cheryl conner presentation at secfc13
Post on 19-Oct-2014
195 views
DESCRIPTION
Using PR to support your crowdfunding campaign.TRANSCRIPT
![Page 1: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/1.jpg)
1
Using PR To Influence A Crowdfund Campaign
Leveraging traditional PR, social media,thought leadership and new mediums
![Page 2: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/2.jpg)
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
![Page 3: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/3.jpg)
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?
![Page 4: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/4.jpg)
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
![Page 5: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/5.jpg)
5
Today’s PR is a Hybrid Model
PR drives web traffic,social media, lead capture & conversions
Web TrafficFacebook likesTwitter followersYouTube viewsEmail subsCRM leadsConversion $
![Page 6: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/6.jpg)
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
![Page 7: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/7.jpg)
7
PR drives SEO
SEO drives leads and sales
![Page 8: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/8.jpg)
8
Crowdfunding Success Stories
Crowdfunding Advice
Salt LakeComic Con
![Page 9: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/9.jpg)
9
Crowdfunding Case: SL Comic Con
1. Deliver on your promises
“It is better to fail to fundthan to fail to deliver”
![Page 10: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/10.jpg)
10
Crowdfunding Case: SL Comic Con
2. Get Social backing for your idea.
Put out a Facebook pageAbout your campaign and see how many “likes” you can get.
![Page 11: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/11.jpg)
11
Crowdfunding Case: SL Comic Con
3. Thank your backers.
You can send out individualized messages to each.
![Page 12: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/12.jpg)
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.
![Page 13: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/13.jpg)
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.
![Page 14: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/14.jpg)
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
![Page 15: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/15.jpg)
15
Crowdfunding Case: SL Comic Con
7. Poll your backers
Find out what they’d like for levels andBonuses.
![Page 16: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/16.jpg)
16
Crowdfunding Case: SL Comic Con
8. Use Platform to Promote your Product even after The campaign is Complete
Let people know wherethey can reach you and how they can see yourother products.
![Page 17: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/17.jpg)
17
Crowdfunding Case: SL Comic Con
9. Illustrate Levels and Bonuses
Graphics are easier to assimilate than words. Video is helpful as well.
![Page 18: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/18.jpg)
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
![Page 19: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/19.jpg)
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
![Page 20: Cheryl Conner Presentation at SECFC13](https://reader035.vdocuments.us/reader035/viewer/2022062613/54448a23afaf9fa8098b4951/html5/thumbnails/20.jpg)
20
Cheryl Snapp ConnerManaging [email protected]
Clay [email protected]
Web www.SnappConner.com
Thank you