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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
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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
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Target Audience
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CEO Sedrick CSR Sierra
Director of Corporate Social Responsibility
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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
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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
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Current Marketing Methods
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Marketing?
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Marketing
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Current Outreach Methods
• Attending Events Emailing Past Contacts
Word of Mouth
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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
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Tactic 1:
UX Design
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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
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Tactic 2:
Content Marketing
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Current Website Traffic & Engagement
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Month of May:
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Current Facebook Engagement
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Current Website Traffic & Engagement
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Month of May:
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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
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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
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Meaningful Social Media Content
Learn more athttps://sfciti.org/
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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
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Tactic 3:
Publicity/Earned Media
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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
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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
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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
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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
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THANK YOU!