Be More Popular: Culture-Building for Startups
Genre: How To
Tag: Recommended Books
Publisher: Red Cup Agency
Publication Year: 2014
Format: Available in Kindle, audiobook and paperback.
Narrator: Daniel Kuan
ASIN: 1500955213
ISBN: 9781500955212

Marketing 101 for startups means you must attract early adopters, your community of true fans. This easy-to-follow book offers the information and action steps you need to market your business. Working from the inside - beginning with your personal mission - you'll see how to develop your message in advertising, blogs, email newsletters, and in social media to reach your best customers. In this book, you'll learn how to recognize and grow your startup's culture, when to take the steps you need to grow your community, which engagement tools and techniques build community, how to combine your culture and community into an engine to attract and retain users, and how to create a feedback loop to keep you on the right track
About the Book

The world’s most successful startups all share one quality. They started out being known only by a passionate few – their superfans who spread the word about them and pushed the new company to fame and fortune. In this book, you’ll receive valuable marketing tips and techniques to build your startup’s culture from the inside out. The author shares the steps you need to take to develop your community of customers and fans. You’ll learn what engagement tools and techniques to use, be they in advertising, writing blogs, posting social media, or speaking appearances. Part One of the book is foundational, clarifying the concepts you need to recognize, develop and spread your company culture. Part Two is a step-by-step guide to turning your first one hundred users into a thousand true fans, and then leverage the interest of those early adopters into your next ten thousand fans and beyond. The areas covered include:

How to define and deploy your company culture
How to win fans who become customers
Hacks for building a vibrant online community
Techniques for leveraging social media marketing
How to use email marketing lists
Facebook advertising tips
Using blogs and podcasts to build your user base
How to go from one hundred true fans a thousand to ten thousand and more

If you launch a startup without creating a social culture around it or connecting with an existing social culture, your startup will drop like a rock in the ocean and will never be seen again. Read this book, and you’ll never have that problem. You’ll build your company culture into an engine to attract and retain users, creating a feedback loop to keep you on the right track.

Lee Schneider runs Red Cup, an agency serving startups and entrepreneurs by building online culture and user community. He teaches media and crowdfunding for the USC School of Architecture, where he is a member of the faculty. He teaches business marketing fundamentals at General Assembly in Los Angeles. He is the founder of Digital Fundraising School, an online crowdfunding academy teaching media-makers, entrepreneurs and tech visionaries how to succeed at crowdfunding. He has more than 20 years experience in film and documentary production, working as a writer for Good Morning America and Disney, producer for Dateline NBC, and the History Channel, and executive producer for TLC, Discovery Health, Bravo, Food Network and Reelz Channel. Married, he is the father of three and lives in Santa Monica, CA

Product details
Paperback: 148 pages
Publisher: CreateSpace Independent Publishing Platform; 1 edition (October 15, 2014)
Language: English
ISBN-10: 1500955213
ISBN-13: 978-1500955212
Product Dimensions: 6 x 0.3 x 9 inches
Shipping Weight: 9.9 ounces (View shipping rates and policies)
Average Customer Review: 5.0 out of 5 stars

Really valuable for business at any stage of growth Five Star Review This book provides a huge value. The author covers the concept of culture for start ups, which may seem vague or hard to understand but he makes it concrete. It's a great book for any business whether you are a start up or a well-established organization. One of the most valuable points I got is that your business will have a culture whether you are intentional about it or not. What do you want to convey? What kind of values do you want your customers to know about you? I love that he teaches not only the big picture about culture - what it is, why it's important, and how people know what your culture is but he also teaches the details. In the details, he teaches how to define your culture, how to spread it and how to work by it and attract customers that share it. He even shares specific tools to use to gather data about customer behavior and preferences.
– Michele Christensen
FIve Star Review Culture is a big issue for startup founders because they need to inspire customers, future employees, investors - everyone needed to join their ecosystem and make the company successful. Be More Popular is the first book I've read that gives practical advice on how to create a culture. It is an easy, enjoyable, quick read and a great companion for your next flight. Here is what I liked best about the book: 1. Lots of books talk about the culture at places like Google, Zappos or Facebook - founders read about them and think they should imitate what works at these successful companies. Unfortunately this never works because culture building starts from the inside - the founder's vision, personality, and habits. IOW, a secretive founder can't build a culture based on transparency. 2. All of the steps in the book can be integrated into the startup's existing marketing efforts. For instance, a startup has to build relationships with influencers or media to generate sales. Talking about culture just becomes part of story. Good news if you're worried about the extra effort required. If you're looking for a "quick fix" to turn an inspiring product, team, or vision into an amazing culture this book won't get you there (nothing will). But if you've got the foundation of a great culture Be More Popular offers some practical advice for creating one.
– Kevin Dewalt
About the Author
Lee Schneider

Lee Schneider is the owner and communications director of Red Cup Agency in Santa Monica, CA. Red Cup has reimagined communications for startup and enterprise businesses, building online networks, managing content, developing media, and creating PR campaigns. He has taught media and crowdfunding for the USC School of Architecture, where he is a member of the faculty, and has taught business marketing at General Assembly in Los Angeles. Married to a goddess, he is the father of three. Find him on Twitter at @docuguy.

He is the author of Be More Popular: Culture-Building for Startups, Chronicle of a Startup Town: Los Angeles, Powerful Online Message Delivery - Free and Low-Cost Platforms for Creative Companies and Individuals, and The Angel Playbook, a guide for entrepreneurs and investors.

Factoid: He was a writer for the iconic cartoon series ThunderCats.

Look Inside
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