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Start-up Chile Marketing & Advertising Tribe - Session 3
 

Start-up Chile Marketing & Advertising Tribe - Session 3

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Presentation about the essential parts of a Communication Strategy. After: Sparring on created or existing strategies from attending Start-ups.

Presentation about the essential parts of a Communication Strategy. After: Sparring on created or existing strategies from attending Start-ups.

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    Start-up Chile Marketing & Advertising Tribe - Session 3 Start-up Chile Marketing & Advertising Tribe - Session 3 Presentation Transcript

    • 3. CREATE ACOMMUNICATIONSTRATEGYAdvertising &Marketing TribeEVERY SECOND TUESDAY2.30PM, CMIROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIATuesdays, 2.30-3.30, CMI, Santiago AuditoriumTIME AND MEETING POINTLiane  &  Rob  David  Liane  &  Rob  Pedro  &  Liane  Rob  Tbd.  Speaker/ModeratorA case study with YoungEntrepreneurs StartUp of the Month: Glampinghub. What they did toget traffic and customers. After: Idea session & sparring with attending Start-ups.What you need to measure, how you can measure it and how to builda free brand & campaign monitoring tool online.Why Creativity is important, Examples for creative content, How to getcreative content done yourself or by others.Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.Social Media/Facebook content Strategy, possibilities and tips ongreat Social Media practice.OUR SCHEDULE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • WHY DO I NEED ACOMMUNICATIONSTRATEGY?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • YOU JUST LAUNCHEDOR ARE ABOUT TOROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • WHAT YOU WANT:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • HOW YOU THINKYOU GET THERE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • THE REALITY…ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • A THOUGHT THROUGHCOMMUNICATION STATEGY = DETAILED PLAN THAT HELPS YOUGET NOTICED & TEST TRACTIONROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • THERE IS NO ONEFITS ALL SOLUTION.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • BUT 6 ESSENTIALQUESTIONS THATWILL GUIDE YOU.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • 1.  WHERE DO WE COME FROM?2.  WHERE DO WE WANT TO GO?3.  WHO ARE WE TALKING TO?4.  WHAT DO WE HAVE TO TELL THEM?5.  HOW DO WE TELL THEM THAT?6.  WHERE DO WE TELL THEM THAT?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • 30 MINUTESEXPLANATION30 MINUTESDO IT YOURSELFROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • 1. WHERE DO WECOME FROM?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesMewe is a new Volunteer Travel Search. It enables you to easily find, book & rate your ideal volunteer trip.The brand just has soft-launched its site. The problem: Nobody really knows the brand and traffic is low.1. WHERE DO WE COME FROM?Status-Quo of your Start-up: Why does it exist, what problem does it solve, at which stage you are andthe biggest problem you are facing. (Start-ups: low brand awareness & consideration)Problem definition along the Purchase Funnel: -  The customer journey to online purchase, Google-  Traditional vs. modern Purchase Funnel, McKinsey
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • 2. WHERE DO WEWANT TO GO?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesMewe‘s main goal is to boost brand awareness and generate traffic to the website. In numbers: from 40to 150 sustainable quality website visits per day, positive feedback from users & category professionals,positive coverage in blogs & PR. Our budget: $5000, Campaign timing: Month of August.2. WHERE DO WE WANT TO GO?The “SMART” goal you are trying to achieve. SMART= specific, measurable, actionable, realistic, timely.The budget and preliminaries you have. (Start-ups: increase brand awareness & traffic, low to no budget)Goal examples & brand cases:-  How to measure Digital, Julian Cole, p.23 & 48-  Warc Effectiveness Awards (Free Trial)-  Benchmarks: Display Ads (Google), Website Traffic (Compete)
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES: CHECK OUT HIS COURSE “DIGITAL STRATEGY” ON SKILLSHARE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • 3. WHO ARE WETALKING TO?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesWe are talking to all purpose driven travellers between 18 and 35. While they work hard to climb up thecareer ladder in the industry, they seek an experience with a greater sense in their free time. The majorbarriers to book a volunteer trip: bad search sites, a lack of information availability & no trust indicators. 3. WHO ARE WE TALKING TO?Your target group. Demographics (age, gender, net income, country), sociographics (hobbies, mindset,etc.), insights (problems, dreams, truth, psychology), media behaviour (offline vs. online, …).-  Demographics: Statista, Keyword Tool, Market-Media Studies (publishing houses) -  Sociographics: Studies, Google Customer Survey, Typologies -  Insights: Facebook Comments, Twitter Advanced Search, Talk to people.-  Studies: Category Associations, Boston Consulting Group, Pew Research.-  More Examples: Mewe, Playground Sessions.
