taccm 2013 web marketing tool kit - texas association of community college marketers
DESCRIPTION
Your Web Marketing tool kit is continuously expanding (and changing!) as online tools evolve. What should you expect out of Facebook advertising vs. YouTube vs. LinkedIn? Do you need a mobile app? Should you spend resources on new social networks like Vine, Pinterest, and Google+? In this pre-conference intensive workshop, Katrina Kokoska and Caitlin Kaluza from Schipul – The Web Marketing Company will cover the foundational elements of web marketing strategy, and targeting your web marketing efforts to make the most impact on your goals. We’ll also talk trends in web marketing, including geotargeting and the rise of mobile. The session will start with your website as the home base of your web marketing efforts – and then explore several of the options you have in your web marketing tool kit, including: content strategy, Social Media Marketing, online photo/video content, Search Engine Optimization, Google Adwords PPC Advertising, advertising on social media sites, email marketing, and mobile options. We will break down the strengths of each tactic, tips to get started, and tools for measuring your success.TRANSCRIPT
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YOUR WEB MARKETING TOOLKITKatrina Kokoska | @kkokoskaCaitlin Kaluza | @qcait
schipul.comblog.schipul.com@schipul
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WHO ARE WE?
KATRINA KOKOSKAProfessional Services Manager
@kkokoska
CAITLIN KALUZAMarketing Manager@qcait | qcait.com
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1. Defining Goals
2. Web Marketing Hierarchy
3. Measuring Success
4. Evaluating New Tools
5. Streamlining Implementation
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/
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SETTING GOALS
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STEP 1: PUT YOURSELF IN THEIR SHOES
1. Demographics
2. Their Pain Points
3. Behavior - Where do they hang out?
4. When?
Photo Credit: flickr.com/photos/luchilu/633923159
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Start with Standards - Then Test for Yourself
Source: blog.getresponse.com/best-time-to-send-email-infographic.html
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STEP 2: DEFINE A CONVERSION
1. How will you define success?
2. How can you measure it?
3. Are you set up to track it?
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EXAMPLE CONVERSIONS
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STEP 3: SET EXPECTATIONS
•This Takes Time
•Marketing is Never “Over”
•Your Website... It’s Alive!
Photo credit: flickr.com/photos/bagaball/6957682511
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STEP 4: WHERE IN THE BUYING CYCLE ARE THEY?
smartinsights.com/wp-content/uploads/2012/02/inbound-marketing-funnel.jpg
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YOUR WEBSITEaka The Mothership
Photo Credit: flickr.com/photos/68428932@N00/4690601431/
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WEBSITE MARKETING FUNDAMENTALS
A Checklist
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houston-offshore.com
1. USE A STRONG HEADLINE
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keggscandies.com
2. YOUR PRODUCT OR SERVICE IS THE HERO
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dropbox.com3. CLEAR CALLS TO ACTION
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Resource:
101 Examples of Effective Calls-to-Actionoffers.hubspot.com/101-examples-of-effective-calls-to-action
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ymcahouston.org4. BRANDING CONSISTENCY
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5. THIRD-PARTY VALIDATIONTestimonials, Partners, Credentials, etc.
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texasspineandneurosurgerycenter.com
6. MAKE IT EASY TO CONTACT YOU
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7. MEASURE YOUR SUCCESS
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Things Your Website Should Do Well
1. Squint Test2. What do you want
visitors to do?3. Can they do it?4. Navigate Easily5. Tell Your Story6. Mobile Baseline7. Accessibility Basics depelchin.org
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Website Nice-to-Haves1. Content Management2. Advanced Functionality
(login, donations, etc.) 3. Advanced Permissions
4. Advanced Conversion Tracking
5. Dynamic Content6. Mobile Optimized
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Tools in Your Web Marketing Toolkit
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Foundation
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Getting Started with Analytics
1. Why Google Analytics?
2. Embed Javascript code on each page
3. Set up Goals
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Definitions
1. Visits # of instances of a visit2. Pageviews Total views of all pages3. Bounce Rate People who landed on one page &
left without clicking anywhere4. New Visits Based on a cookie in your browser
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Top Reports to Focus On
1. Traffic Patterns2. Traffic Sources3. Top Keywords4. Content/Navigation Paths5. Mobile6. Geography
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Traffic Patterns
• Look at Month/Month and Year/Year
• Online should mirror what happens Offline
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Traffic Sources
Benchmark: 60-75% Search Engine Traffic
Who Links to You
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Top Keywords
• Exclude your brand name for “nonbranded” words
• Look at traffic and conversions
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Content/Navigation Paths
• Top Content tends to not change much
• Look at Navigation Paths from your homepage particularly
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Mobile
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Geography• Is it what you
expected?
• Where is there opportunity?
