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Above the code story telling : branded content for bio medical
1. ABOVE THE CODE
Story Telling / Branded Content
Tel Aviv - 7 December, 2012
2. TODAY...
• Presentation online @ www.alanweinkrantz.com
• Sharing principles, methods, approaches... each company is different
• Practical tips, hints and actionable steps you can take
3. INTRO...
• Who’s in the room?
• Startups: Status / Funding / Distribution / Partnerships
• Companies: Technology / Product / Markets
5. WHY ARE YOU DOING THIS?
• What compelled you?
• Where did your passion come from about what you are doing?
• Areyou given the opportunity to share this with your customers,
partners, investors, distributors, partners?
• Why is what you are doing important?
• How are you contributing to the world in what you do?
6. I’M HERE....
• To help you....
• think about the importance and role of branded content and story
telling...
• share your startup or company’s story
• connect in a whole new way that a few years ago was left to the
marketing department or an external ad agency or PR firm
7. ABOUT
• 30 years - yup, I am an old school PR guy :) -
• San Antonio & Tel Aviv
• Involved with Israel’s traditional tech sector for the last 18 years
8. WHAT I BELIEVE
• There’s a perfect storm in bio / health / medical and the world of
startups or internal company startup opportunities
• It’s harder and harder to “get coverage” because of the volume of
noise
• Every company is a media company
19. “Six decades into the computer
revolution, four decades since the
invention of the microprocessor, and
two decades into the rise of the
modern Internet, all of the technology
required to transform industries
through software finally works and can
be widely delivered at global scale.”
Mark Andressen
24. But we never learn the art of
story telling, or how to write in
simple “English” to explain what
we are doing and what we feel
25. WE WRITE FOR...
• Marketing
• Business
• Technical
• Legal
• Medical
• Social
26. WRITE FOR STORY TELLING
• Why is what you are working on important?
• How are you improving lives?
• How are you helping people hack their own lives?
• What are you seeing in the way people are taking responsibility for
their own health
27. LOOK WHAT YOU DID!
• Solved a problem
• Figuredout a way to connect two or more things and do something
special with it
• Codified a process, expertise, method or a discovery
28. GUIDES TO WRITING
• Write like you speak...record yourself and transcribe what you say
• Pretend you are speaking to an audience.... write in front of a mirror
(seriously...)
• Think of how you felt when you were read stories as a child
29. WHY THIS MATTERS TODAY...
• Story telling, having a voice, and the on-going narrative is a reflection
of your startup / company’s heart and soul
• Itbecomes the body of work that helps you recruit talent, attract
investors, customers, build partnerships, and be discovered by the
media
30. ALIGNING BUSINESS GOALS
WITH COMMUNICATIONS
• Can be applied as an element of your R&D and development
strategies
• Help you accelerate the potential for success
• Prepare your company for being discovered - journalists use search
engines to find sources
• Be ready when you are found by the media
• Learn how to market to the media
31. THE MEDIA IS
YOUR FIRST
MARKET
to share and tell your story
32. The Media is Your Customer....
bloggers
you analysts enterprise... & the
institutions.. consumer
media
33. WHAT I BELIEVE
• 12 Fundamental Belief Sets
• Not everything I do always works
•I do this for me... I do this for clients.
• There’s always exceptions to the rules
• Discussion is based on a combination of experience and principles
34. WHAT I BELIEVE
• Story is a defensible business strategy
• Narrative is the supporting infrastructure for your brand
• Tone is the voice of your brand
38. #1 - STOP PITCHING
• Start story telling
• Yourpitch helps clarify / define
what you do, but really sucks as
a way to get coverage
39. #2 - YOU’RE REALLY A MEDIA
COMPANY THAT....
•Creates and makes media • Pinterest
so you’ll be discovered, • Instagram
found and shared
• Cinchcast
• YouTube
• SoundCloud
• Twitter
• Google Plus
• Facebook
• LinkedIn
• Blog
40. #3 UNDERSTAND THE
DIFFERENCES BETWEEN BEING...
