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STORY TELLING / SOCIAL
  COMMUNICATIONS
      Israel Startup Network
       Tel Aviv- 7 April, 2011
PURPOSE

ā€¢ Help
    you take inventory of what you are doing in PR / Social
 Communications

ā€¢ Possibly
        realign your communications priorities depending on
 where you are in the life cycle of your company

ā€¢ Provideperspective from someone who works with Israeli
 companies and understands the communications & budgetary
 challenges you might face
ABOUT...


ā€¢ PR   guy for 25 years
                                  working with Israeli high
ā€¢ ā€œSocial   Mediaā€ for 7 years    tech companies for 17
                                           years
ā€¢ Blogger

ā€¢ Content    Producer
ABOUT
                          focus has been on...


ā€¢ Fabless   semiconductors

ā€¢ Telecom
                                          Message / Story
ā€¢ Networking                                 Reach
ā€¢ Security

ā€¢ Enterprise   Software
ISRAEL BASED
                   CLIENTS SERVED
ā€¢ Accent   Software        ā€¢ Finjan

ā€¢ Allot   Communications   ā€¢ Jungo

ā€¢ AudioCodes               ā€¢ N-trig

ā€¢ CopperGate               ā€¢ Promisec

ā€¢ Iris Antivirus           ā€¢ Shopping.com   (DealTime)

ā€¢ Envara                   ā€¢ Xacct    (and others....)
REACH

ā€¢ Reach has traditionally been focused at the media and industry
 analysts

ā€¢ Content    produced by the Marcom team

ā€¢ Shift   to bloggers

ā€¢ Then... shift   to the social web (not social media)
SOCIAL WEB


ā€¢ Many    content producers

ā€¢ Connecting   with disparate ecosystems

ā€¢ Often   time, integrating a personal brand
TYPICAL PR MINDSET

ā€¢ Weā€™re an OEM.... thereā€™s only 35 companies in the world we are
 going after and we know them all... why do we need PR?

ā€¢ Our strategic partners / distributors around the world will take
 care of this for us.

ā€¢ We    donā€™t have a budget for PR - we invest in R&D / Engineering

ā€¢ How    do you measure this?

ā€¢ We    have someone internal who can do this for us
SOCIAL MEDIA MINDSET

ā€¢ Social   Media is too time consuming, impossible to measure

ā€¢ We     donā€™t have the bandwidth

ā€¢ This   is something my kids do on Facebook

ā€¢ Weā€™re    a medical device company and have to be serious about
 this.

ā€¢ Being    on twitter is not a ļ¬t for what we do
PR

ā€¢ Still   matters in the traditional sense but is changing

   ā€¢ helps    you develop your voice

   ā€¢ keep    a consistent message

   ā€¢ gaincredibility through external validation of media and analyst
     coverage
PR

ā€¢ You may not even need a U.S. based PR ļ¬rm; 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

ā€¢ Ifyou read and study the media, follow the editorial calendars, etc
  you want to be in, you can do some of the outreach yourself

ā€¢ The   assumption your Agency has ā€œcontactsā€ is bullshit

ā€¢ Great content, a sustained presence, and having a voice will help
  you be found and build your credibility
THE SHIFT...



ā€¢ Towards   a blend PR and Social Communications....
YOU ARE NOW A MEDIA
           COMPANY

ā€¢ Content    creator

ā€¢ Story   teller

ā€¢ Community        builder / ecosystem developer

ā€¢ 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
BUILD A BODY OF WORK

ā€¢ Makes   it easier to sell your story

ā€¢ Enables   your content to be re-purposed

ā€¢ Increasesyour chances of being found when journalists / analysts
 are doing research about your space

ā€¢ Improves    SEO
static


    Web site                          Press Releases

                Media
               Outreach                    Trade Show
                                              Booth

Brochures          Analyst Brieļ¬ngs
active
Go Wide. Go Deep. Integrate.

 Team               Company               Technology
Members
                      Blog                News
 Twitter
LinkedIn           Delicious       Article submissions

Facebook           Slideshare         Commenting

                    Docstoc

                   YouTube

                    etc....
ALANā€™S BELIEF SETS

ā€¢ Think of your business as media company that makes, sells,
 builds.....

