maximizing digital engagement for startups
TRANSCRIPT
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Sarah Granger
Leading in Digital
July 18, 2015
MAXIMIZING DIGITAL ENGAGEMENT FOR
STARTUPS
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CHARACTERISTICS OF THE DIGITAL AGE
• Rapid change
• Constant need for innovation
• Dynamic teams
• Increased noise level
• Expectations for open dialogue
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RAPID CHANGE
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CONSTANT NEED FOR INNOVATION
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DYNAMIC TEAMS
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INCREASED NOISE LEVEL
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EXPECTATIONS FOR OPEN DIALOGUE
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CUSTOMER EXPECTATIONS
• Global scope
• 24x7 engagement
• Integrated technologies
• Influencer networks
• Air of collaboration
• Efficient triage
• Constant feedback loop
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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
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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
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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
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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
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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
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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
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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
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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
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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
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ANALYTICS
• Quantitative – specific metrics from website, all social channels, mobile apps, etc.
• Qualitative – detailed feedback from prospective customers, existing customers, media, influencers, executives
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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
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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
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QUESTIONS?
Contact Sarah Granger:
@sarahgranger on Twitter
linkedin.com/in/sarahgranger
Learn more:
sarahgranger.com
leadingindigital.com
The Digital Mystique on Amazon / Kindle