I often get asked about what makes a good social media campaign. While not normally a fan of Kickstarter campaigns, I found one that I really admired when someone shared Passion Planner’s most recent campaign in a Facebook group. I share best practices with social media campaigns by showcasing what worked in Passion Planner’s Kickstarter campaign: aspects of shareability, authenticity, community, and social good, and of course a really good video. It’s time to dive into this successful Kickstarter project to see what we can learn and put to use in future campaigns.
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In This Episode:
- I do as much B2B as B2C consulting, so when people ask me about great campaigns, I think about those campaigns that have bubbled up to the surface on my own social media newsfeeds – those are the ones that are going to be memorable and are truly making impact
- What are best practices for memorable, authentic, transparent campaigns?
- I’m not a fan of Kickstarter projects – it’s a purely promotional excuse to get the word out about your company
- The Passion Planner Kickstarter hooked me – someone shared it in a Facebook group I’m a part of, and that person was really able to relate to it, and shared it in such a way that it caught my attention
- A great video is key whether attracting people on a Kickstarter, on a landing page, or drawing in influencers
- Passion Planner had a successful Kickstarter campaign a year ago, and created an 8.5×11 daily planner; This Kickstarter campaign is for a mini version, iPad mini size
- Video is of the founder and her story, how it helped her, how it can help you – people are the best sellers, and this video was so authentic
- How do you get more people to the landing page so you can draw them into the project?
- Once you go to order the product, it says “Share us and get the full PDF for free” – if you share the Kickstarter with a hashtag, and send a screenshot of your share, you’ll get the full PDF when the campaign ends
- Even if you don’t have the money, it allows you to contribute and get a reward – not only does it encourage sharing, but compensates it
- If you want to donate to the company after getting the PDF for free, the founder donates 100% of those donations to charity
- There’s also a “refer 3, get one free deal”
- Creates a human tie, an emotional bond that authentically allows you to get something for free by sharing, there’s a social good component
- The mention of community on the website, the goal of creating that community, is a strong move
- Once you have that community, it helps propel future success
- A lot of social media campaigns fail, but this is an example of one that really works, that goes viral, the element of social good is huge, the community aspect permeates, so it’s a brilliant example
- Even if you’re an established brand and you want to create a new product with different branding, try taking on the mentality of a startup and think about communal aspect
Resources & Links:
- How to drive social media traffic to your campaigns
- The importance of giving your social media campaign a face with video.
- 4 ways social can enhance your marketing campaigns
- More on the importance of authenticity in social.
- Here’s how to build an engaged community of your own.
Hey, this is Neal Schaffer, and welcome to another episode of Maximize Your Social. This is the week of Thanksgiving. Maybe – well, hopefully you’re not listening to this podcast on Thanksgiving Day unless you live outside of the United States where you don’t have the holiday. But I hope you’re all having a great holiday season. I am obviously in my home office getting ready for the holidays myself. Got the family in town, and well, it’s a special time of year.
So today I want to talk a little bit about social media campaigns. It’s funny, I think I remember reading it, maybe it was on the HootSuite Blog that these are the things that you should look for when hiring a social media consultant. And one of the things was have them describe to you the best campaigns of 2014. It’s funny, whenever someone asks me, and I often get asked in blog interviews, hey, what are the most memorable campaigns of 2014? I suppose if you worked at an agency and all you did was campaigns on behalf of Fortune 500 brands, you’d probably be a studier of every single brand that’s out there. I obviously do not do that for a living. I am not an agency. And I do as much B to B as I do to business to consumer business.
So for me, whenever somebody asks me about a social media campaign, I think to myself what has bubbled up to the surface? A campaign can be as great as you want it to be. There’s some campaigns you’ll never know about because they’re targeting a completely different audience. That information just may not bubble up to you. But when I start seeing things in my Facebook newsfeed, when I start seeing Tweets, when I start seeing a hashtag, when I start seeing something that has me pay attention to it, and part of it could be it could be on TV, I watch TV, I listen to the radio. It could be from a number of different factors, but those are the campaigns that for me, as an average consumer, I guess I’m a specific demographic but those are the one that are going to be memorable to me.
Unless they bubble up to the surface, I’m not going to know about them. For me, like I said, whenever I want to try and investigate what’s working and what’s not for social media campaigns that are out there, it’s very, very easy to find that information. I tend to go to social media, go to Google when I have a need to. But today I want to talk about well, what are the best practices, what’s an example of a campaign, Neal that bubbled up to the surface that really works in authentic and transparent way that businesses can help utilize.
And yesterday I had that aha moment and it doesn’t happen very often, like I said, even though I get bombarded with social media messaging every day. I suppose there’s campaigns out there, you know, on a 24/7 basis once you start looking for them in social. But yesterday, it was actually in a Facebook group, and if you’ve been listening to my podcast for the last few weeks, you should know about my own Facebook group, Social Media Center Of Excellence, as well as the fact that I’ve been joining some other groups. I’ve found some really, really good professional groups. Professional groups that are on par, if not better than LinkedIn groups because they’re better moderated and in all honesty, there’s less spam.
