Download - Social Media Planning
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The Social Media Plan
Presented By:Deirdre Breakenridge
Strategy & Planning for Successful Social Outreach
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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
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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PR Planning: What Do the Numbers Tell Us
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The Strategy Wheel
Social Media Policy
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The Strategy Wheel
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What Are Your Goals? Know Why!
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The Roadmap
Strategy/Planning – A Two-Pronged Approach
Influencers
Objectives
Audience Profile
Baseline Tools
Messaging/Content
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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
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Strategy/Planning – The Audit
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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)
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Strategy/Planning – Working Together
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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?
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The Conversation Prism
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The Conversation Prism
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It Starts with Listening and Observation
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It Starts with Listening and Observation
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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It Starts with Listening and Observation
Putting the Public Back in Public RelationsSolis • Breakenridge
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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.
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Strategy: Content Creation/Communication
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Strategy: Content Creation/Communication
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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.
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Strategy: Content Creation/Communication
Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:
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Strategy: Content Creation/Communication
Sharing By Department
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Strategy: Content Creation/Communication
Universal Sharing
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Identify Influencers and Critical Issues
1.Alltop2.Klout3.PeerIndex4.Twitalyzer
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Strategy: Measurement/Engagement
Inform
Inspire
Engage
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Strategy: Measurement/Engagement
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Certified Steak and Seafood Company
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Certified Steak and Seafood Company Website
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Strategy – The Public Profile
Target groups:
•Affluent consumers•Career women•Mom bloggers•Grillers•Foodies
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Strategy – The Target Public Profile
Breakdown of Audience Participation: Female Ages 25 -34 and 35 to 44
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Strategy – The Target Public Profile
Breakdown of Audience Participation: Male Ages 25 -34 and 35 to 4
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Strategy – Channels/Distribution - Quantcast
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Strategy – Channels/Distribution - Quantcast
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MEG Filter #1
October 2010
CSS Social Media Listening Results
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Strategy – Channels/Distribution
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Strategy – Channels/Distribution
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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
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Strategy – Integrating Traditional w/Social
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Content/Communication Strategy
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Engagement Strategy/Influencers
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Strategy – Measurement
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Strategy – Measurement
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Strategy – Measurement
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Strategy – Measurement
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Thank you! Any Questions?Please feel free to contact me.
Deirdre Breakenridge:
Email: [email protected]: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: Google+ http://gplus.to/dbreakenridge
Presented By:Deirdre Breakenridge