I really love using Spotify the free service (with options to upgrade to a premium service) that lets you discover and share music.

Pay Attention to Discovering and Sharing as a PR Strategy

I am spending more and more time helping clients discovering new voice to reach out to, share their technology and insights with, and connect with new enterprise and consumer end users by relaying content through their networks.

Yes, I still do very traditional, old school PR, but if you take a moment and see what Spotify has done, and how it impact your own music selection and discovery behavior, maybe there is something you can learn in your media, analyst and blogger initiatives.

Make your content compelling so it can be discovered and of course, shared.

You're.....

• An Expert
• A Thought Leader
• A Visionary....

Who cares.

The world is full of very smart people with great ideas, amazing startups, and disruptive technologies.

If you're looking for a true differentiator in your startup's branding, try being human when you're online.

Photo of me by Jerry Hirsch.

As a PR person, going to trade shows and industry conferences used to be a matter of getting coverage in advance of the show, scheduling one-one-meetings with journalists and analysts with your management, and connecting with new media contacts in the press room, your booth, and panel discussions.

Yup... I got to lots of trade shows and conferences.  Shot on location at IPTV World London (c) me.

Much of the role we play remains the same, but so much has changed and new opportunies have come about.  

Here's some helpful tips....

1.  Don't just reach out to the media, create your own media.

In addition to your doing the ground work in advance of, during and after the event, think of yourself as a journalist and do your own story telling in the context of what your company is doing at the show.  Develop this content for the benefit of your partners and your customers and post in real time if you can.  

Depending on the situation, I use a KodakZi8 and will edit in iMovie, or sometimes, I just use my iPhone and post in real time with no editing.

2.  Make sure you are using the right hashtags.

This is a pretty easy thing to do.   As a rule, the conference site will have some elements of social media embedded where you can see what hashtags are being used.

3.  Get your management social media smart.

This might be trickier, but here's a challenge for you.  It's one thing for the PR person (or the agency) to be active on social networks and it's another to have the actual VP of Marketing or preferably the CTO to do this.  Depending on the culture and personality of who you have to work with, try to engage with them at least 60 days before an event like this and get them to get engaged.   (Your mileage will vary.... depending on who you are working with).

Also, see if the show has a social media guide like this one.  Tons of great content and insight on where the conversation are.

4.  Think about content for after the show.

You've spent all this time getting ready for the show.  Give your efforts more shelf life by providing commentary and insights after show.   What did you learn that will help your customers?  What trends did you see?  What plans of action is your company taking in order to continue in your thought leadership going forward?

5.  Follow the stream

Here is an example of VMWorld which is taking place today as I write this post.  

Who's saying what?  Where do you fit?  Where do you lead?

6.  Ask your customers how you can help...

With travel budgets being reduced, not everyone on your customer's teams may not be able to attend trade show or conference that matters.  

7.  Be Human.  Be Human.

See a funny booth give-away, having fun at a party, connecting with a friend from afar?  Share it on your person Facebook page.  Post photos, videos and fun commentary.   Yes, you're there for business, but there's nothing wrong with having a bit of fun and sharing in what you are doing.

8.  Track your competitor's press kits and content strategy.

In the case of VMWorld, here's a link to the press materials from the exhibitors.  Assign this to an intern and have these documents ready to review when you return.  What do they say?  What terms are they using?  What type of material do they provide to the media?  It's a giant research project that's your for the asking. 9.  Follow the bloggers...

9.  Follow the bloggers...

Here's a trail to follow before, during and after the show.  

Listen.  Listen.  Listen.  

Then engage.

10.  Follow up.

Are you following the journalists, analysts and bloggers that you connected with?  Above and beyond shoving press releases down their throats, the point of this is not to sell, but engage.  

Be a source of news, insights and commentary after show. 

Have I left anything off?  Chime in with a comment or two.

Are your digital outposts current with a link to your Google+ profile?

Get on G+ (email me:  alanweinkrantz at g mail dot com) for an invite.

Take stock of places like About.me, Facebook, Twitter, Scribd, SlideShare, LinkedIn, and on and on and on.....

Not on these social platforms.  Get on them.  Don't depend on your company to help promote and engage for you.  And if you are self-employed, or just getting a startup going, all the more reason to take this logical approach.

Remember, the wider you go, the more you'll be found. 

MuckRack has just released a list of journalists on Google+

I am not recommending you use this to pitch.  Use it to listen and understand what's on the minds of some of the greatest minds in journalism. 

