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

© Li...
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...
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 tra...
Brand promise
Commitment to deliver
Made between consumer and brand
Aligned to the priorities of, and influences on, the d...
Engaging content

Image source:
upstream.co.uk

© Lionel Bunting, 2013
Content creation & engagement ideas
Regular blog

Demos

Competition

Guest blogs

Free tools

Influencers & brand

How to...
Engaging content

Image source:
upstream.co.uk

© Lionel Bunting, 2013
Sales funnel

© Lionel Bunting, 2013
Reach

RACE

Build awareness on
other sites & in offline
media to drive web
presence

Engage

Act

Build customer & fan
re...
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 ...
© Lionel Bunting, 2013
Etiquette
Remember social media is social
Interaction is expected

Avoid shameless self promotion
Hashtagging adds tone, s...
Inactive statement
don't forget we launch our crowdfunding pitch on Sunday at 10am

Entertaining statement
bouncy, bouncy,...
Video considerations
Platform & segmentation
Compression rates
Length of time
Quality control
Content - structure & story
...
Review
Mainstream social media
Social media etiquette
Build followers
Creating content
Segmentation & RACE
Video considera...
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Social media for crowdfunding slideshare 071113

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Slides for a social media workshop for delegates on a crowdfunding workshop. Looking at things from the angle of strategy development in advance of launching a crowdfunding pitch.

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Social media for crowdfunding slideshare 071113

  1. 1. Social media for crowdfunding Presented by: Lionel Bunting Image source: trezy.tv © Lionel Bunting, 2013
  2. 2. Today’s Workshop Mainstream social media Social media etiquette Build followers Creating content Segmentation & RACE © Lionel Bunting, 2013
  3. 3. XX xxxxx available platforms © Lionel Bunting, 2013
  4. 4. four toys © Lionel Bunting, 2013
  5. 5. 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
  6. 6. PR Moment – data sourced from YouGov research © Lionel Bunting, 2013
  7. 7. 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
  8. 8. Brand promise Commitment to deliver Made 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
  9. 9. Engaging content Image source: upstream.co.uk © Lionel Bunting, 2013
  10. 10. Content creation & engagement ideas Regular blog Demos Competition Guest blogs Free tools Influencers & brand How to page Infographics White papers Themed gallery 3rd party reviews Guides & booklets Video content Focus group Advice & FAQs Webinar Events & tweetups Content curation Social media tools PR activity Surveys & polls Social share function Sponsorship ambassadors © Lionel Bunting, 2013
  11. 11. Engaging content Image source: upstream.co.uk © Lionel Bunting, 2013
  12. 12. Sales funnel © Lionel Bunting, 2013
  13. 13. Reach RACE Build awareness on other sites & in offline media to drive web presence Engage Act Build customer & fan relationships through time to achieve retention goals Encourage audience to interact with brand on website or other online Convert Achieve conversion to marketing goals such as fans, leads or sales on web presence & offline Developed by Dave Chaffey © Lionel Bunting, 2013
  14. 14. Social platforms exercise © Lionel Bunting, 2013
  15. 15. 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
  16. 16. © Lionel Bunting, 2013
  17. 17. 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
  18. 18. 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 tweet if 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.here Call 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 & entertaining the bells, the bells – we’re raising money to save the bells – what will you abseil 100ft for? http://shortlink.here #churchjump © Lionel Bunting, 2013
  19. 19. Video considerations Platform & segmentation Compression rates Length of time Quality control Content - structure & story Sound & clarity Language Availability & shareability © Lionel Bunting, 2013
  20. 20. Review Mainstream social media Social media etiquette Build followers Creating content Segmentation & RACE Video considerations © Lionel Bunting, 2013

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