Small Shop Social Strategies

John W. Dawe, MNA, CNP, CFRE

Decision Making

• What is my goal?• Who is my audience?• Does it serve those goals?• How much is it?• What skills do I need?

Small Shop Goals

• Build awareness• Increase engagement• Trigger action

The Audience• Demographics• Age, Generation, Culture, Gender, Defining Factors• Stereotyping vs. Targeting

• Psychographics• Job/Career Goal• Sociopolitical (Social/Fiscal)• Religion/Faith/Belief System• Hobbies/Interests/ “Bookshelf at B&N” Test /

“Movie” Test

The Audience• Other Influencers• Income• Consumer history (“drives a hybrid”)• “Morning person” vs. Night owl• “Coffee Addict”• “Computer Gamer”• “Star Trek Fan”• Has the latest iPhone• Etc.

CHANNEL SELECTIONSocial – Blogging – Video – Photo – Webinar

LIVE – SMS – Email – Paid – Free – What’s Next?

Outcomes• Tied to Goals• Awareness = Retention• Engagement = Small Action• Like, Join, Follow, Add

• Action = Committed Action• Invite, Attend, Buy, etc.

Outcomes• Tied to Goals• Awareness = Retention• Engagement = Small Action• Like, Join, Follow, Add

• Action = Committed Action• Invite, Attend, Buy, etc.

Tool Selection

Tool Selection• Design Software for Non-Designers• Canva.com• MolDIV App

• Distribution• Buffer• Dropbox (the paid version!) w/ Mobile App• Google Apps/Drive• Slideshare / Issuu / FuzeMeeting / Anymeeting

Tool Selection• Engagement• Hootsuite• Canned Response

• Analysis• Google Analytics• Facebook Insights• Twitter Stats

Roadmap/PlanABSTRACT GOAL (Pick ONE)

___ Build Brand/Awareness___ Increase Engagement___ Trigger Action

AUDIENCE THE MESSAGEDistribution:

COPY

Engagement:

CHANNELS TOOLS Analytics:

Timeline:

THANK YOU!