Eva Zacks

The Digital Road

Agenda

• Current Reality
• Goals and Objectives for Digital
• Content Creation
• Digital Content Marketing
• Strategy for Score-Naples
• Conclusion and Next Steps

Today at Score-Naples

• low engagement (among counselors and clients)
• low ranking- oppt to go higher
• low visibility in the community
• there are opportunities to serve more clients with greater impact

Objectives

• Create more visibility for our chapter
• More engagement- counselors & clients
• Upgrade skills & keep up with technology
• Attract more workshop attendees
• Attract great counselors

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'Content is King'

Content Creation

Content Types

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Key to Success

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Blogging

• Tumblr
• Google - Blogger
• Free Tools
• Link to Score-Naples website
• Repository for blog posts

What to Blog About?

• Doing business in Collier County; local events; local biz highlights/news
• Client successes & lessons learned
• Business owners struggles and solutions
• Mentoring experiences
• Reviews of business books
• Biz trends, opportunities
• Top 10 lists

Why Blog?

• Increase awareness & visibility
• Attract and retain clients & supporters; build relationships
• Valuable marketing channel
• Attract quality traffic to website

Tumblr

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Tumblr Example

Tumblr Example

Leverage Content

• Repurpose our content on: Youtube, Vimeo, Slideshare, SoundCloud, Newsletters, Podcasts, Pulse (Articles)
• Share on: FB, Twitter, Tumblr, LinkedIn, Pinterest, Google+

Social Media Platforms

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Facebook

Facebook

• SCORE Naples - The Official SCORE Naples (Facebook Page)
• Comment on Posts
• Spread the word about our FB page
• 'Like' our page
• We plan to post 2-5 times daily
• Hashtags #: turn topics and phrases into clickable links

Facebook

• Automation Tools: Hootsuite, Bufferapp, PostPlanner
• 'Facebook Work In Progress' folder on Google Drive
• Who can post - Admins: Eva, Gaby, Karl
• Page Roles: Moderator, Editor, Analyst, Advertiser

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Twitter

• Tweet similar content we post on Facebook but on different dates
• Hashtags: #business, #BizTip, #smallbiz, #startup, #marketing...
• Famous Quotes
• Tweet about events & workshops, videos, blog posts, articles, etc...

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• Events, workshops, opportunities, news

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LinkedIn

• Create 'All-Star' Profile
• Join groups and engage
• Showcase your Score association on your Profile
• Publish articles on Pulse (publishing platform on Linkedin)
• Engage and provide answers

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Google for Nonprofits

• Free access to the Google Apps (Gmail, Calendar and Google Drive)
• Sign up for Google for Nonprofits Pgm
• Store documents in the cloud: 30GB of storage (Gmail and Google Drive)
• Stay connected from anywhere; securely access data anywhere

Google Drive

• 30G of free cloud storage available to all chapter members
• Share documents and collaborate
• Storage for all important content: documents, images, newsletters, articles
• Facebook Work In Progress folder - for interim storage of FB content

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Google+

• Audience: early adopters and technology lovers
• Use Goggle hangouts for free video conferencing with clients
• May use G+ reviews
• Can leverage Circles, Hangouts on Air, Communities

Youtube for Nonprofits

• Create a Score-Naples branded Youtube channel
• Ability to drive viewers to action by placing a Call-to-Action overlay directly on videos
• Customize the look & feel of our channel with our logo and branding
• Free, enriched version of YouTube just for nonprofits

Score-Naples Youtube channel

• Record videos - 1-5 min
• Post to our branded Youtube channel
• Engage and educate
• CTA overlays - raise donations & drive viewers to website
• Promote fundrasing events
• Add Google Donate button to each video

YOUTUBE DONATE BUTTON

Karl On YouTube

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e-Newsletters

e-Newsletters

• Engage with clients
• Email newsletter monthly
• Include valuable content to encourage sharing
• May include videos

e-Newsletter Content

• Feature Article
• Embedded Video
• Counselor Spotlight
• Client Spotlight
• Book Reviews; Local Biz News
• Events and Workshops
• Doing Business in Collier County
• Business Trends

How?

• Create Digital Marketing advisory board - 2-3 people
• Create a Project Plan for 2015
• Create a Content Marketing Calendar
• Hire interns: good writers, graphic designers, web & video savvy

Training, Workshops, & Webinars on Social Media, Google Drive, and Digital Platforms

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Everyone is welcome to join, learn, collaborate, and participate

Measure Progress at 3 Months and Year End

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Pinterest, Instagram, G+

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Thank you