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

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CanadaHelps / MyCharityConnects
CanadaHelps / MyCharityConnects

This document outlines strategies for building a winning social media strategy. It discusses selecting relevant platforms like Facebook, Twitter, YouTube and Pinterest. It also identifies success metrics and provides tips for setting up platform pages. Additional sections cover content strategy, community marketing, analytics and ongoing optimization. The goal is to grow an engaged community and drive website visits and donations through social media.

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Building A Winning Social Media Strategy Andrew Schiestel | Chief of WOW! tbk Creative | Web Design & Social Media Marketing www.tbkCreative.com @AndrewSchiestel @tbkCreative facebook.com/tbkCreative Trusted By: Wednesday, June 13, 2012
Strategic Planning Wednesday, June 13, 2012
Platform Selection Wednesday, June 13, 2012
Platform Selection Facebook Google+ Twitter You Tube Pinterest Blogging 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 Wednesday, June 13, 2012
Platform Setup Custom Designed Wednesday, June 13, 2012
The Rules According to Facebook.com 1. No Call to Actions 2. No Website URL’s 3. No Company Contact Information Wednesday, June 13, 2012
Platform Setup Facebook Subpages 1. Facebook Basic Welcome 2. Facebook Subpage Page with utility 3. Twitter Background Wednesday, June 13, 2012
Community Marketing 1. Internal Collateral 2. Event Registration 3.Verbal Communications 4. Invite Staff,Volunteers & Stakeholders 5. Facebook PPC 6. Traditional Media 7. Email Marketing 8. Website 9. Social Media Campaigns 10. Facebook Apps Wednesday, June 13, 2012
Community Marketing 1. Events Wednesday, June 13, 2012
Community Marketing 2. Internal Collateral Wednesday, June 13, 2012
Community Marketing 3. Your Website The Best Plug - In: Wednesday, June 13, 2012
Community Marketing 3. Your Website The least effective plug-in: Wednesday, June 13, 2012
Community Marketing 4. Email Marketing Wednesday, June 13, 2012
Community Marketing 5. Facebook Advertising Display vs. Promote vs. Sponsored Stories Wednesday, June 13, 2012
Community Marketing 6. Bonus: Social Media Campaigns Trivia King by tbk Creative Wednesday, June 13, 2012
Content Strategy 1. Persona 2. The Secret Sauce 3. Communications Pillar 4. Build an Editorial Calendar 5. And Don’t Forget... Get Unborified! Wednesday, June 13, 2012
Content Governance 1. Remove the extra Chefs 2. Assign a Community Manager & Author(s) 3. Software/Tools (ie. Bitly, Twitpic, Tweetdeck/Hootsuite) 4. Follow Guidelines Wednesday, June 13, 2012
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 Wednesday, June 13, 2012
Optimization “Sharpen the Saw” Wednesday, June 13, 2012
Bonus: 6 Tips to Improve Your Website Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website 1. People don’t read.... Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website 2. There’s never too many Donate Now buttons. Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website 3. Where possible, use professional photography. Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website 4. Experiment with pop-ups. Wednesday, June 13, 2012
Bonus: 5 Tips to Improve Your Website 5. Communicate your brand promises. Wednesday, June 13, 2012
Second Last Bonus: Use email marketing... i Third Party Software (ie. MailChimp.com) ii Educational & Donor focused iii Build the List (importing, donors, etc.) iv Send out once per month emails Wednesday, June 13, 2012
Second Last Bonus: Use email marketing... Wednesday, June 13, 2012
Final Bonus: 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%! Wednesday, June 13, 2012
THANK - YOU! Andrew Schiestel tbk Creative | Web Design & Social Media Marketing www.tbkcreative.com @tbkcreative @AndrewSchiestel facebook.com/tbkcreative Wednesday, June 13, 2012

