Marketing

Linkbait title aside. This is the story of a holiday card gone wrong because of Facebook's advertising rules.

Backstory: I work at a co-working space in Washington, DC called Affinity Lab. This happened to one of my co-workers, Mike who works at a company called ISG.

His company created a virtual holiday card and shared it on Facebook. It seems innocuous enough. In his words 'it's a no brainer to boost posts for $5, it goes from 10% to 100% for us.' This wasn't the first time he's done this and he's never had any issues. He just wanted all his clients to see the post.

And then it wasn't boosted.

And then this notification came through.

So the issue was too much text in a holiday card.

So we checked out with Facebook's tool. And it was astonishing how they calculated that it broke the rules. I can imagine a lot of content that is really awesome that you couldn't promote if this rule is really strictly enforced (every infographic ever?). I understand the spirit of the rule, but in practice it seems quite flawed.

After my startup's launch was covered by TechCrunch I was asked by a lot of people how it happened. People wanted copies of my pitch to learn from. It was as if I had discovered some arcane secret. But I didn't believe that. All I had done was read a couple blog posts from other startups with copies of their pitches (Thanks Jason L. Baptiste, Vinicius Vacanti, Leo Widrich) and one journalist who shared his thoughts (Thanks Sean Blanda). So instead of saying here is the magical way to get press, I wanted to find out what journalists really thought of my pitch and how it could be done better. They receive hundreds of emails from people trying to get their attention and I wanted their advice and expertise. I also wanted to know why the author who covered me on TechCrunch chose to write about me. How did I win the press lottery? In this post, I will share their thoughts and opinions.

Let's begin with the actual pitch:

Subject: Exclusive Story Opportunity: Could Twitter replace review websites?
Hey Eldon,
We talked briefly at TC DC meetup and I showed you a quick demo of my startup: Review Signal.

We're planning to launch on September 25 and you're the first journalist I've reached out to and I'd be happy to give you guys the exclusive on our launch.

What is Review Signal?
Our goal is use the conversations on social media to build a review site and bring a new level of transparency to the (sometimes? often?) shady review industry. We've started with the web hosting industry (probably the shadiest of them all) and plan to expand after launching (we're in data collection mode for a few more niches like domain registrars). At launch, we will be the largest web hosting review site around by at least an order of magnitude (maybe two) with over 100,000 reviews.

We also have a 45 second video explaining how our system works:

http://www.youtube.com/watch?v=VPpwbZWLwJQ

You're welcome to login to our private beta (username: xxx, password: xxx at ).

If you're interested please let me know and I'd be happy to follow up with any information or questions over email or phone.

What happened after I sent this email? I got a response from Klint Finley, who Eric Eldon had forwarded my email to.

Eric forwarded this to me -- I'd love to get the scoop on this. Are you available Friday?

I will skip sharing mundane details because everything of importance was handled over the phone after the first response. I told him about what I was doing and answered some of his questions. And the article came out the day we launched.

What did the journalists think?

The opinion I was most curious to read was Klint's. He is the one who wrote about Review Signal. I was thrilled when he said he would be willing to participate in this article. Please note this is his opinion and his alone. They do not represent the opinion of TechCrunch or any other publication.

Klint Finley

For a startup launch I think pitching to the press is really not all that hard: blogs like TechCrunch and The Next Web are always looking to cover new startups. The important thing is to have something worth writing about. Offering an exclusive always help grab our eye, but it's not always necessary.

The pitches I've seen fail are 'yet another...' for spaces that have long since ceased to be exciting and don't have anything else to sex them up (well known founders, a sizeable investment, a really interesting new spin on the idea...)

If the pitch sounds too much like "It's like Foursquare, but better and built by someone you've never heard of," I don't think that many people are going to pay attention at this point. If you don't have a name or a big investment you've really got to get that differentiation in there early.

I like the "it's like X for Y" type of pitch format, but not everyone does. But telling me "We're an HTML5 mobile app framework with some really advanced features" won't tell me much. Telling me "We're like PhoneGap for building Foursquare-style apps" is going to be a bit more attention grabbing.

