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Small Shop Social Strategies

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NEPA BlogCon 2016 Session 2 presented by John Dawe MNA CNP, CFRE of Dawe Consulting Group (LLC).

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Small Shop Social Strategies

  1. 1. Small Shop Social Strategies John W. Dawe, MNA, CNP, CFRE
  2. 2. Decision Making • What is my goal? • Who is my audience? • Does it serve those goals? • How much is it? • What skills do I need?
  3. 3. Small Shop Goals • Build awareness • Increase engagement • Trigger action
  4. 4. The Audience • Demographics • Age, Generation, Culture, Gender, Defining Factors • Stereotyping vs. Targeting • Psychographics • Job/Career Goal • Sociopolitical (Social/Fiscal) • Religion/Faith/Belief System • Hobbies/Interests/ “Bookshelf at B&N” Test / “Movie” Test
  5. 5. The Audience • Other Influencers • Income • Consumer history (“drives a hybrid”) • “Morning person” vs. Night owl • “Coffee Addict” • “Computer Gamer” • “Star Trek Fan” • Has the latest iPhone • Etc.
  6. 6. Outcomes • Tied to Goals • Awareness = Retention • Engagement = Small Action • Like, Join, Follow, Add • Action = Committed Action • Invite, Attend, Buy, etc.
  7. 7. Outcomes • Tied to Goals • Awareness = Retention • Engagement = Small Action • Like, Join, Follow, Add • Action = Committed Action • Invite, Attend, Buy, etc.
  8. 8. Tool Selection
  9. 9. Tool Selection • Design Software for Non-Designers • Canva.com • MolDIV App • Distribution • Buffer • Dropbox (the paid version!) w/ Mobile App • Google Apps/Drive • Slideshare / Issuu / FuzeMeeting / Anymeeting
  10. 10. Tool Selection • Engagement • Hootsuite • Canned Response • Analysis • Google Analytics • Facebook Insights • Twitter Stats
  11. 11. Roadmap/Plan ABSTRACT GOAL (Pick ONE) ___ Build Brand/Awareness ___ Increase Engagement ___ Trigger Action AUDIENCE THE MESSAGE Distribution: COPY Engagement: CHANNELS TOOLS Analytics: Timeline:
  12. 12. THANK YOU!

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