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Set Up Goals
• i.e. Fill Out Contact Form
• Admin > Goals > Add confirmation page URL
• View Conversion Rates for any report
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Resources for Learning More
1. Google Support - support.google.com/analytics
2. Google Analytics Blog - analytics.blogspot.com
3. Lynda.com - Google Analytics Essential Training
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More Tracking Tools
Tip: Add + on the end of any bit.ly URL to see stats
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Even More! Monitoring Tools
socialmention.comgoogle.com/alerts
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FOUNDATION PART 2
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Search Engine Optimization
Photo Credit flickr.com/photos/josefstuefer/9500503
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How a Search Engine Works
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Search Engines are Deaf and Blind
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Search Engine Relationships
bruceclay.com/serc.htm
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What do Search Engines Look for?
bruceclay.com/seo-hierarchy-of-needs.htm
• Readable Text • Fresh, unique content • Good site architecture • Unique meta info • Relevant inbound links
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SEO = Write great content
+Use targeted keywords where
they make sense
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Contentis King
Photo Credit: flickr.com/photos/ekilby/5611541203/
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MOBILE
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Mobile Stats
13% of web traffic is mobile
50% of local searches are mobile
57% of users say they won’t recommend a business with a poor performing mobile site
Google rewards mobile-optimized content in search results
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Mobile Stats
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Mobile Stats
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Mobile Stats
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MOBILE OPTIONS
Separate Site/Pages Responsive Designvs.
m.site.com site.com
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Separate Site/Pages Responsive Designvs.
Pros:
• Easier to add to existing website
• Cost
• Full content customization
Cons:
• Scalability
• Content lives in multiple places
• Device based
Pros:
• Scalable
• SEO Friendly (Google Recommends)
• Content Lives in One Place
• Best Practice
Cons:
• Cost
• All Content Must be Flexible
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WHAT ABOUT MOBILE APPS?
• Consider the Use Case
• Remember: Apps are Device-Specific
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FOUNDATION PART 2
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WHY ARE YOU DOING THIS?
• Who is/are your audience(s)?• Where in the buying cycle are they?• What do you want them to do?• Sign up for classes?• Pay online• Request brochure?
• Can you track your success?
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CHOOSING A PROVIDER
• Fully-managed, SaaS or In-house• Price• Reporting• Reputation• (Commitment and Templating)
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CREATING YOUR LIST
DO:Collect subscribers online and offlineSegment lists Build trustTell them what they’ll getNever stop growing your list
DON’T:Buy ListsPrecheck the boxAdd folks to more lists than they agreed toSend to an anyone you’ve not sent anything to in at least 2 yearsAnything else shady
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ANATOMY OFAN EMAIL
• List: Keep it clean/relevant• Subject line: Shorter, concise• Message
• Branded• All roads lead to CTA• Redundancy
• Landing Page: Laser-focused
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Let’s Talk Paid Advertising
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Let’s Talk Advertising
“Mak! it simpl!, but significant“ - Don Drape"
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Search Network
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Display Network
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Text Ads
Image Ads
Video Ads
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Search NetworkBe there when they’re searching for you2%-4% CTR
1. Bid on Keywords2. Quality Score x Bid
determine placement
3. Pay for Clicks Only4. Target by Geography &
Device
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Display NetworkBranding Impressions to a Targeted Audience0.1% CTR
1. Bid on KeywordsYour ads show next to content containing those Keywords
2. Can define specific placements and topics
3. Pay for Clicks Only4. Target by Geography,
Device, Demographics5. Sites include:
Gmail, Apps, Mashable.com, Buzzfeed.com, Cracked.com, The Weather Channel, etc.
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THE LONG TAIL OF MARKETING
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KEYWORD RESEARCH ACTIVITY
GOOGLE KEYWORD
TOOL
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ADSENSE
1. Show ads on your site as part of the Google Display Network
2. How it works3. Earn revenue
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1. 16% Market Share2. Less Competition
Tends to be Cheaper3. Long Tail Tends to work4. Demographics Skew Older
(Default Search Engine)
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BREAK TIME!
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Social Media!
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“FREE” V. “PAID”
•Free - Doesn’t mean to free to use•Paid - Pay/piece of content
• Pay per click• Pay per impressions
• 1 + 1 = 3
Photo Credit: flickr.com/photos/amagill/3366720659
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LET’S START WITH THE BIG DOGS
Stanle!
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OVERVIEW
• 1.11B MAU• Accounts for 90% of time spent social networking
Components• Page v. Profile• Newsfeed is main form of content consumption• Promotes engagement via Likes, Comments,
Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts
and Ads
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PAGE
• Hub of your social media presence• Home of your promotions• Gateway to your website• SEO
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FACEBOOK: PAGE
• Users are 40-150 times more likely to consume your content on their newsfeed than from your page.
• 40% of Facebook time is spent on Newsfeed compared to 12% on Pages.
• Newsfeed accounts for 4% of all time spent online.
