Marketing / PR

When polled 88% of marketing professionals said they couldn’t accurately measure the effectiveness of their marketing campaigns and the majority said lack of ROI measurement is their single greatest frustration with social media (Forbes).

If you look at the left side of the graphic you’ll see the easy, traditional measurement of followers, RTs, FAVs & replies. And of course you could add up impressions by counting your the followers of everybody who had retweeted plus your own.

Clicks are also a simple measure that you can get from basic link tracking packages.

End of story. That’s all “top of funnel” analysis that leaves you flying blind as a marketer. It is what is commonly referred to as “vanity metrics” as in, “Look at how many more followers I got us! Or Likes – LIKES! Woo Hoo.

Of course it’s valuable to know how many clicks you drive. But if you want to be able to repeat your success on your next campaign you need to know more about how you drove those clicks:

Which social platform were they published on?
If you sent multiple Tweets you’d want to know which time of day was more effective
Which followers drove your RTs that drove your clicks

And so forth. Understanding what lights up actions from your social campaigns and earned media is the key to improving future performance.

Even still – we have only scratched the top end of the funnel actions. What you really want to know is which campaigns drove “bottom of funnel activities” such as: Purchases, newsletter signups, subscribers, comments and so forth in the same way you’d be tracking this on Google Analytics for your SEO / SEM campaigns, direct referrals, etc.

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This article originally appeared on TechCrunch.

Creating awareness for your brand and products is one of the lifebloods of technology startups yet in a world where so many companies are being created it becomes difficult to rise above the noise.

Ever notice how some companies tend to be in the press all the time and your big new product launch struggled for inches?

Mostly it’s because your marketing campaigns suck.

Or more directly – they are likely narcissistic resuscitations of your newest features or bragging points that nobody but your marketing team and your mom care about.

I recommend that companies move beyond narcissistic marketing to what I call “point-of-view (POV) marketing.”

Here’s what I mean …

Let’s start with what it takes for a journalist to want to write a story.

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It’s February now. That means a slew of companies will be preparing to launch their new products or announcing their companies at the annual SXSW conference in Austin, Texas.

I get asked often how to best launch at SXSW. What strategies to use, how to get attention, how to become “hot.” I get asked many PR questions which is why I started this stream of posts on PR at Startups.

So this post is about how to best craft a strategy to launch at SXSW but you could substitute most major conferences like CES if you want.

Exec Summary
Don’t bother.

The Details
To be clear. I’m not advocating that you shouldn’t present at tech startup events like Launch, TechCrunch 50, DEMO or similar. These are tech launch events designed to see new startups unveiled. I’m talking about big, garden-variety, industry-wide, schmooze fests.

SXSW is where Twitter broke out in 2007. It’s where FourSquare first broke out.

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I’ve started a recent series on PR at startups since I get asked for advice on this topic so often. I will put the full list of posts here.

The start of this series was, Should Your Startup Announce Funding?

6 or 7 years ago when TechCrunch was at its peak market share (they are still strong but many more tech blogs have also popped up) there was a term for getting covered there called “the TechCrunch bounce.” If your company was featured there (in the early days of what people called Web 2.0) you were sure to get a rush of 60,000-70,000 new user registrations, a ton of pageviews and interest from a rash of people from investors to people trying to sell you services.

The problem with the TechCrunch bounce was that it often led the the TechCrunch free fall, as in your website’s precipitous decline in traffic and your products fall in users as that same 60-70,000 rushed to try the next product.

Sure, some products were amazing and the crowds stuck around.

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Understanding “The Funding Angle”

I sit at enough board meetings to hear conflicting advice given to entrepreneurs about how to handle PR and announcements at startups. I think many board members (including VCs) were trained 10+ years ago when life was very different and their advice often comes from an outdated lens.

One of the advantages of blogging, using social media, public speaking, etc as a VC is that you get a more nuanced view of these shifts by watching your own successes and failures.

Over the past couple of years I’ve written down some of my thoughts and it’s started to add up enough that I’ve now created a new tab on this blog with PR related articles on the topic. I will add to this as I write more in the coming weeks on the topic.

In stead of doing my typical big long post with 10 PR tips (like I did there), I’m going to break them up into individual (I hope more digestible) chunks.

Is Funding a Worthy Announcement?

The short answer is yes, absolutely.

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