Small business goes digital. Nutcase Digital Brand Strategy
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1 Small business goes digital Nutcase Digital Brand Strategy
2 Nutcase Helmets
3 Social Presence 4/ Likes. High user engagement, little response Followers: 2 Tweets/ day, repurposed FB posts. 59 subscribers, 6 clips. Last upload 3 yrs ago.
4 Why? Nutcase anarchy. No marketing staff No strategy Random efforts
5 How to define a Nutcase
6 Define: Business priorities (Own slide with pic) Audience profiles (Own slide with audience sample pics) Business Priorities Brand platform (Own slide with cannon woman pic) Strategic partners (Own slide with logos Substance and Mambo) Site requirements (Own slide with pic) Internal staff & responsibilities (Own slide with staff halloween pic)
7 Define: Business priorities (Own slide with pic) Audience profiles (Own slide with audience sample pics) Brand platform (Own slide with cannon woman pic) Strategic partners (Own slide with logos Substance and Mambo) Site requirements (Own slide with pic) Internal staff & responsibilities (Own slide with staff halloween pic) Audience Profiles
8 Define: Business priorities (Own slide with pic) Audience profiles (Own slide with audience sample pics) Brand Platform Brand platform (Own slide with cannon woman pic) Strategic partners (Own slide with logos Substance and Mambo) Site requirements (Own slide with pic) Internal staff & responsibilities (Own slide with staff halloween pic)
9 Define: Strategic Partners
10 Define: Business priorities (Own slide with pic) Audience profiles (Own slide with audience sample pics) Brand platform (Own slide with cannon woman pic) Site Requirements Strategic partners (Own slide with logos Substance and Mambo) Site requirements (Own slide with pic) Internal staff & responsibilities (Own slide with staff halloween pic)
11 Define Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel Audit Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
12 Define: Business priorities (Own slide with pic) Audience profiles (Own slide with audience sample pics) Brand platform (Own slide with cannon woman pic) Strategic partners (Own slide with logos Substance and Mambo) Site requirements (Own slide with pic) Internal staff & responsibilities (Own slide with staff halloween pic) Team & Responsibilities
13 Then what? Nutcase in action Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
14 Site Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
15 Show Booth Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
16 Advertising
17 Staff training Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
18 Analytics
19 Annual Budget Developed new site (Own slide, screenshot) Translated site design to trade show and advertising (Own slide, booth shot) Channel audit & cleanup. Why those channels? Twitter demographic. Instagram visual brand. YT hard but necessary. (Own slide, channel screenshots) Trained staff on ongoing channel engagement. Concerted effort to make regular posts & interaction. Liking people & partners, finding thought leaders, keep up with conversations. Staff still other work, but looking at social made huge difference. Staff hours more than $$. (Own slide with pic, not sure) Monitoring progress & analytics. (Own slide with pic, not sure) Budget development. (Own slide with pic, not sure)
20 Fun successes
21 Fun successes
22 Right now
23 Social Presence 3/ Likes. High user engagement, little response Likes, 40% growth. High 2-way engagement Followers: 2 Tweets/ day, repurposed FB posts Followers, 70% growth. All original content. 59 subscribers, 6 clips. Last upload 3 yrs ago. 631 Followers, daily fantastic posts.
24 Social channel growth Twitter Facebook Instagram /13/13 5/13/13 6/13/13 7/13/13 8/13/13 9/13/13 10/13/13 11/13/13 12/13/13 1/13/14 2/13/ /13/13 5/13/13 6/13/13 7/13/13 8/13/13 9/13/13 10/13/13 11/13/13 12/13/13 1/13/14 2/13/14
25 Next steps: International (Own slide, what pic? Maybe bike in front of map?) International Evolved responsibilities (Exp team group shot?) Evolved audience profiles - B2B, young tribals (Some new audience sample shots) Moto (Show product line)
26 Next steps: Evolving team
27 Next steps: Audience Profiles 2.0
28 Next steps: Partnerships
29 Next steps: Moto Launch
30 Learnings thus far:
31 Learnings: It s ok not to know
32 Learnings: Make friends with digital natives
33 Learnings: One step at a time
34 Thank Yo u
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