Let’s Get Digital! - MSAE · Facebook Audit: Exercise 2 Let’s get interactive! Find a partner for this exercise. RULES • It cannot be someone who works in the same organization

MICHIGAN SOCIETY OF ASSOCIATION EXECUTIVES

BLUE WATER CONVENTION CENTER | JULY 11-13 | MSAE.ORG



Let’s Get Digital!

Intro• Presenter: ROB McCARTY, Managing Partner of The Image Shoppe

• Became Managing Partner in September 2003

• BA: Aquinas College, BS: Grand Valley State University

• Branding experience across various industries, including restaurants, commercial real estate,

city- and county-wide environmental/sustainability initiatives, and more

• Five-time earner of Grand Rapids Business Journal “40 Under 40” award



Agenda• State of Digital Marketing

• Websites

• Activity: Express Website Audit

• Search Engine Optimization

• Social Media

• Activity: Express Social Media Audit

• Search Engine Marketing/Social Media Marketing

• Q&A



State of Digital Marketing

Starting with the Basics: HOW DIGITAL IS ACTIVATED

It starts with a Web Browser:• Explorer, Firefox, Chrome

• Example: Direct Search www.theimageshoppe.com

• Then, a Search Engine: • Google, Bing, Yahoo, Baidu, etc.

• Example search: Brand Marketing Firm Grand Rapids



State of Digital Marketing

Starting with the Basics: Digital Universe

A CONTENT-DRIVEN UNIVERSE• Websites• Blogs• Social Media• Video• Photos• Mobile Apps• Email• Search Engine Marketing (SEM)• Social Media Marketing (SMM)• 580 Accessibility compliance



State of Digital Marketing: Websites

WHY IS DIGITAL SO IMPORTANT?

Source: The Atlantic



Websites

Why are websites so important?

• Reliable way for people to find you• Directly tied to Google Search• A good URL can be memorable

• Name of your company• Easier to promote

• You own the content you produce*• *Caveat: not all websites give you ownership

rights to your content• Example: Free WordPress Terms of

Service allow WP to shut down your site without cause at any time



Website Audit: Exercise 1

Let’s get interactive! Find a partner for this exercise.

RULES• It cannot be someone who works in the same

organization as you

• This is not intended to be demeaning or negative—it’s just a quick assessment of your website. BE KIND TO OTHERS! J

• Complete the intro questions with each other and then work through the audit on your own. I’ll call time and then you can discuss your finds.

• We have 15 minutes to complete this portion task. Please alert me if you need help!

QUESTIONS

ASK THESE QUESTIONS BEFORE LOADING THE WEBSITE

1. What is the URL to your website? ______________________________________________________________________

2. What type of business are you? (check one) B2B B2C C2C C2B

3. What is the purpose of your website? __________________________________________________________________

4. Who is your Target Audience? _________________________________________________________________________

GETTING STARTED

1. Is the website responsive? Yes No

2. Does it load quickly? Yes No

3. From the homepage can you immediately identify what they do? Yes No

4. Is the navigation easy to use? Yes No

5. Is the site visually pleasing? Yes No

CONTENT

1. Does this site have an About page? Yes No

2. Does it help you understand or create a connection to the business? Yes No

3. Does it tell a story? Yes No

4. Does the content carry the brand and visual identity well? (Appropriate fonts, logo and color usage for the industry

or type of business) Yes No

5. Is the visual content (images, videos) stock or custom? Yes No Can you tell? Yes No

6. Do they have a blog? Yes No When is the last time they posted a blog? __________________

7. Are there evident call(s) to action on the website? Yes No

8. Is there too much content? Yes No

9. Does their audience need a lot of data to help build a case? Yes No

10. Does the content you are reviewing make sense to you? Yes No

11. Are the Social Media connections obvious? Yes No

12. Do they have reviews and/or testimonials? Yes No

13. Were there any glitches or hang ups? Yes No If yes, please describe. (Examples: images not loading,

or not loading correctly, etc.) ____________________________________________________________________________________

14. How many calls-to-action (CTAs) were apparent on the site? __________________

(CTAs can include contact forms, phone/email, downloads, chat features or login areas)

FINISH

1. Did your experience using this website correlate to the purpose that was defined at the start of the audit?

Yes No

2. If you answer was no, how did it differ? __________________________________________________________________

TIS E X P R E S S W E B S I T E AU D I T

Find a person next to you, or close by, who isn’t from your organization.

Ask one another the following questions on this form, and fill it out with the answers.



Website Audit: Exercise 1

Ask these questions before loading the website.

1. What is the URL to your website?2. What type of business are you?3. What is the purpose of your website?4. What is your Target Audience?

