SlideShare a Scribd company logo
Telling your
                                Story
                             A Quick Guide For Busy Startups




Thursday, September 20, 12
The Three-Headed
                                     Monster

                    • Paid.
                             •   Advertising, marketing

                    • Earned.                                       Today’s talk
                             •   Public Relations, news coverage

                    • Owned.
                             •   Website, blog, Facebook, Twitter




Thursday, September 20, 12
A Few Words about PR
                        (for small companies)
              • Sometimes worth paying for
                    •        Special events, product rollouts

                    •        Monthly retainers harder to justify

                    •        Hourly for specific projects

              • DIY Tools:
                    •        Help A Reporter Out (HARO)

                    •        ProfNet (part of Vocus, maybe a joint
                             buy?)




Thursday, September 20, 12
“Using social media CORRECTLY is
                like putting your Rolodex on steroids.”
                                      - New York Times, Sept. 7, 2012




Thursday, September 20, 12
IT’s Where People Are
                             Service     Total Users   Active
                      B      Facebook       950M        800M
                      r
                      o       Twitter       500M        140M
                      a      LinkedIn       175M        48M
                      d
                             Google+        400M        100M
                     V                                            Smaller,
                             YouTube        490M        150M
                     i                                            but vital
                     s        Flickr        51M         25M     for startups
                     u       Instagram      80M         8M
                     a
                     l       Pinterest      104M        18M




Thursday, September 20, 12
A Lot More Words About
                       Social Media

                    • Create reach and relationships
                    • Build a base of public and industry
                      awareness
                    • Modest but regular time investment
                    • Low to no cost



Thursday, September 20, 12
Basic Mindset
                    • “Chinese Water Torture”approach
                             •   Schedule 15 minutes a day

                             •   Make it a routine while reading the day’s news.

                             •   A little every day quickly adds up to a LOT

                    • Your Phone is Your Friend
                    • Opportunistic
                             •   What do you do that ties to industry trends, breaking news?

                    • Have A Personality

Thursday, September 20, 12
Hootsuite

                              Browser
                             share tools
                                           ✴   HootSuite (Business Tool, freemium)
     Tools                                 ✴
                                           ✴
                                               TweetDeck (bought by Twitter)
                                               Seesmic Ping (Bought by HootSuite)
     Automate, Simplify, Optimize          ✴   Browser share tools



Thursday, September 20, 12
General Tips


                    • Follow promiscuously (as appropriate)
                             •   Industry leaders, competitors, journalists, regulators, investors

                    • Repost notable stuff from others
                    • Respond to your followers
                    • Think before you “Send”



Thursday, September 20, 12
Website/blog Additions
                    • WordPress
                             •   Heavy-duty publishing platform. Lots of power, widgets, options.

                    • If no blog, use Tumblr
                             •   Free. Huge installed base. Easy to use. Shares to Twitter, FB. Post
                                 links, text, audio, video, photos. Good for SEO.

                    • Show your Twitter posts with on-site widget
                             •   Twitter resources - widgets

                    • Social media share buttons
                             •   AddThis; Also add to your email sig file, news releases



Thursday, September 20, 12
• Set up personal profile, ALWAYS.
                    • Then you can create a company page
                    • Ensure all employees have profiles & follow
                      company
                    • Post (here’s why):
                             •   Events, news releases, product announcements

                             •   News coverage, industry-related stories

                             •   Join, post to LinkedIn industry, trade groups




Thursday, September 20, 12
Twitter

                    • Company & personal accounts, if you can
                    • Brief, painless. 3x/week; Easy on mobile
                    • Tweet about:
                             •   Events, appearances, deals

                             •   Company news, releases, photos, promo docs

                             •   Stories of note about your industry & company

                             •   Perspectives on industry news, trends; Have A Personality




Thursday, September 20, 12
• 950 million users. Need to be there.
                    • Create personal Profile (keep it to yourself)
                    • Then you can create company Page, post:
                             •   Company releases, news coverage of company

                             •   Events, photos, milestones

                             •   Marketing videos

                             •   Blog posts (if you have one elsewhere)

