The team and I had the privilege of hearing SEO guru Rand Fishkin (founder of SEOmoz), speak last night at Microsoft in Mountain View, CA. As many of you know we are getting very close to officially launching Jotwol, so it was a no brainer to attend this event which was titled, “Marketing for Startups.” In my opinion the event was a huge success; the guys and gals over and at Hackers & Founders know what they’re doing.
You can download Fishkin’s slide deck from the event by clicking here.
Founder Danny (picture below) likes it when I summarize things for him, so I’ll do the same for you. Last night, Fishkin laid out his hypothesis that search leads to discovery and discovery leads to sharing (NOTICE: the “Discovery Leads to Sharing” slide is a doodle). He illustrates his theory by using a five level funnel with Discovery at the top proceeded by Realization of Need,Consideration, Conversion, and at the bottom, Retention. Because no one is likely to find Jotwol using search, at least not yet, I will focus on the social aspects of his talk.
Fishkin believes, and rightfully so, that Social is Discovery Prior to Interest, which means that users who discover things on social media become aware of you before they are interested in you. At the moment of awareness, the user may then realize that they need or want to partake in the activity being presented. More importantly, seeing your brand such as Jotwol, on social media websites creates branding and trust with users long before they ever use your services. Eventually, with enough trust and branding a website will earn the loyalty of it’s users thus making it to the bottom of the funnel.
Now! Applying all this to Jotwol!
It’s extremely important for us to build a robust social media community because people aren’t going to find us by searching on Google or Bing. Rather, people are going to find us by logging on to Facebook and seeing that their friend drew or saw something interesting on Jotwol and shared it on their wall. The question is, how do we get people to share Jotwol? First, we give them a way to share. We’ve accomplished this by creating a coordinate system that allows users to find the exact spot on the wall where content is displayed. We’ve also given the user the option to click the share button. We believe that we have executed the share button and coordinate system beautifully, however, we are concerned that our users to do not have enough incentive to share content from the wall.
…. the story has yet to be written.