The subject line of an e-mail is really important. To be honest, I didn't think your subject line was very good. I probably would have missed that e-mail entirely if Eric hadn't flagged it for me to check out. But once I opened the e-mail and saw that it was about using Twitter sentiment analysis to rank web hosts, I was really interested since web hosting, sentiment analysis and data mining are interests/beats of mine.

Which brings me to the importance of finding the right person for a pitch. This can be hard. Since you think of your company mostly as a b2c company and I write mostly about b2b and dev tech, it might not have been obvious to pitch directly to me. Again, luckily Eric saw it and thought, correctly, that it might be something I'd be interested in.

Some of the pitches I've gotten recently that I wrote about came directly to me and mentioned articles I'd written before. Sometimes I see this stuff and it's totally left-field and vague, like "I see that you once wrote something about 'cloud,' I too am in the cloud business." But sometimes I'll luck out and someone will e-mail me something along the lines of "you once wrote that it would be interesting to see a company doing X... well, that's what we're doing!"

So, in summary: do something awesome, make sure you explain your differentiation, put that in the subject line of your e-mail, and send it to the right person. Easier said than done.

Klint also pointed out that “this would be just one journalist's preference.” So I also decided to get a few more opinions and approached other journalists I've talked to in the past.

Ville Vesterinen and Miikke Kukkosuo, Arctic Startup

Ville:
Was not too bad at all. Nice job! My critic:

1) It's a bit too long. Journos might just skip if it's too many lines to read.

2) I'd answer your headline by 'How:'

Miikka:
I have pretty similar thoughts as Ville.

Headline could be slightly sharper. 'How' is good. Or maybe even something edgier if you can think of something else.

I got a bit lost in the explanation, wasn't too easy to follow it. Depends a lot on the reader I guess how it's received - very big sites like TC might get so many mails that they move on quickly, a bit smaller ones probably would try to make sense of the message even if it takes a bit more time.

I think it would be enough to state the problem&market you're tackling, and why you will rock. Make it easy to read and understand, go straight to the point.
For example:
The review industry is shady. We will change that using social media conversations to bring a new level of transparency. At launch, we will be the largest web hosting review site around by at least an order of magnitude (maybe two) with over 100,000 reviews. Then we'll expand to more niches.

Carl Pierre, InTheCapital

I would take out the Could Twitter replace review websites part and just write exclusive story opportunity, maybe include your name in the subject line too so they remember who you are.

Um...the first part is cool, I would probably avoid mentioning the demo part, just say "we talked briefly at TC DC meetup and you gave me some good points on my new startup, Review Signal."

Then you should probably just say that you talked about providing an exclusive for your launch, and wanted to share the information with them before you go live.

Probably avoid the part that says, What is Review Signal, I would probably skip to something like...

Here is a quick refresher as to what we do:

- bullet point
- bullet point

Trust me, nobody likes slogging through paragraphs for info, especially as a journalist who gets bombarded with pitches constantly. Keep it succinct, short, and with key information in bullet points.

Again, this won't guarantee that you'll get a story, but it should hopefully significantly improve your chances.

From talking to the journalists, the basic recommendation seems to be:

• Do something interesting
• Explain why you're different
• The subject line is your one chance to communicate why someone should care
• Target the right journalist
• Explain your idea clearly
• Keep it short

I have to thank all these journalists for taking the time and participating. I had a great time talking to them and getting feedback about the pitch. I learned a great deal and hopefully this helps others too.

If you have any other tips please feel free to share them in the comments.

Guest Post I wrote for DomainNameNews

I was reading Mark Cuban's thoughts about Facebook trying to get him to pay to reach his fans. It's an interesting opinion and one I can empathize with. The crux of it is this picture:

Brands have spent millions of dollars getting people to 'Like' their brands. Now, Facebook is asking them to pay more to reach the audience they already paid to build. It feels fundamentally unfair because Facebook has changed the rules of the game half way through.

Of course, there is another perspective to consider: the users. They probably don't want every brand spamming them. There is some ambiguity to the word 'Like'. Some would argue it's not a laissez faire situation where brands are free to advertise to every user as much as they want. Facebook's EdgeRank is supposed to improve the user's experience by curating what users see in their feed (and it just so happens that more money greases the EdgeRank wheels).

That's a quick synopsis of the article. Let's get back on topic.

Why is this important to domainers?

