branding

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Tools for engagement

Background

• 2011 launched

SoLoCo Scotland’s first crowdfunding platform

• 2012

Nucoco chocolate and cake | branding & packaging

• 2013 Medicine’s Dark Secrets

• 2014

Patrick Geddes Library

Why Crowdfund?

• To raise awareness of your product or service

• To grow your ‘crowd’ and find ‘brand ambassadors’

• To raise funds

Know Your Vision

• Your Social Enterprise

– Think of the longer term (5 – 10 years) and how to bring people with you.

– It should be ‘unobtainable’

• The project you are crowdfunding for

– How will your project contribute to the overall vision?

Who is your ideal donor/ backer?

Step 1

Create a character for each of your ideal donors/ backers.

– Give him or her a name.

– What does he or she look like?

– What does he or she wear?

– Does he or she have children?

Check list

Step 2

What makes him or her tick?

– Will your character pay for your product/ service?

– Will they spread the word/ are they influencers?

– How do they like to communicate?

– What would you like to say to them?

Creativity

• What is your hook/ USP/ emotional pull?

Once you have identified this, think of all the ways that you can engage with your target audience

How much to raise?

Decide how much you want to raise and break it into ‘tangible’ chunks.

Is it

‘tangible’? e.g. a chef’s salary or a mobile cooking van

Engagement Chart - 1

2 months before crowdfund

BRANDING

5

EMOTIONAL

PULL

5

5

SOCIAL MEDIA

0

5

NETWORKS

REPUTATION

5

5

CAPACITY

Where are you on a scale of

1-5 for each of the

?

headings

Engagement Chart - 2

2 months before crowdfund

BRANDING

5

EMOTIONAL

PULL

5

REPUTATION

5

0

How far have you got to go?

5

SOCIAL MEDIA

5

CAPACITY

5

NETWORKS

Network Asset Map

1 month before crowdfund professional network

Donors/ backers friends

Professional network rewards friends family bloggers

Facebook

Influencers/ connectors

Twitter

LinkedIn journalists family

Tools for finding Influencers/ connectors online

• Buzzsumo

• Klout

• Followerwonk

• www.similarsitesearch.com

- just for searching for similar sites/blogs you could reach out to

• Google power search

Network Asset Map

• Everybody in your team should contribute to the Network Asset Map

• All go through phone and email contacts

• Separate all contacts into preferred methods of communication (excel spreadsheet)

– Email

– Twitter

– Linkedin

– phone

Communications Plan

• Assign a role to every member of your team

– Social media

– Project manager

– Researcher

– FTA (foot to **)

• Write down your ‘key messages’

• Write letters/ emails, tweets and FB posts using the key messages and work out when you will post them

• Work out if you want weekly themes for the campaign

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