Nicole Simon gives a presentation on public relations strategies for startups. She emphasizes thinking like a producer rather than a consumer on social media. She recommends startups create personas, identify target audiences, develop a minimal viable social media plan claiming their online territory, and use tactics like engaging Facebook groups and curating content for journalists. The overall message is for startups to take a proactive approach to public relations through strategic social media use and relationship building.

1. 1
“STARTUP & WANT TO
GET INTO THE BIG
LEAGUE? THINK PR!”
BERLIN, 19.03.2013
#TMUPR
@NicoleSimon, nicole-simon.eu

2. We are simple today
Many years.
Thousands of people.
I know this stuff.
Trust me.

3. Goals for tonight
 Think strongly about your personas
 You have to put on a producer mindset –
everywhere and always
 Think about your MVSMP:
minimal viable social media plan
 Please understand your job and your craft
- stop being an amateur
 some tactic ideas

4. Which hat are you wearing today?
4
 Founder, community manager, intern?
 Programmer, marketing, HR?
 Native language, bilingual, foreigner?
  for the purpose of today we will go with
founder mindset / PR & marketing hat

5. 5 Personas
PR is more than just talking to the press.

6. Persona
6
 Name, Age, Job, Attributes, Favorites
 Lisa, 29, Loves Vogue, is an agency girl, Munich
 Pablo, 34, Madrid, unemployed, “tech blogger” in
spanish
 Jory, 39, founder blogher, fresh mother

7. Who are you actually talking to?
 VC, which round?
 Early-beta tester? Programmers for your API?
 Journalist ? Broadcaster? TV?
 Bloggers
 Multiplicator / Influencer
 Customers, paying, not paying, angry customer
 Industry news? Topic based?
 which network(s)? Forum? Youtube? G+? Twitter?
Facebook? PAPER?

8. Customer Lifecycle works for PR too
Unaware Interested Engaged Inactive
Awareness Convert Service Grow Re-engage
• Advertising • Education • Valued content • Viral content • Survey on
• Messages from about the • Consumer • Viral dissatisfaction
friends brand and its participation mechanics • Incentive to re-
• Other benefits • Upcoming • Cross sell visit web site
consumers • Promotion for event reminder • Up sell • Promotion to
chatter first purchase • Promotions, • Top of mind buy product
• Data collection competitions awareness -
for specific and alerts driving
targeting frequency

9. 9 Repeat after me
You are a producer.
You are a producer.
You are a producer.
Lights, smartphone, action!

10. You are a producer, not a consumer
 Problem: People think they are normal people when
they work in this realm. You are not. You are part of
the system.
 It is not important if you like it or not.
It‘s your job to ‚make it work‘.

11. Ex: Look at your own profiles
 Who are you? Are you ‚professional‘?
 Do I understand where you live and work?
 Can I reach you?

12. Crispy Wallet – Shiny! Oh. Flash.
 Try to share.

13. Buzzwords? Yes please
 Showing http://www.indiegogo.com/spuni
 Guess how Google Alerts work.

14. You are not revolutionary
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 “We are the best greatest new startup in town and
are awesome!!! Look at me! Look at me!”
 Guess how many journalists / bloggers
will ‘reblog’ that.
 You are there to think about what I like.
 That includes something simple like …

15. Your Chrunchprofile? Others?
 Who is reading this, who is using this?

16. 16 MVSMP

17. Goal: MVSMP
 Claim your territory on all major networks – even if
you don‘t think you need them
 Have a consistent naming (http://namechk.com/)
 connect everything for sharing – if useful!
 Have a home base and link everything back to that
 If you don‘t have the resources, play hibernation
 Set up expectation management

18. I like to share on xyz and mention you
 Are you on google plus?
 Are you on twitter?
 Can I find out where you are?
 Is there a page on your website where we can find
out about all of your activities?
 [Do you use them also for free valuable backlinks?]

19. What to look at
19
 Have a list of topics to follow
 Manage lists of relevant people
 Research where they are active!
 Actively search about mentions of you
 Keep lists of mentions
 Decide when to react where and when
 This includes mail: the attention span of a journalist
is usually 3 hours tops

20. “Newsroom”
 Gives target groups access to
all needed materials
 Must haves are photos (printable and web sized),
links to relevant networks, all informations I might
like, screenshots, proof, etc
 Send into the void – if your only reader is Google,
that is enough
 Include audio and video – think conferences

21. Ah press link … uh?
21

22. I said all “we need” not cute

23. Fazit
23
 Get to know yourself and make an assessment of
what you can and cannot do
 Go through your different personas, attach a time
table
 Make a plan for a MVSMP and an expansion plan
 Use others to brainstorm ideas of how to engage
 Be a producer and help others
 Build up public perception
 Send into the void

24. 24 Some tactics

25. FB Groups
 Berlin Startup sphere runs mostly through Eventbrite,
Meetup.com and Facebook
 Berlin Startups, ca 4.100 members
http://fb.com/groups/159595270791268/
 Berlin Startups Jobs, ca 2.400 members
http://fb.com/groups/395011077224173/
(see group description for job boards)

26. Producer?
26
 I am ‘collecting’ Startups from Berlin on Twitter
https://twitter.com/nicolesimon/berlin-startup
 Also people from around the tech scene who tweet
in english : https://twitter.com/nicolesimon/berlin-
internationals
 Are you one of those? Ping me. ;)

27. Always think about:
What you can do for me

28. Use the hype – ‘made in berlin’
28

29. Make it easy for me
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 Make it easy for me to make you happy
 Put yourself in my shoes

30. EX: Gary
It’s about being ready
 Interview a day by Gary
Vaynerchuk – what could you
ask Gary so it makes sense and
fits into the ‚rest‘?

31. http://www.helpareporter.com/
31

32. And to be curious …
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 Hm. How did they do that?
 Excercise at home: Search for Kino Berlin

33. Be self sustainable
 Give me all information as if I have alzheimer

34. Don‘t waste your shots.
34

35. And why would I do that?
35

36. Careful of your messaging

37. You can hire me for …
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 Implementing Social Media, practical and handson
 Consulting / feedback on tech and social media
 Inhouse training and coaching, also for interns
 Understanding the German / European market
 Let me know if you are interested in my social
media training programm
 Please feel free to connect:
Facebook Twitter Google Plus xing linkedin

38. HERZLICHEN DANK!
QUESTION, REMARKS,
DISCUSSION?
Nicole Simon, info@nicole-simon.eu