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FACEBOOK: ANATOMY
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EDGERANK• EdgeRank is an algorithm used by Facebook to
determine where and what posts appear on each individual’s newsfeed. - PostRocket
• Personal Interaction
• Your previous interactions with the author• Your previous interactions with the post type
• Network Reaction
• Reaction from users who have seen the post• Negative feedback
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CONTENT STRATEGY• Listen First• Remember your
Environment• Consider how you use
Facebook• Use rich, engaging,
easy-to-consume media
• It’s not all about you - 80/20 rule
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ADMIN PANEL/INSIGHTS
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comScore
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PAID ADS
• 3 Types:• Boost post• Sponsored story• Paid ad
• Average CTR is low (~0.05%)
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PAID ADS
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RESOURCES
• Facebook Marketing Bible• Allfacebook.com• Developers.facebook.com• North Social and ShortStack
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• 5x more likely to share News
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• About 200M users (Dec. 2012)• Treats personal and brand profiles
the same• Timeline is main form of content
consumption• Promotes engagement via Mentions,
RTs and Hashtags
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• Full-Service
• Promoted Accounts, Tweets and Trends
• Analytics
• Customer Service Rep
• Self-Service
• Promoted Accounts and Tweets
• Analytics
• Only pay for what works
PAID ADS
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PAID ADS
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• > 1B unique visitors each month• 100 hours of video are uploaded
every minute• According to Nielsen, YouTube
reaches more US adults age 18-34 than any cable network
• Behind Google, YouTube is the world’s second largest search engine
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• You don’t need a Channel or have to be on YouTube to watch a video
• Promotes engagement via comments, likes, shares, playlists and embeds
• Paid advertising available in TrueView or InStream
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• Be aware of video length/purpose• Not everything has to be production
quality. Consider the content.• Always optimize videos• Create playlists (Google indexes
these)
CONTENT STRATEGY
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• Standard In-Stream - :15 or :30 long “commercials”
• TrueView - Can be longer than :30 and viewers must choose to watch
PAID ADS
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• > 200M Users• > 2.5M Company Pages• Promotes engagement via likes, comments,
shares, mentions, endorsements, recs and groups/discussions
• Supports paid ads via Premium Display ads, Sponsored inMail and Sponsored Updates
Higher ed is the 3 largest industry utilizing LinkedIn with > 1.95M users
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CONTENT STRATEGY
• Personally
• News of new projects, skills, etc.
• Industry-relevant links, articles, case-studies
• Kudos
• Company
• Press-releases
• Internal updates
• Jobs
• Fun facts, tips, pointers
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PAID ADS
Marketing Solution• Display and social ads• Dedicated account rep• Guaranteed inventory
and delivery• CPM• Minimum spend is $25K/
3 months
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PAID ADS Self-Serve Ads
• Text ads w/ image
• CPM or CPC
• No minimum spend
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PAID ADS
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• 135M MAU
• Has Business and Personal profiles
• Promotes engagement via +1, shares,
comments, hashtags and Hangouts
and Communities
• Does not offer paid advertising
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1. It is owned by Google
2. Google Places become Google Plus Local Pages
3. Search Plus rolls out
WHY YOU SHOULD CARE
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OTHER NETWORKS
TO CONSIDER
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FIND YOUR AUDIENCEhttp://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/
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• 56 million WordPress sites in the world
• Women more likely to blog
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• 20 Billion posts• 50 Million blogs• Young Audience
(skews toward teens)• Purchased by Yahoo
for $1 billion• Content Curation vs.
CreationIBM on Tumblr
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• Visual• 17% of all social
media driven ecommerce
• Demographic: College Educated Women
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• Lifestyle• Curated Content -
80% are repins• Crowd Source• Inspire
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Monitoring Tool: Pinalerts
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• 12% of web users• Demographics:
• Age 18 - 29• Even Men/Women• College-Educated
• Now with video!
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THE POWER OF PHOTOS
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• 6 Second “Animated GIF” Style Videos
• Early Adopters
• Introduced by Twitter in February 2013
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• “YouTube for Presentations”
• Share webinars, public speaking, documents
• Embed YouTube videos• Business-Oriented content
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NICHE NETWORKS
• Passionate Community
• Be the Authority
• Street Cred
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TIPS FOR EXPLORING NEW NETWORKS
• Snag your name
• Listen first
• Monitor the Demographics
• Consider your previous commitments
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Tools to Help with Implementation
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SOCIAL MEDIA PLATFORMS
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OTHER TOOLS
Social Media Policy Examplessocialmediagovernance.com/policies.php
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TAG AGGREGATION
tagboard.com
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CONTENT AGGREGATORS
flipboard.com
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CREATING VISUAL CONTENT
madewithover.com
Resources for making infographics:
http://bit.ly/infographictips
http://bit.ly/infographictips2
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WE’RE FINISHED!
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QUESTIONS?
KATRINA KOKOSKAProfessional Services Manager
@kkokoska
CAITLIN KALUZAMarketing Manager@qcait | qcait.com