SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Ce diaporama a bien été signalé.
Vous avez débloqué des téléchargements illimités sur SlideShare!
TODAY...•Presentation online @ www.alanweinkrantz.com•Sharing principles, methods, approaches... each company is different•Practical tips, hints and actionable steps you can take with you
IN MY LIFETIME...•Three transformational periods that raised the global consciousness•Blues & Rock music - BB King,The Beatles, Rolling Stones,The Who,etc.•The infrastructure of what become the Internet (thank you, in part,Telefonica)•The rise of the social & connected web
We are living in oneof the greatestcultural andbusiness shifts ever
You have a compellingstart-up.How do you connectwith the rest of theworld?
INTRO...•Who’s in the room?•Startups: Status / Funding / Distribution / Partnerships•Companies: Technology / Product / Markets•Media coverage? Impact?
I’M HERE....•To help you....• think about the importance and role of branded content and storytelling...•share your startup or company’s story•connect in a whole new way that a few years ago was left to themarketing department or an external ad agency or PR ﬁrm•discover and build the editorial fabric of your startup and help yousucceed
ABOUT•30 years - yup, I am an old school PR guy.... and believe in the realpower of PR•Discovering the global startup economy•Involved with Israel’s traditional tech sector for the last 18 years
LASTTWOYEARS• Speaking / Writing ... Observing / Watching• Geekdom - San Antonio• TechLoft -Tel Aviv• TechStars Cloud - San Antonio• MexicanVC (500 Startups) - Mexico City• Microsoft Azure -Tel Aviv• The Leaders Palestine - Ramallah• Google -Tel Aviv
GOOD NEWS :)•Very low cost / no cost tocreate a start-up•Big Idea•Core team•Strong will•Servers / hosting
BAD NEWS :(•Someone in NewYork, Madrid, San Francisco, Singapore,Tel Aviv,Mumbai is thinking the same thing as you are :(•Hard to have a defensible position•Hard to protect your IP•Getting traction is tough
QUALITIESTHEN...•Strong Intellectual Property•Defensible technology•Strategic investors like Intel,AT&T, Cisco, Motorola,Telefonica•Traditionally,VC funded•30 engineers / CEO /VP Marketing /VP Biz Dev
QUALITIES NOW•No Intellectual property•Nothing really defensible•Strategic investors & partners - Friends, Family,Angels,TechStars, 500Startups, etc.•Up until recently....No funding, or angel, micro, friends & family funding•Easy to run a virtual company... no real address, presence from a co-working space and an IP phone number
THE WORLD AS WE KNEW IT•Hardware•Software•Telecom•Security•Bio Sciences•Medical DevicesGo to SchoolInternshipsGo to College / UniversitySummer JobGo to Work
THE WORLD AS WE KNOW IT•Consumer Web•Mobile•SaaS•Subscription•eCommerce•MarketplaceHigh SchoolStartupGapYearStartupCollege / University - or not...StartupAcceleratorStartupWorkStartupQuit Day JobStartup
WE WRITE FOR...•Marketing•Business•Technical•Legal•Medical•Social
... but we never learn the art ofstory telling, or how to write insimple language to explain whatwe are doing and what we feel
What you say, how you speakand what you communicate arethe new lyrics of theonline world
The experience your deliver onthe platforms we now interfaceand engage with, are enablingbillions of people on the planetto create the new melodies of asocially connected world
WRITE FOR STORYTELLING•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 fortheir own health
LOOK WHATYOU DID!•Solved a problem•Figured out a way to connect two or more things and do somethingspecial with it•Codiﬁed a process, expertise, method or a discovery•Delivering of new type of experience on the devices & platforms weare using today - and in the future
GUIDESTO 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
WHYTHIS MATTERSTODAY...•Story telling, having a voice, and the on-going narrative is a reﬂectionof your startup / company’s heart and soul•It becomes the body of work that helps you recruit talent, attractinvestors, customers, build partnerships, and be discovered by themedia
THE MEDIA ISYOUR FIRSTMARKETto share and tell your story
youbloggersanalystsmediatheconsumerThe Media isYour Customer....enterprise...institutions..&
WHAT I BELIEVE•Branded content & story telling is what’s next• It’s harder and harder to “get coverage” because of the volume ofnoise•Every company is a media company•Your startup is a rock band... you’re in the studio ﬁguring outsomething new
WHAT I BELIEVE•Story is a defensible business strategy•Narrative is the supporting infrastructure for your brand•Tone is the voice of your brand
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
WHAT I SEE...•Great ideas•Cool technology•Understanding the role of UI / UX•Little, or no thinking through the role of the written word, language,tone, voice and “speaking through” the devices we are using in ourdaily lives
#1 - STOP PITCHING•Start story telling•Your pitch helps clarify / deﬁnewhat you do, but really sucks asa way to get coverage
#2 -YOU’RE REALLY A MEDIACOMPANYTHAT....•Creates and makes mediaso you’ll be discovered,found and shared•YouTube•Twitter•Facebook•Blog•Pinterest•Instagram•SoundCloud•Google Plus•LinkedIn•UStream
#3 BUILD A BODY OF WORK...•Your expertise• Help the media do their job• So you can be quotedbeing discovered andcovered by media leads tonew opportunities...
