Published on March 6, 2014
Communication How small businesses can communicate with a low budget @julian_gottke
Possibilities • Of course, possibilities are endless • You have to be able to identify opportunities • Not everything is helpful - Don´t waste time Ø We want to figure out which channel for which purpose Ø What really improves your reach and external perception
1. Status Quo • Analyse where your company / project is at the moment o Don’t rush, take time Ø Analyse the market and competition in depth (try to understand the business models) Ø Use known models like SWOT/TOWS, make sure you have strategies (especially for your opportunities)
1. Status Quo • After you know where you are, set aims and goals o Short & Medium Term and a long-term vision o Formulate detailed ideas and tactics how to achieve the set aims and goals o Aim towards objectives which are supported by strategies and tactics towards reaching them Ø Be as detailed as possible in tactics
1. Status Quo
Status Quo Venues
2. Choose venues wisely ü Optimise SEO ü Spread Content ü Build trust ü Create Brand Advocates ü Incent UGC ü Socialise Sales Choises X Amplify Reach ü ü ü ü ü ü Optimise SEO Spread Content Amplify Reach Build Trust Influence Influencers Create Brand Advocates
Status Quo Venues Time
3. Time Allocation • After you and your team decided which channels might be appropriate, allocate your time wisely • Take your written tactics and create an excel sheet to calculate the time needed, as exactly as possible
4. Plan Time Allocation • Plan time needed and improve your time allocation sheet and be as accurate as possible • Stay in the given time frame and use tools to be time-eﬃcient
Status Quo Venues Time Action
5. How to Act in These Channels • In each channel the audience is diﬀerent • Meeting the needs and wants of the users is the only way of building advocacy • Ensure beneficial content in each channel o Of course, this content diﬀers within channels • Listen to your audience, find out which tone is appropriate and talk to them as a friend o The importance of listening is underestimated by a huge amount of companies (small and big ones)
Facebook • 1.5 – 2 posts per day. This engages on average twice as many users as companies that post twice a week o be careful not to annoy your follower base • User-centric approach • Post content you would be interested in o Pictures and infographics have high engagement-rates o Start a survey if you have a more than 500 fans Ø Promote your best posts with a small budget (Meltwater, 2013)
Twitter • Use # and engage in appropriate discussions • Find out who are influencers with the tool Followerwonk o Get in touch with them through: fav., engagement and interaction • Make noise when sending out news! o Risk annoying at the beginning > nothing-to-lose approach • Short messages with 100 char. get more attention o Pictures will improve attention further
SlideShare • Underestimated network #1 to amplify reach • Use already existing content upload, tag & promote it o Presentations get a lot of clicks without a lot of eﬀort • Link to SlideShare profile from other networks in relevant posts and ensure constant benefit • Consistent brand appearance Ø Stay on your topic Ø Use appealing corporate design Ø Similar style of presentations
Pinterest • 2.5 billion monthly page views • People are more likely to buy in Pinterest than in every other social network o Orders double those from Facebook • Use stellar graphics to gain attention o Communicate your benefit with infographics
LinkedIn • Publish corporate news • Communicate B2B benefit if you have one o LinkedIn is even more interesting for projects with B2B focus > you will find your target group easily • Infographics are clicked more often • 32.8 % of experts think that LinkedIn is extremely useful for developing your network, developing your business or finding employees
LinkedIn (VisualLoop, 2013)
Tools • Trendsmap What is trending? Find relevant topics & engage in them.
Tools • Followerwonk Receive valuable reports on who your followers really are and topics they are interested in.
Tools • Tweetlevel, Klout Monitor your own account on a regular basis to improve your upcoming events, posts and campaigns.
Tools • OpenSiteExplorer / MOZ Use this SEO tool to find keywords and compare with your competition> get an advantage and do better
Status Quo Venues Time Action Story
66% of all touchpoints are generated by consumers and you cannot outpublish them – so engage and influence them Tell a story –make noise !
#storytelling • Every company tries to aim towards customers • Be interesting o Find a topic which is worth talking about o Tweet, Blog, Share it o Create beneficial content • Making noise is essential for start-ups Ø Can be easy and there are amazing tools out there
#storytelling & noise • Create a blog or a magazine to raise awareness o Don’t sell here • Be an opinion leader on your topic o Speak about your idea in front of an adequate audience • Use every possibility to let the world know that you are there o Twitter is a valuable tool therefore (@-mentions) o Press releases and updates
Tools for #storytelling • PowToon and Wideo.co are free tools for creating animated presentations and videos Ø Implement in blogposts, upload and tag properly
Tools for #storytelling • Give presentations and pitches which stay in mind with Prezi e.g. Ø Use cool visuals, good stats and present it agressively Ø Implement in blogposts etc. again to make content appealing
Tools for #storytelling • Setting up a WordPress Blog is pretty easy • If you struggle with it use tumblr or Medium, which is even faster o Here you have the possibility to follow similar blogs to show that you are there • Only post stuﬀ you would read as well o Keep it short and simple o Don’t bore • Give people a benefit to read and to share o Competition are boring but still working
Status Quo Venues Time Action Story PR
Start-Up PR 1. Research relevant Magazines, Blogs, Twitter-Users, Newspapers, Influencers o Try to find out the specific journalists, their contact details and create a detailed excel sheet 2. Start to engage with them on Twitter in advance (3 months ideally) 3. Use start-up scene to network and get known 4. Create a sustainable relationship with editors and journalists o Be nice and try to give something back
Start-Up PR 5. Create a good Press Release with real information o Important content in the top and additional information in the bottom 6. Plan the day you are sending out releases in detail o Use your excel sheet and formulate personal emails o Refer to earlier contact, if possible o Use every channel o Make noise with @-Mention journalists on Twitter 7. Follow Up: Contact (call/email) journalists/editors two days after sending the press release to them
Start-Up PR - Relationships Control Mutuality Exchange Relationship Satisfaction Trust Commitment Communal Relationship
Start-Up PR – 2 ways Distinguish between your start-up as a company and as a brand > 2 diﬀerent ways of speaking and delivering information • Brand PR o supports the sales/marketing o Task is to increase the image • Corporate PR o Strategic approach to position your start-up as a young and emerging company
Editorial Plan To ensure a constant flow of information and updates, create a plan with upcoming events • Brainstorm in teams what could be relevant for the future o Upcoming Press Releases o Upcoming Campaigns o Interesting Content • Discuss budget for promoting posts and create videos • Use your time allocation sheet and implement new actionskeep everything on schedule
Milestones Goal • Set realistic Milestones to ensure reaching the goal within the expected time • Control them: Did you achieve what you planned to achieve? o If not, try to find answers about issues
Best Practice – Starbucks Emotions Share Approach
Key Findings • • • • • • Get to know your competition Set up strategies and be detailed in the tactics Use tools to control your activities Make Noise Build a sustainable relationship with journalists Create an Editorial Plan to ensure a constant flow of news • Set Milestones • Emotions!
„Workshop“ Find a Vision, Objectives, Strategies and Tactics for an “organic coﬀee blog”
Thx. Twitter: julian_gottke
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