A condensed presentation sample of Digital & Community Management Strategy presented to Yale University department heads and chairs during a 3-day Digital Immersion Bootcamp session. The session was hosted by General Assembly, New York, NY and presented by Perks Consulting CEO Lauren Perkins. Presentation Covered: Audience and Community Objectives; Digital & Community Strategy Concepts; Digital Landscape and Interaction Platforms, Channels, Assets; Audience Listening and Discovery; and Content Distribution and Strategy

1. consulting
Digital and
Community
Management
Strategy
Lauren Perkins,
President & CEO,
Perks Consulting

2. About Perks Consulting and Lauren Perkins
• Lauren is a digital and integrated
marketing strategist.
• Founder and CEO of Perks Consulting
• Perks is a boutique agency
specializing in the fusion of lifestyle
and technology
consulting • Clients have included: Crunch Fitness,
Nike, eDiets, 85broads
consulting

3. Digital Strategy and Objective Overview
1. What is the purpose of your community?
2. Who is your audience? And what are their
expectations or needs?
consulting

4. Digital Marketing - Lay of the Land
WHAT needs
...are your business WHO
...is your target audience/
segment
WHY
What is your intent/purpose for
this community
WHEN HOW
How will you organize your
content and community efforts ...will you tactically execute this
strategy
consulting

5. Determining Where Your Community Lives
Digital Landscape
Platforms - Channels - Assets
Grey – Channels
Email
Pink – Platforms SEO SEM Marketing Twitter Flickr Social
Magenta – Assets Commerce
TRADITIONAL MEDIA DIGITAL
YouTube
SOCIAL
DIGITAL
eCommerce
Facebook
!"#$%&"'
LANDSCAPE
Blog
Events
LOCATION
Pro Platform! MOBILE
Forums
Foursquare
Mobile Site!
Mobile Site Mobile App!
Mobile App Barcode Scanning!
QR Codes
consulting

6. Audience Listening and Discovery
•Why is listening to your audience important?
•What keywords or topics are popular with your audience?
•What kind of content does your audience react to the
most?
•What tool(s) are available to listen to your audience?
Social
TwittUrly Trendistic
Mention
consulting

7. Determining Appropriate Channels to Distribute your Content
Which Channels Will you Use?
• Facebook
• Twitter
• You Tube
• Blogs
• Other Tools
- Location Based Services
- Meetup
- Photo/Content Sharing or
Curation (Polyvore,
Pinterest, Instagram)
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8. Mapping Content for Distribution Flow
•Where else can the content be shared?
•How do you direct the audience back to your website?
•Tips for improving distribution flow to engage conversions
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9. consulting
Thank You!
Lauren Perkins,
President & CEO,
Perks Consulting