Get a face Or PLEASE not another fb-post!

Posted on December 28, 2011 by


Don’t worry this post is not going to comment on the likes that accompany your life and it’s not going to warn you about a boss who discovers your party habits. It’s also not going to try to prevent Facebook from entering the stock market or give you advice on how to acquire the stocks in advance. If you have read my previous posts about online Marketing for startups, you may have guessed that this post is about online-identity!

As we know from Lucas a startup needs 3 things to stir it up: an idea, a goal and a way. Those components help forming an identity…what’s missing? An ONLINE identity! Join me on my way of finding out why online identity is important for startups! How does it affect us? And what methods and platforms should startups focus on to create an online identity?

All about the quantity?

Last week I had an acquaintance with a guy in the S-Bahn. He was exhausted. It turned out that he interned at an online-marketing company and was responsible for creating clients’ online-identities. “It’s all about the quantity”, he told me panting, which meant that he had to find all kinds of web catalogues and register the companies’ names and then move over to writing reviews non-stop. According to you should even start being online-present before actually being present. They suggest building a “launching soon”-page to create an initial buzz and then leading to the well-elaborated indispensable website. Quality and design are important here. Why not capture some user data  by offering a newsletter?

Why is online-identity important?

Investor and entrepreneur Chris Dixon approached that question in a very interesting way. He asked why certain marketplaces became successful JUST NOW even though their ideas had been existing before. And the answer he got was TRUST. Since trust tends to be based on reputation, the “internet of people”, which enables you to find background information and reviews about pretty much everything, seems to make it easy to trust or mistrust. And create trust.

Why is it even more important?, a blog that draws connections between brain science and marketing, discusses a study about the effectiveness of social media commercials compared to TV commercials. Without getting into that discussion, you notice that what everybody agrees on is an extremely high brain activity when it comes to social networks. That activity is mainly derived from our emotional engagement when we communicate in a social context and we are easily biased to transfer that to ads which appear in that context. That’s why it seems reasonable to extend your online-identity to social networks. Be close to your potential customers!

Facebook and Co reports which social media platforms have been used most to launch businesses. Facebook is the leader, followed by Twitter and Youtube. They point out that via Facebook you can easily deliver your message and receive feedback, while twitter is the by far better messaging tool although it’s time consuming to maintain it. Fred Wilson, VC from NYC, sees an aditional advantage in Twitter concerning its lightweight, -information are not carved in stone but can be consciously adapted to different contexts. Youtube, on the other hand, makes you score higher in Search engine optimization (now, it’s time to read my last post). And it also has the ability to educate and entertain, which also creates elevated brain activity, particularly with regard to memory retention.

In one of my last posts I assumed that marketing for startups should be organic. Although the previous statements suggest an active participation concerning online-presence, Udemy also emphasizes the “organic talk”. Why not encourage some bloggers to talk about YOUR startup?! From what I know from my S-Bahn acquaintance, that practice is quite common and after all that exhausting quantity stuff it can be convenient, also in regard to build trust.

What next?

Track down where your buzz is and where you need improvements. Where do your customers come from and where should you strengthen your online-identity? I might introduce a few analytical tools to find that out soon!

Posted in: strategy