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Digital Tools for New Venture Launches Using social media and other tools to drive traffic 1
| Date post: | 17-Jul-2015 |
| Category: |
Marketing |
| Upload: | kona-company |
| View: | 154 times |
| Download: | 2 times |
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Digital Tools for New Venture Launches
Using social media and other tools to drive traffic
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Intro
Kelly Cutler is the CEO of Kona Company a
Digital Strategy firm.
Beginning her career in 1997 with companies
including AOL and Classified Ventures, Kelly’s
achievements include helping clients including
Rush University Medical Center, Hub
International and NorthShore develop their
digital marketing strategy.
Also serving as the first woman president of the
Chicago Entrepreneurs’ Organization, and
speaking on industry topics across the country.
Also zip lining!
Connect with Kelly :
linkedin.com/in/kellyc
utler
@kfcutler
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My Profiles
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Overview
Social Media Marketing
Why Social Media
Social Media Strategy and Implementation
Blogging and SEO
Content Creation and Listening Tools
Wins and Fails
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Social Media Marketing: Strategy
Strategy and Implementation
Development of a Social Media Plan ("Roadmap")
Defining your Purpose and Audience
Goals
Primary Goal
Secondary Goal
Timing, Tone, and Tools
Tracking and Measurement
Transparency
Posting and Moderation Guidelines
Who is responsible for what?
Implement the “rule of thirds” for posted content
1/3 promotes your business, 1/3 shares inspiring content, 1/3 is personal
interactions and customer service
Develop editorial calendar for posted content
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Overview
Golden Rules of Social Marketing
1. Don’t take yourself too seriously2. Inbound won’t cut it3. Good content / Strong offers4. Call to Action5. Add Value6. Social is a 2-way street7. Peer-to-peer sharing
*Content Marketing Institute
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Roadmap
Getting Started: Checklist
Determine business goals driving social media
marketing and prioritize. These should be clearly
defined and measurable actions associated with goals
Resources available to commit to social media – both
human and financial
Content: volume and quality
Social channels that our target audience uses
Website: ready for engagement with users and tracking
is enabled
Social will integrate with entire business process and all
marketing efforts
Business
Goal
Measurable Action
Sales Ecommerce revenue
Leads Forms filled out
Email list Enewsletter sign ups
Engagement Fans & Followers
Recruiting Candidate tracking
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Day in the Life
Posts:Twitter
1-2 per hour
4 retweets
3-5 posts per day
Google+
3-5 posts per day
1-2 posts per day
4-5 pins per week
Monitor: Daily/Weekly mentions
Respond to comments, issues,
questions
Promote: Promote content, events, products
Use images, posts, stats, questions,
infographics
Blog: Create blog posts
Insert images
Format properly
Post
Measure: Utilize free tools such as GA, Facebook
Insights
Explore additional tools as needed
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What to say on social
Pixlr Editor
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Visual Content
Free Tools
Canva
Pixlr EditorPixlr Editor
Visual posts get higher engagement
Tell a story without text
Images more likely to be shared than text posts
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Social Media Micro-Content
Quickly made, highly graphic, and has calls to
action. Most isn’t content that’s meant to be put
up in a gallery, but rather the flashy visual
that’s meant to attract people to a post, and
then travel down the feed.
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Blogging and SEO
Tips to write better blogs
Create a shared editorial calendar (free
templates on Hubspot)
Find your voice – have fun
Play off current events / headlines / industry
news – be timely
Leverage other content or thought leaders
Use stats, checklists, tips, survey results
Integrate keywords and SEO best practices
(Wordpress has free plugins
Comment on other blogs, link to your blog when
appropriate
Never “keyword stuff”
Increased links -> increased authority
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Free Listening Tools
Listening and Monitoring: Twitter, Google+ and Facebook Search
Google Analytics
LinkedIn Answers section
Google Alerts
HyperAlerts
Talkwalker
Tame.It (Twitter)
Statigram (Instagram)
Tailwind (Pinterest)
Publishing Platforms: Tweetdeck
Buffer App
Sprout Social
Shoutlet
Social Campaigns: create compelling and shareable social campaigns to create referral programs, promotions and engagement apps
Marketo
Social.com
Kenshoo Social
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Social Media Wins
The Gap uses
Vine to show the
evolution of jeans
over the past 40
years
Sharpie’s Instagram account
features fan-submitted “Doodles”
created using the companies pens
and markers
Pinterest was the leading
social referrer for Container
Store even before creating a
profile. It has organized
boards to reach different
audiences. They use email to
draw people to the boards.
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And a few #fails
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