Some are using G+, others are just parked there.

Follow.  Listen.  Share.   Then Maybe Pitch.

And then- and on when it's appropriate and you have a good and focused pitch, pitch not en mass, but only to specific people you think would be great candidates for your story and would be helpful to their readers.

Hat Tip to Geo Geller who shared this with me.

Pay attention to Chris Barger's outpost at Forbes.  

He's gone from GM to Voce - since acquired by Porter Novelli -  and doing some amazing work and some very practical - repeat practical and very insightful writing there.  

I had the opportunity to work with Chris when Jeff Pulver and I did our 3,100 mile #140Conf Road Trip that was sponsored by Buick and of course the #140Conf Detroit that was held last October.  

I know there's lots to read out there.  

Drop something else you are reading, follow Chris for a while, and then decide.

Highly Recommended.

There are so many ways to improve your story telling with a digital camera. Even though I have prosumer gear (I still use a Nikon D90), I have shot many great photos and videos that I have captured using the camera on my iPhone.

Photo of me by Bob Jagendorf - see his awesome photos here.

You don't have to be a professional photographer to do this.  You just have to work at it.  Here's some tips.

1.  Get a camera that suits your needs - and your budget.  

Chris Brogan recommends the Lumix DMC-LX5.  Nan Palmero raves about his Canon S95.  Jeff Pulver and Bob Jagendorf use a Nikon D7000.  Depending on what you want to do, your threshold for weight and space, and of course, your budget, you can do great things with a pocket camera like the the Lumix or Canon, or for that matter, the camera on your iPhone, Blackberry or Android device take great photos.

2.  Doing to trade shows and conferences?  Capture your story there. 

Trade shows, events, and conferences are a great place to capture great photos and stories.  If you are exhibiting, or speaking make sure you have photos of your booth, customers, partners, and investors.  Depending on production values you are seeking, post some of the photos using your smart phone and post them on Twitter and Facebook.    

3.  Time permitting, change your background and explore the city.

Depending on how much time you have, and if you can, when you fly or drive into a city for business, try going in the day before, or allow time the day after to explore and do story telling using your camera.  Visit a local customer, a partner and take photos of them at their offices. Explore the city and find local bridges, tunnels, buildings, or signs that represent the character of the city that can also reinforce the images and messaging of your company.

4.  Don't forget video for YouTube.

Here's my YouTube channel.  Get one for yourself.  Maybe one for your company too.  Depending on company policy, have your own YouTube channel.  It's another way to set yourself apart and shine.  

Sometimes, I am using a Kodak Zi8.  Other times, I use my iPhone.  Or, when production values are needed, my Sony HD Camcorder.

If you have a pocket camera that shoots video (most do) try experimenting with simple, quick interviews, or capturing the moment at a trade show, conference or customer visit.

5.  Don't forget audio for Cinchast.

If you have smartphone, then you should download Cinchast.  It's free.

This is not photography, but still applicable for easy story telling using and broadcasting audio.   See what Robert Scoble does and listen to his interviews with his Cinchcast channel.  He's the master at this.  

Here's my Cinchcast channel.  

Cincast is great because you can use your smartphone, conduct verbal interviews on the fly, and post them in real time to your social networks.

6.  Use your SmartPhone for streaming photos on your personal and company's Facebook page.

This is especially effective at trade shows and conferences.  Pimp up the other speakers.  Shout out a high five when you competitors are doing something really cool, like giving a great talk when they are on a panel with you.  Point out rising stars in your ecosystem.  Be helpful and be a real time reporter for the ecosystem at the event you are at, and at home.

7.  Getting better at shooting better photos.

The more you do this, the better you'll get.  It's really simple and very powerful.  

Stock photos on a company blog suck, and show no imagination.  

Use your original photos and get the real people from your ecosystem.  You'll find that they love the recognition and will share the love back.

8.  Think like a photo journalist.

You're not just shooting a photo.  You are telling a story with your photo to support your story.  Go to Look, Time, and National Geographic.  You may not be in their league (yet) but you can certainly aspire to do this, particularly with people.

9.  Aim for the eyes (when you can)

When you are shooting people, aim for their eyes - or an eye.  I generally like to focus on one eye because it gives you a different perspective and draws you into their face.

10. Prototype your photos before you start shooting.

This is especially helpful if you are just getting started.   Shoot something before you go on the road, to a trade show or conference, or press tour.

