Social media for crowdfunding slideshare 0711135. 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. PR Moment – data sourced from
YouGov research
© Lionel Bunting, 2013
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. 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
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
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
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
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. 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. Video considerations
Platform & segmentation
Compression rates
Length of time
Quality control
Content - structure & story
Sound & clarity
Language
Availability & shareability
© Lionel Bunting, 2013