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Kampányolás
- 2. Futtasd a közösségi finanszírozás kampányod Miután közzétetted a kampányod, sok munka van még hátra, pl. készíts hírverést és folytasd a projektet. Generálj! - Küldj személyes (e) leveleket - A sajtóközlemény közzététele - Közvetlen üzenetek küldése - Frissítsd a közösséged - Hirdess a közösségi médiában - Használj hír-generáló eszközöket - Szervezz kickoff eseményt Foglalkozz vele! - Válaszolj az e- mailekre és a GYIK-re - Tervezz élő K&F ülést - Indíts el egy referencia-versenyt - Látogass el offline eseményekre - Kérj visszajelzést - Szocializálódj a létrehozott csatornákon - FIGYELEM: a könnyek völgye Frissíts! - Tájékoztasd a projekt állapotát - Hozzászólás interjúk és cikkek - Küldj e-mail-hírlevelet - Emlékeztető küldése közeli kapcsolatoknak - Hírek / frissítés-terület használata a KF portálon - Kommunikálj új jutalmakkal és tágítsd a célt - Mutass be jutalmakat 2
- 3. Generálj! 3
- 4. Generálj! Küldj személyes (e) leveleket Tájékoztasd a családod és barátaitd a kampány elindításáról személyre szabott e-mailek küldésével. Forrás: Wolfgang Gumpelmaier-Mach; own 4
- 5. Generálj! A sajtóközlemény közzététele Írj egy sajtóközleményt, és küldd el a lehető legtöbb újságírónak, hogy már a kampány kezdetén bizonyos mértékű lefedettséget kapj. Forrás: EIN Presswire, http://www.einpresswire.com/article/322715459/funded-overnight-flying-tent-reached-funding-goal-on-kickstarter-within-24-hours 5
- 6. Generálj! Közvetlen üzenetek küldése Használd a Facebookot, a WhatsApp-ot és más felületeket, hogy elmondd barátaidnak a kampány kezdetét. Forrás: Wolfgang Gumpelmaier-Mach (privát beszélgetés a Facebook messengeren) 6
- 7. Generálj! Frissítsd a közösséged Ha bármi olyan történik, amit érdemes tudni, mondd el barátaidnak és rajongóidnak minden lehetséges csatornán. Forrás: SBrick a Facebookon & Twitteren, https://www.facebook.com/sbrick/photos/a.665642586817912.1073741831.662779277104243/690447121004125/?type=3&theater, https://twitter.com/smart_brick/status/491334104542359553 7
- 8. Generálj! Hirdess a közösségi médiában Használj pl. Facebook hirdetések, amelyekkel a potenciális ügyfeleket a projektoldalra vagy a webhelyre navigálhatsz, vagy növelheted a közösséged. Forrás: Facebook Advertisting, https://www.facebook.com/advertising; Paprcuts Sponsored Poszt a Facebookon, INTERACTION Sponsored Poszt a Facebookon, EXYTRON Sponsored Poszt a Facebookon 8
- 9. Generálj! Használj hírverő eszközöket Dolgozz megbízható online eszközökkel, terjeszd a kampányod hírét és érj el minél több embert. Forrás: Phonebloks a Thunderclap.it-en, https://www.thunderclap.it/en/projects/2931-phonebloks; Krowdster a Twitteren, https://twitter.com/krowdster 9
- 10. Generálj! Szervezz kick-off eseményeket Hívd meg a családod és a barátaidat egy különleges eseményre, hogy megünnepeljék a közösségi finanszírozás elindítását, és megoszthassák azt. Forrás: Vresh a Facebookon, https://www.facebook.com/vresh.at/photos/gm.1219791131392449/1197524156953559/?type=3&theater 10
- 12. Foglalkozz vele! Válaszolj e-mailekre és GYIK-re Készülj fel arra, hogy a potenciális támogatóknak kérdései vannak termékeiddel, cégeddel vagy a közösségi finanszírozással kapcsolatban és próbáld megválaszolni azokat a lehető leghamarabb. Forrás: detektor.fm a Visionbakeryn, http://www.visionbakery.com/detektorfm2/faq?ln=en; PRYNT Hírlevél, http://us8.campaign- archive2.com/?u=4ebf66042277c1a6dcf830f75&id=3302cc0a49&e=8c675a9f2b 12
- 13. Foglalkozz vele! Tervezz élő K&F ülést Adj lehetőséget a közösségnek, hogy kérdéseket tegyen fel video streaming portálok vagy a közösségi finanszírozás platform integrált eszközei segítségével. Forrás: Kickstarter Live, https://live.kickstarter.com/explore; EXCHIMP a Kickstarter Live-on, https://live.kickstarter.com/stefan-ponsold/live-stream/exchimp-ai1-virtual-reality- headset-q-and-a-session-2; 13
