We have gone slightly off piste with this post but it was so good that it got to skip the queue! I came across this Ted Talk and it reminded that this is what happens when you are engaging with people on a crowd fund. They believe what you believe and that’s why they want to be a part of it. Make the time to watch it, it’ll be worth it.
The Conversation Prism is an evolving piece of research by Brian Solis.
It tracks different social media sites and is a super cool infographic that highlights that there is more than Twitter and Facebook out there to reach enthusiasts- even though we talk about them a lot. This is it’s fourth incarnation and shows that there are 26 different social networking services and shows the major companies in those categories. It is useful when you don’t really know where to start and are working out which sites you want to have a presence on.
This is a beautiful piece of information and showcases that you can not possibly gain a presence on every social network and identifying where your audience spends their time is crucial to saving you time and money.
For a closer look head here Conversational Prism Downloads
This project was unique in that they didn’t want us to raise awareness of a Crowdfund but to engage with British enthusiasts of Iceland that had recently visited. An interesting challenge to tackle- as it was a new angle for us to target such a specific kind of person over social media. They wouldn’t have a traditional Network Asset Map and they weren’t looking for donations so how do we reward the people for taking the time to complete the survey? Thankfully they were providing accommodation for a 4 night stay for 2 as an incentive, but that only rewards 2 people, what about the other 98?
It raised many interesting questions but glad to say we were successful.
So how did we find 100 adventurous Brits who had travelled further than the main city of Reykjavik into the rural outskirts?
Well let’s go back to basics of understanding our methodology. Authentic engagement, turning apathy into care and developing this into conversion of your followers.
- Transparent, honest engagement with your followers
- Conversation with followers and customers
- Focused direction in line with your vision
We came to terms with Icelandic Farm Holidays current social media presence and how to work from there. With only one Brit currently liking them on Facebook it began to seem like a bit of a steep hill to climb. However if we weren’t asking people to donate money, just their time, it should be easier right? Time to get creative.
Creating a twitter account and using a genuine tone of “here we are, this is what we would like to do, can you help us?”, gained us a reasonable level of response and getting retweeted by TinyIceland and Inspired by Iceland got us halfway to our target but while we would normally expect Twitter to be leading with results we were gaining a lot more conversion from Facebook, a bit of a surprise for us. To capitalise on this we placed an advert on Facebook and were excited as the responses started pouring in. The ad was very effective as we didn’t just link it to our questionnaire, it lead to a page of conversations and questions that people had previously posed, so we were engaging with enthusiasts, talking and listening to them and then showed them the questionnaire, in this way I think we got a lot more people to respond. In retrospect Facebook is a lot more personal for people and the people we are targeting are going to have an emotional attachment to the country through all the good memories they have there. Nothing highlights this more than the fact that we took out a Facebook ad for a raffle being held for Back Out There and we haven’t had any response from that, knowing the target audience and how they use social media is critical.
We have been set a challenge in the name of engagement. An Icelandic holiday company, Icelandic Farm Holidays, approached us and asked to find 100 British people who have been to Iceland in the last 18 months, who stayed outside the capital Reykjavik. The aim is get feedback from tourists about their travels to Iceland, so they can market and engage more effectively directly to those who would relish the idea of exploring rural Iceland. And the challenge felt like a fun one, so we took it on.
So, how do you find 100 adventurous Brits who have visited and stayed in the far reaches of Iceland?
This has had us thinking, a lot. Using the methodology that we’ve developed for crowdfunding to create our social media campaign we realised that there was one big gap. Where we would usually use a network asset map to establish connections from the crowdfund owners, we are trying to find people that our client doesn’t know and hasn’t yet met. By cracking this, we will be able to help crowdfunds to extend their reach quicker outwith their friends and family.
We want to be as transparent and authentic as possible as our client is offering truly authentic Icelandic experiences throughout rural areas with real Icelandic people. Getting back on their feet after the financial crisis has been tough for Iceland, and tourism is one industry that can really help.
There is a plethora of forms of online communication. We have Twitter, Facebook, Google+, Instagram, Pinterest and Reddit- and then we have the more traditional forms such as email and telephone. Each tool reaches out to a different type of person in a different way. And we have to think about tone of voice, content and ultimately ‘conversion’ – in this case completing a survey, the ‘reward’ being a chance to win 4 nights for 2 accommodation in a rural location.
So the search is on. Oh, and if you know of anybody who has been to Iceland in the last 18 months and stayed outwith Reykjavik send them to this link!