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Social Media & PR Strategies, Session 2



Session two of the Social Media & PR Strategies course in the Marketing Communications Program at Colombia College Chicago.

Session two of the Social Media & PR Strategies course in the Marketing Communications Program at Colombia College Chicago.



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Social Media & PR Strategies, Session 2 Social Media & PR Strategies, Session 2 Presentation Transcript

  • { overview of social media strategy }
  • introduction
    • thinking strategically and acting tactically
    • what is to be expected: participation, research, reading and response
    • midterm project: client proposal and plan
    • final project: campaign plan
  • social media It’s kind of like…
  • 4 basic online communications goals
    • to inform audiences
    • to educate audiences
    • to persuade audiences
    • to entertain audiences
  • online users: tools categorized by people’s actions
    • people creating: blogs, podcasts, videos
    • people connecting: social networks
    • people collaborating: wiki’s, crowd sourcing
    • people reacting: reviews, liking, digging
    • people accelerating consumption: sharing, aggregating, RSS feeds
  • online users: technographics & categories
    • creators
    • conversationalists
    • critics
    • collectors
    • joiners
    • spectators
    • In-actives
    } influencers organizers { } majority
  • discussion
    • “ where is our client in relationship to their desired audience?”
    • “ how should they be engaged and for what purpose?”
  • Social Media Policy
    • identifying client culture
    • anticipating audience engagement
    • setting guidelines for online engagement
    • preventing and responding to crisis
  • Social Media Policy
    • case studies
    • samples
    • worksheet
  • Social Media Planning
    • How do you fix a broken sink?
  • Social Media Planning
    • people: what are they ready for? where are they? what level of engagement are they at?
    • objectives: what do you want to do to achieve your goals? what will be accomplished?
    • strategies: what will change and how? how will it be measured?
    • technology, tools & tactics: what are the best tools to help you get there?
  • Social Media Planning: People
    • Develop a technographic analysis of targeted audience.
    • Identify users with the most impact based on technographics.
    • Develop engagement decisions based on analysis and impact level to define your objectives.
  • Social Media Planning: Objectives
    • Establish your goals and identify what it is you want to do ( to conduct research , to create market buzz , inform and sell products , provide support to customers , develop and improve products and services )
  • Social Media Planning: Strategies
    • Identify the process (listening for research, conversing to create market buzz, rally key fans, nurture a community, include customers to improve products)
    • Identify what it is you want to change if you are successful with your objectives.
    • Identify how you will measure these changes.
    • Learn to adapt to changes in the process
  • Social Media Planning: Technology &Tactics
    • Lastly, identify the tools needed to communicate, engage and measure your success.
    • Identify how the tools will be used
  • Midterm Project
  • Midterm Project
    • Identify your client.
    • Develop a proposal document that will include a recommended Social Media Policy based on client culture and a Social Media Strategy to engage their clients and create change.
  • Assignment due next week
    • Objective: Become familiar with where the industry is at now. Assignment: Download, read and respond to 2011 Social Media Marketing Industry Report on your blog.
    • Objective: Begin to assess your client. Assignment: Choose your midterm client and write a brief blog post describing your impressions of the client—include impressions of client culture, online social activity, and audiences.
    • Objective: Understand more about audience technographics and strategies. Assignment: Read chapters 3 & 4 of Groundswell
    • Extra: Research other marketing blogs and add them to your Wordpress blog roll