Digital Tools for New Venture Launch

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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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Why Social Media
http://youtu.be/zxpa4dNVd3c
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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 seriously
2. Inbound won’t cut it
3. Good content / Strong offers
4. Call to Action
5. Add Value
6. Social is a 2-way street
7. 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
Facebook
 3-5 posts per day
Google+
 3-5 posts per day
LinkedIn
 1-2 posts per day
Pinterest
 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 EditorPixlr 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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Thank you!
Kelly Cutler, CEO & Founder
kelly@konacompany.com
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