#4 IT’S NOT ABOUTYOU•How do you help others dosomething in a compelling wayyou could not do before
#5 BE HUMAN•Get off your perch and writelike you would speak•Converse with your potentialmarket wherever they are
#6 LIKE MINDED PEOPLETENDTO FIND EACH OTHER•Give them a place to connectand share their story•Consider aligning with otherstartups like yours to create amultinational startup
#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 _________
#8THINK LIKE A SOCIALDEMOGRAPHER•The potential to collect “Big Data” means you have something ofincredible value to a potential partner, investor, or brand•Gives you a better chance of a lift when an exit may present itself•Big data lends itself to infographics, which contributes to your thoughtleadership and a great way to get media coverage
technology platformspark -what if?story...BIG DATAreal valuenarrative toengagementLift towards an exit... (c) Alan Weinkrantz“somefunding.”..
#9 PUT IT OUTTHERE•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.• Put your brand in play
#10 DRAW, PAINT,PHOTOGRAPH, ROCK OUT•Do something or learn to dosomething creative other thanworking on your startup•It will re-wire your brain in anunexpected waymy drums circa 1968
#11 IT’S NOT ALWAYSREPLICABLE•Just because one strategy ortactic worked for one companydoes not mean it will work foranother
#12 GET LUCKY•Go wide•Get lucky•Run with it when you strike achord
HACKYOUR OWNCOMMUNICATIONS•Think of yourself as a reporter &story teller•Much of this you can do yourself•Leave digital bread crumbs
PLAN....•Post and write relevant contentso you can be a source to mediaon your ﬁeld of expertise•Develop & publish infographicsyou can share•Follow a wish list of 20journalists you think shouldcover you•Read and comment on relevantarticles without being selfpromotional.•Ask end user / beta customers ifyou can refer to them to media•Follow editorial calendars•Create your own editorialcalender
May June JulyF1F2F3F490 Day Editorial Calendar Planner2x topics per month from each - 24 posts per quarter
NOW....•Make a wish list of where youbelong•business / tech / bloggers•media appropriate to yourspace•analysts / inﬂuencersappropriate to your space•track competitors orcompanies in your peripheryon news.google.com to seewho covers and writes aboutthem•track competitors on Angel.co
PLAN FOR PR•If you follow some of these basicprinciples, you’ll be furtherahead.•This process takes at least sixmonths to one year to really geton a journalist’s radar and besticky - sometimes you can getlucky•Get everyone on your team tomake this part of their regimenas it will make them aware ofthe opportunities that await youwhen you are ready.•Bring up PR in your teammeetings in a “what if...” scenario.Be Ready For PR SoYou Can Succeed
RECOMMENDED READING•Why Branded Content is Beating Editorialhttp://www.digiday.com/brands/why-branded-content-is-beating-editorial/•The Pressures of Content Creationhttp://www.scottmonty.com/2012/11/the-pressures-of-content-creation.html•Brands Will Become Mediahttp://darmano.typepad.com/logic_emotion/2012/11/brand_media.html•The Internet ofThingshttp://www.mckinseyquarterly.com/The_Internet_of_Things_2538
TOOLSYOU CAN USE...•Most are free•Develop a discovery mentality•Start connecting the dots•There are journalists looking for compelling ideas