I don’t think I could have chosen a better internship class to be part of at Bamboo Skateboards. I, along with the other interns, have been given the opportunity to be a big part of the company’s month-long indiegogo campaign. I will finish the summer having learned so much about crowdfunding, understanding your consumer, and the importance of being able to translate the positive feedback we get on social media into monetary donations (and future sales after the campaign is over).
Running this Indiegogo campaign has been a great way to directly quantify all of our marketing efforts. Specific to social media marketing (particularly facebook), it’s been great to use the insights and analytics features to see which of our posts get the most attention, and then to use this information to strategise the ways we promote our campaign. A few things come into play in determining the popularity of posts, including content type (status vs. picture vs. video), the time we post, whether or not we ‘highlight’ our post (facebook), and whether or not we tag other companies in our post (increasing our reach). We’ve been messing around with these variable, and have been able to get a better idea of which post types and times are most successful, and so will have the highest chance of getting people to visit our campaign page.
Crucial to the success of implementing these social media strategies, however, is understanding that it is a process through which we will not see immediate results. Increasing our reach and influence across social media is a slow process, so we must focus on the long term advantages that will come as a result of building meaningful relationships with our followers, the skate shops that we are in (and perhaps more importantly the ones we aren’t in), and any other organisations that may be aligned with our brand.
Getting people to donate to your campaign IS the long term goal that, for at least four months leading up to the campaign launch, you should be working towards across social media. Build relationships with followers and give them ‘sneak peaks’ into your campaign. Get people excited. This will increase your chances of people donating immediately after the launch (something that is essential to crowdfunding). In addition to followers, you should have a list of other donors that are ready to do the same thing (family, friends, partner companies, etc.). The perks are also VERY important, and you need to make sure that donors feel that the value of the items they receive is far greater than the amount of money they donate to get it. This way you’ll get more people spreading the word about ‘all the great deals you can get by donating to this awesome company!.’
It’s all been an amazing learning experience, and I am super grateful to have had the chance to be so involved with the campaign. Can’t wait to see how well all our efforts pay off in the next couple of weeks!
Anyway, I don’t like to be too serious in my blog posts, so if you saw a bunch of text and just scrolled down to the video, here’s a rad song to listen to instead: