DIGITAL PRESENTATION

BU

November 6, 2013

DIGITAL DIRECTOR

Michelle M McCormack

STARTED OFFLINE

PHOTO ASSISTANTSTYLISTPRINTERGAFFER (FILM)PHOTOGRAPHER

Working with magazines taught me how to see.

Strong visual communication

ability is CRUCIAL to online success.

CAREER CHANGE!

Moved to LONDON + became a Web/Flash

designer.

Ran an agency for 2 years.

All WEB 1.0

(looking back, 1.0 sucked)

MOVED HOME!

Digital Producer for a Global ad agency.

It was 2007 and no one was budgeting for

digital…

(+ boy did that suck)

…man are they budgeting now

STARTED OWN BIZ!

LoveTheCool started as a popular

fashion/tech blog.

Became a digital agency + umbrella for

my projects.

DIGITAL DIRECTOREVENT PRODUCERCOMMUNITY BLDRCMOBLOGGERPUBLIC SPEAKER

NOW!

Launched shopping site LoveTheCool12 in

September.

“bad ass*d shopping site selling one RAD item a month for $12 bucks”

PRIORITIESUX

Google optimizedVisual brandingCool productsPartnerships

✗✗

PRODUCTS

SEPTEMBER OCTOBERBrass Knuckle iPhone 5 Case Fake DIY Chanel Bag

MARKETING DIGITIAL OPTIMIZATION + EMAILWAY MORE IMPORTANT THAN SOCIAL

MARKETING

MARKETING

AD SPEND FORMULABudget should be based off of site traffic. $60/month for every 1,000 monthly unique visitors. So, if your site sees

5,000 monthly uniques, then you could spend around $300/month.

http://PINTEREST.com/LoveTheCool/BU-Contest

Include hashtag #LTC12xBU

OUTREACH

BRANDING

SIMPLE: logical UX for designing, no CSS necessary. FEATURES: includes all social and SEO plugins. APPS: very useful, affordable from reputable platforms. CHEAP $14 starter. HELP: good CS and community.

SIMPLE: easy to use/hack templates. CUSTOMIZABLE: design beautiful forms, templates are drag + drop (great for design conscious). ANALYTICS: drilled down reports. HELP: best CS and community. Fantastic how-to videos

CRUCIAL: get on Google Product Search, which is separate from organic search. You must submit data feed – not easy! And set up Adwords (don’t need pay, though)

WHY?

OTHER TOOLS

5 BIG MISTAKES

1. Not collecting email addresses from the start (especially on my Facebook communities)

2. Starting on Tictail instead of Shopify

3. Taking CMO title

4. Doing stuff alone

5. Not advertising on Facebook

PRESENTED TO

Lecturer: Todd Van Hoosear

College of Communication at Boston University#BUNewMedia

BU