Why should you Crowdfund as a marketer?

Before, there was only a few ways in which you could get your company started. You usually saved your money, or asked your parents. If you were really lucky, you might have inherited a huge amount of gold coins so you could get your business started. Now, the Internet has changed a lot of the business model and the way we create companies. As marketers, we should be aware of such changes, especially if we are working with social media.

Last week I was part of the organizing team of a conference by Indiegogo. I had to study a lot for the conference, and I have to thank Indiegogo’s disposition and insights. Furthermore, that event was the launching campaign for a project that I’m taking part of: Traqme. This is all related to marketing, I promise, stay with me while I pitch you the project.

Traqme is a platform that provides powerful insights for people with Diabetes. Through text messages, we can track and manage significant measurements of patients with Diabetes, and connect that information to caregivers and physicians. What drove me to the project was that it is not an app, everything is simpler, done by text messages. We remind them to measure blood sugar and capture the values. We transform these into insights and provide them in mobile and responsive forms. Check the project here:


Texting your way to a healthier you

This pitch goes to the core of this post, which is that the way in which we fund our companies has changes completely. Indiegogo’s Alisa Cordesius, Cause Manager, showed us the four most important steps to have a successful crowdfunding campaign:
1-Set up realistic goals – It’s all about knowing where you are going.

2-Have a pitch and a video – It looks nice, but every good video has to have a story.

3-Have perks – We all like gifts, but this is also promotion (from the four P’s, remember?)

4-Give updates – Never leave your backers unattended (or your customers for that matter). I got a comment on my Facebook wall saying that backers hate when you don’t let them know the stage of your product. (Thanks Francisco)

Don't forget your customers/backers

Don’t forget your customers/backers

All this are criteria that any marketer should be able to address day in and day out. That’s why I believe that marketing professionals should get more involved in these kinds of projects. Crowdfunding campaigns will teach us how to establish business KPI’s, leverage our networks, and, through traffic, generate bottom-line revenue. All of this, part of any good marketer’s basics.

If you were wondering– we do need help from you to achieve our goal. We reached our first milestone of $1,000 dollars yesterday. But we have a long way to go. We are changing the life of millions of patients with diabetes and you can help us – Traqme.


10 Google+ sins for CMO’s

There was one time where Google tried to have a successful launch of social networks. I was actually part of Google Wave and Google Buzz, two predecessors of Google Plus. These two weren’t really useful, and Google still had issues to figure the market and the dynamics of their platforms. Some years ago, critics said that Google+ was another flop by the company, now I can say that it is here to stay. As a side note – if you want to know about Google’s path through their social networks trial and error, read this Time article.

If you are a serious Digital Strategist and are not considering Google+ as part of your mix, you might be blinded by arrogance. More people are joining the social network – maybe through some not so ethical tactics from Google – nevertheless, it is happening.

Here are ten things you might be doing wrong with Google+:

You/your company doesn’t have a Google+ account

Three words to have an account – Search Ranking Optimization. The simple fact that you have an account won’t boost your rankings immediately, but it’ll help if you generate relevant content.

Relevant content, RELEVANT!

Relevant content, RELEVANT!


Your Google+ profile is not updated

I’ll quote Krista Bunskoek here:  “[without an updated profile]…you miss the opportunity to link back to it, reference it, and do all those kinds of things to raise your business profile, and SERP (search engine results page) ranking.”


Forget to post

I know: one more social network to manage, administer, create personas, strategize, post, etc. Nevertheless, don’t lose perspective on the big picture, if you post, you’ll increase the chances of getting better rankings.


Not add value – post relevant content

This is not exclusive to Google+, but especially if you are looking to improve your searchability (is this even a word? It should be….) post content that help your inbound marketing efforts.

Alien Google cartoon 1

Not build communities

One of the great features of Google+ is its community/groups. Either build your own thematic one, or join the conversation in other groups.


Sell, sell, sell

Don’t try to shove your product into the user’s throats just because you created a group, a profile, or joined a group. This is still a place to communicate and share with real people, don’t push you agenda. Listen and discuss first.


Don’t use hangouts

There is a great marketing potential for any brand or company willing to host weekly Hangouts. Use this feature.


Not optimize your posts

Google+ is a very dynamic social network; it has integrated hashtags, pictures, and videos. In here everything goes! It is a cool place that way. Use its graphical interface to post infographics for example.

Undermine the users

Google+ is not a deserted highway, but it might be considered a niche social network due to the similar characteristics of users. Mostly males, between 25 and 34, most of them Android users, and some of them are tech savvy (aka. Engineers and developers). See the infographics below, courtesy of PR Daily:

Who’s using Google+?

Think that Google+ is the same as Facebook and Twitter

Some are even questioning if Google+ is a social network. There is the discussion of it being a closed social network, compared to Facebook which is now an open social network. But the most relevant points that I’ve found come from an article from The Guardian: “Google+ isn’t a social network; it’s The Matrix”


I’m going to stop writing about social networks for a while, mainly because there are three events that might interest you during the following weeks:

  1. I will be hosting and attending an Indiegogo workshop on how to do crowdfunding – hence next week’s post will verse on that subject matter.
  2. The second part is supporting Traqme, a healthcare related startup, in their crowdfunding campaign; I’ll keep you updated on that.
  3. I’m hosting a Webinar on entrepreneurship on Wednesday morning.

More information on Google+ best practices:


Social Media Today