Online communications strategy_2011

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  • IntroductionPresentersExpertise Demetrio Maguigad
  • Who is CMW?Who we areWhat we do
  • What is to be discussedThinking StrategicallySteps in developing an Online Communications StrategyCase Study: Sample StrategyAligning the elements9:15
  • Does anyone play chess?In chess like in any other game, the goal is to win – every action’s purpose is to take down your opponent’s king.But for many of us who do not have a clear strategy -while playing the game it becomes apparent that rather then focusing on obtaining your opponent’s king we tend to respond or react tactically – measuring the game based on how many of the other opponent’s pieces we take.A strategic chess player approaches the game with a clear vision and purpose of winning – taking the opponent’s king. The strategic chess player has an analysis of the shifting conditions (the changing board and the general attitudes of their opponent) and implements tactics with the intentions of achieving hers or his ultimate goal – sometimes in the process giving up their own pawns or other pieces. Many of the pieces can do complicated moves – knights jumping across, bishops sliding across the board, the queen moving any which way it wants. Many online tools available for us today promise the same thing, but without a strategy how do we know we are getting ahead or achieving success in what we do?Online Communications Strategy challenges us to focus on winning or succeeding, but first by defining our purpose, goals, outcomes, and plan.Our strategy responds to a specific problem, issue or need
  • Online, there are many moving pieces.Withthe millions of online tools at our disposal – the web can look like a chaotic and overwhelming landscape. It’s easy to focus more on relying on tools and tactics rather then the bigger picture.It takes changing our perspective regarding online communications in the age of the social web.Many of us fall into the trap of focusing on the tools or the latest trends before we understand them or how they can be implemented into our communications strategies.
  • Identify the problem first, develop a plan and then acquire the appropriate tools
  • Don’t go to the hardware store first – ending up spending unnecessary time acquiring the wrong or inefficient tools
  • Today, the Social Web plays a big part in our everday online communications.
  • Use Analogies to help gain perspective and communicate your ideas
  • 9:45
  • Your Online Communications Strategy should not replace your general communications strategy, it should work in tandem and focus more on the characteristics of the online world and in most cases – the social web.
  • Statement of purpose can define the mission of the strategy, should respond to trends and needs of the organization or community.Objectives and goals: Clearly measurableOutput : Considered as defining Tools & Tactics, Content & ConversationsImpact of Achieved Outcomes: Define what is to be changed if outcomes are achievedAudience: Demographic & Geographic DepthMarketingResources & Governance
  • Your statement of purpose addresses a specific problem or issue and how it will be overcomeVolunteers?Funding?Mobilizing People?
  • Goals are broad and abstract.Objectives are specific and tangible – should be measurable by quantity and quality
  • Goals are broad and abstract.Objectives are specific and tangible – should be measurable by quantityand quality
  • Goals are broad and abstract.Objectives are specific and tangible – should be measurable by quantity and qualityDefine user actions – call to action
  • Target are people who fit within your desired demographic and will follow through with an action when informedPeripheral are audiences help inform target audiencesPotential are untapped targeted and peripheral audiences
  • Identify messaging and information channelsThrough what channels can your message, product or brand flow through?OnlineAnalogueMedia
  • Trending, analysis and reportingBeginning to define the tools and tactics, or identifying the appropriate tools to address a need and deliver guidelines or recommendations regarding how they should be used.Your out puts should also define the online content and social conversations the organization should be listening to or participating in.
  • Tactics encompass the learning and use of tools and providing the time to reach the goals.
  • Tactics encompass the learning and use of tools and providing the time to reach the goals.Tactics should always support your general purpose but more specifically your goals and objectives
  • Set the policy for communicationsSocial Media PolicyCapacityManagementCollecting DataAssessment and reporting
  • What will change if you are successful implementing your strategy.Should be measured against goals and objectives10:45
  • Taking time to work with key stake holders to collect data and information, audit the current conditions and situation, further deepening your scope11:00
  • Case Study: City of Kitchener Online Communications Strategy8 months of information collection, surveying and analysisScope included demographics, trending reports and audits of current communications toolsIt’s main website remained priorityProcesses included designers, IT staff, Communications and MarketingPolicy development, internal communications and staff trainingSituational Analysis - What’s happeningIdentified audiencesComparative studies with other citiesIncludes Recommendations of Tools and how they should be usedReviews of effectivenessConsideration of tools for the futureBest PracticesPsycho graphics and user experience design11:15
  • Measuring landing pages
  • 11:30
  • A strategic chess player approaches the game with a clear vision and purpose of winning – taking the opponent’s king. The strategic chess player has an analysis of the shifting conditions (the changing board and the general attitudes of their opponent) and implements tactics with the intentions of achieving hers or his ultimate goal – sometimes in the process giving up their own pawns or other pieces. Many of the pieces can do complicated moves – knights jumping across, bishops sliding across the board, the queen moving any which way it wants. Many online tools available for us today promise the same thing, but without a strategy how do we know we are getting ahead or achieving success in what we do?Online Communications Strategy challenges us to focus on winning or succeeding, but first by defining our purpose, goals, outcomes, and plan.Our strategy responds to a specific problem, issue or need11:45
  • IntroductionPresentersExpertise Demetrio Maguigad
  • Online communications strategy_2011

    1. 1. onlinecommunicationsstrategywith Demetrio Maguigad
    2. 2. Connecting the Community with Media, the Workshop promotes news that matters!
    3. 3. thinking strategically
    4. 4. how do you fix a broken sink?
    5. 5. think strategically act tactically
    6. 6. the social webshould have asocial strategy
    7. 7. the social web It’s like…
    8. 8. The high school dance
    9. 9. The high school dancePreparation & PresentationListening & MonitoringParticipatingSharingAsking
    10. 10. onlinecommunicationsstrategicplanning
    11. 11. elements of an onlinecommunications strategic plan Statement of Purpose Goals & Objectives Output & Outcomes Impact of Achieved Outcomes Audience & Scope Marketing Resources & Governance
    12. 12. statement of purpose
    13. 13. goals & objectives
    14. 14. four basic goalsto informto educateto persuadeto entertain
    15. 15. objectivesto inform 25% of our email subscribers how toregister for our eventto educate 60% of our website visitors about ouremail newsletterto persuade 40% of visitors to a landing page tosign up for our email newsletterto provide all of our users of our website apositive experience and increase returning usersby 30% in one month
    16. 16. audiencetargetperipheralpotential
    17. 17. marketing
    18. 18. output & outcomes
    19. 19. tactics = tools + time
    20. 20. nurturing a community tactics creating and sharing multimedia content generating buzz tools participating in conversationslisteningand monitoring time
    21. 21. governance
    22. 22. social media policy
    23. 23. a social media policy defines andsets guidelines for…who is communicating onlinewhat is to be communicatedwhat is NOT to be communicatedhow and where organizational messages are communicateddemonstrating and strengthening the organizational voice,it’s values and over all brandPreventing communications crisis or procedures for handling crisismuch more…
    24. 24. impact
    25. 25. mapping sessions
    26. 26. city of Kitchener, CA
    27. 27. push + pull = control
    28. 28. Q+A
    29. 29. onlinecommunicationsstrategywith Demetrio Maguigaddemetrio@newstips.org

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