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
Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...
30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...
Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...
With three established projects across the country and seven more in the pipeline,...
Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...
Die Welt ist Digital! Mittel und Wege für Erfolg mit den Neuen Medien. Wir bieten Ihnen und Ihrem Unternehmen individuelle digitale Lösungen - ob online ...
Startup est une agence de communication Web & Digital spécialisée dans la création de sites web, d'applications, dans le e-marketing ainsi que dans ...
Digital (Start) - Nordpol+ - Agentur für vernetzte Kommunikation. Die Fussball-App mit dem schnellsten Navigationsinstrument.
Startup Agence Web & Digital, Fougères. 90 J’aime · 1 en parlent · 1 était ici. Agence de publicité, Création Internet & Studio graphique en ...
How does digital phone service work? The technology behind our Digital Voice service is called 'VoIP' which stands for 'Voice over IP' and it uses your ...
Data transmission, digital transmission or digital communications is the physical ... Due to there being no start and stop bits the data transfer rate is ...
Digital communication became economical for widespread ... A Mathematical Theory of Communication. The digital revolution converted technology that ...
Mit welchem Personal der digitale Wandel klappt. Montag, 16. Mai 2016. Facebook; Twitter; ... Unternehmen müssen von Startups lernen; Seite 2: Wer stehen ...
Startup-Unternehmen (oder kurz: das Startup bzw. Start-up, von englisch to start up = gründen, in Gang setzen) ist ein wirtschaftsgeschichtlich recht ...