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Social and digital media framework
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Social and digital media framework


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  • 1. Club / Organisation Name Digital and Social Communications Framework Date for life of plan VERSION … Prepared by… Approved by…
  • 2. The Strategic Context for Communication at OUR ORGANISATION All of our communication activity supports our strategic direction. It also encompasses what the club would call it’s ‘brand’. CLUB VALUES  xxx  xxx  xxx  xxx  xxx  xxx MISSION Insert Here GOALS  xxx xxx xxx xxx xxx We will know we have achieved these when:  xxx xxx xxx xxx xxx Board Social Club EO Stakeholders Operations Coaching Sponsors Admin Player admin Managers Medical Officials Volunteers Assistant Coach Skills Coach Fitness Coach Reserves Coach U/18 Coach 3rds Coach Women’s Coach Players Organisational Structure We are also conscious of our Accidental Brand*. To manage the chances of developing an accidental brand, we will NOT let the following happen: 1. xxx 2. xxx 3. xxx The Accidental Brand is the ACTUAL experience your stakeholders have with you rather than the one you espouse
  • 3. What are our Communication Objectives Communication Objectives are a definition of how you think communication will support your strategic goals. They must be succinct and measurable Objectives in terms of Goal 1 xxx Objectives in terms of Goal 2 xxx Objectives in terms of Goal 3 xxx Objectives in terms of Goal 4 xxx Measure Measure Measure Measure
  • 4. Audiences and Key Messages What are our audience segments 1. xx 2. xx 3. xx 4. xx 5. xx Which segments do we want to concentrate our effort on: What is their motivation (may be multiple) 1. xx 2. xx 3. xx 4. xx 5. xx What are the key life events that they move through and messages at each event?
  • 5. Social and Digital Media Usage Which Digital and Social Media Platforms do we choose to utilise and what activities will occur? Broadcast (content we broadcast and do not expect a response to) Platforms Network (content we deliver in order to engage the audience and get a response) Platforms Promote (commercial but not always financial) Platforms Internal Communication (designed to communicate but not broaden the network) Platforms Activity Activity Activity Activity Timing Timing Timing Timing
  • 6. We have identified our Digital and Social Media platforms but we need to align this with our existing channels to ensure consistency and effective use of resources: Broader Channel Strategy Objective Existing Channel Social Channel Interaction / alignment Resource