1. Social Media Planning
Strategy & Planning for Successful Social Outreach
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2. Vocus: PR Planning for 2010 Survey
What keeps communications
executives up at night?
“Communication professionals are clearly
aware of the challenges and want to adapt
and evolve with the changing landscape;
however, many are finding that planning is
more difficult.”
Vocus PR Planning 2010 Survey Results
4. Vocus: PR Planning for 2010 Survey
What keeps communications
executives up at night?
Trying Times:
64%
Cautious Optimism:
42%
Technology
51%
& Process:
63%
SM Key Focus:
80%
PR/Marketing:
64%
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5. Vocus: PR Planning for 2010 Survey
United States
- 57% SEO
- 63% Leveraging
Video & Multimedia
- 56% Viral or Word of
Mouth
- 58% Measuring
Results
- 80% Social Media
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6. Vocus: PR Planning for 2010 Survey
United States
- 18% Strategic
Communications – Primary
- 24% Marketing
Communications – Primary
- 21% Media Relations –
Primary
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7. Vocus: PR Planning for 2010 Survey
What is the SINGLE most important thing you, as a PR professional,
will do differently in 2010, than you did in 2009?
Social Media was referenced nearly 600
times of the 1,571 responses Vocus
received.
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8. A New Approach to Advocacy
Source: Forrester
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9. Strategy/Planning – A Two-Pronged Approach
The Roadmap
Audience
Profile
Objec-ves
Messaging/Content
Baseline
Tools
Influencers
10. Strategy/Planning – A Two-Pronged Approach
Strategy starts with listening, observance and evaluation:
• Situation Analysis
The Fix
The Policy
• Public Profile
New Programs
• SWOT
11. Strategy/Planning – The Situation Analysis
Situation Analysis evaluates the current social
media program and provides recommended
strategies/tactics moving forward:
• Overview of the network participation
• Recommendations based on search and
brand listening exercise
• Recommendation based on content shared
12. Strategy/Planning – SWOT
The SWOT Analysis:
• Strengths: Internal strengths – attributes of the organization?
• Weaknesses: Internal weaknesses – internal obstacles that
hinder the program?
• Opportunities: External opportunities – what externally
will help the program succeed?
• Threats: External challenges – what current and future
threats do you face?
13. Strategy/Planning – The Public Profile
Identify 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?
14. Strategy/Planning – Higher Level Objectives
Objectives need to be high level and aligned with
the goals of the organization
15. Strategy/Planning: Objectives
Based on your objectives, what are you measuring?
• Leads/sales – Track the prospect (from friends to
customers).
• Membership/registration – Long term commitment
to a program
• Relationships – Convert relationship to loyal
customer (referrals)
16. Strategy/Planning: Objectives
Based on your objectives, what are you measuring?
• Calls to action – Tweet/retweet/blog/share
• Conversations – Analyze sentiment/research/trending
topics
• Endorsements – Relationships w/influencers
• Engagement – Participate in a community/time
spent interacting
• Education –Survey to find level of learning
• Authority/Ranking – Follow/comments
• Traffic – Drive traffic to website
20. It Starts with Listening and Observation
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21. It Starts with Listening and Observation
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22. It Starts with Listening and Observation
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23. It Starts with Listening and Observation
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24. It Starts with Listening and Observation
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25. Strategy: Channel/Distribution
Where do groups congregate? How can we reach them?
• Social Media Channels
• Blogs
• Social Networks
• Micro Networks
• Niche Networks
• Social Media Releases vs. Wires
• Viral Marketing/Word of Mouth
• Events/Virtual
• Mobile
26. 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.)
27. Strategy: Content Creation/Communication
Use Social Media Optimization (SMO) and create social
objects as catalysts for conversations:
• Blog posts and their comments
• Video posts
• Podcasts
• Photos shared in Flickr
• Document on DocStoc
• Bookmarks on Delicious
• Votes on Digg
• Etc.
29. Strategy: Measurement/Engagement
What type of ROI are you measuring?
• Leads/Sales
• Brand Lift/Awareness
• High Value Interactions
• Membership/Registration
• Conversations/Participation
• Education
• Authority/Thought Leadership
• Perception
• Traffic/Analytics
30. Strategy: Measurement/Engagement
Where the “I” in ROI represents a
different type of investment*:
• Return on Engagement
• Return on Participation
• Return on Involvement
• Return on Attention
• Return on Trust
*Brian Solis: The Maturation of ROI
42. Strategy – Integrating Traditional with Social
Traditional Coverage Included:
• Fox Friends
• Bloomberg TV
• The Today Show
• 94 WYSP Philadelphia
• KSRO Radio Sonoma County
• 101 WRIF Radio
• Big 105.9 in Miami
• 970 WFLA in Tampa
43. Strategy – Integrating Traditional w/Social
• Share Radio/TV interviews in web communities.
• Integrate audio/video from shows in an interactive newsroom.
• Create video blogs from the green room at each at each station.
• Set up a YouTube channel for all of the IRG videos.
• Share YouTube videos in Recovery News.
• Discusses the company’s Get RR Blog in Recovery News.
• Follow bloggers and the media on Twitter.
54. Thank you! Any Questions?
Please feel free to contact me.
Deirdre Breakenridge:
Email: dbreakenridge@marketmango.com
LinkedIn: http://linkedin.com/in/deirdrebreakenridge
Facebook: http://profile.to/deirdrebreakenridge
Twitter: www.twitter.com/dbreakenridge
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