HackFwd Build 0.4 - Mallorca December 2010
I gave a talk on building marketing into your product, or what I like to call organic marketing. I differentiate between organic marketing and viral marketing at least conceptually, since it is often too easy to think of viral marketing as campaign-driven or fire-and-forget. Organic marketing, on the other hand, is something you have to tend to all the time to ensure it stays healthy and grows your product.
The essential ideas I quickly covered in this talk are the following four: 1) testing and iteration of your marketing like you would do with your product; 2) building on a foundation of trust and service; 3) managing the channel behaviour of users; and 4) managing the user behaviour inside your product by understanding their minute motivations, or what I call “units of intention”.
Read the whole text at http://hackfwd.tumblr.com/post/2828100015/build-0-4-talks-marketing