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Start-ups & Medien: Trends, Business-Modelle und Tricks

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Mein Vortrag beim Linzer Startup Mingle am 25. März zum Thema "Start-ups & Medien"

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Start-ups & Medien: Trends, Business-Modelle und Tricks

  1. 1. Start-ups & Medien Jakob Steinschaden, www.jakkse.com akostart Startup Mingle, Linz, 25. März 2015
  2. 2. Wo und was ich publiziere:
  3. 3. Die nächsten 30 Minuten: • Theorie (Start-ups, Trends, Business-Modelle) • Praxis (Tipps für die Medienarbeit) • Q&A (Feedback, Kritik, usw.)
  4. 4. Theorie
  5. 5. Medienbranche im digitalen Umbruch: • Werbemarkt: eBay, Craigslist, Shpock uvm. lassen Kleinanzeigenmarkt (Classifieds) schmelzen, Search und Social sind beliebte Werbeumfelder • Paid Content: Google u.a. 
 machen Inhalte kostenlos 
 zugänglich (Search,YouTube),
 weil Inhalte immer billiger
 produziert werden können (UGC) • Distribution: Social Media
 wird zum wichtigsten Kanal, 
 über den junge Menschen 
 News konsumieren
  6. 6. Medien-Start-ups: • Storyclash: Aggregation von News • Niuws: Kuration von News • Updatemi: Kooperation mit NZZ.at • Blendle: Spotify für Magazine • LaterPay: Paid Content
  7. 7. Medienunternehmen 
 als Investoren/Partner: • Runtastic (Axel Springer, 50,1 %) • Shpock (Schibsted, 38 %) • meinKauf (Vogel Business Media) • Wikifolio (Handelsblatt als Partner) • Anyline (Red Bull als Partner)
  8. 8. Business-Modelle B2C: • Werbung (indirektes Modell) • Subscriptions (direktes Modell)
  9. 9. Wo ist hier die Werbung? Beispiel: upworthy.com
  10. 10. Native Advertising: Beispiel: upworthy.com
  11. 11. Werbung: Native Advertising • Twitter, Facebook, Buzzfeed, NYT, uvm. setzen auf
 Native Advertising • Funktioniert vor allem im Mobile-Bereich sehr gut, wo klassische Werbeformen keinen/kaum Platz haben
  12. 12. Abonnenten: Freemium • Spotify • Evernote • Runtastic • Google Drive • Dropbox • uvm. • Gratis-Version => Reichweite (kann mit Werbung refinanziert werden) • Premium-Version => Abonnenten, die alle Features
 und Werbefreiheit wollen
  13. 13. Media 4 Equity: • Start-ups: 
 rublys (30 %) 
 Marktguru (40 %) • Unternehmen:
 7Ventures (Pro7)
 Media4Equity Invest 
 (Pro7, RTL, ATV, Sky,
 krone.at uvm.) • 1 Media-Euro ≄
 1 Investor-Euro
  14. 14. Praxis
  15. 15. Kontakt zu Journalisten: • Twitter (Retweets, @replys, Mentions, aber in einem vernünftigen Maß, nicht „schleimen“) • Auf Events ansprechen und einfach mal fragen, welche Themen er/sie gerade spannend findet • Um Feedback fragen bei einem Café und einladen, Betatester zu werden • Nicht spammen! und sich nur melden, wenn man etwas braucht • Sich als Experte anbieten, z.B. neues OS/Facebook/Google/Apple, wir können dir sagen, welche Funktionen gut, schlecht, etc. sind • Exklusiv-Story anbieten: Das will jeder Journalist, muss aber relevant sein (z.B. Launch, Investment, Milestone, neuer Chef, Exit, Interview)
  16. 16. Presseausendungen: • alle Fakten (maximal 1 A4-Seite) • alle relevanten Links (App Store, Webseite, Link zu Studien, etc.) • griffige Zitate der Gründer (kein „Wir freuen uns,…“, sondern „Wir haben eine neue Lösung für X, weil X nicht funktioniert“) • Austro-Bonus betonen (= Relevanz für ö. Medien) • Vergleiche ziehen (das „Tinder für Immobilien“) • alle relevanten Zahlen (Investments, Downloads, Mitarbeiter, Ziele, etc.) • PAs anderer Start-ups anschauen!
  17. 17. Vorsicht bei geplanten Patenten: • Was einmal publiziert wurde, kann nicht mehr patentiert werden! • => Wer seine Idee noch nicht patentiert hat, der spricht am besten auch nicht darüber, weder in Interviews noch in eigenen Blogbeiträgen etc.
  18. 18. Fotomaterial: • Querformat • hochauflösend (Print) • keine Logos, etc. • Team herzeigen • keine faden 
 Screenshots!
  19. 19. Content Marketing: • = Marketing-Technik, die mit informierenden, beratenden und unterhaltenden Inhalten die Zielgruppe ansprechen soll, um sie vom eigenen Unternehmen, seinen Produkten oder einer eigenen Marke zu überzeugen • z.B. Blogeinträge, Videos, Infografiken, SEM, Newsletter, Social-Media-Beiträge (FB, TW) • wichtig: Wer ist die Zielgruppe? (B2B-Start-ups haben andere Kanäle, z.B. Linkedin, Xing)
  20. 20. Content Marketing am Beispiel Runtastic:
  21. 21. Relevante Medien in Ö: • trend (= Format) • Die Presse am Sonntag • futurezone.at (= Kurier) • fillmore.at • inventures.eu • internetszene.at • AustrianStartups.com • Wirtschaftsblatt • www.derbrutkasten.at (= Die Presse, Wirtschaftsblatt)
  22. 22. Relevante Medien in D: • gründerszene.de • deutsche-startups.de • netzwertig.com • t3n.de • wired.de • mobilegeeks.de • netzpiloten.de • uvm.
  23. 23. Danke für die Aufmerksamkeit!
  24. 24. Kontakt: jakob.steinschaden@gmx.at @jakkse Folien ab Ende der Woche unter
 www.jakkse.com

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