'

Digital and Social Media Guidelines for Startups and Entrepreneurs  June 2014

Понравилась презентация – покажи это...





Слайд 0

Digital and Social Media Guidelines for Startups and Entrepreneurs  June 2014


Слайд 1


Слайд 2

Executive Summary


Слайд 3

This presentation is targeted for startups and entrepreneurs who are just getting started in Digital and Social Media to promote their business, Mobile App, or service. This presentation has detailed information for the criteria that describe the “how, what, when and why” of the stages needed to help launch your startup efforts. Executive Summary


Слайд 4

Website Landing Page Social Media Ads Email Domains Newsletter Business-to-Business (B2B) Videos General Concepts Executive Summary


Слайд 5

Website


Слайд 6

Even if your startup is strictly mobile or is heavily focused on Social Media, you still need to have a website and an email address associated with your domain.   It doesn’t have to be complex or require extensive resources. Website


Слайд 7

It is very easy to build a website without development experience. Don’t spend more than half-a-day building it (or maybe a bit more) so that you can spend more time building your actual product / service and less time obsessing on the “perfect” website. The perfect website doesn’t exist and you will need to regularly update the website content and look-and-feel to be part of the latest trends. Website


Слайд 8

Examples of online services you can use to build your website in half-a-day without development experience ($100 per year or 370 AED per year): squarespace.com strikingly.com wix.com Website


Слайд 9

Landing Pages are an important subset of the website.  (Please refer to the “Landing Pages” section of this document) Common website sections:    About, Contact Info, Services / Features, …. Keep the number of sections to as few sections as possible Website


Слайд 10

Examples of Content About:   More focus on what your product will do for me as a user Less focus on the founders (unless your product or service is highly specialized and you need to show that the founders behind it has the needed skill set to deliver) Website


Слайд 11

Examples of Content Services / Features: Indicate the PRIMARY features that your business will solve Website


Слайд 12

For example, You mentioning that the website is optimized for mobile while your service doesn’t solve problems when people are accessing their mobile (for example, finding locations as you are driving), then there is no added value in mentioning it is mobile optimized (Make sure your website is mobile optimized but no need to list it as a “feature” especially that it has become an expected feature) Website


Слайд 13

Always have the mindset of the user:  “What is in it for me?” and focus on the PRIMARY features that address that question.  For example, if voice navigation is one of your add-on features, that falls under the "Read More” section of the features and not the core offerings of the service. Website


Слайд 14

Examples of Content Contact Us: Google Map on your website is not needed if your service doesn’t have people physically come to your office (put a normal office address but no need for a large map) Contact Form to go to an email you check on a regular basis Website


Слайд 15

Examples of Content Contact Us: Respond quickly Phone Number (landline or mobile) Social Media channels to be included Website


Слайд 16

Examples of Content Blog Content: Industry What it means to you Invite guests to participate Resources for blogging: http://problogger.net http://www.socialmediaexaminer.com/39-blogging-tips/ Website


Слайд 17

Don’t sweat the name, yet make sure you can get a decent domain.  Many startups spend more time on choosing a name (and then renaming again and again) and less time on building their product.  Choose a name and URL, and stick with them.  Always have a .com and take advantage of country specific domains as well such as UAE’s .ae Website


Слайд 18

The website needs to be Responsive, allowing it to be easily viewable on different mobile devices.  Most of us access web and Social Media content from mobile and tablet devices. We can do one-by-one website review with the different teams Website


Слайд 19

Fun 404 pages to give a glimpse of the characters of the people behind the team This is meant to be a fun exercise for you and your users.  Don’t spend too much time on this though. Website


Слайд 20

Resources to read more about Fun 404 Pages: http://mashable.com/2010/09/04/404-error-pages/ http://www.businessinsider.com/the-best-404-error-pages-of-all-time-2013-3 https://www.google.com/search?site=&tbm=isch&source=hp&biw=1402&bih=802&q=funny+404+pages&oq=funny+404+pages Website


