Above the code story telling : branded content for bio medical


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Above the code story telling : branded content for bio medical

  1. 1. ABOVE THE CODE Story Telling / Branded Content Tel Aviv - 7 December, 2012
  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. INTRO...• Who’s in the room?• Startups: Status / Funding / Distribution / Partnerships• Companies: Technology / Product / Markets
  4. 4. INTRO• Who’s on.... • Facebook hello... • Twitter • Instagram • G+
  5. 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. 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 :) -• San Antonio & Tel Aviv• Involved with Israel’s traditional tech sector for the last 18 years
  8. 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
  9. 9. 50 years
  10. 10. The Four Coders
  11. 11. Coders & Story Tellers
  12. 12. Music is the original code
  13. 13. Great songs have....
  14. 14. Great narratives
  15. 15. Great voice
  16. 16. Great stories
  17. 17. Great tone
  18. 18. Software eats the world. google it...:)
  19. 19. “Six decades into the computerrevolution, four decades since theinvention of the microprocessor, andtwo decades into the rise of themodern Internet, all of the technologyrequired to transform industriesthrough software finally works and canbe widely delivered at global scale.” Mark Andressen
  20. 20. Everything is getting coded
  21. 21. “The Internet of things...” needs stories...
  22. 22. Music is in all of us
  23. 23. We learn to “write”
  24. 24. But we never learn the art ofstory telling, or how to write insimple “English” to explain whatwe are doing and what we feel
  25. 25. WE WRITE FOR...• Marketing• Business• Technical• Legal• Medical• Social
  26. 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. 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. 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. 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. 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. 31. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
  32. 32. The Media is Your Customer.... bloggersyou analysts enterprise... & the institutions.. consumer media
  33. 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. 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
  35. 35. From > Code
  36. 36. To > Above The Code
  37. 37. Alan’s12 Fundamental Belief Sets
  38. 38. #1 - STOP PITCHING• Start story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get coverage
  39. 39. #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
  40. 40. #3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...• Discovered - random being discovered and being found increases your chances• Found - search of sharing
  41. 41. #4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
  42. 42. #5 BE HUMAN• Get off your perch and write like you would speak• Conversewith your potential market wherever they are
  43. 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. 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. 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. 46. spark - what if? “some funding.”.. technology platform story... narrative toreal value engagement BIG DATA Lift towards an exit... (c) Alan Weinkrantz
  47. 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. 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. 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. 50. #12 GET LUCKY• Go wide• Get lucky• Runwith it when you strike a chord
  51. 51. THE MIND OF A SCIENTIST, RESEARCHER, DEVELOPER• Focus on... • functionality • application • utilitarian value
  52. 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. 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. 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. 55. January February MarchF1F2F3F4 90 Day Editorial Calendar Planner 2x topics per month from each - 24 posts per quarter
  56. 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
  57. 57. www.angel.co
  58. 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. 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
  60. 60. ABOVE THE CODE™ please share:)
  61. 61. thank you alan@weinkrantz.com www.alanweinkrantz.comTwitter. Facebook. LinkedIn. Instagram. all photos by me © Alan Weinkrantz And Company 2012 Above The Code ™