digital marketing for building your crowdfunding network : tactics for engaging community
DESCRIPTION
Digital Marketing for Building Your Crowdfunding Network: Tactics for Engaging Community, presented in Powell, Wyoming for The Local CrowdTRANSCRIPT
Digital Marketing for Building Your Crowdfunding Network
Tactics for Engaging Community
Aliza Sherman!@alizasherman!
1. Overview of Social Media
2. Crowdfunding Elements
3. Social Media Meets Crowdfunding
4. The Importance of Storytelling
5. Building Your Following
6. Engaging Your Community
7. Boosting Your Campaign
A brief history of crowdfunding
Crowdfunding!!
Internet!!
Crowdsourcing!!Social Networks!!Web!
Overview of Social Media
Overview of Social Media
Online tools that make it easy to publish content online and share it. Accounts are basically profiles with connections (friends, fans, followers) and a publishing platform.
Social Networks Video Sharing Image Sharing Blogs Location-based
Popular Types of Social Media
Mobile Social Media
Mobile access to social networks and social media tools changes everything.
Crowdfunding Elements
Crowdfunding Elements Crowdfunding requires: A campaign – What you are asking for, why you’re asking, what you’ll do. A platform – The tool you use to manage your campaign. An audience – Who you’re asking.
Crowdfunding Parts A crowdfunding campaign contains: Story – The informative sales tool. Video – The emotional sales tool. Perks – Carefully constructed list of benefits for each level of investment. Updates – Informing and engaging investors.
Social Media Meets Crowdfunding
Social Media & Crowdfunding
Crowdfunding evolved out of crowdsourcing which came into existence because of the Internet and our ability to connect to many people through social networks. Without social media connections, it can be more challenging to put a crowdfunding campaign into motion.
Social Media Helps Crowdfunding
Don’t put all your eggs in the social media basket. Social media can be a key driver of awareness for your crowdfunding campaign with the potential for greater and greater reach. But while social media is an essential part of a successful crowdfunding campaign, it isn’t the only part.
Not Just Social Media
The Importance Of Storytelling
A strong crowdfunding campaign story incorporates: ² The Idea/Need ² The Team ² The Vision ² The Challenge ² The Rewards
4. The Importance of Storytelling
And Emotion
² What is the idea you have or the need of your community or business?
² Why is it important?
² Why should anyone care?
The Idea/Need
Idea/Need
² Who are the key players in the project?
² What are their credentials?
² Why should anyone trust your team?
The Team
Idea/Need
Team
² What is your vision for the outcome of the project?
² How do you plan to get to that outcome?
² How can others help you get there?
The Vision
Idea/Need
Team
Vision
² What is the greatest challenge you must overcome?
² How will you address that
challenge head on?
² How will you empower others to help you meet the challenge?
The Challenge
Idea/Need
Team
Vision
Challenge
² What good will come of this project?
² What ways will you reward your investors?
² How will you sustain the project after funding runs out?
The Rewards
Idea/Need
Team
Vision
Challenge
Rewards
Building Your Following
! ! ! !
"I'd rather have 100 followers who care than 1000 fans who ignore me.” -- @alizasherman
1. Brand your Facebook Page. 2. Share to your personal profile. 3. Create share-worthy content. 4. Develop an editorial calendar.
Branding - Consistency
Shareworthy content?
1. Visual 2. Relevant to your target 3. Clear and easy to understand 4. Strikes a chord
Visual
Relevant
An Editorial Calendar
1. Start with key dates 2. Craft clear calls to action 3. Target specific audiences 4. Schedule in regular updates 5. Increase frequency and urgency as
deadline approaches 6. Build in opportunities to announce
milestones
Schedule Thoughtfully
1. Brand your Twitter page. 2. Properly craft your tweets. 3. Use inline images and link to video. 4. Develop an editorial calendar.
Branding - Consistency
Twitter inline images
Twitter inline images
Video in the Twitterstream
1. Build up your contacts. 2. Message your personal contacts. 3. Update your news feed. 4. Develop an editorial calendar
LinkedIn Updates
Engaging Your Community
Engaging Your Community
Use a combination of tools to get and keep the attention of investors. Make them stakeholders. Get them to invest more than just their money. Provide them with content and images they can use to share your campaign.
Don’t Underestimate Perks Variety of levels (donation tiers). Meaningful options. Limited offers. Tangible rewards. Deliver.
Don’t Underestimate Updates
Build enthusiasm. Announce milestones. Encourage sharing. Be consistent.
Boosting Your Campaign
Tools to Boost Your Campaign 1. Your email list
2. Your media list
3. Your social networks
4. Your stakeholders’ contacts
5. Advertising
Email List Use a 3rd party email software to reach potential supporters. Use your crowdfunding platform’s communications tool to reach actual supporters. Friendly Robust MailChimp Vertical Response Emma Infusionsoft
Media List Engage your local, regional, statewide and even national media. Relationships & referrals Press releases PitchEngine ($20 each) Wire Services
Social Networks Use the tools where you’ll reach more of the right people quickly.
Stakeholders Contacts Mine your own contacts for their contacts. Don’t just look to individuals but also: Organizations Agencies Civic Clubs Publications
Advertising Traditional ads may be out of your budget, but social media advertising on Facebook and Twitter can help you: 1. Build your followings 2. Boost awareness of your campaign 3. Target key audiences 4. Provide shareable content
Ads on Facebook
Boost a Facebook Post
Twitter Ads
Drive them to 1 main place Direct people to your campaign page. Messages should lead to the main place where people can: Find your story. See how to help. Share. Your social networks should consistently lead to your campaign.
Your Need!!
One way of thinking:!!
Their money & ! word of mouth!
!
Your Idea!!Your Team!!Your Story!
Their Ability to Help!!
Another way of thinking:!!
! !Get! !Funding!!
Their Idea!!Their Buy-In!!Their Enthusiasm!
$ $ $ $ $ $
Questions
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