Слайд 21

Landing Pages


Слайд 22

Landing Pages do not replace a website.  They are a subset of the website. Landing Pages are usually associated with an ad campaign with a clear Call-to-Action dedicated pages (sign up, download, subscribe, learn more, join,…) Landing Pages


Слайд 23

Resources to read more about Landing Pages: http://www.hongkiat.com/blog/beautiful-landing-pages/ http://www.creativebloq.com/web-design/landing-page-design-6133358 http://blog.hubspot.com/marketing/landing-page-examples-list http://unbounce.com/landing-page-examples/36-landing-page-designs-critiqued-for-conversion/ Landing Pages


Слайд 24

Social Media


Слайд 25

Don’t create channels across all Social Media channels that are available to you Be choosy about your channels depending on the needs of your audience Social Media


Слайд 26

For example,  if you are a Business-to-Business type of startup, Facebook is a costly channel for you to get the results you need.  Look more into LinkedIn for your Business-to-Business needs. if you don’t plan on creating regularly 6-second video content, then Vine is not the channel for you Social Media


Слайд 27

Social Media Content Writing for the web is very different from writing for offline channels.  Read more about the “inverted pyramid” writing style.  In summary, get to the point in the beginning, then proceed to elaborate further in the rest of the text body. Social Media


Слайд 28

Social Media Content The general rule for content, is for every 12 updates about others, you earn one update about yourself.  Please make sure it isn’t the other way around. Social Media


Слайд 29

Business Function Customer Support:  A lot of your users will reach out to you via Social Media to get answers to their questions and support on problems they are facing.  Make sure you are ready for that. Social Media


Слайд 30

Business Function Marketing:  Communication via Social Media and running campaigns play a significant role in raising awareness, increasing activity,... Sales:  Sales via Social Media could be direct sales (purchase) or indirect sales activity (such as downloads, signups,…) where the users become part of your community and you work on a long-term sales process. Social Media


Слайд 31

Use Case Scenario: Allows admins to connect with their audience and keep up with activity on multiple Pages, all in one place. General Description: The app allows users to choose from the list of pages they manage and begin posting from it. From the main menu, users can view their lists of pages, view overviews of their pages’ insights, look at the list of page admins, visit the help center, and check out the privacy and legal notices. Tools: Facebook Pages Manager


Слайд 32

Additional tools to help you manage your social media activities from the desktop or while you are on the move (Hootsuite, Tweetdeck, Tweetbot,…) Tools: Other Web and Mobile Apps https://twimg0-a.akamaihd.net/profile_images/1865409149/iPhone-icon.png http://blog.onavo.com/wp- content/uploads/2011/06/tweetdeck-logo.png http://www.beheardmedia.com/wp-content/uploads/2012/03/FourSquare-Logo-Image.png


Слайд 33

Make sure you create a Facebook Page for your business (NOT a personal profile). Steps for creating a Facebook Page: https://www.facebook.com/business/overview Facebook Page Creation


Слайд 34

Ads


Слайд 35

Concept Planning Targeting Setting expectations in terms of visitor range, community size, downloads,... Ads


Слайд 36

Budget range to keep in mind:  $0.45 to $1.6 per visitor (1.7 AED to 6AED). On LinkedIn the minimum costs per click is even higher at $2 Difference of budgets due to:  different ad networks (for example, LinkedIn has a minimum of $2 per click), peak seasons,... Optimizing for specific objectives (Mobile App downloads, user signups, video views, community growth,…) Ads


Слайд 37

Sample Ad Plan


Слайд 38

Email Domains


Слайд 39

It is very important that you have your @domainname email for giving a professional image for your users and investors. Make sure you don’t use a general use email (such as @gmail.com, @live.com, @yahoo.com as the public email of your business. Email Domains


Слайд 40

Choosing a solid email provider is critical so that you can focus on your business.  Features to look for are effective SPAM filters, feature-rich capabilities of email when on the go, and ample storage: Email Domains


Слайд 41

Options for you to explore (generally at $5 – or 19 AED - per user per month): Google Apps: http://www.google.com/enterprise/apps/business/ Office 365 for Business: http://office.microsoft.com/en-us/business/ Email Domains


Слайд 42

Newsletters


Слайд 43

If you want to think long term, an email newsletter is important to keep your users updated with the latest trends in the industry that affect them, as well as what you have been working on recently. Newsletters


Слайд 44

Make sure you don’t use the newsletter as a hard sell or to SPAM your database. Newsletters Image Source: https://www.flickr.com/photos/howardlake/5969582435


Слайд 45

Resources for nurturing your newsletter: http://mailchimp.com/ is a powerful tool.  They are very specific on how you gather email addresses and unsubscribe rates after you send out emails.  They have ample content on their website to guide you through the best practices of newsletters. http://constantcontact.com http://icontact.com Newsletters


Слайд 46

Business-to-Business


Слайд 47

If your startup relies on Business-to-Business communication you will need to use a different set of Social Media channels such as LinkedIn and SlideShare LinkedIn Outreach: Use LinkedIn as an effective way to identify business interested in your service and contact decision makers within those businesses Business-to-Business(B2B)


Слайд 48

Customize your communication with them, don’t be generic.  We get enough SPAM in our inbox everyday and don’t need more via LinkedIn.  Be brief, show them the value to them (not your value, but what is in it for them), and request a meeting or call to discuss Business-to-Business(B2B)


Слайд 49

Before you reach out to others on LinkedIn, make sure your house is in order: Properly filled Company Profile Take advantage of Showcase Pages Have your profile and the profile of those who publicly communicate to be properly filled and optimized Have regular updates Business-to-Business(B2B)


Слайд 50

Videos


Слайд 51

Videos can be used for Product Demos, Feature Promotion, Technical Support,... Resources for readily creating your animated videos: goanimate.com powtoon.com We can do one-by-one video animation review with the different teams Videos


Слайд 52

Indicators


Слайд 53

Measuring the results of your Digital and Social Media Activity via quantifiable KPIs Indicators below have been chosen in a way that they look at the performance of the overall digital assets and how they relate to the business objectives. Overall Use Base (total) Mobile App Installs (total) Monthly Active Users (MAU) Overall Indicators


Слайд 54

Continues… Number of Sessions Push notifications sent per month App Store Ratings App Reviews Received Sentiment Analysis of App Review Monthly website visitors (unique) Monthly website views (total) Social Media Community Size Social Media number of posts by brand Overall Indicators


Слайд 55

Growth Indicators These are specific indicators to keep an eye on to measure growth as you implement more and more Digital and Social Media initiatives. Mobile App Length of Session (monthly average) Weekly Rate of Growth of User Base Monthly Rate of Growth of User Base Monthly Growth Rate of Social Media Community Size Mobile App Positive App Reviews Received


Слайд 56

Continues… Mobile App Monthly Active Users (MAU) Mobile App Number of Upgrades Mobile App Retention Rate User Locations Growth Indicators


Слайд 57

Segmented Indicators Indicators are displayed within specific segments to provide granular insight. Platform App Installs Community Size Distribution App Store Rating per Platform Usage by Countries


Слайд 58

General Concepts


Слайд 59

Using Copyrighted Content Because you are a startup and you are tight on funds, this doesn’t justify using other people’s work without their permission.  This applies to images you use on your website, Social Media, music in your videos, ... http://www.entrepreneur.com/article/234038 General Concepts


Слайд 60

There are stock image photos that you can buy for the price of $10 per image (37AED per image) and they are yours to use across different channels: istockphoto.com shutterstock.com gettyimages.com General Concepts


Слайд 61

Other options available to you: Use content with Creative Commons tags and give reference to the source Email the content owner directly requesting permission General Concepts


Слайд 62

THANK YOU! /aymanitani /aymanitani /aymanitani Search Ayman Itani linkd.in/aymanitani


×

HTML:





Ссылка: