DO I NEED A FACEBOOK FANPAGE IF I DON'T HAVE ANY CUSTOMERS? DIFFERENTIATE YOUR SOCIAL MEDIA STRATEGY BASED ON YOUR CURRENT STARTUP LIFECYCLE STAGE

OLIVER MOSER Startup Coach

•  Online Marketing •  Produktmanagement •  C-Level-Sparring / Company

Building Mentor

•  Startupbootcamp •  Berlin Crowd

Clients

•  Zalando, Tollabox, Scarosso, E.O.F.T., Project A, Rocket Internet,

WHAT IS SOCIAL MEDIA?

Forums Facebook

Blogger

Twitter

Like Button

Twitter Button Facebook Profile

XING LinkedIn

Youtube Open Graph

Instagram

Pinterest

Share PinIt-Button

Channels

Viral Tools

Cooperations

SOCIAL MEDIA CAKE Existing

customers New

customers

Word of Mouth

Connection Point

Forums

Facebook Blogger

Twitter

Like Button Twitter Button

Facebook Profile LinkedIn Profile

Youtube

Open Graph

Instagram Pinterest

Share PinIt-Button

Youtuber

Twitter Celebs

STARTUP LIFECYCLE

http://prezi.com/nfvyxijdmj7v/startup-lifecycle-by-fred-destin/

Adapted by Fred Destin

STARTUP LIFECYCLE: START 1.  Pick the right co-founder 2.  Do reverse vesting — It’s founder friendly 3.  Borrow & steal — minimize cost,

more time for product/market fit

Use Social Media Networks like LinkedIn, XING, facebook to network and find potential co-founders. Use Facebook Connect instead of

building your own user management software.

https://www.blossom.io/blog/2011/08/24/lifecycle-of-a-startup.html

Channels

Viral Tools

Cooperations

STARTUP LIFECYCLE: LAUNCH 1.  Be Lean — Check The Lean Startup, Running Lean,

Business Model Canvas 2.  Focus on providing value to your customer 3.  Use validated learning, pivots & iterations to achieve

product/market-fit ASAP

https://www.blossom.io/blog/2011/08/24/lifecycle-of-a-startup.html

Negotiate cooperations with social media audience gate keepers like blogger, youtuber, fanpages, twitter celebs and leverage

THEIR existing reach.

Channels

Viral Tools

Cooperations

STARTUP LIFECYCLE: BUILD 1.  You can’t manage what you can’t measure 2.  Initially focus on activation and retention

(funnels, KISSmetrics, …) 3.  Be data informed, not data driven.

Brush up on your statistics skills 4.  Use your intuition for important decisions

(see the big picture), use analytics to optimize

https://www.blossom.io/blog/2011/08/24/lifecycle-of-a-startup.html

Get feedback from early customers and fans. Quality matters more than quantity. Act very personal and authentic.

Channels

Viral Tools

Cooperations

STARTUP LIFECYCLE: CHASM 1.  Aggressive investment before product/market-fit

can be dangerous 2.  To grow you need to cross the chasm from

early adopters to the early majority 3.  Read Crossing the Chasm and/or Inside the Tornado by

Geoffrey A. Moore

https://www.blossom.io/blog/2011/08/24/lifecycle-of-a-startup.html

Implement social plugins correctly (e.g. Open Graph, Insights) and let the early adopters influence their friends.

Channels

Viral Tools

Cooperations

STARTUP LIFECYCLE: SCALE 1.  Build a repeatable customer process 2.  Build a solid infrastructure for billing & deployments 3.  Fight organizational creep and automate stuff

4.  Grow the team and company culture

https://www.blossom.io/blog/2011/08/24/lifecycle-of-a-startup.html

Focus on building your own channels e.g. facebook fan page, youtube channel, twitter account. Employ a community manager and develop a

social company culture.

Channels

Viral Tools

Cooperations

KEEP IN MIND: FAN EVOLUTION FUNNEL

Fans

Frequent Buyers

Buyers Visitors

THANKS!

Oliver Moser

www.oliver-moser.de email@oliver-moser.de

Twitter: @OliverMoser

LIKE BUTTON REF TRACKING

http://www.savio.no/blogg/a/107/how-to-track-traffic-from-facebook-likes-send-or-comments-in-google-analytics

Like-Button-Click on Website

Like-Button-Story on

Facebook

Klick on Link in

Facebook

Referral to Website with Ref-

Parameter

Campaign-Tracking

via Google Analytics

<fb:like ref=„top_left“></fb:like>!<iframe src=„...&ref=top_left“><iframe>!

www.website.com?fb_ref=top_left&fb_source=profile!