ā€¢ Populate   content widely and open / social platforms

ā€¢ Stop
     worrying about SEO. Use common sense and write /
 produce great content

ā€¢ Deļ¬ne your own metrics. What itā€™s important to measure for
 your company is different from another
BELIEF SETS - CONTā€™D

ā€¢ Findsomeone not in marketing / pr who is personally active on
 social networks and have them pitch in on this initiative

ā€¢ Initiate
      programs that enable product managers / key team
 members to build their own personal brands

ā€¢ Develop  marketing programs that are based on your team
 leadersā€™ personal likes and passions

ā€¢ Consider blended services where you team your U.S. agency with
 Israel-based service providers as way to save on fees
Examples:
PR VS. SOCIAL
              COMMUNICATIONS
ā€¢ PR   reaches the media - you: to media: to many

ā€¢ Social
       Communications reaches your network that is relayed
 through other peopleā€™s networks - you: to othersā€™ relayed
 networks

ā€¢ One   is not a substitute for the other

ā€¢ PR   brings the strategy and discipline.

ā€¢ Social   Communication brings humanity and genuine voice
GOOD EXAMPLES


ā€¢ www.socialmedia.cisco.com

ā€¢ www.intel.com/sites/sitewide/en_us/social-media.htm

ā€¢ www.scobleizer.com   / www.rackspace.com
READING

ā€¢ Curation   Nation by Steve Rosenbaum

ā€¢ Content    Rules by Ann Handley & CC Chapman

ā€¢ Trust Agents   by Chris Brogan & Julien Smith

ā€¢ Clue Train
          Manifesto - 10th Year Anniversary Edition by Chris
 Locke, Doc Searls, David Weinberger, Rick Levine
FINALLY

ā€¢ Social   Communications....

  ā€¢ promotes     humanization of brands

  ā€¢ allows   for random, being discovered and found

  ā€¢ depending   on how you apply it, can be used in R&D, market
    research, customer support, and discovery
PRESENTATION

ā€¢ Online   today at: www.alanweinkrantz.com

ā€¢ copy    and share with others

ā€¢ these   are my belief sets

ā€¢ yourmileage will vary depending how of much you do and how
 long you can sustain.
AND...



ā€¢ Be aware of cultural differences and acceptance of taking part in
 this approach
CONTACT

ā€¢ Alan Weinkrantz

ā€¢ alan@weinkrantz.com

ā€¢ @alanweinkrantz

ā€¢ facebook.com/alanweinkrantz

ā€¢ linkedin.com/in/alanweinkrantz
thank you!




Ā© 2011 please share:)

