORTUNATELY, THEY DON’T WORK
WITHOUT CONTEXT (OR MOTION).
😞

3. IF THERE’S A MISSING SLIDE OR EXAMPLE YOU
REMEMBER FROM THE LIVE VERSION, PLEASE
EMAIL ME FOR A COPY.
👍

4. NOW, WHERE WERE WE…

5. STARTUPSDON’T GIVE A DAMN ABOUT BEST PRACTICE.

6. IN MY TALK, I USED THE GROWTH STORY OF
HIGHER LEARNING TECHNOLOGIES (HLT) TO
SUPPORT THIS CLAIM.

7. BY SEEKING TO FULLY UNDERSTAND THE
INTERESTS AND TRIGGERS OF THEIR
AUDIENCE, AND CONSISTENTLY TESTING AND
EXECUTING ON CONTENT, THEY WERE ABLE
TO SCALE FACEBOOK COMMUNITIES INTO THE
MULTI-MILLION MONTHLY REACH RANGE.
!
*EVEN THOUGH BEST PRACTICE SAYS THE
CONTENT THEY EMPLOY “SHOULDN’T WORK.”

8. WHAT CAN WE LEARN?

9. BY THINKING LIKE A
STARTUP
HOW TO
SUCCEED IN
SOCIAL

10. I’M JOSH.

11. *JHKRAK

12. THIS IS SCULPT.

13. WE LIVE AND BREATHE
STARTUPS.

14. WE HELP ENTREPRENEURIAL BRANDS
BUILD COMMUNITY AND TELL STORIES.

15. (FYI: YOU’RE MISSING A PRETTY
AWESOME ANIMATED CONTENT
COLLAGE HERE. JUST SAYING.)
😉

16. WE MAKE THINGS FOR STARTUPS.

17. LIKE STARTUPSTOCKPHOTOS.COM

18. !
- HOW TO LEARN
!
- HOW TO EXPERIMENT
!
- HOW TO MAKE IT
REPEATABLE
TODAY

19. PLATFORMS ARE
CHANGING FAST.

20. CAN YOU NAME THESE?

22. PEACH

24. BLAB PERISCOPE

26. WHATS APP WECHAT MESSENGER

28. SLACK

30. 🙈🙈🙈
(THAT’S SCULPT, BTW)

32. PRODUCT HUNT

33. WHERE TO START?

34. LISTEN FIRST.

35. CUSTOMER DISCOVERY

36. - UNCOVER THEMES
!
- TALK LIKE YOUR
CUSTOMERS TALK
!
- VALIDATE ASSUMPTIONS
WHY

37. DON’T INTERRUPT WHAT INTERESTS PEOPLE.!
BE WHAT INTERESTS PEOPLE.

38. - CREATE A HYPOTHESIS
!
- GET OUT OF THE BUILDING
!
- ASK QUESTIONS THAT
SEEK TO UNDERSTAND
HOW

39. - WHERE DO YOU LOOK
FOR INSPIRATION?
!
- CAN YOU SHOW ME YOUR
MORNING ROUTINE?
!
- WHAT’S YOUR GUILTY
PLEASURE PAGE/SITE?
WHAT TO ASK

40. [FIND THE EMOTIONAL TRIGGERS.]

41. EXAMPLE IN ACTION: INTERVIEW
INTERIOR DESIGNERS FOR A
WORKPLACE BRAND.

42. “I AM INSPIRED BY
PEOPLE AND HOW
THEY USE THE
SPACES WE DESIGN.”
“I ENJOY HEARING
THE STORIES OF THE
THOUGHT PROCESS
BEHIND THE
DESIGN.”
WHAT INSPIRES
YOU?

43. WHILE OUR VISUAL CONTENT MAY LOOK
LIKE THIS TODAY.

45. FB.COM / INVISIONAPP
WE LEARNED OUR AUDIENCE MAY BE MORE
ATTRACTED TO VISUALS LIKE THIS.
!
SEE THE DIFFERENCE?

46. FB.COM / INVISIONAPP

47. - NEW CHANNELS
!
- NICHE HASHTAGS &
INFLUENCERS
!
- COMPELLING THEMES
WHAT WE
UNCOVERED

48. EXPERIMENT.

49. MOVE PAST BEST PRACTICE,
JUST PRACTICE.

50. ENTER: LEAN METHODOLOGY.

51. BUILD.
MEASURE.
LEARN.

52. SOME EXAMPLES OF EXPERIMENTS WE
RUN, THAT YOU COULD TRY TOO.

53. WITH THEMES.EXPERIMENT

54. HUMAN-CENTRIC STORYTELLING.

57. PERSPECTIVE SHARING

58. THOUGHT LEADER QUOTES

59. CULTURE SHOWCASE

60. CUSTOMER/USER STORIES

61. !
- VIEWS /
ENGAGEMENTS
!
- NEGATIVE ACTIONS
!
- COMMENTS
!
MEASURE

62. BY THINKING NATIVELY.EXPERIMENT

63. 2012 2015

66. RE-THINK COPY.

67. TRY LONG-FORM

68. PUBLISH ON FACEBOOK NOTES / CANVAS

69. WITH VISUAL STYLE.EXPERIMENT

70. “SHOW DON’T TELL.”

71. STILL VS. MOTION
^ CINEMAGRAPH

72. !
- TIME INVESTMENT
!
- POS/NEG ENGAGEMENTS
!
- ENGAGED VIEWS
!
MEASURE

73. WITH PLATFORMS.EXPERIMENT

74. CAN BRANDS LIVE ON TINDER?

75. WE RAN AN EXPERIMENT TO FIND OUT.

77. !
- MATCHES (M vs F)
!
- IN-STORE MENTIONS
MEASURE

78. OUR INTERN JASON GOT TO WORK.

79. IT GOT WEIRD.

80. 24 HOURS.
FEMALE:
11 MATCHES

81. 24 HOURS.
FEMALE:
11 MATCHES
MALE:
302 MATCHES

83. LEARN.
(AS A TEAM)

84. HOLD A
RETROSPECTIVE.

87. ANSWER
!
- WHAT WORKED
!
- WHAT DIDN’T
!
- WHAT DID WE LEARN
!
- WHAT PUZZLES US
!

88. RECAP.

89. LISTEN FIRST THROUGH
CUSTOMER DISCOVERY.

90. EXPERIMENT USING
LEAN METHODOLOGY.

91. BUILD.
MEASURE.
LEARN.

92. RETRO AS A TEAM.

93. NOW MAKE IT HAPPEN.
ICYMI: sclpt.co/SculptClaps

94. josh@wearesculpt.com