digital communications plan development oct 2012

Digital Communications Plan Development Workshop

Table of Contents

• Overview• Elements of a Digital Communications Plan• Scheduling the Steps• Executing the Campaign

Elements of Your Plan

• Identify Brand• Determine

Parameters• Define Goals• Develop

Infrastructure• Connect

• Listen• Publish• Engage• Evaluate

The State of Social Media Q4 2012• Social networks and blogs continue to dominate

American’s time online, now accounting for nearly a quarter of total time spent on the internet.

• 274.2 million Americans have internet access.• Pinterest is the emerging social network with 4.5

million unique visitors in October, 2011.• Americans spend more time on Facebook than

they do on any other U. S. website. • Close to 40% of social media users access social

media content from a mobile phone. http://blog.nielsen.com/nielsenwire/social/

Why Integrate Social Media?

• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Why Integrate Social Media?

• Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).

• Serves as a tool for internal collaboration and knowledge sharing.

• Allows direct conversation and relationship building with your community.

• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.

6

Tools and Tactics for Success:

PublishConnect Listen Engage

Home Base

Define Your Brandyour brand is the promise you

make, and keep, to your community.

Identify Your Brand• Who are you? • What business are you in? • What people do you serve? • What are the special needs of the people you

serve? • With whom are you competing? • What makes you different from those

competitors? • What’s the benefit? What unique benefit does a

client derive from your service?

Identify Your Brand

1What is the ONE THING that you can address with authority?

Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?

Define SMART Goals

• Specific• Measurable• Actionable• Realistically high• Time-bound

Focus Efforts on a Few

The “Big Three”

Connect and Expand Your Network• Find people like you, or those who share

community interests and expand your network• Read lots of content, follow the communities’

blogs• Learn who makes up your network; who are

fans and followers?• Enter contacts regularly into your social

networks.

Connect: Three Steps

1. Upload contacts to Facebook and LinkedIn profiles

2. Add Twitter to LinkedIn to see what contacts are Twitter users

3. Do research on Tweepz to discover additional contacts to follow on Twitter

Listen

• What are your customers saying about you?

• How do you KNOW?• How can you answer

customers’ questions before you’re even asked?

Listen

• The quickest way to monitor content on the Web is to use a feed reader with search feeds, blogs and other content plugged in.

Engage -- Twitter

Connect -- Twitter

Engage• Reward fans• Be helpful• Connect your

network• Endorse others• Produce frequent,

quality content• Create meaningful,

long-lasting relationships

Develop Infrastructure

• Web site• Blog• Both?

Study Shows Small Businesses That Blog Get 55% More Website Visitors

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz1AfnFlYi0

Publish“Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”

— Robert Scoble and Shel Israel “Naked Conversations”

PublishSmall Businesses That Blog Get 55% More Website Visitors

– Tell the story behind the story– Capture search engine results– Share your information in a compelling way– Produce content to share across networks– Create brand loyalty

Evaluate and Celebrate Success

• Define Goals

• Measure Progress

• Celebrate Success

https://www.google.com/analytics

Thank You!

Thank You

Questions?www.jaggerscommunications.com

http://twitter.com/Marijean

mjaggers@jaggerscommunications.com

http://www.linkedin.com/in/marijeanjaggers

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