                             •   Industry news of note, and your perspectives on it

                             •   Surveys and questions


Thursday, September 20, 12
Facebook’s EdgeRank
                    • Algorithm decides what followers see
                    • Priorities are:
                             1.   Video and photos

                             2.   Questions, events, milestones

                             3.   Plain ol’ text and links

                    • Only a small portion of followers see any post
                    • Photos/video boost your chance of being seen
                    • FB advertising probably not worth it

Thursday, September 20, 12
Google+
                    • Part of Google, GREAT for SEO
                             •   Post same as FB: Links, text, photos, video, events, news

                    • Claim your personal profile through GMail
                    • Then you can create your company page
                    • Have your employees create accounts, put
                      company page in their circles
                    • Google offering custom URLS, verified
                      accounts. Get them when you get a chance.


Thursday, September 20, 12
Google+ Hangouts
                                      • BIG opportunity
                                       •   Free videoconferences with
                                           audiences

                                       •   Auto-recorded to YouTube.

                                       •   Great for marketing, how-to,
                                           customer support and
                                           engagement.




Thursday, September 20, 12
• Part of Google; helps SEO
                    • Biggest video-sharing site
                    • Not core, but if you’re doing video, you
                      MUST use this
                             •   Events

                             •   Marketing material

                             •   How-to and demos, podcasts

                             •   User submissions



Thursday, September 20, 12
• Sharing for slide shows/presentations
                    • Post marketing, promo material
                    • Connect with LinkedIn widget
                    • Also:
                             •   Learn better PPTs

                             •   Research your industry, competitors




Thursday, September 20, 12
• Biggest photo-sharing site, also handles
                      video
                    • Not core; freemium model
                    • Easy sharing through App Garden tools
                             •   Add-ons for Website, Twitter, Facebook, Google+, Tumblr, etc.

                    • Post photos/video of:
                             •   Events, products, appearances, cool things tied to your business



Thursday, September 20, 12
• Not core, but biggest MOBILE photo-sharing
                      site.
                    • VERY easy sharing to many other platforms
                    • Facebook bought it; getting integrated
                    • Posts from your phone:
                             •   Events, products, appearances

                             •   Users and novel product uses




Thursday, September 20, 12
• Not core. More C-to-C than B-to-B.
                    • Photo “boards” of things people love:
                             •   Products and product uses

                             •   Things/ideas/inspirational phrases that define your company, its
                                 approach to business and life

                    • Female-dominated
                    • Aspirational



Thursday, September 20, 12
Thanks


                       David Bloom
                       Words & Deeds
                             davidbloom@earthlink.net
                             310-621-4284
                             Twitter: @DavidBloom
                             Tumbler: BloomsDay




Thursday, September 20, 12

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Telling your story a quick guide for startups

