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How$To$Implement$a$$
Social$Media$Marke5ng$Plan$$
With$Limited$Resources$

Elly$Deutch$
April&23,&2013&
#SMSSummit&
AGENDA$
2  Who$is$Elly$Deutch?$
2  Leveraging$your$marke5ng$material$for$social$media$
2  Developing$a$social$media$strate...
Leveraging$your$marke5ng$material$$
SQUARE$1$
2  Create&audit&of&all&exis;ng&
marke;ng&resources&
2  Get&to&know&the&background&and&
intelligence&of&your&staff...
Create$audit$of$all$exis5ng$marke5ng$resources$
2  Company&background&&&team&bios&
2  Mission&statement,&objec;ve,&&&compa...
Get$to$know$the$background$and$intelligence$of$your$
staff$and$company$
2 

Try&a&team&building&exercise&to&get&to&know&all...
Gather$or$develop$marke5ng$goals$and$objec5ves$to$
align$with$social$media$plan$
&

2 

What&is&the&purpose&of&having&a&ma...
UNDERSTAND$YOUR$BUDGET$
2  Breakdown&your&budget&
2  Eliminate&unnecessary&spends&
&
2  Es;mate&your&daily/weekly&alloWed&...
Developing$a$social$media$strategy$
IT’S$AS$EASY$AND$AS$CHEAP$AS$1,$2,$3$(well$sort$of)$
2  Understand&your&opportunity&
2  Iden;fy&conversa;ons&already&
happ...
3$STEPS$TO$START$CREATING$CONTENT$
VOICE$

LANGUAGE$

PURPOSE$

What$is$your$social$voice?$
&Classy &
&Excited &
&Sassy
&
...
Now$that$you’ve$built$your$voice,$
$what$percentage$of$your$messaging$is$about….$

Products&

Lifestyle/
Culture&

Brand&
STEPS$FOR$BUILDING$YOUR$SOCIAL$STRATEGY$
LISTEN$

MEASURE$

GOALS/
OBJECTIVES$

ENGAGE$

DEVELOP$
STRATEGY$

BUILD$
CONTEN...
LISTEN$$
Your$customers$are$your$company,$so$it’s$impera5ve$$
&
to$listen$and$learn$from$their$feedback$
&

2  Look&at&wha...
CREATE$GOALS$AND$OBJECTIVES$
2  Know&the&objec;ve(s)&of&the&company&like&the&back&of&&
&&&&your&hands&
&
2  Understand&how...
SOCIAL$STARTING$POINTS$
2  Why&would&someone&“Like”&your&Page&or&follow&your&company?&
2  How&many&fans&does&your&Facebook...
DEVELOPING$YOUR$SOCIAL$STRATEGY$
2  Brainstorm&all&possible&keywords,&terms&and&hashtags&(#)&that&you&
will&use&to&search&...
DEVELOPING$YOUR$SOCIAL$STRATEGY$(CONTINUED)$
2  Establish&employee$guidelines$for&engaging&in&social&media&
channels&
2  B...
STRATEGY$FOR$BUILDING$YOUR$SOCIAL$CONTENT$
2  Develop&your&social&voice&/&persona,&and&stay$consistent$
&
2  Build$out$pla...
SOCIAL$CONTENT$IDEAS$
KEY$TO$ONLINE$SUCCESS:$write&fresh,&engaging&content&that&is&relevant&to&your&brand&
&
WAYS$TO$KEEP$...
CREATING$YOUR$ENGAGEMENT$STRATEGY$
2  Create&meaningful$messages$and$relevant$updates$that&you&AND&your&
consumers&would&w...
ENGAGE!$
2 

Engage&in&the&conversa;ons&already&
happening&online&

2 

Express&your&points&of&view&and&have&your&
social$...
IDENTIFY$YOUR$#1$METRIC$
What$is$the$#1$purpose$for$growing$your$presence$online?$
$

2  Traffic&
2  Leads/Sales&
2  Reach&
...
MEASURE$AND$EVALUATE$
2  Use$established$metrics&that&are&
relevant&with&your&objec;ve(s)&
2  i.e.&Engagement,&
Demographi...
Social$Marke5ng$Analy5cal$Tools$
WHY$DO$MARKETERS$USE$IT$

