Joy Schoffler has spent her career launching high performing startups—helping them raise capital and achieve growth through creative publicity strategies. Leverage PR works with the leaders of the Crowdfunding industry, investment firms, and high potential startups. She has helped early-stage companies raise more than $20 million, make the Inc. 500 list, and secure Fortune 500 accounts. Joy developed the first of its kind publicity platform for Crowdfunding and growth phase companies—Crowd Builder which will be available in early 2013. Crowd Builder will allow companies to leverage the power of publicity to increase investor dollars, close new accounts, and grow their businesses. Joy is the Chair of the Publicity Committee for the CFPA.
JOY SCHOFFLERPRINCIPAL
Jillian specializes in leading social media strategy to develop crucial business relationships and generate the potential consumers a business needs for growth by establishing clients as experts in their industry. Jillian has been active in the social media realm for years and keeps up-to-date by attending weekly webinars hosted by other industry leaders, reading books and Internet articles, as well as attending industry events. Jillian has contributed to multiple blogs with social media advice and spoken at webinars. Her accomplishments include growing startup followers on social services by the hundreds in a matter of days and generating ROI from new clients.
JILLIAN PEDERSENSOCIAL MEDIA MANAGER
•SEO•Customer Service•Lead Generation•Customer Loyalty•Reputation Management•ROI•Reach Journalists
WHY SOCIAL MEDIA MATTERSPRODUCE MONEY AND MEDIA ATTENTION
The less web presence you have, the more negative comments can affect your business
Your first impression is usually given by a search engine• Have a social presence to enhance online presence• Consistently manage social networks• Active social interaction increases positive results
o Decreases loss of sales from negative content• Hold loyalty programs
o Increase referrals
REPUTATION MANAGEMENTOVERCOMING NEGATIVE COMMENTS
MAKE YOUR LAUNCH COUNTGIVE SOMETHING TO TALK ABOUT
• Seek out bloggers who write about product launches
• Gather their contact information• Give them exclusive knowledge before it is
released• Make sure your product is ready
• Start with what you know• Use search engines and social media
sites to find industry influencers• Set up Google Alerts• Use services to help
o Pitchrate.como HAROo Freepublicity.com
BUILDING YOUR NEW MEDIA LISTCONDUCTING RESEARCH
Factors to determine who to follow
• Number of followers• Number of retweets/shares/likes• Number of pingbacks • Number of comments, who is
commenting, the nature of the comments• Frequency of updates• Klout score
IDENTIFYING INFLUENCERSTARGETING THOUGHT LEADERSHIP
A Social Media Influencer is a person or business entity that has a strong following and/or relationship on a certain topic through one or more social media channels.
Companies give a lot of attention to influencers
•Klout is a good tool but don’t weigh it too heavily•Not all thought leaders have a good Klout•Dig deeper by searching out their profiles•See if the have the qualities of an influencer
KLOUTMEASURING SOCIAL MEDIA INFLUENCE
Best Practices
• Create conversation• Mention them and reply to their tweets (@)• Retweet them• Congratulate accomplishments • Compliment them• Comment on their blog and Facebook page
GAINING INFLUENCER ATTENTIONBUILDING RELATIONSHIPS
• Identify amount of vested interest• Are they run by a competitor? • Are they an agent representing a competitor?• Look at bias• Research the blogger and the blog
• LinkedIn• Google
• Read at least 5 articles
BEWARE OF COMPETITORSLOOK FOR AFFILIATES
LIST BUILDINGCOMPILING YOUR NEW MEDIA LIST
For each contact, create an entry that includes
• Name of blog• Name of blogger• Affiliated website• Personal website• Email• Phone• Twitter handle• LinkedIn profile• Notes on the topic
LIST BUILDINGTWITTER LISTS
Segregate influencers for ease of contact
• Create Twitter lists• Add Influencers to a list• Add target audiences to lists
QUID PRO QUO
Influencer success stems from:
• How many people are talking about them• Who is talking about them• Page views• Mentions• Retweets• Subscribers• Comments• Likes• Connections
UNDERSTANDING THE COIN OF THE REALM
QUID PRO QUOYOU MUST GIVE TO RECIEVE
After you gain influencer attention, you must work to keep it
• Post good content• Retweet good content• Favorite exceptional content• Participate in conversations• Backlinks
Media Tip: Backlinks are especially important for reporters. Many of them are paid by the number of page views their story receives. If you have a journalist you really want to connect with read and comment on their stories with insights that they might find useful. Also offer help should they be interested in exploring a different angle to the story.
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