How to build a digital strategy for a startup with limited resources, taking advantage of leading social networks for marketing and outreach.

1. Sarah Granger
Leading in Digital
July 18, 2015
MAXIMIZING DIGITAL
ENGAGEMENT FOR
STARTUPS

2. CHARACTERISTICS OF THE DIGITAL AGE
• Rapid change
• Constant need for innovation
• Dynamic teams
• Increased noise level
• Expectations for open dialogue

3. RAPID CHANGE

4. CONSTANT NEED FOR INNOVATION

5. DYNAMIC TEAMS

6. INCREASED NOISE LEVEL

7. EXPECTATIONS FOR OPEN DIALOGUE

8. CUSTOMER EXPECTATIONS
• Global scope
• 24x7 engagement
• Integrated technologies
• Influencer networks
• Air of collaboration
• Efficient triage
• Constant feedback loop

9. DIGITAL ENGAGEMENT BASICS
• Develop a vision for what you want to convey online
• Craft a strategy with short & long-term goals in mind
• Create the digital identity you want
• Choose 2 social media channels most fitting your
audience / market
• Build your digital media home – primary social outreach
vehicle for organization
• Follow & connect with others

10. CHOOSING THE RIGHT SOCIAL NETWORK(S) /
CHANNELS FOR YOUR CUSTOMERS / AUDIENCE
• LinkedIn – Business, networking, groups
• Facebook – Friends, small businesses, communities
• YouTube – Videos
• Twitter – Media, real-time
• Pinterest – Images, bloggers, crafters
• Instagram – Photos, young adults & teens
• Tumblr – Young adults & teens, edgier blogs

11. INTERMEDIATE INTEGRATION
• Engage on multiple channels
• Control & curate your message through varied media
(images, audio, text, video)
• Build relationships with influencers, media
• Share content that reflects your leadership style
• Optimize content for search engines
• Be useful, helpful, interesting, informative

12. ADVANCED AGGREGATION
• Hone your authentic voice
• Deepen connections with your audience
• Integrate your digital strategy on all channels (e-mail,
web, Intranet / internal, lists, groups, social media,
mobile apps)
• Manage your online reputation
• Activate your networks & community
• Use your influence for good

13. BUILD A DIGITAL STRATEGY
• TARGET: Customers you want to reach – where are they?
• TEAM: Include social media savvy marketers
• CONTENT: Develop core consistent content
• E-MAIL: Still the best online outreach mechanism
• WEB: Sites need to be speedy & mobile-ready
• SOCIAL: Pick a few key social media channels
• DATA: Optimize & analyze metrics
• TECH: Don’t neglect your network or security

14. COMPANY DIGITAL IDENTITY
• Identity & content online should always match
company identity
• Create & curate consistent, authentic content
• Control your identity & your marketing online
• Build communities & networks, not just pushing
outward to users

15. CONTENT STRATEGY
• Keep a calendar for regular scheduled content
• Event related content
• News / release-related content
• On-the-fly content
• Staggered, varied
• Experiment in small batches
• Optimized for mobile

16. KEYS TO CONSISTENT CONTENT
• Content is content, regardless of platform
• Segment the content for ease of use, mix it up
• Reusable content allows for speedy dissemination of
information Make it “Sticky”
• Personalize - blog updates, friendly, curated
• Use Images - photos, videos

17. MOBILE INTEGRATION
• Taking photos, video, direct engagement in real time
• Direct contact with users / customers
• Rapid posting of photos to blogs from phone
• Live tweeting events, news
• Live video - Ustream, Periscope, etc.
• Posting videos after the fact to Facebook, YouTube,
Vimeo

18. ANALYTICS
• Quantitative – specific metrics from website, all
social channels, mobile apps, etc.
• Qualitative – detailed feedback from prospective
customers, existing customers, media,
influencers, executives

19. MAKE THE MOST OF YOUR TIME
• Prioritize time online based on goals
• Schedule blocks of time for listening & engagement
• Focus on communities & groups most meaningful to
you, your organization
• Repurpose content at varying intervals
• Pay it forward: what you put in will come back to you

20. DEMONSTRATING DIGITAL LEADERSHIP
• Show, don’t tell
• Engage & exchange
• Actively listen while you work
• Invite open discussion
• Assess quantitative & qualitative results
• Share what you learn
• Reward those who walk the talk

21. QUESTIONS?
Contact Sarah Granger:
@sarahgranger on Twitter
linkedin.com/in/sarahgranger
Learn more:
sarahgranger.com
leadingindigital.com
The Digital Mystique on Amazon / Kindle