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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 ā€¢ Help you take inventory of what you are doing in PR / Social Communications ā€¢ Possibly realign your communications priorities depending on where you are in the life cycle of your company ā€¢ Provideperspective from someone who works with Israeli companies and understands the communications & budgetary challenges you might face
  • 3. ABOUT... ā€¢ PR guy for 25 years working with Israeli high ā€¢ ā€œSocial Mediaā€ for 7 years tech companies for 17 years ā€¢ Blogger ā€¢ Content Producer
  • 4. ABOUT focus has been on... ā€¢ Fabless semiconductors ā€¢ Telecom Message / Story ā€¢ Networking Reach ā€¢ Security ā€¢ Enterprise Software
  • 5. ISRAEL BASED CLIENTS SERVED ā€¢ Accent Software ā€¢ Finjan ā€¢ Allot Communications ā€¢ Jungo ā€¢ AudioCodes ā€¢ N-trig ā€¢ CopperGate ā€¢ Promisec ā€¢ Iris Antivirus ā€¢ Shopping.com (DealTime) ā€¢ Envara ā€¢ Xacct (and others....)
  • 6. REACH ā€¢ Reach has traditionally been focused at the media and industry analysts ā€¢ Content produced by the Marcom team ā€¢ Shift to bloggers ā€¢ Then... shift to the social web (not social media)
  • 7. SOCIAL WEB ā€¢ Many content producers ā€¢ Connecting with disparate ecosystems ā€¢ Often time, integrating a personal brand
  • 8. TYPICAL PR MINDSET ā€¢ Weā€™re an OEM.... thereā€™s only 35 companies in the world we are going after and we know them all... why do we need PR? ā€¢ Our strategic partners / distributors around the world will take care of this for us. ā€¢ We donā€™t have a budget for PR - we invest in R&D / Engineering ā€¢ How do you measure this? ā€¢ We have someone internal who can do this for us
  • 9. SOCIAL MEDIA MINDSET ā€¢ Social Media is too time consuming, impossible to measure ā€¢ We donā€™t have the bandwidth ā€¢ This is something my kids do on Facebook ā€¢ Weā€™re a medical device company and have to be serious about this. ā€¢ Being on twitter is not a ļ¬t for what we do
  • 10. PR ā€¢ Still matters in the traditional sense but is changing ā€¢ helps you develop your voice ā€¢ keep a consistent message ā€¢ gaincredibility through external validation of media and analyst coverage
  • 11. PR ā€¢ You may not even need a U.S. based PR ļ¬rm; 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 ā€¢ Ifyou read and study the media, follow the editorial calendars, etc you want to be in, you can do some of the outreach yourself ā€¢ The assumption your Agency has ā€œcontactsā€ is bullshit ā€¢ Great content, a sustained presence, and having a voice will help you be found and build your credibility
  • 12. THE SHIFT... ā€¢ Towards a blend PR and Social Communications....
  • 13. YOU ARE NOW A MEDIA COMPANY ā€¢ Content creator ā€¢ Story teller ā€¢ Community builder / ecosystem developer ā€¢ 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 BODY OF WORK ā€¢ Makes it easier to sell your story ā€¢ Enables your content to be re-purposed ā€¢ Increasesyour chances of being found when journalists / analysts are doing research about your space ā€¢ Improves SEO
  • 15. static Web site Press Releases Media Outreach Trade Show Booth Brochures Analyst Brieļ¬ngs
  • 17. Go Wide. Go Deep. Integrate. Team Company Technology Members Blog News Twitter LinkedIn Delicious Article submissions Facebook Slideshare Commenting Docstoc YouTube etc....
  • 18. ALANā€™S BELIEF SETS ā€¢ Think of your business as media company that makes, sells, builds..... ā€¢ Populate content widely and open / social platforms ā€¢ Stop worrying about SEO. Use common sense and write / produce great content ā€¢ Deļ¬ne your own metrics. What itā€™s important to measure for your company is different from another
  • 19. BELIEF SETS - CONTā€™D ā€¢ Findsomeone not in marketing / pr who is personally active on social networks and have them pitch in on this initiative ā€¢ Initiate programs that enable product managers / key team members to build their own personal brands ā€¢ Develop marketing programs that are based on your team leadersā€™ personal likes and passions ā€¢ Consider blended services where you team your U.S. agency with Israel-based service providers as way to save on fees
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  • 31. PR VS. SOCIAL COMMUNICATIONS ā€¢ PR reaches the media - you: to media: to many ā€¢ Social Communications reaches your network that is relayed through other peopleā€™s networks - you: to othersā€™ relayed networks ā€¢ One is not a substitute for the other ā€¢ PR brings the strategy and discipline. ā€¢ Social Communication brings humanity and genuine voice
  • 32. GOOD EXAMPLES ā€¢ www.socialmedia.cisco.com ā€¢ www.intel.com/sites/sitewide/en_us/social-media.htm ā€¢ www.scobleizer.com / www.rackspace.com
  • 33. READING ā€¢ Curation Nation by Steve Rosenbaum ā€¢ Content Rules by Ann Handley & CC Chapman ā€¢ Trust Agents by Chris Brogan & Julien Smith ā€¢ Clue Train Manifesto - 10th Year Anniversary Edition by Chris Locke, Doc Searls, David Weinberger, Rick Levine
  • 34. FINALLY ā€¢ Social Communications.... ā€¢ promotes humanization of brands ā€¢ allows for random, being discovered and found ā€¢ depending on how you apply it, can be used in R&D, market research, customer support, and discovery
  • 35. PRESENTATION ā€¢ Online today at: www.alanweinkrantz.com ā€¢ copy and share with others ā€¢ these are my belief sets ā€¢ yourmileage will vary depending how of much you do and how long you can sustain.
  • 36. AND... ā€¢ Be aware of cultural differences and acceptance of taking part in this approach
  • 37. CONTACT ā€¢ Alan Weinkrantz ā€¢ alan@weinkrantz.com ā€¢ @alanweinkrantz ā€¢ facebook.com/alanweinkrantz ā€¢ linkedin.com/in/alanweinkrantz
  • 38. thank you! Ā© 2011 please share:)

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