SXSWV2V Supercharged Storytelling for Startups
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Transcript of SXSWV2V Supercharged Storytelling for Startups
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Supercharged Storytelling for Startups
Martin WaxmanJuly 14, 2014
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Good to meet you IRL
@martinwaxman
#sxswv2v
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A perfect storm
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Search me…
Ontogeny recapitulates phylogeny
Is semantic search the end of serendipity?
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The new generation gap
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Mobility means never having to say you can’t reach me
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The face of new media
We do the programming but we don’t get paid
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You’ve got a great idea and want to break through
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What’s your elevator pitch?
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What is social media?
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Relationships and connections!
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How about new PR?
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It’s not just this…
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Or this…
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Community management is the new PR
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And there’s another important ‘C’ word
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Content
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What is Content?
Your entire web presence and all your offline assets
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Start by listening
Engage
Listen
Connect
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Act like a newsroom
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Think like a publisher and a publicist
•3Es of content▫Educate▫Entertain▫Engage
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Develop an editorial calendar
•Series vs. one-off
•Reuse in the extreme
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Create remarkable stories…but don’t pollute
We’re all in showbiz
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Help, don’t sell
Own the long tail of search
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Tie it into measurable goals
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Getting started:10 things to do
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1. Change your mindset
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2. Find and refine your story
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3. Build your hub
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4. Pick your channels
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5. Get organized
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6. Be brutally honest about what’s news
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7. Lights, camera, action
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8. Syndicate
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9. Ditch the press release
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10. Build relationships from the ground up
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A life of its own
1. Mobile mindset2. Story3. Hub4. Channels5. Honesty6. Organize7. Video8. Syndicate9. Ditch the release10. Relationships
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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.
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Thank you!