3. SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B
MARKETERS
SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE
HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA
OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.”
BOSTON
NEW YORK
SAN FRANCISCO
Learn more: www.shiftcomm.com
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
BI-COASTAL PRESENCE AGENCY FACTSAWARD-WINNING
Learn
more
about
us
at
www.SHIFTcomm.com
20. SHIFT EARNED MEDIA STRATEGY
RESEARCH
CREATIVE
CONTENT EARNED
MEDIA ANALYTICS
MESSAGING
OWNED
MEDIA
PAID
MEDIA
MARKETING
&
SALES
21. EARNED/SOCIAL MEDIA STRATEGY
Strategy
Why
What are the overall business
objectives and goals?
How will you measure them?
What indicators will you use to
determine when something’s not
working and who makes that call?
Objectives
23. EARNED/SOCIAL MEDIA STRATEGY
Media
What
What content are you going to
create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content
creation?
Content
25. EARNED/SOCIAL MEDIA STRATEGY
Social
Who
Who is going to be your target
audience?
What self-identified characteristics
will you look for?
What networks are they on?
How will you build the network?
Network
28. Social Media Strategy
Who What Why
Who is going to be your target
audience?
What self-identified characteristics
will you look for?
What networks are they on?
How will you build the network?
What content are you going to
create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content
creation?
What are the overall business
objectives and goals?
How will you measure them?
What indicators will you use to
determine when something’s not
working and who makes that call?
Network Content Objectives
Social Media Strategy in One Slide
(www.ChristopherSPenn.com and @cspenn)
Work right to left
30. SUCCESS METRICS
Rankings of key
phrases
Inbound links
SEARCH
Media
placements
Mentions and
impressions
EXPOSURE
Pre and post
Campaign
awareness data
Purchase intent
data
SURVEYING
Conversation
Audience
Sharing
SOCIAL
Audience
Conversions
Database
entries
Email list size
and growth
MARKETING
Advertising
metrics
PAID
Revenue
Transaction
Volume
SALES
In
our
earned
media
strategy,
we
examine
7
categories
of
metrics
that
PR
has
a
disJnct
impact
on.
To
learn
more
about
these,
we
invite
you
to
read
our
blog
post
series
on
it
here:
hQp://www.shiScomm.com/2013/03/7-‐ways-‐to-‐measure-‐pr-‐introducJon/
36. TAKEAWAYS
1.
Rethink
how
you
measure
methods
by
audience,
leads,
customers,
and
evangelists.
2.
Middle
and
bo<om
of
the
funnel
are
irrelevant
if
the
top
is
empty.
3.
Earned
media
isn’t
just
tradiConal
PR
-‐
it’s
anywhere
people
can
talk
about
how
awesome
you
are
(or
aren’t!)
4.
Approach
social
media
strategy
as
why,
what,
who,
rather
than
the
reverse.
5.
Measure
with
more
than
one
kind
of
metric
to
see
the
big
picture.
37. SOCIAL FRESH EAST OFFER
hQp://bit.ly/socialfresheastcoffee
On
April
Fool’s
Day,
we
joked
about
opening
a
coffee
shop
with
our
own
blends
of
hand-‐roasted
coffee.
Some
people
took
it
seriously,
so
we
actually
made
one
of
them,
the
Crea<ve
Cup.
Want
some?
Here’s
how
to
get
it.
