How to develop strategy around smaller teams and bringing in agency support - SearchLondon deck

H O W T O D E V E L O P S T R AT E G Y
A R O U N D S M A L L E R T E A M S A N D
B R I N G I N G I N A G E N C Y S U P P O RT
D A N N Y D E N H A R D - H E A D O F D I G I TA L @ J U S T G I V I N G .  
@ D A N N Y D E N H A R D
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S L I D E 2 WA R N I N G 🔞 
W H E N PA S S I O N AT E I H AV E A T E N D E N C Y T O
S W E A R 🤐  
A N D B E WA R E T H E R E A R E A L O T O F G I F S
& E M O J I S ❤ ⚠ 😤
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C H A R I T I E S
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M E S S E N G E R . C O M / D A N N Y D E N H A R D

W E A R E G O I N G T O TA L K A B O U T:
S M A L L T E A M S T R AT E G Y
B U I L D I N G A N D W H E R E Y O U
M I G H T N E E D S U P P O R T.

A G E N C Y, C O N S U LTA N T S A N D
F R E E L A N C E S R E J O I C E

J U S T G I V I N G I S A N E T W O R K
E F F E C T C O M PA N Y
O T H E R V I R A L L O O P C O M PA N I E S I N C L U D E
• T U P P E R WA R E
• E B AY
• FA C E B O O K
• T W I T T E R
• U B E R
• M O N Z O
• AT O M B A N K

PA G E
C R E AT E D
S H A R E
T O
F R I E N D S
F R I E N D S
D O N AT E /
C O M M E N T
F R I E N D S
S H A R E
F R I E N D S O R
F R I E N D S O F
F R I E N D S C R E AT E
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O F F S I T E :
• O U R PA G E O W N E R S
B R I N G T H E I R A N D
T R I B E S T O T H E I R
PA G E S ,
• T H E I R F R I E N D S
D O N AT E
• C O M M E N T
• S H A R E & E N G A G E
O V E R S O C I A L M E D I A
• S TA R T T H E I R O W N
PA G E S
S H A R E S
C O M M E N T S
R E A C T I O N S

C
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L E A R N F R O M N E T W O R K E F F E C T S

T H I S I S I M P O R TA N T B E C A U S E
N E T W O R K E F F E C T S & W O R D O F
M O U T H I S A N E S S E N T I A L PA R T
O F O U R M A R K E T I N G S T R AT E G Y

U N L I K E O T H E R B R A N D S A N D
C O M PA N I E S S E O I S A L O W
T R A F F I C D R I V E R

SOCIAL MEDIA
FACEBOOK, INSTAGRAM, TWITTER, LINKEDIN,
ETC
PAID MEDIA
GOOGLE & BING
DIRECT
PEOPLE WHO COPY & PASTE CITATIONS, CAME
DIRECTLY OR VIA DARK SOCIAL
SEO
GOOGLE, BING, YAHOO, DUCKDUCKGO
OUR TRAFFIC
SPLIT
PRESS / EXT LINKS
PEOPLE WHO CAME THROUGH PRESS LINKS

T R A F F I C T O C R O W D F U N D I N G B Y
R A N K
R A N K R E F E R R E R
1 FA C E B O O K
2 G O O G L E *
3 E M A I L
4 T W I T T E R
5 W H AT S A P P
6 S M S
7 I N S TA G R A M
8 B I N G
9 D A I LY M A I L
1 0 T W I T C H
R A N K R E F E R R E R
1 FA C E B O O K
2 M . FA C E B O O K . C O M
3 G O O G L E *
4 E M A I L
5 T W I T T E R

PA I D I S I M P O R TA N T T O B R I N G I N
P E O P L E I N N E E D S TAT E

A LT H O U G H PA I D C A N A L S O
S W I T C H O N A N D S W I T C H O F F

T H E T E A M

S M A L L T E A M S N E E D T O B E T W O
T H I N G S :
1 . A G I L E
2 . K N O W L E D G E A B L E  
( & O F T H E I R L I M I TAT I O N S )

A S PA R T O F T H E M A R K E T I N G
L E A D E R S H I P T E A M AT J G
W E H AV E
• B 2 B : C H A R I T I E S
• 2 X B 2 C :
• F U N D R A I S I N G
• C R O W D F U N D I N G O F F E R I N G S

W E H AV E 1 4 ( O U T O F 1 3 0 ) P E O P L E I N
T O TA L I N O U R M A R K E T I N G
D E PA R T M E N T

SearchPRContent
Product
Marketing
Content
Team that creates consumer based
content. Works out where the
content should sit and why people
would engage with it
Product Marketing
Strategic layer that markets each
company product, developing their
business area and driving campaigns
PR
Connecting our stories with the right
press based storytellers and journalists.
Understanding how our content works
and where we can get maximum
exposure
Search
SEO and paid, understanding
opportunity for improvements in
campaigns exposure and gaining
pages created from search based
activities
CRM

