DIGITAL PRESENTATION
NYU
October 17, 2013
DIGITAL DIRECTOR
Michelle M McCormack
STARTED OFFLINE
PHOTO ASSISTANTSTYLISTPRINTERGAFFER (FILM)PHOTOGRAPHER
Working with magazines taught me how to see.
Strong visual communication
ability is CRUCIAL to online success.
CAREER CHANGE!
Moved to LONDON + became a Web/Flash
designer.
Ran an agency for 2 years.
All WEB 1.0
(looking back, 1.0 sucked)
MOVED HOME!
Digital Producer for a Global ad agency.
It was 2007 and no one was budgeting for
digital…
(+ boy did that suck)
…man are they budgeting now
STARTED OWN BIZ!
LoveTheCool started as a popular
fashion/tech blog.
Became a digital agency + umbrella for
my projects.
DIGITAL DIRECTOREVENT PRODUCERCOMMUNITY BLDRCMOBLOGGERPUBLIC SPEAKER
NOW!
Launched shopping site LoveTheCool12 in
September.
“bad ass*d shopping site selling one RAD item a month for $12 bucks”
PRIORITIESUX
Google optimizedVisual brandingCool productsPartnerships
✗✗
PRODUCTS
SEPTEMBER OCTOBERBrass Knuckle iPhone 5 Case Fake DIY Chanel Bag
MARKETING DIGITIAL OPTIMIZATION + EMAILWAY MORE IMPORTANT THAN SOCIAL
MARKETING
MARKETING
AD SPEND FORMULABudget should be based off of site traffic. $60/month for every 1,000 monthly unique visitors. So, if your site sees
5,000 monthly uniques, then you could spend around $300/month.
http://PINTEREST.com/LoveTheCool/NYU-Contest
Include hashtag #LTC12xNYU
OUTREACH
BRANDING
SIMPLE: logical UX for designing, no CSS necessary. FEATURES: includes all social and SEO plugins. APPS: very useful, affordable from reputable platforms. CHEAP $14 starter. HELP: good CS and community.
SIMPLE: easy to use/hack templates. CUSTOMIZABLE: design beautiful forms, templates are drag + drop (great for design conscious). ANALYTICS: drilled down reports. HELP: best CS and community. Fantastic how-to videos
CRUCIAL: get on Google Product Search, which is separate from organic search. You must submit data feed – not easy! And set up Adwords (don’t need pay, though)
WHY?
OTHER TOOLS
5 BIG MISTAKES
1. Not collecting email addresses from the start (especially on my Facebook communities)
2. Starting on Tictail instead of Shopify
3. Taking CMO title
4. Doing stuff alone
5. Not advertising on Facebook
PRESENTED TO
Professor: Yorke E. Rhodes IIICourse: E-Commerce Marketing
Program: Masters Program in Integrated Marketing
Department of Strategic Communication,Marketing and Media Management Programs (SCM3)
NYU