Neal shares best practices with social media campaigns by showcasing Passion Planner's Kickstarter campaign and what can be learned from it.
speaker 0: 0:00
welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence. Neil Schaefer. Hey, this is Neil Schaefer and welcome to another episode of Maximize Your Social. This is the week of Thanksgiving. Maybe we'll Hopefully you're not listening to this podcast on Thanksgiving Day unless you live outside of the United States. But you don't have a 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 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 hoot suite Blawg that you know these are the things you should look for when hiring a social media consultant. And one of the things they said was, you know, have them describe to you the best campaigns of 2014. It's funny whenever someone asked me and I often get asked, You know, Blawg interviews. Hey, what are the 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 study or 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 business to consumer business. So for me, whenever someone asked me about a social media campaign, I think to myself what has bubbled up to the surface campaign can be as great as you wanted to be. There's some campaigns will never know about because they're targeting a completely different audience that you know, that information just may not bubble up to you. But when I start seeing things in my Facebook news feed, 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 listened to the radio. You know, 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 ones that are gonna be memorable to me. And unless they bubble up to the surface, I'm not going to know about them. And, you know, for me. Like I said, whenever I wantto tryto investigate what's working, what's not for social media campaigns that are out there? It's very, very easy to find that information. I tend to, you know, go to social media, go to Google when I have a need to. But today I want to talk about well, you know, what are the best practices? What what's an example of a campaign Neil that bubbled up to the surface that really works in authentic and transparent way that businesses can help utilize. And yesterday I had that ah ha moment, and you know, it doesn't happen very often, Like I said, even though I get bombarded with social media messaging every day, I suppose those campaigns out there, you know, I had a 24 7 bases. Once you start looking for them and social. But yesterday it was actually in a Facebook group. And if you've been listening my podcast for the last few weeks, you should know about my own Facebook group, Social Media Centre of Excellence, as well as the fact that I've been joining some other groups. I found some really, really good professional groups. Professional groups that are on par is not better than linked in groups because they're better moderated. And in all honesty, there's less spam. And a lot of times your friends were in the right, and the beauty about Facebook groups is you receive that notification when one of your friends, it's in the same group posting that groups, 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 gonna 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 kick starter projects. I think that if you don't have a few $100 or a few $1000 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. And Maura 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 kick starters that are early adopters that our angel investors venture capitalists. You have an audience that is ready for them. But, you know, believe me when I get emails or Facebook messages Hey, can you help support my Kickstarter? It's like that's that's just self promotion. And if you're a friend, sure, I want to help you if you're not and I'm really not interested in product. I see no reason to write because I know that you know, you're probably using it in a promotional way, and I think that a lot of people now think this way two years ago was pretty cool. It's really new, but now it's not. So. You know, when I see stuff for kick started this 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 in a Facebook group and shared it with a You know, 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, and he was able to describe it in a sentence that may don't 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 kick starter for a lot of different social media campaigns being able to introduce something via video, whether you're trying to attract influencers, brand ambassadors or the campaign has already started, and you're just trying to bring people the landing page. The video often is a key element, so one of the things I liked about the passion plan or 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 and a daily planner actually got a huge Kickstarter campaign. A successful campaign raised a lot of money, and they created it. Eight and 1/2 by 11. Passion Planner Daily Planner which a lot of people say helps increase their productivity, helps them pursue their dreams. What have you You have to do a search and go to passion planner dot 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 U. C. L. A. Will former U. C L A student She's still in her early twenties Ban. She introduces the product in her own voice, showing herself in the video. So you immediately have this thing, this bond, because it is a person in a video, not a voice over, and not someone that is not person. So you know what that brings us to is that people are the best sellers. People associate the best people, and it's the people centric part of this, which really draws people, especially if you are trying to attract consumers. I guess it will work for me to be a cz well, but 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 A bond with the creator of the product that is set in the video that once you get to that landing page, 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 in the Kickstarter pages is full of detailed photos or what have you now? I should go on that the Kickstarter campaign is for I guess last year was when they launched the product that was successful. The Kickstarter