How to Market your Networking Group Online
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How to Market your Networking Group Online

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Analysis of Cape Fear CREW’s website and online strategy and a plan for growth and engagement.

Analysis of Cape Fear CREW’s website and online strategy and a plan for growth and engagement.

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How to Market your Networking Group Online How to Market your Networking Group Online Presentation Transcript

  • + Analysis of Cape Fear CREW’s website and online strategy and a plan for growth and engagement. Presented by, Jenna Curry Director of Marketing, Little Wing Marketing How to Market your Networking Group Online
  • + About Me Director of Marketing, Little Wing Marketing littlewingmarketing.com jenna@littlewingmarketing.com BLOG: abetteruserexperience.com twitter: @jennacurry Port CityYoung Professionals Networking Group Founder and Administrator portcityyoungprofessionals.com facebook.com/portcityyoungprofessionals twitter: @pcyp Good FriendsWilmington Board of Directors, Past Luncheon Chair UNCW Alumni Association Board of Directors UNCW Communication Studies Alumni Chapter President Quality Enhancement for Non Profit Organizations (QENO) Coach
  • + Today’s Agenda n  Updates to CREW website n  6 ThingsYour Homepage Must Do n  What can we do to better market CREW? n  Internal Communications vs External Communications n  Grow CREW Facebook following & engagement n  Grow LinkedIn following & engagement n  Tracking & Analytics n  Cool Tools & Additional Resources n  Questions
  • + A few updates to capefearcrew.org
  • + What can we improve? n  A responsive site is optimized for screens of all sizes. – test in Cybercrab. n  More specifics about Cape Fear CREW versus CREW Network. Show what being a member actually looks like. n  The testimonials are very impactful and demonstrate social proof- the more the merrier. n  To get more qualified traffic to the website we’ll need to publish a variety of content on the blog.
  • + Set SMART Goals For ALLYour Marketing n  Specific n  Do set real numbers with real deadlines. Don't say, "I want more visitors." n  Measurable n  Do make sure that you can track your goal. Don't hide behind buzzwords like "brand engagement" or "social influence." n  Attainable n  Do work toward a goal that is challenging but possible. n  Don't try to take over the world in one night. n  Realistic n  Do be honest with yourself, because you know what you and your team are capable of. n  Don't forget any hurdles you may have to overcome. n  Timebound n  Do give yourself a deadline. n  Don't keep pushing towards a goal you might hit "some day."
  • + Goals for CREW n  Increase membership by 20% by July 31, 2013 n  Increase sponsorships by 400% by July 31, 2013 n  Increase traffic to the website by 20% by July 31, 2014 n  Increase Facebook likes by 400% by May 1, 2014 n  Increase LinkedIn following by 400% by May 1, 2014
  • + What should go on a website? n  http://abetteruserexperience.com/2012/03/6-things-your- home-page-must-do-to-keep-from-sucking/ n  6 ThingsYour Website Must Do (to keep from sucking) n  Needs to speak the users language n  Needs to communicate who the customer is n  Needs to communicate the core benefits n  Needs to show passion for the product n  Needs to build trust n  Needs to push user into the sales funnel n  Responsive Design n  UX
  • + Why does Cape Fear CREW have a website? n  No really, I’m asking. n  It’s a tool that does what? n  Meets internal organizational needs n  Meets external organizational needs n  Who is using the website?
  • + Why should we have a blog? n  To attract and instill credibility for our current and potential sponsors: n  What content will attract sponsors? n  To attract new members. n  What content do potential members want, need and value? n  To communicate with and to provide value to current members. n  What content will our current members find valuable?
  • + Content For The Blog CREW Communications Can… n  Create editorial calendar n  Publish content created by committees to the website n  Share content on CREW social networks
  • + Content For The Blog CREW Sponsorship Committee Can… n  Create content that is appealing to sponsors n  Acquire new sponsor info, logo, graphics n  Create write-up about our current sponsors CREW Membership Committee Can… n  Create content that is appealing to potential members n  Acquire new member contact info, photos, write-up n  Create write-ups about our current members
  • + Content For The Blog CREW Community Outreach Committee Can… n  Create content about past and future community outreach opportunities and projects. n  Take photos n  Take video
  • + What kinds of content? n  Photos n  Photo albums n  Video n  Info-graphics n  Checklists n  How-to’s n  Endorsements n  Charts n  Interviews n  Case studies n  Testimonials n  Comparison Charts n  Stories
  • + What kinds of content?
  • + Increase Facebook Following CREW Communications Committee Can… n  Post photos of meetings, events, members in the community. n  Share posts published on the blog about upcoming events, speakers, membership drives, new sponsors, achievements of our members that link back to that page or post on the website. n  Share content from our members n  Ask questions to our followers n  Share industry related information and news
  • + Increase Facebook Following CREW Membership Can… n  Like the page on Facebook and Subscribe to updates n  Like as your own business Page if you have one n  Share a link to the page with friends that would benefit from the content we are sharing and/or would want to join CREW. n  Like, share and comment on posts from Cape Fear Crew. n  Tag Cape Fear Crew in posts about the group or people in the group n  Tag yourself in photos n  Check in to Cape Fear Crew when you go to meetings
  • + Increase LinkedIn Following CREW Communications Committee Can… n  Share posts published on the blog about upcoming events with speakers, membership drives, new sponsors, achievements of our members that link back to that page or post on the website. n  Share original content from our members n  Share original content as it relates to commercial real estate n  Share curated local and regional industry news that impacts commercial real estate.
  • + Increase LinkedIn Following CREW Membership Can… n  Follow Cape Fear CREW with your personal LinkedIn profile n  Search for connections could make good members of CREW or would benefit from following our professional content and send them a message on LinkedIn. n  Like, share, and comment on posts from Cape Fear Crew n  Add Cape Fear Crew to your Organizations on your profile
  • + Tracking & Iterating: Google Analytics
  • + Tracking & Iterating: Google Analytics n  Where are your visitors coming from? n  What keywords are they searching for? n  How long are they staying on the site? n  Which pages are they spending the most time on? n  Goal Tracking n  Event Tracking
  • + Tracking & Iterating: Facebook Insights
  • + Tracking & Iterating: Bit.ly
  • + Tracking & Iterating: Likealyzer
  • + Cool Tools: PicMonkey n  PicMonkey
  • + Cool Tools n  Website Tools n  Wordpress n  YOAST SEO plugin n  Shareaholic n  Social Media Tools n  Likealyzer n  Hootsuite n  Email Tools n  MailChimp n  Video Tools n  YouTube for Non Profits n  Your Smart Phone n  Vine & Instagram Video n  Cycloramic n  Survey Tools n  Survey Monkey n  Tracking/Analytics Tools n  Google Analytics n  Bit.ly n  Facebook Insights n  Photo/Editing n  PicMonkey n  Sumopaint n  Creative Commons n  All-Free-Download n  User Testing n  5 Second Test n  Clicktale n  Content Creation Tools Editorial Calendar Template Hubspots Blog Topic Generator
  • + Questions? Jenna Curry Director of Marketing Little Wing Marketing jenna@littlewingmarketing.com (828) 719-9916 abetteruserexperience.com Twitter: @jennacurry