Analysis of Cape Fear CREW’s website and online strategy and a plan for growth and engagement.

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Analysis of Cape Fear CREW’s website and online strategy and a
plan for growth and engagement.
Presented by, Jenna Curry
Director of Marketing, Little Wing Marketing
How to
Market your
Networking
Group
Online

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About Me
Director of Marketing, Little Wing Marketing
littlewingmarketing.com
jenna@littlewingmarketing.com
BLOG: abetteruserexperience.com twitter: @jennacurry
Port CityYoung Professionals Networking Group
Founder and Administrator
portcityyoungprofessionals.com
facebook.com/portcityyoungprofessionals twitter: @pcyp
Good FriendsWilmington
Board of Directors, Past Luncheon Chair
UNCW Alumni Association
Board of Directors
UNCW Communication Studies Alumni Chapter
President
Quality Enhancement for Non Profit Organizations (QENO)
Coach

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Today’s Agenda
n Updates to CREW website
n 6 ThingsYour Homepage Must Do
n What can we do to better market CREW?
n Internal Communications vs External Communications
n Grow CREW Facebook following & engagement
n Grow LinkedIn following & engagement
n Tracking & Analytics
n Cool Tools & Additional Resources
n Questions

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A few updates to capefearcrew.org

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What can we improve?
n A responsive site is optimized for screens of all sizes. – test in
Cybercrab.
n More specifics about Cape Fear CREW versus CREW
Network. Show what being a member actually looks like.
n The testimonials are very impactful and demonstrate social
proof- the more the merrier.
n To get more qualified traffic to the website we’ll need to
publish a variety of content on the blog.

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Set SMART Goals For ALLYour
Marketing
n Specific
n Do set real numbers with real deadlines.
Don't say, "I want more visitors."
n Measurable
n Do make sure that you can track your goal.
Don't hide behind buzzwords like "brand engagement" or "social influence."
n Attainable
n Do work toward a goal that is challenging but possible.
n Don't try to take over the world in one night.
n Realistic
n Do be honest with yourself, because you know what you and your team are
capable of.
n Don't forget any hurdles you may have to overcome.
n Timebound
n Do give yourself a deadline.
n Don't keep pushing towards a goal you might hit "some day."

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Goals for CREW
n Increase membership by 20% by July 31, 2013
n Increase sponsorships by 400% by July 31, 2013
n Increase traffic to the website by 20% by July 31, 2014
n Increase Facebook likes by 400% by May 1, 2014
n Increase LinkedIn following by 400% by May 1, 2014

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What should go on a website?
n http://abetteruserexperience.com/2012/03/6-things-your-
home-page-must-do-to-keep-from-sucking/
n 6 ThingsYour Website Must Do (to keep from sucking)
n Needs to speak the users language
n Needs to communicate who the customer is
n Needs to communicate the core benefits
n Needs to show passion for the product
n Needs to build trust
n Needs to push user into the sales funnel
n Responsive Design
n UX

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Why does Cape Fear CREW have a
website?
n No really, I’m asking.
n It’s a tool that does what?
n Meets internal organizational needs
n Meets external organizational needs
n Who is using the website?

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Why should we have a blog?
n To attract and instill credibility for our current and potential
sponsors:
n What content will attract sponsors?
n To attract new members.
n What content do potential members want, need and value?
n To communicate with and to provide value to current
members.
n What content will our current members find valuable?

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Content For The Blog
CREW Communications Can…
n Create editorial calendar
n Publish content created by committees to the website
n Share content on CREW social networks

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Content For The Blog
CREW Sponsorship Committee Can…
n Create content that is appealing to sponsors
n Acquire new sponsor info, logo, graphics
n Create write-up about our current sponsors
CREW Membership Committee Can…
n Create content that is appealing to potential members
n Acquire new member contact info, photos, write-up
n Create write-ups about our current members

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Content For The Blog
CREW Community Outreach Committee Can…
n Create content about past and future community outreach
opportunities and projects.
n Take photos
n Take video

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What kinds of content?
n Photos
n Photo albums
n Video
n Info-graphics
n Checklists
n How-to’s
n Endorsements
n Charts
n Interviews
n Case studies
n Testimonials
n Comparison Charts
n Stories

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What kinds of content?

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Increase Facebook Following
CREW Communications Committee Can…
n Post photos of meetings, events, members in the community.
n Share posts published on the blog about upcoming events,
speakers, membership drives, new sponsors, achievements
of our members that link back to that page or post on the
website.
n Share content from our members
n Ask questions to our followers
n Share industry related information and news

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Increase Facebook Following
CREW Membership Can…
n Like the page on Facebook and Subscribe to updates
n Like as your own business Page if you have one
n Share a link to the page with friends that would benefit from the content
we are sharing and/or would want to join CREW.
n Like, share and comment on posts from Cape Fear Crew.
n Tag Cape Fear Crew in posts about the group or people in the group
n Tag yourself in photos
n Check in to Cape Fear Crew when you go to meetings

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Increase LinkedIn Following
CREW Communications Committee Can…
n Share posts published on the blog about upcoming events
with speakers, membership drives, new sponsors,
achievements of our members that link back to that page or
post on the website.
n Share original content from our members
n Share original content as it relates to commercial real estate
n Share curated local and regional industry news that impacts
commercial real estate.

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Increase LinkedIn Following
CREW Membership Can…
n Follow Cape Fear CREW with your personal LinkedIn profile
n Search for connections could make good members of CREW
or would benefit from following our professional content and
send them a message on LinkedIn.
n Like, share, and comment on posts from Cape Fear Crew
n Add Cape Fear Crew to your Organizations on your profile

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Tracking & Iterating: Google
Analytics

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Tracking & Iterating: Google
Analytics
n Where are your visitors coming from?
n What keywords are they searching for?
n How long are they staying on the site?
n Which pages are they spending the most time on?
n Goal Tracking
n Event Tracking

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Tracking & Iterating: Facebook
Insights

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Tracking & Iterating: Bit.ly

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Tracking & Iterating: Likealyzer

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Cool Tools: PicMonkey
n PicMonkey

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Cool Tools
n Website Tools
n Wordpress
n YOAST SEO plugin
n Shareaholic
n Social Media Tools
n Likealyzer
n Hootsuite
n Email Tools
n MailChimp
n Video Tools
n YouTube for Non Profits
n Your Smart Phone
n Vine & Instagram Video
n Cycloramic
n Survey Tools
n Survey Monkey
n Tracking/Analytics Tools
n Google Analytics
n Bit.ly
n Facebook Insights
n Photo/Editing
n PicMonkey
n Sumopaint
n Creative Commons
n All-Free-Download
n User Testing
n 5 Second Test
n Clicktale
n Content Creation Tools
Editorial Calendar Template
Hubspots Blog Topic Generator

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Questions?
Jenna Curry
Director of Marketing
Little Wing Marketing
jenna@littlewingmarketing.com
(828) 719-9916
abetteruserexperience.com
Twitter: @jennacurry