Marketing & PR for Startups
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  • 1. MARKETING & PR FOR STARTUPS Courtney Boyd Myers Director of Audience Development, General AssemblyTuesday, April 16, 13
  • 2. INTRODUCTION 2 COURTNEY BOYD MYERS DIRECTOR OF AUDIENCE DEVELOPMENT, GENERAL ASSEMBLY EUROPE ‣ Member of #10’s Tech City Advisory Group ‣ Mentor at BBC WorldWideLabs, Ignite100 ‣ Recovering Technology Journalist ‣ The Next Web, The Huffington Post, Forbes ‣ Community Member of Sandbox, Summit Series & ICE ‣ @CBMTuesday, April 16, 13
  • 3. AGENDA 3 ‣ Mission, Vision + Values ‣ Branding, Design + Messaging ‣ Traditional vs. Inside Out Marketing ‣ Social Media ‣ Analytics + Tools ‣ PR ‣ Relationships, Relationships, Relationships ‣Q &ATuesday, April 16, 13
  • 4. MARKETING & PR FOR STARTUPS 4 MISSION, VISION + VALUES ‣Vision: The company’s long-term, aspirational business goals. Whats the change you want to make in the world? ‣Mission: The company’s purpose and reason for being. What are the big first steps to make that change? ‣Values: How will you make those choices, changes and first steps? SourceTuesday, April 16, 13
  • 5. MARKETING & PR FOR STARTUPS 5 MISSION VS. VISION EXAMPLES ‣Fitocracy ‣ Vision: create a world where fitness is possible for anyone ‣ Mission: empower everyone to reach their next level of health & fitness ‣One Fine Stay ‣ Vision: Become the world’s largest network of “unhotels” ‣ Mission: Provide quality sensitive travelers with a “live like a local” experience while taking care of the home for homeowners.Tuesday, April 16, 13
  • 6. MARKETING & PR FOR STARTUPS 6 GA’S MISSION We empower individuals to find purpose and meaning in their work in the context of a global community inspired by the entrepreneurial experience. We provide direct instruction from top practitioners and engender a culture of collaboration and mutual support. We provide multiple touch points to engage with our content and community— which in aggregate form an iconic and aspirational brand. We offer robust educational programs to build competency in Technology, Design, and Entrepreneurship.Tuesday, April 16, 13
  • 7. MARKETING & PR FOR STARTUPS 7 “Many companies try to dive into driving awareness for their product or service before they figure out who they are, what they stand for, and what they are driving for. At Eventbrite, we set out 6 years ago to democratize the ticketing industry through innovative products and top notch support. The great news is that through all the growth we’ve had – in customers and in company size – these are still our primary areas of focus.” -JULIA HARTZ, CO-FOUNDER OF EVENTBRITETuesday, April 16, 13
  • 8. MARKETING & PR FOR STARTUPS 8 BRANDING EXAMPLESTuesday, April 16, 13
  • 9. MARKETING & PR FOR STARTUPS 9 BRANDING EXAMPLESTuesday, April 16, 13
  • 10. MARKETING & PR FOR STARTUPS 10 MESSAGING  It’s is the one thing you want to tell people about your startup. -It needs to be compelling (NO BS!)Text different from and your competition. SourceTuesday, April 16, 13
  • 11. MARKETING & PR FOR STARTUPS 11 MESSAGING  It’s is the one thing you want to tell people about your startup. -It needs to be compelling (NO BS!)Text different from and Text your competition. A fun online world where kids can adopt their very own monster, go on adventures, play games, solve puzzles, be creative, and communicate with their friends. SourceTuesday, April 16, 13
  • 12. MARKETING & PR FOR STARTUPS 12 Text Text SourceTuesday, April 16, 13
  • 13. MARKETING & PR FOR STARTUPS 13 MESSAGING FOR A TWO-SIDED MARKETTuesday, April 16, 13
