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1
DOING THINGS THAT DON’T SCALE
Counter intuitive marketing for startups...
2
Who Am I?
Developer, MeteorJS/NodeJS
Founder at Development
Studio Almog Design
Developer / Entrepreneur
Almog Koren
For...
3
Scoreoid
5,000+ Game Developers
Millions of players
Team of 3 / 5
$175K in Funding
01
02
03
04
Lesson's learned
4
Scoreoid - Customers
$75K in unding
Lesson's learned
5
Scoreoid – Teir 1 Games
$75K in unding
Lesson's learned
Super Hexagon
Featured iOS, Android
and part of the indie bundle...
6
Scoreoid – Developers
Lesson's learned
Our client wanted to create a worldwide online leaderboard for their
app. The Sco...
7
http://paulgraham.com/ds.html
Paul Graham’s Essay
After closing down Scoreoid now having some free time, I enrolled
star...
8
The Goal For This Talk?
9
Guest Content
Writing guest content not only works but really helps you get your
message across and bring in new users (...
10
Guest Content - Take Aways
• Always follow up on comments
• Always follow up with the website / author
• Send a thank y...
11
One on One
It’s manual labor intensive but it works. I would each day look at the
top 20 and lower (you want the mid ti...
12
One on One
13
One on One
The message I sent out
14
One on One
I also did this for meet ups, uaergroups and anywhere that had game
developers
15
One on One
If I developer did you use Scoreoid after a one on one message I would
then post about it on our social netw...
16
One on One - Take Away
• By playing each game or most of the games I was able to give really
feedback and make my email...
17
Community SDK’s
I went to GitHub and other game developer communities looking for
developers that have developed SDK’s ...
18
Videos, Videos
For each feature release we upload short videos showing what were
working on, don’t expect viral videos ...
19
Community Partners
On our main website we created a community partners section were
we promoted in our partners in retu...
20
Doing More
We also did developer interviews, spoke at events and anything we
can think of. We did not look for crazy si...
21
The Promotion
marketing techniques that use pre-existing social
networking services and other technologies to
produce increases in brand...
VIRAL = YOUR MARKET REACH
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Market
Segments
Incentive size
Net...
Social Media
Adding a like button isn't going to get you users
Doing social media isn't marketing it’s part of marketing
S...
Goals:
• Increase Scoreoid brand awareness and awareness within
the game developers community.
• Increase social traffic a...
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Outline:
• Gather 6 game designers, sound artists and develo...
8,159
Unique Views
10,000
Visits
1 MILLION
Impressions (Twitter)
Over 5,500
Tweets
Over 6,000
Social Referral
13,831
Page ...
18,231
Unique Views
23,000
Visits
1 MILLION+
Impressions (Twitter)
Over 6,500
Tweets
Over 10,000
Social Referral
39,836
Pa...
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Brand Awareness
Brand Awareness
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Brand Awareness
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Brand Awareness
The Ultimate Gaming Backend-as-a-Service for Game Developers!
Brand Awareness
Follow up after initial spike
Target influencers more
Incentive based is key
Update hash tags constantly
Brand awareness i...
Social engagement
Brand awareness
Segment
WHAT
TO DOSocial research
Find a good incentive
Be genuine
Post, Post, Post
Soci...
What can you give away or provide that has value?
What does your target market need or would want?
What can I show to my t...
Examples
Dropbox Michigan Race
Dropbox share for free space
Examples
Dropbox invite friends for free space
Copy Tweet for extra storage
Examples
Twitter promotion (in 2009) - "Tweet Seats" sold domestic tickets
through its Twitter account for just nine bucks...
Grasshopper, The New Dork - bit.ly/bCFPNJ
Dollar Shave Club - bit.ly/x1RILs
Examples
- More than 1.3 million views since M...
Will It Blend? - bit.ly/efO3A
The Blair Witch Project - bit.ly/GWXa
Examples
- 530,000 subscribers and over 220 million vi...
Focus Point
Rewards Engagement
Good
segmentation
Wrap Up: Focus
Wrap Up: Tools that can help
Almog Design @IsAlmog Almog Design
Website: www.almogdesign.net
Blog: https://medium.com/@IsAlmog
E-Mail: almog@almogdesgi...
THANK YOU
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Doing Things That Don't Scale - Counter intuitive marketing for startups...

