Farwest_Conference_2022_Social_Digital_Strategy.pdf

Transcript

1. FARWEST Portland 2022 GROWING A DIGITAL STRATEGY KELLI MATTHEWS | @KMATTHEWS | @KELLIMATTHEWS
2. FROM THE GROUND UP
3. WEBSITE EMAIL SOCIAL CONTENT SOCIAL ADVERTISING INFLUENCERS & CREATORS SEARCH ADVERTISING DIGITAL MARKETING
4. PESO MODEL Credit: Spin Sucks • Website • Mobile site • Blogs • Email • Webinars • Videos • Podcasts • Social media • Word of mouth • Referrals • Influencer Engagement • Partnerships • Mentions • Shares • Reviews • Media coverage • Pay-Per-Click ads • Social media ads • Display ads • Content promotion
5. MAXIMIZE THE BENEFITS MINIMIZE THE RISKS
6. START WITH A PLAN
7. WHAT DO YOU WANT TO ACCOMPLISH?
8. Social Media are great as a “top of funnel” strategy but can also be effective throughout the customer journey.
9. WHAT’S A CUSTOMER JOURNEY?
11. WHAT DO YOU WANT TO ACCOMPLISH? WHO ARE YOU TRYING TO REACH?
12. UNDERSTAND YOUR AUDIENCE Keep in mind that demographics are just one factor.
13. WHAT PLATFORMS DO YOUR AUDIENCES USE (AND WHY)?
15. WHAT DO YOU HAVE TO SAY?
16. DETAILS MATTER
17. PLATFORM BEST KIND OF CONTENT Quality videos and images (square-ish), news links (with images) News/info links, images with horizontal orientation, videos, hashtags Images w/ vertical orientation, hashtags, clear captions Quality images, hashtags Videos, clear descriptions and titles Videos, participation in trends, hashtags
18. -Create an editorial calendar with key dates, content types and ideas. -Be engaged! Respond to comments, “shout out” customers and clients, like and share. -Find inspiration! You need good input. CONTENT TIPS
19. -Video: IG Reels, TikTok and YouTube Shorts -In fl uencer & Creator Collaborations -Data access is changing -Cultivate fans -Shifts in Algorithms SOCIAL & DIGITAL TRENDS
20. • Social media are not “free” - you have to have a budget • Create a mix of Paid, Earned, Shared and Owned • Set your KPIs and track them • Learn to use the ad tools FINAL THOUGHTS
21. QUESTIONS?