  • 14. MARKETING & PR FOR STARTUPS 14 WHY MESSAGING? ‣ According to the NY Times, people are exposed to 5,000+ marketing messages each day. With new platforms and screens in front of our faces, our attention spans are only getting worse.Tuesday, April 16, 13
  • 15. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 15 STARTUP MARKETING If you are a marketer working at a startup, today you might be strategizing about a new campaign, and tomorrow you’ll have to go open Adobe Illustrator and change the copy on a flyer that you’ll send to be printed at Staples later. In the ‣L morning of the next day you might be trying get ahold of the editor of the lifestyle section of the Seattle Times and in the afternoon you are creating 7 ad variations for a Google Adwords campaign, and that same night you and the CEO will be having dinner with the VP of Marketing of a large consumer company and you’ll be discussing a two-year strategy roadmap and bringing product vision ideas back to the team the next morning. -Marcelo Calbucci, the co-founder & CTO of EveryMoveTuesday, April 16, 13
  • 16. MARKETING & PR FOR STARTUPS & PR FOR STARTUPS 16 “TRADITIONAL” MARKETING ‣LTuesday, April 16, 13
  • 17. MARKETING & PR FOR STARTUPS 17 INSIDE-OUT MARKETING EXAMPLES ‣Your actions speak louder than words.Tuesday, April 16, 13
  • 18. MARKETING & PR FOR STARTUPS 17 INSIDE-OUT MARKETING EXAMPLES ‣Your actions speak louder than words.Tuesday, April 16, 13
  • 19. MARKETING & PR FOR STARTUPS 18 PARTNER MARKETING >Tactics •Findnon-competitive partners with large complementary audiences •Establish what a mutual win will look like >Methods •”Swaps” - Dedicated Email Campaigns •Partner Events - Breakfasts, Happy hours, sweepstakesTuesday, April 16, 13
  • 20. MARKETING & PR FOR STARTUPS 19 PRODUCT AS MARKETING • Hotmail’s growth was almost entirely due to a “Get your free email at Hotmail” sentence at the bottom of every email. • Airbnb reverse-engineered Craigslist to let users post listings automatically despite no public Craigslist API. • Allowing users to embed videos was key to the success of YouTube and Vimeo. • Slideshare included a plain-text link in their embed code, driving traffic back to their site to get an SEO boost to boot. • Dropbox incentivized referrals by giving free extra storage space – a strategy they claim accounted for 60% of their growth. SourceTuesday, April 16, 13
  • 21. MARKETING & PR FOR STARTUPS 20 GROWTH HACKING SourceTuesday, April 16, 13
  • 22. MARKETING & PR FOR STARTUPS 21 CONTENT MARKETING • Content marketing is a cost effective, smart and scalable way to acquire customers • Content should include educational, analytical industry-related blog posts mixed with fun, viral content like infographics • Content marketing can be easily enhanced with organic search traffic and social media marketing • Remember to capture as many email addresses as possible! • Don’t have time? Try Contently, Elance and Interns! • Got a budget? Try NewsCredTuesday, April 16, 13
  • 23. MARKETING & PR FOR STARTUPS 22 SOCIAL MEDIA >Facebook >Twitter >Pinterest >Tumblr >LinkedIn >Foursquare >YouTube >Instagram...and more.Tuesday, April 16, 13
  • 24. MARKETING & PR FOR STARTUPS 23 BEST PRACTICES > Improve your inbound >Make more original content >Curate other people’s content - Like, Share and RT >ENGAGE!- Answer questions, tweets, comments, etc. >Be opinionated >Throw a Party (Get to know people IRL first) >Make your details public + up to date >Get off social media!Tuesday, April 16, 13
