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Digital communications plan development jan 2011

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

    • 1. Digital Communications Plan Development Workshop Hosted by
    • 2. Table of Contents
      • Overview
      • Elements of a Digital Communications Plan
      • Scheduling the Steps
      • Executing the Campaign
    • 3. Do it!
    • 4. Why Integrate Social Media?
      • 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.
      • http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
    • 5. Why Integrate Social Media?
      • Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).
      • Serves as a tool for internal collaboration and knowledge sharing.
      • Allows direct conversation and relationship building with your community.
      • Serves as a platform for thought leadership.
      • Provides instant feedback.
      • Builds relationships.
    • 6.  
    • 7. Tools and Tactics for Success: Publish Connect Listen Engage
    • 8. Home Base
    • 9. Elements of Your Plan
      • Identify Brand
      • Determine Parameters
      • Define Goals
      • Develop Infrastructure
      • Connect
      • Listen
      • Publish
      • Engage
      • Evaluate
    • 10. Do it!
    • 11. Pair up!
    • 12. Identify Your Brand
      • Who are you?
      • What business are you in?
      • What people do you serve?
      • What are the special needs of the people you serve?
      • With whom are you competing?
      • What makes you different from those competitors?
      • What’s the benefit? What unique benefit does a client derive from your service?
    • 13. Identify Your Brand
      • 1
      What is the ONE THING that you can address with authority?
    • 14. Define Parameters
      • Who will manage the community?
      • Who will contribute?
      • What are the rules of engagement?
    • 15. Define SMART Goals
      • Specific
      • Measurable
      • Actionable
      • Realistically high
      • Time-bound
    • 16. Do it!
    • 17. Connect
      • Find people like you
      • Read lots of content
      • Learn who makes up your network
    • 18. Focus Efforts on a Few The “Big Three”
    • 19.  
    • 20. Do it!
    • 21. Connect: Three Steps
      • Upload contacts to Facebook and LinkedIn profiles
      • Add Twitter to LinkedIn to see what contacts are Twitter users
      • Do research on Tweepz to discover additional contacts to follow on Twitter
    • 22. Listen
      • What are your customers saying about you?
      • How do you KNOW?
      • How can you answer customers’ questions before you’re even asked?
    • 23. Listen
      • The quickest way to monitor content on the Web is to use a feed reader.
    • 24. Tools for Listening
    • 25. Do it!
    • 26. Engage -- Twitter
    • 27. Engage
      • Reward fans
      • Be helpful
      • Connect your network
      • Endorse others
      • Produce frequent, quality content
      • Create meaningful, long-lasting relationships
    • 28. Do it!
    • 29. Publish
      • “ 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.”
        • — Robert Scoble and Shel Israel
        • “ Naked Conversations”
    • 30. Develop Infrastructure
      • Web site
      • Blog
      • Both?
      Study Shows Small Businesses That Blog Get 55% More Website Visitors Read more:  http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz1AfnFlYi0
    • 31. Evaluate and Celebrate Success
      • Define Goals
      • Measure Progress
      • Celebrate Success
      https://www.google.com/analytics
    • 32. Thank You Questions? www.marijeanjaggers.com http://twitter.com/Marijean [email_address] http://www.linkedin.com/in/marijeanjaggers http://www.facebook.com/JaggersCommunications

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