STRATEGIC PUBLICRELATIONS & SOCIALCOMMUNICATIONS    Pitango Venture Capital   Herzliya, Israel - 4 April, 2011
PURPOSE• Help    you take inventory of what you are doing in PR / Social Communications• Possibly        realign your comm...
PITANGO COMPANIES SERVED                                      strategic• AudioCodes     - IPO            communications   ...
ABOUT...• PR   guy for 25 years                                  working with Israeli high• “Social   Media” for 7 years  ...
ABOUT                          focus has been on...• Fabless   semiconductors• Telecom                                    ...
REACH• Reach has traditionally been focused at the media and industry analysts• Content    produced by the Marcom team• Sh...
SOCIAL WEB• Many    content producers• Connecting   with disparate ecosystems• Often   time, integrating a personal brand
TYPICAL PR MINDSET• We’re an OEM.... there’s only 35 companies in the world we are going after and we know them all... why...
SOCIAL MEDIA MINDSET• Social   Media is too time consuming, impossible to measure• We     don’t have the bandwidth• This  ...
PR• Still   matters in the traditional sense but is changing   • helps    you develop your voice   • keep    a consistent ...
MEDIA / ANALYSTS• News• Application   stories• Trends    stories• Contributed    articles• Being   a resource when experti...
I STILL PITCH...• Hard    news• Story   ideas• Getting  media coverage still matters and helps build external credibility
HOW TO PITCH• Send    short, emails with focused story idea• Offer   news in advance of the announcement going on the• Fol...
THE SHIFT...• How   do you blend PR and Social Communications....
YOU ARE NOW A MEDIA           COMPANY• Content    creator• Story   teller• Community        builder• Aimed at being found,...
A BODY OF WORK• Makes   it easier to sell your story• Enables   your content to be re-purposed• Increasesyour chances of b...
static    Web site                          Press Releases                Media               Outreach                    ...
active
Go Wide. Go Deep. Integrate. Team               Company               TechnologyMembers                      Blog         ...
BELIEF SETS• Think of your business as media company that makes, sells, builds.....• Populate   content widely and open / ...
BELIEF SETS - CONT’D• Findsomeone not in marketing / pr who is personally active on social networks and have them pitch in...
Examples:
PR VS. SOCIAL              COMMUNICATIONS• PR   reaches the media - you: to media: to many• Social       Communications re...
GOOD EXAMPLES• www.socialmedia.cisco.com• www.intel.com/sites/sitewide/en_us/social-media.htm• www.scobleizer.com   / www....
FINALLY• Social   Communications....  • promotes     humanization of brands  • allows   for random, being discovered and f...
READING• Curation   Nation by Steve Rosenbaum• Content    Rules by Ann Handley & CC Chapman• Trust Agents   by Chris Broga...
AND...• Be aware of cultural differences and acceptance of taking part in this approach
CONTACT• Alan Weinkrantz• alan@weinkrantz.com• @alanweinkrantz• facebook.com/alanweinkrantz• linkedin.com/in/alanweinkrantz
PRESENTATION• Online   today at: www.alanweinkrantz.com• copy    and share with others• these   are my belief sets• yourmi...
thank you!(c) 2011 - please share
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies
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Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies

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High Tech PR and Social Media Advisor, Alan Weinkrantz presentation to Pitango Venture Capital Portfolio companies in Israel

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  • Strategic Public Relations and Social Communications for Pitango Venture Capital Portfolio Companies

