This keynote on How to leverage social media for crowdfunding campaigns was delivered on Malaysia Social Media Week 2015 - 22 April 2015

1. How to leverage Crowd Funding
Campaigns via Social Media and
Mainstream Media?
Presented by :
Title / Organization :
Andrew Chow
Media Strategist, IDEAS & CONCEPTS

2. Crowd
Funding
@ideasandrew

4. #Crowdfunding is Passion Marketing
@ideasandrew

5. Source:
InvestNextDoor Incorporated.

10. #1 - Show your Passion through
compelling video
1 Pitch. 2 Presenters. 3 Minutes.
4 Storyboard scenes.
5 Platforms.

13. #2 – Sell the Why, How, What & Who
We are ___________________
We want to Solve a PROBLEM
We need Money because we had to _____
So that Life can becomes better

14. #2 – Sell the Why, How, What & Who
Life will become EASIER, BETTER and FASTER
This is how we do it by _____________
We will Solve a PROBLEM together with your $
By the way, we are ___________

15. #3 - Assemble your A-Team
Roles: Manager, Mechanic, Marketer
Book: Author, Editor, Publisher
New Product: Founder, Engineers, Marketing
Music: Composer, Performers, Lyrics

16. #4 – Campaign through all Media

19. Social Media Strategy
Owned Media
Earned Media
Paid Media

20. Microsite
www.publicrelations247.com

23. Pitch: Story for Press; Angle for Media
Press Release: Write like a Journalist
Radio: Prepare the Questions; not Answers
Drip feed information: Press Alert

25. Public Relations Strategy
TV/Radio Press/Dailies/Magazines

29. Integrated Campaign Strategy
Owned Media
Earned Media
Paid Media
TV/Radio Press/Dailies/Magazines

30. $
#5 – Nurture your Crowd early
Backers of today are Ambassadors of tomorrow
Be Transparency about the use of funds
The Crowd will fund Solution; not Stupidity

31. Amos Yee

32. #6 – Build the Traction for
fund-raising Early

33. 20% Secured
All on
Day 1
Devote 10% of fund for
paid media

36. Tactics to Build Traction Early
Personalized script for key advocators
Cross Promote on different Youtube Channel
Produce a list of keywords for bloggers
Do A/B testing on Facebook ads early

38. #7 – Create Social Proof
Supporters :
Backers :
Advocators :
Ambassadors :

39. #8 – Every reward tier gives a
different customer experience
Have no more than 7 tiers of rewards
Offer the highest tier at the beginning
Be as Unique as possible

41. #9 – Never make any promise
you can’t keep
Maximum 10 weeks to campaign
Maximum 10 months to deliver
State an alternate use of the funds raised

43. #10 – Measure your success
from Day 1
Lowest 3 tiers provide 70% of the funds
Top 20% of crowd provides 80% of fund
65% of fund should be raised by midway
1 team member should have CF experience

44. $
Promise
Reason Crowd
Traction Metrics
A-Team Strategy
RewardsSocial Proof
Passion
Crowd
Funding
No Crowd. No Funding
@ideasandrew

45. Conclusion:
The right timing is NOW for crowdfunding
When the execution is right, the fund will come
Crowdfunding enables you to chase the rainbows
Social Media can only help in the campaigning,
the rest is up to you.

47. “For the young, let me tell you
the sky has turned brighter.

48. “For the young, let me tell you
the sky has turned brighter.
There’s a glorious rainbow that
beckons those with the spirit
of adventure.

49. “For the young, let me tell you
the sky has turned brighter.
There’s a glorious rainbow that
beckons those with the spirit
of adventure.
And there are rich findings at
the end of the rainbow.

50. “For the young, let me tell you
the sky has turned brighter.
There’s a glorious rainbow that
beckons those with the spirit
of adventure.
And there are rich findings at
the end of the rainbow.
To the young and to the not-so-
old, I say, look at that horizon,
follow that rainbow, go ride it.”

51. Happy Crowdfunding!
Have a great

52. @ ideasandrew