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The document discusses strategies for social media planning. It provides tips on conducting research and analysis, such as situation analysis, SWOT analysis, and creating public profiles for target audiences. It emphasizes starting with listening and observing social conversations. Content creation and distribution strategies are covered, such as using various social media channels and integrating traditional and social media. Measurement of engagement and ROI is also addressed. The document uses examples from a company called the International Recovery Group to illustrate how to develop a comprehensive social media strategy.
Digital impact
- 1. Social Media Planning Strategy & Planning for Successful Social Outreach Putting the Public Back in Public Relations Solis Breakenridge
- 2. Vocus: PR Planning for 2010 Survey What keeps communications executives up at night? Communication professionals are clearly aware of the challenges and want to adapt and evolve with the changing landscape; however, many are 鍖nding that planning is more dif鍖cult. Vocus PR Planning 2010 Survey Results
- 3. Vocus: PR Planning for 2010 Survey United States
- 4. Vocus: PR Planning for 2010 Survey What keeps communications executives up at night? Trying Times: 64% Cautious Optimism: 42% Technology 51% & Process: 63% SM Key Focus: 80% PR/Marketing: 64% Putting the Public Back in Public Relations Solis Breakenridge
- 5. Vocus: PR Planning for 2010 Survey United States - 57% SEO - 63% Leveraging Video & Multimedia - 56% Viral or Word of Mouth - 58% Measuring Results - 80% Social Media Putting the Public Back in Public Relations Solis Breakenridge
- 6. Vocus: PR Planning for 2010 Survey United States - 18% Strategic Communications Primary - 24% Marketing Communications Primary - 21% Media Relations Primary Putting the Public Back in Public Relations Solis Breakenridge
- 7. Vocus: PR Planning for 2010 Survey What is the SINGLE most important thing you, as a PR professional, will do differently in 2010, than you did in 2009? Social Media was referenced nearly 600 times of the 1,571 responses Vocus received. Putting the Public Back in Public Relations Solis Breakenridge
- 8. A New Approach to Advocacy Source: Forrester Putting the Public Back in Public Relations Solis Breakenridge
- 9. Strategy/Planning A Two-Pronged Approach The Roadmap 油Audience 油Pro鍖le 油 Objec-ves 油 油 油 油 油Messaging/Content 油 油Baseline 油Tools 油 油 油 油 油 油 油 油In鍖uencers 油
- 10. Strategy/Planning A Two-Pronged Approach Strategy starts with listening, observance and evaluation: ≒ Situation Analysis The Fix The Policy ≒ Public Pro鍖le New Programs ≒ SWOT
- 11. Strategy/Planning The Situation Analysis Situation Analysis evaluates the current social media program and provides recommended strategies/tactics moving forward: ≒ Overview of the network participation ≒ Recommendations based on search and brand listening exercise ≒ Recommendation based on content shared
- 12. Strategy/Planning SWOT The SWOT Analysis: ≒ Strengths: Internal strengths attributes of the organization? ≒ Weaknesses: Internal weaknesses internal obstacles that hinder the program? ≒ Opportunities: External opportunities what externally will help the program succeed? ≒ Threats: External challenges what current and future threats do you face?
- 13. Strategy/Planning The Public Pro鍖le Identify different groups you want to reach and answer the following questions: ≒ Who is this group? Paint a clear picture. ≒ What are the opportunities and bene鍖ts of interacting with this group? ≒ Where is this group congregating? ≒ How do you determine the groups/networks in鍖uence? ≒ What are the key issues/concerns/needs of this target public?