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEEXAMPLE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • 4. WHAT DO WEHAVE TO TELLTHEM?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesBefore: It’s a pain looking for a volunteer trip. I wish there was an easy way to compare. After: There is a newsite that makes finding a volunteer trip really easy. It is transparent and shows all relevant information.Proposition: With Mewe you easily find, book and rate your perfect volunteer trip.4. WHAT DO WE HAVE TO TELL THEM?The one sentence elevator pitch or the proposition. Helpful: what your target group thinks before thecampaign vs. what they think after. (Start-ups: What you do – it should be new & convincing)-  Testing with Google Adwords or Facebook Ads (same ads, different messages > clickrate?) -  Try it out on a party, whats most convincing?
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • 5. HOW DO WEHAVE TO TELLTHEM THAT?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesWhile Mewe’s competitors are very real, serious and visually all over the place, we want to be simple,witty, clever, warm-hearted and fun. On a meta level we want to bring across that volunteer travel is notonly “selfless”, but also a fun way to get to know a new culture.5. HOW DO WE HAVE TO TELL THEM THAT?Your brand personality. What is your character in comparison to your competitors (tonality, speech, visualsetting, design). -  Tribe Session: create a simple brand model. -  Skittles Brand Book.-  Good Presentation on Branding (The Brand Gap)
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE5. HOW DO WE HAVE TO TELL THEM THAT?
    • 6. WHERE DO WEHAVE TO TELLTHEM THAT?ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEDefinitionExampleSourcesSocial media continues to be a dominant influence on Mewe’s target group’s travel decision. GoogleSearch, Facebook and YouTube have the highest reach and thus the biggest potential to createawareness. Furthermore we use PR and creating unique content to get into magazines and blogs.6. WHERE DO WE HAVE TO TELL THEM THAT?Your target group’s customer journey, which media channels are most efficient, creative touchpoints.(Start-ups: Social Media, PR, Newsletter, SEO & maybe Google Ads/FB Ads, creative touchpoints).-  Media analysis: Google Consumer Barometer, Google Customer Journey-  On PR: Ryan Holiday, Trust me I’m Lying & Skillshare Getting Press on a tight budget, Help a reporter.-  Blogger Outreach program, Julian Cole.-  Tricks: e.g. Wifi cards, backlinking with badges, endorsement of content, following relevant people.
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEEXAMPLE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILESOURCES
    • NOW YOU HAVE A PLAN.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • before  MY COMMUNICATION STRATEGY1. WHERE DO WE COME FROM?2. WHERE DO WE WANT TO GO?3. WHO ARE WE TALKING TO?4. WHAT DO WE HAVE TO TELL THEM?5. HOW DO WE HAVE TO TELL THEM THAT?6. WHERE DO WE HAVE TO TELL THEM THAT?a3er  
    • THIS FORMS THEBASE FOR UNIQUE &EFFECTIVE CONTENT.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • DIY CONTENT ORBRIEF A CREATIVE TEAM.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • PROPOSITIONVS.CREATIVE IDEA.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE“WE GIVE YOU THE DAILY TWIST”
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEGET INSPIRED BY SUCCES CASES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEGET INSPIRED BY SUCCES CASES
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEGET INSPIRED BY SUCCES CASES
    • NOW IT’S YOUR TURN.30 MINUTES. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • before  MY COMMUNICATION STRATEGY1. WHERE DO WE COME FROM?2. WHERE DO WE WANT TO GO?3. WHO ARE WE TALKING TO?4. WHAT DO WE HAVE TO TELL THEM?5. HOW DO WE HAVE TO TELL THEM THAT?6. WHERE DO WE HAVE TO TELL THEM THAT?a3er  
    • LAST BUT NOT LEAST:COMMUNICATIONFRAMEWORK, TIME PLAN & BUDGET.ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE
    • ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILEEXAMPLE
    • A short presentation on the need for brand models and a hands onworkshop part creating your own one.1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIATuesdays, 2.30-3.30, CMI, Santiago AuditoriumTIME AND MEETING POINTLiane  &  Rob  David  Liane  &  Rob  Pedro  &  Liane  Tbd.  Tbd.  Speaker/ModeratorA case study with YoungEntrepreneurs StartUp of the Month: Glampinghub. What they did toget traffic and customers. After: Idea session & sparring with attending Start-ups.What you need to measure, how you can measure it and how to builda free brand & campaign monitoring tool online.Why Creativity is important, Examples for creative content, How to getcreative content done yourself or by others.Presentation about the essential parts of a Communication Strategy. After: Sparring on existing strategies from attending Start-ups.Social Media/Facebook content Strategy, possibilities and tips ongreat Social Media practice.OUR SCHEDULE:ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE