Twitterholic – Engage, Engage and Engage for Crowdfunding Glory

By Sally Rosen     |     September 11, 2013

Welcome to the third in an on-going series of blogs on using social media to boost your crowdfunding campaign.

Over the previous two weeks we reviewed the importance of social sharing to successful crowdfunding campaigns and went over specific strategies for Facebook.  This week we’ll focus on Twitter and the Twitterverse.

Similar to Facebook, Twitter is one of the top referral locations for crowdfunding campaigns on KickstarterIndiegogoGoFundMe, and other crowdfunding platforms.  Having over 550 million active users (and ~135,000 new users each day) posting 58 million tweets per day truly demonstrates how influential Twitter is in the digital realm. The Twitter world is one of the top emerging sources for news because of its fast pace, and launching your crowdfunding campaign should be big news!

Twitter can be intimidating to many brands, but remember that fast does not mean inefficient when the platform is properly utilized. As we’ll learn later on in this post, repetition, repetition and repetition is one of the top ways to ensure that your project and its news do not get lost in the ever-flowing Twitterverse.

Getting Started

Before setting up your project’s Twitter account, we recommend that you create a Facebook page to serve as the ultimate hub of easily-scannable social information for your project.

Yay! Facebook page established.  Moving on…

Your project’s Twitter page should serve as a source for project-related news and engagement/personality.  Twitter users have very different expectations for content than Facebook users do.  They might consider a brand posting 5 times/day on a Facebook Newsfeed to be overload.  At the same time, a Twitter user will most likely have no idea how much your have posted that day because your posts will be integrated and diversified among dozens of tweets from the other accounts that they follow.

But how do you establish yourself as  a news source and personality on Twitter to support your project?

What Do I Say?

Once you have your Twitter account established, decide which outlined categories your content will fall under. Some categories we have observed brands employing in our research include:

  • Self-promotion of original content – Share updates about your project or ask users to retweet or Favorite your post

  • Self-promotion with news articles – Share articles, blog posts, or any type of publicly published content commending your project (including retweets from original authors’ Twitter accounts)

  • Retweets – Retweet users who supported your campaign and have tweeted about it

  • Replies – Reply to users who mention the campaign in a positive light or who have questions or comments

  • Education – Post thematically relevant and shareable content that educates, inspires or otherwise intrigues your fans

Feel free to work with these or create your own, as they’ll allow you to not only self-promote and share reviews but also establish a personality among your fans by appreciating their feedback.  When retweeting or replying to a user, add in your own voice. Here are a few examples:

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Fangamer and Wool & Prince both add personality in their Tweets with subtle effort through using phrases like “Coolest thing ever!’ and “We’ll take care of ya!” This phrasing establishes a sense of casual enthusiasm that often resonates among crowdfunding fans.

How Much Do I Say?

Earlier we mentioned how important repetition is and how excessive content does not phase the average Twitterverse citizen. When you launch and announce your project, your Twitter page should blow up. For example, Kickstarter project Nice Laundry tweeted a total of 46 times on its first day.  Of those 46 tweets, the categories broke down by numbers into:

  • Self promotion of original content: 6/46

  • Retweets of users who mentioned the project: 10/46

  • Replies to users who mentioned the project: 30/46

The following day, Nice Laundry posted 49 tweets. This number might seem a little intimidating, but it is important to note that when you include a Twitter @handle at the beginning of the tweet (as seen in the Fangamer and Wool & Prince examples) the tweet only appears in the Newsfeed of anyone who follows both you and the mentioned user. Engaging more users and humanizing your brand is of critical importance, so don’t worry too much about the numbers, and instead focus on the voice.

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Moving Forward

After the initial commotion about your project has calmed down a little, begin building your brand image for the long-term.  Keeping users up-to-date on the status of your project shows them that you are still growing and encourages others to join in (like a fad).  Continue retweeting articles (and thanking the authors) about your campaign, as positive press is always a good thing.

Overall Lessons

You Grow from Where You Start, So Start Big

The first couple of days of your campaign are critical in establishing a connection to your social media fan base.  Don’t be afraid to follow users who are influencers on Twitter. Companies in your industry are a good place to start.

Get Your Video Out There, Then Do It Again

Having users see your project video is one of the most meaningful ways to communicate your brand’s voice. (Nice Laundry included its video in 12-15% of tweets initially). Even if users have seen the video before, they can ignore it, and others who haven’t are now presented with the opportunity.

Engage, Engage, and Engage

Demonstrating engagement by replying to and retweeting users is crucial to establishing trust in your project among fans and those still on the fence. Retweeting articles about your project is also essential because it establishes brand credibility and authenticity.

And one last thing, as you develop your brand and deepen connections among your customers, remember to cross-promote other platforms like Instagram and Facebook on Twitter.  Doing so benefits all of your platform accounts, your project and your fans.

Thanks and good luck in the Twitterverse!

About Sally Rosen

Interactive Associate at Room 214 working on social media strategy and best practices. Student, Middle Child, Hockey Fan, Fashion Follower, and Advertising Appreciator. East coast raised and Colorado living.

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