Incorporating Digital Tools into your [Departmental] Marketing

I am Matt W. CummingsPurpose Builder, Civic Leader, Digital Enthusiast

@mattwcummings

Hello!

MarketingThoughts and Implementation

1

“

"As you’ve noticed, people don’t want to be

sold. What people do want is news and information about the things they care about." -- Larry Weber

Marketing is no longer selling a product but it is narrative sharing, it connects people to other people through story.

1Start with your

Values

What defines us

◉ What are the key values that define your organization

Your story communicates your values

Share your Message

2

Share your Message

◉ All people use Social Media.

Deliver your Message

◉ All people use Social Media.◉ All information must be InBound Based

Inbound Marketing

Deliver your Message

◉ All people use Social Media.◉ All information must be InBound Based◉ We will focus on: Facebook and Mailchimp

CreateContent that Attracts

2

Where to CreateCanva Piktochart DaFont

Online Image Editor

The following content is visual. Check the “reach”.

The following content is

not visual. Check the “reach”.

CurateYour Content

3

Curate = Repost

◉ Pull content from places like:○ Alltop - Publishes top stories from blogs, online

magazines, etc..

○ Reddit- Content is upvoted by members

○ Follow Top Followers, share their content

DistributeYour Content

4

TalkTo Your Audience

Facebook

● Post 3-5 times a week.

● Use FB Insights.

● Visual.● Pay to

boost.

TalkTo Your Audience

Facebook

● Post 3-5 times a week.

● Use FB Insights.

● Visual.● Pay to

boost.

Mailchimp.

● 2-3 Images.● Student driven-

content.● Link to external

pages ● Subject line

describes contents

AnalyzeYour Content

5

In September 2015, we launched a content posting strategy for two FB pages...

The third page had no content strategy. We used it as a benchmark to measure success.

Content Strategy

Won.

Blue and Green Had Content Plans. Orange didn’t.

Number of Likes

Blue and Green Had Content Plans. Orange didn’t.Daily Number of Facebook Impressions

Blue and Green Had Content Plans. Orange didn’t.Daily Number of FB Reach

Homework time

:)

Your Content Creation Plan⊙ What are your center/organization’s

core values?⊙ How are these values being fulfilled

by people at your center?⊙ How can you make these content

moments/stories?

Any questions ?

You can find me at

● @mattwcummings● matthewcummings@depauw.edu

Thanks!