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TECH PR / THE SOCIAL WEB / BRANDED CONTENT
MEGAComm ConferenceTel Aviv - 20 February 2011
WHO’S IN THE ROOM?
• Asking for five volunteers to introduce themselves.... one minute each....
• what do you do?
• challenges you are facing?
DURING THE DISCUSSION...
• Ask questions
• Tweet us up
•@alanweinkrantz - let’s follow each other :)
• #MEGAComm2011
PURPOSE
• Learn, share, network with your peers
• Realize you are not alone in the challenges you may face
• Apply what we share today and take a few steps in a new direction, particularly in the area of branded content
• Demystify and disrupt your communications mindsets
• Avoid the possibility of being disrupted in your role a a tech writer
CAVEAT
• Presentation is based on experience and belief sets of where things are going forward
• I try things out and like to experiment
• Not everything I do & how to help clients works, but the barriers to entry and experimenting are nil - other than time
ABOUT...
• PR guy for 25 years
• Variety of Israeli tech companies for 15 years
• “Social Media” for the last 6 years
• Shifting to Branded Content
•Work with Jeff Pulver on Sponsorships for #140Conf events
WAVES OF INNOVATION
• PCs based on 8088 / 286 / 386 / 486
• The networked PC
• Early Internet Cafes
• The cell phone and related data services
•WiFi
• Computer / network / application security
WAVES OF INNOVATION
• IP Communications & Entertainment
• Tablet / Mobile PCs - mobile platforms
• The wired home network -G.hn standard
• Disruptive Communications
Sampling of Israeli Tech Companies Represented
Sponsors
YESTERDAY VS. TODAY
• The media was the gateway to telling your story
• The barriers to having access to the media required a traditional PR firm or having “contacts”
• You had to have a big budget to produce quality content
REALITIES
• Everyone has access to your news
• You don’t need a PR firm
• Your being in Israel should not deter you from being successful
• If you are a technical writer, you stand an increasing possibility of being disrupted by outsourced suppliers who can produce at dramatically lower pricing
TODAY...
•Marcom / Marketing: become more valuable to your team and disrupt your competitors
• Technical Writers - elevate your role and consider expanding your sphere into the art of story telling
SPECIFIC TO ISRAEL
• Engineering driven culture
•Marketing is often an after-thought
• Particularly to core tech suppliers.... belief set is that with only 25 core customers in the world, you don’t need “marketing”
SPECIFIC TO ISRAEL
•OEMs providing core technology to major brands
• Innovators and disruptors
TODAY....
• Tech PR
• Social Media
• Branded Content
first and foremost, start thinking of your organization as a
media company
BUT I’M IN ISRAEL...
•Other than having the ability to interface with a journalist in real time, geography no longer matters.
BASICS OF PR
•Message
• Interesting news
• Consistent outreach
• Tie your branded content to becoming a trusted source for media coverage
PR...
• Today, covering the very basics....
• Think about new ways to pitch
TYPES OF COVERAGE
• Hard News
• Breaking / Trends News
• Collaborative / Joint News
• Sourced News
• Populated Content from Businesswire
• Contributed Content by your CTO
HOW TO PITCH?
• Build a list
• ask your customers and partners what they read
• ask your sales people what your customers read
MESSAGE
• Establish 3 key messages and use them in everything you produce
• Be concise and easy to understand
•Make your message core to all press / collateral / online content
• All company execs should be on the same message
CONSISTENT OUTREACH
• If someone turns you down, it’s really ok.
• Instead of selling your story, be a trusted source of expertise
INTERESTING NEWS
• “Interesting” is a matter of definition...
•Make sure your news is relevant and if possible, breaking
core technology
IT / Vertical Media & Analysts
tech
emerging
mainstream
Tiered Media Strategy for 2011
Business Media
Mainstream Media
A Thought Leadership Approach to Tech PR
NEW WAYS TO PITCH...
• Comment / observe articles via social profiles such as Twitter
• Have a commenting strategy in place
• Use platforms such as
• YouTube
• SlideShare
• Flickr
you’re a media company
www.helpareorter.com
www.helpareporter.com
Via HARO
Via.... LinkedIn
CIOComputerworld
eWeekInfoWorld
InformationWeekNetworkWorld
SC Magazine
BusinessWeekCNBCFortuneForbes
NYTimesWSJ
IT MEDIABusiness Media
Consumer Media
USA TodayWired
Sample Media - current and where we could try to broaden coverage
Blogs
EngadgetGigaOMGizmodo
ThreatLevel
BRANDED CONTENT....
• Biggest shift I am seeing:
• Content about / around your brand
• Story telling with emphasis on social conversation
A BODY OF WORK
• Previous news releases
• Previous media coverage
• SEO on key terms
• Company or individual Blog(s)
• Videos
• Social Media presence
on- going outreach and persistent
presence increases opportunities for
coverage
static
Web Site
Brochures
Press Releases
active
Trade Show Booth
VS.
Go wide and deep
You Company Technology
BlogArticle
submissions
Digg
YouTube
Comment on other blogs
SlideShare
Docstoc
Slideshare
delicious
SOCIAL MEDIA
• Listen first. Then pitch.
•Many traditional journalists are also bloggers
• Have a commenting strategy in place... it’s a great way to be found and discovered
BIG SHIFTS
• From pure pitching to sharing and having your content being found
• The art of curating content
• Having your CTO, Tech Support and R&D team become the new marketing department
Doubletree - Hilton
Z-Wave Alliance
Redbone Guitar Builds Global Online Business
ALAN’S RULES :)
• Have a focused and current message
• Have an up to date and easy to download press room
•Write to, and for your targeted audiences
• Give yourself six months to see this bear fruit
• Focus on a few wins... manage expectations
• Engage your management
study. work hard. have fun.
start storytelling
stream your
narrative
build a following and new deal flow will come
your way
how: > ?
converse
interface
broadcast
inform
share
spread you ideas
give away as much information about you as you can
The Social Web
If you populate the social web with great and relevant content about yourself, you’ll be found, and it will serve its purpose in whatever you want to do after you graduate from Trinity
How I’ve used the power of social web to get media coverage, gain credibility and
demonstrate thought leadership as a pro-active consumer of AT&T’s three screen
service offering
trade business/financial broadcast radio
YouTube -great way to pitch the media
Industry leaders demonstrate
N-trig technology
Re-purposing content...
Industry leaders demonstrate N-trig applications & product
differentiation
How To: How I watch Internet TV - U-verse and Internet TV
PRESENTATION
• online - www.alanweinkrantz.com
• www.slideshare.net/alanweinkrantz
• copy and share with others
• this is what I believe and seems to work
• your mileage may vary
CONCLUSION
• Be a media company
• Think like a journalist
• Help grow your industry and be a trusted source in the space
• Stop selling and start story telling
REALITIES
• Culture
•Where to start
• listen
• follow
• engage
CONTACT
• Alan Weinkrantz
• Twitter : @alanweinkrantz
• Facebook & LinkedIn
google.com/profiles/alanweinkrantz
THANK YOU
• please share :)