My presentation for the Techmeetup PR Masterclass in Berlin, March 19th. Main topics: Think about a persona and why you need to put on a producer's hat all the time; plus a 'MVSMP', the minimal viable social media plan.
Startup & want to get into the big league … think PR! Berlin
1“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.
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
Which hat are you wearing today?4 Founder, community manager, intern? Programmer, marketing, HR? Native language, bilingual, foreigner? for the purpose of today we will go with founder mindset / PR & marketing hat
5 Personas PR is more than just talking to the press.
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?
Customer Lifecycle works for PR too Unaware Interested Engaged Inactive Awareness Convert Service Grow Re-engage • Advertising • Education • Valued content • Viral content • Survey on • Messages from about the • Consumer • Viral dissatisfaction friends brand and its participation mechanics • Incentive to re- • Other benefits • Upcoming • Cross sell visit web site consumers • Promotion for event reminder • Up sell • Promotion to chatter first purchase • Promotions, • Top of mind buy product • Data collection competitions awareness - for specific and alerts driving targeting frequency
9 Repeat after me 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 when they work in this realm. You are not. You are part of the 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?
Crispy Wallet – Shiny! Oh. Flash. Try to share.
Buzzwords? Yes please Showing http://www.indiegogo.com/spuni Guess how Google Alerts work.
You are not revolutionary14 “We are the best greatest new startup in town and are awesome!!! Look at me! Look at me!” Guess how many journalists / bloggers will ‘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?
Goal: MVSMP Claim your territory on all major networks – even if you 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?]
What to look at19 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 to all needed materials Must haves are photos (printable and web sized), links to relevant networks, all informations I might like, screenshots, proof, etc Send into the void – if your only reader is Google, that is enough Include audio and video – think conferences
Fazit23 Get to know yourself and make an assessment of what you can and cannot do Go through your different personas, attach a time table 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
FB Groups Berlin Startup sphere runs mostly through Eventbrite, Meetup.com and Facebook Berlin Startups, ca 4.100 members http://fb.com/groups/159595270791268/ Berlin Startups Jobs, ca 2.400 members http://fb.com/groups/395011077224173/ (see group description for job boards)
Producer?26 I am ‘collecting’ Startups from Berlin on Twitter https://twitter.com/nicolesimon/berlin-startup Also people from around the tech scene who tweet in english : https://twitter.com/nicolesimon/berlin- internationals Are you one of those? Ping me. ;)
You can hire me for …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 social media training programm Please feel free to connect: Facebook Twitter Google Plus xing linkedin