2 
2 
2 
2 
2 
2 
2 

#1&social&networking&site&on&the&web&
More&than&1&billion&users&
Instant&a...
FACEBOOK$ANALYTICS$
WHY$DO$MARKETERS$USE$IT$

2  600&million&users&&&400&million&tweets&per&day&
2  Real2;me&news&feed&from&around&the&globe&
...
TWITTER$ANALYTICS$
WHY$DO$MARKETERS$USE$IT$

2  World’s&largest&video&sharing&pladorm&
2  More&than&1&billion&unique&users&visit&YouTube&
eac...
YOUTUBE$ANALYTICS$
WHY$DO$MARKETERS$USE$IT$

2  World’s&largest&professional&networking&site&
2  200m&members&in&200+&countries&and&
territor...
LINKEDIN$ANALYTICS$
2  LinkedIn&FREE&Page&Insights&
for&your&page&
&
2  Ability&to&post&company&
updates&and&industry&ar;c...
WHY$DO$MARKETERS$USE$IT$
2 
2 
2 
2 
2 
2 
2 
2 

400m&users&on&Google+&
Op;mize&SEO&rankings&in&#1&search&engine&
Profess...
GOOGLE+$ANALYTICS$
Collaborate$with$partner$organiza5ons$
COLLABORATE$WITH$YOUR$PARTNERS$ONLINE$
2  Remember&that&list&of&partners/sponsors&organiza;ons&you&
work&or&have&worked&wi...
SOCIALIZING$YOUR$WEBSITE$
HOW$TO$INTEGRATE$SOCIAL$INTO$YOUR$WEBSITE$
2  Why&do&all&this&work&and&not&see&the&results?&
2  Add&visible&social&graphic...
MAXIMIZING$YOUR$WEBSITE$
2  Op;mize&social&channels&with&similar&imagery&on&website&
&
2  Create&online&advocacy/loyalty&p...
MASTERING$SOCIAL$MEDIA$$
ON$A$SMALL$BUDGET$
MASTERING$SOCIAL$MEDIA$ON$A$SMALL$BUDGET$
2 
2 
2 
2 

Don’t&be&overwhelmed&&
Prac;ce&your&10,000&hours&
Be&a&master&of&yo...
KEY$TAKEWAYS$
2  Be&social,&don’t&just&be&online&
2  Engage,&interact&and&be&transparent&with&fans&and&
followers&
&
2  Se...
QUESTIONS?$
THANK$YOU!$
ellydeutch@gmail.com&
&
hWp://twiWer.com/deutche&
&
hWp://linkedin.com/in/ellydeutch&
Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch
Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch
Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch
Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch
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Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch

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Struggling to budget social media into your company? Learn a few tricks of the trade on how to implement a social media marketing plan with unlimited resources by Elly Deutch.

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Transcript of "Social Media Strategies Summit: How to Implement a Social Media Marketing Plan with Limited Resources by Elly Deutch"

