Communicatto Academy -- Building your digital strategy
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The first Communicatto Academy course offered November 4, 2019 on elevating your digital marketing strategy so that it takes off and flies!
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Communicatto Academy -- Building your digital strategy
- 2. Digital Strategy Elevate your online marketing Doug Lacombe Communicatto.com doug@communicatto.com
- 3. Agenda 1. Introductions 2. A few facts about media today 3. Pre flight BUMP a. Brand b. Understand c. Monitor d. Policy 4. Flight plan a. Flight crew b. Equipment c. Hub and spoke d. PESO e. POST 5. In flight 6. Post flight
- 4. A few important facts about media
- 5. Mainstream media is in freefall
- 6. Ad money is all going to digital
- 9. Pre-flight
- 10. BUMP - avoid turbulence 1. Brand 2. Understand 3. Monitor 4. Policy
- 11. Activities ● Google yourself or your organization ● SocialMention.com ● NameChk.com ● Review our sample policy OR score your own
- 12. Flight plan
- 13. Planning framework 1. Hub and spoke 2. PESO 3. POST a. Personas b. Objectives i. KPIs c. Strategy d. Technology
- 14. Hub and spoke Link back to your website where you can provide more for your audience
- 15. PESO No distribution = no audience
- 16. Use the P.O.S.T. formula to plan your social media People first, technology last 1. People 2. Objectives 3. Strategy 4. Technology
- 17. Develop personas to know your target
- 18. What’s a persona? It’s a character sketch of an archetype 1. Name 2. Age 3. Marital status 4. Kids/no kids 5. Occupation 6. Hobbies & interests 7. Hot buttons/topics 8. Messages you want to deliver
- 19. Different strokes for different folks
- 22. Objectives are S.M.A.R.T. on or offline Examples - Awareness ● 5 things we do for vulnerable people ● The 3 ways you can make mental health a priority ● The worst press release I never wrote ● That time the agency talked me into a lame campaign ● How much iron can one righand handle? Examples - Action ● Come to the __________ (town hall, open house, meet and greet) ● Enter to win (photos, videos, voting) ● Download our checklist ● Watch this video ● Sign up for our newsletter
- 23. KPIs
- 24. KPI examples Quantifiable ● Sales ● Recruits ● Content consumption ● Audience build/reach ● Email list ● Conversions or actions ● Reviews ● Inquiries
- 25. Possible measurement tools ● Google analytics ○ Monster insights ● Google Data Studio ● Sprout Social/HootSuite, etc. ● Cyfe ● Many many dashboard makers ● Spreadsheets (ack!)
- 26. Strategize how to catch their attention
- 27. What bait will you use to attract audience? ● Free, useful, important content (tips, guidebooks, how-tos) ● Entertaining multimedia ● Special offers ● FOMO - fear of missing out ● Group dynamics (“Check out our beautiful brides (dresses, cakes) series on Pinterest”) ● Social engagement (“Everyone danced the night away - but Uncle Fred really has the moves!”) ● Humour ● Recognition and rewards (“Awarded best photoshoot (arrangement, decoration) by the Wedding Photographers Association”)
- 28. Tailor your posts to their aspirations, soothe their fears
- 29. Examples Persona Hot buttons Messages Susan, a young new bride It needs to be “perfect” We will fuss the details with you Shaheen, a young groom Budget, happy fiance Our relationships ensure you stay within your budget, no matter what it is Dmitiri and Luba, older couple second marriage Elegance, simplicity, meaning We’ll take care of everything so you can concentrate on you. Sharlene, mother of the bride Making memories, my “baby” growing up Our photos will capture the beauty of the moment forever.
- 31. Choose platforms your targets are on
- 32. In-flight
- 33. Post-flight
Editor's Notes
- Canadians are overwhelmingly online and spend huge amounts of time online each day. To engage and attract new generations of landowners, workers, taxpayers, teachers, etc. you must communicate effectively online.
- The easiest way to succeed in social media is to use the simple POST planning framework. Lots of folks make the mistake of picking the tech first (“We need to be on Twitter!”) but that is backwards. If you know who you wish to reach, you can easily determine what platforms they are on. Facebook is the 900 pound gorilla in social media, so you can usually start there.
- Speaking to a teenager is different than speaking to a senior. We know this instinctively. In real life we’d never treat them exactly the same, we adjust. The same goes for online. Post content that speaks to a particular group of people. Next time, switch to a different group. If your first post that week is to ranchers, maybe your second post that week is to teens. Mix it up, but don’t publish stuff that is supposedly aimed at “everyone.” An audience of everybody is an audience of nobody.
- Write up a few character sketches of the types of people you want or need to reach. Create each post with one of those “characters” (aka personas) in mind.
- What are you trying to accomplish with social media? Make taxpayers happier? Get a vote to go a certain way? Attract workers to the region? If you don’t know where you are going with this, you’ll never know if you got there.
- A SMART goal is used to help guide goal setting. SMART is an acronym that stands for Specific, Measurable, Achievable, Realistic, and Timely. Therefore, a SMART goal incorporates all of these criteria to help focus your efforts and increase the chances of achieving that goal. Maybe you want people to download a safety checklist. Or perhaps you want them to attend a town hall in real life. Be precise with your objectives so you know if you succeded. Simply aiming to “reach everyone” is too vague.
- You may want people to do certain things online, but what do they want? Your content should give the reader a benefit. To catch their attention they need to see “what’s in it for me” (WIIFM). This is how you “hook them” by appealing to their wants and needs.
- It’s not so much what you want to say as how they want to hear it. Help them understand why your content matters to them.
- Teens might not care about taxes, or road grading. Seniors might not care about sports tournaments. Aim content at specific groups and switch it up.
- By focusing your posts on the hot topics certain groups care about, you can tell better, more compelling stories. Remember, keep it human interest style with quotes or profiles and photos of people.
- Technology is only a means to an end. Your goal is not “to get on Facebook” your goal is to connect your community. Picking your channels boils down to finding out where your intended audience hangs out online.