"S" Is For Strategy: Charting Communication In The Digital Age
 

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"S" Is For Strategy: Charting Communication In The Digital Age

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In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part I, which focused on strategic communication planning in the digital age.

In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part I, which focused on strategic communication planning in the digital age.

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"S" Is For Strategy: Charting Communication In The Digital Age Presentation Transcript

  • 1. “S” is for strategy:
    CHARTING Communication in the digital age
    Shonali Burke, ABC
    Presented at PRSA Alaska
    July 21 & 22, 2010
  • 2. Cartoon: HubSpot, Flickr (CC)
  • 3.
  • 4. Fundamentals of Planning
  • 5. Smithsonian’s National Portrait Gallery
    First-ever OutwinBoochever Portrait Competition (2005-2006)
    Courtesy: National Portrait Gallery
  • 6. What was the problem?
    NPG perceived as outdated
    Lack of connection with today’s artists
    Portraiture not perceived as “cool” or “hip”
    Aimed to reach emerging & mid-career artists
    Needed to secure 2,000 entries for the contest to be viable
    Courtesy: National Portrait Gallery
  • 7. Image: saaby, Flickr (CC)
  • 8. What We Did
    Media outreach
    Media buy
    Direct mail
    “Portrait of an Artist”
  • 9. Results
    Changed creative
    Impacted tactics & collateral
    Influenced media buy
    Influenced media outreach
    Net-net: 4,000+ entries (double goal)
    Courtesy: National Portrait Gallery
  • 10. A Good Foundation Doesn’t Change
  • 11. Communicator, SWOT Thyself
    Strengths
    Weaknesses
    What internal factors add value to the organization? Services? Thought leadership? Financial base?
    What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership?
    Internal
    Opportunities
    Threats
    What external negatives threaten the organization? Change in government? Change in audience? Technology?
    What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology?
    External
    Negatives
    Positives
  • 12. Take a Snapshot
  • 13. From Snapshot to Strategy
  • 14. KPIs… What The @#*!
    “… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”
    ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
  • 15. Key Performance Indicators
    Track effectiveness of your program against business objectives, e.g.:
    Web traffic
    Subscribers
    Sales
    Donations
    Membership
    Image: Art by Steve Johnson, Flickr (CC)
  • 16. KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • 17. KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • 18. Launch of the ASPCA’s “Mobile Animal CSI Unit”
  • 19. Tactics
    Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org
    Aggressive media outreach
    Integrated social media & internal communications
    Postings on ASPCA’s online community, MySpace and Facebook pages
    Pre- and post-surveys to gauge post-launch and campaign awareness
  • 20. Results
    Secured earned media coverage in all top 50 DMAs (goal):
    Print: 2.3 million+ impressions
    Radio: 7.5 million listeners
    TV: 16,000,000+ viewers
    Raised Web traffic by >22% over November (more than double goal of 10%)
    Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000)
    Pre- to post-survey awareness 28%
    Expense budget: $130,000
    CPI: $.10
  • 21. The Importance of Messaging
    http://www.youtube.com/watch?v=bnCHCcveteA
  • 22. Consistency Is Key
  • 23. Cartoon: HubSpot, Flickr (CC)
    And Now We Have Social…
  • 24. The Craziness of Social
    Image: Masonite Burn, Flickr (CC)
  • 25. Opportunity to Ask…
  • 26. … and Listen
  • 27. “Question”
  • 28. “Answer”… Sort Of
  • 29. Monitoring

    Measurement
    Image: ErlendAasland, Flickr (CC)
  • 30. “Getting a Seat at the Table”
    Image: oskay, Flickr (CC)
  • 31. Questions?
    Where you can find me:
    E-mail: info@shonaliburke.com
    Twitter: @shonali
    Blog: www.WaxingUnLyrical.com
    Web: www.shonaliburke.com
    Skype: sburke15
    Image: Håkan Dahlström, Flickr (CC)
    Title slide image: teachernz, Flickr (CC)
    Thank you!