- 14. Foglalkozz vele! Indíts el egy irányított versenyt A közösségi finanszírozás platformok gyakran olyan egyedi URL-eket kínálnak, amelyekkel nyomon követhető, hogy mely támogató / felhasználó osztotta meg a kampányt. Ez a funkció felhasználható egy versenyeztetésre. Hagyd, hogy az emberek segítsenek terjeszteni a hírt, és kínálj valamit cserébe pl. a 3 legaktívabb támogatónak. Forrás: Indiegogo Blog, https://support.indiegogo.com/hc/en-us/articles/527406-How-do-I-run-a-referral-contest-; Krowdster Viral Contest Demo Oldal, https://www.krowdster.co/l/1578 14
- 15. Foglalkozz vele! Látogass el offline eseményekre Légy jelen a speciális iparág és a közösségi finanszírozás eseményeken, és tájékoztasd a résztvevőket a termékről / projektről. Forrás: Sebastian Zachl a Maker Fairenél, Bécsben, bemutatja az adjus.table-t (Photo by Marie Nemeth) 15
- 16. Foglalkozz vele! Kérj visszajelzést Használhatod a saját csatornáid (például zárt Facebook-csoportokat, e-maileket stb.) Vagy a közösségi finanszírozás platformok beépített szolgáltatásait, hogy értékes visszajelzést kaphass a családodtól és barátaidtól mielőtt elindítanád kampányod. Forrás: VRESH Movement a Facebookon; Visszajelzés a projektre a Startnext.de-n; 16
- 17. Foglalkozz vele! Szocializálód a létrehozott csatornákon Használd a kívánt csatornákat a közösséggel való beszélgetéshez és beszélgetéshez, hogy támogassák a projektet / okot. Forrás: Zwirbler - különleges baráti csoport a Facebookon, https://www.facebook.com/groups/zwirbler/; Soquietfilms a Twitteren, https://twitter.com/soquietfilms/status/855767995045609473 17
- 18. Foglalkozz vele! A könnyek völgye Bár mindig kommunikálsz a projektedről, készülj fel, hogy lesz néhány interakció nélküli nap. 18Forrás: CC-BY-NC-SA Karsten Wenzlaff, Wolfgang Gumpelmaier-Mach, crowdfundport.eu
- 19. Frissíts! 19
- 20. Frissíts! Értesítsd a kapcsolatid a projekt állapotáról Tartsd rajongóidat és támogatóidat informálva a projektről, és frissítsd őket a közösségi finanszírozás projekt státuszról. Forrás: Late Blossom Blues Blog, http://lateblossomblues.com/production-note-1; LUMA ACTIVE a Kickstarteren, https://www.kickstarter.com/projects/luma/luma-active-first-ever- lighting-headgear-for-outdo/updates; flying tent a Kickstarteren, https://www.kickstarter.com/projects/255929858/flying-tent-7-seconds-to-the-stars/updates 20
- 21. Frissíts! Posztolj interjúkat & cikkeket Amint megtörténik a sajtótájékoztatás, oszd meg ezeket a cikkeket és interjúkat a közösséggel, hogy további rálátásuk legyen rád és projektjeidre. Forrás: LUMA ACTIVE a Kickstarteren, https://www.kickstarter.com/projects/luma/luma-active-first-ever-lighting-headgear-for-outdo/posts/1398041; lebegő sátor a Facebookon, https://www.facebook.com/flyingtent7seconds/posts/1605932909729859?match=Zmx5aW5nIHRlbnQsZ2l6bWFn 21
- 22. Frissíts! Küldj ki email hírleveleket Használd az e-mail listáid, hogy rendszeresen frissítsd a közösséget a közösségi finanszírozás sikerekről, és a főprojekt folyamatáról is. Forrás: KEN - THE MOVIE, email hírlevél, https://us13.admin.mailchimp.com/campaigns/show?id=956405; INTERACTION email hírlevél, http://mailchi.mp/09ecae8e01ba/unser-brettspiel-ist-anders-weil-1336885?e=8d8aab786c 22
- 23. Frissíts! kKüldj emlékeztetőt a közeli kapcsolatoknak Forrás: Kickstarter reminder-feature; A támogatók néha a közösségi finanszírozás platform integrált emlékeztetőjét használják, de hatékonyabb és meggyőzőbb a személyes emlékeztetők (e-mail, közvetlen üzenetek stb.) küldése. 23
- 24. Frissíts! Hírek/frissítések terület használata a közösségi finanszírozási platformon Minden közösségi finanszírozás platformnak van hír / blogja / frissítési területe, amellyel fontos újdonságokkal informálhatsz a projektről. Használd! Forrás: Memonik a startlab.sk-n, https://www.startlab.sk/projekty/68-memonik--hmatova-spolocenska-hra/#novinky; Brlog az Indiegogon, https://www.indiegogo.com/projects/brlog- a-cooperative-brewery-on-the-croatian-coast--2/x/10470871#/updates 24