  • 1. Telling your Story A Quick Guide For Busy Startups Thursday, September 20, 12
  • 2. The Three-Headed Monster • Paid. • Advertising, marketing • Earned. Today’s talk • Public Relations, news coverage • Owned. • Website, blog, Facebook, Twitter Thursday, September 20, 12
  • 3. A Few Words about PR (for small companies) • Sometimes worth paying for • Special events, product rollouts • Monthly retainers harder to justify • Hourly for specific projects • DIY Tools: • Help A Reporter Out (HARO) • ProfNet (part of Vocus, maybe a joint buy?) Thursday, September 20, 12
  • 4. “Using social media CORRECTLY is like putting your Rolodex on steroids.” - New York Times, Sept. 7, 2012 Thursday, September 20, 12
  • 5. IT’s Where People Are Service Total Users Active B Facebook 950M 800M r o Twitter 500M 140M a LinkedIn 175M 48M d Google+ 400M 100M V Smaller, YouTube 490M 150M i but vital s Flickr 51M 25M for startups u Instagram 80M 8M a l Pinterest 104M 18M Thursday, September 20, 12
  • 6. A Lot More Words About Social Media • Create reach and relationships • Build a base of public and industry awareness • Modest but regular time investment • Low to no cost Thursday, September 20, 12
  • 7. Basic Mindset • “Chinese Water Torture”approach • Schedule 15 minutes a day • Make it a routine while reading the day’s news. • A little every day quickly adds up to a LOT • Your Phone is Your Friend • Opportunistic • What do you do that ties to industry trends, breaking news? • Have A Personality Thursday, September 20, 12
  • 8. Hootsuite Browser share tools ✴ HootSuite (Business Tool, freemium) Tools ✴ ✴ TweetDeck (bought by Twitter) Seesmic Ping (Bought by HootSuite) Automate, Simplify, Optimize ✴ Browser share tools Thursday, September 20, 12
  • 9. General Tips • Follow promiscuously (as appropriate) • Industry leaders, competitors, journalists, regulators, investors • Repost notable stuff from others • Respond to your followers • Think before you “Send” Thursday, September 20, 12
  • 10. Website/blog Additions • WordPress • Heavy-duty publishing platform. Lots of power, widgets, options. • If no blog, use Tumblr • Free. Huge installed base. Easy to use. Shares to Twitter, FB. Post links, text, audio, video, photos. Good for SEO. • Show your Twitter posts with on-site widget • Twitter resources - widgets • Social media share buttons • AddThis; Also add to your email sig file, news releases Thursday, September 20, 12
  • 11. • Set up personal profile, ALWAYS. • Then you can create a company page • Ensure all employees have profiles & follow company • Post (here’s why): • Events, news releases, product announcements • News coverage, industry-related stories • Join, post to LinkedIn industry, trade groups Thursday, September 20, 12
  • 12. Twitter • Company & personal accounts, if you can • Brief, painless. 3x/week; Easy on mobile • Tweet about: • Events, appearances, deals • Company news, releases, photos, promo docs • Stories of note about your industry & company • Perspectives on industry news, trends; Have A Personality Thursday, September 20, 12
  • 13. • 950 million users. Need to be there. • Create personal Profile (keep it to yourself) • Then you can create company Page, post: • Company releases, news coverage of company • Events, photos, milestones • Marketing videos • Blog posts (if you have one elsewhere) • Industry news of note, and your perspectives on it • Surveys and questions Thursday, September 20, 12
  • 14. Facebook’s EdgeRank • Algorithm decides what followers see • Priorities are: 1. Video and photos 2. Questions, events, milestones 3. Plain ol’ text and links • Only a small portion of followers see any post • Photos/video boost your chance of being seen • FB advertising probably not worth it Thursday, September 20, 12
  • 15. Google+ • Part of Google, GREAT for SEO • Post same as FB: Links, text, photos, video, events, news • Claim your personal profile through GMail • Then you can create your company page • Have your employees create accounts, put company page in their circles • Google offering custom URLS, verified accounts. Get them when you get a chance. Thursday, September 20, 12
  • 16. Google+ Hangouts • BIG opportunity • Free videoconferences with audiences • Auto-recorded to YouTube. • Great for marketing, how-to, customer support and engagement. Thursday, September 20, 12
  • 17. • Part of Google; helps SEO • Biggest video-sharing site • Not core, but if you’re doing video, you MUST use this • Events • Marketing material • How-to and demos, podcasts • User submissions Thursday, September 20, 12
  • 18. • Sharing for slide shows/presentations • Post marketing, promo material • Connect with LinkedIn widget • Also: • Learn better PPTs • Research your industry, competitors Thursday, September 20, 12
  • 19. • Biggest photo-sharing site, also handles video • Not core; freemium model • Easy sharing through App Garden tools • Add-ons for Website, Twitter, Facebook, Google+, Tumblr, etc. • Post photos/video of: • Events, products, appearances, cool things tied to your business Thursday, September 20, 12
  • 20. • Not core, but biggest MOBILE photo-sharing site. • VERY easy sharing to many other platforms • Facebook bought it; getting integrated • Posts from your phone: • Events, products, appearances • Users and novel product uses Thursday, September 20, 12
  • 21. • Not core. More C-to-C than B-to-B. • Photo “boards” of things people love: • Products and product uses • Things/ideas/inspirational phrases that define your company, its approach to business and life • Female-dominated • Aspirational Thursday, September 20, 12
  • 22. Thanks David Bloom Words & Deeds davidbloom@earthlink.net 310-621-4284 Twitter: @DavidBloom Tumbler: BloomsDay Thursday, September 20, 12