• Discovered - random being discovered and being
found increases your chances
• Found - search of sharing
41. #4 IT’S NOT ABOUT YOU
• How do you help others do
something in a compelling way
you could not do before
42. #5 BE HUMAN
• Get off your perch and write
like you would speak
• Conversewith your potential
market wherever they are
43. #6 LIKE MINDED PEOPLE TEND
TO FIND EACH OTHER
• Givethem a place to connect
and share their story
• Consider aligning with other
startups like yours to create a
multinational startup
44. #7 HAVE A MISSION
• We’re out to make __________ better
• We want to help _____ do _______
• We want to help others the opportunity to ________
• We’re connecting _______ with ______ so they can ________
• We make it easier to ____________
• Have your voice be heard about _________
45. #8 THINK LIKE A SOCIAL
DEMOGRAPHER
• The potential to collect “Big Data” means you have something of
incredible value to a potential partner, investor, or brand
• Gives you a better chance of a lift when an exit may present itself
• Bigdata lends itself to infographics, which contributes to your thought
leadership and a great way to get media coverage
46. spark -
what if?
“some
funding.”..
technology platform
story... narrative to
real value
engagement
BIG DATA
Lift towards an exit... (c) Alan Weinkrantz
47. #9 PUT IT OUT THERE
• You never know who is going to find your content and engage
• You don’t have to have high quality production values to do this
• Hardware is cheap. Tools are free. Tons of creatives to help you
48. #10 DRAW, PAINT,
PHOTOGRAPH, ROCK OUT
• Do something or learn to do
something creative other than
working on your startup
• Itwill re-wire your brain in an
unexpected way
my drums circa 1968
49. #11 IT’S NOT ALWAYS
REPLICABLE
• Justbecause one strategy or
tactic worked for one company
does not mean it will work for
another
50. #12 GET LUCKY
• Go wide
• Get lucky
• Runwith it when you strike a
chord
51. THE MIND OF A SCIENTIST,
RESEARCHER, DEVELOPER
• Focus on...
• functionality
• application
• utilitarian value
52. HACK YOUR OWN
COMMUNICATIONS
• Thinkof yourself as a reporter &
story teller
• Much of this you can do yourself
• “Paper trails” on the Internet
exist if you search correctly
53. PLAN....
• Postand write relevant content • Read and comment on relevant
so you can be a source to media articles without being self
on your field of expertise promotional.
• Develop & publish infographics • Askend user / beta customers if
you can share you can refer to them to media
• Follow a wish list of 20 • Follow editorial calendars
journalists you think should
cover you • Createyour own editorial
calender
54. Role. Tone. Voice.
F1 CEO: Serious. Thought Leader.
F2 CTO: Technical. Knowledge. What’s Next.
F3 Biz Dev: Forward. Opportunity. Open.
F4 Lead Dev: Innovator. Code. Team.
“F” = founder
55. January February March
F1
F2
F3
F4
90 Day Editorial Calendar Planner
2x topics per month from each - 24 posts per quarter
56. NOW....
• Makea wish list of where you • track
competitors or
belong companies in your periphery
on news.google.com to see
• business / tech / bloggers who covers and writes about
them
• media appropriate to your
space • track competitors on Angel.co
• analysts
/ influencers
appropriate to your space
58. PLAN FOR PR
• Ifyou follow some of these basic • Get everyone on your team to
principles, you’ll be further make this part of their regimen
ahead. as it will make them aware of
the opportunities that await you
• This process takes at least six when you are ready.
months to one year to really get
on a journalist’s radar and be • Bring
up PR in your team
sticky - sometimes you can get meetings in a “what if...” scenario.
lucky
Be Ready For PR So You Can Succeed
59. RECOMMENDED
• The Pressures of Content Creation
http://www.scottmonty.com/2012/11/the-pressures-of-content-creation.html
• Brands Will Become Media
http://darmano.typepad.com/logic_emotion/2012/11/brand_media.html
• The Internet of Things
http://www.mckinseyquarterly.com/The_Internet_of_Things_2538
