The document discusses social media and its importance for starting a business or fundraising campaign. It provides tips for using key social media platforms like Twitter, Facebook, LinkedIn, and video marketing to expand one's network and influence, build an online brand, and develop a responsive audience to support an upcoming crowdsourcing campaign. The goal is to establish an active online presence and following prior to launching the campaign to promote it and encourage engagement.

2. Recap
• Week 1 – Brainstorming
• Week 2 – Business Planning
• Week 3 – Staying Organized
• Week 4 – Developing Your Brand
• Week 5 – Designing Your Website
• Week 6 – Social Media

3. So What Is Social Media?

4. Social Media is about
• Networking
– Meeting new people who you won’t ordinarily meet
(outside of the people you know personally)
• Sharing of ideas and concerns
– Collaboration and engagement
• A strong network is needed to run a successful
business or start-up
– You need people who support and love what you do.
Your closely nit group of friends/family WILL not cut
it.

5. Expanding Your Circle of Influence
• We all have a circle of influence
– My friends / colleagues who like the work I do
• They have a circle of influence
– Those people are the ones who like the work my colleague
does
– Chances are, I don’t know most of them
» That group of people also has a circle of influence of
people who trust them
» Chances are, I don’t know any of them
» ^--This is your audience, the people you need to
introduce your BRAND too.

7. Identifying
Users
• People who will use your
end product
Fundraising – people who are
involved in campaign
Consumers
• People who will buy your
end product
Fundraising – people who
donate to your campaign

8. Social Media – Hard Work
• You need to be vigilant and active on social
media
• People expect quick responses
• You need to do A LOT of statistical tracking,
monitoring, and constantly revisiting your
social media strategy.

9. So Why Do I Need This?
• You need advisors and supporters
– Advisors will provide input
– Supports will share what you say
• Link your “brand” to your “website”
– And later to your crowdsourcing campaign (kickstarter
/ indiegogo)
• You need a responsive following of users when
your campaign goes live.

11. LinkedIn is especially popular among college graduates and internet users in higher income
households
Facebook also has high levels of engagement among its users: 63% of Facebook users visit the
site at least once a day, with 40% doing so multiple times throughout the day

12. Twitter
Twitter Users are
Influencers
140 Character Messages –
Make Them Count

13. Twitter Tips
• When starting a tweet to a specific user, and you want everyone to see,
DO NOT start with
“@SoandSo you are correct!”. Instead:
– “.@SoandSo you are correct!”
• Retweet, Retweet, and Retweet
– But don’t only fill your feed with Retweets
• Follow Friday
– Do this. Identify your most active users, and let the world know. People will do
the same for you.
• Hashtag as often as you can, but #don’tbeannoying #aboutit
#becauseitmakesyoulookweird
– But if you are talking about #startups or #libraries or #coolideas people who
follow those hashtags will see your tweet

16. Analytics
• Followerwonk.com

17. Analytics
• Set up monitoring for your website, brand names, etc
• Commun.it

18. Scheduling Posts
• You should schedule updates about your
project so your followers may remain
informed, and share those updates with
others.
• Use graphics and videos!
• Communit.it is recommended– free limited,
but worth paying for the plan.
• HootSuite is good – but they have been
limiting it more and more.

19. Scheduling Posts
• Schedule posts with articles during peak times
• Klout.Com – Will also post to LinkedIn

20. Followers / Unfollows
• You want to follow users that share interests
and are engaging on twitter.
• JustUnfollow.Com to help monitor who
follows and who unfollows.

21. Facebook
• Facebook users are engaging
• When developing a Company Page and you
are paying for advertising, focus on getting
more “Likes”
– Those people who like your page can constantly
be marketed too, versus paying for a status update
or a link to your website.

22. Facebook Tips
• Be part of as many groups as you can that
match your
– Target Market
– Interests
– Collaborative Goals
And be active in those groups – communicate,
like, and share.
• Have some humor. People like jokes and will
share things they find amusing

23. LinkedIn
• A great place to write longer articles and have
them shared in your network:
My recent post was not successful.
If someone where to like my post, I would
expand my social influence to the next circle
(So those people’s connections)
If one of their connections engaged my update
I would expand to the third circle. That is my
goal

24. LinkedIn Tips
• Like and share posts
• Be part of groups and be an active member
– If you are doing a project that requires some coding,
talk about that development language and see if you
can get others to help when your stumped.
• Write recommendations and endorse others.
• Be sure to have both your personal profile
completely filled and your company profile
accurate and complete.

25. Recommended Strategies
• Use twitter to push out updates on Facebook.
– https://support.twitter.com/articles/31113-using-
twitter-with-facebook
• However, LinkedIn does not let twitter push to
Facebook. Use LinkedIn to share articles and
longer bits of information
– http://twitterfeed.com/; have your blog posts
update to LinkedIn, Twitter and Facebook

26. Building Your Image
• Essentially, use of social media allows you to build
your image and brand more.
• Start doing this now; create accounts and start
contributing to the conversation. People will look
you up online, and want to see what have you
done.
• This is great for SEO. When people search for
your idea to decide whether or not to fund, you
want your positive interaction to show.
• People simply will not want to help fund your
idea if you don’t have an online presence.

27. Controlling Your Image
• Brandyourself.com

28. Social Media Wins
• On Social Media, customer service is
everything

29. Social Media Fails

30. So How To Manage Social Media?
• You want to provide timely updates
• You want to share stories
• You want to contribute conversations and
handle customer complaints, in a positive
manner.

31. Setting Your Goals
• You want a solid following of users on your
social media accounts before launching your
campaign.
• Let your followers know about the campaign,
and get them excited for launch date.
• Encourage them to RT

32. Video Marketing

33. Creating a video
• Short and to the point
• This is the video that people will watch quickly
to get information on whether or not to fund
your project.