Social Marketing Kung Fu, Purple Belt with Dave Olson

Dave Olson

Photo by Kris Krug

On Wednesday, April 27th, I sat in on my first startup talk at the Bootup Garage. Dave Olson, Director of Marketing at Hootsuite, came in to do his third talk in a series aptly named Social Marketing Kung Fu (#smkf).

In January, Dave started off with Social Marketing Kung Fu, White Belt (Maura’s notes from that session are here), then in March, he came in for the Yellow Belt – “Listening Everywhere” session.

Dave is always a joy to listen to – I’ve seen him speak at a few different conferences – so I was eager to hear what he had to say in session number three: Social Marketing Kung Fu, Purple Belt – Release Day. His talks are always full of interesting tidbits and useful information, and this one was definitely no different.

I jotted down a few notes to share with you, but you can also find Dave’s notes on getting your Purple Belt here.

What to Release

  • Should be something substantial, or a few things bundled together and released around the same time.
  • Code names for product releases are always smart, as they’re memorable.

Know Your Coverers

  • Reach out to the media that you want to cover your story: RT them, comment on their stories, add them to twitter lists, etc.
  • Get to know them, and what they write about.
  • Personally invite them to join your media e-mail list.
  • When you send them info, make their life easy. Respect their time.
  • Spoon feed them the story, but never be condescending.

Craft Stories

  • Take 3 important talking points, and craft them into different forms.
  • Tell them why your story matters!
  • Get quotes from your customers, not your CEO (unless it’s a special circumstance, where a quote from the CEO is appropriate).
  • Putting a boiler plate “About” section at the bottom of a press release is unnecessary and a waste of space. Link to your website/blog instead.
  • Tune your vocab. Make it active, not passive. Lose the buzz words, and keep your vocab as consistent as possible.
  • Include image(s) to support your story, so they use your image and not their own.

Line up Dominoes &/or House of Cards

  • Constantly keep your media kit up to date. If you have one page on your website, this should be it.
  • Thursday before the release: Send an internal memo to your team to share the master plan. Include your 3 main talking points, who you’re telling, and why it matters.
  • Monday 1PM: Local press release, & media preview e-mail. Include assets, like an infographic, if possible. Make them feel like they are getting the story first.
  • You can also send a preview e-mail to your key clients, to keep them in the loop, and ultimately, make them feel special.
  • Tuesday 5AM: Scheduled blog post. Make everything point here, so it answers any questions people may have. This way you are controlling the conversation.
  • Next comes Twitter & Facebook updates, a general e-mail to clients, and a wire release (with links, tags, etc.) Keep the Facebook update light and airy. You don’t want it to become your main feedback channel.
  • Tuesday 9AM: Make sure your dominoes have fallen into place! You can also update any LinkedIn groups, Forums, Q & A sites like Quora, Formspring, etc.
  • Tuesday 11AM: Optionally, you can host a webinar, an hour at most, to go over any details that go along with the release.
  • Schedule any interviews requested by the media.

Then…

LISTEN
REPLY
THANK
SHARE
REPEAT

Prepare for the haters

  • If you comment on articles right away and thank the author for sharing your story, you may prevent a good portion of negative comments, because they know you’re there listening.
  • Prepare some stock comment copy for the trolls, so that you don’t take their criticism personally.

Finally

  • Thursday: Send a News Round-up. Share your favourite coverage from the release. If someone has created a video tutorial on your product, make sure to include that. Don’t forget to trackback to those articles.

Next month, Dave O will be back for the fourth installment of Social Marketing Kung Fu at the Garage, so be sure to come check it out.

After the talk, most of us headed over to the Alibi Room for Startup Drinks. Sign up for the Bootup Meetup Group if you haven’t yet, so you don’t miss out on the next one!

Additionally, if you have any other notes or tips that I have missed, please feel free share them here.

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Free ticket to Make Web Not War!

On May 7th we welcome another great tech event to Vancouver, and we’ve got a ticket for you!

