SCALE MODEL PRODUCT MARKETING MANAGER

QUICK BACKGROUND: HEY, I’M DANNY:

HEAD OF GROWTH AND PRODUCT AT SUPERPHONE

YOU CAN CHECK OUT MY FULL STORY HERE: DANNY’S RESUME

WHY I LOVE SCALE MODEL MARKETING IN TODAY’S WORLD IS ABOUT COMMUNITY. IT CENTERS AROUND UNDERSTANDING NICHE AUDIENCES, BOUND BY A COMMON WORLD VIEW. BEING ABLE TO IDENTIFY AND TALK TO THESE COMMUNITIES IS THE KEY TO SUCCESS FOR ANY BRAND OR BUSINESS YET, THERE IS A LACK OF TOOLS THAT ALLOW YOU TO LEVERAGE THE MASSIVE AMOUNT OF DATA AVAILABLE AROUND WHAT THESE COMMUNITIES ARE DOING ON SOCIAL MEDIA ENTER SCALE MODEL

“I THINK THE BEST MARKETING GOES ON WHEN YOU TALK TO A GROUP THAT SHARES A WORLDVIEW AND ALSO TALKS ABOUT IT—A COMMUNITY.” SETH GODIN

THE PROBLEM TWITTER ISN’T ABOUT CREATING CONVERSATIONS. IT’S ABOUT TAPPING INTO RELEVANT CONVERSATIONS WITH YOUR COMMUNITY CURRENT SOCIAL MEDIA ANALYTICS TOOLS FOCUS HEAVILY ON ANALYZING YOUR OWN FOLLOWING OR A COMPETITORS FOLLOWING. MARKETERS LACK A WAY GET CRUCIAL INSIGHTS INTO NEW COMMUNITIES THAT MATTER TO THEIR BUSINESS

“TWITTER ISN’T ABOUT BREAKING THE NEWS OR SPREADING INFORMATION—IT’S ABOUT DEEJAYING IT. NEWS HAS LITTLE VALUE ON ITS OWN, BUT THE MARKETER WHO CAN SKILLFULLY SPIN, INTERPRET, AND REMIX IT IN HIS OR HER OWN SIGNATURE STYLE CAN OFTEN TELL A STORY THAT IS MORE POWERFUL AND MEMORABLE THAN THE ACTUAL NEWS ITSELF.” GARY VAYNERCHUCK

THE SOLUTION SCALE MODEL ALLOWS MARKETERS TO IDENTIFY AND UNDERSTAND NETWORKED COMMUNITIES. THEY ARE ABLE TO EASILY SPOT THE KEY PLAYERS, STAY AHEAD OF THE CURVE ON TRENDS AND CRAFT MESSAGES THAT RESONATE BUT DATA MEANS NOTHING IF IT’S NOT ACTIONABLE, SO WE PLUG YOU DIRECTLY INTO THE TWITTER ADVERTISING API TO SEAMLESSLY DELIVER YOUR MESSAGES TO YOUR COMMUNITY IF “COMMUNITY PRECEDES COMMERCE,” FOR A BUSINESS, SCALE MODEL IS A MUST HAVE IN ANY SMART MARKETERS TOOL KIT

“THE SMART PEOPLE ARE BUILDING COMMUNITY AND A DEEPER RELATIONSHIP WHENEVER THEY CAN. THE PEOPLE STUCK TO THE OLD MODEL THINK THAT WHAT THEY REALLY NEED IS AS MANY EYEBALLS AS POSSIBLE.”

RYAN HOLIDAY

WHAT I WOULD DO IMMEDIATELY TEST ACQUISITION CHANNELS: BEGIN A GROWTH PROGRAM BY TESTING DIFFERENT PAID AND ORGANIC CHANNELS TO UNDERSTAND WHERE AND HOW OUR TARGET CUSTOMERS WANT TO BE INTERACTED WITH

PARTNERSHIPS: IDENTIFY AND EXECUTE PARTNERSHIPS WITH COMPANIES, BRANDS AND DIGITAL AGENCIES WHO NEED TO BE HARNESSING THE POWER OF DIGITAL COMMUNITIES

CREATE CONTENT: CREATE CONTENT TO TELL OUR STORY IN THE FORM OF BLOG POSTS, WHITE PAPERS, CASE STUDIES, AND INTERACTIVE VIDEOS

GO TO MARKET POSITIONING Social Business Intelligence Market**

PAID AD TARGETING

ANALYZE FOLLOWERS*

ANALYZE COMMUNITIES

ORGANIC FOLLOWER GROWTH

*YOURS OR A COMPETITORS

**SELECT COMPANIES

GO TO MARKET STRATEGY THE FUNNEL

ACQUISITION

CONTENT DISTRIBUTED THROUGH ORGANIC AND PAID SOCIAL CHANNELS AS WELL AS TARGETED BLOGS. PARTNERSHIPS WITH LEADING DIGITAL AGENCIES AND BRANDS

ACTIVATION

A/B TESTING MESSAGING AND ON BOARDING FLOWS TO GET PEOPLE USING THE PRODUCT AS EFFECTIVELY AS POSSIBLE, WHILE CONTINUING TO EDUCATE ABOUT BEST PRACTICES VIA EMAIL

RETENTION

ONE TO ONE CONVERSATIONS AND SMART COMMUNICATION WITH CUSTOMERS VIA INTERCOM TO ENSURE WE UNDERSTAND THEIR NEEDS AND HOW THEY CAN BE SOLVED BY OUR PRODUCT

REVENUE REFERRAL

SAAS

CLOSELY TRACK AND OPTIMIZE FOR NET PROMOTER SCORE. RUN INCENTIVIZED REFERRAL PROGRAMS

GO TO MARKET STRATEGY DRIVING AWARENESS

ORGANIC SOCIALS: USING SOCIAL TO CREATE A DIALOGUE WITH POTENTIAL USERS AND DISTRIBUTE CONTENT

PAID SOCIALS: USING SCALE MODEL TO IDENTIFY AND TO ENGAGE RELEVANT COMMUNITIES ON TWITTER TO DRIVE LEADS THROUGH THE TOP OF THE FUNNEL

EMAIL: CAPTURING EMAILS AND RELEVANT LEAD INFORMATION EVERY STEP OF THE WAY AND EXECUTING ON THIS DATA WITH DRIP EMAIL CAMPAIGNS

GO TO MARKET STRATEGY DRIVING AWARENESS

PARTNERSHIPS: IDENTIFY AND CLOSE PARTNERSHIPS WITH BRANDS, DIGITAL AGENCIES AND START UPS

COMMUNITY BUILDING : ESTABLISHING THOUGHT LEADERSHIP AND COMMUNITY THROUGH IN PERSON EVENTS FOR TARGET USERS

BLOG TARGETING: IDENTIFY AND BUILD RELATIONSHIPS WITH THE PLACES ONLINE WHERE OUR IDEAL CUSTOMERS CONSUME CONTENT. THEN SHARE OUR CONTENT

GO TO MARKET STRATEGY CONTENT STRATEGY RESEARCH: IDENTIFY LONG TAIL KEYWORDS TO BUILD CONTENT AROUND

PRODUCE: CREATE BLOG POSTS, WHITE PAPERS, AND CASE STUDIES THAT ADD VALUE TO USERS AND POTENTIAL USERS

LET’S CHAT 267-969-2118 [email protected]