building an online presence in 2014 | ggi marketing webinar jan-15
DESCRIPTION
In this webinar, we will begin with a brief overview of some global trends in Social Media, Marketing, and Technology. We will show you how to self-evaluate your firm’s current online presence (namely website, social media platforms, and industry listings) using a simple scorecard to view areas of strength and weakness. Because each firm has a unique set of resources, we will also share best practices for scaling, creating, and managing your firm’s presence online.TRANSCRIPT
1. Building An Online Strategy in 2014 GGI Marketing Webinar Series Jan 15, 2014 Presenter: Sophia Moon | Social Media & Marketing Manager, GGI 2. Agenda Trends in Social Media, Marketing, & Technology Quick Overview Social Media Platforms Types of Content Glance at GGIs Online Strategy Getting Started: A Framework Best Practices Q/A 3. Demographic & Global Trends in Marketing & Web Design 4. Trend #1: Mobile Domination Number of people accessing internet via mobile phone: 818.4 Million 5. Trend #2: Responsive Design 6. Trend #3: Older User Adoption Social Media Fastest Growing Demographic in Social Media Adoption: (45 64 yrs.) 7. Facebook | informal tone, photos, discussions Daily Active Users: 665 Million Monthly Active Users: 1.1 Billion Mobile Users: 751 Million Twitter | News, Real-Time Updates, Links Monthly Active Users: 288 Million Fastest Growing Age Bracket: 55-64 Mobile Access: 60% users Google+ | Professional, Official posts Monthly Active Users: 359 Million Fastest Growing Age Bracket: 45-54 Second Largest Social Network LinkedIn | Primarily Professional Users: > 200 Million, 50% BA or higher Age 35+ (46%) Age 45+ (21%) Mobile users: 27% 8. GGI Online Strategy 9. Ranked 6th Worldwide in the Top 25 Networks & Associations Ranked 1st Worldwide as the largest multi-disciplinary Association of Professionals 10. GGI Member Composition: Accounting | Law | Management Consulting Firms Characteristics of our members: Middle market firms Reputable & authorities in their local market International & cross border client needs Desire to maintain firm independence Active participation 11. Strengthening Brand Awareness Member Firms Clients Practice Groups Industry Platforms GGI Forum GGI Website Conf. & Events Member News GGI Insider Prospective Members Bigger Audience 12. Company Profile: GGI Geneva Group International GGI Global Alliance @GGI_GA Closed Group: GGI Geneva Group International GGI Geneva Group International GGI Geneva Group International 13. GGI Member Firms Online: 35.5% 15% 10.6% 26.9% 14. Getting Started 15. Web Properties: Website, Blogs, Social Media Profiles, Industry Listings, etc. Your website is your brands primary real estate online Your Firm is a BRAND. 16. Assess Web Properties Is there Consistent messaging (language, tone, wording)? Is the information complete? Is there consistent branding (images, logos)? Can you easily view the website on any device (smartphone, phablet, tablet, desktop) Can clients find what they are looking for? Are there clear calls to action (contact forms)? How would you rate the overall user experience on your website? 17. Define Objectives List the primary objectives you hope to accomplish with your web properties share news, research, accomplishments, promote events, brand awareness, drive traffic, etc.) Objective #1: Objective #2: Objective #3: 18. Identify Target Audience Build personas for the individuals you would like to reach with your website, content, and social media pages. Who are they? What are they interested in? Where do they get their information? Information Professional Level Hobbies Interests Family situation Entertainment Professional Level Hobbies Interests Family situation Networking [Age bracket] [Age bracket] 19. Reality Check Resources Capabilities Time Questions to ask: Is there a marketing budget? How much is it? How will it be allocated? Is there a dedicated in house marketing person/team to handle marketing initiatives? Are there marketing savvy team members? Should marketing be outsourced? How much time can be devoted to marketing efforts? (content creation, updates, etc.) *Social Media Governance 20. Build a SMART Plan SPECIFIC: Identify which platform(s) you will build, develop, and focus on. MEASURABLE: Quantify the goals with metrics (# of posts, updates, deadlines) ATTAINABLE: Set realistic goals and be consistent! RELEVANT: Make sure online strategy is in line with your objectives TIME BOUND: Set goals for daily/weekly/monthly progress 21. When in doubt LESS IS MORE THINK LIKE A BRAND ALLOCATE TIME FOR CONSISTENT UPDATES INVEST IN THE UPKEEP OF OUR WEB PROPERTIES 22. Future Webinars: March 12th May 21st July 16th September 24th November 12th Questions? [email protected]