- 25. Frissíts! Kommunikálj új jutalmakat & célokat Amint elérted (minimális) finanszírozási célod, tájékoztasd támogatóid a következő célodról és - ha rendelkezésre áll - az új jutalmakról, hogy motiváld őket, és tartsd a tempót. Forrás: LUMA Active a Kickstarteren, https://www.kickstarter.com/projects/luma/luma-active-first-ever-lighting-headgear-for-outdo; adeo ALPIN a Condan, https://www.conda.at/en/startup/adeo-alpin/press-room/ 25
- 26. Frissíts! Mutass be jutalmakat Kérd meg az influencereket, hogy támogassanak a kampányod során idézetekkel, képekkel vagy ajánlásokkal, hogy befolyásolják a elérhetőségedet!! Forrás: techbold a Condan, https://www.conda.at/en/startup/techbold/; ununi.tv jutalmak a Pinteresten, https://www.pinterest.com/ununitv/testimonials/ 26
- 27. Átmenet a következő modulra A modul végén tudnod kell ... ... kampányt futtatni ... legyen ötleted az online és offline eseményekről a kampány során ... legyenek ötleteid a kampány akadályainak leküzdésére. 27
Editor's Notes
- The purpose of this module 3 is to guide you through the steps of campaigning. The module has the following sub-chapters: Generate: Raise the awareness of your community Engage: interact with your community Update: keep your community informed
- After publishing your campaign there is a lot of work to do. In the first few hours and days, you need to generate some buzz by telling as many people as possible about your project. Send out emails, publish your prepared press release, inform friends through direct messages and update your community in any given way. After that, it is all about engaging with the Crowd. Try to answer their questions via email, but also in the FAQ-section on your project-page. Also ask for feedback and involve the Crowd and last but not least, communicate with your followers on your established channels. During the campaign it is crucial to also keep your community in the loop, not only supporters, but also influencers and of course your family & friends. Update your project-page, post published interviews, send a follow-up newsletter and remind people of your campaign.
- Email is the most important channel to kickstart your Crowdfunding campaign. But be careful: Do not send mass emails.Inform your family, friends and colleagues about the campaign launch by sending personalised (e)mails, each with a different speech. Also personalise your newsletter-contacts by addressing them with their first name and their last name. In same cases it can also be useful to send out postcards or letters through mail to get the attention for your product respectively your Crowdfunding campaign.
- Prepare at least one press release for the campaign launch and send it out to potential journalists and influencers like bloggers etc. Depending on your project and campaign status, press coverage can help your leverage your reach. Sometimes it is helpful to approach certain contacts even before launching your campaign and give them exclusive content to support you right from the start. Make sure your project got at least a little bit of traction when journalists open the campaign page, because “zero-euro” projects do not get attention and will not be covered.
- In times of Social Media, channels like Facebook messenger or WhatsApp are getting more and more important. Use those channels, to tell your friends and close contacts about the launch and ask them to share and contribute. But choose wisely who you inform about your project this way, as this form of direct communication often is considered as “spammy”. Not only by the users, but also by the service-providers. For example, Facebook tracks how often you copy/paste and send the same text through its messenger and sometimes block user for this behaviour.
- Whenever something happens worth knowing, tell your friends and fans about it on every channel possible. If you reach your first 25%, communicate it. If you are on TV, tell them. If your second prototype arrived in your office/studio, show them. Try not to focus on the Crowdfunding project, but on your main project and tell background stories etc. If possible, do not copy/paste content from one into another channel and try to publish news at different times.
