Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative

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This document outlines strategies for building a winning social media strategy. It discusses selecting relevant platforms like Facebook, Twitter, YouTube and Pinterest. It also identifies success metrics and provides tips for setting up platform pages. Additional sections cover content strategy, community marketing, analytics and ongoing optimization. The goal is to grow an engaged community and drive website visits and donations through social media.

Tecnología Empresariales

Building A Winning Social Media
Strategy

Andrew Schiestel | Chief of WOW!

tbk Creative | Web Design & Social Media Marketing
www.tbkCreative.com
@AndrewSchiestel
@tbkCreative

facebook.com/tbkCreative

Trusted By:
Wednesday, June 13, 2012

Strategic Planning

Wednesday, June 13, 2012

Platform Selection

Wednesday, June 13, 2012

Platform Selection
Facebook Google+

Twitter You Tube

Pinterest Blogging

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

Wednesday, June 13, 2012

The Rules
According to Facebook.com

1. No Call to Actions 2. No Website URL’s 3. No Company Contact
Information

Wednesday, June 13, 2012

Platform Setup
Facebook Subpages

1. Facebook Basic Welcome 2. Facebook Subpage
Page with utility
3. Twitter
Background

Wednesday, June 13, 2012

Community Marketing

1. Internal Collateral
2. Event Registration
3.Verbal Communications
4. Invite Staff,Volunteers & Stakeholders
5. Facebook PPC
6. Traditional Media
7. Email Marketing
8. Website
9. Social Media Campaigns
10. Facebook Apps

Wednesday, June 13, 2012

Community Marketing
1. Events

Wednesday, June 13, 2012

Community Marketing
2. Internal Collateral

Wednesday, June 13, 2012

Community Marketing
3. Your Website

The Best Plug - In:

Wednesday, June 13, 2012

Community Marketing
3. Your Website

The least effective plug-in:

Wednesday, June 13, 2012

Community Marketing
4. Email Marketing

Wednesday, June 13, 2012

Community Marketing
5. Facebook Advertising

Display vs. Promote vs. Sponsored Stories

Wednesday, June 13, 2012

Community Marketing
6. Bonus: Social Media Campaigns

Trivia King
by tbk Creative

Wednesday, June 13, 2012

Content Strategy

1. Persona
2. The Secret Sauce
3. Communications Pillar
4. Build an Editorial Calendar
5. And Don’t Forget...

Get Unboriﬁed!

Wednesday, June 13, 2012

Content Governance

1. Remove the extra Chefs
2. 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 Website
1. People don’t read....

Wednesday, June 13, 2012

Bonus:
5 Tips to Improve Your Website
2. There’s never too many Donate Now buttons.

Wednesday, June 13, 2012

Bonus:
5 Tips to Improve Your Website
3. Where possible, use professional photography.

Wednesday, June 13, 2012

Bonus:
5 Tips to Improve Your Website
4. Experiment with pop-ups.

Wednesday, June 13, 2012

Second Last Bonus:

Use email marketing...

i Third Party Software (ie. MailChimp.com)
ii Educational & Donor focused
iii 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

Final Bonus:

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%!
Wednesday, June 13, 2012

THANK - YOU!

Andrew Schiestel
tbk Creative | Web Design & Social Media Marketing
www.tbkcreative.com

@tbkcreative
@AndrewSchiestel

facebook.com/tbkcreative
Wednesday, June 13, 2012

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1. Building A Winning Social Media Strategy Andrew Schiestel | Chief of WOW! tbk Creative | Web Design & Social Media Marketing www.tbkCreative.com @AndrewSchiestel @tbkCreative facebook.com/tbkCreative Trusted By: Wednesday, June 13, 2012

2. Strategic Planning Wednesday, June 13, 2012

3. Platform Selection Wednesday, June 13, 2012

4. Platform Selection Facebook Google+ Twitter You Tube Pinterest Blogging Wednesday, June 13, 2012

5. 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

6. Platform Setup No Cost Quickie Wednesday, June 13, 2012

7. Platform Setup Custom Designed Wednesday, June 13, 2012

8. The Rules According to Facebook.com 1. No Call to Actions 2. No Website URL’s 3. No Company Contact Information Wednesday, June 13, 2012

9. Platform Setup Facebook Subpages 1. Facebook Basic Welcome 2. Facebook Subpage Page with utility 3. Twitter Background Wednesday, June 13, 2012

10. Community Marketing 1. Internal Collateral 2. Event Registration 3.Verbal Communications 4. Invite Staff,Volunteers & Stakeholders 5. Facebook PPC 6. Traditional Media 7. Email Marketing 8. Website 9. Social Media Campaigns 10. Facebook Apps Wednesday, June 13, 2012

11. Community Marketing 1. Events Wednesday, June 13, 2012

12. Community Marketing 2. Internal Collateral Wednesday, June 13, 2012

13. Community Marketing 3. Your Website The Best Plug - In: Wednesday, June 13, 2012

14. Community Marketing 3. Your Website The least effective plug-in: Wednesday, June 13, 2012

15. Community Marketing 4. Email Marketing Wednesday, June 13, 2012

16. Community Marketing 5. Facebook Advertising Display vs. Promote vs. Sponsored Stories Wednesday, June 13, 2012

17. Community Marketing 6. Bonus: Social Media Campaigns Trivia King by tbk Creative Wednesday, June 13, 2012

18. Content Strategy 1. Persona 2. The Secret Sauce 3. Communications Pillar 4. Build an Editorial Calendar 5. And Don’t Forget... Get Unboriﬁed! Wednesday, June 13, 2012

19. Content Governance 1. Remove the extra Chefs 2. Assign a Community Manager & Author(s) 3. Software/Tools (ie. Bitly, Twitpic, Tweetdeck/Hootsuite) 4. Follow Guidelines Wednesday, June 13, 2012

20. Managing Negative Posts The Golden Rule: Be responsible but don’t tolerate it. Wednesday, June 13, 2012

21. Analytics & Reporting Facebook Insights Google Analytics Bit.ly Wednesday, June 13, 2012

22. Optimization “Sharpen the Saw” Wednesday, June 13, 2012

23. Bonus: 6 Tips to Improve Your Website Wednesday, June 13, 2012

24. Bonus: 5 Tips to Improve Your Website 1. People don’t read.... Wednesday, June 13, 2012

25. Bonus: 5 Tips to Improve Your Website 2. There’s never too many Donate Now buttons. Wednesday, June 13, 2012

26. Bonus: 5 Tips to Improve Your Website 3. Where possible, use professional photography. Wednesday, June 13, 2012

27. Bonus: 5 Tips to Improve Your Website 4. Experiment with pop-ups. Wednesday, June 13, 2012

28. Bonus: 5 Tips to Improve Your Website 5. Communicate your brand promises. Wednesday, June 13, 2012

29. Second Last Bonus: Use email marketing... i Third Party Software (ie. MailChimp.com) ii Educational & Donor focused iii Build the List (importing, donors, etc.) iv Send out once per month emails Wednesday, June 13, 2012

30. Second Last Bonus: Use email marketing... Wednesday, June 13, 2012

31. Final Bonus: 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%! Wednesday, June 13, 2012

32. THANK - YOU! Andrew Schiestel tbk Creative | Web Design & Social Media Marketing www.tbkcreative.com @tbkcreative @AndrewSchiestel facebook.com/tbkcreative Wednesday, June 13, 2012

Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative

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Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative