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Cheryl Conner Presentation at SECFC13


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Using PR to support your crowdfunding campaign.

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Cheryl Conner Presentation at SECFC13

  1. 1. Using PR To Influence A Crowdfund Campaign Leveraging traditional PR, social media, thought leadership and new mediums 1
  2. 2. “Innovative and hungry” agency of PR strategy consultants • Award winning agency – Mountain West Venture Network’s Emerging Elite – Utah Valley Entrepreneurial Forum's (UVEF) Top 25 Under 25 – vSpring v100 winners • Success in multiple markets – Tech and mobile – Life Science – Business and entrepreneurship – Consumer Introduction 2
  3. 3. • Today’s media is all about telling a story • Coverage is the “story”, not the list of features – It is “pitched”, not press released – At times, product specific – Most often, a powerful story – your story • Thought leadership • Customer stories – case studies • Interesting angles to your products What is PR? 3
  4. 4. • Media coverage • Events • Contributed articles • Thought leadership blogs • E-Books, subject matter articles • Video for company YouTube channels • Company blogs, email lists • All re-purposed for social media Today’s PR takes many forms 4
  5. 5. Today’s PR is a Hybrid Model PR drives web traffic, social media, lead capture & conversions 5 Web Traffic Facebook likes Twitter followers YouTube views Email subs CRM leads Conversion $
  6. 6. • Social media is a mouthpiece for PR – Message thought leadership – Gain credible media coverage – Leverage for Facebook, Twitter, LinkedIn, Email lists • Company and key executives – Weave in personal images and topics – Be active everyday – messages and following – Embed social media streams on the web site – Hook web traffic with e-books, articles • Content is king – Varied business, social content – Visual content is highly beneficial PR can drive investment and revenue 6
  7. 7. PR drives SEO SEO drives leads and sales 7
  8. 8. Crowdfunding Success Stories Crowdfunding Advice Salt Lake Comic Con 8
  9. 9. Crowdfunding Case: SL Comic Con 1. Deliver on your promises “It is better to fail to fund than to fail to deliver” 9
  10. 10. Crowdfunding Case: SL Comic Con 2. Get Social backing for your idea. Put out a Facebook page About your campaign and see how many “likes” you can get. 10
  11. 11. Crowdfunding Case: SL Comic Con 3. Thank your backers. You can send out individualized messages to each. 11
  12. 12. Crowdfunding Case: SL Comic Con 4. Don’t overcommit on levels or bonuses It is better to offer less at first, lest you over-commit. You can Always add more later. 12
  13. 13. Crowdfunding Case: SL Comic Con 5. Factor in the costs of using the platform International shipping, gifts, etc., can cost you more than you think. 13
  14. 14. Crowdfunding Case: SL Comic Con 6. Create Titles for Funding Levels That Tie Into Your Project For example, werewolf, mummy, witch and vampire levels for a Comic book 14
  15. 15. Crowdfunding Case: SL Comic Con 7. Poll your backers Find out what they’d like for levels and Bonuses. 15
  16. 16. Crowdfunding Case: SL Comic Con 8. Use Platform to Promote your Product even after The campaign is Complete Let people know where they can reach you and how they can see your other products. 16
  17. 17. Crowdfunding Case: SL Comic Con 9. Illustrate Levels and Bonuses Graphics are easier to assimilate than words. Video is helpful as well. 17
  18. 18. • The value of PR Awareness, Longevity, Credibility, Utility • Awareness (views or CPM) – Unpaid CPM, high volume sites, viral hits • Longevity – PR gets archived into the media sites • Credibility – Third party voice carries high value • Utility – PR can be used across all marketing PR ROI vs. Advertising 18
  19. 19. • Done right, PR drives results – Web traffic, social media energy, revenue • Content is king – Thought leadership is critical to the “story” • Showcase business and industry expertise • Re-use media coverage across all marketing – Social media, email lists, sales collateral • Drive PR with the customer decision in mind – Speak to a target customer, not the entire market – What would influence them? Drive that message Summary 19
  20. 20. Cheryl Snapp Conner Managing Partner Clay Blackham Partner Web Thank you 20