- 14. Strategy/Planning Higher Level Objectives Objectives need to be high level and aligned with the goals of the organization
- 15. Strategy/Planning: Objectives Based on your objectives, what are you measuring? ≒ Leads/sales Track the prospect (from friends to customers). ≒ Membership/registration Long term commitment to a program ≒ Relationships Convert relationship to loyal customer (referrals)
- 16. Strategy/Planning: Objectives Based on your objectives, what are you measuring? ≒ Calls to action Tweet/retweet/blog/share ≒ Conversations Analyze sentiment/research/trending topics ≒ Endorsements Relationships w/in鍖uencers ≒ Engagement Participate in a community/time spent interacting ≒ Education Survey to 鍖nd level of learning ≒ Authority/Ranking Follow/comments ≒ Traf鍖c Drive traf鍖c to website
- 20. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis Breakenridge
- 21. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis Breakenridge
- 22. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis Breakenridge
- 23. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis Breakenridge
- 24. It Starts with Listening and Observation Putting the Public Back in Public Relations Solis Breakenridge
- 25. Strategy: Channel/Distribution Where do groups congregate? How can we reach them? ≒ Social Media Channels ≒ Blogs ≒ Social Networks ≒ Micro Networks ≒ Niche Networks ≒ Social Media Releases vs. Wires ≒ Viral Marketing/Word of Mouth ≒ Events/Virtual ≒ Mobile
- 26. Strategy: Content Creation/Communication Participate as a part of the community, position the brand as a resource: ≒ Note preferred content (video, podcasts, blogs) ≒ Tie content to the outcomes that the company wants to achieve. ≒ Check the companys resources : ≒ Time commitment of team ≒ Thought leaders participation ≒ Technical capability to create blog, audio, video, etc.)
- 27. Strategy: Content Creation/Communication Use Social Media Optimization (SMO) and create social objects as catalysts for conversations: ≒ Blog posts and their comments ≒ Video posts ≒ Podcasts ≒ Photos shared in Flickr ≒ Document on DocStoc ≒ Bookmarks on Delicious ≒ Votes on Digg ≒ Etc.
- 28. Strategy: Content Creation/Communication Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:
- 29. Strategy: Measurement/Engagement What type of ROI are you measuring? ≒ Leads/Sales ≒ Brand Lift/Awareness ≒ High Value Interactions ≒ Membership/Registration ≒ Conversations/Participation ≒ Education ≒ Authority/Thought Leadership ≒ Perception ≒ Traf鍖c/Analytics
- 30. Strategy: Measurement/Engagement Where the I in ROI represents a different type of investment*: ≒ Return on Engagement ≒ Return on Participation ≒ Return on Involvement ≒ Return on Attention ≒ Return on Trust *Brian Solis: The Maturation of ROI
- 31. The International Recovery Group
- 32. BEFORE
- 33. BEFORE We Are Not .
- 34. AFTER
- 35. Strategy The Target Public Pro鍖le Three target groups: ≒ Bankers ≒ Lawyers ≒ Af鍖uent Business People/Consumers
- 36. Strategy The Target Public Pro鍖le
- 40. Strategy Channels/Distribution - Quantcast
- 41. Strategy Channels/Distribution - Quantcast
- 42. Strategy Integrating Traditional with Social Traditional Coverage Included: ≒ Fox Friends ≒ Bloomberg TV ≒ The Today Show ≒ 94 WYSP Philadelphia ≒ KSRO Radio Sonoma County ≒ 101 WRIF Radio ≒ Big 105.9 in Miami ≒ 970 WFLA in Tampa
- 43. Strategy Integrating Traditional w/Social ≒ Share Radio/TV interviews in web communities. ≒ Integrate audio/video from shows in an interactive newsroom. ≒ Create video blogs from the green room at each at each station. ≒ Set up a YouTube channel for all of the IRG videos. ≒ Share YouTube videos in Recovery News. ≒ Discusses the companys Get RR Blog in Recovery News. ≒ Follow bloggers and the media on Twitter.
- 44. Strategy Integrating Traditional w/Social
- 47. Strategy Monitoring Measurement
- 48. Strategy Monitoring Measurement
- 54. Thank you! Any Questions? Please feel free to contact me. Deirdre Breakenridge: Email: dbreakenridge@marketmango.com LinkedIn: http://linkedin.com/in/deirdrebreakenridge Facebook: http://pro鍖le.to/deirdrebreakenridge Twitter: www.twitter.com/dbreakenridge Putting the Public Back in Public Relations Solis Breakenridge