RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
Digital communications plan development oct 2012
Digital CommunicationsPlan Development Workshop
Table of Contents• Overview• Elements of a Digital Communications Plan• Scheduling the Steps• Executing the Campaign
Elements of Your Plan• Identify Brand • Listen• Determine • Publish Parameters • Engage• Define Goals • Evaluate• Develop Infrastructure• Connect
The State of Social Media Q4 2012• Social networks and blogs continue to dominate American’s time online, now accounting for nearly a quarter of total time spent on the internet.• 274.2 million Americans have internet access.• Pinterest is the emerging social network with 4.5 million unique visitors in October, 2011.• Americans spend more time on Facebook than they do on any other U. S. website.• Close to 40% of social media users access social media content from a mobile phone. http://blog.nielsen.com/nielsenwire/social/
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
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
Tools and Tactics for Success:Connect Listen Engage Publish
Define Your Brandyour brand is the promise you make, and keep, to your community.
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?
Identify Your Brand 1 What is the ONE THING that you can address with authority?
Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?
Connect and Expand Your Network• Find people like you, or those who share community interests and expand your network• Read lots of content, follow the communities’ blogs• Learn who makes up your network; who are fans and followers?• Enter contacts regularly into your social networks.
Connect: Three Steps1. Upload contacts to Facebook and LinkedIn profiles2. Add Twitter to LinkedIn to see what contacts are Twitter users3. Do research on Tweepz to discover additional contacts to follow on Twitter
Listen• What are your customers saying about you?• How do you KNOW?• How can you answer customers’ questions before you’re even asked?
Listen• The quickest way to monitor content on the Web is to use a feed reader with search feeds, blogs and other content plugged in.
Engage• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent, quality content• Create meaningful, long-lasting relationships
Develop Infrastructure• Web site Study Shows Small• Blog Businesses That Blog• Both? 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
Publish“Neither a press release nor a full-page adin The New York Times will boost yoursearch engine ratings as much as a regularlyupdated blog. The shortest, cheapest,fastest and easiest route to a prominentGoogle ranking is to blog often.” — Robert Scoble and Shel Israel “Naked Conversations”
PublishSmall Businesses That Blog Get 55% MoreWebsite Visitors – Tell the story behind the story – Capture search engine results – Share your information in a compelling way – Produce content to share across networks – Create brand loyalty