  1. 1. How$To$Implement$a$$ Social$Media$Marke5ng$Plan$$ With$Limited$Resources$ Elly$Deutch$ April&23,&2013& #SMSSummit&
  2. 2. AGENDA$ 2  Who$is$Elly$Deutch?$ 2  Leveraging$your$marke5ng$material$for$social$media$ 2  Developing$a$social$media$strategy$and$policy$ 2  Iden5fying$the$right$social$marke5ng$and$analy5cal$ tools$ $ 2  Collabora5ng$with$partner$organiza5ons$ 2  Socializing$your$website$
  3. 3. Leveraging$your$marke5ng$material$$
  4. 4. SQUARE$1$ 2  Create&audit&of&all&exis;ng& marke;ng&resources& 2  Get&to&know&the&background&and& intelligence&of&your&staff&and& company& 2  Gather&or&develop&marke;ng&goals& and&objec;ves&to&align&with&social& media&plan& 2  Understand&your&budget&and& prepare&
  5. 5. Create$audit$of$all$exis5ng$marke5ng$resources$ 2  Company&background&&&team&bios& 2  Mission&statement,&objec;ve,&&&company&purpose& 2  Press&releases,&media&kit&&&communica;ons&materials& 2  Past&&&current&partners/sponsors& 2  Website&materials&&&managers&contact&informa;on& 2  Email&marke;ng&materials&&&database& 2  Image&Database&
  6. 6. Get$to$know$the$background$and$intelligence$of$your$ staff$and$company$ 2  Try&a&team&building&exercise&to&get&to&know&all&the&members&in& your&organiza;on& 2  Understand&the&value&that&they&bring&to&the&company,&and&the& resources&you&already&may&have&in&house& 2  Encourage&the&advancement&of&learning&and&educa;on& 2  Touch&base&every&week&or&every&other&week&with&fun&& &“non2work”&related∾vity& &
  7. 7. Gather$or$develop$marke5ng$goals$and$objec5ves$to$ align$with$social$media$plan$ & 2  What&is&the&purpose&of&having&a&marke;ng&strategy?& 2  What&are&the&marke;ng&goals&and&objec;ves&for&your& company?& & 2  & 2  Why&do&you&want&to&enhance&your&social&media&presence?& What&synergies&do&you&see&between&your&tradi;onal& marke;ng&and&your&social&media&marke;ng?& 2  How&can&you&align&your&goals&and&objec;ves&within&the&social& space&to&integrate&your&marke;ng&plan?& 2  How&can&you&help&set&reasonable,&realis;c&guidelines&and& expecta;ons&for&your&company?&
  8. 8. UNDERSTAND$YOUR$BUDGET$ 2  Breakdown&your&budget& 2  Eliminate&unnecessary&spends& & 2  Es;mate&your&daily/weekly&alloWed&;me& 2  Develop&a&tracker&for&your&;me& & 2  Op;mize&your&;me&wisely& 2  Revisit&;me&tracker&and&budget&monthly&
  9. 9. Developing$a$social$media$strategy$
  10. 10. IT’S$AS$EASY$AND$AS$CHEAP$AS$1,$2,$3$(well$sort$of)$ 2  Understand&your&opportunity& 2  Iden;fy&conversa;ons&already& happening&around&your&brand& and&integrate&with&your&current& marke;ng&strategy& 2  Engage&in&conversa;on&and& establish&your&social&stature&to& become&an&influencer&in&the& social&space&
  11. 11. 3$STEPS$TO$START$CREATING$CONTENT$ VOICE$ LANGUAGE$ PURPOSE$ What$is$your$social$voice?$ &Classy & &Excited & &Sassy & &Relatable& &Fun2loving& &Easy2going& What$type$of$language$do$you$want$to$use$to$build$$ your$voice$persona?$ &Authen;c& & &Understanding &Demanding& &Ac;on2oriented &Family2friendly &Realis;c& What$is$the$purpose$of$your$voice$and$messages$you$are$$ sending$to$your$customers?$ &Reward & &Entertain& &Provide&sustenance& &Connect & &Amuse & &Environment&&
  12. 12. Now$that$you’ve$built$your$voice,$ $what$percentage$of$your$messaging$is$about….$ Products& Lifestyle/ Culture& Brand&
  13. 13. STEPS$FOR$BUILDING$YOUR$SOCIAL$STRATEGY$ LISTEN$ MEASURE$ GOALS/ OBJECTIVES$ ENGAGE$ DEVELOP$ STRATEGY$ BUILD$ CONTENT$