- Although organic growth and spreading of content always should be your preferred choice, the Facebook algorithm only shows a small part of what is happening to its users. If you want to make sure that you messages and posts are being seen, use Facebook-ads to navigate potential customers to your project-page or website. You do not need to invest much money to quickly see improvements here. Projects like Interactive, an interactive boardgame by Austrian start-up rudy games, for example used Facebook-ads to increase the visability of their project on Facebook and to make sure not only close friends noticed their game, but also other users with the same interests.
- If you already have a closely connected and tight community, also work with tools like Thunderclap to spread the word about your campaign and get some social reach. On Thunderclap.it you need to synchronize the social media accounts (Twitter, Facebook and Tumblr) of at least 100 people. Once the social media accounts are all on board, your message is posted on all the accounts at the same time.
- Invite family and friends and interested people to a special event to celebrate your Crowdfunding launch. It helps to make your project more tangible and also shows that you do not follow a top-down, but a bottom-up approach and you deeply care about what your customers think. Show your prototype, discuss further improvements, collect testimonials and most importantly, share these insights and experiences with others again, e.g. by posting a picture of someone trying your product. E.g. the owners of fashion label VRESH organised a Crowdfunding Kick Off Party at their store to on the one hand present their new product, a fair trade Jeans, and on the other hand to draw attention that these Jeans are now available on Kickstarter. The result was that the first pairs of Jeans were directly ordered that evening, which was an important boost for the campaign and a motivation for others to join.
- Be prepared that potential supporters will have questions about your product, company or Crowdfunding-related issues and try to answer it as soon as possible. It is helpful to ask friends and interested people a few questions before starting the campaign and write down the answers. This might help to react a little bit faster during the campaign. You can even post your FAQs directly on your project page on your preferred CFP.
- FAQs are important, but also try to give the crowd a possibility to ask questions live by using - for example - video-streaming portals like YouTube Live, Google Hangouts or Zoom.us. Live Q&A-sessions are a good way to involve potential customers or investors in your campaign, as they not only give you feedback on the product, but also get to know you. Some CFPs like Kickstarter for example also offer integrated live streaming tools to directly connect with potential supporters on the platform. Stefan Ponsold, founder of Exchimp - a virtual reality headset, used Kickstarter’s live video-feature a few times during the campaign to show his product and to answer questions by the users, who were watching the video. There is also a recorded version, which can be replayed later.
- Platforms often offer unique URLs to track which supporter/user shared the campaign for analytical purposes. But this feature can also be used for starting a referral contest during the campaign. In short words, by participating at a referral contest, people help you spreading the word with the chance to win a reward. Indiegogo for example uses unique URLs, which are being tracked. In its blog, Indiegogo describes how to run a so called “referral contest” to drive attention to a project-page by letting others share the link to it. In your dashboard you find an overview of all the links referred by registered users, so you can identify those with the most shares to inform them about their prize. This can be one of the regular rewards, but also a special prize. Of course you can also run a referral contest before launch to collect email addresses too, e.g. by using tools like Krowdster. Users can build a contest-page within a few minutes, using the provided templates and by adding a custom text. It can smoothly be integrated in the before-mentioned pre-launch pages to incentivize subscribers to help you spread the word.
- Although Crowdfunding is deeply combined with online and Social Media activities, it is important to also be present at special industry & Crowdfunding events. There you get the chance to explain and present your project or product in a more direct and personal way, which helps to get feedback and often leads to direct conversions (supporting your Crowdfunding-project). For example, designer Sebastian Zachl from Austria was present at the Maker Faire Vienna to firstly present his adjus.table to a broader public. He launched his campaign on wemakeit.com a few days earlier and used the offline event to raise awareness and get some first feedback on the product.
- Before you publish your campaign, let others check your project-page, the video, rewards and any of the main texts you use. You can either use your own channels (like closed Facebook groups, emails etc.) or the built-in features on CFPs to get valuable feedback from your family & friends before you launch your campaign. For example, fashion label VRESH opened a Facebook group called “VRESH movement” to update closely connected customers and friends about recent developments and also used this group to ask for feedback during the preparation of the Crowdfunding project. The team also posted the pitch video, which was then partly re-recorded and re-edited, after the Crowd feedbacked it and left inputs for further improvements. The result was a much better video, which they finally used on their Kickstarter-page later.
