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PR & Marketing for Startups
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PR & Marketing for Startups PR & Marketing for Startups Presentation Transcript

  • PR & MARKETING FOR STARTUPS Courtney Boyd Myers Director of Audience Development, General AssemblyFriday, December 7, 12
  • Friday, December 7, 12
  • INTRODUCTION 3 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 ‣ @CBMFriday, December 7, 12
  • AGENDA 4 ‣ Mission, Vision + Values ‣ Branding, Design + Messaging ‣ Traditional vs. Inside Out Marketing ‣ Social Media ‣ Analytics + Tools ‣ PR ‣ Relationships, Relationships, Relationships ‣Q &AFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 5 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? SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 6 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.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 7 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.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 8 GA’S VALUES -People Before Machine -Learning By Doing -Journey Over DestinationFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 9 “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 EVENTBRITEFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 10 BRANDING ‣ Understanding a Brand ‣ Creating Strong Brands ‣ What You Believe ‣ What You Say ‣ What You Do ‣ How You Appear ‣ What You Make SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 11 BRANDING EXAMPLESFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 12 BRANDING EXAMPLESFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 13 POP QUIZ ‣ What do Airbnb, Square and Foursquare all have in common?Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 14 POP QUIZ ‣ They were all started by designers.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 15 DESIGNFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 16 WHAT YOU MAKEFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 17 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. SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 18 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. SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 19 Text Text SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 20 MESSAGING FOR A TWO-SIDED MARKETFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 21 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.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 22 “It’s the hardest thing to build a company. I could give this advice time and time again, which is that a lot of people when they’re starting a company think they’re starting a product. And that’s really kind of what you’re doing: you’re building a product, you show traction, and you think OK I’m gonna build a product. But really, in the long run, you have to build a company, and that’s way harder than coding a few lines and building the design out, and I did all the design for our app, right. I had to stop doing that and say to myself - we need an office, we need to recruit people, we need to think about vision and where we stand in the ecosystem. That’s building a company, and it’s a very different mindset and a very different set of skills. And frankly, you have to enjoy it. Our biggest competitor is ourselves, because we’re building a company now. It’s not about product competition.” — Kevin Systrom, CEO of InstagramFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 23 “TRADITIONAL” MARKETING ‣LFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 24 “TRADITIONAL” MARKETING ‣ Backspaces ‣LFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 25 INSIDE-OUT MARKETING ‣Your actions speak louder than words. ‣ Company culture ‣ Social good ‣ Hiring processFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 26 INSIDE-OUT MARKETING EXAMPLES ‣ WarbyParkerFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 27 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. SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 28 GROWTH HACKING SourceFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 29 SOCIAL MEDIA >Facebook >Twitter >Pinterest >Tumblr >LinkedIn >Foursquare >YouTube >Instagram...and more.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 30 FACEBOOK BEST PRACTICES > Implementing Facebook Login on Your Site > Showing who else “Likes” your page with Facebook connections > Facebook’s Open Graph > Facebook Page: Engage Community + Play w/ Promoted Posts > Facebook AdvertisingFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 31 PINTERESTFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 32 INSTAGRAMFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 33 YOUTUBE http://www.youtube.com/watch?feature=player_embedded&v=ZUG9qYTJMsI -Viewed more than 7 million times -instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 34 ANALYTICS + OTHER TOOLS >Google Analytics >Google AdWords >LaunchRock >Wufoo >PunchTab >Shopify >Goodsie >Jux and more...Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 35 LAUNCHROCKFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 36 PUNCHTABFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 37 GETTING PRESS ‣ Hiring PR? - Internal vs Agency ‣ Story Time? ‣ Messaging ‣ It’s the one thing you want to tell people about your startup. ‣ Company Context ‣ Choosing Outlets ‣ Think non-traditional!Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 38 BEFORE THE PITCH - 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 CLOUDFLAREFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 39 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 StartupsFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 40 THE PITCH 1. Do your homework 2. Be a human (Cocktail party rules apply) 3. Talk like a human 4. Keep it short + to the point 5. A press release isn’t a pitch 6. Give them everything they need in one go? 7. TimingFriday, December 7, 12
  • PR & MARKETING FOR STARTUPS 41 WRITING THE PITCH 1. Subject line.  2. Give us a reasonable time frame 3. Say why its DIFFERENT  4. Avoid jargon like DISRUPTIVE, CURATED, HYBRID, INNOVATIVE, GAME- CHANGING etc. 5. Give an offer if you can: Beta invites. App Codes. Exclusive details, etc. Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 42Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 43 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?Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 44 AFTER THE PITCH 1. Follow up! - Appropriate time on this? One week? 3-4 days? 2. Handling multiple outlets. Tell Multiple Stories. And don’t be misleading.  3. Dont break your own embargo. Friday, December 7, 12
  • PR & MARKETING FOR STARTUPS 45 BAD PRESS? When I Get Bad PressFriday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 46 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get InvolvedFriday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 47 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in betweenFriday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 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.Friday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 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.Friday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 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.Friday, December 7, 12
  • INTRO TO THE LONDON STARTUP SCENE 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.Friday, December 7, 12