Getting Started1. Is the website responsive?2. Does it load quickly?3. From the homepage can you immediately identify

what they do?4. Is the navigation easy to use?5. Is the site visually pleasing?

Content1. Does the site have an About page?2. Does it help you understand or create a

connection to the business?3. Does it tell a story?4. Does the content carry the brand and visual

identity well?5. Is the visual content stock or custom? Can

you tell?6. Do they have a blog? When is the last time

they posted a blog?7. Are there evident call(s) to action on the

website?8. Is there too much content?9. Does their audience need a lot of data to help

build a case?10. Does the content you are reviewing make

sense to you?11. Are the Social Media connections obvious?12. Do they have reviews and/or testimonials?13. Were there any glitches or hang ups?14. How many calls-to-action were apparent on

the site?

Finish

1. Did your experience using the website correlate to the purpose that was defined at the start of the audit?

2. If your answer was no, how did it differ?



Website Audit: Review

What did you learn?

What does your website currently do well? What are some areas for improvement?

What specific tasks does your team need to do to make any necessary improvements?

Questions? Comments?



ONE MINUTE STRETCH #healthybyassociation



SEO

• Practice is both technical and content-driven

• Work you do to influence search ranking

• Good SEO is HARD work… stay away from “quick fixes”

Search Engine Optimization (SEO)



• Technical • How is your site structured and

organized? Can crawlers, bots, get the information the way they need it?

• Title Tags• Hierarchy/Content Structure• Image Tags (alt and title tags)• Site Map submitted to Google

Webmaster Tools• Local Search

• Google My Business listing*• Also consider using a

local listing tool like MOZ Local






• Content• Optimized content, from page content to

blogs• Well-written

• Keyword-researched content• Cite other credible topic authorities

– link them and their content• Alert them of your content• Create a network(s) of mavens

in your space to share and promote content (yours and theirs)

• Use other digital marketing channels to promote your content!• Social Media• Email• SEM


Let’s start with the basics:• Social networking sites and apps cover a broad

range of demographics and users• Content- and user-driven by nature• Popular social media platforms:

• Facebook*• LinkedIn*• Twitter*• Instagram*• Pinterest • YouTube• Google+• Reddit• Snapchat• Tinder• Bumble

Social Media



Consider your content and voice per channel. Each audience has a different way to process information.

Examples:

• LinkedIn = Business-forward• Be professional… think before you post!

• Twitter = Limited characters• Concise and engaging

• Facebook = Conversational, more relaxed• More opportunity for engaging your audience

Remember all of your audience and channels can be great feeder sources to your website and blog!

Social Media



LINKEDIN

Quick facts• 467 million+ users• Monthly active users: 106 million• Total US users: 133 million• Acquires 2 new users every second• 57% of users are male• 44% of of LI users earn $75k+ per year• Average CEO has over 930 connections

*Facts from Omnicore – omnicoreagency.com

Social Media



LINKEDIN

Quick Audit Tactics:

• Review goals and KPIs per channel• Review business profile for completeness

• Completeness of About and Company Details• Review content and positioning of your

content• Link to your blog when you post new content

Social Media



TWITTER

Quick facts• Over 317m monthly active users • 79% of user accounts are based out of the US• Total US users: 67 million• 80% of Twitter users are on mobile• 54% of Twitter users earn $50k+ per year• Over 500m tweets per day


Social Media



TWITTER

Quick Audit Tactics

• Review goals and KPIs per channel• Review profile for completeness

• Profile picture • Review hashtags • Review frequency• Review who you’re following• Review your followers

• Are you following your vendors/customers?

• Are you using photos with your tweets?• Are users liking, retweeting, or replying to

your tweets?

Social Media



INSTAGRAM

Quick facts• Over 700m monthly active users• 80% of user accounts are based out of the US• Total US users: 77.6m• 68% of users are female• 17% of teens say Instagram is the most important

social media platform• Instagram’s most used #’s:

• #love• #me• #Cute• #Follow• #instagood

• *Facts from Omnicore – omnicoreagency.com

Social Media



INSTAGRAM

Quick Audit Tactics

• Review goals and KPIs• Review branding and voice

• Are you following brand standards for writing style, colors, photos, video?

• Are you using high-quality assets?• Are you responding to comments and posts?• Are you using hashtags?

• Do you have a branded hashtag?

Social Media



FACEBOOK

Quick facts• Over 2b monthly active users• 1.66b Mobile monthly users • 53% of users are female• 79% of 30-49-year-olds online in the US (from

Millennial-Gen X) use Facebook• 40m small businesses have Facebook pages• Average user visit: 20 minutes


Social Media



Facebook

Why is Facebook important?• Largest social media platform in the world• Most engaged user bases• Google also owns:

• Instagram• Oculus VR

• Great tool to share content, ideas, run competitions, and stay in front of customers

• Many advertising tools and opportunities



Facebook Audit: Exercise 2Let’s get interactive! Find a partner for this exercise.

