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Mindshare for Startups: Building Thought Leadership & Community

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Mindshare is the degree to which a brand is top-of-mind in a category of products or services. In this presentation at the MIT Entrepreneurship & Innovation Bootcamp in Rio de Janeiro, Brazil, I spoke about strategies for building mindshare, using four startup case studies as examples.

At the bootcamp, I also coached a group of global innovators, entrepreneurs, and change-makers on the topics of startup PR and marketing to help them make headway into growing their companies outside of the startup pitch competition that took place within the one-week bootcamp. Learn more at: http://bootcamp.mit.edu/entrepreneurship/brazil/

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Mindshare for Startups: Building Thought Leadership & Community

  1. 1. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Mindshare Building Thought Leadership & Community MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP
  2. 2. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Discussion Overview • What is mindshare? • Strategies for building mindshare • Lessons from other startups 2
  3. 3. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Content Is My Life 3
  4. 4. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Content Is My Lifeblood 4
  5. 5. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Content Is My Hobby 5
  6. 6. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP MINDSHARE: The degree to which your brand is top-of-mind 6
  7. 7. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP SEARCH ENGINE 7
  8. 8. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP SOCIAL NETWORK 8
  9. 9. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP TAXI APP 9
  10. 10. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP PROFESSIONAL NETWORK 10
  11. 11. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP COFFEE 11
  12. 12. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP 12 A BRAND IN A CATEGORY SYNONYMOUS AS ONE OF THE BEST PRODUCTS OR SERVICES SUCH THAT IT BECOMES WITH THE CATEGORY THE AIM OF MINDSHARE IS TO ESTABLISH
  13. 13. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Being Synonymous 13 Adhesive bandages Facial tissue Lip balm
  14. 14. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Synonyms in Tech 14 Just it. Should we there? I’ll it.
  15. 15. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP HOW? Strategies for building mindshare. 15
  16. 16. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Many Marketing Channels Website SEO / SEM Social Media Email Podcast White papers Ebooks Media Events Sponsorships Retargeting Advertising Videos Infographics 16 Bottom line: Understand your audience and what they need.
  17. 17. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Two Domains For Building Mindshare Thought Leadership Community Building 17 Being the go-to opinion leader in an area of expertise. Gathering your target audience around a shared goal.
  18. 18. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Startup Case Studies 18 Contently Oola Entrepreneur Kid
  19. 19. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Contently 19 Case Study • Audience: Marketers & Writers (two-sided market) • Problem: Marketers need content creation help. Freelance writers need more clients. • Solution: A platform and marketplace for content creation, from matchmaking to publication • Strategy: Build out both sides of the market while becoming go-to experts in content marketing • Success: Works with top brands including GE, American Express, IBM, Walmart, Facebook. Have a high-quality network of 100,000 freelancers spanning 60+ countries
  20. 20. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Key Strategies 20 Contently The Content Strategist (marketers); The Freelancer (writers) 01. BLOGS + SOCIAL + EMAIL Freelance Writers Meetup (NY); Content Conversations Meetup (NY); The Contently Summit; Contently Awards 02. EVENTS + CONFERENCES An entire section on the website, dedicated to helping marketers, capturing leads. Plus, a trade book co-authored by the founder/Editor in Chief. 03. EBOOKS + GUIDES A tool all writers need. But also an industry standard-setting portfolio that makes Contently network applications and client matching smoother. 04. WRITER PORTFOLIOS
  21. 21. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Oola 21 Case Study • Audience: Active women who wear modestwear • Problem: Difficult to find stylish, modest activewear • Solution: Performance-engineered, loose-fitting headcovers, tops, and pants • Strategy: Building an enthusiastic community of early adopters • Success: Landed distribution in Qatar’s top sports apparel store (Sports Corner) within first six months of launch
  22. 22. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Key Strategies 22 Oola Testing concept and building early adopters with crowdfunding. Raised 225% of goal, a total of $33,790 raised from 115 backers. 01. INDIEGOGO CAMPAIGN Doha-based, ladies-only athletic events, such as Oola Run, where women gather to exercise (run, bike, walk, dance). Opportunity to test and introduce products. 02. LADIES-ONLY EVENTS Coverage in Al Jazeera, The Gulf Times, Doha News, Entrepreneur, Sisters Magazine. (Ex: When Nike launched sports hijab, Al Jazeera requested comment from CEO Haya Al Ghanim.) 03. MEDIA COVERAGE Highlighting influencers and commenting on relevant news and trends in the modest activewear community. 04. BLOGS + SOCIAL
  23. 23. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Entrepreneur Kid 23 Case Study • Audience: 5-8 year olds; Parents and teachers who want to teach children entrepreneurship • Problem: Children do not have access to quality entrepreneurship education at young ages (5-8) • Solution: A suite of products (starting with children’s books) that teach youth entrepreneurship • Strategy: Tell child entrepreneur success stories in order to inspire future child entrepreneurs • Success: Pre-sold >1,000 books on Kickstarter ($20,010 raised from 226 backers in 27 states and 13 countries)
  24. 24. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Key Strategies 24 Entrepreneur Kid Beta list of 50 parents and entrepreneurs who became early advocates through input on manuscripts and illustrations 01. BETA READERS Google is a common tool for parents and teachers seeking entrepreneurship education resources. From our name to blogging to social and Amazon distribution, we are optimizing for search. 02. SEO + BLOG + SOCIAL Targeted speaking opportunities at youth entrepreneurship camps, entrepreneurship classes, and entrepreneurship-related teacher trainings 03. SPEAKING Creating standards-aligned lesson plans for easier implementation in classrooms 04. CURRICULUM DEVELOPMENT
  25. 25. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP LESSONS: What can you learn from these case studies? 25
  26. 26. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP 26 Lessons Learned 1 2 3Focus on audience needs. Meet them where they are. Provide immense value.
  27. 27. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP CHALLENGE: Dominate mindshare. Become synonymous. 27
  28. 28. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Email me at hi@ericaswallow.com. Tweet me @ericaswallow. udemy.com/startuppr Promo Code: MITRIO
  29. 29. JULY 28 – AUGUST 3, 2018 RIO DE JANEIRO, BRAZIL MIT INNOVATION & ENTREPRENEURSHIP BOOTCAMP Photo Credits Side 12: Oriijoy, Ocean Light Slide 26: Chung Ho Leung, Note Taking 29

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