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Building A Winning Social Media    Strategy    Andrew Schiestel | Chief of WOW!    tbk Creative | Web Design & Social Medi...
Strategic PlanningWednesday, June 13, 2012
Platform SelectionWednesday, June 13, 2012
Platform Selection         Facebook          Google+            Twitter        You Tube          Pinterest        Blogging...
Success Targets    1.Community Size    2.Editorial Output    3.Engagement Levels    4.Website Visits    5.Online Donations...
Platform Setup      No Cost QuickieWednesday, June 13, 2012
Platform Setup    Custom DesignedWednesday, June 13, 2012
The Rules     According to Facebook.com   1. No Call to Actions   2. No Website URL’s   3. No Company Contact             ...
Platform Setup     Facebook Subpages  1. Facebook Basic Welcome   2. Facebook Subpage     Page                         wit...
Community Marketing                           1. Internal Collateral                           2. Event Registration      ...
Community Marketing      1. EventsWednesday, June 13, 2012
Community Marketing      2. Internal CollateralWednesday, 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 MarketingWednesday, June 13, 2012
Community Marketing      5. Facebook Advertising      Display vs. Promote vs. Sponsored StoriesWednesday, June 13, 2012
Community Marketing     6. Bonus: Social Media Campaigns                                        Trivia King               ...
Content Strategy     1. Persona     2. The Secret Sauce     3. Communications Pillar     4. Build an Editorial Calendar   ...
Content Governance     1. Remove the extra Chefs     2. Assign a Community Manager & Author(s)     3. Software/Tools (ie. ...
Managing Negative Posts     The Golden Rule:     Be responsible     but don’t tolerate it.Wednesday, June 13, 2012
Analytics & Reporting    Facebook Insights    Google Analytics    Bit.lyWednesday, June 13, 2012
Optimization                           “Sharpen the Saw”Wednesday, June 13, 2012
Bonus:    6 Tips to Improve Your WebsiteWednesday, 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 focus...
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, Phot...
THANK - YOU!    Andrew Schiestel    tbk Creative | Web Design & Social Media Marketing    www.tbkcreative.com             ...
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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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Transcript of "Building a Winning Social Media & Digital Marketing Strategy / Andrew Schiestel, tbk Creative"

  1. 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
  2. 2. Strategic PlanningWednesday, June 13, 2012
  3. 3. Platform SelectionWednesday, June 13, 2012
  4. 4. Platform Selection Facebook Google+ Twitter You Tube Pinterest BloggingWednesday, June 13, 2012
  5. 5. Success Targets 1.Community Size 2.Editorial Output 3.Engagement Levels 4.Website Visits 5.Online Donations (from social) 6. Volunteer RegistrationWednesday, June 13, 2012
  6. 6. Platform Setup No Cost QuickieWednesday, June 13, 2012
  7. 7. Platform Setup Custom DesignedWednesday, June 13, 2012
  8. 8. The Rules According to Facebook.com 1. No Call to Actions 2. No Website URL’s 3. No Company Contact InformationWednesday, June 13, 2012
  9. 9. Platform Setup Facebook Subpages 1. Facebook Basic Welcome 2. Facebook Subpage Page with utility 3. Twitter BackgroundWednesday, June 13, 2012
  10. 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 AppsWednesday, June 13, 2012
  11. 11. Community Marketing 1. EventsWednesday, June 13, 2012
  12. 12. Community Marketing 2. Internal CollateralWednesday, June 13, 2012
  13. 13. Community Marketing 3. Your Website The Best Plug - In:Wednesday, June 13, 2012
  14. 14. Community Marketing 3. Your Website The least effective plug-in:Wednesday, June 13, 2012
  15. 15. Community Marketing 4. Email MarketingWednesday, June 13, 2012
  16. 16. Community Marketing 5. Facebook Advertising Display vs. Promote vs. Sponsored StoriesWednesday, June 13, 2012
  17. 17. Community Marketing 6. Bonus: Social Media Campaigns Trivia King by tbk CreativeWednesday, June 13, 2012
  18. 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. 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 GuidelinesWednesday, June 13, 2012
  20. 20. Managing Negative Posts The Golden Rule: Be responsible but don’t tolerate it.Wednesday, June 13, 2012
  21. 21. Analytics & Reporting Facebook Insights Google Analytics Bit.lyWednesday, June 13, 2012
  22. 22. Optimization “Sharpen the Saw”Wednesday, June 13, 2012
  23. 23. Bonus: 6 Tips to Improve Your WebsiteWednesday, June 13, 2012
  24. 24. Bonus: 5 Tips to Improve Your Website 1. People don’t read....Wednesday, June 13, 2012
  25. 25. Bonus: 5 Tips to Improve Your Website 2. There’s never too many Donate Now buttons.Wednesday, June 13, 2012
  26. 26. Bonus: 5 Tips to Improve Your Website 3. Where possible, use professional photography.Wednesday, June 13, 2012
  27. 27. Bonus: 5 Tips to Improve Your Website 4. Experiment with pop-ups.Wednesday, June 13, 2012
  28. 28. Bonus: 5 Tips to Improve Your Website 5. Communicate your brand promises.Wednesday, June 13, 2012
  29. 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 emailsWednesday, June 13, 2012
  30. 30. Second Last Bonus: Use email marketing...Wednesday, June 13, 2012
  31. 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. 32. THANK - YOU! Andrew Schiestel tbk Creative | Web Design & Social Media Marketing www.tbkcreative.com @tbkcreative @AndrewSchiestel facebook.com/tbkcreativeWednesday, June 13, 2012
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