Social Media Summer School
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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