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Module I - Social Media Marketing & PR Workshop
 

Module I - Social Media Marketing & PR Workshop

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HSMAI Los Angeles - 1/2-Day Social Media Marketing & PR Workshop 6/21/11 at Holiday Inn LAX.

HSMAI Los Angeles - 1/2-Day Social Media Marketing & PR Workshop 6/21/11 at Holiday Inn LAX.

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    Module I - Social Media Marketing & PR Workshop Module I - Social Media Marketing & PR Workshop Presentation Transcript

    • Module I Social Media Marketing Plan
      • Karen Gee-McAuley, Executive VP Blaze PR
      • Christina Lam, Social Media Community Mgr. Blaze PR
      • Social Media Plan
      • Integration
      • Social Media Policy
      • What do you want social media to do for you?
      • SM Plan components:
        • Goals
        • Strategies
        • Tactics
          • Tools/Channels
          • Team
        • Timeline
        • Measuring Success
        • Recommendations/Review/Adjustments
      • How are you integrating social media in your business practice?
      • Is your SM plan integrated into your sales and marketing plan?
      • Who are your champions in-house?
      • Who is managing your SM program?
      • Crisis
        • Online crisis communication plan should reflect what you are doing offline
        • What does your SM crisis comm tree look like online and offline?
          • SM Crisis Team on-site; who is your off-site crisis member?
          • Channels: FB, Twitter, mobile (SMS)
        • Provide:
          • Location status; reduce fears; transparency
          • Multimedia
          • Real-time involvement; increase dialogue; guest relations
          • Consistency in tone, context and messages
    •  
      • Day-to-Day Management
        • Who? How often? Off-days? Back-up?
        • General communication tree
          • Guest services, news/updates, partner support
        • Internal policy for employees
          • Buy-in
          • Dos and Don’ts
        • External policy posted on SM channels
          • Profanity, hate speech, off-topic, leading conversations, unproductive, sales pitches
    •  
      • Crisis
        • 10 Commandments of Social Media Crisis Management (Priya Ramesh): http://www.livingstonbuzz.com/2010/12/06/the-ten-commandments-of-social-media-crisis-management/
        • Social Media Crisis Management (Mack Collier): http://mackcollier.com/social-media-crisis-management/
        • Applying Risk Communication Principles to Social Media Crisis (Valeria Maltoni): http://www.conversationagent.com/2010/08/applying-risk-communication-principles-to-social-media-crisis.html
      • Planning
        • 7 Steps to the Perfect Social Media Plan (Pam Moore): http://socialmediatoday.com/pammoore/295258/7-steps-perfect-social-media-plan
        • How to Evaluate Your Social Media Plan (Meaghan Edelstein): http://mashable.com/2010/06/25/evaluate-social-media-plan/
    •