Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative
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Andrew Schiestel | Chief of WOW! tbk Creative | Web Design & Social Media Marketing www.tbkCreative.com @AndrewSchiestel @tbkCreative facebook.com/tbkCreative Building A Winning Social Media Strategy Trusted By: Wednesday, June 13, 2012
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Andrew will share with you a 10 step architecture to building a successful social media strategy. Andrew will pull from real client case studies tbk Creative has been involved in to help you draw your own parallels on how social media can apply to your non-profit. Last, Andrew will discuss all the facets of digital (social media, websites, email marketing) and how you can create cohesion across all these platforms to drive maximum brand awareness and donor dollars for your cause.
Transcript of Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative
Andrew Schiestel | Chief of WOW!
tbk Creative | Web Design & Social Media Marketingwww.tbkCreative.com
@AndrewSchiestel@tbkCreative
facebook.com/tbkCreative
Building A Winning Social Media Strategy
Trusted By:Wednesday, June 13, 2012
Strategic Planning
Wednesday, June 13, 2012
Platform Selection
Wednesday, June 13, 2012
Google+
You Tube
Blogging
Platform Selection
Wednesday, June 13, 2012
Success Targets
1.Community Size
2.Editorial Output
3.Engagement Levels
4.Website Visits
5.Online Donations (from social)
6. Volunteer Registration
Wednesday, June 13, 2012
Platform Setup
No Cost Quickie
Wednesday, June 13, 2012
Platform Setup
Custom Designed
Platform Setup
Wednesday, June 13, 2012
The RulesAccording to Facebook.com
1. No Call to Actions 3. No Company Contact Information
2. No Website URL’s
Wednesday, June 13, 2012
Platform Setup Facebook Subpages
1. Facebook Basic Welcome Page
2. Facebook Subpage with utility
3. Twitter Background
Wednesday, June 13, 2012
Community Marketing
1. Internal Collateral2. Event Registration3. Verbal Communications4. Invite Staff, Volunteers & Stakeholders5. Facebook PPC6. Traditional Media7. Email Marketing8. Website9. Social Media Campaigns10. Facebook Apps
Wednesday, June 13, 2012
Community Marketing1. Events
Wednesday, June 13, 2012
Community Marketing2. Internal Collateral
Wednesday, June 13, 2012
Community Marketing3. Your Website
The Best Plug - In:
Wednesday, June 13, 2012
Community Marketing3. Your Website
The least effective plug-in:
Wednesday, June 13, 2012
Community Marketing4. Email Marketing
Wednesday, June 13, 2012
Community Marketing5. Facebook Advertising
Display vs. Promote vs. Sponsored Stories
Wednesday, June 13, 2012
Community Marketing6. Bonus: Social Media Campaigns
Trivia Kingby tbk Creative
Wednesday, June 13, 2012
Content Strategy
1. Persona2. The Secret Sauce3. Communications Pillar4. Build an Editorial Calendar5. And Don’t Forget...
Get Unborified!
Wednesday, June 13, 2012
Content Governance
1. Remove the extra Chefs2. Assign a Community Manager & Author(s)3. Software/Tools (ie. Bitly, Twitpic, Tweetdeck/Hootsuite) 4. Follow Guidelines
Wednesday, June 13, 2012
Managing Negative Posts
The Golden Rule: Be responsible but don’t tolerate it.
Wednesday, June 13, 2012
Analytics & Reporting
Facebook Insights
Google Analytics
Bit.ly
Wednesday, June 13, 2012
Optimization
“Sharpen the Saw”
Wednesday, June 13, 2012
Bonus: 6 Tips to Improve Your Website
Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website1. People don’t read....
Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website2. There’s never too many Donate Now buttons.
Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website3. Where possible, use professional photography.
Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website4. Experiment with pop-ups.
Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website5. Communicate your brand promises.
Wednesday, June 13, 2012
Second Last Bonus:
Use email marketing...
i Third Party Software (ie. MailChimp.com)ii Educational & Donor focusediii Build the List (importing, donors, etc.)iv Send out once per month emails
Wednesday, June 13, 2012
Second Last Bonus:
Use email marketing...
Wednesday, June 13, 2012
To maximize Facebook reach, post pictures.
In a tbk Creative review of 10 brands with 30, 000+ fans, Photo/Album posts outperformed text posts by 31%!
Final Bonus:
Wednesday, June 13, 2012
THANK - YOU!
@tbkcreative
facebook.com/tbkcreative
@AndrewSchiestel
Andrew Schiesteltbk Creative | Web Design & Social Media Marketingwww.tbkcreative.com
Wednesday, June 13, 2012
