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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?

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

  • Critical question/case: Tax Season Case Study

  • Major Take Away: POST marketing methodology

The Post Method

The steps move through the marketing cycle.

  • People

  • Objectives

  • Strategy

  • Tools

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?

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

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

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

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

  • 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

POST: T is for Tools

  • Sending and Posting

  • Listening and Scanning for Content

  • Managing and Executing Strategy

  • Measuring Performance

Tools to Send and Post Messages

  • Email - Constant Contact

  • Dialogue - Facebook, Twitter, LinkedIn

  • Blogging - WordPress, Blogger

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

Twazzup – listening for news and influencers

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

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

Constant Contact: clickthroughs to web site

AddThis: sharing the web site

Google Analytcs: monitoring web traffic


  • 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,

and use POST

They Will Come


Counselor Recruitment


Facebook post gets shared….


…and re-shared


TBB gets mentioned to huge following.



Use trending topics to get retweets.


  • 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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