This presentation discussed how to find industry leaders and connect with them to develop influential relationship and generate leads.

1. WEEK 2
BUILDING A SOCIAL PRESENCE
joy@leverage-pr.com
www.leverage-pr.com

2. JOY SCHOFFLER
PRINCIPAL
Joy Schoffler has spent her career launching high performing
startups—helping them raise capital and achieve growth through
creative publicity strategies. Leverage PR works with the leaders of
the Crowdfunding industry, investment firms, and high potential
startups. She has helped early-stage companies raise more than $20
million, make the Inc. 500 list, and secure Fortune 500 accounts. Joy
developed the first of its kind publicity platform for Crowdfunding
and growth phase companies—Crowd Builder which will be
available in early 2013. Crowd Builder will allow 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.
joy@leverage-pr.com
www.leverage-pr.com

3. JILLIAN PEDERSEN
SOCIAL MEDIA MANAGER
Jillian specializes in leading social media strategy to develop crucial
business relationships and generate the potential consumers a
business needs for growth by establishing clients as experts in their
industry. Jillian has been active in the social media realm for years
and keeps up-to-date by attending weekly webinars hosted by
other industry leaders, reading books and Internet articles, as well
as attending industry events. Jillian has contributed to multiple
blogs with social media advice and spoken at webinars. Her
accomplishments include growing startup followers on social
services by the hundreds in a matter of days and generating ROI
from new clients.
jillian@leverage-pr.com
joy@leverage-pr.com
www.leverage-pr.com

4. WHY SOCIAL MEDIA MATTERS
PRODUCE MONEY AND MEDIA ATTENTION
• SEO
• Customer Service
• Lead Generation
• Customer Loyalty
• Reputation Management
• ROI
• Reach Journalists
joy@leverage-pr.com
www.leverage-pr.com

5. BUILDING TRUST
LET SOCIAL MEDIA DO THE WORK FOR YOU
joy@leverage-pr.com
www.leverage-pr.com

6. REPUTATION MANAGEMENT
OVERCOMING NEGATIVE COMMENTS
The less web presence you have, the more negative
comments can affect your business
Your first impression is usually given by a search engine
• Have a social presence to enhance online presence
• Consistently manage social networks
• Active social interaction increases positive results
o Decreases loss of sales from negative content
• Hold loyalty programs
o Increase referrals
joy@leverage-pr.com
www.leverage-pr.com

7. MAKE YOUR LAUNCH COUNT
GIVE SOMETHING TO TALK ABOUT
• Seek out bloggers who write about product
launches
• Gather their contact information
• Give them exclusive knowledge before it is
released
• Make sure your product is ready
joy@leverage-pr.com
www.leverage-pr.com

8. BUILDING YOUR NEW MEDIA LIST
CONDUCTING RESEARCH
• Start with what you know
• Use search engines and social media
sites to find industry influencers
• Set up Google Alerts
• Use services to help
o Pitchrate.com
o HARO
o Freepublicity.com
joy@leverage-pr.com
www.leverage-pr.com

9. IDENTIFYING INFLUENCERS
TARGETING THOUGHT LEADERSHIP
Factors to determine who to
follow
• Number of followers
• Number of retweets/shares/likes
• Number of pingbacks
• Number of comments, who is
commenting, the nature of the comments
• Frequency of updates
A Social Media Influencer is a person or business • Klout score
entity that has a strong following and/or
relationship on a certain topic through one or
more social media channels.
joy@leverage-pr.com
www.leverage-pr.com

10. KLOUT
MEASURING SOCIAL MEDIA INFLUENCE
Companies give a lot of attention to influencers
• Klout is a good tool but don’t weigh it too heavily
• Not all thought leaders have a good Klout
• Dig deeper by searching out their profiles
• See if the have the qualities of an influencer
joy@leverage-pr.com
www.leverage-pr.com

11. GAINING INFLUENCER ATTENTION
BUILDING RELATIONSHIPS
Best Practices
• Create conversation
• Mention them and reply to their tweets (@)
• Retweet them
• Congratulate accomplishments
• Compliment them
• Comment on their blog and Facebook page
joy@leverage-pr.com
www.leverage-pr.com

12. BEWARE OF COMPETITORS
LOOK FOR AFFILIATES
• Identify amount of vested interest
• Are they run by a competitor?
• Are they an agent representing a competitor?
• Look at bias
• Research the blogger and the blog
• LinkedIn
• Google
• Read at least 5 articles
joy@leverage-pr.com
www.leverage-pr.com

13. LIST BUILDING
COMPILING YOUR NEW MEDIA LIST
For each contact, create an entry that includes
• Name of blog
• Name of blogger
• Affiliated website
• Personal website
• Email
• Phone
• Twitter handle
• LinkedIn profile
• Notes on the topic
joy@leverage-pr.com
www.leverage-pr.com

14. LIST BUILDING
TWITTER LISTS
Segregate influencers for ease of contact
• Create Twitter lists
• Add Influencers to a list
• Add target audiences to lists
joy@leverage-pr.com
www.leverage-pr.com

15. QUID PRO QUO
UNDERSTANDING THE COIN OF THE REALM
Influencer success stems from:
• How many people are talking about them
• Who is talking about them
• Page views
• Mentions
• Retweets
• Subscribers
• Comments
• Likes
• Connections
joy@leverage-pr.com
www.leverage-pr.com

16. QUID PRO QUO
YOU MUST GIVE TO RECIEVE
After you gain influencer
attention, you must work to keep it
• Post good content
• Retweet good content
• Favorite exceptional content
• Participate in conversations
• Backlinks
Media Tip: Backlinks are especially important for reporters. Many of them are paid by the
number of page views their story receives. If you have a journalist you really want to
connect with read and comment on their stories with insights that they might find useful.
Also offer help should they be interested in exploring a different angle to the story.
joy@leverage-pr.com
www.leverage-pr.com

17. Connect with us to learn more about Leveraging
PR to grow your business! Questions?
www.leverage-pr.com
Joy@leverage-pr.com
Subscribe to our blog for free tips:
http://www.leverage-pr.com/blog/ 512-271-9489
We love to be “Liked”
Growth Based Public
@LeveragePR
@JoyScoffler
Relations
Facebook.com/LeveragePR
Place Logo Here,
Otherwise Delete Box Leverage PR | ©Copyright 2012