social media planning
DESCRIPTION
October 2011 PRSA Social Media Planning PresentationTRANSCRIPT
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: [email protected]: http://linkedin.com/in/deirdrebreakenridgeFacebook: http://profile.to/deirdrebreakenridgeTwitter: www.twitter.com/dbreakenridgeGoogle+: Google+ http://gplus.to/dbreakenridge
Presented By:Deirdre Breakenridge