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

  • 1. Building A Winning Social Media Strategy Andrew Schiestel | Chief of WOW! tbk Creative | Web Design & Social Media Marketing www.tbkCreative.com @AndrewSchiestel @tbkCreative facebook.com/tbkCreative Trusted By: Wednesday, June 13, 2012
  • 4. Platform Selection Facebook Google+ Twitter You Tube Pinterest Blogging Wednesday, June 13, 2012
  • 5. 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
  • 6. Platform Setup No Cost Quickie Wednesday, June 13, 2012
  • 7. Platform Setup Custom Designed Wednesday, June 13, 2012
  • 8. The Rules According to Facebook.com 1. No Call to Actions 2. No Website URL’s 3. No Company Contact Information Wednesday, June 13, 2012
  • 9. Platform Setup Facebook Subpages 1. Facebook Basic Welcome 2. Facebook Subpage Page with utility 3. Twitter Background Wednesday, June 13, 2012
  • 10. Community Marketing 1. Internal Collateral 2. Event Registration 3.Verbal Communications 4. Invite Staff,Volunteers & Stakeholders 5. Facebook PPC 6. Traditional Media 7. Email Marketing 8. Website 9. Social Media Campaigns 10. Facebook Apps Wednesday, June 13, 2012
  • 11. Community Marketing 1. Events Wednesday, June 13, 2012
  • 12. Community Marketing 2. Internal Collateral Wednesday, June 13, 2012
  • 13. Community Marketing 3. Your Website The Best Plug - In: Wednesday, June 13, 2012
  • 14. Community Marketing 3. Your Website The least effective plug-in: Wednesday, June 13, 2012
  • 15. Community Marketing 4. Email Marketing Wednesday, June 13, 2012
  • 16. Community Marketing 5. Facebook Advertising Display vs. Promote vs. Sponsored Stories Wednesday, June 13, 2012
  • 17. Community Marketing 6. Bonus: Social Media Campaigns Trivia King by tbk Creative Wednesday, June 13, 2012
  • 18. Content Strategy 1. Persona 2. The Secret Sauce 3. Communications Pillar 4. Build an Editorial Calendar 5. And Don’t Forget... Get Unborified! Wednesday, June 13, 2012
  • 19. Content Governance 1. Remove the extra Chefs 2. Assign a Community Manager & Author(s) 3. Software/Tools (ie. Bitly, Twitpic, Tweetdeck/Hootsuite) 4. Follow Guidelines Wednesday, June 13, 2012
  • 20. Managing Negative Posts The Golden Rule: Be responsible but don’t tolerate it. Wednesday, June 13, 2012
  • 21. Analytics & Reporting Facebook Insights Google Analytics Bit.ly Wednesday, June 13, 2012
  • 22. Optimization “Sharpen the Saw” Wednesday, June 13, 2012
  • 23. Bonus: 6 Tips to Improve Your Website Wednesday, June 13, 2012
  • 24. Bonus: 5 Tips to Improve Your Website 1. People don’t read.... Wednesday, June 13, 2012
  • 25. Bonus: 5 Tips to Improve Your Website 2. There’s never too many Donate Now buttons. Wednesday, June 13, 2012
  • 26. Bonus: 5 Tips to Improve Your Website 3. Where possible, use professional photography. Wednesday, June 13, 2012
  • 27. Bonus: 5 Tips to Improve Your Website 4. Experiment with pop-ups. Wednesday, June 13, 2012
  • 28. Bonus: 5 Tips to Improve Your Website 5. Communicate your brand promises. Wednesday, June 13, 2012
  • 29. Second Last Bonus: Use email marketing... i Third Party Software (ie. MailChimp.com) ii Educational & Donor focused iii Build the List (importing, donors, etc.) iv Send out once per month emails Wednesday, June 13, 2012
  • 30. Second Last Bonus: Use email marketing... Wednesday, June 13, 2012
  • 31. Final Bonus: 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%! Wednesday, June 13, 2012
  • 32. THANK - YOU! Andrew Schiestel tbk Creative | Web Design & Social Media Marketing www.tbkcreative.com @tbkcreative @AndrewSchiestel facebook.com/tbkcreative Wednesday, June 13, 2012