0
ABOVE THE CODE Story Telling / Branded Content       Ramallah, Palestine - 10 February, 2013
TODAY...• Presentation    online @ www.alanweinkrantz.com• Sharing   principles, methods, approaches... each company is di...
You have a strategic advantage...
A land of story tellers...
INTRO...• Who’s   in the room? Family.... legacies...• Startups:   Status / Funding / Distribution / Partnerships• Compani...
I’M HERE....• To   help you.... •    think about the importance and role of branded content and story     telling... • sha...
ABOUT• 30   years - yup, I am an old school PR guy.... and believe in the real power of PR• Based   in San Antonio, Texas•...
LAST TWO YEARS• Speaking         / Writing / Observing / Watching • Geekdom • TechStars   Cloud • MexicanVC    (500 Startu...
GOOD NEWS :)• Verylow cost / no cost to create a start-up• Big   Idea• Core    team• Strong   will• Servers      / hosting
BAD NEWS :(• Someone   in New York, Madrid, San Francisco, Singapore, Mumbai is thinking the same thing as you are :(• Har...
QUALITIES THEN...• Strong   Intellectual Property• Defensible    technology• Strategic   investors like Intel, Microsoft, ...
QUALITIES NOW• No   Intellectual property• Nothing     really defensible• Strategic          investors & partners - Friend...
THE WORLD AS WE KNEW IT• Hardware• Software                             Go to School• Telecom                       Go to ...
THE WORLD AS WE KNOW IT                    High School• Consumer Web        Start-Up                      Gap Year• Mobile...
THE MIND OF A CODER...• Focus   on... • functionality • application • utilitarian    value
50 years
Every startup is arock and roll band
The Four Coders
Coders & Story Tellers
Music is the original code
Great songs have....
Greatnarratives
Great voice
Great stories
Great tone
Music is in all of us
Everything is getting coded
“The Internet of things...”    needs stories...
We learn to “write”
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 what we are doing and what we...
What you say, how you speakand what you communicate are     the new lyrics of the         online world
The experience your deliver on the platforms we now interface  and engage with, are enabling billions of people on the pla...
WRITE FOR STORY TELLING• Why   is what you are working on important?• How   are you improving lives?• How   are you helpin...
LOOK WHAT YOU DID!• Solved    a problem• Figuredout a way to connect two or more things and do something special with it• ...
GUIDES TO WRITING• Write   like you speak...record yourself and transcribe what you say• Pretend you are speaking to an au...
WHY THIS MATTERS TODAY...• Story telling, having a voice, and the on-going narrative is a reflection  of your startup / com...
THE MEDIA IS YOUR FIRST  MARKETto share and tell your story
The Media is Your Customer....              bloggersyou            analysts            enterprise...    &      the        ...
WHAT I BELIEVE• Branded    content & story telling is what’s next•    It’s harder and harder to “get coverage” because of ...
WHAT I BELIEVE• Story   is a defensible business strategy• Narrative   is the supporting infrastructure for your brand• To...
WHAT I BELIEVE• 12   Fundamental Belief Sets • Not     everything I do always works •I    do this for me... I do this for ...
WHAT I SEE...• Great   ideas• Cool   technology• Understanding   the role of UI / UX• Little, orno thinking through the ro...
From >         Code
To >   Above        The       Code
Alan’s12 Fundamental Belief Sets
#1 - STOP PITCHING• Start   story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get c...
#2 - YOU’RE REALLY A MEDIA        COMPANY THAT....•Creates  and makes media   • Pinterestso you’ll be discovered,    • Ins...
#3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...• Discovered   - random    being discovered and being                        ...
#4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
#5 BE HUMAN• Get  off your perch and write like you would speak• Conversewith your potential market wherever they are
#6 LIKE MINDED PEOPLE TEND    TO FIND EACH OTHER• Givethem a place to connect and share their story• Consider  aligning wi...
#7 HAVE A MISSION• We’re   out to make __________ better• We   want to help _____ do _______• We   want to help others the...
#8 THINK LIKE A SOCIAL              DEMOGRAPHER• The potential to collect “Big Data” means you have something of incredibl...
spark -      what if?                      “some                    funding.”..                 technology platform       ...
#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 p...
#10 DRAW, PAINT,       PHOTOGRAPH, ROCK OUT• Do something or learn to do  something creative other than  working on your s...
#11 IT’S NOT ALWAYS               REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it w...
#12 GET LUCKY• Go    wide• Get   lucky• Runwith it when you strike a chord
HACK YOUR OWN               COMMUNICATIONS• Thinkof yourself as a reporter & story teller• Much    of this you can do your...
PLAN....• Postand write relevant content   • Read  and comment on relevant so you can be a source to media    articles wit...
Role. Tone. Voice.F1   CEO: Serious. Thought Leader.F2   CTO: Technical. Knowledge. What’s Next.F3   Biz Dev: Forward. Opp...
March          April          MayF1F2F3F4           90 Day Editorial Calendar Planner 2x topics per month from each - 24 p...
NOW....• Makea wish list of where you     • track                                         competitors or belong           ...
www.angel.co
PLAN FOR PR• Ifyou follow some of these basic   • Get  everyone on your team to  principles, you’ll be further       make ...
RECOMMENDED READING• Why    Branded Content is Beating Editorial http://www.digiday.com/brands/why-branded-content-is-beat...
Rise...
ABOVE THE CODE™     please share:)
alan@weinkrantz.comTwitter. Facebook. LinkedIn. SlideShare. Scribd. Instagram. YouTube.                          all photo...
Above the code   story telling : branded content  : sadara ventures - ramallah
Above the code   story telling : branded content  : sadara ventures - ramallah
Above the code   story telling : branded content  : sadara ventures - ramallah
Upcoming SlideShare
Loading in...5
×

Above the code story telling : branded content : sadara ventures - ramallah

626

Published on

Presentation on branded content at The Leaders in Ramllah, Palestine

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
626
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Above the code story telling : branded content : sadara ventures - ramallah"

  1. 1. ABOVE THE CODE Story Telling / Branded Content Ramallah, Palestine - 10 February, 2013
  2. 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. 3. You have a strategic advantage...
  4. 4. A land of story tellers...
  5. 5. INTRO...• Who’s in the room? Family.... legacies...• Startups: Status / Funding / Distribution / Partnerships• Companies: Technology / Product / Markets• Media coverage? Impact?
  6. 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. 7. ABOUT• 30 years - yup, I am an old school PR guy.... and believe in the real power of PR• Based in San Antonio, Texas• Advisor to PITA - in recent branding initiative
  8. 8. LAST TWO YEARS• Speaking / Writing / Observing / Watching • Geekdom • TechStars Cloud • MexicanVC (500 Startups) • Microsoft Azure • Dreamit Ventures
  9. 9. GOOD NEWS :)• Verylow cost / no cost to create a start-up• Big Idea• Core team• Strong will• Servers / hosting
  10. 10. BAD NEWS :(• Someone in New York, Madrid, San Francisco, Singapore, Mumbai is thinking the same thing as you are :(• Hard to have a defensible position• Hard to protect your IP• Getting traction is tough
  11. 11. QUALITIES THEN...• Strong Intellectual Property• Defensible technology• Strategic investors like Intel, Microsoft, Cisco, Motorola• Traditionally, VC funded
  12. 12. QUALITIES NOW• No Intellectual property• Nothing really defensible• Strategic investors & partners - Friends, Family, Angels, Google, Microsoft, 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
  13. 13. THE WORLD AS WE KNEW IT• Hardware• Software Go to School• Telecom Go to College / University• Security Summer Job Go to Work• Bio Sciences• Medical Devices
  14. 14. THE WORLD AS WE KNOW IT High School• Consumer Web Start-Up Gap Year• Mobile Start-Up College / University• SaaS Start-Up Work• Subscription Startup• eCommerce Quit Day Job Startup• Marketplace
  15. 15. THE MIND OF A CODER...• Focus on... • functionality • application • utilitarian value
  16. 16. 50 years
  17. 17. Every startup is arock and roll band
  18. 18. The Four Coders
  19. 19. Coders & Story Tellers
  20. 20. Music is the original code
  21. 21. Great songs have....
  22. 22. Greatnarratives
  23. 23. Great voice
  24. 24. Great stories
  25. 25. Great tone
  26. 26. Music is in all of us
  27. 27. Everything is getting coded
  28. 28. “The Internet of things...” needs stories...
  29. 29. We learn to “write”
  30. 30. WE WRITE FOR...• Marketing• Business• Technical• Legal• Medical• Social
  31. 31. ... but we never learn the art ofstory telling, or how to write insimple language to explain what we are doing and what we feel
  32. 32. What you say, how you speakand what you communicate are the new lyrics of the online world
  33. 33. The experience your deliver on the platforms we now interface and engage with, are enabling billions of people on the planetto create the new melodies of a socially connected world
  34. 34. 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
  35. 35. 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• Deliveringof new type of experience on the devices & platforms we are using today - and in the future
