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Israel Startup Network Presentation - 6 April 2011
This document discusses the shift from traditional public relations (PR) to social communications. It emphasizes that companies should think of themselves as media companies that create and share content. It encourages integrating social media and other online platforms into marketing strategies to build communities and visibility. Companies are advised to populate content widely and think of PR and social communications as complementary, rather than seeing one as replacing the other.
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Israel Startup Network Presentation - 6 April 2011
- 1. STORY TELLING /SOCIAL COMMUNICATIONS Israel Startup Network Tel Aviv- 7 April, 2011
- 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. ABOUT... • PR guy for 25 years working with Israeli high • “Social Media” for 7 years tech companies for 17 years • Blogger • Content Producer
- 4. ABOUT focus has been on... • Fabless semiconductors • Telecom Message / Story • Networking Reach • Security • Enterprise Software
- 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. REACH • Reach hastraditionally 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. SOCIAL WEB • Many content producers • Connecting with disparate ecosystems • Often time, integrating a personal brand
- 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. 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. 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. PR • You maynot 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. THE SHIFT... • Towards a blend PR and Social Communications....
- 13. YOU ARE NOWA 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. BUILD A BODYOF 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. static Web site Press Releases Media Outreach Trade Show Booth Brochures Analyst Briefings
- 16.
- 17. Go Wide. GoDeep. Integrate. Team Company Technology Members Blog News Twitter LinkedIn Delicious Article submissions Facebook Slideshare Commenting Docstoc YouTube etc....
- 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. 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.
- 31. 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
- 32. GOOD EXAMPLES • www.socialmedia.cisco.com •www.intel.com/sites/sitewide/en_us/social-media.htm • www.scobleizer.com / www.rackspace.com
- 33. 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
- 34. 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
- 35. 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.
- 36. AND... • Be awareof cultural differences and acceptance of taking part in this approach
- 37. CONTACT • Alan Weinkrantz •alan@weinkrantz.com • @alanweinkrantz • facebook.com/alanweinkrantz • linkedin.com/in/alanweinkrantz
- 38. thank you! © 2011please share:)