campaign this year is for a mini version, so the mini version is a You know, I've had many type 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 kick started, do a search for Passion Planner. You'll see that 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's a share us and get the full PdF for free. Okay, let's read what the Texas here passion planner has evolved into the tool that I wish someone shared with me when I was feeling lost. This year has helped thousands of people around the world reach their goals. I have so much belief that Passion Planet could be a countless 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 hostile passion planner half stag, and to shoot us an email with a screen shot of a link of where you shared it, we will send you the full PdF of Passion plan in 2015 when the Kickstarter ends completely for free for you to download, print and used to pursued your dreams. You know 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 know 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 in social media. You know you can download a free PdF in and printed out yourself. It's 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 1,000,000 gonna win. But with every person that comes the campaign make it share a bill, give them an excuse to want to share it, and it's so authentic. Hey, share the, you know, share this and you'll get an extra five points in the campaign. Now we believe that anybody should get access to it if you believe in the product, even if you don't wanna invest. Just have a share in. We'll give you something. I think that is a great tactic. In fact, when I went to Passion fan or dot com and yes, I actually did order. So it got me to buy, which is pretty rare on social media. Actually, it got me to buy their original eight and 1/2 by 11 which they put out last year And believe it or not, that they're already out of stock after Wait, no genuine to get it. But I still ordered it, even knowing that. So you know, there's other things. If you go to the Passion play dot com site, it says, What is it by and then use Passion Planner for free. So you know 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 in 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 100% 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 in the tax 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 by? Use it for free and then another menu item is Get one free refer three. Get yours free. And she says, We believe that our community is our biggest asset, that we feel compelled to thank the people who share us with the world. Step one. Tell your friends or followers about passion plan or through a post tweet block email. Post it note message in a bottle Doesn't matter what the vehicle is. Step to receive one referral credit when someone makes a purchase and this you as their reference during check out. Make sure they give us your email address. Number three. Once you got three referrals are gonna get a free planner. I am not doing this for any financial game. By the way, I'm just sort of reading to the technical side. 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 you know any social media channel that you want. And then, if you really wanted to buy the actual product on possum planner dot com, once again, the social good component on the free page. If you want to donate, donate here and then, Hey, it's really easier on 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. Just know I'm not gonna give you my email address. Just like I said, I'm not out here for financial gain, but that is a sign, and just you know, when you can say in your text that, you know, 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. Otherwise, I don't think it's gonna resonate with people. But assuming that you have a community and I believe that this does from the amount of people that obviously were donating on the Kickstarter, campaign it 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're doing. And I think that once you have that strong community that is gonna help propel future success as in creating new products, new Kickstarter campaigns for promotion whatever this brand decides to do. And I'm really gonna be on the lookout for what happens to passion planner dot com As time goes by. 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 sort of my view on social media campaigns and how I think that a lot of them fail. But this is a rare Kickstarter campaign that I think it really works. It's gonna help drive more traffic back to the Kickstarter, create that viral component of having people sharing 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, you know I'm gonna donate to a different charity and just hold 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's just ah brilliant example that I think is really, really hard for a lot of companies to emulate. I think it's easy if your startup, obviously you don't have that brand legacy. You don't have a lot of history to deal with. So obviously, with no previous brand recognition, you can go out and do that. But you know, even if you wanna stop this brand, if you want to try to create a new product with different branding, you can have the same mentality as a start up doing that right. Hey, That's it for another episode of Maximize Your Social With Neil Schaefer. Hope you enjoyed the advice. Well, it's Thanksgiving, so I think we all have a lot to be thankful for. I am thankful for my family, my health, my happiness, my friends and social media, my customers and social media. And I hope that whatever you're thankful for your 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 were almost well, we're over a year, right? But almost at the end of 2014 time to reflect and, you know, do better next year be happier next year. Thank more people next year. Make more relationships. Next year, I'm gonna cut out until we talk again. Make it a great social day, everybody, wherever you are in the world. But I Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and Commons. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social media. C o e dot com Thanks again and make it a social day.