  14. 14. LISTEN$$ Your$customers$are$your$company,$so$it’s$impera5ve$$ & to$listen$and$learn$from$their$feedback$ & 2  Look&at&what&people&are&currently&saying&about&your&brand&online& 2  Keep&an&open&mind&and&take&everything&into&considera;on& 2  Decide&which&networks&generate&the&most&conversa;ons&and&serve& a&purpose&for&your&brand& 2  Iden;fy&key&influencers&& & & && & 2  Analyze&customer&feedback&and&track&sen;ment&over&;me && & 2&&&Assess&the&overall&conversa;on&&&plan&on&best&ways&to&engage&
  15. 15. CREATE$GOALS$AND$OBJECTIVES$ 2  Know&the&objec;ve(s)&of&the&company&like&the&back&of&& &&&&your&hands& & 2  Understand&how&to&best&integrate&your&marke;ng&and&PR& efforts&into&your&social&media&marke;ng& 2  Collaborate&with&others&within&your&company&to&fully& comprehend&the&value&of&implemen;ng&social&into&your& marke;ng&structure& 2  Create&reasonable&and&aWainable&goals&for&your&company& online&
  16. 16. SOCIAL$STARTING$POINTS$ 2  Why&would&someone&“Like”&your&Page&or&follow&your&company?& 2  How&many&fans&does&your&Facebook&Page&or&Wikipedia&page&have&already?& 2  What&would&incen;vize&YOU&as&a&consumer&to&“Like”&a&Page&or&follow&a&company?& 2  How&do&you&go&about&engaging&new&fans?& 2  What&demographic(s)&are&you&trying&to&connect&with&online?& 2  How&tech2savvy&is&my&audience?& 2  How&oaen&do&I&interact&with&fans?& 2  How&are&people&going&to&find&my&social&pages&in&the&first&place?& 2  How&do&I&not&just&“add&to&the&noise”?& 2  What&is&the&purpose&of&being∾ve&on&mul;ple&channels?& 2  How&can&I&build&effec;ve&content&that&reaches&my&target&audience?&
  17. 17. DEVELOPING$YOUR$SOCIAL$STRATEGY$ 2  Brainstorm&all&possible&keywords,&terms&and&hashtags&(#)&that&you& will&use&to&search& 2  Develop&ideas&about&what&kind&of&dialogue$will&best&engage&your& specific&audience& 2  Ideate&on&ways&to&promote&features&in&unique,&clear,&enthusias;c,& and&relevant&manner& 2  Set&yourself&up&to&deliver&informa;ve,&friendly&updates&that&serve&a& purpose& 2  Stay&consistent&with&social&voice&and&grammar&across&all&pladorms&& 2  Develop&“Rules&of&the&Road”&for&your&fans&& &
  18. 18. DEVELOPING$YOUR$SOCIAL$STRATEGY$(CONTINUED)$ 2  Establish&employee$guidelines$for&engaging&in&social&media& channels& 2  Become&internal&customer$service$representa5ve$to&answer& ques;ons&online& 2  Present$a$posi5ve$brand$image&without&over&exci;ng&fans&with& excessive&!!!&or&emo;cons&!& $ 2  Monitor$and$scan$social&channels&every&122&hours&to&respond&in& ;mely&manner& 2  Response$5me$is$cri5cal,&so&your&company&will&need&protocols&for& monitoring&your&pages&in&place&before&a&crisis&hits&
  19. 19. STRATEGY$FOR$BUILDING$YOUR$SOCIAL$CONTENT$ 2  Develop&your&social&voice&/&persona,&and&stay$consistent$ & 2  Build$out$planned$content$a&week/month&in&advance&to&prepare& for&upcoming&promo;ons,&events,&and∾vi;es& & 2  Engage&target&audience&in&relevant$conversa5ons$& 2  In&addi;on&to&product/brand&news,&determine&relevant&topics& that&are&tangen;ally&related&to&the&brand& & 2  Create&a&dialogue$with&open2ended&ques;ons,&photos,&contests,& polls,&etc.&
