MARKETING for HACKERS презентация

Docker – 12/11/2014 – a 42min presentation at school 42

MARKETING for HACKERS

France)
2008-2012: Entrepreneur (Paris, France & Miami, FL)
Oct 2012-now: co-Founder of #while42 (International French Tech Engineers Network, 1500+ members in 30+ chapters around the World)
Oct 2012-now: Sr Director of Growth, Marketing & Community at Docker (ex-dotCloud, San Francisco, CA)


Contact me: julien@docker | @julienbarbier42

great idea
You worked hard for months
You just released your product
It is a great product

And then…
NOTHING HAPPENS


Welcome to the real world!

brain instead of your money

billboards and radio ads
PS: I love you. Get your free e-mail at Hotmail -> $0
18 months later, Hotmail had 12M+ users and got acquired by MSFT

now, it WILL be useful later
Integrate tracking and metrics EVERYWHERE
Should be part of your product release cycles
Should be part of every offline & online marketing campaign
Measure the impact of every change, update, new feature, campaign, tweet, meetup, event, press release…
Be DATA DRIVEN!
ROI
Measure Return on Investment all the time!

as possible
NO, they will not steal your idea
YES, marketing and com starts before you launch
Do the same with the product

This will help you create the right story for your users
This will train you to pitch users, reporters, VCs, etc…

If you wait the launch day to create your story, you are already dead.

Create the press release, the final doc, and final story BEFORE you start coding

list of bullet points

You need a story for different types of ppl
If you don’t have a story for your grandmother, you are not there yet

You need different story length for different situation
Less than one minute
This one is the most important
5 minutes
42 min

You need written stories too
different length and format
one sentence
one paragraph
one page
one power point
one pdf
...

GOOD!

Go to meetups
Try to get a lightning talk!
Hijack competitors’ meetups
When you are “big” enough do your own meetup

Attend conferences and events
Try to speak there!
It creates content before, during and after the event

Reach out personally to early adopters
Do NOT automate this!
Offer them a coffee
Say thank you, they take a risk
Ask them for advice

length and right format

Someone says he will try it?
give him your phone so he does it NOW
Someone is already using it?
Ask for advice
Pitch him your next feature

Pitbull mode!

are the people they follow and like the most?
What do they read?
What do they eat?
How do they speak?
What tools do they use?
What are their problems?

You need to know everything about them

many potential users
You don’t have all the answers
Be data driven
You DO NOT know what the best product is - THEY know

Use surveys
Talk to users and companies
Meet them over coffee
etc...

about
What is their next call to action
Don’t trade clear messaging for design
Main CTA, should be on the homepage
Nothing should be more than 3 clicks away from the homepage
Forms (signing up and co)
Don’t forget that them more field the lower conversion rate will get
So make sure every field is really required for you
The faster the website, the better
Think about every type of ppl
First time visitor
Regular user
Businesses
Journalists
...

next step

Homepage
Main CTA should align with the main goal of your homepage
Do NOT have 10 main CTAs!
Meetings: what and WHEN should we meet again
What / who / when is the next step
Meetups
Follow up with emails with links to info, signup page, more docs…
Blog post
End of the article, now what? What should they do now?
Documentation
End of a page: What should you read now?

the product in front of the users
Activation
Signing up
Make users actually use your product for the first time
Retention
Make users use your product more
More often
Revenue
Monetize users or visitors
Referral
Getting people (in any of the above steps) to refer others

conversion rate vs traditional marketing
Your product/brand is not what you say it is.
It is what THEY say it is.

the number of links between its members
IRL links are more precious than Online links
•You do NOT own or control the community
It is NOT your community: you are part of it, you can influence it, but you do not own it
It is not what your community can do for you, but what you can do for your community
•Your product/brand is not what you say it is. It is what THEY say it is.
•Lower budget, Higher conversion rate vs traditional marketing
•Communities everywhere!
•At the end of the day everything is always about people

Learn more about Community here: http://www.slideshare.net/julienbarbier42/community-at-docker

GitHub, Stack Overflow…
But do know where to put more efforts when you do not have enough time (track & measure!)
Use the specificity of each social network
Different users, different features, different post previews, etc…
Do NOT use auto-post tools!
Join the conversation as soon as possible
Your product is not what you say it is. It is what THEY say it is -> you want to be part of this conversation!
Identify leaders / influencers on each social media

tweets
It is ok to post several times for important news

Use Open Graph or equivalent (ogp.me)
•-> More reach! (min 30% more clicks when you have a picture)

content your community wants to read
Target likely amplifiers!
Forget about your SEO magic tricks
Encourage your community to build content
Say thank you, repost, post, upvote, RT, include them in your newsletter, itw them, …

tool!
Automate: http://keywordtool.io/

need
logo, story about the company, about the team, etc…
Build a list of journalist who would likely cover your news
Look for articles about your industry / competitors for instance
Build relationship with press right away
Every reporter have a different agenda and target
Journalists are very busy ppl, they will not always answer
It does not matter. Don’t harass them, but do send them the next news
Press release
Try to get quotes from users / partners
Pre-brief journalists BEFORE the news is out
Embargo rules
Timing is important

calm
One tweet can fireback in a VERY bad way
Always stay positive
Do NOT hate back
Say thank you to haters and competitors
After all, they give you advice for free, and they talk about your product :)
Haters usually need love and attention
Converted haters will be your best friends

ppl to help you
Recruit a non-technical co-founder
Go to an accelerator / incubator
Find the right advisors to complete your dream-team