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Rethinking Social Media IISeptember 29, 2011
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Communications PlanningGetting Organized and Making a Plan
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Brand and Reputation
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Brand is more than a logo and tagline; it is the promise you make
and sets up expectations for consistent experiences.
Brand
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(Internal and external) = The individuals, groups, stakeholders
and other influencers that influence your progress.
Relationships
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Whether people believe you fulfill the brand promise and how it
influences attitudes and behaviors toward your organization and its
products/services; reputation evolves over time, but can be
quickly destroyed.
Reputation
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Where Are You in the Process?
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Research and Defining the Challenge
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• The problem, concern or opportunity
• What’s the desired situation?
• Research examples: – GoogleNews/Blogs – Social Media Monitoring– Radian6– Search Engine Optimization
Step One: Program Goal
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Social Media Listening Dashboard• Social Networks• Blogs• Social Ads• Micro-Blogs• RSS Feeds• Wikis• Applications
• Social
Bookmarking• User Generated
Content• Multi-Media
Sharing• Tagging• Forums• Communities• Widgets
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Radian6/Social Media
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Radian6/Social Media
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• Both Internal and External
• What’s happening now?– Positive /Negative
• Who’s involved and/or affected and how?
Step Two: Situation Analysis
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Toolkit Application
• Opportunity to provide resources on reduction and reuse
• A lot of people tend to accumulate “stuff” when they’re going through life changes (marriage, children, etc.) and at a younger age
• People don’t like to be told what to do; but they enjoy ads that make them laugh.
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Planning
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Step Three: Target Publics
• Who must the program respond to, reach and affect?– Internal Audiences– External Audiences
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Step Four: Objectives
• What must be achieved with each public to accomplish the program goal?
• Informational or Motivational? – Contains four parts:
1. Audience2. Behavior/Action
3. Measurement4. Timeframe
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• What changes must be made to achieve objectives?• What message content must be communicated to
achieve objectives?• Key messages answer what publics must know and
believe to act in accordance with the goals and objectives.
• What media/channels best deliver content to target publics?
Step Five: Action and Communication Strategies
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January February March April May June July August September October November December
Key Dates Earth Day: 4/22 (Fri) America Recycles Day: 11/15 (Tues)
PR n/a n/a n/a none - planning Green graduation
partiesSummer BBQs Patriotism &
Recycling ( major push)
Recycling Away from Home
Waste Reduction (major push)
Yard Waste/Fall Prep/Winter Composting
Daylight Savings and CFLs
none- 2011 recap
Online
Marketingn/a n/a n/a none - planning Online Ad Support -
Campaign 1Online Ad Support -
Campaign 1Online Ad Support -
Campaign 1none Online Ad Support -
Campaign 2Online Ad Support -
Campaign 2Online Ad Support -
Campaign 2none
Sun
Column (1/mo.)
New Year's Resolutions
Green Valentine's Day
Junk Mail Reduction Reducing toxins in the home
Green graduation parties
Summer BBQs 4th of July: Patriotism &
Recycling
Recycling Away from Home
Waste Reduction Topics
Yard Waste/Fall Prep/Winter Composting
Daylight Savings and CFLs
Waste Reduction Topic
Blog none Green Valentine's
Day and GiftsJunk Mail Reduction Reducing toxins in
the homeGreen graduation
partiesSummer BBQs Patriotism &
RecyclingRecycling Away
from HomeWaste Reduction Topics
Yard Waste/Fall Prep/Winter Composting
Daylight Savings and CFLs
Waste Reduction Topic
2+/mo. Ramsey Cty Workshops
Earth Day Giveaway
Eco Moms - Mothers Day
News/Add News/Add Green Halloween Waste Reduction Topic
