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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.

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

Published in: Business, Technology
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Transcript

  • 1. Social Media Strategy
    November 19, 2009
    by Doug Lacombe, MBA
  • 2. What is social media?
    “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
    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
  • 3. Definition continued
    The Three Cs (or more)
    Content
    Collaboration
    Community
    Other “Cs” include conversation, consistency, commerce, communication, and context.
  • 4. Impact of social media
  • 5. Societal implications
  • 6. Shift happens
  • 7. Strategic framework
  • 8. The social media BUMPP
    Brand
    Understand
    Monitor
    Policy
    Participate
  • 9. Services and platforms
    Don’t fall in love with the gizmos
  • 10. Types of social media
  • 11. Social media “mix”
  • 12. Video didn’t kill radio
    Photos
    MSM
    Earned/Paid
    Self-publishing
    News releases
    Videos
    Newsletter
    Events
    Website
    Social media
  • 13. Integrated platform
  • 14. Blog-centric approach
  • 15. Social media etiquette
    Cocktail party metaphor
    Generosity
    Attribute, credit, share and forward (RT)
    Dialog not broadcast
    Ratios: 3-1-1, 80/20
    Twitter:
    No auto-DMs, ever
    No “CMJ”
    Strongly consider no auto-follows
    Profile and bio important; photo if possible, name(s), web link
  • 16. According to Hoyle
    http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
    http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/
  • 17. Crisis, definition
    An unanticipated event or disclosure that threatens your organization’s reputation
    (Shel Holtz, ABC)
  • 18. Crisis examples
    OLD SCHOOL
    NEW SCHOOL
  • 19. Crisis preparedness
    • Playbook
    • 20. Quarterback
    • 21. Identified spokespeople
    • 22. Lists, lists, lists
    • 23. Staff/execs, home #s
    • 24. Media contacts
    • 25. Stakeholders, authorities
    • 26. E-mail lists
    • 27. Websites and services, usernames and passwords
    • 28. Photographer/cameraman/podcaster
    • 29. War room, venues, conference site
    • 30. Content “in the can”
    • 31. Run scenarios
    • 32. Run drills
  • 33. Google Analytics
  • 34. Facebook Insights
  • 35. Twitter Grader
  • 36. Wordpress
  • 37. Commercial solutions
    AND MANY MANY MORE!
  • 38. Next steps
    Reserve your organization’s name!http://www.namechk.com
    Start monitoringhttp://google.ca/alerts, commercial options
    Dip your toes in - low risk lurking
    Liberate some content (YouTube?)
    Start a Twitter account
    Create social media guidelines & policy
    Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans
  • 39. Questions?
  • 40. Doug Lacombe, MBAdoug@communicatto.comwww.communicatto.com403.988.0791

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