Social Media Summer School


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  • RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE
  • Social Media Summer School

    1. 1. Digital Communications Plan Development Workshop Hosted by
    2. 2. Table of Contents <ul><li>Overview </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. 3. Do it!
    4. 4. 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> </li></ul>
    5. 5. 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>
    6. 7. Tools and Tactics for Success: Publish Connect Listen Engage
    7. 8. Home Base
    8. 9. 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>
    9. 10. Do it!
    10. 11. Pair up!
    11. 12. 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>
    12. 13. Identify Your Brand <ul><li>1 </li></ul>What is the ONE THING that you can address with authority?
    13. 14. 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>
    14. 15. 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>
    15. 16. Do it!
    16. 17. 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>
    17. 18. Focus Efforts on a Few The “Big Three”
    18. 20. Do it!
    19. 21. Connect: Three Steps <ul><li>Upload contacts to Facebook and LinkedIn profiles </li></ul><ul><li>Add Twitter to LinkedIn to see what contacts are Twitter users </li></ul><ul><li>Do research on Tweepz to discover additional contacts to follow on Twitter </li></ul>
    20. 22. 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>
    21. 23. Listen <ul><li>The quickest way to monitor content on the Web is to use a feed reader. </li></ul>
    22. 24. Tools for Listening
    23. 25. Do it!
    24. 26. Engage -- Twitter
    25. 27. 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>
    26. 28. Do it!
    27. 29. 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>
    28. 30. Develop Infrastructure <ul><li>Web site </li></ul><ul><li>Blog </li></ul><ul><li>Both? </li></ul>Study Shows Small Businesses That Blog Get 55% More Website Visitors Read more:
    29. 31. Evaluate and Celebrate Success <ul><li>Define Goals </li></ul><ul><li>Measure Progress </li></ul><ul><li>Celebrate Success </li></ul>
    30. 32. Thank You Questions? [email_address]