Developing a Social Community Strategy
Patrick Padley, a social influence specialist, presented a strategy for developing a social community. The strategy involves determining social media needs, defining measurable objectives, listening to the target audience, forming a strategy including content development and engagement, integrating social media with existing marketing, creating a crisis plan, measuring return, and testing and refining efforts. The presentation recommends determining key channels, messages, and a content calendar as well as launching with seeding or a contest and checking the white paper on social media strategies available on NicholsonKovac.com.
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Developing a Social Community Strategy
- 1. Developing a Social Community StrategyPresented by Patrick Padley#AAFKC #wedacc
- 2. Who is this guy?Patrick Padley (@ppadley)Social Influence Specialist (@nicholsonkovac)Email: ppadley@nicholsonkovac.comBlogs at: PatrickPadley.com and NicholsonKovac.com#AAFKC#wedacc
- 5. Listento your target audience#AAFKC#wedacc
- 7. Content DevelopmentDecide channelsClient/agency workflowDevelop key messages & content calendarLaunch (kick start with seeding or contest)#AAFKC#wedacc
- 10. Create a crisis plan#AAFKC#wedacc
- 13. Check out our SM white paper: NicholsonKovac.com/white-papersLets connect on Twitter @ppadleyThanks#AAFKC#wedacc
Editor's Notes
- #3: Been using social media since 2006 (started podcasting in college) and worked as a creative freelancer & SM consultant for 3 遜 years before starting at NK. Expertise in strategy development, creative new media and integration. NK has really helped me refine the process of developing a social media campaign.
- #4: Clients tell us they want a twitter. We ask them why? Is there target audience even on twitter?What kind of garden do you want to have? How big of water bill do you want? The key is finding the right solution for the client.Social media is not as new as clients think. Its just an online tool that allows us to use our traditional marketing skills.Using social tools, brands can do cost effective market research and engage the customer on a deeper level.
- #5: At NK we use a specific strategic planning process. This helps us do all our due diligence and define an objective. Social media blueprint.
- #6: See what theyre talking about and see what competitors are saying. 3M example
- #7: Whats our reason for doing this Awareness, lead gen, sales CSR
- #8: Reserving profiles prevents brand-jacking, lets you own issues and is SEO gold.A calendar allows us to get approval from the client and not have to worry about specific tweets.Blogs, FB, Twitter, creative new media (podcasts, web video)
- #9: Use time wisely from agency stand point. Monitoring the whole time.
- #10: Helps drive people to your social channelsUse your social presence to drive offline relationships
- #11: What happens when you find out that there is melamine in dog food at 7pm on a FridayExample @bpglobalpr
- #12: Monitoring to set a benchmark. Did we meet our objective? Test and refine.
- #13: Monitoring to set a benchmark. Did we meet our objective? Test and refine.
- #14: A calendar allows us to get approval from the client overall and not have to worry about specific tweets.