Holiday lights recycling
Rain Barrel/ Compost Bin Sale
Rethink Recycling Reader Tips
FB, Twitter New Year's
ResolutionsGreen Valentine's
Day and GiftsJunk Mail Reduction Reducing toxins in
the homeGreen graduation
partiesSummer BBQs Recycling and
PatriotismRecycling Away
from HomeWaste Reduction
TopicsYard Waste and Fall
PrepDaylight Savings
and CFLsWaste Reduction
Topic
3+/mo. Can Recycling HHW Signal Words RAM Rain Barrels and Compost Bins
Earth Day Giveaways
Eco Moms - Mothers Day
NNO/block parties Outdoor games for kids
News/Add Green Halloween Waste Reduction Topic
Holiday lights
Paper Recycling Reader Tips Composting News/Add News/Add News/Add News/Add News/Add RR Media Coverage
(4)
Partner
OutreachJan/Feb: 1/4 Mar/Apr: 4/27 May/June: 6/2 July/Aug: late July/early Aug (TBD) Sept/Oct: 9/6 Nov/Dec: 11/15
6/yr. Promote articles Jan - Mar 2011 Look Ahead: Trigger Events and May - July Articles
New RR Logo and Updated Tool Kits Communications Workshop New Waste Reduction Tool Kit Community POWER Toolkit
Social media posts NNO Resources Look Ahead: Upcoming Triggers and August and October articles
GreenGatherings Resources: Summer Parties and Events
Look Ahead: Upcoming Triggers Look Ahead: Upcoming Triggers and 2012 Plans
Community POWER grant round 11 released
Event Resources Available Look Ahead: Upcoming Triggers and Nov- Dec Articles
America Recycles Day
New RR Logo Updated Resources - New Logo Waste Reduction Toolkit Survey
Green Tips Jan/Feb Mar/Apr: 4/26 May/June: 5/24 July/Aug: 6/28 Sept/Oct: 9/13 Nov/Dec: 11/1
5/yr. No Green Tips Reducing Toxins in the Home Green graduation parties Recycling and Patriotism Waste reduction topics Daylight savings/CFLs Junk Mail Reduction Summer BBQs National Night Out Fall yard waste prep/composting Waste Reduction Topics
Toolkit Application: Activity Matrix
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Toolkit Application
• Target Age 18-34• Inspire and educate them on reduction and
reuse; motivate them without telling them what do to
• You don’t have to buy green to be green, just buy less!
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Implementation: Taking Action and Communicating
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Step Six: Tactics
• Program Implementation Plans: – What are the specific
communications mediums/channels and tools/materials that will be used?
• E.g., website, event, brochure, Facebook, news release, poster, feature story, blog, etc.
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Social Media Tactics
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• Who will be responsible for implementing each of the action and communication tactics?
• What is the sequence of events and the schedule?
Step Seven: Timeline
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Toolkit Application: Resources Resource Topic(s) Vendor Notes1) Ad Concept (1)
LESS theme General design file available for user customization
Risdall
2)
Photos 1. Misc. bulk containers and items2. Mail box with junk mail 3. Hands sharing tools4. Garage Sale Sign5. Cardboard box full of household stuff labeled "Donate"6. Reusable Bag filled with grocery items
Risdall Existing Images:- Phone book
3)
LESS Thumbnail Image General thumbnail for partners
Risdall
4)
Short articles (1-2 par.)/ E-Newsletter Messages
1. General Waste Reduction2. Buying from the Bulk Bins3. Fix & Maintain4. Refurbished Electronics5. Junk Mail and Phone Books6. Borrow and Share7. Resale8. Donation Opportunities9. Smart Shopping
Colleen See outline for more details
5)
Social media posts
Article topics General concepts
Colleen
6)
Educational presentation
General waste reduction overview 2-3 detailed how-to’s:
o Junk Mail/Phone Bookso Resources available to get rid of stuff (specific)o Buying in bulk
Tie detailed how-to’s to environmental benefits
Colleen Short bullets in PPT Include detailed notes for presenters
9)
Box of LESS template 8.5 x 11 printable box label Risdall
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• How much will the program cost?– Time– Hard costs
(out of pockets)
Step Eight: Budget
Implementation
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Evaluation
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• How will the outcomes specified in the program goal and objectives be measured?
Step Nine: Measurement
Evaluation
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• How will the results of the evaluations be reported to management teams and used to make the program better?
Step Ten: Feedback and Program Adjustment
Evaluation