O U R P U R P O S E :
• H E L P P E O P L E W I T H T H E I R
P R O B L E M S
• U N L O C K “ N E E D S TAT E ” 🔐
• H E L P W I T H E X P O S U R E O F T H E I R
PA G E
• H E L P W I T H D O N AT I O N S
• H E L P T H E M & T H E I R F R I E N D S
A G A I N

S O M E I N S I G H T I N T O O U R
C R O W D F U N D I N G T E A M
W E O N LY H AV E 1 3 P E O P L E

W H Y ?
W E A R E E S S E N T I A L LY A S TA R T U P
W I T H I N J U S T G I V I N G

H O W I S T H E T E A M M A D E U P ?
• S T R AT E G Y 📝
• A N A LY S T 📈
• P R O D U C T 📱
• F R O N T E N D +
• F U L L S TA C K 🔄
• M E , 1 M A R K E T E R + 1 C R M 📺
• S H A R E D R E S O U R C E S ; C O N T E N T,
P R & C S

M A R K E T I N G R E A L LY I S G R O W T H
@ J U S T G I V I N G C R O W D F U N D I N G

G R O W T H I S P R O B A B LY A D I R T Y
W O R D I N T H I S R O O M 😤
H O W E V E R  
E V E RY T H I N G W E D O H A S T O
M O V E O U R K P I ’ S & Q U I C K LY 📈

T H E A I M O F O U R T E A M I S T O :
• G R O W N U M B E R O F PA G E S 💯
• I N C R E A S E U S E R H A P P I N E S S 😁
• I N C R E A S E D O N AT I O N S 💰
• I N C R E A S E R E A C H O F O U R
P R O D U C T 📱

S O I H E A R Y O U S AY:
H O W D O W E C R E AT E A S T R AT E G Y
A R O U N D P E O P L E C R E AT I N G &
S H A R I N G T H E I R PA G E S ?

I N 7 D I F F E R E N T T H E M E S
• 1 . C O M M U N I T Y
• L O O K AT W H E R E P E O P L E H A N G O U T
• A N D H O W T H E Y E N G A G E & S H A R I N G H A B I T S
• 2 . D I S C O V E R
• F I N D O U T W H AT P E O P L E S E A R C H F O R
• F I N D O U T H O W W E C A N A C T U A L LY H E L P
• 3 . W H Y A N D W H E R E ?
• W H Y A R E P E O P L E C R E AT I N G PA G E S
• W H E R E A R E T H E Y C O M I N G F R O M ?
• W H E R E A R E T H E Y F R O M ?
• 4 . Q U E S T I O N D ATA C O N S TA N T LY:
• I S T H E R E A T R E N D ?
• I S T H E R E A N E W N I C H E ?

• 5 . M O T I VAT I O N S
• F I N D O U T W H AT M O T I VAT E S P E O P L E T O
A S K F O R H E L P F R O M F R I E N D S &
S T R A N G E R S
• F I N D O U T W H AT M O T I VAT E S P E O P L E T O
S H A R E
• F I N D O U T W H AT & W H E R E T H E Y A R E
S H A R I N G
• 6 . F E E D B A C K ( L O O P )
• G A I N F E E D B A C K A S A P
• C O N S TA N T LY G A I N H O N E S T F E E D B A C K
• 7 . T E C H N O L O G Y
• L O O K AT W H AT D E V I C E S P E O P L E U S E ,
W H Y & W H E N

T H E R E A R E T W O T Y P E S O F
A G E N C I E S :
1. T H I N K F O R M E  
2. D O F O R M E
Y O U C A N N O T D O O R B E B O T H

S P E A K T O Y O U R T E A M , W O R K
O U T W H AT T H E I R N E E D S A R E
A N D W H AT R E Q U I R E M E N T S T H E Y
A C T U A L LY H AV E

W H AT TA K E S T H E M O S T A M O U N T
O F T I M E & E N E R G Y F R O M T H E
T E A M ?

E F F O RT A C R O S S D I G I TA L C H A N N E L S
Google
Bing /
Duckduckg
o
Baidu /
Yandex /
Naver
Snapchat Facebook
Twitter
YouTube
Pinterest
Nextdoor Instagram
Organic Search  
Engines
Social 
Networks
Social  
Search
Discovery  
Engines
Siri /
Google
assistant /
Viv
Bots  
& IM
Support
Bots
Chat Apps
&
Messenger
Comments
Device /
iOS
Push
Notification
s
Mobile
In app
notification
s
Dating
apps
M E D M E D H I G H H I G H H I G H L O W
Google
Bing
Yahoo
Paid Search  
Engines
V H I G H

T H E C O N T E N T B AT T L E I S R E A L
F O R E V E RY O N E

E V E N W H E N O U R C O N T E N T I S
O V E R 9 9 % U G C 1

W O R K O U T W H AT Y O U C A N
O U T S O U R C E E F F E C T I V E LY

C O S T E F F E C T I V E C H A N N E L S
Google
Bing /
Duckduckg
o
Baidu /
Yandex /
Naver
Snapchat Facebook
Twitter
YouTube
Pinterest
Nextdoor Instagram
Organic Search  
Engines
Social 
Networks
Social  
Search
Discovery  
Engines
Siri /
Google
assistant /
Viv
Bots  
& IM
Support
Bots
Chat Apps
&
Messenger
Comments
Device /
iOS
Push
Notification
s
Mobile
In app
notification
s
Dating
apps
MED MED HIGH HIGH HIGH LOW
Google
Bing
Yahoo
Paid Search  
Engines
V HIGH
✅ ✅ ✅❌ ❌ ❌ ❌
❌ ❌ ❌ ❌ ✅✅✅