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Counter intuitive marketing for startups...
After closing down Scoreoid now having some free time, I enrolled startup class. Part of the reading was Paul’s Graham’s do things that don’t scale.

I realized what I did for Scoreoid in the being was exactly this, and it really works….

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Doing Things That Don't Scale - Counter intuitive marketing for startups...

  1. 1. 1 DOING THINGS THAT DON’T SCALE Counter intuitive marketing for startups...
  2. 2. 2 Who Am I? Developer, MeteorJS/NodeJS Founder at Development Studio Almog Design Developer / Entrepreneur Almog Koren Formerly founder of Scoreoid (funded startup) Speak at events & meet-ups Casual Connect, Mobile Summit, ect.. Active in the community / Community Evangelist
  3. 3. 3 Scoreoid 5,000+ Game Developers Millions of players Team of 3 / 5 $175K in Funding 01 02 03 04 Lesson's learned
  4. 4. 4 Scoreoid - Customers $75K in unding Lesson's learned
  5. 5. 5 Scoreoid – Teir 1 Games $75K in unding Lesson's learned Super Hexagon Featured iOS, Android and part of the indie bundle LIGA WorldTap Official Spanish Liga de Fútbol game Color Sheep Featured Android game by industry professionals Trinket Studios
  6. 6. 6 Scoreoid – Developers Lesson's learned Our client wanted to create a worldwide online leaderboard for their app. The Scoreoid API was the best solution out there. It was super easy to implement and seamlessly worked across all of our target platforms within the Unity framework. Andrew Thompson, emberlab I’ve been searching for a proper solution for my leaderboards without the need of servers or a database, Scoreoid was an instant hit and its no-API approach made it compatible with any platform! Kenney Indie Game Developer Scoreoid is great! It has saved me countless hours of coding and given me the ability to focus more on creating a great game without having to worry about how I’m going to handle all the “other stuff” Scoreoid Rocks! Mark Hemingway Indie Game Developer
  7. 7. 7 http://paulgraham.com/ds.html Paul Graham’s Essay After closing down Scoreoid now having some free time, I enrolled startup class. Part of the reading was Paul’s Graham’s do things that don’t scale. I realized what I did for Scoreoid in the being was exactly this, and it really works….
  8. 8. 8 The Goal For This Talk?
  9. 9. 9 Guest Content Writing guest content not only works but really helps you get your message across and bring in new users (signups). While it does take a lot of time and does not bring a big amount of users (don’t expect double digits signups but single digits) over time it makes a big difference.
  10. 10. 10 Guest Content - Take Aways • Always follow up on comments • Always follow up with the website / author • Send a thank you note to the website / author • Track everything - Google Analytics is your best friend
  11. 11. 11 One on One It’s manual labor intensive but it works. I would each day look at the top 20 and lower (you want the mid tier first, as your not yet recognizable and just starting out) on the Android Play store I would contact each game developer and send them a personal message, I would also try to play each game and it 100% personalized. This is the most important thing.
  12. 12. 12 One on One
  13. 13. 13 One on One The message I sent out
  14. 14. 14 One on One I also did this for meet ups, uaergroups and anywhere that had game developers
  15. 15. 15 One on One If I developer did you use Scoreoid after a one on one message I would then post about it on our social networks and interview that developer.
  16. 16. 16 One on One - Take Away • By playing each game or most of the games I was able to give really feedback and make my email / message personalized • Making your email / message personalized is the most important thing • Don’t send out mass emails and marking emails this does not work, fact.. • If they use your service make sure to follow up and get their feedback
  17. 17. 17 Community SDK’s I went to GitHub and other game developer communities looking for developers that have developed SDK’s and components. They just asked then to develop some for Scoreoid. It was hard to find developers for this but after 2 components other developers were doing this on their own without any contact from us. It grew by itself.
  18. 18. 18 Videos, Videos For each feature release we upload short videos showing what were working on, don’t expect viral videos or double digit signups but this works and over time we received an increase in both social media and signups.
  19. 19. 19 Community Partners On our main website we created a community partners section were we promoted in our partners in return they listed us and their site and promoted out services. We were small noting more then a startup but over time were able to build this into a great tool with partners from Microsoft to ATT&T increasing signups and our exposure.
  20. 20. 20 Doing More We also did developer interviews, spoke at events and anything we can think of. We did not look for crazy signup numbers or exposure but just going other there and doing the small stuff. • Don’t worry about exposure or how long something might take • Focus on little steps, doing things that are small • It’s hard work no way to avoid that so go other there and just do it • Ads when your starting out and bootstrapping is a waste
  21. 21. 21 The Promotion
  22. 22. marketing techniques that use pre-existing social networking services and other technologies to produce increases in brand awareness or to achieve other marketing objectives… Wikipedia The Ultimate Gaming Backend-as-a-Service for Game Developers! Video clips, images Games, email Incentive based Trendy based Viral?
  23. 23. VIRAL = YOUR MARKET REACH The Ultimate Gaming Backend-as-a-Service for Game Developers! Market Segments Incentive size Networking potential Initial impact Time frame Viral Reach?
  24. 24. Social Media Adding a like button isn't going to get you users Doing social media isn't marketing it’s part of marketing Sharing and posting is not social media Remember your network isn't scalable
  25. 25. Goals: • Increase Scoreoid brand awareness and awareness within the game developers community. • Increase social traffic and website traffic. • Increase referrals and SEO? • Testing the waters out. • Can it go viral or pick up traction? The Promotion
  26. 26. The Ultimate Gaming Backend-as-a-Service for Game Developers! Outline: • Gather 6 game designers, sound artists and developers from the community. • Provide assets via landing page and “PayWithATweet”. • Low budget and organic marketing. The Promotion
  27. 27. 8,159 Unique Views 10,000 Visits 1 MILLION Impressions (Twitter) Over 5,500 Tweets Over 6,000 Social Referral 13,831 Page Views First 24 to 36 Hours
  28. 28. 18,231 Unique Views 23,000 Visits 1 MILLION+ Impressions (Twitter) Over 6,500 Tweets Over 10,000 Social Referral 39,836 Page Views Within A Week
  29. 29. The Ultimate Gaming Backend-as-a-Service for Game Developers! Brand Awareness
  30. 30. Brand Awareness
  31. 31. The Ultimate Gaming Backend-as-a-Service for Game Developers! Brand Awareness
  32. 32. The Ultimate Gaming Backend-as-a-Service for Game Developers! Brand Awareness
  33. 33. The Ultimate Gaming Backend-as-a-Service for Game Developers! Brand Awareness
  34. 34. Follow up after initial spike Target influencers more Incentive based is key Update hash tags constantly Brand awareness is key Be more prepared to measure Direct follow up was missed Closing and wrapping up What We Learned
  35. 35. Social engagement Brand awareness Segment WHAT TO DOSocial research Find a good incentive Be genuine Post, Post, Post Social mechanics Use a designer Your Promotion?
  36. 36. What can you give away or provide that has value? What does your target market need or would want? What can I show to my target market that would interest them? What platforms can I use? Brainstorm with everyone THINK OUTSIDE THE BOX Ideas
  37. 37. Examples Dropbox Michigan Race Dropbox share for free space
  38. 38. Examples Dropbox invite friends for free space Copy Tweet for extra storage
  39. 39. Examples Twitter promotion (in 2009) - "Tweet Seats" sold domestic tickets through its Twitter account for just nine bucks a pop, selling 1,000 tickets in just three minutes. 33,000 followers to its Twitter account.
  40. 40. Grasshopper, The New Dork - bit.ly/bCFPNJ Dollar Shave Club - bit.ly/x1RILs Examples - More than 1.3 million views since March 2010 (Startup, USA ). - 2 million views within the first 48 hours, today 5 million. Used video to raise $1 million USD and gain 12,000 new subscriptions within the first two days of debut.
  41. 41. Will It Blend? - bit.ly/efO3A The Blair Witch Project - bit.ly/GWXa Examples - 530,000 subscribers and over 220 million views - budget of just over $500,000, gross almost $250 million at the box office
  42. 42. Focus Point Rewards Engagement Good segmentation Wrap Up: Focus
  43. 43. Wrap Up: Tools that can help
  44. 44. Almog Design @IsAlmog Almog Design Website: www.almogdesign.net Blog: https://medium.com/@IsAlmog E-Mail: almog@almogdesgign.net Contact
  45. 45. THANK YOU

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