11. Look for street scenes have great and colorful stories.

This is particularly effective when you travel abroad.  Make sure you try to include signage or symbols that are indigenous to the country you are in.  It illustrates that you're global and have a wider view of the world.

12. Use photography for business development.

It's a nice ice-breaker and shifts you away from selling.  You're trying to capture their story - not yours.  This is particularly effective with video.  Interview prospective customers.  Get them to talk about their pain points, what they are seeing, where they are going, what solutions they are looking for. 

You may not have the right solution for them- and that's ok.  If someone discovers them and they can help them, then everyone wins, and you're the hero.

13. Email your good photos to people you have taken photos of.

It shows you care and that you thought of someone.  it's also great for business development.  A nice touch.

14. Ask permission.

I always ask permission.  Particularly at a trade show.  "Hey, OK with you if I shoot your photo?  It's for my company's blog.  I am not a professional.  We're also in your space and think you have a great story to tell."  Generally, you will not only get a "yes" but big thank you for asking.

15.  Mix it up with Facebook, Twitter and Flickr.

Quick photos from your smartphone can go on Facebook and Twitter in real time from your shooting.  The really good ones can be cropped, edited, etc and put on your Flickr page when you are back in your hotel room.

16. Get a few good photo apps for your smart phone.

I like Instagram, Picplz and and AutoStitch.  There are certainly many others.

17. Remember, you are story telling.

Here's some sampling of my photos that tell stories.  See more over at my Flickr site.

(download)

Click here to download:

20-tips-on-how-to-be-a-better-story-teller-and-do-business-development-with-photography-BqrGHBbnJiAzwxjxCDqB.zip (157 KB)

18. Try shooting  at street level.

Just try.  Bend over bit or squat and give your viewers a different view of the world you are seeing and experiencing.

19. Think in metaphors.

If there is a technology theme such as networking, security, collaboration, community, interface, communication, cloud, storage, device - find groups of people, barriers, open spaces, beautiful cloud formations, telephone lines, people talking and moving with smart phones, people hugging, shaking hands, speaking on the streets.    

20. Aim for 1 in 10.

Take multiple photos of the same thing.  The first one may not always come out right.  Shoot from various angles - up high, down low, and in between.  The more you do this, the better you'll get.  You'll find that you will also develop a "third eye."

So, how about you?  How do you use photography for story telling?  Chime in with a comment.

One of the areas I try to focus on with technology clients is to work a company's Chief Technical Officer to help set the tone and being a credible voice for the company's thought leadership.

Take a clue from client, Dan Cornell, who is the primary author of the Denim Group's blog, is active on Twitter and authors contributed articles such as this one in Securities Technology Monitor.

Here's some helpful tips to follow:

1.  Realize your company's CTO is busy, so start with some realistic goals for contributed stories.  Depending on your market space, aiming for two per year or once per quarter might be a great place to start. 

2.  Think about vertical market media and how your technology, platform, or service  helps solve problems or disrupt markets where you are impacting.

3.  Be helpful.  Be informative.  But don't sell.  You're being given a precious piece of real estate, on a publication's site or in their physical publication.  Respect it as such, offering helpful, practical and actionable insights that demonstrate your expertise.

4.  Build extended content from your contributed article.  Have links to related work you have done.  If you are recommending an inventory of actionable items, develop a worksheet the reader can download and take action.

5.  Embed video.  You don't need high end production values.  A Kodak Zi-8 is an ideal platform, and what I use on many of my own at my YouTube channel.  Your iPhone - or any current smartphone also produces great quality videos as well. 

6.  Don't just publish.  Engage.  As your readers for feedback.  Post your article on your social profiles and make sure your sales and business development teams do likewise.

7.  When you are pitching your story idea, look into the publication's editorial calendar, giving you a road map of what the publication is going to be covering in the year to come.

8.   Provide an abstract as a baseline for the contributed article.  Generally a paragraph or two will more than suffice - outlining what the author intends to write about, why it's timely and relevant to the readership of the publication.

9.   Make it exclusive.  While implied, make sure the editor you are working with know that this is an original body of work and that it won't appear verbatim in another publication.

10.  Buy article reprint rights.  Here's an example from Ziff-Davis.  Even in this digital world, reprints make great sales tools for your business development team.  Make sure you also adhere to linking rights.  Your milage will vary from publisher to publisher to best to inquire before you start promoting your work.

Have you had success with contributed articles?  Chime in and share your story.

Photo shot with a wide angle lens somewhere in Iceland by Alan Weinkrantz - feel free to share with appropriate credits.