- Use your preferred channels to talk and chat with your community and get them to support your project/cause. If you own a Facebook page or group, use it to not only update your fans, but also talk to them about other things or try to involve them in some ways with your project. For example, Berlin based photographer and filmmaker Claudia Rorarius used Instagram during the shooting of her film KEN - THE MOVIE, but also updated her followers about Crowdfunding-related things on her channel, e.g. she posted a picture of the postcards she and her main actor Ken Stringfellow wrote for their Indiegogo-supporters. .
- Although you communicate about your project all the time, be prepared that there will be some days without any interaction after the first peak. This period is sometimes called “The valley of tears”, as the graph of attention decreases after the first few days. This usually happens at reward-based AND equity-based Crowdfunding-campaigns likewise, although in equity-Crowdfunding the attention span mostly starts a bit earlier, because investors are informed a few days in advance about upcoming investment opportunities. The more you plan your campaign, the less lower the graph falls. But the most important thing is NOT to give up, when you see the valley of tears coming. Stay focussed and engaged! Continue to communicate, interact with people, tell everyone about your project and directly point them to your project-page and last but not least, deliver content and stories and - if necassary - improve your campaign with new rewards or further information etc. In the end, this pays off and people will start paying and sharing your project again. Usually there is another peak at the end of the campaign, especially when you are close to reach the funding goal or already made it.
- Do not forget to keep your fans and supporters in the loop about the project itself, but also update them about the Crowdfunding-status. Use your blog, the update-feature on the platform, your email-lists etc. to update them about important news. It is important to let people see and feel that you care and that they are part of something. Respect and show that. Moviemaker Wolfgang Almer started a blog-series called “Production Note” during his Crowdfunding-campaign for “Late Blossom Blues, a documentary about US-blues muscician Leo Welch. He and his team used those articles for sharing status updates on the Crowdfunding-campaign, but also insights of the development and production of the movie.
- As soon as you get press coverage, share these articles and interviews with your community to provide additional insights on you and your projects. Try not to answer questions in the same words in interviews, keep them varying. This helps you to create unique content, which you can use and share with your followers.
- Use your email-lists to regularly update your community about Crowdfunding-successes, but also the process of the main project. Movie maker Claudia Rorarius ran a second campaign for her film KEN - THE MOVIE while she was shooting the film in California. Approximately once per week she provided her fans and supporters with email-updates of the trip and her shooting progress, but also added some thank-you videos and call to actions to these email-updates, to keep people involved and motivated.
- Although platforms like Kickstarter offer integrated reminder-features, which supporters can subscribe, you should send out personal reminders to your close fans, friends and colleagues. Send them a direct message via email or on Facebook messenger, informing them about the project status. Remember to add a call-to-action at the end of the message to emphasize the importancy of your notification. This procedure is more efficient and convincing and the conversion to a share of your post or a financial contribution is much higher, when people are addressed directly and on a personal level.
- Every CFP has a news/blog/update-area you can use for providing breaking or important news about your project. Use it! Croatian brewery Brlog also posted updates on the project and achivements of the cooperative even one year after the campaign ended. But of course, this features is especially important to using while your campaign is live and online, because it reaches the exact Crowd - your supporters and - depending on the platform - sometimes interested people as well.
- As soon as you reach your (minimum) funding goal, reach out for the funding limit or add a so called stretch goal and inform your supporters about this next goal. The stretch goal is mostly used for further improvement of the main product or variations, such as additional colours or sizes etc. LUMA ACTIVE for example communicated the stretch goals right from the start, using an infographic. Their initial goal was EUR 15,000 and by reaching the stretch goal of EUR 30,000 they added some more colours to their caps and headbands. If possible, add new rewards to motivate your Crowd and keep the traction going to reach the next funding level.
- Ask influencers to support you during your campaign with quotes, pictures or recommendations to leverage your reach! Influencers are not necessarily famous people, but people who reach others who could help you in reaching your Crowdfunding goal. For example, if you are running a campaign for an innovative new sports gear, identify friends who most likely be testing your product and recommend it to other athletes. Also ask them, if they could provide a short statement and use publish those testimonials on your website, your project-page and your Social Media pages. They will help you increase your reach and most importantly get some new investors or supporters on board.
- Notes to Consultants: At the end of this module, you should use the exercises in Module 7 to get your client campaign-ready.