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Developing a Social Community Strategy
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Developing a Social Community Strategy

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This presentation is from the AAFKC Community Manager Wednesday Accelerations breakfast, December 2010.

This presentation is from the AAFKC Community Manager Wednesday Accelerations breakfast, December 2010.

Published in Education , Business , Technology
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  • Been using social media since 2006 (started podcasting in college) and worked as a creative freelancer & SM consultant for 3 ½ years before starting at NK. Expertise in strategy development, creative new media and integration. NK has really helped me refine the process of developing a social media campaign.
  • Clients tell us they want a twitter. We ask them why? Is there target audience even on twitter?What kind of garden do you want to have? How big of water bill do you want? The key is finding the right solution for the client.Social media is not as new as clients think. It’s just an online tool that allows us to use our traditional marketing skills.Using social tools, brands can do cost effective market research and engage the customer on a deeper level.
  • At NK we use a specific strategic planning process. This helps us do all our due diligence and define an objective. Social media blueprint.
  • See what they’re talking about and see what competitors are saying. 3M example
  • What’s our reason for doing this… Awareness, lead gen, sales CSR
  • Reserving profiles prevents brand-jacking, lets you own issues and is SEO gold.A calendar allows us to get approval from the client and not have to worry about specific tweets.Blogs, FB, Twitter, creative new media (podcasts, web video)
  • Use time wisely from agency stand point. Monitoring the whole time.
  • Helps drive people to your social channelsUse your social presence to drive offline relationships
  • What happens when you find out that there is melamine in dog food at 7pm on a FridayExample @bpglobalpr
  • Monitoring to set a benchmark. Did we meet our objective? Test and refine.
  • Monitoring to set a benchmark. Did we meet our objective? Test and refine.
  • A calendar allows us to get approval from the client overall and not have to worry about specific tweets.

Transcript

  • 1. Developing a Social Community Strategy
    Presented by Patrick Padley
    #AAFKC #wedacc
  • 2. Who is this guy?
    Patrick Padley (@ppadley)
    Social Influence Specialist (@nicholsonkovac)
    Email: ppadley@nicholsonkovac.com
    Blogs at: PatrickPadley.com and NicholsonKovac.com
    #AAFKC
    #wedacc
  • 3. Determineyour
    social media needs
    #AAFKC
    #wedacc
  • 4. Define your
    measurableobjective
    #AAFKC
    #wedacc
  • 5. Listen
    to your target audience
    #AAFKC
    #wedacc
  • 6. Form your strategy
    #AAFKC
    #wedacc
  • 7. Content Development
    Decide channels
    Client/agency workflow
    Develop key messages & content calendar
    Launch (kick start with seeding or contest)
    #AAFKC
    #wedacc
  • 8. Engage in conversation
    #AAFKC
    #wedacc
  • 9. Integrate
    with existing marketing
    #AAFKC
    #wedacc
  • 10. Create a crisis plan
    #AAFKC
    #wedacc
  • 11. Measureyour return
    #AAFKC
    #wedacc
  • 12. Test and refine
    #AAFKC
    #wedacc
  • 13. Check out our SM white paper:
    NicholsonKovac.com/white-papers
    Let’s connect on Twitter @ppadley
    Thanks
    #AAFKC
    #wedacc