startup & want to get into the big league … think pr! berlin
DESCRIPTION
My presentation for the Techmeetup PR Masterclass in Berlin, March 19th. Main topics: Think about a persona and why you need to put on a producer's hat all the time; plus a 'MVSMP', the minimal viable social media plan.TRANSCRIPT
“STARTUP & WANT TOGET INTO THE BIGLEAGUE? THINK PR!”BERLIN, 19.03.2013#TMUPR
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“STARTUP & WANT TOGET INTO THE BIGLEAGUE? THINK PR!”BERLIN, 19.03.2013#TMUPR
“STARTUP & WANT TOGET INTO THE BIGLEAGUE? THINK PR!”BERLIN, 19.03.2013#TMUPR
@NicoleSimon, nicole-simon.eu
We are simple today
Many years.Thousands of people.
I know this stuff.Trust me.
Many years.Thousands of people.
I know this stuff.Trust me.
Many years.Thousands of people.
I know this stuff.Trust me.
Goals for tonight
Think strongly about your personas
You have to put on a producer mindset –everywhere and always
Think about your MVSMP:minimal viable social media plan
Please understand your job and your craft- stop being an amateur
some tactic ideas
Think strongly about your personas
You have to put on a producer mindset –everywhere and always
Think about your MVSMP:minimal viable social media plan
Please understand your job and your craft- stop being an amateur
some tactic ideas
Think strongly about your personas
You have to put on a producer mindset –everywhere and always
Think about your MVSMP:minimal viable social media plan
Please understand your job and your craft- stop being an amateur
some tactic ideas
Which hat are you wearing today?
Founder, community manager, intern? Programmer, marketing, HR? Native language, bilingual, foreigner?
for the purpose of today we will go withfounder mindset / PR & marketing hat
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Founder, community manager, intern? Programmer, marketing, HR? Native language, bilingual, foreigner?
for the purpose of today we will go withfounder mindset / PR & marketing hat
Founder, community manager, intern? Programmer, marketing, HR? Native language, bilingual, foreigner?
for the purpose of today we will go withfounder mindset / PR & marketing hat
Personas5
PR is more than just talking to the press.
Personas5
Persona
Name, Age, Job, Attributes, Favorites
Lisa, 29, Loves Vogue, is an agency girl, Munich Pablo, 34, Madrid, unemployed, “tech blogger” in
spanish Jory, 39, founder blogher, fresh mother
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Name, Age, Job, Attributes, Favorites
Lisa, 29, Loves Vogue, is an agency girl, Munich Pablo, 34, Madrid, unemployed, “tech blogger” in
spanish Jory, 39, founder blogher, fresh mother
Name, Age, Job, Attributes, Favorites
Lisa, 29, Loves Vogue, is an agency girl, Munich Pablo, 34, Madrid, unemployed, “tech blogger” in
spanish Jory, 39, founder blogher, fresh mother
Who are you actually talking to?
VC, which round? Early-beta tester? Programmers for your API? Journalist ? Broadcaster? TV? Bloggers Multiplicator / Influencer Customers, paying, not paying, angry customer
Industry news? Topic based? which network(s)? Forum? Youtube? G+? Twitter?
Facebook? PAPER?
VC, which round? Early-beta tester? Programmers for your API? Journalist ? Broadcaster? TV? Bloggers Multiplicator / Influencer Customers, paying, not paying, angry customer
Industry news? Topic based? which network(s)? Forum? Youtube? G+? Twitter?
Facebook? PAPER?
VC, which round? Early-beta tester? Programmers for your API? Journalist ? Broadcaster? TV? Bloggers Multiplicator / Influencer Customers, paying, not paying, angry customer
Industry news? Topic based? which network(s)? Forum? Youtube? G+? Twitter?
Facebook? PAPER?
Customer Lifecycle works for PR too
Engaged InactiveInterestedUnaware
• Survey ondissatisfaction
• Incentive to re-visit web site
• Promotion tobuy product
• Educationabout thebrand and itsbenefits
• Promotion forfirst purchase
• Data collectionfor specifictargeting
Service Grow
• Valued content• Consumer
participation• Upcoming
event reminder• Promotions,
competitionsand alerts
• Viral content• Viral
mechanics• Cross sell• Up sell• Top of mind
awareness -drivingfrequency
Convert Re-engage
• Advertising• Messages from
friends• Other
consumerschatter
Awareness
• Educationabout thebrand and itsbenefits
• Promotion forfirst purchase
• Data collectionfor specifictargeting
• Valued content• Consumer
participation• Upcoming
event reminder• Promotions,
competitionsand alerts
• Viral content• Viral
mechanics• Cross sell• Up sell• Top of mind
awareness -drivingfrequency
Repeat after me9
You are a producer.You are a producer.You are a producer.