  • 25. MARKETING & PR FOR STARTUPS 24 PINTEREST - GUESS WHOSE PAGE THIS IS?Tuesday, April 16, 13
  • 26. MARKETING & PR FOR STARTUPS 25 INSTAGRAMTuesday, April 16, 13
  • 27. MARKETING & PR FOR STARTUPS 26 YOUTUBE -Viewed more than 7 million times -instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.Tuesday, April 16, 13
  • 28. MARKETING & PR FOR STARTUPS 26 YOUTUBE -Viewed more than 7 million times -instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.Tuesday, April 16, 13
  • 29. MARKETING & PR FOR STARTUPS 27 ANALYTICS + OTHER TOOLS >Google Analytics, Google AdWords >Wufoo, PunchTab >Shopify, Goodsie >Hootsuite, BufferTuesday, April 16, 13
  • 30. MARKETING & PR FOR STARTUPS 28 LAUNCHROCKTuesday, April 16, 13
  • 31. MARKETING & PR FOR STARTUPS 29 PUNCHTABTuesday, April 16, 13
  • 32. MARKETING & PR FOR STARTUPS 30 PRESS - ARE YOU READY? “Patience is important. Media coverage is easier and more effective once you have a killer product. If you’re trying to create buzz too early, you’re doing it wrong. In terms of a great tip that companies don’t do enough: Create content early. Build an audience by writing interesting content, even if it isn’t about your company or product. If you establish yourself as an expert on a specific industry, programming language or topic, then you’ll have an easier time hiring and building a reputation for your product once you’re ready to scale.” -MICHELLE ZATLYN, CO-FOUNDER OF CLOUDFLARETuesday, April 16, 13
  • 33. MARKETING & PR FOR STARTUPS 31 BEFORE PRESS ‣ Your product has been thoroughly alpha tested with not only friends, family but a wide group of users so you know it works ‣ mTurk.com, followerwonk.com, usertesting.com ‣ You’re familiar with the media landscape and can name at least three journalists ‣ Best ways to prep? ‣ Content is King ‣ Also, Hacker News ‣ MuckRackTuesday, April 16, 13
  • 34. MARKETING & PR FOR STARTUPS 32 GETTING PRESS ‣ Tell a Story ‣ Be technically prepared! ‣ Choosing Outlets ‣ Tech Press first? ‣ Think non-traditionalTuesday, April 16, 13
  • 35. MARKETING & PR FOR STARTUPS 33 WHAT’S THE STORY? -”We’ve launched” -Funding -Trend Stories -We’ve hit X # of users -New features -Acquiring -Big, new hire -Future plansTuesday, April 16, 13
  • 36. MARKETING & PR FOR STARTUPS 34 FINDING THE JOURNALIST 1. Do your homework 2. STALK 3. Get an introduction! 5. Cocktail party rules apply 5. Talk like a human 6. Give them a scoop!Tuesday, April 16, 13
  • 37. MARKETING & PR FOR STARTUPS 35 UK/EUROPE TECH MEDIA @TheNextWeb @WiredUK • @Jemimah_Knight • @Olivia_Solon • @RobinWauters • @MartinSFP @FinancialTimes • @Tim @TechCrunch • @MikeButcher @Telegraph • @IngridLunden • @Kate_Day @TechCityNews @AlexWoodCreates @GuardianTech • @CharlesArthur @WSJEurope • @BenJRooneyTuesday, April 16, 13
  • 38. MARKETING & PR FOR STARTUPS 36 WRITING THE PITCH 1. Be brief. 2. Craft an eye-catching subject line.  3. Don’t copy paste! Oh Hey Caroline at The Next Crunch.. 4. Give us a reasonable time frame. 5. Say why its DIFFERENT  6. Avoid jargon like DISRUPTIVE, CURATED, HYBRID, INNOVATIVE, GAME-CHANGING etc. 7. Give an offer if you can: Beta invites. App Codes. Exclusive details, etc. Tuesday, April 16, 13
  • 39. MARKETING & PR FOR STARTUPS 37 THE PITCH “Great products and companies do 1 of 3 things: Get you laid (Sex), get you paid (Money), get you made (Power). “How does your solution tap into the emotional, powerful, evolutionary needs that we as humans have?” -Dave McClure, 500 StartupsTuesday, April 16, 13
  • 40. MARKETING & PR FOR STARTUPS 38Tuesday, April 16, 13
