Rising above the noise in Silicon Valley

1. Rising above the noise in Silicon Valley David Bailey, Text 100 Public Relations

2. We have + 25 years of experience in technology communication � from introducing Microsoft across Europe to being appointed global agency for IBM We are the world�s only global boutique agency Our people-chemistry and thinking out of the box are our most valued assets Our award-winning campaigns are always created to meet and exceed your business goals

3. Just a small sample of our clientsJust a small sample of our clients

4. Text 100 San Francisco Established in 1997 25 communications consultants 2008 Silver Anvil Award, Marketing Business-to-Business Category Holmes Report New Media Agency of the Year 2007 PRWeek Innovation of the Year, 2007

5. Founded in 2003 2 offices: Beijing and Shanghai with access to major tier 2, tier 3 cities A team of 50 bilingual staff, combination of Chinese nationals and seasoned expatriates �The fastest growing multinational PR agency in 2005 and 2006� ranked by CIPRA Winner - Best HR Practice in Leadership Development 2006 "CHINA STAFF" Magazine

6. Key members of Text 100 China

7. Silicon Valley Pulse, right now

8. Earnings on the rise

9. M&A heating up . Healey recalled the comment of an executive at a big valley company: "People are calling me and saying, 'We've got a month's worth of capital left. Will you buy me?' ". Healey recalled the comment of an executive at a big valley company: "People are calling me and saying, 'We've got a month's worth of capital left. Will you buy me?' "

10. VC funding still in short supply Bright spot in VC: Soros commits $1 billion to clean tech - San Jose Mercury News Some stats on the current environment: Q3 numbers just came out�not very promising. Venture-capital funds are on track this year to invest between $15 billion and $20 billion in new companies compared with about $30 billion in each of the last two years, according to a report released by the National Venture Capital Association and PricewaterhouseCoopers accounting firm. � The declining investments mean fewer companies are likely to receive funds. During the first three quarters of 2009, the report counted 1,900 deals compared with more than 3,000 for the same period a year ago. http://www.washingtonpost.com/wp-dyn/content/article/2009/10/19/AR2009101903582.html?hpid=topnews http://www.google.com/hostednews/ap/article/ALeqM5iOAL2MHkz34eYmYagsbyPJ6XGkzAD9BEUR6G5 � � Clean tech has shown improvement though� Recent reports from research firms shows signs of improvement in cleantech investment. Third quarter investing rose to $1.59 billion, representing 134 deals in North America, Europe, China, and India. Following a rebound in 2Q �09, the 3Q �09 total is up a further 10 percent compared to the previous quarter. � Web 2.0 is getting more investment than traditional IT�. Looking closer at the numbers, a good news for our Internet industry. IT, or information technology, is the top spot when attracting money. Last year it was overshadowed by health care, but now leads the VC attention. � And within that IT umbrella, Web 2.0 investments not only are continuing but in fact they beat traditional software investments for the first time. VentursSource says Web 2.0 deals improved 11 percent from last year, for a total of $627 million in 86 deals. http://www.iblnews.com/story/51271 Bright spot in VC: Soros commits $1 billion to clean tech - San Jose Mercury News Some stats on the current environment: Q3 numbers just came out�not very promising. Venture-capital funds are on track this year to invest between $15 billion and $20 billion in new companies compared with about $30 billion in each of the last two years, according to a report released by the National Venture Capital Association and PricewaterhouseCoopers accounting firm. � The declining investments mean fewer companies are likely to receive funds. During the first three quarters of 2009, the report counted 1,900 deals compared with more than 3,000 for the same period a year ago. http://www.washingtonpost.com/wp-dyn/content/article/2009/10/19/AR2009101903582.html?hpid=topnews http://www.google.com/hostednews/ap/article/ALeqM5iOAL2MHkz34eYmYagsbyPJ6XGkzAD9BEUR6G5 � � Clean tech has shown improvement though� Recent reports from research firms shows signs of improvement in cleantech investment. Third quarter investing rose to $1.59 billion, representing 134 deals in North America, Europe, China, and India. Following a rebound in 2Q �09, the 3Q �09 total is up a further 10 percent compared to the previous quarter. � Web 2.0 is getting more investment than traditional IT�. Looking closer at the numbers, a good news for our Internet industry. IT, or information technology, is the top spot when attracting money. Last year it was overshadowed by health care, but now leads the VC attention. � And within that IT umbrella, Web 2.0 investments not only are continuing but in fact they beat traditional software investments for the first time. VentursSource says Web 2.0 deals improved 11 percent from last year, for a total of $627 million in 86 deals. http://www.iblnews.com/story/51271