  20. 20. SOCIAL$CONTENT$IDEAS$ KEY$TO$ONLINE$SUCCESS:$write&fresh,&engaging&content&that&is&relevant&to&your&brand& & WAYS$TO$KEEP$YOUR$CONTENT$FRESH:$$ 2  Give&exclusive&promo;ons&with&daily&or&weekly&deals&to&online&customers& 2  Post&;ps,&trivia,&how&to’s&or&quotes&about&your& 2  Provide&liWle&known&facts&or&behind&the&scenes&happenings&about&the&Grille& 2  Poll&your&community&and&share&answers& 2  Invite&user&generated&content&or&guest&publishers&on&the&page& 2  Create&top&10&lists& 2  Deliver&“roving&reporter”&fan&interviews& 2  Livestream&events&& 2  Deliver&breaking&news,&insights&and&upcoming&promo;ons&in&real2;me& 2  Offer&opinions&and&create&controversy& 2  Share&photos&of&your&brand,&products,&employees&and&rela;ve&news& 2  Film&tes;monials&of&customer&apprecia;on& 2  Run&giveaways&or&contests&for&VIP&experiences,&coupons,&gia&cards&or&swag& 2  Give&rewards&or&loyalty&cards&to&fans&who&are&on&specific&channels& &
  21. 21. CREATING$YOUR$ENGAGEMENT$STRATEGY$ 2  Create&meaningful$messages$and$relevant$updates$that&you&AND&your& consumers&would&want&to&read&(otherwise&it’s&just&noise)& 2  Monitor$keywords$and$hashtags$daily$to&engage&new&fans&and&add& new&followers& 2  Par;cipate&in&relevant&Twiaer$chats,&blog/forum&comments,&YouTube& videos&comments/annota;ons&to&increase&brand&exposure&& & 2  Iden5fy$and$interact$with$influencers,&partners,&consumers,&and& poten;al&consumers&& 2  Promote&and&reward$brand$advocates$and&other&loyal&customers& 2  Analyze$progress$and$implement$key$learnings$from&previous& interac;ons& 2  Be&professional,$respeccul$and$tolerant$with&consumers&& 2  Create$a$execu5on$plan&(post&frequency,&and&best&op;mal&;me/days)& and&response&protocols&
  22. 22. ENGAGE!$ 2  Engage&in&the&conversa;ons&already& happening&online& 2  Express&your&points&of&view&and&have&your& social$persona$be&heard& 2  Listen&to&your&fans&and&provide&feedback& with&a&;mely&response& 2  Interact&with&new&customers&and&give$them$ your$apprecia5on$ 2  Develop&content&with&openeended$ ques5ons$$ 2  Make&your&fans,&customers,&and&online& influencers&feel$special$and$unique$ 2  Encourage&fans&to&share$their$experiences$
  23. 23. IDENTIFY$YOUR$#1$METRIC$ What$is$the$#1$purpose$for$growing$your$presence$online?$ $ 2  Traffic& 2  Leads/Sales& 2  Reach& 2  Buzz&(Men;ons)& 2  Customer&Happiness&
  24. 24. MEASURE$AND$EVALUATE$ 2  Use$established$metrics&that&are& relevant&with&your&objec;ve(s)& 2  i.e.&Engagement,& Demographic&breakdown,& Virality,&Sen;ment,&etc.& 2  Develop$a$dashboard&and&track& these&metrics&over&;me& 2  Analyze,$evaluate&and& implement&key&learnings&
  25. 25. Social$Marke5ng$Analy5cal$Tools$
  26. 26. WHY$DO$MARKETERS$USE$IT$ 2  2  2  2  2  2  2  #1&social&networking&site&on&the&web& More&than&1&billion&users& Instant&and&direct&connec;on&with&consumers& Photos&and&videos&are&most&shareable&content& Ease&of&engagement&and&user&generated&content& Variety&of&content&op;ons& Innova;ve&and&on&the&forefront&of&digital&tech&
  27. 27. FACEBOOK$ANALYTICS$
  28. 28. WHY$DO$MARKETERS$USE$IT$ 2  600&million&users&&&400&million&tweets&per&day& 2  Real2;me&news&feed&from&around&the&globe& 2  Connec;on&to&resources&you’ve&never&had& access&to&before& 2  Transparency&and&authen;city& 2  Instant&customer&service&& 2  Mobile&marke;ng&icon&
  29. 29. TWITTER$ANALYTICS$
  30. 30. WHY$DO$MARKETERS$USE$IT$ 2  World’s&largest&video&sharing&pladorm& 2  More&than&1&billion&unique&users&visit&YouTube& each&month& 2  25%&of&global&views&comes&from&mobile&site& 2  72&hours&of&video&uploaded&each%minute&
  31. 31. YOUTUBE$ANALYTICS$
