Tactics for Online Exposure Series
RATSACK Kickstarter, Mid-May 2013:
Vision and Direction
Dear Rat Pack:
In order to receive the most attention Online, we need to be seen – engaging our audience through the many channels where they are spending their time. These platforms include Facebook, Pinterest, Twitter, Instagram, Youtube, Reddit and Forums. Our interaction on each of these mediums will be different, according to the inherent abilities/limitations of each specific platform.
We will be consistent with our posts on these Social Media Outlets (SMOs). Once we begin, activity and engagement with our audience shall never cease. Each of these platforms must be utilized and updated as often as deemed appropriate in order to stay intimately connected with our audience – without pushing them away. We will encourage our audience to Share, Like, Subscribe, or Follow whenever given the opportunity. Most importantly, however, is that we’ll give our audience a compelling reason to Share, Like, Subscribe, or Follow our content.
This means we must be interesting, exciting, relevant, informative, funny, intelligent, and entertaining - AND WE MUST BE WILLING TO ASK OUR AUDIENCE TO PASS US ALONG TO THEIR FRIENDS. Any post on any of the SMOs must be relevant in order to maintain a sense of message congruency and to build our overall “Voice” or personality.
The end goal is to launch a successful Kickstarter program and raise at least $5,000 by the end of April 2013. The goal from now until we launch the Kickstarter is to build an actively engaged niched audience – so that at the appropriate time we can direct them to our Kickstarter Project Page driving traffic. The more momentum we build earlier during the Kickstarter, the more attention and exposure we’ll ultimately achieve.
To best prepare for the Kickstarter, we will launch our website/store a few days prior to announcing the Kickstarter program. Furthermore, we’ll secure pre-committed investors. This will allow our Kickstarter program to project an appearance of rapid growth, which will draw attention and additional funding from the general kickstarter community outside our immediate connections. Once we have our pre-committed investments payable, we’ll also share it to friends and family so that they too are exposed to a project with traction. This will make them more likely to want to become involved.
In addition, once we have successful opt-ins to our newsletter or purchased customer, we must continue to maintain a relationship with them. Based on their purchase history, we should give them special updates, videos, or exclusive deals and reminders on new products. The key here though is to continue to engage and involve them, even after they’ve purchased.
The following consists of Tasks we need to accomplish, their due date, and a summary of the actions to take. Please Refer to the below schedule often. This will be our way to bring multiple SMOs into one conversion point, culminating in direct traffic to our Kickstarter Page.
TO DO LIST:
- Update Facebook 1-3x per week + actively seek more Facebook Likes (20 mins/day)
- Update Twitter 1-3x per day + actively seek more Followers (engage those in the niche) (15 mins/day)
- Update Pinterest Boards with 1-3 Images per week (images that help convey our Personality as a company) (10 mins/day)
- At least one daily #Ratsack Instagram update to ensure we populate and dominate the Ratsack hashtag (10 mins/day)
- Update Ratsack Footbag Blog as often as necessary (as new developments occur). Spend time following others and gaining Tumblr followers (30 mins/day)
Create “How To Hackysack” Video Tutorials for Newsletter (Minjo and Joe responsible!) + 2 weeks worth of Newsletter Dripped Content for new subscribers (Hyenam and Myself). This is for new subscribers to our mailing list after Kickstarter.
Build a PRIVATE Ratsack Footbag Facebook Group to coordinate and orchestrate Kickstarter Launch. Sequence time, place, and message so as to maximize the immediate impact. i.e. 20+ members all posting on Facebook at the same exact general time… multiple times *With CREATIVE ARTS, such as artistic pictures/instagrams or Action Shots. (We’ll do this together)
Announce launch of Ratsackfootbag.com to general public and actively solicit Facebook Likes. Utilize Private Facebook Group.
April 12th-May 3rd: