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AFWA May 2013 Stone Ward Emily Reeves


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Emily Reeves presented to the Accounting and Financial Women's Association of central Arkansas about planning their professional digital presences, whether for themselves as an individual or as a company.

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AFWA May 2013 Stone Ward Emily Reeves

  1. 1. presented by:Emily ReevesDirector ofDigital Innovation& Insight PlanningMay 21, 2013PlanningYour Digital Presence
  2. 2. Presented to:Accounting & Financial Women’s Alliance@reeves501@stoneward
  3. 3. Trends@reeves501@stoneward
  4. 4. The rate at which new products,services, platforms, channels, etc.are churned out means that apartfrom having to spend a large part ofyour working week just keeping up,the new and emerging trends andstrategies mean that you can neverrest on your laurels.@reeves501@stoneward
  5. 5. Digital Planning@reeves501@stoneward
  6. 6. Stop thinking about the tools andstarting thinking about the results.Think about social media, mobileand web across paid, earned andowned media, all as a holistic digitalstrategy that drives desiredexperiences and outcomes.@reeves501@stoneward
  7. 7. The Mandatories@reeves501@stoneward• Listening and monitoring.• Responding rapidly.• Building a customized community.• Providing education and information.• Delivering customer service.• Measuring and optimizing.
  8. 8. Best Practices@reeves501@stoneward• Leverage existing, consumer-facing channels.• Use custom-branded sites.• Issue challenges and competitions.• Create a movement and a community.• Use the power of mobile.• Test and learn.
  9. 9. Channel Planning@reeves501@stoneward
  10. 10. Mapping the Digital Message:An Example@reeves501@stoneward
  11. 11. Mapping the Digital Message:An Example@reeves501@stoneward
  12. 12. Content Planning@reeves501@stoneward
  13. 13. How To TellYour Story@reeves501@stonewardPhotosInfographicsVideosConsumerContentWordsBrandedContent
  14. 14. Photos@reeves501@stoneward10% of allphotos taken by humankindwere taken in the last12 months.70% of allactivity insidesocial mediainvolves a photo
  15. 15. Photos@reeves501@stonewardPhotos are not just decoration!Use them:• as navigation instead of buttons• to humanize your brand• to “show” instead of “tell”
  16. 16. Photos@reeves501@stoneward
  17. 17. Photos@reeves501@stoneward
  18. 18. Video@reeves501@stoneward
  19. 19. Video@reeves501@stonewardWebsites that contain video holda viewer’s attention more than2 minutes longer than sites without.Video in search results have a41% higher click-throughrate than plain text results.
  20. 20. Video@reeves501@stoneward
  21. 21. Video@reeves501@stoneward
  22. 22. Words@reeves501@stonewardPeople read 25% slower on a computerscreen than on paper.
  23. 23. Words@reeves501@stonewardBest practices:• Break text into chunks
  24. 24. Words@reeves501@stonewardBest practices:• Break text into chunks• Know your device
  25. 25. Words@reeves501@stonewardBest practices:• Break text into chunks• Know your device• Bullets are better than paragraphsSee?
  26. 26. Words@reeves501@stonewardBest practices:• Break text into chunks• Know your device• Bullets are better than paragraphs• Use the words your target uses
  27. 27. Words@reeves501@stoneward
  28. 28. Words@reeves501@stoneward
  29. 29. Words@reeves501@stoneward
  30. 30. Words@reeves501@stoneward
  31. 31. Infographics@reeves501@stoneward“Although I expect policy to follow the usual gradualistpattern, the pace of tightening will of necessityrespond to evolving economic conditions, particularlythe strength of the ongoing recovery in the labormarket and developments on the inflation front.”
  32. 32. Infographics@reeves501@stoneward
  33. 33. Consumer Content@reeves501@stoneward
  34. 34. Branded Content@reeves501@stoneward
  35. 35. Digital Measurement@reeves501@stoneward
  36. 36. All digital efforts can effect andinfluence each other. Look at themcomprehensively.Integrating social media into otherefforts can show ROI. Social mediashould not be measured in terms offans or followers.@reeves501@stoneward
  37. 37. Reach Engagement ConversionsVisitsContent reachImpressionsPage viewsVisit durationNew “likes”Post activityClick-throughsContest entriesNewsletter sign-upsCoupon downloadsVideo viewsAny activity thatindicates movementto sale@reeves501@stoneward
  38. 38. Emily you.