Above The Code (TM) Story Telling & Branded Content - : TechLoft / Tel Aviv...Alan Weinkrantz
U.S. Public Relations Consultant, Alan Weinkrantz' nsights on Story Telling and Branded Content Strategies for 2013.
Weinkrantz's core premise of the discussion will be based on studying and playing music for the last 50 years, with his belief sets about music being the original code with great story telling.
What Weinkrantz sees today in most startups is great code, great UI and little and generally no story telling. He will discuss the art of story telling in the context of a building and sustaining a startup and its role in adding value to a company.
Visit: http://www.alanweinkrantz.com or email Alan - alan@weinkrantz.com
Story telling, having a voice, and the on-going narrative is a reflection of the startup's heart and soul. It also becomes the body of work which will help the startup recruit talent, gain investors, attract customers, build partnerships and be discovered by the media. It is the later that he will focus on. This discussion will not be about how to pitch media, but rather, how to prepare yourself to best work with the media by having not only a great product or service, but a body of work that will separate you from your competitors.
Above The Code (TM) Story Telling & Branded Content - : TechLoft / Tel Aviv...Alan Weinkrantz
U.S. Public Relations Consultant, Alan Weinkrantz' nsights on Story Telling and Branded Content Strategies for 2013.
Weinkrantz's core premise of the discussion will be based on studying and playing music for the last 50 years, with his belief sets about music being the original code with great story telling.
What Weinkrantz sees today in most startups is great code, great UI and little and generally no story telling. He will discuss the art of story telling in the context of a building and sustaining a startup and its role in adding value to a company.
Visit: http://www.alanweinkrantz.com or email Alan - alan@weinkrantz.com
Story telling, having a voice, and the on-going narrative is a reflection of the startup's heart and soul. It also becomes the body of work which will help the startup recruit talent, gain investors, attract customers, build partnerships and be discovered by the media. It is the later that he will focus on. This discussion will not be about how to pitch media, but rather, how to prepare yourself to best work with the media by having not only a great product or service, but a body of work that will separate you from your competitors.
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Above The Code (TM) Story Telling & Branded Content - New Orleans Entrepreneur Week
1. ABOVE THE CODE
Story Telling / Branded Content
- New Orleans - March 20, 2013
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. INTRO...
• Who’s in the room?
• Startups: Status / Funding / Distribution / Partnerships
• Companies: Technology / Product / Markets
• Media coverage? Impact?
4. 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
• discover and build the editorial fabric of your startup and help you
succeed
5. ABOUT
• 30
years - yup, I am an old school PR guy.... and believe in the real
power of PR
• San Antonio & Tel Aviv
• Involved with Israel’s traditional tech sector for the last 18 years
6. LAST TWO YEARS
• Speaking / Writing ... Observing / Watching
• Geekdom - San Antonio
• TechLoft - Tel Aviv
• TechStars Cloud - San Antonio
• MexicanVC (500 Startups) - Mexico City
• Microsoft Azure - Tel Aviv
• The Leaders Palestine - Ramallah
• Google - Tel Aviv
7. GOOD NEWS :)
• Verylow cost / no cost to
create a start-up
• Big Idea
• Core team
• Strong will
• Servers / hosting
8. BAD NEWS :(
• Someone in New York, Madrid, San Francisco, Singapore, Tel Aviv,
Mumbai is thinking the same thing as you are :(
• Hard to have a defensible position
• Hard to protect your IP
• Getting traction is tough
9. QUALITIES THEN...
• Strong Intellectual Property
• Defensible technology
• Strategic investors like Intel, AT&T, Cisco, Motorola
• Traditionally, VC funded
• 30 engineers / CEO / VP Marketing / VP Biz Dev
10. QUALITIES NOW
• No Intellectual property
• Nothing really defensible
• Strategicinvestors & partners - Friends, Family, Angels, TechStars, 500
Startups, 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
11. THE WORLD AS WE KNEW IT
• Hardware
• Software
Go to School
• Telecom Internships
Go to College / University
• Security Summer Job
• Bio
Go to Work
Sciences
• Medical Devices
12. THE WORLD AS WE KNOW IT
High School
Startup
• Consumer Web Gap Year
Startup
• Mobile College / University - or not...
Startup
• SaaS
Accelerator
Startup
• Subscription
Work
• eCommerce
Startup
Quit Day Job
• Marketplace Startup
36. WE WRITE FOR...
• Marketing
• Business
• Technical
• Legal
• Medical
• Social
37. ... but we never learn the art of
story telling, or how to write in
simple language to explain what
we are doing and what we feel
38. What you say, how you speak
and what you communicate are
the new lyrics of the
online world
39. The experience your deliver on
the platforms we now interface
and engage with, are enabling
billions of people on the planet
to create the new melodies of a
socially connected world
40. 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
41. 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
42. 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
43. 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
44. THE MEDIA IS
YOUR FIRST
MARKET
to share and tell your story
45. The Media is Your Customer....
bloggers
you analysts enterprise... & the
institutions.. consumer
media
46. 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
47. WHAT I BELIEVE
• Story is a defensible business strategy
• Narrative is the supporting infrastructure for your brand
• Tone is the voice of your brand
48. 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
49. 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
53. #1 - STOP PITCHING
• Start story telling
• Yourpitch helps clarify / define
what you do, but really sucks as
a way to get coverage
54. #2 - YOU’RE REALLY A MEDIA
COMPANY THAT....
•Creates and makes media • Pinterest
so you’ll be discovered, • Instagram
found and shared
• SoundCloud
• YouTube
• Google Plus
• Twitter
• LinkedIn
• Facebook
• UStream
• Blog
55. #3 UNDERSTAND THE
DIFFERENCES BETWEEN BEING...
• Discovered - random being discovered and being
found increases your chances
• Found - search of sharing
56. #4 IT’S NOT ABOUT YOU
• How do you help others do
something in a compelling way
you could not do before
57. #5 BE HUMAN
• Get off your perch and write
like you would speak
• Conversewith your potential
market wherever they are
58. #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
59. #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 _________
60. #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
61. spark -
what if?
“some
funding.”..
technology platform
story... narrative to
real value
engagement
BIG DATA
Lift towards an exit... (c) Alan Weinkrantz
62. #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
63. #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
64. #11 IT’S NOT ALWAYS
REPLICABLE
• Justbecause one strategy or
tactic worked for one company
does not mean it will work for
another
65. #12 GET LUCKY
• Go wide
• Get lucky
• Runwith it when you strike a
chord
66. HACK YOUR OWN
COMMUNICATIONS
• Thinkof yourself as a reporter &
story teller
• Much of this you can do yourself
• Leave digital bread crumbs
67. 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
68. 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
69. April May June
F1
F2
F3
F4
90 Day Editorial Calendar Planner
2x topics per month from each - 24 posts per quarter
70. 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
71. 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
72. 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