Increase your Social Capital for Crowdfunding: Practice Safe Crowdfunding

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19 June 2013Joy Schoffler, Principal, Leverage PRMary Juetten, Founder & CEO

Increasing your Social Capital for Crowdfunding

5 Steps to Safe Crowdfunding

IDENTIFY IP

PROTECT IP

PICK A PLATFORM

RAISE SOCIAL CAPITAL

CREATE PITCH

Joy Schoffler is the Principal of Leverage PR, a full service publicity firm specializing in finance, legal and technology PR services. Leverage PR works with the leaders of the crowdfunding industry, investment firms, investment associations, and high potential startups. Firms Joy has worked with have risen over a $100 million in capital (more than $20 million was raised directly by Joy), made the Inc. 500 list multiple times, and been acquired.

Joy additionally founded CrowdBuilder.co a first of its kind publicity platform for crowdfunding and growth phase companies—CrowdBuilder allows 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 and sits on the Board for CFIRA on the Ad-hoc Committee. Joy served over 8 years in the Army Reserves and Guard as a Finance and Public Affairs Officer.

Get Social: @joyschoffler | @crowd_builderwww.facebook.com/crowdbuilder

JOY SCHOFFLERPRINCIPAL OF LEVERAGE PR

When you stand out—others notice

• Investor dollars• Mainstream press• Expert reputation• Speaking engagements• Analyst interest• Writing opportunities• Partnership opportunities• Customers• Better terms with suppliers

WHY MEDIA ATTENTION MATTERS


• Build a high-quality social media presence• Acquire a number of targeted high-quality

followers and fans on all of your social profiles• Conduct all of the work needed to prime your

network for a crowdfunding campaign or product launch

• Secure several media hits• Build a high quality digital presence complete

with new bios, better branding and stronger company messaging

• Lay all of the groundwork for crowdfunding campaigns

BUILDING YOUR CROWDIN UNDER 6 WEEKS


What does the outside world see when they look at your company?Your online presence is everything! • Websites• Logo/ design• Business cards• Social media profiles and streams • Bio• Branding and imaging

WEEK 1GETTING READY FOR THE SPOTLIGHT


To Influence you have to become an Influencer!

• LinkedIn groups for your Industry• Paper.li• Klout • The golden rule• Share good content and engage

BUILDING SOCIAL MEDIA PRESENCE


WEEK 2PLOTTING YOUR COURSE

• Every good publicity campaign begins with a clear understanding of what a company wishes to accomplish

• Short term, medium term and long term goals need to be defined

• PR campaigns should achieve your overall business objectives, to be considered a success


Research and Writing the Keys to Publicity Success

•Build a media list •Set Google Alerts and craft your pitches based on these alerts•How to find the perfect investors online—without soliciting them

BUILDING A TARGET MEDIA LIST


Failing to Plan is Planning to FailComponents of a Successful Media Plan:

• Press releases• Why email is more effective than a press release• Speaking engagements and award nominations• How to turn recommenders into contributors • Content creation best practices• The “pitching” schedule road map • Editorial calendars and lead times

WEEK 3PLANNING FOR SUCCESS


Tell a Good StoryPR isn’t simply about stating facts or announcing straightforward news. It’s about telling a good story to the right audience at the right time. A great press release/email pitch is crafted to tell the story behind the words, to trigger ideas and possibilities in other people’s heads and to indicate the direction your company is going, without stating it explicitly.

What is your Story?Not sure how to tell your story? Here are a few steps you can take to find your angle- Break your organization down into three categories:

• People• Mission• Events

“NIM" test: new, interesting, and memorable.

WEEK 4HOW TO GET INVESTOR AND MEDIA ATTENTION


Closing the media on a story and closing investors for a capital raise follow a similar path—master one and you will succeed at both!

PITCHING AND REVISIONS Better bring your best to the mound

• Best times and days to pitch• How should you pitch? • Who should you pitch, first- the A,B,C’s of successful pitching• Create compelling sound bites• Revise your pitch around the message people hear• Develop a 20-second elevator pitch• What problem are you solving with your solution?• Expect the best, plan for the worst and prepare to be surprised• Use feedback to revise your pitch


Create Content

• Get your name in the marketplace• Increase SEO• Organically climb to the top of search engines• Position yourself as a thought leader• Provide journalists and customers with resources• Earn trust with journalists

WEEK 5THE ART OF CONTENT CREATION


• Research your target market and find a topic they would enjoy• Create an outline• Answer the following questions

o What is the objective?o What is the topic?o Who is the target reader? o What is the problem that will be addressed?o What is the proposed solution? o Is there any primary research on the topic?

BLOGS AND WHITEPAPERS


• Offer an exclusive on data • Set Google Alerts for your industry• Connect to reporters on social media• Share their content • Comment on their stories• Offer to help them • NEVER MISS A DEADLINE• Don’t Pitch off Topic• HARO and ProfNet

WEEK 6BUILDING RELATIONSHIPS WITH THE MEDIA


Capitalize on your 5 minutes of fame

THE INTERVIEWGet ready for “The Interview”• Prepare and ensure you have data/trends on hand• Be on time• Work your goals into your angle• Use data that shows your strength• Learn how to talk and write in sound bites• Transition an interview to highlight key topics important to you• Stay in control of the interview• Recognize and avoid landmines• What to say if you don’t know an answer you should• Always send a follow up interview summarizing the data and

points you want them to print


• Being quoted as a subject matter expert will give you an advantage over your peers who are just telling people they are experts

• Dramatically improved search results will increase site traffic and be more impressive in the online due diligence process for investors and contributors

• Increases your credibility to potential customers• Could be used as a way to show there is a market for your services• Include coverage in investor packages and deal rooms to increase company profile

CROWDFUNDING COMPANIESA SPECIAL NOTE


Want to Build Your Crowd?WEEK 2CrowdBuilder is a step-by-step platform that incorporates all of the tools, systems,

templates, expert knowledge, reporting and on-call expert social media and public relations talent needed to help companies gain the visibility they need to skyrocket to success in 6 weeks.

Within 6 weeks you will have: • Built a high-quality social media presence• Acquired a number of targeted high-quality followers and fans on all of your social

profiles• Conducted all of the work needed to prime your network for a crowdfunding campaign

or product launch• Secured several media hits (one is guaranteed or we will refund the cost of the Basic

program back to you*)• Built a high quality digital presence complete with new bios, better branding and

stronger company messaging• Laid all of the groundwork for your crowdfunding campaign


Are You Ready to Leverage Publicity to Grow Your Business?

All Traklight referrals will receive an 5%

discount off all CrowdBuilder Services

Enter “TraklightWebinar” at

checkout to receive your discount

[email protected]


mailto:[email protected]

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Increase your Social Capital for Crowdfunding: Practice Safe Crowdfunding

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