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Supercharged Storytelling for Startups
Martin WaxmanJuly 14, 2014
Good to meet you IRL
@martinwaxman
#sxswv2v
A perfect storm
Search me…
Ontogeny recapitulates phylogeny
Is semantic search the end of serendipity?
The new generation gap
Mobility means never having to say you can’t reach me
The face of new media
We do the programming but we don’t get paid
You’ve got a great idea and want to break through
What’s your elevator pitch?
What is social media?
Relationships and connections!
How about new PR?
It’s not just this…
Or this…
Community management is the new PR
And there’s another important ‘C’ word
Content
What is Content?
Your entire web presence and all your offline assets
Start by listening
Engage
Listen
Connect
Act like a newsroom
Think like a publisher and a publicist
•3Es of content▫Educate▫Entertain▫Engage
Develop an editorial calendar
•Series vs. one-off
•Reuse in the extreme
Create remarkable stories…but don’t pollute
We’re all in showbiz
Help, don’t sell
Own the long tail of search
Tie it into measurable goals
Getting started:10 things to do
1. Change your mindset
2. Find and refine your story
3. Build your hub
4. Pick your channels
5. Get organized
6. Be brutally honest about what’s news
7. Lights, camera, action
8. Syndicate
9. Ditch the press release
10. Build relationships from the ground up
A life of its own
1. Mobile mindset2. Story3. Hub4. Channels5. Honesty6. Organize7. Video8. Syndicate9. Ditch the release10. Relationships
Start on the inside with a publishing strategy – an approach to content that’s based on what you do better than anyone else.
Then find, engage and listen to customers and build a community based on helping and trust.
Once that’s in place, think about the kind amplification you get from publicity - as in making your story public - and how to get your community involved.
Thank you!
Contact Martin Waxman
martinwaxman@gmail.com Blog: myPALETTE
Twitter: @martinwaxman Inside PR
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