Mark Cuban is advocating for brands to maintain more control over the way they communicate with their audience. He's promoting Twitter, Tumblr, Instagram and MySpace (no joke!). It's not mentioned in the article, but there is still only one place that the brand still maintains full control: their domain name(s).

I've argued in the past that domains are becoming less necessary as brands opt to use social networks for their primary web presence. Facebook has about one sixth of the world's population as users. It's easier to manage, easier to share content and easier to reach your audience (assuming you have money to spend).

This is a real kick back from brands. Maybe it's just one guy. Maybe not. But it should be a good reminder that when you buy into these social networks, you're potentially making a deal with the devil. They control the rules and you are beholden to them and the changes they decide to make in the future. Your relationship with your fans is moderated by someone else.

In the developer community we worry a lot about building our software on top of someone else's platform. We've seen Twitter take out competitors it didn't like and restricting their API to control what developers can do. Perhaps it's reckoning time for brands. Maybe they will experience the risk they've put themselves at by investing into social media on platforms they don't control and that don't have an established business model.

Let me be clear: I don't think this will stop brands from using social media. However, it may be the first of many tiny cuts in Facebook's business model which moderates how it will deal with brands. Some brands may decide to try to control their fans' experience more and invest in their own domains. At the margin, there may be some increased demand for domain names. Which is good news for domainers and the first good news I've seen in a while for the industry. I think the longer term outlook is still fairly grim for most of the industry, but end user demand is the only bright spot in my mind.

Logos are a trap. Let me explain that statement: they are a place many startups get stuck. A logo is what identifies you. It's the symbol that takes up space in a customer's mind when they think about your company. There is no symbol that is more connected to your company than a logo. This traps entrepreneurs because it drives many of us to want the perfect logo.

This is how I got Review Signal's logo created in 3 days from start to finish for $30.

Step 1. Write down what you're looking for in a logo

The formula I generally follow is:

• What is the name of your company?
• What style of logo do you want? (text/icon/character/etc)
• What does the company do?
• What sort of associations does the name have?
• What am I trying to communicate with the logo?
• Who is your target audience?
• What color(s) do I want?
• Is this for web and/or print?
• What are some examples of logos you like?

Optional:

• Links to current designs/mockups.
• Any other information that might be relevant about your business or in regards to the designer (eg. if you liked a particular they designed before)

Step 2. Go to Fiverr's Logo Design category

Step 3. Find some designers with logos you like and hire them

Make sure you pass along the information you wrote in step 1. Make sure to follow any special instructions they might have. Also double check the deliverables to make sure you get a source file, generally .psd/.ai, in addition to .jpg/.png/.gif.

One concern that comes up is does this count as work for hire and who owns the rights? Fiverr says this:

Buyers are granted all rights for the delivered work, unless otherwise specified by the seller in the gig description. Fiverr retains the right to use all published delivered works for Fiverr marketing and promotion purposes.

So just make sure the designer hasn't revoked your ownership and rights.

I ended up hiring 6 that I liked ($5 x 6 designers = $30).

Step 4. Get revisions

Most of them include some number of revisions, often that number is 1. They also may deliver a few variations/options for you to choose from. This step can be hard because you will get results asynchronously. Your instinct will be to see all of them before asking for revisions. However, Fiverr only gives you 48 hours to accept or decline work after it's been delivered. Ask for the revisions you want on the logo you like most or think could be the best after revision.

If you can get feedback from users/friend/anyone in between these revisions, do it.

I received 11 logos from the 6 designers.

Step 5. Get feedback

I ended up with 11 options. I ran a survey about which logo people liked the most. The one my respondents chose also happened to be the one I liked most, so I was set. If they don't agree with your personal opinion then you have a tougher choice.

Step 6. Get back to building your startup

Exhibit A: Logos Received

Winner First (Pre-Revision and Post)

Sequential Account Numbers + Affiliate Program = Financial Transparency

Background

Accounts generally come in two flavors: name based and numerical. Name based systems use a text representation for an account (username). Numerical systems use an id number to identify accounts. (Note: these aren't mutually exclusive)

The affiliate program is nearly a staple of any online business these days. Companies give people a cut for referring them new customers that make a purchase. I have used dozens, if not hundreds of them. But what sort of information can be gleaned from these affiliate interfaces?