  32. 32. WHY$DO$MARKETERS$USE$IT$ 2  World’s&largest&professional&networking&site& 2  200m&members&in&200+&countries&and& territories& 2  Network&includes&mul;tude&of&Fortune&500& companies&and&85&of&the&Fortune&100& companies&for&corporate&talent&search& 2  More&than&2.6m&Company&Pages& 2  More&than&1m&Groups&worldwide&
  33. 33. LINKEDIN$ANALYTICS$ 2  LinkedIn&FREE&Page&Insights& for&your&page& & 2  Ability&to&post&company& updates&and&industry&ar;cles& 2  Shows&up&in&both&desktop&&& mobile&devices& 2  Especially&great&for&B2B& companies&
  34. 34. WHY$DO$MARKETERS$USE$IT$ 2  2  2  2  2  2  2  2  400m&users&on&Google+& Op;mize&SEO&rankings&in&#1&search&engine& Professional&branded&page&like&LinkedIn& Control&your&content&with&Circles& Opportunity&to&connect&with&broader&fan&base& Google&apps&integra;on& Google+&Hangouts/video&chats& No;fica;ons&
  35. 35. GOOGLE+$ANALYTICS$
  36. 36. Collaborate$with$partner$organiza5ons$
  37. 37. COLLABORATE$WITH$YOUR$PARTNERS$ONLINE$ 2  Remember&that&list&of&partners/sponsors&organiza;ons&you& work&or&have&worked&with&in&the&past?&USE$IT!$ 2  Like,$follow,$&$interact$with&them&on&social&media& 2  Connect$with$the$digital$managers&of&the&companies&you& work&with&to&team&up&and&do&great&things& 2  Create&content$surrounding$current$campaigns&of&partners& or&sponsors& 2  Promote$uniqueness$of$partnerships$both&online&and&offline&
  38. 38. SOCIALIZING$YOUR$WEBSITE$
  39. 39. HOW$TO$INTEGRATE$SOCIAL$INTO$YOUR$WEBSITE$ 2  Why&do&all&this&work&and&not&see&the&results?& 2  Add&visible&social&graphics&&&links&on&your& website& & 2  Add&social&sharing&buWons&to&your&website& 2  U;lize&free&blogging&pladorms&with&built2in& social&features&like&a&Wordpress&plugin& 2  Insert&social&links&into&your&website& infrastructure& 2  Integrate&Google&Analy;cs&into&your&website&
  40. 40. MAXIMIZING$YOUR$WEBSITE$ 2  Op;mize&social&channels&with&similar&imagery&on&website& & 2  Create&online&advocacy/loyalty&programming&for&returning&customers&to& your&website& 2  U;lize&Google&Ad&Words&or&Facebook&Ads&to&drive&followers&to&website& and&social&channels& & 2  Iden;fy&media&and&grassroots&resources&to&seek&out&influencers,&new& customers&and&returning&visitors&to&your&website& 2  Run&a&progressive&fan&campaign&on&your&social&channels&to&get&X&number& of&new&fans/visitors&by&Y&date&for&everyone&to&win& & 2  Analyze&progress&and&evolve&social&strategy&with&new&trends&and& learnings&from&online&interac;ons&with&consumers&
  41. 41. MASTERING$SOCIAL$MEDIA$$ ON$A$SMALL$BUDGET$
  42. 42. MASTERING$SOCIAL$MEDIA$ON$A$SMALL$BUDGET$ 2  2  2  2  Don’t&be&overwhelmed&& Prac;ce&your&10,000&hours& Be&a&master&of&your&own&mind& Set&yourself&up&for&success,&but& learn&from&your&failures& 2  Educate&yourself&and&learn&from& others& 2  Influencers& 2  Top&companies& 2  Blogs& 2  Help&sec;on& 2  FAQ& 2&Keep&an&eye&on&your&compe;;on&
  43. 43. KEY$TAKEWAYS$ 2  Be&social,&don’t&just&be&online& 2  Engage,&interact&and&be&transparent&with&fans&and& followers& & 2  Set&up&a&reasonable&strategic&plan&for&your& organiza;on,&including&analysis&tac;cs&on&how&to& track&your&success& 2  Evangelize&your&brand& 2  Have&fun!& &
  44. 44. QUESTIONS?$ THANK$YOU!$
  45. 45. ellydeutch@gmail.com& & hWp://twiWer.com/deutche& & hWp://linkedin.com/in/ellydeutch&
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