small shop social strategies
TRANSCRIPT
Small Shop Social Strategies
John W. Dawe, MNA, CNP, CFRE
Decision Making
• What is my goal?• Who is my audience?• Does it serve those goals?• How much is it?• What skills do I need?
Small Shop Goals
• Build awareness• Increase engagement• Trigger action
The Audience• Demographics• Age, Generation, Culture, Gender, Defining Factors• Stereotyping vs. Targeting
• Psychographics• Job/Career Goal• Sociopolitical (Social/Fiscal)• Religion/Faith/Belief System• Hobbies/Interests/ “Bookshelf at B&N” Test /
“Movie” Test
The Audience• Other Influencers• Income• Consumer history (“drives a hybrid”)• “Morning person” vs. Night owl• “Coffee Addict”• “Computer Gamer”• “Star Trek Fan”• Has the latest iPhone• Etc.
CHANNEL SELECTIONSocial – Blogging – Video – Photo – Webinar
LIVE – SMS – Email – Paid – Free – What’s Next?
Outcomes• Tied to Goals• Awareness = Retention• Engagement = Small Action• Like, Join, Follow, Add
• Action = Committed Action• Invite, Attend, Buy, etc.
Outcomes• Tied to Goals• Awareness = Retention• Engagement = Small Action• Like, Join, Follow, Add
• Action = Committed Action• Invite, Attend, Buy, etc.
Tool Selection
Tool Selection• Design Software for Non-Designers• Canva.com• MolDIV App
• Distribution• Buffer• Dropbox (the paid version!) w/ Mobile App• Google Apps/Drive• Slideshare / Issuu / FuzeMeeting / Anymeeting
Tool Selection• Engagement• Hootsuite• Canned Response
• Analysis• Google Analytics• Facebook Insights• Twitter Stats
Roadmap/PlanABSTRACT GOAL (Pick ONE)
___ Build Brand/Awareness___ Increase Engagement___ Trigger Action
AUDIENCE THE MESSAGEDistribution:
COPY
Engagement:
CHANNELS TOOLS Analytics:
Timeline:
THANK YOU!