Creating and Maintaining Your Online Presence
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The document outlines strategies for creating and maintaining an effective online presence, focusing on branding, content consistency, and audience engagement. It emphasizes the importance of using various platforms, including blogs and social media, to interact authentically with audiences and drive engagement. Key recommendations include creating a cohesive visual presence, organizing content using an editorial calendar, and measuring progress against objectives.
Creating and Maintaining Your Online Presence
- 1. Creating and Maintaining Your Online Presence Sourabh Sharma @figorout @sssourabh
- 2. i have set everything up online. now what?
- 3. recall your objectives • Build a Brand • Escalate Awareness • Engage Audiences • Drive Purchase • Etc.
- 4. what do people see when they… stumble upon you find you look for you see you
- 5. consistency because it all plugs back into you
- 6. put your content all out there …
- 7. … and keep people engaged
- 8. consistency across platforms via content and engagement is key content consistency engagement loyalty
- 10. branding: keep it consistent • Visually • Tonally • Same “look and feel” across your online self • Pick a niche – Life – Books – Travel – Brands – Etc.
- 11. creating content • Create inter-related content – Images – Writings, quotes – Lists (e.g. recommendations) – Live streams – Blogs – Combination • Assess what works, and create more of it • Tie it together with a theme
- 13. love is a two way street
- 14. audiences usually like • Authenticity • Information and insights • Conversation • Recommendations • Background information
- 15. … and like a bit less • Lack of authenticity (third party postings) • Lack of information • Lack of conversation • Only advertising • An overdose of things related to global economics (weather, politics, etc.)
- 16. now, fit your engagement ideas somewhere • Host a Q&A session • Ask for opinions / feedback • Run contests or host giveaways • Answer frequently asked questions (FAQ) • Reveal teasers / excerpts / etc. • Showcase inspiration behind things • Provide behind the scenes (BTS) information • Share event schedules
- 18. website blog • Hierarchically sorted information • Information source • ‘Home’ page and landing page with interconnected, layered pages • One of these could be a blog • Chronologically sorted content and ‘posts’ • Blog = web log or diary
- 19. website • A fairly static (sometimes evolutionary) portal • A central location with content like: – Your bio and work – Links to purchasing – Links to subscribing – Links to other social platforms – A calendar of events – A blog • Hosted/built on: – Wordpress / Blogger – Squarespace, Wix, Weebly, etc.
- 20. blog • WWW: A blog is optimized for searchability (SEO) • Content is chronologically sorted but can be shared and reshared repeatedly. Content can include: – Planning tool for your ‘next thing’ – Collection of inspiration (e.g. characters, themes, etc.) – Excerpts • Images, quotes, etc. – Behind the scenes (BTS) content
- 21. email marketing • Emails are mostly to provide information or direct traffic elsewhere • Emails can be scheduled (time and content) in advance with content from other channels (social platforms or website) • In marketing, emails still continue to generate much click-through and commerce, where applicable
- 22. email marketing • Collecting emails – Subscription via social or website • Emails drive traffic and engagement – Periodic newsletter with content that is shared on other platforms – Updates / information / alerts – Seasonal greetings – Create catchy subject lines! • Plan/create/schedule beforehand: – Platforms that are easy to use: Mailchimp, Campaign monitor
- 23. what social platforms fit with your objectives and brand? videos written content visual content real time content
- 24. facebook • Several call to actions to choose from: – Sign up / subscribe – Purchase • Engagement is essential • Used for: – Engaging with audiences – Sales / polls / engagement tactics – A variety of posts, including content shared from other social media platforms • Results – Direct click through, signups and purchases, all measurable
- 25. instagram • A visual medium • Balance quality of each post as well as feed • Used for – Driving engagement via posts and ephemeral content (stories) – Driving audiences to other platforms (e.g. website) – Relaying an artistic, visual side of the world – Sharing content which includes images, art covers, personality, travels, etc. • Results – Discovery and inspiration – Validation and engagement
- 26. instagram • Planning – Plan the ‘look and feel’ of your feed in advance – ‘draft’ posts, captions, and pick from pre-sorted list of hashtags (30 max!) • Designed for discovery – Tag relevant brands, geo- locations, accounts, etc. • Maintain a cohesive looking feed
- 27. twitter • Get the ‘pulse’ of a conversation • Limited character conversations that disappear, but are more ‘conversational’ based on a tweet or a hashtag/topic • Used for – Conversations on a topic – Twitter chats – Following a hashtag for an event, etc. • Results – Conversations and point of view – Click through to any external site / platform
- 28. twitter • Easy scheduling of tweets via software • Easy engagement – Reply / retweet / share • Community building – Twitter lists (e.g. for authors) – Create a cult, e.g. “Danamaniacs” by author Dana Stabenow
- 29. pinterest • All about discovery • Segregate content into ‘boards’ which can be followed in isolation versus an entire profile • Used for – Quotes – Covers or art ideas – Research and inspiration – Shopping • Results – Inspiration – Click throughs to other platforms
- 30. going ‘live’ • Livestream on Facebook, Instagram or Twitter • Real time engagement and interaction, which can be repurposed into content • Examples – Run a Q&A session – Answer FAQs – Behind the scenes (BTS) – Talk about your new launch – Ask for feedback / opinions
- 31. now, fit your engagement ideas somewhere • Host a Q&A session • Ask for opinions / feedback • Run contests or host giveaways • Answer frequently asked questions (FAQ) • Reveal teasers / excerpts / etc. • Showcase inspiration behind things • Provide behind the scenes (BTS) information • Share event schedules
- 33. editorial calendar • Create a calendar across all platforms – Keep it periodic, consistent • Identify which content can be shared across platforms – Images, quotes, etc. • Identify seasonal content for holidays / important dates • Software helps – Hootsuite / Buffer, etc. – Mailchimp, etc.
- 34. collect and store content • Images should be stored and organized for access across your entire online presence – Dropbox, Google Photos for storage – Pixlr, Photoshop, Picassa, Snapseed for editing • Manage excerpts of brand copy – Quotes, etc. • Use search tool to get the best #hashtags – Keep a list of these handy
- 35. tweak and grow Have fun Set realistic expectations Measure progress and growth See what you enjoy Grow what you enjoy
- 36. you cannot force yourself to enjoy something, but you can learn about it and see what works for you • Try things out • Follow tips and guidelines • Measure your progress • Link back to your objectives • Post or put content out if you think you have to, as the reluctance may show. • Engage without a periodic quality and/or timing, as you may disengage your audiences. Do Don’t
- 37. relax you don’t need to be everywhere
- 38. listen, watch, observe others before making a plan
- 39. do what works for you and what you enjoy and try out other things too
- 40. Creating and Maintaining Your Online Presence Sourabh Sharma @figorout @sssourabh