What's happening?
Some companies use sequential account numbers and their affiliate programs report the account id when you refer a sale.

Why would that matter?

It matters because I can measure your company's growth and revenue. It's pretty simple to take a few sales and calculate the time between them and see how many accounts were created on average per unit time. If the accounts started at 1, it's pretty easy to see how many customers have signed up too. If the company is selling one product, this pretty much gives away the keys to the castle in terms of the company's revenue. It's slightly more complex if there are different products and prices, but with enough data, you could create an estimated average sale value.

How is exposing this information problematic?

If someone, like a competitor or analyst, were trying to estimate or value your company, this would be a pretty simple (and possibly cheap) way to get that information. For a private company that doesn't want to give away their financials, this is a fairly direct way to get one of the key numbers (revenue).

Conclusion
This was just an interesting example of how little programming decisions might expose a lot more than you had planned. I bet there are many others that you may have encountered and I would love to hear of other seemingly correct programming decisions that might be wrong with more context.

It's been two weeks since Review Signal launched. The initial excitement of reaching it's first major milestone is over and I finally have a moment to think about how it went.

The Stats:

3,041 Visits
10,163 Pageviews
3.34 Pages per Visit
Average Visit Duration: 2m 16s
Bounce Rate: 5.52%
Visitors from TechCrunch: 727

Failures and Short Comings:

Social Sites - Reddit, HackerNews
It got very little traction in these communities which was disappointing because I thought these were the audiences most likely to appreciate Review Signal. Reddit was a gamble that it would be picked up, it's a huge community and it's hard to balance legitimacy and self-promotion. HackerNews I thought would be more appreciative of the problem I was trying to solve. I got a couple hundred hits and a few comments (15, many of which were my own replies). The commenters brought up some good issues, for example, the hosting recommendation doesn't work well for the HackerNews crowd. There are so many options for hosting that making a good recommendation for advanced users is incredibly hard to do with a simple form.

Contact an Expert Broke
It worked when I tested it, but somewhere between testing it and launch day it stopped working. Not sure how that happened, but it did. Some people will never hear back from me because it didn't save and send their requests for help properly. I am truly sorry about that.

Preparations
I didn't prepare enough for launch day. I had been working towards this day for months and prepared an exhaustive list of things I wanted to accomplish on day 1. I completed maybe 15% of that list. I hit the major ones, but I missed a lot of low hanging fruit which could have helped make a bigger impact. The more human side of it was I got overwhelmed and I vastly underestimated how much I could do on the fly.

Utilizing Other People
I built Review Signal alone, but on launch day I had two friends take the day off and volunteer to help me do things. I say things because I don't think I effectively used their skills. Let me be clear, Zack and Danny are both fantastic people and what happened says nothing about their talents and abilities. I am incredibly lucky to have such amazing friends. I wasn't prepared enough to work with other people on launch day. I had a few vague ideas about what they could do to help but very few concrete things for them to actually do. I definitely didn't have instructions or information to make it easy for them. More planning and better communication would have made a big difference.

What went well:

TechCrunch covered the launch.
That was really exciting and sent a lot of very high quality traffic. The bounce rate was under 2% and people were staying for over 2 minutes. I thought the article did a fantastic job explaining what Review Signal was and the challenges it faces. Some might say it's a vanity metric, the number of people who reached out to me because of the article was incredible. It opened a lot of doors that I am sure would still be closed if I hadn't gotten covered in TC.

Secondary Press

The TechCrunch article also got me covered in The Web Hosting Industry Review (TheWHIR). One of the largest, if not the largest, web hosting magazine. I also had a couple other articles written by smaller startup blogs.

Nginx + Blitz.io

Once I knew I was getting TechCrunch coverage I got worried about how much traffic my server could handle. I setup Nginx as a reverse proxy and cache and it performed like a champ. I had people complimenting how fast the site loaded. As far as I can tell the server never blinked. It peaked at 60 active users according to Google Analytics. I tested my site constantly with Blitz.io which allowed me to test up to 300 concurrent users for free. The site was struggling under Apache with that load, but once I got Nginx in front of Apache, all my concerns faded away. I couldn't generate enough concurrent users to see where Nginx would actually start to slow down.

