Above The Code - IDC Elevator - Tel Aviv Israel


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Alan Weinkrantz's approach for Startups to Hack Their Communications and PR Strategies. Given at IDC Elevator / Tel Aviv

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Above The Code - IDC Elevator - Tel Aviv Israel

  1. 1. ABOVE THE CODE™ Tel Aviv July 11, 2012
  2. 2. Hacking Your Startup’s PR and Communications Initiatives To Get You Above The Code™
  3. 3. OUR STARTUP IS NOT READY FOR THIS...• What is a PR person doing in the room?• We gotta focus on getting to - and through Demo Day•I work a lot and want to have a life•Idon’t have time for this... thinking about PR could wind up being a distraction
  4. 4. ABOUT• 30 years - yup, I am an old school PR guy :) -• San Antonio & Tel Aviv• Works with Jeff Pulver on State of NOW -#140Conf• Involved with Israel’s traditional tech sector for the last 18 years
  5. 5. Life in three labs.... Tel Aviv San AntonioNYC / London / Tel Aviv, etc.
  6. 6. GETTING LUCKY...• Belief set about getting lucky with.... • PR • Social • Content
  7. 7. 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 gaining coverage before, during and after Demo Day• prepare your company for being discovered• be ready when you are found by the media
  8. 8. 2 PARTS TO PRESENTATION• Principles and belief sets for the long run• Practical and actionable steps to help you be ready for DEMO Day in September and beyond...
  9. 9. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
  10. 10. The Media is Your Customer.... bloggersyou analysts & the the consumer enterprise media
  11. 11. GOOD NEWS :)• Very low cost / no cost to create a start-up• Big Idea• Core team• Strong will• Servers / hosting• Coding
  12. 12. BAD NEWS :(• Someone in New York, Austin, Chicago, SFO, Singapore, Haifa, Mumbai is thinking the same thing as you are :(• Hard to have a defensible position• Hard to protect your IP
  13. 13. QUALITIES THEN...• Strong Intellectual Property• Defensible technology• Strategic investors like Intel, Microsoft, Cisco, Motorola• VC funded
  14. 14. QUALITIES NOW• No Intellectual property• Nothing really defensible• Strategic investors & partners - Friends, Family, Angels, Microsoft, Google, Yahoo, AT&T, 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
  15. 15. THE WORLD AS WE KNEW IT• Hardware• Software Go to School Army Service• Telecom Year Off for Travel• Security Go to College / University Summer Job• Bio Sciences Go to Work• Medical Devices
  16. 16. THE WORLD AS WE KNOW IT• Hardware High School Start-Up• Software Army Start-Up• Telecom College / University Start-Up• Security Travel Year Work• Bio Sciences Startup Quit Day Job• Medical Devices Startup
  17. 17. THE WORLD AS WE KNOW IT• The next generation of multi-national startups are being formed• Israel is a center of gravity in the world of startups• Startups are starting up with foreign co-founders who live in different parts of the world• The consumerization of technology is one that is global
  18. 18. Outbound / Inbound StrategyOutreach to media pick me Being found by the media find me
  19. 19. PR in the past..... bloggerscompany agency mediacompany analysts
  20. 20. The more that softwareeats the world, the role of story telling andconnecting the dots foryour global customer / partner base becomes increasingly important
  21. 21. 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
  22. 22. From > Code
  23. 23. To > Above The Code
  24. 24. Alan’s12 Fundamental Belief Sets
  25. 25. #1 - STOP PITCHING• Start story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get coverage
  26. 26. #2 - YOU’RE REALLY A MEDIA COMPANY THAT....•Creates and makes media • Pinterestso you’ll be discovered, • Instagramfound and shared • Cinchcast • YouTube • SoundCloud • Twitter • Google Plus • Facebook • LinkedIn • Blog
  27. 27. #3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...• Discovered - random being discovered and being found increases your chances• Found - search of sharing
  28. 28. #4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
  29. 29. #5 BE HUMAN• Get off your perch and write like you would speak• Conversewith your potential market wherever they are
  30. 30. #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
  31. 31. #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 _________
  32. 32. #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
  33. 33. spark - what if? “some funding.”.. technology platform story... narrative toreal value engagement BIG DATA Lift towards an exit... (c) Alan Weinkrantz
  34. 34. #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
  35. 35. #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
  36. 36. #11 IT’S NOT ALWAYS REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it will work for another
  37. 37. #12 GET LUCKY• Go wide• Get lucky• Runwith it when you strike a chord
  38. 38. THE MIND OF A DEVELOPER• Focus on... • functionality • application • utilitarian value
  39. 39. HACK YOUR OWN PR!• Youhave to “know” the journalist• Much of this you can do yourself• “Paper trails” on the Internet exist if you search correctly
  40. 40. 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
  41. 41. 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 who covers and writes about are your fans back home them • media appropriate to your space • analysts appropriate to your space
  42. 42. 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
  43. 43. HELP!• Mydoor is “open” via email and Skype• Happy to spend one hour with each company after July 15 to help you think this through.• Email me your wish list of media
  44. 44. Read. Re-Read. http://tech.li/2012/03/integrating-pr-into-your-product/http://gigaom.com/2012/03/03/how-startups-can-hack-the-pr-machine/ http://appsmarketing.mobi/app-marketing-sxsw-2012/ read again...:)
  45. 45. Free tools to get you into the groove.... http://www.alanweinkrantz.com/startup-pr- Who did I pitch today? strategies-who-did-i-pitch-today http://www.gartner.com/technology/about/Gartner Briefings request form vendor_briefings.jsp Editorial calendars http://www.alanweinkrantz.com/ technology-public-relations-2011- editorial-ca
  46. 46. Methodically. Reach. Out.http://www.alanweinkrantz.com/startup-pr-strategies- who-did-i-pitch-today
  47. 47. ABOVE THE CODE™ please share:)
  48. 48. thank you alan@weinkrantz.com www.alanweinkrantz.comTwitter. Facebook. LinkedIn. Instagram. all photos by me © Alan Weinkrantz And Company 2012 Above The Code ™