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ABOVE THE CODE™  TechStars Cloud @Geekdom         March 5, 2012          San Antonio
Hacking Your Startup’s PR and Communications Initiatives         To Get You    Above The Code™
ABOUT• 30   years - yup, I am an old school PR guy :) -• Based   in San Antonio, TX / Desk in Tel Aviv @ TechLoft• Works w...
Life in three labs....                                       Tel AvivNYC / London / Tel Aviv,         etc.                ...
NOTES...• This   presentation is online....  • alanweinkrantz.com  • slideshare.net/alanweinkrantz
GOALS FOR TODAY• How    going Above the Code.... • can be applied as an element of your R&D and development  strategies • ...
2 PARTS TO PRESENTATION• Principles   and belief sets for the long run• Practical   and actionable steps to help you be re...
THE MEDIA IS YOUR FIRST  MARKETto share and tell your story
The Media is Your Customer....              bloggersyou            analysts                 the     &                     ...
I’M NOT READY FOR THIS...• WTF     is a PR person doing in the room?• We    gotta focus on getting to - and through Demo D...
GOOD NEWS :)• Very   low cost / no cost to create a start-up• Big   Idea• Core    team• Strong   will• Servers      / host...
BAD NEWS :(• Someone     in Austin, NY, SF, Singapore, Tel Aviv, 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• Hardware                  Start-Up                          ...
Outbound / Inbound StrategyOutreach to media                        pick me              Being found by the media   find   me
PR in the past.....company       agency            mediacompany                         analysts
WHAT I BELIEVE• 12   Fundamental Belief Sets • Not    everything I do always works •I    do this for me. I do this for cli...
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....•Create and make media     • Pinterestso you’ll be discovered,   • Insta...
#3 UNDERSTAND THEDIFFERENCES BETWEEN BEING...                                being                          discovered and...
#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
#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
THE MIND OF A DEVELOPER• Focus   on... • functionality • application • utilitarian    value
HACK YOUR OWN PR!• Youhave to “know” the journalist• Much   of this you can do yourself• “Paper  trails” on the Internet e...
PLAN....• Postand write relevant content   • Read  and comment on relevant so you can be a source to media    articles wit...
NOW....• Reach   out to home town media    • analysts   appropriate to your                                     space• Mak...
EXAMPLES•I   did all this in the last 24 hours• There    are current opportunities awaiting in many contexts• This   requi...
Hi Julie, I’m the co-founder of  Vidmaker, based in Madison.     We’ve been part of the TechStars Cloud program and   temp...
follow and engage with appropriate journalists where you are                          based
Mine opportunities with commenting and engagement
Comment on relevantarticles.... leave a trail of        expertise
Follow editorial     trails....
join the edit communityText
followjournalists relevant  to your   space
Go deep into verticals where you really shine
Peripheralcontent is a good  trail of  whereyou might belong
Make theapplications of      your  technology platform the hero of your    stories.
Story submissions to vertical market publications
Collecting Data?Inspire and drive creative story ideas with infographics
Capitalize or comment on emerging trends you are creating
Not all journalists are “on staff....”
Be a set of eyes and ears fromSXSW for   yourhometown  media.
PLAN FOR PR• Ifyou follow some of these basic   • Get  everyone on your team to  principles, you’ll be further       make ...
HELP!• My   door is open• Happy to spend one hour with each company after SXSW to help you think this through.• Email   me...
Read. Re-Read.     http://tech.li/2012/03/integrating-pr-into-your-product/http://gigaom.com/2012/03/03/how-startups-can-h...
Free tools to get you into the groove....                                 http://www.alanweinkrantz.com/startup-pr-  Who d...
Methodically.  Reach.   Out.
ABOVE THE CODE™    please share:)
thank you      alan@weinkrantz.com    www.alanweinkrantz.com  Twitter. Facebook. LinkedIn.                             all...
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Above the code tech stars cloud

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Alan Weinkrantz's approach to hacking your own startup's PR and Communications initiatives and how to rise Above The Code.

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Above the code tech stars cloud

