Sendible & Meritus Media
How to Plan and Implement a Digital
PR/Social Media Strategy
9th November 2016
Luke Knight
Partnerships Manager, Sendible
Sally Falkow
CEO, Meritus Media Follow us @Sendible
Comments #SendibleLive

Digital PR Strategy – 10 Steps to Success
1. Monitor/Research
2. Analyze
3. Influencer CRM
4. Goals
5. Content Ideas
6. Optimize
7. Content Creation
8. Distribution
9. Tracking Content
10. Measuring Results
Sally Falkow
CEO, Meritus Media
@sallyfalkow

1. Monitor/Research
“Know before you go”
• Brand mentions
• Competitor mentions
• Keywords and phrases
• Hot industry topics
• Hashtags
• Trends
• Content Gaps

2. Analyze
• Sentiment
• Needs
• Intent
• Information/content gaps
• Influencers

3. Influencer CRM
• Segmenting
• Keeping in contact

4. Goals
• Collaborate
• Share reports and analysis
• Align PR/social Media KPI’s with business goals

5. Content Ideas
• Draw from your research
• Response to needs and content gaps
• Look for ways to fill info needs and meet
intent statements
• Content inventory –photos, print, video
• Possible repurposing
• Digital asset management

6. Optimize
• Content libraries
• Digital asset management

7. Content Creation
• Images
• Video
• Articles
• Blog Posts
• Social Media Posts
– Facebook
– LinkedIn
– Instagram
– Pinterest

8. Content Distribution
• Scheduling
• Queues
• Automation

8. Content Distribution

8. Content Distribution
OWNED
• Blog
• Newsroom
• Email
• Social Accounts
EARNED
• The Media
• Influencers
• Other Blogs
• Online News Sites
• Content partnerships
PAID
• Wire service
• Social Ads
• Branded/Native Content
• Recommended stories
• Remarketing
SHARED
• Social Media
• Word of Mouth

8. Content Distribution: News

8. Content Distribution: Blog

8. Content Distribution: Earned Media
• Custom List of Reporters
• Custom list of Bloggers
• Custom list of Influencers on
social media
• Guest posts
• Branded content

8. Content Distribution: Paid Media
• Social advertising
• Native advertising (branded content)
• Paid posts on blogs
• Recommended articles
• Remarketing

8. Content Distribution: Shared Media
Shared Content Optimization is the process of
adding relevant hashtags, commentary,
questions, and media to spark engagement and
increase social shares.
Before you distribute optimize every piece of
content to maximize the potential for sharing
and amplification of your message.

9. Tracking Content
• Add parameters to a link and track in Google
Analytics
• See spikes in traffic to content on blog, newsroom
and website
• Track visits from social content
• Track content being shared
• Analytics on social sites

10. Measure Results
• Get agreement on what matters
• Define (and refine if necessary) expectations
• Set metrics that show how PR has delivered on
these expectations
• Know the benchmark
• Measure what is working and what is not

10. Measurable Goals
What should occur – by when – in a measurable form
Increase engagement (likes, comments and shares) on the
Touro Facebook page by 50% in the next three months.
Increase visits to the Touro Newsroom by 35% in the next six
months

10. Measurable Goals
Sendible Reporting

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