Crowdpromoting
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This document discusses crowdpromoting, which is forming a group to expand marketing reach through teamwork. It provides examples of how different organizations, like Mass Inno and NASA, have successfully used crowdpromoting. They build communities by offering unique access, content, or opportunities to influence audiences of thousands. Effective crowdpromoting requires determining goals, building an interested crowd through offers of self-interest or satisfaction, and providing direction through controlled messaging and shared materials on social media.
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Crowdpromoting
- 1. Crowdpromoting Bobbie Carlton @BobbieC and @MassInno and @WomenInno
- 2. Crowdpromoting • Crowdpromoting: Forming a group or cohort in order to expand and extend your marketing reach and effectiveness through teamwork. • May be similar to influencer marketing where you focus your efforts on a small group of key influencers
- 3. Crowdpromoting Who • Mass Inno • NASA • Boston Foundation • Ford/Chevy What • Getting started •The principles • The tools How • Building a crowd • What’s the appeal? • The Invite • Messaging • Materials
- 4. Mass Innovation Nights • Monthly free event featuring 10 local startups: collective party. • Guests use social media to help spread the word about companies and their products. • Additional visibility from social media, launchers & newsletter • Since 2009, “MassInno” has helped launch 700+ new products.
- 5. The Mission • Support local entrepreneurs, small business owners and innovators through the use of social media to increase their visibility and reach. • Educate the audience (exhibitors and event attendees) in the use of social media for marketing purposes. • Support local economic development through the success of new businesses
- 6. Building the Community • Event managers • Similar goals • Open to collaboration • Overlapping audiences
- 7. The Home Team Social Media
- 8. How Do We Do? • Supporting the event/other events • Lots of RTs • Mission-oriented • 10K+ weekly email • 11K+ social media • SEO: 50K web traffic • Keep it grassroots
- 9. The First Team: Exhibitors
- 10. How Do We Do? • Competitive • Complementary • Goal-oriented • Secondary goal: votes/present • 10 each month • Reach varies • Usually need to be guided/taught
- 11. Second Team: The Gaggle
- 12. Gaggle: How Do We Do? • Controlled messaging • High credibility •Community-based • Incentive? • 350 members • Reach: 33+ million • Clicks: 19,000 +
- 13. The excitement of a live event generates the final push Promotion peaks at event
- 14. Event: How Do We Do? • Tweetsheets • Guided • Community-based • Grassroots vibe • 150-450 • Reach: 5000+ • Clicks: 300-600
- 15. Don’t be afraid of self-interest. No group survives for long if one group is doing all the giving. Self-interest isn’t bad
- 17. NASA Social • SpaceX-4 • Kennedy Space Center access • 20+ member team • Mission #87 • Apply & credentialed • Generated 1000s of tweets, images, clicks • Goodwill • Extends the team
- 18. Kennedy Space Center Access
- 19. #NASASocial
- 20. #SpaceX-4
- 21. #SpaceX-4
- 22. Stuff Helps
- 23. The Boston Foundation Materials: Lots. Instructional. Collective action
- 25. Chevy: Drive the District No materials: Experience speaks for itself
- 26. Getting Started • Start with goals: yours and crowd’s •Must have: credibility: • Decisions: Open-ended/defined •Community building • Project/task-oriented •Level of control
- 28. Building a crowd: Attributes •The home team: employees? • Existing fans/new fans •Industry Influencers •Subject matter experts •Adjacencies • Combination
- 29. Building a crowd: The Offer • Content • Unique Access • Notoriety/Fame • Compensation/gifts • Opportunity • Satisfaction
- 30. Directing a crowd: Messaging •Level of control – light to tight • Materials – none to lots • Level of self-interest • Partners?
- 31. Directing a crowd: Materials • Mass Innovation Nights: The Tweetsheet • NASA Social: media kits • Social media sheet • Tweets, FB posts, images • Links, Dropbox/Cubby • Click to tweet
- 32. Connect with me • Twitter: @BobbieC or @MassInno • Email: Bobbie@innovationnights.com • Phone: 781-718-7619 • Blogs: • CarltonPRMarketing.com/blog • InnovationBreakfast.com • Mass.InnovationNights.com
Editor's Notes
- Great to be back in Lowell! Thanks to the organizers for the invitation, and especially the team from Lowell.
- Pre-event we use our “gaggle” to promote each product and the live event. Those tweets, LinkedIn mentions, and Facebook posts have a combined reach of 6 million, 378 thousand, 255. In addition, the events themselves and the post event postings generated another 11 thousands tweets, reaching more than 6 million people…and this doesn’t count the tweets, Likes, LinkedIn status updates, YouTube videos and pictures that get posted from every event.