Digital Marketing PresentationGeneral Assembly • May 2018 • Marily Abad

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Mission:Connecting tech leaders, nonprofit organizations, city

policymakers, and local SF residents to advocate innovation and collaboration in order to uphold San

Francisco’s reputation as a leader in both technological innovation and social responsibility.

San Francisco Citizens Initiative for Technology & Innovation

About sf.citi

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Nonprofit 501c(6) membership-based organization.

Whether you’re a huge multi-brand company or a small startup, sf.citi can help you represent, engage, and convene.

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• Represent. Engage. Convene.

Benefits

Target Audience

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CEO Sedrick CSR Sierra

Director of Corporate Social Responsibility

Think and Feel?• Wants to help people lead better, more productive lives• Concerned about local policies regarding employer benefit and road infrastructure

Hear?• BART prices keep increasing• Freeways are always jam packed, no way people should drive to work in the city•Employers need to compensate better for employees who have to commute further

See?• Grew up poor• Mom had to take public transportation to get to work, job didn’t cover it•Created a startup in 2014 with his former college roommate

CEO Sedrick

“My startup will change the way people think about employer commuter benefits. To reach the highest

levels of success I will need local government policies to align with my goals.”

Say or do?

Pain?•Lack of representation in local gov’t•Difficult to keep up with current policies and key issues in the community•Lack of network with bigger, more established companies

Gain?•Representation in local gov’t•Easily get informed of the current issues and news in the community•Can attend networking events and host events in order to build more connections and partnerships

See?•1st gen American, older millennial, family oriented•Works in a huge, well-known tech company that strives for inclusion/diversity•Eco friendly•”Woke”

Pain?•Tech Industry has a bad reputation with local SF residents•Difficult to find the right organizations to work with•Lack of employees involved in the company•Hard to keep up w/ current & key issues affecting SF community

Gain?•Wants to make positive impacts in the community•Wants to do volunteer work with children from disadvantaged backgrounds•More employees volunteering their time•Company will be seen as a leader in CSR, inspiring other big companies to do the same

CSR Sierra

Say or do?“It’s not secret that the tech industry in SF has a bad rep with local residents. It’s my duty to show those residents

that our company can make positive impacts and give back to the community.”

Hear?• Articles on FB saying that SF’s communities have been torn apart due to Tech Industry• Immigrants are looked down upon• High school aged kids and younger are protesting and advocating for a better, safer, more inclusive future

Think and Feel?• Big advocate for Diversity and Inclusion• Loves animals• Passionate about helping marginalized, disadvantaged groups• Believes tech companies have the $ and power to make positive change

Current Marketing Methods

Marketing?

Marketing

Current Outreach Methods

• Attending Events Emailing Past Contacts

Word of Mouth

Core Objective, KPI’s &

Overview of Tactics

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Tactic 3:Publicity

Objective:Awareness

KPI:Site Visitors

Tactic 2:Content

Objective:Engagement

KPI:Time on Page

Tactic 1:UX Design

Objective:Lead Generation

KPI:Submission Rate

Core Objective: 20% increase in membership inquiries via email by the

end of the year in order to grow membership

KPI: # of email inquiries

Overview

Tactic 1:

UX Design

Current Website UX Design

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Contact Us Become A Member Now

Example

Fields/multiple choice questions could include: •What is the size of your

company?•What is your main area of

interest → ▢ Advocacy ▢CSR ▢Both

•Must check box to receive Newsletter & Continue

Separate Landing Page For Inquiries

Tactic 2:

Content Marketing

Current Website Traffic & Engagement

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Month of May:

Current Facebook Engagement

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Current Website Traffic & Engagement

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Month of May:

Blog w/ SEO in Mind

Takeaways:

• Utilize keyword research tools to see what people are currently searching

• Make blog content out of heavily searched keywords

• People like listicles - quick, easy

• Mobile friendly format

• Make sure it’s easily shareable across social networks

• KPI: Time on page

Takeaways:

• Content will be more discoverable if title tag mirrors a likely long-tail search

• Utilize Google Keyword Planner & Google Trends to perfectly optimize your SEO strategy

• Word order matters: put what people are looking for first in the title tag

Blog w/ SEO in Mind: Long Tail Searches

Meaningful Social Media Content

Learn more athttps://sfciti.org/

Meaningful Social Media Content

Learn more athttps://sfciti.org/

Takeaways:

• Use existing member companies as leverage to create brand awareness on social media channels

• Utilize real quotes from members

• People like seeing other people + animals …

• KPI: Time on page + shares, likes, comments

Learn more athttps://sfciti.org/

Bonus Takeaways:

• Takeaways mentioned above could be applied to video-form content• Style of video could be similar to the examples given• Short, concise, meaningful, CTA• Always have closed captions

Tactic 3:

Publicity/Earned Media

Profile Piece

A profile piece is a type of feature story that usually focuses on what’s important or interesting about a company/person.

How one nonprofit is striving to be the voice for all tech companies in SF

Takeaways:

• Earned media builds credibility

• Jumpstarts awareness

• Can be shared on all owned social channels - expands reach

• Strengthens SEO

• KPI: Site visitors

Thought Leadership Piece

A thought leadership piece is a type of feature story which can help to solidify a company as an expert and authority within that topic.

How corporate social responsibility in tech is helping to keep San Francisco’s ‘soul’ alive

Takeaways:

• Earned media builds credibility

• Jumpstarts awareness

• Can be shared on all owned social channels - expands reach

• Strengthens SEO

• KPI: Site visitors

Future Tactics: Paid Social

Takeaways:

• After organically posting content for a couple months, measure your results + optimize

• ‘Boost’ the ones that have higher engagement - impressions, clicks, likes, comments, etc.

• You can also pay to make earned media content expand reach + target more specifically

• KPIs: Site visitors, Clicks, Time on page

Future Tactics: Targeted Email Campaigns

Takeaways:

• After building more email contacts through the submission form, start targeting emails

• General newsletter vs. Member-Specific emails vs. Emails that could persuade a company to inquire or become a member

• KPIs: Open rate, CTR, conversions

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Tactic 3:Publicity

Objective:Awareness

KPI:Site Visitors

Tactic 2:Content

Objective:Engagement

KPI:Time on Page

Tactic 1:UX Design

Objective:Lead Generation

KPI:Submission Rate

Core Objective: 20% increase in membership inquiries via email by the

end of the year in order to grow membership

KPI: # of email inquiries

Recap

THANK YOU!