A lot of times your friends are in there, right? And the beauty about Facebook groups is you receive that notification when one of your friends that’s in the same group posts in that group. So there’s a certain viral aspect to it, but yesterday it was in a group where I saw an introduction to something called the Passion Planner. Now, this is going to go into my other pet peeve. This is specifically a social media campaign for a Kickstarter project. In all honesty, I am not a big fan of Kickstarter projects. I think that if you don’t have a few hundred dollars or a few thousand dollars, you should be borrowing from your friends, your parents go to a bank, what have you.
So I find Kickstarter is less of these people really need money to pursue a dream, although I’m sure that’s part of it, in more of its promotional. It’s a great way to get the word out. It’s an excuse. It is a type of social media campaign, an excuse to get the word out about your company. And there are people that love Kickstarters, that are early adopters, that are angel investors, venture capitalists, so you have an audience that is ready for them, but believe me when I get emails or Facebook messages, hey, can you help support my Kickstarter? That’s just self-promotion, and if you’re friends, sure I want to help you, but if you’re not and I’m really not interested in your product, I see no reason to, right? Because I know that you’re probably using it in a promotional way and I think that a lot of people now think this way. Two years ago it was pretty cool. It was really new. But now it’s not.
So when I see stuff for Kickstarters, it’s like okay. Next. I usually don’t have any interest, but this one really caught my attention. And the reason it caught my attention was person shared it in a Facebook group and shared it with a – it was a message, it was a type of product that really, for lack of a better word, he was able to associate with it. He was able to describe it in a sentence that made it look interesting to me. Now, when he linked to the Kickstarter page, there was also a very, very nice video and anybody who’s ever done a Kickstarter knows that the video is all-important. I think it’s not just Kickstarter. For a lot of different social media campaigns, being able to introduce something via a video, whether you’re trying to attract influences, brand ambassadors or the campaign has already started and you’re just trying to bring people to a landing page, the video often is a key element.
So one of the things that I liked about the Passion Planner, if you’re not familiar with it, because I wasn’t familiar with it, I guess a year ago the Passion Planner, which is a different way of organizing your thoughts in a daily planner actually got a huge Kickstarter campaign, a successful campaign, raised a lot of money and they created an 8 ½ by 11 Passion Planner daily planner which a lot of people say helps their productivity, helps them pursue their dreams, what have you. You have to do a search and go to PassionPlanner.com to find out more about it. But the beautiful thing about this campaign is the video is of the person who founded the company, a UCLA – well, former UCLA student.
She’s still in her early 20s and she introduces the product in her own voice showing herself in the video. So you immediately have this bond because it is a person in a video. Not a voice over and not someone that is not a person. So what that brings us to is that people are the best sellers. People associate the best with people and it’s the people centric part of this that really draws people especially if you’re trying to attract consumers. I guess it will work for B to B as well so it’s the person and it’s their story and they go through why they created this product, how it helped them, how they think it can help you.
So immediately you have a bond with the creator of the product that is set in the video that once you get to that landing page and you want to see the video, you’re drawn into it but how do we get more people to the landing page to get drawn into the video and then the product. And the Kickstarter page is full of detailed photos and what have you. Now, I should go on that the Kickstarter campaign is for – I guess last year is when they launched the product and it was successful. The Kickstarter campaign this year is for a mini version.
So the mini version is a iPad mini type of size of the same Passion Planner. So right now, and I believe we have until the end of the year – oh no, it’s only a week to go. So if you hear this by December 1st, you’ll be able to see it, go to Kickstarter and do a search for Passion Planner. You’ll see that it already has nearly 20,000 backers, raised more than $500,000 even though it only needed $10,000. But the beautiful thing about this is once you go to order the product, in fact you know what, I think it’s even on the Kickstarter page, in fact it is on the Kickstarter page, you’ll notice that if you go down the page, it says share us and get the full pdf for free. Okay. Let’s read what the text is here.
Passion Planner has evolved into the tool that I wish someone had shared with me when I was feeling lost. This year it’s helped thousands of people around the world reach their goals. I have so much belief that Passion Planner can be a catalyst to change someone’s life that I feel that anyone should be able to use it, regardless of their financial ability. That’s why I’ve decided to share it for free. If you want, share this Kickstarter on any social media with the hashtag Passion Planner hashtag, and two, shoot us an email with the screenshot of a link of where you shared it. We will send you the full pdf of Passion Planner 2015 when the Kickstarter ends completely for free for you to download print and use to pursue your dreams.
