© Lionel Bunting, 2013

Social media for crowdfunding

Presented by: Lionel Bunting

Image source: trezy.tv

© Lionel Bunting, 2013

Today’s Workshop

Mainstream social media

Social media etiquette

Build followers

Creating content

Segmentation & RACE

© Lionel Bunting, 2013

XX

xxxxx

available platforms

© Lionel Bunting, 2013

four toys

© Lionel Bunting, 2013

Know your audience

Dominated by women, ethnicity white, with higher

than average education, relatively high income

bracket, more rural

More women than men, ethnicity black, dominated by

18-29 year olds with some college education, more

urban

Dominated by 18-34 year old men, consuming 300

videos per month avg. mixed income, slightly higher

urban areas

Relatively equal male/female split, larger proportion

or ethnic groups in 18-29 year olds, very few over

50s, broad spectrum education and income, more

focussed on urban areas

© Lionel Bunting, 2013

PR Moment – data sourced from YouGov research

© Lionel Bunting, 2013

By numbers

Blogs 63% more likely to influence purchasing decisions than

magazines

Companies that blog generate 5x more traffic

Articles with images get 94% more views

Sites using infographics grow on avg. 12% more than those who

don’t

58% of audience stop watching videos in first 90sec

Sites with video 50% more likely to be ranked on page 1

Using video on landing pages increase conversions by 86% Optimind technology

© Lionel Bunting, 2013

Brand promiseCommitment to deliverMade between consumer and brand

Aligned to the priorities of, and influences on, the decision maker

Retail brands & luxury marques often intend to make the pulses of buyers quicken 

Balmer & Grey (2003) refer to the corporate brand as a collection of promises encompassing the brands physical & emotional benefits to buyer.

Image source: blackcoffe.com

© Lionel Bunting, 2013

Engaging content

Image source: upstream.co.uk

© Lionel Bunting, 2013

Content creation & engagement ideas

Regular blog

Guest blogs

How to page

White papers

Guides & booklets

Advice & FAQs

Content curation

Surveys & polls

Demos

Free tools

Infographics

Themed gallery

Video content

Webinar

Social media tools

Social share

function

Competition

Influencers & brand

ambassadors

3rd party reviews

Focus group

Events & tweetups

PR activity

Sponsorship

© Lionel Bunting, 2013

Engaging content

Image source: upstream.co.uk

© Lionel Bunting, 2013

Sales funnel

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RACE ReachBuild awareness on

other sites & in offline media to

drive web presence

ActEncourage audience to interact with

brand on website or other online

ConvertAchieve conversion to marketing goals such as fans, leads

or sales on web presence & offline

EngageBuild customer & fan relationships through time to

achieve retention goals

Developed by Dave Chaffey

© Lionel Bunting, 2013

Social platforms exercise

© Lionel Bunting, 2013

Crowdsourcing mistakes

People don’t know you

No one knows what you’re on about

No clear USP

No communication strategy

Not encouraging the audience

Failure to connect or ignite viewers

Unrealistic goals

No conversions

Useful sources: Mashable, Searchengineland, Smartinsights

© Lionel Bunting, 2013

© Lionel Bunting, 2013

Etiquette

Remember social media is social

Interaction is expected

Avoid shameless self promotion

Hashtagging adds tone, subject &

humour

Opinions count so do share

Post frequently & timely

Following, likes & connections speaks

volumes – choose wisely

Avoid automation

Keep it simple – link or hashtag Image source: Clarissa Collakoppen

© Lionel Bunting, 2013

Inactive statement don't forget we launch our crowdfunding pitch on Sunday at 10am

Entertaining statement bouncy, bouncy, bouncy... aah that new pocket sprung bed is just the best! #dreamy

Promotional tweetif you didn't get the Gazette this week you missed our great offers - top grade 3+2 seater leather sofas for £1399 #bargain

Retweet with comment RT @_atelier82: The 100 richest Chinese are worth more together than Ireland's entire GDP  http://shortlink.here (wow great fact)

Responding to a question@chiuni students can gain support for their creative arts projects at kickstarter http://shortlink.hereCall to action wow, lots more people signed up to our business investment shoutout this week - if you haven't pledge yet visit us now... http://shortlink.here

Interactive & entertainingthe bells, the bells – we’re raising money to save the bells – what will you abseil 100ft for? http://shortlink.here #churchjump 

© Lionel Bunting, 2013

Video considerations

Platform & segmentation

Compression rates

Length of time

Quality control

Content - structure & story

Sound & clarity

Language

Availability & shareability

© Lionel Bunting, 2013

Review

Mainstream social media

Social media etiquette

Build followers

Creating content

Segmentation & RACE

Video considerations