    1. 1. STRATEGIC PUBLICRELATIONS & SOCIALCOMMUNICATIONS Pitango Venture Capital Herzliya, Israel - 4 April, 2011
    2. 2. PURPOSE• Help you take inventory of what you are doing in PR / Social Communications• Possibly realign your communications priorities depending on where you are in the life cycle of your company• Provideperspective from someone who works with Israeli companies and understands the communications & budgetary challenges you might face
    3. 3. PITANGO COMPANIES SERVED strategic• AudioCodes - IPO communications can help impact• Envara - Acquired by Intel perceived value for exit strategies• Xacct - Acquired by Amdocs
    4. 4. ABOUT...• PR guy for 25 years working with Israeli high• “Social Media” for 7 years tech companies for 17 years• Blogger• Content Producer
    5. 5. ABOUT focus has been on...• Fabless semiconductors• Telecom - Message• Networking - Story -Reach• Security• Enterprise Software
    6. 6. REACH• Reach has traditionally been focused at the media and industry analysts• Content produced by the Marcom team• Shift to bloggers• Then... shift to the social web (not social media)
    7. 7. SOCIAL WEB• Many content producers• Connecting with disparate ecosystems• Often time, integrating a personal brand
    8. 8. TYPICAL PR MINDSET• We’re an OEM.... there’s only 35 companies in the world we are going after and we know them all... why do we need PR?• Our strategic partners / distributors around the world will take care of this for us.• We don’t have a budget for PR - we invest in R&D / Engineering• How do you measure this?• We have someone internal who can do this for us
    9. 9. SOCIAL MEDIA MINDSET• Social Media is too time consuming, impossible to measure• We don’t have the bandwidth• This is something my kids do on Facebook• We’re a medical device company and have to be serious about this.• Being on twitter is not a fit for what we do
    10. 10. PR• Still matters in the traditional sense but is changing • helps you develop your voice • keep a consistent message • gaincredibility through external validation of media and analyst coverage
    11. 11. MEDIA / ANALYSTS• News• Application stories• Trends stories• Contributed articles• Being a resource when expertise is needed• Analyst briefings
    12. 12. I STILL PITCH...• Hard news• Story ideas• Getting media coverage still matters and helps build external credibility
    13. 13. HOW TO PITCH• Send short, emails with focused story idea• Offer news in advance of the announcement going on the• Follow editorial calendars relevant to the space you are in• Subscribe to HARO - free service - www.helpareporter.com
    14. 14. THE SHIFT...• How do you blend PR and Social Communications....
    15. 15. YOU ARE NOW A MEDIA COMPANY• Content creator• Story teller• Community builder• Aimed at being found, discovered and shared by media, analysts and for business development everyone in your company should think and act like a journalist
    16. 16. A BODY OF WORK• Makes it easier to sell your story• Enables your content to be re-purposed• Increasesyour chances of being found when journalists / analysts are doing research about your space
    17. 17. static Web site Press Releases Media Outreach Trade Show BoothBrochures Analyst Briefings
    18. 18. active
    19. 19. Go Wide. Go Deep. Integrate. Team Company TechnologyMembers Blog News TwitterLinkedIn Delicious Article submissionsFacebook Slideshare Commenting Docstoc YouTube etc....
    20. 20. BELIEF SETS• Think of your business as media company that makes, sells, builds.....• Populate content widely and open / social platforms• Stop worrying about SEO. Use common sense and write / produce great content• Define your own metrics. What it’s important to measure for your company is different from another
    21. 21. BELIEF SETS - CONT’D• Findsomeone not in marketing / pr who is personally active on social networks and have them pitch in on this initiative• Initiate programs that enable product managers / key team members to build their own personal brands• Develop marketing programs that are based on your team leaders’ personal likes and passions• Consider blended services where you team your U.S. agency with Israel-based service providers as way to save on fees
    22. 22. Examples:
    23. 23. PR VS. SOCIAL COMMUNICATIONS• PR reaches the media - you: to media: to many• Social Communications reaches your network that is relayed through other people’s networks - you: to others’ relayed networks• One is not a substitute for the other• PR brings the strategy and discipline.• Social Communication brings humanity and genuine voice
    24. 24. GOOD EXAMPLES• www.socialmedia.cisco.com• www.intel.com/sites/sitewide/en_us/social-media.htm• www.scobleizer.com / www.rackspace.com
    25. 25. FINALLY• Social Communications.... • promotes humanization of brands • allows for random, being discovered and found • depending on how you apply it, can be used in R&D, market research, customer support,
    26. 26. READING• Curation Nation by Steve Rosenbaum• Content Rules by Ann Handley & CC Chapman• Trust Agents by Chris Brogan & Julien Smith• Clue Train Manifesto - 10th Year Anniversary Edition by Chris Locke, Doc Searls, David Weinberger, Rick Levine
    27. 27. AND...• Be aware of cultural differences and acceptance of taking part in this approach
    28. 28. CONTACT• Alan Weinkrantz• alan@weinkrantz.com• @alanweinkrantz• facebook.com/alanweinkrantz• linkedin.com/in/alanweinkrantz
    29. 29. PRESENTATION• Online today at: www.alanweinkrantz.com• copy and share with others• these are my belief sets• yourmileage will vary depending how of much you do and how long you can sustain.
    30. 30. thank you!(c) 2011 - please share

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