So many companies just want to get you to the Kickstarter page or to a campaign page where they want to sell you. Well, the founder of Passion Planner, Angelia Trinidad, is one smart cookie or has really, really good guidance that you don’t even have to invest in the Kickstarter but if you believe that it’s a good product, even if you don’t have any money, just share it in social media. You can download a free pdf and print it out yourself. It’s an amazing thing that when people do these campaigns and they may have a certain giveaway but sometimes it’s a sweepstakes, only one out of a million are going to win, but with every person that comes to the campaign, make it shareable, give them an excuse to want to share it. And it’s so authentic, hey, share this and you’ll get an extra five points in the campaign. No. We believe that anybody should get access to it.
If you believe in the product, even if you don’t want to invest, just have a share and we’ll give you something. I think that is a great tactic. In fact, when I went to PassionPlanner.com, and yes, I did actually order so it got me to buy, which is pretty rare in social media actually, it got me to buy their original 8 ½ by 11 which they put out last year, and believe it or not, that they’re already out of stock. I have to wait until January to get it but I still ordered it knowing that.
So there’s other things. If you go to the PassionPlanner.com site, it says what does it buy and then use Passion Planner for free. So you can print out a week for free, interestingly enough, the free pdf downloads a weekly download is available on the site as well, even not on the Kickstarter. And it’s funny because I guess a lot of people are downloading it and then wanting to send Angelina money and she says no, if it’s helped you I will donate a 100 percent of your contributions to a different charity each month. So if you want to donate, you don’t want to buy the product but you’re thankful for the free downloads, please donate here. And as she says, good perpetuating more good sounds like a win-win-win situation.
Once again, there is a strong human element here that ties into our emotions with social good. We all want to feel good about it. But if you thought that was enough, no, there’s more here. What is it? Buy. Use it for Free. And then another menu item is Get One Free. Refer Three, Get Yours Free. As she says, we believe our community is our biggest asset and we feel compelled to thank the people who share us with the world. Step One, tell your friends and followers about Passion Planner through a post, Tweet, blog, email, post it note, message in a bottle. It doesn’t matter what the vehicle is. Step Two, receive one referral credit when someone makes a purchase and lists you as their reference during checkout. Make sure they give us your email address. Number Three, once you get three referrals, you’re going to get a free planner. I am not doing this for any financial gain, by the way.
I’m just reading you the text on the site, but I wanted you to see a social media campaign and rarely a Kickstarter campaign that creates a tie, a human tie, an emotional bond with the person who created the product through the video that authentically allows you to get something free, even if you don’t want to invest in the project because you might be interested in the product, allows you to do that by authentically sharing on any social media channel that you want, and then if you really wanted to buy the actual product on PassionPlanner.com, once again, the social good component on the free page, if you want to donate, donate here. And then hey, it’s really easy to earn your free planner. In fact, when I bought my planner, it definitely said on the order form who referred you, and that’s the area where you can put your email address.
No, I’m not going to give you my email address because like I said, I’m not out here for financial gain. But that is a sign – when you can say in your text that we really want to support our community, we’re building a community. How many campaigns or websites do you see that even mention the word community. And when you mention the word community, obviously you better have a community or I don’t think it’s going to resonate with people. But assuming you have a community and I believe that this does from the amount of people that obviously were donating on the Kickstarter campaign, once again, it’s a very, very strong bold move to say it but I believe that this product does have it through all of the things that they are doing. I think that once you have that strong community, that is going to help propel future success as in creating new products, new Kickstarter campaigns for promotion. Whatever this brand decides to do. And I’m really going to be on the lookout for what happens to PassionPlanner.com as time goes. Hey, once I get mine in January next year, I’ll report back to you on this podcast about how it went.
So that’s sort of my review of a social media campaigns and how I think that a lot of them fail, but this is a rare Kickstarter campaign that I think really works, it’s going to help drive more traffic back to the Kickstarter. Create that viral component of having people share and social media. Even if you go to their website, there’s this notion of hey, share with your friends, social good, if you want to donate. I’m going to donate to a different charity, and just this whole community aspect that we are here because of our community, we want to support our community, that really permeates itself throughout everything that they say on their website. And that is just a brilliant example that I think is really hard for a lot of companies to emulate.
I think it’s easy if you’re a startup obviously. You don’t have that brand legacy. You don’t have a lot of history to deal with so obviously with no previously brand recognition, you can go out and do that, but even if you’re an established brand, if you wanted to try to create a new product with different branding, you can have the same mentality as a startup doing that, right? Hey, that’s it for another episode of Maximize Your Social with Neal Schaffer. I hope you enjoyed the advice.
Well, it’s Thanksgiving so I think we all have a lot to be thankful for. I’m thankful for my family, my health, my happiness, my friends in social media, my customers in social media and I hope that whatever you’re thankful for, you’re giving thanks to those people as well like I’m giving thanks to you on this podcast. Thank you so much everyone for your support so far on this journey. We’re almost – well, we’re over a year, right, but almost at the end of 2014. It’s time to reflect and do better next year. Be happier next year. Thank more people next year. Make more relationships next year. I’m going to cut out. Until we talk again, make it a great social day everybody, wherever you are in the world. Bye bye.
Transcript provided courtesy of GMR Transcription Services, Inc.