Please view: http://www.kpcb.com/internet-trends and go to slide # 24 - 28 ... focused on the opportunities in the education space. This report just came out and is an annual study that is highly regarded. I am going to use some of in my presentation. Education is a wonderful thing and all, but it's also a huge, global market opportunity

1. STORYSTACK
The Role of Narrative and StoryTelling
for the Educational Startup
June 1, 2014

2. ABOUT
• Tech PR / Branded Journalism
• 30+ years…. been through major shifts & cycles
• U.S. and Israel
• Met Amalia &Team at SXSWEdu in Austin / 2014

4. PRESENTATION
• Live on www.alanweinkrantz.com blog & Slideshare
• Tweet questions to: @alanweinkrantz
• Ask questions….I’m not here to “lecture…”
• Based on belief sets, principles, and experimentation

5. Istanbul - 29 May, 2014

12. A huge, global volume of education -
related startups…. all vying for
attention in the media

13. Just get us some press…

14. Do you have the right contacts in the
media to get us a huge story in….. ?

15. We have a huge (and
important) announcement
next week and we need to
be covered everywhere….

16. _____ is on our Advisory
Board….our team came from
the IDF….we have the most
important educational
technology in the history of man-
mind….we are going to be the
Google of ______, etc….

17. I heard that if you _________
with journalists, it’s a sure way
to get__________. At least
that’s what a friend of mine at
another start-up did….and got
covered in ______…

18. Education is very unique, and
unless we have relationships
with media, how can do we this
ourselves?

19. There’s always a story behind the
story, and what it took to get there….

29. ALAN’S PRINCIPLES OF
“GETTING PRESS”
• Listen
• Build a sustainable body of work
• Pitch - with expectations
• Keep listening and contribute to your ecosystem

30. LISTEN…
• Identify the writers, bloggers, analysts who you think matter
• Come up with 15 - 20 as your target and assign the founders the
responsibility to tune in, read, and just listen…
• Share your insights with the team on what they write about, say,
issues they cover, what they could be missing, and most of all,
where you can help them.

31. A BODY OF WORK
• Depends on what you are doing… use common sense
• Social, of course,
• Blog is best.
• Helpful content. Not self-promotional.
• Write to help the media discover you and be an authoritative
source…”thought leader…”

32. PITCH - EXPECTATIONS
• Introductory email
• Various ways to “pitch”
• Meeting and following up at conference is a good way
• Commenting on articles can help you be discovered
• Not every pitch sticks

33. As educational story tellers
you have the opportunity to
add a massive layer of value to
your startup

34. What’s Branded Journalism?
The art of applying story telling and
building narratives to support and
reflect a brand’s values…

35. Having a body of work separates your
startup… all vying for attention

36. The new tools of building your startup

37. Technology Stack LAMP
Java
Python
OpenStack
Ruby
AWS
Rackspace
Microsoft
IBM / Softlayer

38. StoryStack
Blog
YouTube
Instagram
Twitter
LinkedIn
SoundCloud
FaceBook

39. WHY
• Builds a new type of defensible position
• Your body of work helps you define who you are
• Media can discover and cover you
• Can lead to new types of unexpected deal flow

40. StoryStack
Story
Narrative
Voice
Engagement
Discovery

41. STORY
• Sets the stage for the heart
and soul of your company
• Builds and expresses culture
• Attracts customers, partners,
media, etc

42. VOICE
• Educator
• Researcher
• Helping kids
• Gets parents
• Inspirational

43. NARRATIVE
• Connected events
• Gluing your story together
• Ties your channels together
• Helps you express, connect
and engage with your
ecosystem

44. ENGAGEMENT
• Lets you listen
• Give your customers /
partners a voice
• Enables amplification of
your story
• Which can lead to….

45. DISCOVERY
• An act of faith
• Parents, teachers, kids are
searching for you
• Let them discover you
• Find others
• Get discovered, covered by media

46. content
(curated,
contributed,
posts)
socialcommenting
writing
Branding your startup
with content adds a
unique layer of value
Your Startup’s Voice

47. BRANDED JOURNALISM
EXAMPLES….
• News
• Content
• StoryTelling
• Media

48. WHAT’SYOURVOICE ?
• Educator
• Love kids
• Helps parents
• Gets teaching
• A better world

49. EXECUTION…
• Agree to some basic milestones
• Don’t be afraid to write
• Don’t publish until you feel comfortable doing so
• Build out an editorial calendar
• Share the responsibility with your co-founders

50. EXECUTION
• Decide on the outposts (channels)
• Allow 90 days to get the process going
• Use stock tools
• Your SmartPhone is a very powerful story telling platform

51. SUGGESTED READING
!
• www.adweek.com/topic/branded-content
• www.digiday.com
• www.battellemedia.com
• www.ragan.com
• all photos (except forThe Beatles, BB King, etc) by me.

53. LET’S CONNECT…
• Twitter
• Facebook
• LinkedIn
• Instagram
• SoundCloud
• YouTube

54. ThankYou.
alan@weinkrantz.com
www.alanweinkrantz.com
all photos by me…