STORY TELLING / SOCIAL  COMMUNICATIONS      Israel Startup Network       Tel Aviv- 7 April, 2011
PURPOSE• Help    you take inventory of what you are doing in PR / Social Communications• Possibly        realign your comm...
ABOUT...• PR   guy for 25 years                                  working with Israeli high• “Social   Media” for 7 years  ...
ABOUT                          focus has been on...• Fabless   semiconductors• Telecom                                    ...
ISRAEL BASED                   CLIENTS SERVED• Accent   Software        • Finjan• Allot   Communications   • Jungo• AudioC...
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 ...
PR• You may not even need a U.S. based PR firm; Israel has a large  number of very good Marcom service providers - consider...
THE SHIFT...• Towards   a blend PR and Social Communications....
YOU ARE NOW A MEDIA           COMPANY• Content    creator• Story   teller• Community        builder / ecosystem developer•...
BUILD A BODY OF WORK• Makes   it easier to sell your story• Enables   your content to be re-purposed• Increasesyour chance...
static    Web site                          Press Releases                Media               Outreach                    ...
active
Go Wide. Go Deep. Integrate. Team               Company               TechnologyMembers                      Blog         ...
ALAN’S BELIEF SETS• Think of your business as media company that makes, sells, builds.....• Populate   content widely and ...
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....
READING• Curation   Nation by Steve Rosenbaum• Content    Rules by Ann Handley & CC Chapman• Trust Agents   by Chris Broga...
FINALLY• Social   Communications....  • promotes     humanization of brands  • allows   for random, being discovered and f...
PRESENTATION• Online   today at: www.alanweinkrantz.com• copy    and share with others• these   are my belief sets• yourmi...
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
thank you!© 2011 please share:)
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
Israel Startup Network Presentation - 6 April 2011
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Israel Startup Network Presentation - 6 April 2011

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Technology PR, Social Media Advisor and Content Strategist, Alan Weinkrantz's presentation on Story Telling and Social Communications

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  • Israel Startup Network Presentation - 6 April 2011

    1. 1. STORY TELLING / SOCIAL COMMUNICATIONS Israel Startup Network Tel Aviv- 7 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. ABOUT...• PR guy for 25 years working with Israeli high• “Social Media” for 7 years tech companies for 17 years• Blogger• Content Producer
    4. 4. ABOUT focus has been on...• Fabless semiconductors• Telecom Message / Story• Networking Reach• Security• Enterprise Software
    5. 5. ISRAEL BASED CLIENTS SERVED• Accent Software • Finjan• Allot Communications • Jungo• AudioCodes • N-trig• CopperGate • Promisec• Iris Antivirus • Shopping.com (DealTime)• Envara • Xacct (and others....)
    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. PR• You may not even need a U.S. based PR firm; Israel has a large number of very good Marcom service providers - consider blended services to get the best from the U.S. (and other countries) and save money on other services like writing• Ifyou read and study the media, follow the editorial calendars, etc you want to be in, you can do some of the outreach yourself• The assumption your Agency has “contacts” is bullshit• Great content, a sustained presence, and having a voice will help you be found and build your credibility
    12. 12. THE SHIFT...• Towards a blend PR and Social Communications....
    13. 13. YOU ARE NOW A MEDIA COMPANY• Content creator• Story teller• Community builder / ecosystem developer• 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
    14. 14. BUILD 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• Improves SEO
    15. 15. static Web site Press Releases Media Outreach Trade Show BoothBrochures Analyst Briefings
    16. 16. active
    17. 17. Go Wide. Go Deep. Integrate. Team Company TechnologyMembers Blog News TwitterLinkedIn Delicious Article submissionsFacebook Slideshare Commenting Docstoc YouTube etc....
    18. 18. ALAN’S 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
    19. 19. 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
    20. 20. Examples:
    21. 21. 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
    22. 22. GOOD EXAMPLES• www.socialmedia.cisco.com• www.intel.com/sites/sitewide/en_us/social-media.htm• www.scobleizer.com / www.rackspace.com
    23. 23. 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
    24. 24. 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, and discovery
    25. 25. 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.
    26. 26. AND...• Be aware of cultural differences and acceptance of taking part in this approach
    27. 27. CONTACT• Alan Weinkrantz• alan@weinkrantz.com• @alanweinkrantz• facebook.com/alanweinkrantz• linkedin.com/in/alanweinkrantz
    28. 28. thank you!© 2011 please share:)

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