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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

  1. 1. Digital Strategy Elevate your online marketing Doug Lacombe Communicatto.com doug@communicatto.com
  2. 2. 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
  3. 3. A few important facts about media
  4. 4. Mainstream media is in freefall
  5. 5. Ad money is all going to digital
  6. 6. Pre-flight
  7. 7. BUMP - avoid turbulence 1. Brand 2. Understand 3. Monitor 4. Policy
  8. 8. Activities ● Google yourself or your organization ● SocialMention.com ● NameChk.com ● Review our sample policy OR score your own
  9. 9. Flight plan
  10. 10. Planning framework 1. Hub and spoke 2. PESO 3. POST a. Personas b. Objectives i. KPIs c. Strategy d. Technology
  11. 11. Hub and spoke Link back to your website where you can provide more for your audience
  12. 12. PESO No distribution = no audience
  13. 13. Use the P.O.S.T. formula to plan your social media People first, technology last 1. People 2. Objectives 3. Strategy 4. Technology
  14. 14. Develop personas to know your target
  15. 15. 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
  16. 16. Different strokes for different folks
  17. 17. Define your objectives
  18. 18. 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
  19. 19. KPIs
  20. 20. KPI examples Quantifiable ● Sales ● Recruits ● Content consumption ● Audience build/reach ● Email list ● Conversions or actions ● Reviews ● Inquiries
  21. 21. Possible measurement tools ● Google analytics ○ Monster insights ● Google Data Studio ● Sprout Social/HootSuite, etc. ● Cyfe ● Many many dashboard makers ● Spreadsheets (ack!)
  22. 22. Strategize how to catch their attention
  23. 23. 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”)
  24. 24. Tailor your posts to their aspirations, soothe their fears
  25. 25. 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.
  26. 26. Pick your technology (platforms)
  27. 27. Choose platforms your targets are on
  28. 28. In-flight
  29. 29. Post-flight

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