11. Is it a good time to be a start up?

12. Big is back Corporate giants were on the defensive for decades. Now they have the advantage again August 27, 2009 The New New Economy: More Startups, Fewer Giants, Infinite Opportunity The stars of finance are fleeing for smaller firms; it's the only place they can imagine getting anything interesting done. May 22, 2009 Two views Economist: To a degree, the financial crisis is responsible. It has devastated the venture-capital market, the lifeblood of many young firms. Governments have been rescuing companies they consider too big to fail, such as Citigroup and General Motors. Recession is squeezing out smaller and less well-connected firms. But there are other reasons too, which are giving big companies a self-confidence they have not displayed for decades. The entrepreneurial boom was supercharged by two developments. Deregulation opened protected markets. Two further developments are shifting the balance of advantage in favour of size. One is a heightened awareness of the risks of subcontracting. A second is the emergence of companies that have discovered how to be entrepreneurial as well as big. These giants are getting better at minimising the costs of size (such as longer, more complex chains of managerial command) while exploiting its advantages (such as presence in several markets and access to a large talent pool). Wired: What we have discovered over the past nine months are growing diseconomies of scale. Bigger firms are harder to run on cash flow alone, so they need more debt (oops!). Bigger companies have to place bigger bets but have less and less control over distribution and competition in an increasingly diverse marketplace. Those bets get riskier and the payoffs lower. And as Wall Street firms are learning, bigger companies are going to get more regulated, limiting their flexibility. To all the usual reasons why small companies have an advantage, from nimbleness to risk-taking, add these new ones: The rise of cloud computing means that young firms no longer have to buy their own IT equipment, which helps them avoid having to raise money or take on debt. Likewise, the webification of the supply chain in many industries, from electronics to apparel, means that even the tiniest companies can now order globally, just like the giants. In the same way a musician with just a laptop and some gumption can accomplish most of what a record label does, an ambitious engineer can invent and produce a gadget with little more than that same laptop.Economist: To a degree, the financial crisis is responsible. It has devastated the venture-capital market, the lifeblood of many young firms. Governments have been rescuing companies they consider too big to fail, such as Citigroup and General Motors. Recession is squeezing out smaller and less well-connected firms. But there are other reasons too, which are giving big companies a self-confidence they have not displayed for decades. The entrepreneurial boom was supercharged by two developments. Deregulation opened protected markets. Two further developments are shifting the balance of advantage in favour of size. One is a heightened awareness of the risks of subcontracting. A second is the emergence of companies that have discovered how to be entrepreneurial as well as big. These giants are getting better at minimising the costs of size (such as longer, more complex chains of managerial command) while exploiting its advantages (such as presence in several markets and access to a large talent pool). Wired: What we have discovered over the past nine months are growing diseconomies of scale. Bigger firms are harder to run on cash flow alone, so they need more debt (oops!). Bigger companies have to place bigger bets but have less and less control over distribution and competition in an increasingly diverse marketplace. Those bets get riskier and the payoffs lower. And as Wall Street firms are learning, bigger companies are going to get more regulated, limiting their flexibility. To all the usual reasons why small companies have an advantage, from nimbleness to risk-taking, add these new ones: The rise of cloud computing means that young firms no longer have to buy their own IT equipment, which helps them avoid having to raise money or take on debt. Likewise, the webification of the supply chain in many industries, from electronics to apparel, means that even the tiniest companies can now order globally, just like the giants. In the same way a musician with just a laptop and some gumption can accomplish most of what a record label does, an ambitious engineer can invent and produce a gadget with little more than that same laptop.

13. The good news:Silicon Valley loves stories about technology and business innovationVCs and media alike So first, VCsSo first, VCs

14. Lead with the customer, not the technology �Your first presentation to VCs is not about you. Nor is it directly about your technology. It's about the customer problem and pain that your solution can solve, and why it is relevant to today's market. Distribute your biography and company history on a single leave-behind sheet. If the audience wants more information about your background, they will ask.��Your first presentation to VCs is not about you. Nor is it directly about your technology. It's about the customer problem and pain that your solution can solve, and why it is relevant to today's market. Distribute your biography and company history on a single leave-behind sheet. If the audience wants more information about your background, they will ask.�

15. The Problem your prospects face, with a keen focus on a target market The Evolution of solutions addressing the problem The Criteria for Competitive Advantage relevant to your target market Introduction of Your Company (only now do you introduce your company)- Corporate Summary- Market Size & Opportunity - Product Suite & Roadmap- Benefits & Competitive Advantages- Sales Strategy- Financial Results and Forecasts- Investment Strategy Summary specifying action items you'd like to undertake with the VC Control the agenda with a great presentation Paint a picture of a "day in the life of the customer" to highlight the pain your target audience goes through each day. Explain why current solutions are unsatisfactory for meeting this critical business need. Then, tell the audience why and how your solution will meet this need and capture market-share growth faster than any other competitive solution. This is a compelling story. Top-class VC presentations use no more than 20 slides and tend to follow this outline:Paint a picture of a "day in the life of the customer" to highlight the pain your target audience goes through each day. Explain why current solutions are unsatisfactory for meeting this critical business need. Then, tell the audience why and how your solution will meet this need and capture market-share growth faster than any other competitive solution. This is a compelling story. Top-class VC presentations use no more than 20 slides and tend to follow this outline:

16. More on telling the story

18. Why does it matter?

19. brand methodology�four ways to connect Apple�think of the ads, the cool mac guy versus the nerdy PC. It says something about YOU. Icon�Disney. But for tech, IBM�you�re safe (no one ever got fired...) Power�where many, most tech companies live. I make better widgets than anyone else. Explorer�I empower you. The user is the hero and they can be better, achieve more with my products. Apple�think of the ads, the cool mac guy versus the nerdy PC. It says something about YOU. Icon�Disney. But for tech, IBM�you�re safe (no one ever got fired...) Power�where many, most tech companies live. I make better widgets than anyone else. Explorer�I empower you. The user is the hero and they can be better, achieve more with my products.

22. messaging platform

23. The Strategic Objective Compelling and innovative messaging that reinforces brand attributes and drives strategic, differentiated and on-message coverage that supports the business Our Specific Deliverables Get consensus on how we describe Company X Develop a messaging hierarchy for Company X Develop differentiated messages within the hierarchy The Strategic Objective Compelling and innovative messaging that reinforces brand attributes and drives strategic, differentiated and on-message coverage that supports the business Our Specific Deliverables Get consensus on how we describe Company X Develop a messaging hierarchy for Company X Develop differentiated messages within the hierarchy

24. case study of a brand transition

25. The changing nature of communications

26. That was then�

27. �this is now

28. Fundamental changes� Several years ago a colleague of mine put this change into context. There are seeing a change in the way we communicate. It is emerging in three major dimensions that are interrelated: society, business and technology. These three dimensions are united by one trend � the concept of peering Several years ago a colleague of mine put this change into context. There are seeing a change in the way we communicate. It is emerging in three major dimensions that are interrelated: society, business and technology. These three dimensions are united by one trend � the concept of peering

29. The world has changed

30. Highlights from the report: News is shifting from being a product - today's newspaper, Web site or newscast - to becoming a service - how can you help me, even empower me? A news organization and a news Web site are no longer final destinations. 81% of national broadcast journalists, 80% of local broadcast journalists, 63% of local print journalists, and 53% of national print journalists still say that their traditional medium - not the Web - is the priority at their companies.Highlights from the report: News is shifting from being a product - today's newspaper, Web site or newscast - to becoming a service - how can you help me, even empower me? A news organization and a news Web site are no longer final destinations. 81% of national broadcast journalists, 80% of local broadcast journalists, 63% of local print journalists, and 53% of national print journalists still say that their traditional medium - not the Web - is the priority at their companies.

31. Traditional and social media have an increasingly symbiotic relationship Traditional media cites other traditional media titles much more frequently than it references blogs. Even blogs cite traditional media more often than other blogs An influential set of blogs are emerging � the Power 50 But some traditional media�and a growing �power 50 bloggers��exert tremendous influence 31

32. Bottom line: people want� Participation Openness Conversation Community Connectedness Real time

33. What this means for PR�and you Less monologue, more dialogue and group discussion More direct engagement with stakeholders More direct impact on the business environment More audiences and spokespeople to deal with More methods of monitoring and measurement Less control of the message

34. Appendix�references and resources

35. Even the most highly cited blog in our analysis, The Huffington Post, is cited far less often that traditional print media (slightly over 1,500 times vs. over 18,000 for The Wall Street Journal). In fact, the Huffington Post is cited even less frequently than the Houston Chronicle, which was cited close to 3,000 times. Traditional Media - Most Cited by Traditional Media

36. Traditional Media - Most Cited by Social Media This relationship also holds true for the sources most often cited by blogs based on total no. of inbound links as identified by Technorati.

37. Context Analytics Rankings of the Most Influential Blogs in Traditional Media 37

38. �Most Influential Blogs in Traditional Media (contd.) 38

39. 39 �Most Influential Blogs in Traditional Media (contd.)

40. �Most Influential Blogs in Traditional Media (contd.) 40

41. �Most Influential Blogs in Traditional Media (contd.) 41

42. 100 VCs you should follow on Twitter http://www.designaesthetic.com/2009/06/01/global-vc-twitter-directory-or-100-vcs-you-should-follow-on-twitter http://text100.com/ The Five Most Important Lessons of Presenting to VCs http://www.goto-silicon-valley.com/articles/mike-gospe/making-the-pitch.shtml Other links/resources