  • 41. MARKETING & PR FOR STARTUPS 39 Courtney B of the deep blue sea, Would you could you should you if you please When you’ve got a moment so free Let known when you could lend your ear to me?Tuesday, April 16, 13
  • 42. MARKETING & PR FOR STARTUPS 40 Subject: Exclusive for TC: Launching XXX- make any blog look like a sexy iPad app Hey Mike, I’m George, the founder of XXX. Launching XXX next week, on Thursday at noon EST and TC gets free reign on an exclusive before then. XXX makes any blog look and behave like a native iPad app. We’re talking accelerometer aware column resizing, swipe to advance articles, touch navigation, home screen icon support, and more. We’ve built somecool tech to make this happen smoothly, and it works with your existing layout... PS- Would also be happy to do giveaways to TC readers. Thanks again and feel free to reach out if you have anymore questions (skype,phone,etc. listed below). Video Demo: http://vimeo.com/13487300 Live demo site (if you’re on an iPad): jasonlbaptiste.com Feature overviews: http://padpressed.com/features My contact info: George@xxx.com , Phone:xxx.xxx.xxxx, Twitter: @xxx, Skype: xxx -George #xxx.xxx.xxxxTuesday, April 16, 13
  • 43. MARKETING & PR FOR STARTUPS 41 GIVE WRITERS EVERYTHING THEY NEED Provide external links (not attachments) to: -Awesome Videos -Beautiful, High-Res Photos -Company Facts - Founded Date, Funding Details, # of employees, Founder’s Names, etc. Be Available!Tuesday, April 16, 13
  • 44. MARKETING & PR FOR STARTUPS 42 AFTER THE PITCH 1. Follow up! - Appropriate time on this? One week? 3-4 days? 2. Handling multiple outlets. Tell Multiple Stories. And Dont be misleading.  3. Dont break your own embargo. Tuesday, April 16, 13
  • 45. MARKETING & PR FOR STARTUPS 43 TIPS FOR YOU -Don’t be afraid to ask questions. Is this on or off the record? What’s the story angle? Do they require exclusivity? -Don’t say you “have no competitors” -- choose your competitors are or the media will choose for you. - Put yourself in the mindset of the journalist. How will this story get them on Techmeme or featured by their editors? Is it like stories the journalist has written before? -Be good to the journalist. Don’t just hit them up when you need them. They want your scoops, tips, etc. since you’re on the ground in the midst of it all.Tuesday, April 16, 13
  • 46. MARKETING & PR FOR STARTUPS 44 TAKE NOTESTuesday, April 16, 13
  • 47. MARKETING & PR FOR STARTUPS 45 SHOULD YOU HIRE A PR AGENCY? ‣ Internal vs Agency ‣ Doing it on your ownTuesday, April 16, 13
  • 48. MARKETING & PR FOR STARTUPS 46 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get InvolvedTuesday, April 16, 13
  • 49. MARKETING & PR FOR STARTUPS 47 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in betweenTuesday, April 16, 13
  • 50. MARKETING & PR FOR STARTUPS 48 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between > READ, FOR THE LOVE OF GOD READ.Tuesday, April 16, 13
  • 51. MARKETING & PR FOR STARTUPS 49 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between > READ, FOR THE LOVE OF GOD READ. > Tweet.Tuesday, April 16, 13
  • 52. MARKETING & PR FOR STARTUPS 50 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between > READ, FOR THE LOVE OF GOD READ. > Tweet. > Write.Tuesday, April 16, 13
  • 53. MARKETING & PR FOR STARTUPS 51 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in between > READ, FOR THE LOVE OF GOD READ. > Tweet. > Write. > Be happy. But know it’s OK and TOTALLY NORMAL to be sad, angry, frustrated, disappointed and insanely crazy too.Tuesday, April 16, 13