Start-up Chile Marketing & Advertising Tribe - Session 3

1. 3. CREATE A COMMUNICATION STRATEGY Advertising & Marketing Tribe EVERY SECOND TUESDAY 2.30PM, CMI ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

2. A short presentation on the need for brand models and a hands on workshop part creating your own one. 1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC 3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY 4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN 5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION 6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT Liane & Rob David Liane & Rob Pedro & Liane Rob Tbd. Speaker/Moderator A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traﬃc and customers. After: Idea session & sparring with attending Start-ups. What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online. Why Creativity is important, Examples for creative content, How to get creative 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 on great Social Media practice. OUR SCHEDULE: ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

3. WHY DO I NEED A COMMUNICATION STRATEGY? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

4. YOU JUST LAUNCHED OR ARE ABOUT TO ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

5. WHAT YOU WANT: ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

6. HOW YOU THINK YOU GET THERE: ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

7. THE REALITY… ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

8. A THOUGHT THROUGH COMMUNICATION STATEGY = DETAILED PLAN THAT HELPS YOU GET NOTICED & TEST TRACTION ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

9. THERE IS NO ONE FITS ALL SOLUTION. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

10. BUT 6 ESSENTIAL QUESTIONS THAT WILL GUIDE YOU. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

11. 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

12. 30 MINUTES EXPLANATION 30 MINUTES DO IT YOURSELF ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

13. 1. WHERE DO WE COME FROM? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

14. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Definition Example Sources Mewe 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 and the 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

15. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE SOURCES

17. 2. WHERE DO WE WANT TO GO? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

18. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Definition Example Sources Mewe‘s main goal is to boost brand awareness and generate traffic to the website. In numbers: from 40 to 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)

19. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE SOURCES: CHECK OUT HIS COURSE “DIGITAL STRATEGY” ON SKILLSHARE

22. 3. WHO ARE WE TALKING TO? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

23. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Deﬁnition Example Sources We are talking to all purpose driven travellers between 18 and 35. While they work hard to climb up the career ladder in the industry, they seek an experience with a greater sense in their free time. The major barriers 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.

24. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE EXAMPLE

28. 4. WHAT DO WE HAVE TO TELL THEM? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

29. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Definition Example Sources Before: It’s a pain looking for a volunteer trip. I wish there was an easy way to compare. After: There is a new site 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 the campaign 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?

31. 5. HOW DO WE HAVE TO TELL THEM THAT? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

32. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Deﬁnition Example Sources While 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 not only “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, visual setting, design). -  Tribe Session: create a simple brand model. -  Skittles Brand Book. -  Good Presentation on Branding (The Brand Gap)

33. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE 5. HOW DO WE HAVE TO TELL THEM THAT?

34. 6. WHERE DO WE HAVE TO TELL THEM THAT? ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

35. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE Definition Example Sources Social media continues to be a dominant influence on Mewe’s target group’s travel decision. Google Search, Facebook and YouTube have the highest reach and thus the biggest potential to create awareness. 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.

39. NOW YOU HAVE A PLAN. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

40. before MY COMMUNICATION STRATEGY 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 HAVE TO TELL THEM THAT? 6. WHERE DO WE HAVE TO TELL THEM THAT? a3er

41. THIS FORMS THE BASE FOR UNIQUE & EFFECTIVE CONTENT. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

42. DIY CONTENT OR BRIEF A CREATIVE TEAM. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

43. PROPOSITION VS. CREATIVE IDEA. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

44. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE “WE GIVE YOU THE DAILY TWIST”

45. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE GET INSPIRED BY SUCCES CASES

48. NOW IT’S YOUR TURN. 30 MINUTES. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

49. before MY COMMUNICATION STRATEGY 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 HAVE TO TELL THEM THAT? 6. WHERE DO WE HAVE TO TELL THEM THAT? a3er

50. LAST BUT NOT LEAST: COMMUNICATION FRAMEWORK, TIME PLAN & BUDGET. ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

52. A short presentation on the need for brand models and a hands on workshop part creating your own one. 1. SESSION – MAY 14 – CREATE A SIMPLE BRAND MODEL 2. SESSION – MAY 28 – HOW TO GET MORE TRAFFIC 3. SESSION – JUNE 11 – CREATE A COMMUNICATION STRATEGY 4. SESSION – JUNE 25 – HOW TO MONITOR YOUR CAMPAIGN 5. SESSION – JULY 9 – CREATIVITY & CONTENT CREATION 6. SESSION – JULY 23 – HOW TO BE GOOD IN SOCIAL MEDIA Tuesdays, 2.30-3.30, CMI, Santiago Auditorium TIME AND MEETING POINT Liane & Rob David Liane & Rob Pedro & Liane Tbd. Tbd. Speaker/Moderator A case study with YoungEntrepreneur's StartUp of the Month: Glampinghub. What they did to get traﬃc and customers. After: Idea session & sparring with attending Start-ups. What you need to measure, how you can measure it and how to build a free brand & campaign monitoring tool online. Why Creativity is important, Examples for creative content, How to get creative 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 on great Social Media practice. OUR SCHEDULE: ROB MARTIN MURPHY @HELLORMM & LIANE SIEBENHAAR @L7H / MEWE.CO AT START-UP CHILE

Start-up Chile Marketing & Advertising Tribe - Session 3

Start-up Chile Marketing & Advertising Tribe - Session 3

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Start-up Chile Marketing & Advertising Tribe - Session 3