M Y C R I T E R I A I S :
• W H AT A R E T H E T E A M S C O R E
S T R E N G T H S ?
• R I S K V S R E WA R D
• W H AT D R I V E S G R O W T H
• W H AT TA K E S A L O N G P E R I O D O F T I M E
• W H AT I S M O S T C O S T E F F E C T I V E
• W H AT C O U L D Y O U TA K E I N H O U S E
A F T E R O U T S O U R C I N G I N 3 , 6 , 9 & 1 2
M O N T H S

M Y C R I T E R I A I S :
• W H AT A R E T H E T E A M S C O R E S T R E N G T H S -
P R O J E C T S & S E O
• R I S K V S R E WA R D
• W H AT D R I V E S G R O W T H -  
PA I D , P R E S S PA G E S & S O C I A L M E D I A R E F E R R A L S
• W H AT TA K E S A L O N G P E R I O D O F T I M E -  
PA I D M E D I A
• W H AT I S M O S T C O S T E F F E C T I V E -  
PA I D M E D I A
• W H AT C O U L D Y O U TA K E I N H O U S E A F T E R
O U T S O U R C I N G I N 3 , 6 , 9 & 1 2 M O N T H S ?

W E A C T U A L LY W O R K W I T H
A G E N C I E S I N I N T H E
F O L L O W I N G A R E A S :
• PA I D M E D I A ( A C R O S S A L L B U S I N E S S E S )
• C O N T E N T ( F O R B 2 B )
• P R ( A C R O S S A L L B U S I N E S S E S )

B I G G E R Q U E S T I O N T I M E
W H O C A N W E  
O R  
W H O S H O U L D W E W O R K W I T H T O
I M P R O V E O U R B U S I N E S S  
& O U R T E A M ?

• C O R E S T R E N G T H S
• T H E I R A C T U A L S K I L L S E T S
• T H E I R M O T I V E S
• T H E I R A P P E T I T E
• W I L L I T B E C O S T E F F E C T I V E ?
• W I L L T H E E X T E R N A L R E S O U R C E I M PA C T O U R
C U LT U R E ?
• W I L L T H E Y B E A T I M E D R A I N F O R O U R
T E A M ?
• E D U C AT I O N ?
• W I L L T H E Y WA N T T O T E A C H O U R T E A M ?
W H E N L O O K I N G T O W O R K W I T H A G E N C I E S /
F R E E L A N C E R S / C O N S U LTA N T S  
Y O U H AV E T O U N D E R S TA N D T H E F O L L O W I N G :

I F PA R T N E R S C A N N O T A N S W E R T H E S E
Q U E S T I O N S C L E A R LY & W I T H F U L L
T R A N S PA R E N C Y
T H E N U N F O R T U N AT E LY T H E Y W O N ’ T H E L P
Y O U T H E Y W I L L H I N D E R Y O U R T E A M

⚠ I F A N Y O F T H E S E A R E A
W O R RY, D O N O T PA R T N E R W I T H
T H E M ⚠

T O W R A P U P
• K P I ’ S A LWAY S C O M E F I R S T
• B U I L D O U T Y O U R T E A M A N D
S T R AT E G Y A R O U N D T H E C O R E K P I ’ S
• W I L L A N A G E N C Y A C T U A L LY H E L P
Y O U H I T Y O U R TA R G E T S  
( T O D AY, T O M O R R O W, N E X T Q U A R T E R , N E X T Y E A R ? )
• A R E T H E Y C O S T E F F E C T I V E ?
• E N S U R E Y O U R T E A M W I L L L E A R N
F R O M T H E P R O P O S E D PA R T N E R S
• W O R K O U T I F Y O U N E E D A D O F O R
M E V S A T H I N K F O R U S PA R T N E R

T O W R A P U P
• F I N D I N G T H E R I G H T PA R T N E R
W I L L TA K E A S L O N G A S T H E B E S T
I N - H O U S E H I R E D O E S
• R E V I E W PA R T N E R S R E G U L A R LY
• E N S U R E Y O U A R E N E V E R J U S T A
N U M B E R O N T H E I R
S P R E A D S H E E T S / B U D G E T L I N E S
• A LWAY S H AV E T H E C O N T R O L &
K N O W Y O U C A N TA K E B A C K I N
H O U S E W I T H I N A F E W W E E K S

A N Y Q U E S T I O N S ? 🎬  
💬 . M . M E / D A N N Y D E N H A R D
T. @ D A N N Y D E N H A R D
L . / D A N N Y D E N H A R D

How to develop strategy around smaller teams and bringing in agency support - SearchLondon deck

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