Learn how to increase your social capital from Leverage PR's Joy Schoffler. TIps and Tricks for growing your crowd BEFORE you crowdfund. Brought to you by Traklight.

1. "TRAKLIGHT", "ID YOUR IP", "IP VAULT", and "IP CLOUD" are
registered trademarks of The PIP Vault, LLC. © MMXIII The PIP
Vault, LLC. All Rights Reserved.
19 June 2013
Joy Schoffler, Principal, Leverage PR
Mary Juetten, Founder & CEO
Increasing your Social
Capital for Crowdfunding

2. 5 Steps to Safe Crowdfunding
IDENTIFY IP
PROTECT IP
PICK A PLATFORM
RAISE SOCIAL CAPITAL
CREATE PITCH

3. 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_builder
www.facebook.com/crowdbuilder
JOY SCHOFFLER
PRINCIPAL OF LEVERAGE PR

4. 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

5. • 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 CROWD
IN UNDER 6 WEEKS
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

6. 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 1
GETTING READY FOR THE SPOTLIGHT
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

7. 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

8. WEEK 2
PLOTTING 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

9. 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

10. Failing to Plan is Planning to Fail
Components 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 3
PLANNING FOR SUCCESS
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

11. Tell a Good Story
PR 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 4
HOW TO GET INVESTOR AND MEDIA ATTENTION
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

12. 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

13. 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 5
THE ART OF CONTENT CREATION
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

14. • 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

15. • 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 6
BUILDING RELATIONSHIPS WITH THE MEDIA
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

16. Capitalize on your 5 minutes of fame
THE INTERVIEW
Get 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

17. • 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 COMPANIES
A SPECIAL NOTE
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

18. 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
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

19. 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
info@leverage-pr.com
512-271-9489
Get Social: @joyschoffler | @crowd_builder
www.facebook.com/crowdbuilder

20. 10% OFF
A Collaborative IP Vault
Visit Traklight.com
Use the coupon code WEBINAR05
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21. Mary Juetten
mejuetten@traklight.com
@traklight
Facebook.com/traklight
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