Lessons Learned and how I would do it next time

Preparations
The most time consuming thing on launch day was crafting messages. Coming up with post titles, writing emails, IM'ing friends, and all sorts of other messages. Almost all of that could have been done before hand. I could have drafted emails, I could have written a few templates for IMs and message boards. I had the stories I wanted to use crafted but they weren't ready to simply copy+paste into messages. Each message also required some degree of personalization because nobody likes spam emails. Next time, I will have everything 1 click away from sending for launch day.

Test Everything. Again. And Again.

I should have done more thorough testing. I especially needed to make sure that the contact points with customers functioned properly. I got a lot of emails reaching out to me on launch day, but I missed quite a few hosting recommendations. The hosting recommendations probably had the highest potential value of any visitor to my site, and I lost all of them. Fail.

Paid Press Releases

I used PRWeb and their analytics tell me I got 15508 impressions and 221 reads. I have no idea what or where those impression numbers come from or how they are calculated. PRWeb sent 83 visitors which had the lowest stats of any referrer in terms of bounce rate, pages/visit and visit duration. But, that got syndicated across a bunch of websites like Yahoo. If the goal is strictly to get press, it was a waste of money. From an SEO standpoint, I don't know and it's incredibly hard to measure the value of the release.

If you have any ideas, questions or feedback I would be happy to hear it. You might also enjoy my previous project's launch story: Gift Lizard Launch: Stats, Failures, Successes and Lessons Learned.

I have to give credit to Service Magic, that's brilliant.

I wanted a simple 'Like' button connected to my facebook fanpage. No stream, no faces, no counts, no nonsense. I couldn't find an easy and obvious way to do it.

I spent more time than I would care to admit trying to figure this out and it turns out to be trivial.

1. Go to Like Button developer tool.
2. Set 'URL to Like' to your facebook page (http://facebook.com/FacebookName)
3. Set 'Width' to '50'
4. Uncheck 'Send Button'
5. Choose 'Button Count' for the Layout Style.
6. Uncheck 'Show Faces'
7. Get Code, choose iframe version.

The 50 width should cut off the like count box (you can make it bigger/smaller to make sure it works). Simple, easy, like button connected to facebook fanpage.

Screenshot below:

From: Ryan F (ryanf@ggadget.org)
Date: Thu, Feb 16, 2012 at 11:40 AM
Subject: Featured Tech Site Award
To: -------------

My name is Ryan, and I work at Green Gadget -- a PR6 technology and gadget review site located in Austin, Texas.
The reason I'm emailing you today is because we’ve selected you as an exceptional technology site. We would like to highlight you on our site and present you with an official sidebar badge for your site that will distinguish you as a Featured Tech Site.

Our selection criteria are based on several factors that we feel defines a great tech site. We selected you because we feel your website is a great resource that offers exceptional information on technology.

Attached is the html code to insert the badge. We are very excited to have you as a Featured Tech Site and I look forward to hearing back from you.

Best Regards,

Ryan

First off, who mentions their Page Rank (PR6) in a legitimate award?

There is no mention of what my site even is or any indication that it was viewed. It's all probably automated anyway (or should be considering the lack of anything requiring a human to do since nothing is tailored or personalized in any way).

You want to see the 'award'? It's pathetic.

I hope nobody falls for this bullshit but sadly I am sure some people will. This one should go straight to the spam bin.

What is Gift Lizard? It's a gift shopping site where you describe the person you want to buy a gift for using tags. It helps you discover interesting and awesome gift ideas.

First Off, The Numbers for Gift Lizard

11,870 Visits (11,509 Uniques)

15,984 Pageviews (1.35/visit)

24 Seconds Average Time on Site

89.20% Bounce Rate

96.96% New Visitors

75% US Traffic

54.60% Chrome / 34.03 % Firefox / 3.89% Safari / 1.83% Internet Explorer

Failures

Facebook

Fail. I did, so can you. I created a Gift Lizard fanpage and invited my friends. I got maybe 4 likes from messaging ~600 people? My facebook status did better and got 15 likes and 12 comments, 2 shares and someone posted it back to me. Not bad, but total facebook traffic for the week: 105 visitors, almost all from the status. Fanpage is probably a more long term benefit.

Twitter
I know some traffic came from here, but it doesn't actually show up on my logs once. Nothing big enough to notice any substantial traffic coming from the 12 or so tweets broadcasting the site.

