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PR & Marketing for Startups

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  • 1. MARKETING & PR FOR STARTUPS Courtney Boyd Myers Director of Audience Development, General AssemblyThursday, January 10, 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 ‣ @CBMThursday, January 10, 13
  • 3. AGENDA 3 ‣ Mission, Vision + Values ‣ Branding, Design + Messaging ‣ Traditional vs. Inside Out Marketing ‣ Social Media ‣ Analytics + Tools ‣ PR ‣ Relationships, Relationships, Relationships ‣Q &AThursday, January 10, 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? SourceThursday, January 10, 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.Thursday, January 10, 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.Thursday, January 10, 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 EVENTBRITEThursday, January 10, 13
  • 8. MARKETING & PR FOR STARTUPS 8 BRANDING EXAMPLESThursday, January 10, 13
  • 9. MARKETING & PR FOR STARTUPS 9 BRANDING EXAMPLESThursday, January 10, 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. SourceThursday, January 10, 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. SourceThursday, January 10, 13
  • 12. MARKETING & PR FOR STARTUPS 12 Text Text SourceThursday, January 10, 13
  • 13. MARKETING & PR FOR STARTUPS 13 MESSAGING FOR A TWO-SIDED MARKETThursday, January 10, 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.Thursday, January 10, 13
  • 15. MARKETING & PR FOR STARTUPS 15 “TRADITIONAL” MARKETING ‣LThursday, January 10, 13
  • 16. MARKETING & PR FOR STARTUPS 16 INSIDE-OUT MARKETING EXAMPLES ‣Your actions speak louder than words.Thursday, January 10, 13
  • 17. MARKETING & PR FOR STARTUPS 16 INSIDE-OUT MARKETING EXAMPLES ‣Your actions speak louder than words.Thursday, January 10, 13
  • 18. MARKETING & PR FOR STARTUPS 17 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, sweepstakesThursday, January 10, 13
  • 19. MARKETING & PR FOR STARTUPS 18 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. SourceThursday, January 10, 13
  • 20. MARKETING & PR FOR STARTUPS 19 GROWTH HACKING SourceThursday, January 10, 13
  • 21. MARKETING & PR FOR STARTUPS 20 SOCIAL MEDIA >Facebook >Twitter >Pinterest >Tumblr >LinkedIn >Foursquare >YouTube >Instagram...and more.Thursday, January 10, 13
  • 22. MARKETING & PR FOR STARTUPS 21 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!Thursday, January 10, 13
  • 23. MARKETING & PR FOR STARTUPS 22 PINTEREST - GUESS WHOSE PAGE THIS IS?Thursday, January 10, 13
  • 24. MARKETING & PR FOR STARTUPS 23 INSTAGRAMThursday, January 10, 13
  • 25. MARKETING & PR FOR STARTUPS 24 YOUTUBE -Viewed more than 7 million times -instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.Thursday, January 10, 13
  • 26. MARKETING & PR FOR STARTUPS 24 YOUTUBE -Viewed more than 7 million times -instantly went viral + jointly conveyed the brand personality and the benefits of the service deſtly.Thursday, January 10, 13
  • 27. MARKETING & PR FOR STARTUPS 25 ANALYTICS + OTHER TOOLS >Google Analytics >Google AdWords >LaunchRock >Wufoo >PunchTab >Shopify >Goodsie >Jux and more...Thursday, January 10, 13
  • 28. MARKETING & PR FOR STARTUPS 26 LAUNCHROCKThursday, January 10, 13
  • 29. MARKETING & PR FOR STARTUPS 27 PUNCHTABThursday, January 10, 13
  • 30. MARKETING & PR FOR STARTUPS 28 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 CLOUDFLAREThursday, January 10, 13
  • 31. MARKETING & PR FOR STARTUPS 29 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 ‣ MuckRackThursday, January 10, 13
  • 32. MARKETING & PR FOR STARTUPS 30 GETTING PRESS ‣ Tell a Story ‣ Be technically prepared! ‣ Choosing Outlets ‣ Tech Press first? ‣ Think non-traditionalThursday, January 10, 13
  • 33. MARKETING & PR FOR STARTUPS 31 WHAT’S THE STORY? -”We’ve launched” -Funding -Trend Stories -We’ve hit X # of users -New features -Acquiring -Big, new hire -Future plansThursday, January 10, 13
  • 34. MARKETING & PR FOR STARTUPS 32 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!Thursday, January 10, 13
  • 35. MARKETING & PR FOR STARTUPS 33 UK/EUROPE TECH MEDIA @TheNextWeb @WiredUK • @Jemimah_Knight • @Olivia_Solon • @RobinWauters • @MartinSFP @FinancialTimes • @Tim @TechCrunch • @MikeButcher @Telegraph • @IngridLunden • @Kate_Day @KernelMag • @Nero (Milo @GuardianTech Yiannapoulos) • @CharlesArthur @WSJEurope • @BenJRooneyThursday, January 10, 13
  • 36. MARKETING & PR FOR STARTUPS 34 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. Thursday, January 10, 13
  • 37. MARKETING & PR FOR STARTUPS 35 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 StartupsThursday, January 10, 13
  • 38. MARKETING & PR FOR STARTUPS 36Thursday, January 10, 13
  • 39. MARKETING & PR FOR STARTUPS 37 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?Thursday, January 10, 13
  • 40. MARKETING & PR FOR STARTUPS 38 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.xxxxThursday, January 10, 13
  • 41. MARKETING & PR FOR STARTUPS 39 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!Thursday, January 10, 13
  • 42. MARKETING & PR FOR STARTUPS 40 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. Thursday, January 10, 13
  • 43. MARKETING & PR FOR STARTUPS 41 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.Thursday, January 10, 13
  • 44. MARKETING & PR FOR STARTUPS 42 TAKE NOTESThursday, January 10, 13
  • 45. MARKETING & PR FOR STARTUPS 43 SHOULD YOU HIRE A PR AGENCY? ‣ Internal vs Agency ‣ Doing it on your ownThursday, January 10, 13
  • 46. MARKETING & PR FOR STARTUPS 44 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get InvolvedThursday, January 10, 13
  • 47. MARKETING & PR FOR STARTUPS 45 RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS >Get Involved >Make Friends with Founders, Investors, Journalists, Startup Wannabes, Coworking Space Heads, the Cleaning Ladies and everyone in betweenThursday, January 10, 13
  • 48. MARKETING & PR FOR STARTUPS 46 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.Thursday, January 10, 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 between > READ, FOR THE LOVE OF GOD READ. > Tweet.Thursday, January 10, 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. > Tweet. > Write.Thursday, January 10, 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. > Write. > Be happy. But know it’s OK and TOTALLY NORMAL to be sad, angry, frustrated, disappointed and insanely crazy too.Thursday, January 10, 13