social media planning

The Social Media Plan

Presented By:Deirdre Breakenridge

Strategy & Planning for Successful Social Outreach

What is on the minds of PR and marketing executives in 2011?

“How do we improve on this year’s performance next year? Social media, measurement and strategic communications planning are top of the list as areas of focus.”

Vocus PR Planning 2011 Survey

PR Planning in 2011

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

PR Planning: What Do the Numbers Tell Us

The Strategy Wheel

Social Media Policy

The Strategy Wheel

What Are Your Goals? Know Why!

The Roadmap

Strategy/Planning – A Two-Pronged Approach

Influencers

Objectives

Audience Profile

Baseline Tools

Messaging/Content

Strategy starts with listening, observance and evaluation:

• Social Media Audit • SWOT Analysis• Audience Profile• Channels/Content• Tracking/Measurement• Goals/Objectives

Strategy/Planning – Fix to Move Forward

The Fix The Policy

New Programs

Strategy/Planning – The Audit

The SWOT Analysis:

Strategy/Planning – SWOT

• Strengths: Internal strengths – internal champions• Weaknesses: Internal weaknesses – internal

obstacles including resources• Opportunities: External opportunities –the brand

champions• Threats: External challenges – comment response

(escalation process)

Strategy/Planning – Working Together

Strategy/Planning – The Audience ProfileIdentify different groups you want to reach and answer the following questions:

•Who is this group? Paint a clear picture.•What are the opportunities and benefits of interacting with this group?•Where is this group congregating?•How do you determine the groups/networks influence?•What are the key issues/concerns/needs of this target public?

The Conversation Prism

The Conversation Prism

It Starts with Listening and Observation

It Starts with Listening and Observation

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

It Starts with Listening and Observation

Putting the Public Back in Public RelationsSolis • Breakenridge

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 company’s resources:

• Time commitment of team• Thought leaders participation• Technical capability to create blog, audio,

video, etc.

Strategy: Content Creation/Communication

Strategy: Content Creation/Communication

Strategy: Content Creation/Communication

Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:

• Blog posts/comments• Video posts• Podcasts• Photos• Documents• Bookmarks• Votes • Etc.

Strategy: Content Creation/Communication

Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:

Strategy: Content Creation/Communication

Sharing By Department

Strategy: Content Creation/Communication

Universal Sharing

Identify Influencers and Critical Issues

1.Alltop2.Klout3.PeerIndex4.Twitalyzer

Strategy: Measurement/Engagement

Inform

Inspire

Engage

Strategy: Measurement/Engagement

Certified Steak and Seafood Company

Certified Steak and Seafood Company Website

Strategy – The Public Profile

Target groups:

•Affluent consumers•Career women•Mom bloggers•Grillers•Foodies

Strategy – The Target Public Profile

Breakdown of Audience Participation: Female Ages 25 -34 and 35 to 44

Strategy – The Target Public Profile

Breakdown of Audience Participation: Male Ages 25 -34 and 35 to 4

Strategy – Channels/Distribution - Quantcast

Strategy – Channels/Distribution - Quantcast

MEG Filter #1

October 2010

CSS Social Media Listening Results

Strategy – Channels/Distribution

Strategy – Channels/Distribution

Strategy – Moving from Traditional to Social

• News releases and social media releases to share stories• Integrate audio/video from CSS Institute on YouTube• Set up a YouTube channel for all of the CSS videos • Share YouTube videos and photos in PRWeb releases• Follow bloggers and the media on Twitter

Traditional Digital Social Media Integrated

Strategy – Integrating Traditional w/Social

Content/Communication Strategy

Engagement Strategy/Influencers

Strategy – Measurement

Strategy – Measurement

Strategy – Measurement

Strategy – Measurement

Thank you! Any Questions?Please feel free to contact me.

Deirdre Breakenridge:

Email: deirdre@pureperformancecomm.comLinkedIn: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: Google+ http://gplus.to/dbreakenridge

Presented By:Deirdre Breakenridge