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If You Build it, Will They Come?

If You Build it, Will They Come?. Krista Nelson 2011. Presentation Highlights. Topic: Marketing through New Media Goal of Presentation: Promote an understanding of how to market The Benefit Bank online service and grow TBB networks using email and social media

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If You Build it, Will They Come?

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  1. If You Build it, Will They Come? Krista Nelson 2011

  2. Presentation Highlights • Topic: Marketing through New Media • Goal of Presentation: Promote an understanding of how to market The Benefit Bank online service and grow TBB networks using email and social media • Critical question/case: Tax Season Case Study • Major Take Away: POST marketing methodology

  3. The Post Method The steps move through the marketing cycle. • People • Objectives • Strategy • Tools

  4. POST: P is for People • Discover, Determine, Define the Audience • Discover by listening • Who are they and what are they interested in? • Determine by aggregating • What categories are appropriate? • Define through engagement • What can we learn through conversation?

  5. Determining and Defining an Audience in Twitter • Following - • Follow those who share the same audience • Mentioning • Mention those who share the same audience • Hashtags • # use them to search and archive

  6. Mentioning and Following helped determine the tax season audience while hash tags were used to define.

  7. Email subject lines define and audience.Subject line: South Carolina State Tax Filing Status

  8. POST: O is for Objectives • Set a marketing objective • Drive traffic to web page • Set an objective for every message • Learn more on our web page • Tie message objectives to marketing objectives • Place links to web page in message

  9. POST: S is for Strategy • SfP Communications Policies • TBB Style Guide • Register email client, web and social media • Optimize for search engines (SEO) • Plan communication around season, events and audience need

  10. Tasks to Support Strategy • Optimize communications for Search (SEO) • Create templates and landing pages • Build an arsenal of content – monthly content, weekly content, daily social media messages, retweetable and FB sharing content • Determine objectives for each communication • Calendarize content • Collaborate with counselor training to encourage email reading • Establish posting rituals

  11. POST: T is for Tools • Sending and Posting • Listening and Scanning for Content • Managing and Executing Strategy • Measuring Performance

  12. Tools to Send and Post Messages • Email - Constant Contact • Dialogue - Facebook, Twitter, LinkedIn • Blogging - WordPress, Blogger

  13. Tools to Listen & Scan for Content • Social Mention • listen for users, keywords and sentiment • Twitter Search • listen to tweets • Twazzup • Scan trending topics • Nutshell • Listen to specific twitter lists, facebook lists and key words

  14. Twazzup – listening for news and influencers

  15. Tools to Manage and Execute the Strategy • Hootsuite • schedule and publish posts across networks • Involver.com • create social network pages • HTML • create web and Facebook pages • Photoshop, Illustrator • create graphics

  16. HootSuite - scheduling

  17. Tools to Measure and Track Performance • Facebook Insights • measure interaction, user demographics, Likes • Constant Contact • open rates, clickthroughs, shares • Google Analytics • web traffic, facebook page traffic, twitter clicks • All Facebook Stats • view competitor’s performance • Addthis • track how your messages are being shared

  18. Facebook Insights: Tax Season Activity

  19. Constant Contact: clickthroughs to web site

  20. AddThis: sharing the web site

  21. Google Analytcs: monitoring web traffic

  22. TIPS • Don’t wait to be an expert to get started • Use POST throughout the marketing life cycle • Experiment with email subject lines • Experiment with posting dates and times

  23. If You Build it, and use POST They Will Come

  24. FAVORITES Counselor Recruitment

  25. FAVORITES Facebook post gets shared….

  26. FAVORITES …and re-shared

  27. FAVORITES TBB gets mentioned to huge following.

  28. FAVORITES

  29. FAVORITES Use trending topics to get retweets.

  30. RESOURCES • www.thebenefitbank.com/Marketing_Center • knelson@solutionsforprogress.com • www.socialmediaexaminer.com • Social Media Summit – LinkedIn Group • The Benefit Bank Marketing – Facebook Group

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