Presentation to the TDSA Annual Conference,
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Transcript of Presentation to the TDSA Annual Conference,
The slides for this presentation are available from: www.slideshare.com/leesawatego
ONLINE TOOLS
COMMUNICATING WITH STAKEHOLDERS
Leesa Watego | Iscariot Media | 2015
Presenta7on for the Transport Development & Solu7ons Alliance Annual Conference, 7 July 2015
My name is Leesa Watego from Iscariot Media. It’s lovely to meet you. You can find me on – Facebook, Twitter, LinkedIn, Instagram, Snapchat, Slideshare, Google+, Pinterest, YouTube, Tumblr, Vine. I invite you to connect.
your goals WHAT DO YOU WANT TO ACHIEVE?
Deliver a be*er service to your clients / community.
In order to make change, you must exercise your influence.
general principles REFRESH
HOME BASE
OUTPOST 1 OUTPOST 2
OUTPOST 3
OUTPOST 4 Drive traffic back to your home base where the customer can buy, sign-up, comment etc.
The home-‐base/outpost model was ar7culated a few years ago by Darren Rowse (Problogger) and Chris Brogan)
Home Base / Outpost Model
Paid Media
Traditional advertising – print, television, radio, media deals,
paid search,
Paid / Earned / Owned Media
Earned Media
Newsworthy activities (win prizes, comment on the worlds), word-of-mouth, seo, likes,
@replies,
Owned Media
Your website content, blog posts, social media content,
In practice, activities are linked. Example, Red Bull Stratos Jump 2012
Don’t just talk about yourself
Post consistently
Help the algorithms
the evolving space WHAT’S CHANGED?
Know the purpose of each space you create
Marketers ruin everything
Paid versus Organic
Personal and/or Professional presence
REAL NAME
BIO, WITH LINKS
TRANSPARENCY ABOUT WHO IS BEHIND THE
ACCOUNT
platforms WHAT SHOULD I BE USING?
What platform should I be on? What are your resources?
Owned platforms include: your website, your email list,
Rented/Leased platforms include: your Facebook page, your Twitter account, your LinkedIn pages
What platform should I be on? Is it owned/leased?
What platform should I be on? Who & where are your audience?
Instagram Brands: @seraphimstore @ruboliveonline @abcnews_au @nava_visualarts Personal brands: @naomisimson @dranitaheiss Local Business: @charliesfruitonline @openbookcafe
Snapchat Brands include: TacoBell Mashable
Vine Brands: ABC News
VS
the website SIMPLIFIED
YOUR WEBSITE
HOME BASE
OUTPOST 1 OUTPOST 2
OUTPOST 3
OUTPOST 4 Drive traffic back to your home base where the customer can buy, sign-up, comment etc.
The home-‐base/outpost model was ar7culated a few years ago by Darren Rowse (Problogger) and Chris Brogan)
Home Base / Outpost Model
YOUR WEBSITE IS LIKE ANY OTHER PROPERTY
Designed + Built
Business Strategist
Marketing Strategist
Being ONLINE requires specific SKILLS SETS
Web Developer
Web Designer
Communication Strategist
Copywriter
UX/UI Social Media Consultant
Photographer
Content Creator
Public Relations
Graphic Designer
Design for mobile
Costs – set-‐up + recurrent
Real life event
Use 1 piece of content across multiple channels
Story = (Image +
Text)
Are you constantly trying to fit together pieces of a puzzle that never seems to fit together?
