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

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Andrew will share with you a 10 step architecture to building a successful social media strategy. Andrew will pull from real client case studies tbk Creative has been involved in to help you draw your own parallels on how social media can apply to your non-profit. Last, Andrew will discuss all the facets of digital (social media, websites, email marketing) and how you can create cohesion across all these platforms to drive maximum brand awareness and donor dollars for your cause.

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Andrew Schiestel | Chief of WOW!

tbk Creative | Web Design & Social Media Marketingwww.tbkCreative.com

@AndrewSchiestel@tbkCreative

facebook.com/tbkCreative

Building A Winning Social Media Strategy

Trusted By:Wednesday, June 13, 2012

Strategic Planning

Wednesday, June 13, 2012

Platform Selection

Wednesday, June 13, 2012

Facebook

Twitter

Pinterest

Google+

You Tube

Blogging

Platform Selection

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

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Platform Setup

Custom Designed

Platform Setup

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The RulesAccording to Facebook.com

1. No Call to Actions 3. No Company Contact Information

2. No Website URL’s

Wednesday, June 13, 2012

Platform Setup Facebook Subpages

1. Facebook Basic Welcome Page

2. Facebook Subpage with utility

3. Twitter Background

Wednesday, June 13, 2012

Community Marketing

1. Internal Collateral2. Event Registration3. Verbal Communications4. Invite Staff, Volunteers & Stakeholders5. Facebook PPC6. Traditional Media7. Email Marketing8. Website9. Social Media Campaigns10. Facebook Apps

Wednesday, June 13, 2012

Community Marketing1. Events

Wednesday, June 13, 2012

Community Marketing2. Internal Collateral

Wednesday, June 13, 2012

Community Marketing3. Your Website

The Best Plug - In:

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Community Marketing3. Your Website

The least effective plug-in:

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Community Marketing4. Email Marketing

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Community Marketing5. Facebook Advertising

Display vs. Promote vs. Sponsored Stories

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Community Marketing6. Bonus: Social Media Campaigns

Trivia Kingby tbk Creative

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Content Strategy

1. Persona2. The Secret Sauce3. Communications Pillar4. Build an Editorial Calendar5. And Don’t Forget...

Get Unborified!

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Content Governance

1. Remove the extra Chefs2. Assign a Community Manager & Author(s)3. Software/Tools (ie. Bitly, Twitpic, Tweetdeck/Hootsuite) 4. Follow Guidelines

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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

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Optimization

“Sharpen the Saw”

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Bonus: 6 Tips to Improve Your Website

Wednesday, June 13, 2012

Bonus: 5 Tips to Improve Your Website1. People don’t read....

Wednesday, June 13, 2012

Bonus: 5 Tips to Improve Your Website2. There’s never too many Donate Now buttons.

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Bonus: 5 Tips to Improve Your Website3. Where possible, use professional photography.

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Bonus: 5 Tips to Improve Your Website4. Experiment with pop-ups.

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Bonus: 5 Tips to Improve Your Website5. Communicate your brand promises.

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Second Last Bonus:

Use email marketing...

i Third Party Software (ie. MailChimp.com)ii Educational & Donor focusediii Build the List (importing, donors, etc.)iv Send out once per month emails

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Second Last Bonus:

Use email marketing...

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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%!

Final Bonus:

Wednesday, June 13, 2012

THANK - YOU!

@tbkcreative

facebook.com/tbkcreative

@AndrewSchiestel

Andrew Schiesteltbk Creative | Web Design & Social Media Marketingwww.tbkcreative.com

Wednesday, June 13, 2012

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