RULES• It cannot be someone who works in the same

organization as you

• This is not intended to be demeaning or negative—it’s just a quick assessment of your website. BE KIND TO OTHERS! J

• Complete the intro questions with each other and then work through the audit on your own. I’ll call time and then you can discuss your finds.

• We have 15 minutes to complete this portion task. Please alert me if you need help!

QUESTIONS

ASK THESE QUESTIONS BEFORE LOADING THE WEBSITE

1. What is the URL to your Facebook page? __________________________________________________________________________

2. What type of business are you? (check one) B2B B2C C2C C2B

3. What is the purpose of your Facebook page? ______________________________________________________________________

4. Who is your Target Audience with Facebook? ______________________________________________________________________

5. How many followers does your page have? _________________________________

GETTING STARTED

1. Is the Facebook profile complete? Review the About page

a. Business hours? Yes No

b. Location info? Yes No

c. Parking? Yes No

d. Contact info? Yes No

e. About? Yes No

f. Public transit stops? Yes No

g. Payment types accepted? Yes No

h. Type of business? Yes No Is it accurate? Yes No

2. Reviews? Yes No If yes, how many? _________________________

3. Events? Yes No

4. Do they have a cover image? Yes No Does it look right, size proportion? Yes No

5. Do they have a profile image? Yes No

CONTENT

1. How often do they post? _______________________________________________

2. Does their content help you understand or create a connection to the business? Yes No

3. Does the content carry a consistent voice for the brand? Yes No

4. Do they use proper grammar and spelling? Yes No

5. Are people engaging with the content? (liking, sharing, commenting) Yes No

FINISH

1. Did your experience engaging with this Facebook page correlate to the purpose that was defined at the

start of the audit? Yes No

2. If you answer was no, how did it differ? __________________________________________________________________

TIS E X P R E S S FAC E B O O K AU D I T

Find a person next to you, or close by, who isn’t from your organization. Ask one another

the following questions on this form, and fill it out with the answers. If your organization

doesn’t have a Facebook page, it’s okay – you will audit a competitor or vendor’s page.



Facebook Audit: Exercise 2

Ask these questions before loading the website.

1. What is the URL to your Facebook page?

2. What type of business are you?3. What is the purpose of your Facebook

page?4. Who is your Target Audience with

Facebook?5. How many followers does your page

have?

Getting Started1. Is the Facebook profile complete?

Review the About page.1. Business hours?2. Location info?3. Parking?4. Contact info?5. About?6. Public transportation?7. Payment types accepted?8. Type of business? Is it accurate?

2. Reviews? If yes, how many?3. Events?4. Do they have a cover image? Does it

look right, size proportion?5. Do they have a profile image?

Content1. How often do they post?2. Does their content help you

understand or create a connection to the business?

3. Does the content carry a consistent voice for the brand?

4. Do they use proper grammar and spelling?

5. Are people engaging with the content?

Finish1. Did your experience engaging

with this Facebook page correlate to the purpose that was defined at the start of the audit?

2. If your answer was no, how did it differ?



Facebook Audit: Review

What did you learn?

What does your Facebook page currently do well? What are some areas for improvement?

What specific tasks does your team need to do to make any necessary improvements?

Questions? Comments?



• What is SEM?• Search Engine Marketing is

advertising done within the SERPs (Search Engine Results Page)

• Also know as PPC (Pay Per Click)

• What is Display Advertising?• A great tool to build brand awareness• Digital billboards on websites

• Yahoo, CNN, Fox, etc.• What is SMM?

• Social Media Marketing is advertising done within the social media environment

• Promoted content, display ads, etc.

Paid-for Advertising: Digital Media Types



Wrap up!• Establish goals and key performance indicators (KPIs) before engaging a new marketing

channel (digital or other!)• Even if your goals are simple to start, make sure to have them in place

• Before you engage marketing, make sure your BRAND is ready to market

• Work with professionals to accomplish your goals if you have the resources available



About The Image Shoppe (TIS)

• Founded in 2000 by Karen Tracey, Karen Tracey Design

• Officially became The Image Shoppe in 2003 when Rob and Troy became

partners

• Certified B Corporation: Using business as a force for good for our employees,

community and planet

• Focused on the triple bottom line: People, Planet, Profit

• 9 strong: Designers, developers, copywriters, account managers



Brand Marketing Ally:

Your lifelong marketing partners who

go all-in to help businesses create

transparent brands

Q&A

THANK YOU!



Documents

Let’s Get Digital! - MSAE · Facebook Audit: Exercise 2 Let’s get interactive! Find a partner for this exercise. RULES • It cannot be someone who works in the same organization