Make Web Not War is one of Canada’s first cross-platform conference showcasing the latest techniques and technologies available to the ever-evolving web community, jointly sponsored by Microsoft and Open Source communities across Canada.

It promises to be chock full of great presentations, panels, and discussions around tomorrows web and web community, and you’re going to have to scramble to get tickets because it’s sold out.

Unless, of course, you’re reading this blog post!  That’s right…we’re giving away a free ticket to the event for the person who can tell us in the comments why they deserve it. Comments need to be less than 140 characters to qualify.

More details on the event:

Here we will explore the power and flexibility of new web paradigms, technologies and applications – including the Microsoft web platform, Open Source applications, cloud computing and mobile – to help you develop the ultimate web experience for your clients.

The wars of “platform religions” are over. Embrace the reality of today: mixed environments, interoperable applications, Open Source in harmony with commercial software, PHP on Windows and Azure cloud.The new technology era of pragmatism is here, and MWNW is about bridging the gap between different platforms, communities and developers of all trades and backgrounds.

Tips, tricks, community, open source, cloud, software, developers, platforms, paradigms…this was the hottest ticket in town and we’re giving you a shot at going!

Comment below, 140 characters, on why you deserve to be there. Get an extra chance to win by tweeting a link back here with this message:

“Missed a ticket to @WebNotWar in #Vancouver? Let @bootup know you deserve their extra ticket! Click here: http://bit.ly/fbELcT”

Lean Startup Conference from Agile Vancouver (Discount!)

If you’re anywhere near a startup these days you’ve heard and are likely practicing agile development and lean startup methods to push your endeavor forward. It’s a movement that’s sweeping the entire technology ecosystem and Vancouver is lucky to have a few of the movement’s visionaries stopping into town to discuss the topic in detail.

Agile Vancouver is bringing the Lean Startup Conerence to Vancouver on May 5th and 6th, taking place in the Vancouver Airport Hilton.

Don’t miss your opportunity to hear a collection of industry leaders shed light on lean startup methods and best practices, while connecting with your colleagues in the regional technology sphere who are practicing and refining lean practices in their own businesses.

Register Now

Tickets are still at early-bird rates of $150 for the weekend, thanks to sponsors…but the organizers are generously offering our Bootup audience 20% off tickets by clicking here.  They’re also a co-founder deal gets you a second ticket for half price, and their group deals chop 20% off of every ticket as well. Head over to the conference website for these details.

Agenda

The agenda for the weekend is packed with thought leaders from the lean startup movement. The first day will feature speakers and panels, with the second day offering you the chance to deep dive into specific aspect of lean development with some of the conference’s most exciting presenters. Below are a few of the people you’ll see at the Lean Startup Conference…

Brant Cooper and Patrick Vlaskovits

These two co-authored “The Entrepreneur’s Guide to Customer Development for Tech Startups”. Brant has been bringing technology products to market for 17 years, and Patrick has two startups under his belt and is deeply involved in LA’s lean startup community (he’s also a 500 Startups mentor).

Ash Maurya

Ash founded USERrecycle, wrote Running Lean, and is probably worth the price of admission all alone. His personal blog is a rich resource of lean startup principles and will be speaking on functional application of techniques to move quickly, be decisive, and iterating for speed, learning, and focus.

Owen Rogers and Steve Jones

Owen and Steve employ agile practices at Pulse Energy to develop SaaS solutions for large customers, and should have a fresh and unique perspective on the subject for having transitioned their team into a hybrid form of traditional and lean development methods to reflect their company and customer profile. Steve is also a Canadian paper airline champion, which is always worth noting.

Rob Walling

Rob runs about a dozen lean software companies and wrote “Start Small, Stay Small“. He’s an advocate for hyper-fast go-to-market processes and writes SoftwarebyRob, one of the web’s most popular startup blogs.

Lots More

That’s just a primer; the list of speakers and presenters is chock full of founder insights, investment perspective, and practical agile methods for technology builders and entrepreneurs. The entire agenda is here.

If you’re already going or grab your ticket in the next few days, let us know! A bunch of us Bootuppers will be there, so let’s connect!