Jes Baily (https://www.linkedin.com/in/jesbailey/) održala je webinar u okviru n Starter-a na temu stvaranja zajednice u doba pandemije koju možemo kasnije da aktiviramo i konvertujemo u kupce. Jes Baily (https://www.linkedin.com/in/jesbailey/) was a speaker at the new nStarter Webinar where she spoke about how to create a community in times of a pandemic that will later be activated and converted into customers.

1. FROM CROWDS TO A COMMUNITY

3. YOU CAN’T
awareness
engagement
BUY

4. SUSTAINABLE
crowd
community
CUSTOMER

5. GOALS
• Understand crowd psychology
• Analyse your current crowd
• Define your ideal customer
• Expand your crowd
• Turn them into a community
• Prepare them to become customers

6. WHY IS YOUR CROWD IMPORTANT?
• Belief Economy
• Credibility
• Trust
• Multiply your voice

7. CROWD PSYCHOLOGY IS...

8. CROWD PSYCHOLOGY IS...

9. $0 USD raised by 0 backers
0% of $50,000 flexible goal
$17,500 USD raised by 25 backers
35% of $50,000 flexible goal
$37,750 USD raised by 70 backers
75% of $50,000 flexible goal

12. 6 DEGREES OF SEPARATION
The idea that everyone in the world is six or fewer steps away from each
other

13. WHO IS IN YOUR CROWD?

14. WHO IS IN YOUR CROWD
• Age
• Gender
• Country
• City
• Timing
• Habits
• Challenges
• Aspirations

16. YOUR CROWD
• More women
• 25-54
• UK
• London/Brighton

17. YOUR CROWD
• 456/497 active members
• Fridays/Tuesdays
• Lunch-late
• Top posts 25 comments/282
views
• Top posts are engagement
posts/crowdsourced/opinions

18. YOUR IDEAL CUSTOMER
• Not everyone will be your customer
• Who do you want to interact with
• Where do they interact
• What content do they respond to
• What motivates them

19. WHO
• Who are you the target audience of?
• Use existing data
• Similarities/differences between current/ideal crowd
• As much detail as possible
• Personas:
Who
What
Why

20. WHO
WHAT
WHY

21. WHERE
• Where do you spend your time and why?
• Facebook vs Linkedin
• Twitter vs Instagram
• Radio vs Pinterest
• Quora vs Youtube
• Newspapers vs Reddit
• Meetup vs newsletter
• Hashtags vs word of mouth

22. WHAT CONTENT
• What content do you consume most?
• Video
• Photo
• Infographics
• Blogging
• Whitepapers
• Case studies
• Testimonials/Reviews
• Memes
• Related content
• Ebooks
• Printed material
• Newsletters

23. WHAT MOTIVATES
• Need
• Convenience
• Value
• Price
• Emotion
• Fear
• Power/status
• FOMO/exclusivity
• Community
• Curiosity

24. SNEAKY TIP TO HELP

25. CHECK COMPETITORS
• Who do they interact with
• Where do they interact
• What content do their crowd respond to
• What motivates their crowd

26. HOW TO EXPAND YOUR CROWD
ORGANICALLY

27. EXPAND ORGANICALLY
• the networks of your current crowd
• social media groups
• Google alerts
• landing pages
• guest blogs
• meetups
• forums
• hashtags
• PR

28. OBSERVE TRENDS

29. EVENTBRITE

30. MEETUP

31. SOCIAL MEDIA GROUPS

32. GUEST BLOGS

33. LANDING PAGE

34. GOOGLE ALERTS

35. GOOGLE ALERTS

36. GOOGLE ALERTS

37. GOALS
• S - specific
• M - measurable
• A - attainable
• R - realistic
• T - timebound

38. ONCE YOUR CROWD IS DEFINED

39. CREATE, ENGAGE, MONITOR

40. EXPERIMENT
Give your audience:
• The content they want
• On the channel they want
• In the format they want
• At the time they want
• Monitor the results

41. WHAT NOW
If it works?
• Keep going
If it doesn’t?
• Tweek and pivot

42. ADD VALUE
• What are your audiences challenges right now?
• How can you provide assistance to them?
• What can you offer them that’s different?
• How can you get them to engage with you and each other?

43. ADD VALUE

44. NEXT
• Analyse existing crowd
• Create personas
• Find target customers
• Create content
• Engage with audience
• Monitor results
• Repeat

45. TOP TIP
• Don’t rush it!
• Experiment
• Embrace this opportunity

46. THANK YOU
If this was useful let us know on Twitter: @crowdfund360
Any questions, please email info@crowdfund-360.com