Here you will find my presentation about Startup Communication. The purpose of the presentation is to show opportunities companies with a low budget have to communicate efficiently.

1. Digital Starter
Communication
How small businesses can communicate
with a low budget
@julian_gottke

2. Possibilities

3. 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

4. Status
Quo

5. 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)

6. 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

7. 1. Status Quo

8. Status
Quo
Venues

9. 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

10. Status
Quo
Venues
Time

11. 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

12. 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

13. Hootsuite

14. Mention

15. Status
Quo
Venues
Time
Action

16. 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)

17. 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)

18. 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

19. 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

20. 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

21. 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

22. LinkedIn
(VisualLoop, 2013)

23. LinkedIn

24. Tools
• Trendsmap
What is trending? Find relevant topics & engage in them.

25. Tools
• Followerwonk
Receive valuable reports on who your followers really are and
topics they are interested in.

26. Tools
• Tweetlevel, Klout
Monitor your own account on a regular basis to improve your
upcoming events, posts and campaigns.

27. Tools
• OpenSiteExplorer / MOZ
Use this SEO tool to find keywords and compare with your
competition> get an advantage and do better

28. Status
Quo
Venues
Time
Action
Story

29. 66% of all touchpoints are
generated by consumers and you
cannot outpublish them – so
engage and influence them
Tell a story –make noise !

30. #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

31. #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

32. Tools for #storytelling
• PowToon and Wideo.co are free tools for creating animated presentations
and videos
Ø Implement in blogposts, upload and tag properly

33. 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

34. 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

35. Status
Quo
Venues
Time
Action
Story
PR

36. 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

37. 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

38. Start-Up PR - Relationships
Control
Mutuality
Exchange
Relationship
Satisfaction
Trust
Commitment
Communal
Relationship

39. 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

40. 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

41. 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

42. Best Practice – Starbucks
Emotions
Share Approach

43. 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!

44. „Workshop“
Find a Vision, Objectives,
Strategies and Tactics
for an “organic coffee blog”

45. Thx.
Twitter: julian_gottke