Lights, smartphone, action!
Repeat after me9
You are a producer.You are a producer.You are a producer.
Lights, smartphone, action!
You are a producer, not a consumer
Problem: People think they are normal people whenthey work in this realm. You are not. You are part ofthe system.
It is not important if you like it or not.It‘s your job to ‚make it work‘.
Problem: People think they are normal people whenthey work in this realm. You are not. You are part ofthe system.
It is not important if you like it or not.It‘s your job to ‚make it work‘.
Problem: People think they are normal people whenthey work in this realm. You are not. You are part ofthe system.
It is not important if you like it or not.It‘s your job to ‚make it work‘.
Ex: Look at your own profiles
Who are you? Are you ‚professional‘? Do I understand where you live and work? Can I reach you?
Who are you? Are you ‚professional‘? Do I understand where you live and work? Can I reach you?
Crispy Wallet – Shiny! Oh. Flash.
Try to share.
Buzzwords? Yes please
Showing http://www.indiegogo.com/spuni Guess how Google Alerts work. Showing http://www.indiegogo.com/spuni Guess how Google Alerts work.
You are not revolutionary
“We are the best greatest new startup in town andare awesome!!! Look at me! Look at me!”
Guess how many journalists / bloggerswill ‘reblog’ that.
You are there to think about what I like. That includes something simple like …
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“We are the best greatest new startup in town andare awesome!!! Look at me! Look at me!”
Guess how many journalists / bloggerswill ‘reblog’ that.
You are there to think about what I like. That includes something simple like …
“We are the best greatest new startup in town andare awesome!!! Look at me! Look at me!”
Guess how many journalists / bloggerswill ‘reblog’ that.
You are there to think about what I like. That includes something simple like …
Your Chrunchprofile? Others?
Who is reading this, who is using this? Who is reading this, who is using this?
MVSMP16 MVSMP16
Goal: MVSMP
Claim your territory on all major networks – even ifyou don‘t think you need them
Have a consistent naming (http://namechk.com/) connect everything for sharing – if useful! Have a home base and link everything back to that
If you don‘t have the resources, play hibernation Set up expectation management
Claim your territory on all major networks – even ifyou don‘t think you need them
Have a consistent naming (http://namechk.com/) connect everything for sharing – if useful! Have a home base and link everything back to that
If you don‘t have the resources, play hibernation Set up expectation management
Claim your territory on all major networks – even ifyou don‘t think you need them
Have a consistent naming (http://namechk.com/) connect everything for sharing – if useful! Have a home base and link everything back to that
If you don‘t have the resources, play hibernation Set up expectation management
I like to share on xyz and mention you
Are you on google plus? Are you on twitter? Can I find out where you are? Is there a page on your website where we can find
out about all of your activities? [Do you use them also for free valuable backlinks?]
Are you on google plus? Are you on twitter? Can I find out where you are? Is there a page on your website where we can find
out about all of your activities? [Do you use them also for free valuable backlinks?]
Are you on google plus? Are you on twitter? Can I find out where you are? Is there a page on your website where we can find
out about all of your activities? [Do you use them also for free valuable backlinks?]
