Digital impact

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Digital impact

  1. 1. Social Media Planning Strategy & Planning for Successful Social Outreach Putting the Public Back in Public Relations Solis • Breakenridge
  2. 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
  3. 3. Vocus: PR Planning for 2010 Survey United States
  4. 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% Putting the Public Back in Public Relations Solis • Breakenridge
  5. 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 Putting the Public Back in Public Relations Solis • Breakenridge
  6. 6. Vocus: PR Planning for 2010 Survey United States -  18% Strategic Communications – Primary -  24% Marketing Communications – Primary - 21% Media Relations – Primary Putting the Public Back in Public Relations Solis • Breakenridge
  7. 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. Putting the Public Back in Public Relations Solis • Breakenridge
  8. 8. A New Approach to Advocacy Source: Forrester Putting the Public Back in Public Relations Solis • Breakenridge
  9. 9. Strategy/Planning – A Two-Pronged Approach The Roadmap  Audience  Profile   Objec-ves          Messaging/Content    Baseline  Tools                Influencers  
  10. 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. 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. 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. 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. 14. Strategy/Planning – Higher Level Objectives Objectives need to be high level and aligned with the goals of the organization
  15. 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. 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
  17. 17. The Strategy Wheel
  18. 18. The

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