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Has your digital investor marketing gone to the dogs?

Has your digital investor marketing gone to the dogs?

First, manage your expectations. There may be hundreds of millions of people on social media, but there are tens of millions of people screaming for attention. It's like an extreme "Where's Waldo" illustration, and you are Waldo.  It's very hard to be heard or seen, and let's be honest, a funny cat video or a CEO pitching their company, which one will get more views?

Let’s look at some basic statistics:

Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny)

Avg Tweets per second: 6,000 (internetlivestats.com)

Avg emails sent per second: 2.8 million, 67% is estimated to be spam

LinkedIn estimates:  More than 2 million posts, articles, and videos every day (Content Marketing Institute)

Social media users worldwide: 3 Billion+ (Emarsys)

Posting content: 94% of users post content

 

Second, understanding your audience. You don't hunt moose in Africa, and you don't hunt giraffes in Canada. Social media is no different. Each social media platform fills a need for the user, and users are only interested in the content which they are there for. Just because they are there, your content may never be truly viewed.  For example, do you watch TV commercials or do you skip them? 

Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them.

LinkedIn’s vision is to create economic opportunity for every member of the global workforce, and to connect the world’s professionals to make them more productive and successful.

Twitter’s mission is to give everyone the power to create and share ideas and information instantly without barriers.

8020Stocks Mission: 8020 gives investors what they want so, corporations get what they need, and regulators get what they require...

 

 

 

Third, don't be fooled by all the metrics they like to throw at you. Views, impressions, etc, are all important to understand but are not the means to an actual equity transaction. Selling wallets and laser points are very different than selling equity. Equity is personal and requires trust to be built. You cannot get that from a simple post, no matter how clever. 

A "view" is counted when the update is loaded on the viewer's screen. Viewers do not necessarily need to click or read the update to count as a view

Facebook Ads define impressions as the number of times an ad/post was viewed. With a few exceptions, an impression is counted each time an ad/post can be viewed when it enters a person's screen on Facebook.

Twitter impressions are the number of times a tweet shows up in somebody's timeline. That means every time it's served up, it counts as an impression. Sure, you need impressions for someone to see your tweet, but an impression doesn't mean it was actually seen

I am not bashing or slagging these powerful sites. They are leaders in their industry for a reason and I have much respect for them. However, public companies spending hundreds of thousands of dollars on social media marketing need to learn the realities. You need social media and other forms of digital marketing to generate interest, but you need other tools to convert eyes into interest and then interest into shareholders. 

Step 1. As a corporation in today’s online environment, you need to own your online narrative and investor conversation. If you don’t, someone else will.   

Step 2. Now you have their attention… now what? You need to establish investment triggers. This is not meant to be a gross promotion but give the investor the knowledge they require to establish their own investing triggers. Each investor will have their own risk profile, so you just need to make sure you have established when and what an investment trigger might look like. 

As an example, if you raised capital to drill holes in order to prove-up a resource or set out a new software development plan, you need to let the investor know when this starts, provide regular updates (images) as to the progress and allow the investor to make the decision as to the timing of their investment. 

“We all know when to buy a new set of tires or get a haircut, how does an investor make a decision to finally make that investment?”. Don't leave investors wondering, help them make informed decisions about your corporation.

WARNING: Over promotion will do the exact opposite and will create a selling trigger or promote traders, not investors. 


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