  1. 1. ABOVE THE CODE™ TechStars Cloud @Geekdom March 5, 2012 San Antonio
  2. 2. Hacking Your Startup’s PR and Communications Initiatives To Get You Above The Code™
  3. 3. ABOUT• 30 years - yup, I am an old school PR guy :) -• Based in San Antonio, TX / Desk in Tel Aviv @ TechLoft• Works with Jeff Pulver on State of NOW -#140Conf & incubating 30 startups in Israel• Involved with Israel’s traditional tech sector for the last 18 years
  4. 4. Life in three labs.... Tel AvivNYC / London / Tel Aviv, etc. San Antonio
  5. 5. NOTES...• This presentation is online.... • alanweinkrantz.com • slideshare.net/alanweinkrantz
  6. 6. GOALS FOR TODAY• How going Above the Code.... • 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
  7. 7. 2 PARTS TO PRESENTATION• Principles and belief sets for the long run• Practical and actionable steps to help you be ready for DEMO Day.
  8. 8. THE MEDIA IS YOUR FIRST MARKETto share and tell your story
  9. 9. The Media is Your Customer.... bloggersyou analysts the & end enter- users prise media
  10. 10. I’M NOT READY FOR THIS...• WTF is a PR person doing in the room?• We gotta focus on getting to - and through Demo Day•I am hoping to have some fun at SXSW :) •a good place to watch companies that rising Above The Code•I don’t have time for this :)
  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 Austin, NY, SF, Singapore, Tel Aviv, 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, TechStars, Google, Yahoo, AT&T, Rackspace, 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• Telecom Go to College / University• Security Summer Job Go to Work• Bio Sciences• Medical Devices
  16. 16. THE WORLD AS WE KNOW IT High School• Hardware Start-Up Gap Year• Software Start-Up College / University• Telecom Start-Up Work• Security Startup• Bio Sciences Quit Day Job Startup• Medical Devices
  17. 17. Outbound / Inbound StrategyOutreach to media pick me Being found by the media find me
  18. 18. PR in the past.....company agency mediacompany analysts
  19. 19. 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
  20. 20. From > Code
  21. 21. To > Above The Code
  22. 22. Alan’s12 Fundamental Belief Sets
  23. 23. #1 - STOP PITCHING• Start story telling• Yourpitch helps clarify / define what you do, but really sucks as a way to get coverage
  24. 24. #2 - YOU’RE REALLY A MEDIA COMPANY THAT....•Create and make media • Pinterestso you’ll be discovered, • Instagramfound and shared • Cinchcast • YouTube • SoundCloud • Twitter • Google Plus • Facebook • LinkedIn • Blog
  25. 25. #3 UNDERSTAND THEDIFFERENCES BETWEEN BEING... being discovered and• Discovered - random being found• Found increases your - search chances of sharing
  26. 26. #4 IT’S NOT ABOUT YOU• How do you help others do something in a compelling way you could not do before
  27. 27. #5 BE HUMAN• Get off your perch and write like you would speak• Conversewith your potential market wherever they are
  28. 28. #6 LIKE MINDED PEOPLE TEND TO FIND EACH OTHER• Givethem a place to connect and share their story
  29. 29. #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 ________• Make it easier to ____________• Have your voice be heard about _________
  30. 30. #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
  31. 31. spark - what if? “some funding.”.. technology platform story... narrative toreal value engagement BIG DATA Lift towards an exit... (c) Alan Weinkrantz
  32. 32. #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
  33. 33. #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
  34. 34. #11 IT’S NOT ALWAYS REPLICABLE• Justbecause one strategy or tactic worked for one company does not mean it will work for another
  35. 35. #12 GET LUCKY• Go wide• Get lucky• Runwith it when you strike a chord
  36. 36. THE MIND OF A DEVELOPER• Focus on... • functionality • application • utilitarian value
  37. 37. 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
  38. 38. 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
  39. 39. NOW....• Reach out to home town media • analysts appropriate to your space• Makea wish list of where you belong • track competitors or companies in your periphery • business / tech / bloggers who on news.google.com to see are your fans back home who covers and writes about them • media appropriate to your space
  40. 40. EXAMPLES•I did all this in the last 24 hours• There are current opportunities awaiting in many contexts• This requires discipline• It does take time• The point is to get you into some type of routine to start thinking about doing this.• Your mileage may vary
  41. 41. Hi Julie, I’m the co-founder of Vidmaker, based in Madison. We’ve been part of the TechStars Cloud program and temporarily moved to San Antonio to get our startup offthe ground. We plan to return to Madison in April and wouldlove to share our story with you about our experience.Would you be interested in learning more?
  42. 42. follow and engage with appropriate journalists where you are based
  43. 43. Mine opportunities with commenting and engagement
  44. 44. Comment on relevantarticles.... leave a trail of expertise
  45. 45. Follow editorial trails....
  46. 46. join the edit communityText
  47. 47. followjournalists relevant to your space
  48. 48. Go deep into verticals where you really shine
  49. 49. Peripheralcontent is a good trail of whereyou might belong
  50. 50. Make theapplications of your technology platform the hero of your stories.
  51. 51. Story submissions to vertical market publications
  52. 52. Collecting Data?Inspire and drive creative story ideas with infographics
  53. 53. Capitalize or comment on emerging trends you are creating
  54. 54. Not all journalists are “on staff....”
  55. 55. Be a set of eyes and ears fromSXSW for yourhometown media.
  56. 56. 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
  57. 57. HELP!• My door is open• Happy to spend one hour with each company after SXSW to help you think this through.• Email me your wish list of media
  58. 58. 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/
  59. 59. 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
  60. 60. Methodically. Reach. Out.
  61. 61. ABOVE THE CODE™ please share:)
  62. 62. thank you alan@weinkrantz.com www.alanweinkrantz.com Twitter. Facebook. LinkedIn. all photos by me© Alan Weinkrantz And Company 2012 Above The Code ™

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