CrowdpromotingBobbie Carlton@BobbieC and @MassInno and @WomenInno

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

CrowdpromotingWho• 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

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.

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

Building the Community

• Event managers• Similar goals•Open to

collaboration•Overlapping

audiences

The Home Team Social Media

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

The First Team: Exhibitors

How Do We Do?

•Competitive•Complementary•Goal-oriented• Secondary goal:

votes/present

• 10 each month

• Reach varies

• Usually need to be

guided/taught

Second Team: The Gaggle

Gaggle: How Do We Do?

•Controlled messaging•High credibility•Community-

based• Incentive?

• 350 members

• Reach: 33+ million

• Clicks: 19,000 +

Promotion peaks at event

The excitement of a live event generates the final push

Event: How Do We Do?

• Tweetsheets•Guided•Community-

based•Grassroots vibe

• 150-450

• Reach: 5000+

• Clicks: 300-600

Self-interest isn’t bad

Don’t be afraid of self-interest. No group survives for long if one group is doing all the giving.

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

Kennedy Space Center Access

#NASASocial

#SpaceX-4

#SpaceX-4

Stuff Helps

The Boston Foundation

Materials: Lots. Instructional. Collective action

Ford Festiva Movement

Chevy: Drive the District

No materials: Experience speaks for itself

Getting Started

•Start with goals: yours and crowd’s•Must have: credibility:•Decisions: Open-ended/defined•Community building•Project/task-oriented•Level of control

Crowdpromoting: The Tools

Building a crowd: Attributes•The home team: employees?•Existing fans/new fans• Industry Influencers•Subject matter experts•Adjacencies• Combination

Building a crowd: The Offer• Content• Unique Access• Notoriety/Fame• Compensation/gifts• Opportunity• Satisfaction

Directing a crowd: Messaging•Level of control – light to tight• Materials – none to lots• Level of self-interest• Partners?

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

Connect with me• Twitter: @BobbieC or @MassInno• Email: Bobbie@innovationnights.com• Phone: 781-718-7619• Blogs:• CarltonPRMarketing.com/blog• InnovationBreakfast.com• Mass.InnovationNights.com