What to look at
Have a list of topics to follow Manage lists of relevant people Research where they are active! Actively search about mentions of you Keep lists of mentions Decide when to react where and when This includes mail: the attention span of a journalist
is usually 3 hours tops
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Have a list of topics to follow Manage lists of relevant people Research where they are active! Actively search about mentions of you Keep lists of mentions Decide when to react where and when This includes mail: the attention span of a journalist
is usually 3 hours tops
Have a list of topics to follow Manage lists of relevant people Research where they are active! Actively search about mentions of you Keep lists of mentions Decide when to react where and when This includes mail: the attention span of a journalist
is usually 3 hours tops
“Newsroom”
Gives target groups access toall needed materials
Must haves are photos (printable and web sized),links to relevant networks, all informations I mightlike, screenshots, proof, etc
Send into the void – if your only reader is Google,that is enough
Include audio and video – think conferences
Gives target groups access toall needed materials
Must haves are photos (printable and web sized),links to relevant networks, all informations I mightlike, screenshots, proof, etc
Send into the void – if your only reader is Google,that is enough
Include audio and video – think conferences
Gives target groups access toall needed materials
Must haves are photos (printable and web sized),links to relevant networks, all informations I mightlike, screenshots, proof, etc
Send into the void – if your only reader is Google,that is enough
Include audio and video – think conferences
Ah press link … uh?21
I said all “we need” not cute
Fazit
Get to know yourself and make an assessment ofwhat you can and cannot do
Go through your different personas, attach a timetable
Make a plan for a MVSMP and an expansion plan Use others to brainstorm ideas of how to engage Be a producer and help others Build up public perception Send into the void
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Get to know yourself and make an assessment ofwhat you can and cannot do
Go through your different personas, attach a timetable
Make a plan for a MVSMP and an expansion plan Use others to brainstorm ideas of how to engage Be a producer and help others Build up public perception Send into the void
Get to know yourself and make an assessment ofwhat you can and cannot do
Go through your different personas, attach a timetable
Make a plan for a MVSMP and an expansion plan Use others to brainstorm ideas of how to engage Be a producer and help others Build up public perception Send into the void
Some tactics24 Some tactics24
FB Groups
Berlin Startup sphere runs mostly through Eventbrite,Meetup.com and Facebook
Berlin Startups, ca 4.100 membershttp://fb.com/groups/159595270791268/
Berlin Startups Jobs, ca 2.400 membershttp://fb.com/groups/395011077224173/(see group description for job boards)
Berlin Startup sphere runs mostly through Eventbrite,Meetup.com and Facebook
Berlin Startups, ca 4.100 membershttp://fb.com/groups/159595270791268/
Berlin Startups Jobs, ca 2.400 membershttp://fb.com/groups/395011077224173/(see group description for job boards)
Berlin Startup sphere runs mostly through Eventbrite,Meetup.com and Facebook
Berlin Startups, ca 4.100 membershttp://fb.com/groups/159595270791268/
Berlin Startups Jobs, ca 2.400 membershttp://fb.com/groups/395011077224173/(see group description for job boards)
Producer?
I am ‘collecting’ Startups from Berlin on Twitterhttps://twitter.com/nicolesimon/berlin-startup
Also people from around the tech scene who tweetin english : https://twitter.com/nicolesimon/berlin-internationals
Are you one of those? Ping me. ;)
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I am ‘collecting’ Startups from Berlin on Twitterhttps://twitter.com/nicolesimon/berlin-startup
Also people from around the tech scene who tweetin english : https://twitter.com/nicolesimon/berlin-internationals
Are you one of those? Ping me. ;)
I am ‘collecting’ Startups from Berlin on Twitterhttps://twitter.com/nicolesimon/berlin-startup
Also people from around the tech scene who tweetin english : https://twitter.com/nicolesimon/berlin-internationals
Are you one of those? Ping me. ;)
Always think about:What you can do for me
Use the hype – ‘made in berlin’28
Make it easy for me
Make it easy for me to make you happy Put yourself in my shoes
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Make it easy for me to make you happy Put yourself in my shoes
EX: Gary
It’s about being ready
Interview a day by GaryVaynerchuk – what could youask Gary so it makes sense andfits into the ‚rest‘?
It’s about being ready
Interview a day by GaryVaynerchuk – what could youask Gary so it makes sense andfits into the ‚rest‘?
http://www.helpareporter.com/31
And to be curious …
Hm. How did they do that?
Excercise at home: Search for Kino Berlin
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Hm. How did they do that?
Excercise at home: Search for Kino Berlin
Hm. How did they do that?
Excercise at home: Search for Kino Berlin
Be self sustainable
Give me all information as if I have alzheimer Give me all information as if I have alzheimer
Don‘t waste your shots.34
And why would I do that?35
Careful of your messaging
You can hire me for …
Implementing Social Media, practical and handson Consulting / feedback on tech and social media Inhouse training and coaching, also for interns Understanding the German / European market
Let me know if you are interested in my socialmedia training programm
Please feel free to connect:Facebook Twitter Google Plus xing linkedin
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Implementing Social Media, practical and handson Consulting / feedback on tech and social media Inhouse training and coaching, also for interns Understanding the German / European market
Let me know if you are interested in my socialmedia training programm
Please feel free to connect:Facebook Twitter Google Plus xing linkedin
Implementing Social Media, practical and handson Consulting / feedback on tech and social media Inhouse training and coaching, also for interns Understanding the German / European market
Let me know if you are interested in my socialmedia training programm
Please feel free to connect:Facebook Twitter Google Plus xing linkedin
HERZLICHEN DANK!QUESTION, REMARKS,DISCUSSION?
HERZLICHEN DANK!QUESTION, REMARKS,DISCUSSION?
Nicole Simon, [email protected]