NEPA BlogCon 2016 Session 2 presented by John Dawe MNA CNP, CFRE of Dawe Consulting Group (LLC).

1. Small Shop Social
Strategies
John W. Dawe, MNA, CNP, CFRE

2. Decision Making
• What is my goal?
• Who is my audience?
• Does it serve those goals?
• How much is it?
• What skills do I need?

3. Small Shop Goals
• Build awareness
• Increase engagement
• Trigger action

4. The Audience
• Demographics
• Age, Generation, Culture, Gender, Defining
Factors
• Stereotyping vs. Targeting
• Psychographics
• Job/Career Goal
• Sociopolitical (Social/Fiscal)
• Religion/Faith/Belief System
• Hobbies/Interests/ “Bookshelf at B&N” Test
/ “Movie” Test

5. The Audience
• Other Influencers
• Income
• Consumer history (“drives a hybrid”)
• “Morning person” vs. Night owl
• “Coffee Addict”
• “Computer Gamer”
• “Star Trek Fan”
• Has the latest iPhone
• Etc.

7. Outcomes
• Tied to Goals
• Awareness = Retention
• Engagement = Small Action
• Like, Join, Follow, Add
• Action = Committed Action
• Invite, Attend, Buy, etc.

8. Outcomes
• Tied to Goals
• Awareness = Retention
• Engagement = Small Action
• Like, Join, Follow, Add
• Action = Committed Action
• Invite, Attend, Buy, etc.

9. Tool Selection

10. Tool Selection
• Design Software for Non-Designers
• Canva.com
• MolDIV App
• Distribution
• Buffer
• Dropbox (the paid version!) w/ Mobile App
• Google Apps/Drive
• Slideshare / Issuu / FuzeMeeting / Anymeeting

11. Tool Selection
• Engagement
• Hootsuite
• Canned Response
• Analysis
• Google Analytics
• Facebook Insights
• Twitter Stats

12. Roadmap/Plan
ABSTRACT GOAL (Pick ONE)
___ Build Brand/Awareness
___ Increase Engagement
___ Trigger Action
AUDIENCE THE MESSAGE
Distribution:
COPY
Engagement:
CHANNELS TOOLS Analytics:
Timeline:

13. THANK YOU!