Social Media Strategy<br />November 19, 2009<br />by Doug Lacombe, MBA<br />
What is social media?<br />“Social media are online communications in which individuals shift fluidly and flexibly between...
Definition continued<br />The Three Cs (or more)<br />Content<br />Collaboration<br />Community<br />Other “Cs” include co...
Impact of social media<br />
Societal implications<br />
Shift happens<br />
Strategic framework<br />
The social media BUMPP<br />Brand<br />Understand<br />Monitor<br />Policy<br />Participate<br />
Services and platforms<br />Don’t fall in love with the gizmos<br />
Types of social media<br />
Social media “mix”<br />
Video didn’t kill radio<br />Photos<br />MSM<br />Earned/Paid<br />Self-publishing<br />News releases<br />Videos<br />New...
Integrated platform<br />
Blog-centric approach<br />
Social media etiquette<br />Cocktail party metaphor<br />Generosity<br />Attribute, credit, share and forward (RT)<br />Di...
According to Hoyle<br />http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html<br />http://www.chrisbrog...
Crisis, definition<br />An unanticipated event or disclosure that threatens your organization’s reputation<br />(Shel Holt...
Crisis examples<br />OLD SCHOOL<br />NEW SCHOOL<br />
Crisis preparedness<br /><ul><li>Playbook
Quarterback
Identified spokespeople
Lists, lists, lists
Staff/execs, home #s
Media contacts
Stakeholders, authorities
E-mail lists
Websites and services, usernames and passwords
Photographer/cameraman/podcaster
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Social Media Strategy CPRS Independent Practitioners

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A presentation delivered to the Canadian Public Relations Society Calgary chapter, independent practitioners group.

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Transcript of "Social Media Strategy CPRS Independent Practitioners"

  1. 1. Social Media Strategy<br />November 19, 2009<br />by Doug Lacombe, MBA<br />
  2. 2. What is social media?<br />“Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”Joe Thornley, President and CEO Thornley-Fallis<br />Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.Doug Lacombe, President and CEO communicatto<br />
  3. 3. Definition continued<br />The Three Cs (or more)<br />Content<br />Collaboration<br />Community<br />Other “Cs” include conversation, consistency, commerce, communication, and context.<br />
  4. 4. Impact of social media<br />
  5. 5. Societal implications<br />
  6. 6. Shift happens<br />
  7. 7. Strategic framework<br />
  8. 8. The social media BUMPP<br />Brand<br />Understand<br />Monitor<br />Policy<br />Participate<br />
  9. 9. Services and platforms<br />Don’t fall in love with the gizmos<br />
  10. 10. Types of social media<br />
  11. 11. Social media “mix”<br />
  12. 12. Video didn’t kill radio<br />Photos<br />MSM<br />Earned/Paid<br />Self-publishing<br />News releases<br />Videos<br />Newsletter<br />Events<br />Website<br />Social media<br />
  13. 13. Integrated platform<br />
  14. 14. Blog-centric approach<br />
  15. 15. Social media etiquette<br />Cocktail party metaphor<br />Generosity<br />Attribute, credit, share and forward (RT)<br />Dialog not broadcast<br />Ratios: 3-1-1, 80/20<br />Twitter:<br />No auto-DMs, ever<br />No “CMJ”<br />Strongly consider no auto-follows<br />Profile and bio important; photo if possible, name(s), web link<br />
  16. 16. According to Hoyle<br />http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html<br />http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/<br />
  17. 17. Crisis, definition<br />An unanticipated event or disclosure that threatens your organization’s reputation<br />(Shel Holtz, ABC)<br />
  18. 18. Crisis examples<br />OLD SCHOOL<br />NEW SCHOOL<br />
  19. 19. Crisis preparedness<br /><ul><li>Playbook
  20. 20. Quarterback
  21. 21. Identified spokespeople
  22. 22. Lists, lists, lists
  23. 23. Staff/execs, home #s
  24. 24. Media contacts
  25. 25. Stakeholders, authorities
  26. 26. E-mail lists
  27. 27. Websites and services, usernames and passwords
  28. 28. Photographer/cameraman/podcaster
  29. 29. War room, venues, conference site
  30. 30. Content “in the can”
  31. 31. Run scenarios
  32. 32. Run drills </li></li></ul><li>
  33. 33. Google Analytics<br />
  34. 34. Facebook Insights<br />
  35. 35. Twitter Grader<br />
  36. 36. Wordpress<br />
  37. 37. Commercial solutions<br />AND MANY MANY MORE!<br />
  38. 38. Next steps<br />Reserve your organization’s name!http://www.namechk.com<br />Start monitoringhttp://google.ca/alerts, commercial options<br />Dip your toes in - low risk lurking<br />Liberate some content (YouTube?)<br />Start a Twitter account<br />Create social media guidelines & policy<br />Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans<br />
  39. 39. Questions?<br />
  40. 40. Doug Lacombe, MBAdoug@communicatto.comwww.communicatto.com403.988.0791<br />
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