Reddit Advertising
It's only run for 1 day and there has been no a/b testing. I am still running this ad with the copy:

“Gift Shopping Made Easy! Describe the recipient and instantly get gift suggestions tailored just for them.”

It generated 44 clicks of 71,551 impressions on 26,877 different users. However, those users had 1 minute 54 seconds average time on site and only a 37.14% bounce rate. Better users, incredibly small volume. I also got some fantastic feedback from one particular user about some ways to improve the site that I was unfamiliar with.

MVP Launch

I launched with an MVP (minimum viable product) and there is a lot of things people didn't like (and still don't like!). The interface isn't as good as it could/should be to make it clear how the site works with tagging. There are still bugs in the way it behaves and improvements I know I should be making. But the site does function and I fixed major problems as the came along as best as I could. Other more structural problems are still there and probably won't be solved before the end of the holiday season.

Those are some of the biggest failures and problems I ran into when launching.

Successes

Finding a marketing strategy that works and can be replicated is hard. But I think I've found one.

My original plan of finding 'good' gifts and tagging them across multiple categories was well meaning but it was/is highly subjective and hard to scale. I will still add gifts in targeted popular categories, but that's not where I will spend most of my time.

I realized that niches were far more engaged in their very specific interests and more likely to interact with something targeted than a blanket message about finding gifts.

To that end I tested my idea with a starcraft gifts page and posted it to starcraft subreddit. The thread received around 99 comments (about half were me responding). I engaged them in a constructive and inclusive manner adding any item they thought would make a good addition. It's also important not to be greedy, I want people to find good gifts and share it with their friends of similar interest (funnily enough some of the people's sites I linked also responded on the thread thanking me for promoting their products - and I was genuinely happy to to it!). The goal is creating a great collection of gifts for anyone who likes starcraft regardless of what site the product may be on or what type of relationship I have with that site. It was a HUGE success. The result was 10,494 visits this week to the starcraft page and I only posted it 3 days ago (so it's only 2 days worth of stats).

Fluke or repeatable?

The next day I decided let me try it for another niche and see if I can get a similar response. I created a World of Warcraft gift page and posted it to the WoW subreddit. The result was 1,143 visits to the WoW gift page. The article was more popular in terms of relative ranking (peaking at 5th versus around 12th for starcraft post) but the subreddit is a lot less active it would seem. The engagement was a lot lower, despite being only half the size, it received 10% the traffic volume. The gift collection was still relatively popular in its niche. Success! And it looks like the model is repeatable and possibly scalable.

This massive influx of traffic from one social media site was nice. A secondary effect was linking and stumbles (I got no facebook likes or tweets from these it would seem).

StumbleUpon generated 134 visitors though from one person stumbling the page and setting off a chain of stumbles presumably. Content was sticky enough to be shared and promoted. Success!

Someone even bought me 1 month of reddit gold for the starcraft gift page (thanks anonymous stranger <3)

Finally, email lists worked well. I am on a couple mailing lists and sent a message out to them, the more personal and connected you are and/or your message are, the better it worked out. My co-working space had an amazing response. I saw people browsing it all day and they would come up to me and give feedback (and even bought a few things! <3 Affinity Lab)

Lessons Learned:

• Easier to connect with a niche audience.
• Don't be greedy and help others, it makes people like you.
• Launch it and fix it on the fly.
• Just because it's not perfect or even great doesn't take too much away if you have great content/value.
• Google Analytics is mesmerizing (that's going to have to be another post!)

What I would do differently:

Facebook Event in conjunction with a facebook page. I would like to try creating an event and invite everyone to it announcing the launch. Events are stickier I think because the user has to either acknowledge it to remove it or ignore it for a long time while it shows up. Of course the risk is you may only get one chance with this strategy because users may ignore event invites from you. High risk, high reward. I'd choose who I sent the event invite to carefully.

Link directly on social media sites, it may seem like a less popular idea, but I posted to a few subreddits as comments to get feedback (design_critiques, startups, twoxchromosomes) and it generated very little interest or traffic. I think direct links, when possible, are a better idea if you can communicate effectively in the short title.

Happy to hear thoughts, feedback, questions, ideas, your stories or anything else you wish to share!