Crowdpromoting basics

Editor's Notes

• #5: How many of you have been to a Mass Innovation Nights events?
• #6: How many of you have been to a Mass Innovation Nights events?
• #7: How many of you have been to a Mass Innovation Nights events?
• #8: How many of you have been to a Mass Innovation Nights events?
• #9: How many of you have been to a Mass Innovation Nights events?
• #10: Billboards are Advertising = money control
• #11: The Parade: Promotion/Event
• #12: The News (Mass Media)
• #13: The Circus: PR Mayor, “Everybody loves the circus.”
• #14: Social media is like giving a megaphone to everyone in the circus tent. Social media extends the reach and efficiency of word of mouth. Think about your friends and friends of your friends. Social media allows you to reach more people. With social media today, anyone can be the media. For example, Ashton Kutcher made headlines when he beat CNN in the race to a million Twitter followers. True, he’s a celebrity but with the multiple twitter accounts I manage, I can reach thousands of people myself. For every connection you add on LinkedIn, you are extending your network an average of 91 people (because that is how many people the average LinkedIn user has as connections.) If I have 1300 LinkedIn connections which translates to more than 10 million LinkedIn network connections. What kind of reach do you have when everything you say is being pushed to a million people? Instead of your target market being comprised of single white males between the ages of 28 and 39, social media allows you to have a target market comprised of individuals. Every day people are raising their hands in social networks. I like long distance running and I am looking for a new pair of sneakers says one person. I’m going out to buy a new cell phone says another. Where else can you find people telling you exactly what they want and allowing you to talk to them directly! The key here is to make sure you are communicating with your customers or your influencers and not just shouting to a random mob.
• #15: The network effect: how social media works for marketing
• #16: The network effect: how social media works for marketing
• #17: We started experimenting with a concept we call crowdpromoting
• #18: First: Why Ants live in colonies consisting of millions of individuals. They don't have leaders. ... They are able to work together effectively because they all have the same goal for the good and unity of the colony. What is Crowdpromoting? Well, like ants, we’re working together for the common good. While I do own a PR and Marketing agency and I get awesome referral from MIN companies, we actually spend very little time on promotion. Most of our time on Mass Innovation Nights is spent on working with the hosts on the event itself. The crowd promotes the event
• #20: Everyone involved needs to benefit – the host, the guests, the entrepreneurs, the experts
• #21: In terms of promoting each event, we rely upon a group of allies – other events and organizations in the Boston area.
• #24: But many people don’t make the connection to search. Think about the last time you made any big purchase. What’s the first thing you did – that’s right, turned to Google, or Bing or Yahoo, or YouTube. All roads lead to search. First, some background – there are really two kinds of search – paid and so-called Natural. In the case of Google, paid search is Google Adwords. The ads at the top of the page or on the side that companies pay for. Natural search is not paid but it is resource intensive. You need to satisfy the Googlebots, the spiders that crawl the web and help match your site to a searcher’s query. There are 127 different items that impact the algorithm and your ranking.
• #26: We’re back to the megaphone. As I mentioned earlier, Social Media extends your reach and word of mouth – but it is also a direct interaction with your audience. It requires you be authentic and have a voice and not just broadcast a message repeatedly like you do on TV, Radio or in newspapers. You need to be engaged. You need to make a commitment to it and to your community or else it won’t be effective. If you only shouted and never listened, you’d never succeed.
• #28: A diverse group is a broad group
• #29: Social media amplification – how does GaggleAMP work
• #30: We are not the only organization who uses crowdpromoting
• #31: We are not the only organization who uses crowdpromoting
• #33: Goals are where we start with all marketing programs. What do you want to accomplish with your marketing program? Different marketing programs can have very different goals. For example, a “Buy now” program is very different from a “try now” program. You can create marketing programs designed to get your current customers to advocate for you, recommending other potential customers try out your product or you can create a marketing program that targets your prospects directly. You can also say that your product launch is about funding. If you want to present youself to potential funders, you may want to look at a very different set of channels.
• #34: Once you have your goals and you know who your target market is, it is time to find them. There are some great tools out there for this. For example, the website for the book Groundswell has a nice tool that tells you what kind of social media user your target market is likely to be based on age, sex, income, etc.
• #36: Social media is done mainly with written text – although a greater portion is now visual as you know by the YouTube explosion – You Tube is the second most widely used search engine. Words can be a wonderful way to pump up the volume on your SEO strategy which is how you rise in the search engine results in sites like Google and Bing! Conversely, if you use video or pictures, you might stand out more. Where a keyword might return thousands of hits on Google, searching Youtube for the same thing might yield hundreds of videos. It may be easier to stand out in that crowd. And speaking of standing out – make sure your website ranks for words that have meaning for your customer.