Tools for Online Engagement: Pikes Peak PRSA

The first step of persuasion is to gain attention.
We’re glad we have yours.

Tools for Online Engagement:
Class is in session
Pikes Peak PRSA Luncheon – February 2010

Highlights from participant survey
Everyone has a website!
Most have played a significant role in developing strategy and content
Widespread usage of Facebook and Twitter
Mixed bag as far as training and formal experience

What has your experience been?
The good
The bad
The ugly
We haven’t risked much

Message is stilleverything.
SE2

What is a message?
A factual statement presented in a persuasive way
The essential point you want to get across
What you want people to remember
SE2

Messages…
Don’t need to be repeated verbatim
Need to be repeated in various contexts
Should be disseminated to all ambassadors
Are not “evergreen”
SE2

What’s so different about messages since the advent of online communication?
SE2

What do these have in common?
SE2

There’s a new theme in town
SE2

Three steps
Identify the audience
Map the message
Measure success
SE2

Activity: Audience Roundup

Step 1: Audiences
Who do you need to influence?
Who influences them?
SE2

The Internet changes everything
Expands your audiences
Expands the influencers
Expands the channels
SE2

Step 2: Map the message
SE2

The fundamental question: What do you want from me?
Clear
Appropriate
Measurable
SE2

Tips
Your website should always be the hub
Approach the map with a campaign mindset
Take time to research the landscape
Involve other web savvy people in the process of mapping the message
SE2

Case Study: National School Choice Week
Audience: Local school choice advocacy groups around the country
Message: School choice advocates will gather across the nation to shine a spotlight on effective education options
Action: Get media coverage on school choice week with a local angle
SE2

Step 3: Measure Success
SE2

Web analytics
SE2

Facebook Analytics
SE2

Klout
The Klout Score is the measurement of your overall online influence
Influence is the ability to drive people to action (click, retweet, likes, comments, clicks, etc.)
Scores range from 1-100, where higher scores equal a wider and strong sphere of influence
SE2

Additional measurement tools
Analytics built into your HTML email program
Conversions (email signups, donations)
SE2

Recommended Tools*
*These are my personal favorites – and no one is paying me to say so!
SE2

Recommendations
Email: Mail Chimp
Quick, cheap website: SiteKreator
Managing social media: HootSuite (available as an iPhone app too)
Analytics: Google analytics
SE2

When things go wrong—
and sometimes they do
SE2

The @RedCross Rogue Tweet
Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…
when we drink we do it right #gettingslizzerd
SE2

The Rapid Response
We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys
SE2

Organizational buy-in.
SE2

Pop Quiz!
Thanks!

What percentage of internet users is currently using some sort of social media?
31%
50%
58%
79%

(C.) 58 percent of internet users currently use some sort of social media

Professional marketers are…
Increasing their email marketing budgets
Decreasing their marketing budgets
Leaving their marketing budgets the same
Both A and C

(D.) Both A (increasing email marketing budgets) and C (leaving them the same)

“Klout” is…
A brand new social media platform targeting CEOs and execs
An unfortunate misspelling of “clout”
A social media analytics tool that measures influence
None of the above

(C.) A social media analytics tool that measures influence

True or false?
Google has recently started allowing social media results to populate in search results

Final recap:
MESSAGE IS EVERYTHING!
…and remember…
Message is EVERYTHING!
SE2

Jill Hamilton, SE2
jill@publicpersuasion.com
www.PublicPersuasion.com

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Tools for Online Engagement: Pikes Peak PRSA

by Megaphone Man on Mar 14, 2011

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Tools for Online Engagement: Pikes Peak PRSA — Presentation Transcript