  36. 36. 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
  37. 37. 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
  38. 38. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
  39. 39. The Media is Your Customer.... bloggersyou analysts enterprise... & the institutions.. consumer media
  40. 40. WHAT I BELIEVE• Branded content & story telling is what’s next• It’s harder and harder to “get coverage” because of the volume of noise• Every company is a media company• Your startup is a rock band... you’re in the studio figuring out something new
  41. 41. WHAT I BELIEVE• Story is a defensible business strategy• Narrative is the supporting infrastructure for your brand• Tone is the voice of your brand
  42. 42. 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
  43. 43. WHAT I SEE...• Great ideas• Cool technology• Understanding the role of UI / UX• Little, orno thinking through the role of the written word, language, tone, voice and “speaking through” the devices we are using in our daily lives
  44. 44. From > Code
  45. 45. To > Above The Code
  46. 46. Alan’s12 Fundamental Belief Sets
  47. 47. #1 - STOP PITCHING• Start story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get coverage
  48. 48. #2 - YOU’RE REALLY A MEDIA COMPANY THAT....•Creates and makes media • Pinterestso you’ll be discovered, • Instagramfound and shared • SoundCloud • YouTube • Google Plus • Twitter • LinkedIn • Facebook • UStream • Blog
  49. 49. #3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...• Discovered - random being discovered and being found increases your chances• Found - search of sharing
  50. 50. #4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
  51. 51. #5 BE HUMAN• Get off your perch and write like you would speak• Conversewith your potential market wherever they are
  52. 52. #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
  53. 53. #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 _________
  54. 54. #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
  55. 55. spark - what if? “some funding.”.. technology platform story... narrative toreal value engagement BIG DATA Lift towards an exit... (c) Alan Weinkrantz
  56. 56. #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.• Put your brand in play
  57. 57. #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
  58. 58. #11 IT’S NOT ALWAYS REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it will work for another
  59. 59. #12 GET LUCKY• Go wide• Get lucky• Runwith it when you strike a chord
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. March April MayF1F2F3F4 90 Day Editorial Calendar Planner 2x topics per month from each - 24 posts per quarter
  64. 64. 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
  65. 65. www.angel.co
  66. 66. 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
  67. 67. RECOMMENDED READING• Why Branded Content is Beating Editorial http://www.digiday.com/brands/why-branded-content-is-beating-editorial/• 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
  68. 68. Rise...
  69. 69. ABOVE THE CODE™ please share:)
  70. 70. alan@weinkrantz.comTwitter. Facebook. LinkedIn. SlideShare. Scribd. Instagram. YouTube. all photos (except slides 16 & 17) by me © Alan Weinkrantz And Company 2012 Above The Code ™
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×