“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

37

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, info@nicole-simon.eu