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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

If You Build it,

Will They Come?

Krista Nelson 2011


Presentation highlights

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


The post method

The Post Method

The steps move through the marketing cycle.

  • People

  • Objectives

  • Strategy

  • Tools


If you build it will they come

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?


If you build it will they come

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


If you build it will they come

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


Email subject lines define and audience subject line south carolina state tax filing status

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


If you build it will they come

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


If you build it will they come

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


Tasks to support strategy

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


If you build it will they come

POST: T is for Tools

  • Sending and Posting

  • Listening and Scanning for Content

  • Managing and Executing Strategy

  • Measuring Performance


If you build it will they come

Tools to Send and Post Messages

  • Email - Constant Contact

  • Dialogue - Facebook, Twitter, LinkedIn

  • Blogging - WordPress, Blogger


If you build it will they come

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


If you build it will they come

Twazzup – listening for news and influencers


If you build it will they come

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


Hootsuite scheduling

HootSuite - scheduling


Tools to measure and track performance

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


Facebook insights tax season activity

Facebook Insights: Tax Season Activity


Constant contact clickthroughs to web site

Constant Contact: clickthroughs to web site


Addthis sharing the web site

AddThis: sharing the web site


Google analytcs monitoring web traffic

Google Analytcs: monitoring web traffic


If you build it will they come

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


If you build it will they come

If You Build it,

and use POST

They Will Come


If you build it will they come

FAVORITES

Counselor Recruitment


If you build it will they come

FAVORITES

Facebook post gets shared….


If you build it will they come

FAVORITES

…and re-shared


If you build it will they come

FAVORITES

TBB gets mentioned to huge following.


If you build it will they come

FAVORITES


If you build it will they come

FAVORITES

Use trending topics to get retweets.


If you build it will they come

RESOURCES

  • www.thebenefitbank.com/Marketing_Center

  • [email protected]

  • www.socialmediaexaminer.com

  • Social Media Summit – LinkedIn Group

  • The Benefit Bank Marketing – Facebook Group


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