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Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
Build Your 90 Day Digital Communications Plan Final
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Build Your 90 Day Digital Communications Plan Final

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  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
  • Transcript

    • 1. How To Build Your 90-Day Digital Communications Plan Created by Standing Partnership
    • 2. Table of Contents <ul><li>Overview of the Social Media Landscape </li></ul><ul><li>Elements of a Digital Communications Plan </li></ul><ul><li>Scheduling the Steps </li></ul><ul><li>Executing the Campaign </li></ul>
    • 3. Why Integrate Social Media? <ul><li>Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent. </li></ul><ul><li>http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf </li></ul>
    • 4. Why Integrate Social Media? <ul><li>Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines). </li></ul><ul><li>Serves as a tool for internal collaboration and knowledge sharing. </li></ul><ul><li>Allows direct conversation and relationship building with your community. </li></ul><ul><li>Serves as a platform for thought leadership. </li></ul><ul><li>Provides instant feedback. </li></ul><ul><li>Builds relationships. </li></ul>
    • 5.  
    • 6. Social Media Continuum of Tools Publish Connect Listen Engage
    • 7. Elements of Your Plan <ul><li>Identify Brand </li></ul><ul><li>Determine Parameters </li></ul><ul><li>Define Goals </li></ul><ul><li>Develop Infrastructure </li></ul><ul><li>Connect </li></ul><ul><li>Listen </li></ul><ul><li>Publish </li></ul><ul><li>Engage </li></ul><ul><li>Evaluate </li></ul>
    • 8. Week One – Identify Your Brand <ul><li>Who are you? </li></ul><ul><li>What business are you in? </li></ul><ul><li>What people do you serve? </li></ul><ul><li>What are the special needs of the people you serve? </li></ul><ul><li>With whom are you competing? </li></ul><ul><li>What makes you different from those competitors? </li></ul><ul><li>What’s the benefit? What unique benefit does a client derive from your service? </li></ul>
    • 9. Week One – Identify Your Brand <ul><li>1 </li></ul>What is the ONE THING that you can address with authority?
    • 10. Week One: Define Parameters <ul><li>Who will manage the community? </li></ul><ul><li>Who will contribute? </li></ul><ul><li>What are the rules of engagement? </li></ul>
    • 11. Week One: Define SMART Goals <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Actionable </li></ul><ul><li>Realistically high </li></ul><ul><li>Time-bound </li></ul>
    • 12. Week Two: Connect <ul><li>Find people like you </li></ul><ul><li>Read lots of content </li></ul><ul><li>Learn who makes up your network </li></ul>
    • 13. Focus Efforts on a Few The “Big Three”
    • 14. Week Two: Connect -- LinkedIn
    • 15. Week Two: Connect -- Facebook
    • 16. Week Two: Connect -- Twitter
    • 17. Week Two: Develop Infrastructure <ul><li>Web site </li></ul><ul><li>Blog </li></ul><ul><li>Both? </li></ul>
    • 18. Week Two: Listen <ul><li>What are your customers saying about you? </li></ul><ul><li>How do you KNOW? </li></ul><ul><li>How can you answer customers’ questions before you’re even asked? </li></ul>
    • 19. Weeks Three to Twelve (and beyond): Listen <ul><li>The quickest way to monitor content on the Web is to use a feed reader. </li></ul>
    • 20. Weeks Three to Twelve: Listen -- Tools
    • 21. Weeks Three to Twelve: Publish <ul><li>“ Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.” </li></ul><ul><ul><li>— Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>“ Naked Conversations” </li></ul></ul>
    • 22. Weeks Three to Twelve: Engage <ul><li>Reward fans </li></ul><ul><li>Be helpful </li></ul><ul><li>Connect your network </li></ul><ul><li>Endorse others </li></ul><ul><li>Produce frequent, quality content </li></ul><ul><li>Create meaningful, long-lasting relationships </li></ul>
    • 23. Week Thirteen: Evaluate and Celebrate Success <ul><li>Define Goals </li></ul><ul><li>Measure Progress </li></ul><ul><li>Celebrate Success </li></ul>https://www.google.com/analytics
    • 24. Thank You Questions? www.standingpr.com/blog http:// www.google.com/profiles/marijean.jaggers

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