Get Digital
Digital marketing seminars by Gorilla 76 and Evolve Digital Labs

February 2012

Get Digital Video: Derek Mabie on Making the Plan

It’s hard to believe that it’s already been four months since Get Digital 2 in November. As you’ll recall, Evolve Digital Labs and Gorilla 76 teamed up to produce the second ever Get Digital seminar in St. Louis, MO. Derek, the first presenter, emphasized how crucial it is to designate a manageable starting point. It’s not difficult to get overwhelmed by the number of digital mediums available. The standards – Twitter, Facebook, and the company blog – are not always easy to control. Not all at once. Additionally, it seems that more and more social media sites, applications, and tools are becoming relevant – such as Google+, foursquare, and Pinterest. How is a brand supposed to handle this much work? It’s time consuming and exhausting.

Derek made it clear in his presentation that you should start with what you can manage. What is the goal of your digital engagement? To increase sales in a particular service or product? To get more traffic to your website? Start with one channel that you are comfortable controlling. If it’s a blog, focus on generating consistent posts. If your strength is Twitter, condense all social activity to that one platform. Continue with this strategy until you are comfortable with the routine and capable of reaching the set goals.

Additionally, if creating content online isn’t easy or natural for you, find the members of your brand who excel at it. Derek mentioned that nearly 50% of young adults between the ages of 18-24 are actively producing content online already. If there are members of your team who fit into this demographic and possess this valuable skill, why not utilize their experience for your brand? Content, after all, is absolutely essential. If you don’t have any, you’re not engaging anyone.

In order to make sure the social involvement is not just a hit-or-miss time suck, but a wise investment, you must first create a tactical plan. Using the same “one-channel” mindset, start with simple weekly content plans that focus on one area. Otherwise; there are too many social platforms competing for attention and success will not happen. It sounds cliché, but it’s the truth: brands should opt for baby steps before diving headfirst into social engagement.

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