cleantech roundtable nov 2013 utc c techno speak to people speak
TRANSCRIPT
UTC
Cleantech Roundtable –
Techno-speak to
People-speak
© All rights reserved
John Pilmer
Measure & Adjust
Tactical Deliverables
Watering Holes-Venues
Third-Party Validation
Define Roadmap
Develop Messaging
SWOT Analysis
Research Competition
Target Markets/Publics
Communications ComplexityByline Articles
Case Studies
Press Kits
Website
Media Relations
Spokesperson
Training
Press Releases
Press Tours
Events
Social Media
Online Media
Print, Broadcast Media
B
U
D
G
E
T
Start Here© All rights reserved
Success
More Complexity - Social
Media & Online Reputation
© All rights reserved
Date: 9.29.11
Brent Brown Toyota Sucks
Horrible dealership, bad high-
pressure sales, crappy used cars,
even worse service department.
Hypothesis - Measure –Adjust to Nail Message
•Keep costs down & efficiency up using A/B testing•Garner feedback from real prospects & customers
© All rights reserved
What’s wrong with this?
“This amazing, prestigious and
sophisticated product is a quantum leap
forward and performance is a greater
order of magnitude, and will decimate the
competition. The enormity of this
tremendous advance indicates our
commitment to servicing our customers
in a forensically sound manner.”
Novell/IBM 2001…
IBM WebSphere Advanced Edition 3.5 for NetWare, the newest version of the application deployment platform for Novell Net services software such as OnDemand, iChain, Novell Portal Services and eGuide, is now available for NetWare 5.1. With IBM WebSphere for NetWare, customers can simply and securely Web-enable existing business processes using a combination of Novell Net services software deployed as Java-based applications on WebSphere. This transformation to eBusiness is accelerated through the identity, customization and personalization management power of Novell's Novell eDirectory.
Novell / IBM 2001 by the
numbers…
Words per Sentence 27 words
Sentences per paragraph 3
Passive Sentences 33%
Flesch-Kincaid Grade 20.4
Novell 2013…that’s better
Novell supports thousands of organizations around the globe, delivering software that makes the workplace more productive, secure and manageable. Focusing on today's social, mobile and multi-platform world, we help you stay competitive, minimize costs, and get more value from the software you already own.
What’s wrong?
Frankenquote:
“Nortel has established a legacy in
innovation and will continue to push the
envelope in delivering faster and more
efficient wireless capabilities with industry
leaders like QUALCOMM,” said Jean-Luc
Jezouin, vice-president, GSM/UMTS product
line management, Nortel.
Better…
“Nortel’s legacy is innovation. We push
the envelope, delivering speed to a
wireless world with industry leaders like
QUALCOMM,” said Jean-Luc Jezouin,
vice-president, Nortel.
Do this to communicate
complex concepts…
Be brief…eliminate words.
1st sentence & paragraph work
Tell a story
Everyday words & phrases
Understate rather than hype
Read the media outlet content
Do this…
Eliminate jargon & acronyms
Kill buzzwords (ie. solution; leverage)
Zero passive language
Google-friendly headline (75 char.)
Spell/grammar checker/readability
Link to detail & techie stuff on website
Content Marketing…more
than press releases
Penguin, Panda, Hummingbird
Blog
Case study,
White paper,
Twitter, Facebook, LinkedIn,
Video, infographic
???
Graphics Simplify the
Complex
Graphics Simplify the
Complex
This is better…1st
paragraph covers it
SALT LAKE CITY—xxx xxx, 2013—SpotterRF today announced the integration of its M600C compact surveillance radar by XXX in 20 of its Alaska oil field sites. XXX and video security integrator, xxx SpotterRF radar to provide mobile, rapidly deployable, and low cost situational awareness to oil field crews working in rural settings where crews are vulnerable to wildlife encroachment. Past polar bear attacks on crew members created the need for a solution. The hyper-accurate SpotterRF radar allows workers to proactively respond to approaching bears. This enables bear relocation and protection for bears and humans.
