Navigating Social

Danni EickenhorstBlank Page Consulting@BlankPageSTL#SocialSchool

● Planning● Choosing your destination● Choosing your crew● How will you get there?

Navigating Social

Message Map

Utilizing Your Message MapYour core message should be your WHY statement - or a central statement that encapsulates your business, and which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do. Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these areas. Once completed, this tool can be used to determine your website organization, your social media content schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.

Core Message

Business solutions to move you

forward.

Marketing

Accounting

Business Consulting

Supporting Points

Quick PitchBlank Page Consulting provides business solutions to help companies grow - including marketing, business consulting and accounting services.

Message Map

Consider the following as you develop your message map:

● What do you do NOW?● What do you want to do?● The message map should remain the same, but the messages it produces may vary based on audience.

Core Message

Supporting PointsQuick Pitch

____________________________________________________________________________________________________________________________________Consider how this varies for:

● Clients● Prospective Clients● Community● Investors● Board

Message Map

Consider the following as you develop your message map:

● What do you do NOW?● What do you want to do?● The message map should remain the same, but the messages it produces may vary based on audience.

Core Message

Supporting Points

Utilizing Your Message MapYour core message should be your WHY statement - or a central statement that encapsulates your business, and which remains the same, regardless of your audience. Keep it as short as is reasonable. - why you do what you do. Supporting points are WHAT you do. Identifying these themes at the outset will allow you to focus your content in these areas. Once completed, this tool can be used to determine your website organization, your social media content schedule, your blog topics - and it can even serve as your litmus test for what projects you take on.

Business solutions to move you

forward.

Marketing

Accounting

Business ConsultingNow that you have your core areas of business, set goals for your

communications that serve all of those areas.

Marketing Services Accounting Services Business ConsultingMore clients Awareness of new service More coaching sessionsExpert reputation 10 clients by end of year Speaking opportunitiesReferrals from clients Referrals by biz partners Engaged audience for book

Goals

Map your goals to measurements.

Marketing Services More clients Expert reputationReferrals from clients

Wayfinding

Goal Platform Measurement Tool

SALES ALL Varies

Facebook (Ads)Offline SalesConversions-to-Clicks Custom Audiences

Twitter

Pinterest/Other Sources

Conversions on Site linked to Pin via Google Analytics - Traffic Sources > Referrals > Detail Google Analytics

AWARENESS FacebookReach (Ind)Impressions (Views - Multiple) Facebook Insights

Twitter Tweet Impressions Twitter Analytics

Search Traffic/Website Visits

PageviewsUsers Google Analytics

Pinterest

Avg Daily ImpressionsAvg Monthly ViewersAvg Daily Viewers Pinterest Analytics

ENGAGEMENT Facebook

Clicks (Click-Thru Rate/CTR), Shares, People Talking About This, Actions Facebook Insights

TwitterMentions, Retweets, Favorites, Hashtag Usage Twitter Analytics

Pinterest Avg. Monthly Engaged Pinterest Analytics

Search Traffic/Website Visits

Interactions/Actions (Expand, Click, Return visit, Page Views (per Visit) Views, Subscribes, Backlinks

Real world impact

Event attendance, Sales Conversions, Password of the Day (Steve’s), Promo Redemptions, Loyalty, Vote for an issue, Advocate/Share

What are your audiences that can help you deliver on these goals?

Primary audiences deliver directly on your business goals.Secondary audiences may contribute in less direct ways to your business goals.

Develop a profile or picture of your audiences.

Routes

Routes

Audience 1 - Nonprofit Marketing Directors

Demographic Data: Primarily female audience

Motivation:Sense of overwhelm in marketing - demands for fundraising, lack of resources

Best ways to reach them:FacebookLinkedInReferralsPinterest

Messages they might react to:Marketing partnerManageable/affordable solutionsPassion for our workDemonstrated NPO successes.

Navig

ati

on

SailingContent calendarTemplate at www.blankpagestl.com/centerco

StrategyCompetitor researchInfluencer research

Tools:TopsyKloutFollowerwonkTwitter & Google Trends

Pro TipBuzzSumo + Sniply

Benefits of Content Marketing

● Higher Search Engine Ranking● Visibility for extremely specific

requests/searches (authority)● Increase web traffic● Become a thought leader● Increase quality of leads

Marketing with limited resources & time

● Challenges● Tools● Strategies

Shareable Content for SocialBlogs & ArticlesPhotos & VideosPress ReleasesGuidesInfographicsFB BannerTwitter UpdatesTwitter Graphics, Photos, VideoEmail Newsletter

Roadblocks & ChallengesSMALL BUSINESS CHALLENGES● Taking pictures of events &

programs● Creating stories● Planning content● Negotiating business + PR

priorities● IT● Handling media inquiries● Designing print collateral● Serving your customers● Business administration

TIME

Roadblocks & Challenges

TALENT | RESOURCES | SUPPORT

Swipe File

Develop a scrapbook of excellent marketing● Evernote● Paper File● Bookmarks

Consider what’s adaptable about the things that work● _____may be causing you to

lose out on ____● _____ may be dangerous to your

______● 5 Ways to help _____● 10 new fundraising ideas

Swipe File

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

Swipe File

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

Swipe File

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

Expand & Contract● Blog Posts → EBook● EBook → Blog Posts● Annual Report → SlideShow● Slideshow → Infographics● Old Presentation Transcribed →

Ebook/Blog Posto Rev.com -- Inexpensive

Transcription● Infographics → Tear Sheets● Image from blog post → Pinterest Post

(250 x 250)

Canva

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

Swipe File

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

Swipe File

Develop a scrapbook of excellent marketing.● Evernote● Paper File● Bookmarks

7 factors to content marketing success

1. Document your content strategy. Put someone or some group in charge of content marketing and make them accountable for content marketing success.

2. Publish quality content consistently.3. Map content to consumer journey. 4. Balance paid, owned, and earned media. The best content marketers start with

owned content to see what resonates on social and creates customer engagement. Then they bet on the winners with paid media.

5. Focus on subscriptions. Subscriptions are like magic. 6. Track content marketing ROI. It makes sense that those who are able to show ROI

start with a strong business case and then simply commit to measuring their progress.

7. Find your voice + multiply it.