Digital Strategy - including SEO, SEM and Social Media Marketing - to launch a new venture. Presented to Northwestern University's Kellogg School of Management. October 12, 2015
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Intro to Kelly
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.
Kelly is an adjunct professor at DePaul University
and serves on the board of EO Chicago, recently as
the first ever woman President.
Also zip lining!
Connect with Kelly :
linkedin.com/in/kellyc
utler
@kfcutler
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Kona Company
Kona Company is a digital strategy
firm, delivering integrated solutions.
Our team will work to define your
business goals, align those with the
proper platforms & execute engaging
campaigns and platforms.
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Overview
Digital New Venture Launch
Digital Channels
Digital Strategy
Roadmap
Search
Content
Social Overview
More on Social
Think Outside the Fishbowl
Measurement
Free Tools
Social Media Wins
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Digital Strategy
Just because you built it, doesn’t mean they will come
Develop a Digital Plan ("Roadmap")
Define your Purpose and Audience
Goals: Sales, leads, downloads – be specific
Primary Goal
Secondary Goal
Timing, Tone, and Tools
Research: develop personas and where they spend time online
Budget: consider ads, organic posts don’t cut it
Tracking and Measurement
Transparency
Implement the “rule of thirds” for posted organic content
1/3 promotes your business, 1/3 shares inspiring content, 1/3 is personal
interactions and customer service
Test different channels, creative, messaging and audience targeting
Track, Measure, Optimize
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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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Search
SEO
Keyword research
Natural and/or paid linking strategy
Mobile friendly
Site speed
User friendly & content rich
SEM
Keyword research
Use targeting options and settings
Advanced features like site links, ad extensions
and event tracking
Start with Google, look to add Bing
Track conversions not clicks
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Content is King
Tips to write better content
Create a shared editorial calendar (free
templates on Hubspot)
Find your voice – have fun
Play off current events / headlines / industry
news – be timely
Leverage one piece of content in many ways:
podcast, slideshare, blog post, eBook etc.
Use stats, checklists, tips, survey results
Integrate keywords and SEO best practices
(Wordpress has free plugins
Comment on other blogs
Share articles and syndicate content on sites like
Reddit, Medium, Tmblr, StumbleUpon
eBooks deliver high value, can be gated
Never “keyword stuff”
Increased links -> increased authority
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Social 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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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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Think Outside the FishBowl
Free Tools
Canva
Pixlr EditorPixlr Editor
Visual posts get higher engagement
Tell a story without text
Images more likely to be shared
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Keep Thinking…
Quickly made, visual, and includes a call 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. Think: snackable, shareable posts
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Measurement
What to track?
Traffic sources – where are people coming from?
Goals – define and track who is converting
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Free Tools
The Basics:
Twitter, Google+ and Facebook Search
Google Analytics
Google Alerts
Google Search Console (GWT)
Publishing Platforms:
Hootsuite
Tweetdeck
Buffer App
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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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