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Strategic Communication Planning

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Presented at the 2011 National HIV Prevention Conference, August 15 2011.

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Strategic Communication Planning

  1. 1. Strategic Communication PlanningNational HIV Prevention Conference• August 15, 2011Michelle Samplin-Salgado, JSIMindy Nichamin, JSIHadizaBuge, CDC<br />
  2. 2. Connect. Create. Collaborate. Engage.<br />Listen.<br />
  3. 3. Listen.<br />Who will you listen to?<br />What will you listen about?<br />How will you share what you learn?<br />How will you use what you learn?<br />
  4. 4.
  5. 5. Engage.<br />Who is empowered to engage?<br />Who will you engage with?<br />What is the goal of engaging?<br />How will you address negative comments?<br />
  6. 6. Create.<br />What content will you use?<br />How often?<br />What skills do you have?<br />What skills do you need?<br />
  7. 7. Connect.<br />How will your organization represent itself?<br />Who will develop/repurpose the content?<br />How will it integrate withyour organization?<br />
  8. 8. Who are you trying to reach?*Pew Internet & American Life – resource for who is using which technologies<br />
  9. 9. + you<br />
  10. 10. FACEBOOK<br />Increased real feedback and discussion<br />
  11. 11.
  12. 12. FACEBOOK<br />Drive traffic to your site or share information.<br />
  13. 13. FACEBOOK<br />Build email list.*<br />* Worth it if your audiences use email<br />
  14. 14.
  15. 15. FACEBOOK<br />Promote events.<br />
  16. 16.
  17. 17. FACEBOOK<br />Encourage people to take action<br /> Volunteer<br /> Advocate<br /> What else?<br />
  18. 18.
  19. 19. + you<br />
  20. 20. TWITTER<br />Connect with like-minded organizations<br />
  21. 21.
  22. 22. TWITTER<br />Connect with the media<br />
  23. 23.
  24. 24. TWITTER<br />Ask questions<br />
  25. 25. TWITTER<br />Engage people with frequent updates<br />
  26. 26.
  27. 27. TWITTER<br />Provide real-time updates<br />
  28. 28.
  29. 29.
  30. 30. TWITTER<br />Coordinate a group in real time<br />
  31. 31.
  32. 32. + you<br />
  33. 33. BLOG<br />Publicize your expertise<br />
  34. 34.
  35. 35. BLOG<br />Promote your cause or educate<br />
  36. 36.
  37. 37. BLOG<br />Tell stories about your work*<br />* Connect supporters to your cause<br />
  38. 38.
  39. 39. BLOG<br />Engage people in your decisions<br />
  40. 40. BLOG<br />Promote your website and online information<br />
  41. 41.
  42. 42. + you<br />
  43. 43. PHOTO SHARING SITES<br />Getting and displaying group photos<br />
  44. 44.
  45. 45. PHOTO SHARING SITES<br />Participating in group photo pools<br />
  46. 46. 200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together.  <br />
  47. 47.
  48. 48. + you<br />
  49. 49. VIDEO SHARING SITES<br />Encouraging conversation around video<br />
  50. 50.
  51. 51. VIDEO SHARING SITES<br />Spreading the word<br />
  52. 52.
  53. 53. VIDEO SHARING SITES<br />Voting for video<br />
  54. 54. VIDEO SHARING SITES<br />Ask people to provide videos<br />
  55. 55.
  56. 56. VIDEO SHARING SITES<br />Host a video channel<br />
  57. 57. + you<br />
  58. 58. CDC and AIDS.gov mobile site<br />
  59. 59. HIV/AIDS Service Locator<br />
  60. 60. Making it happen<br />
  61. 61. PEOPLE:<br />Who are you trying to reach??<br />
  62. 62. OBJECTIVES:<br />What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.)<br />
  63. 63. STRATEGY:<br />How will you meet your objectives?(Consider your overall communications plan, organizational culture, and capacity)<br />
  64. 64. TECHNOLOGY:<br />What’s an appropriate technology?(A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.)<br />
  65. 65. Build Internal Support<br />Involve key leaders<br />Start small/experiment/pilot-basis<br />Provide and ask for stakeholders’ feedback <br />Develop policies<br />Highlight successes<br />Conduct internal trainings<br />
  66. 66. What would successlook like to YOU?<br />What’s the purpose?<br />How’s it measurable?<br />What defines success?<br />
  67. 67. Making It Real<br />Goal: Increased number emails on list for fundraising and marketing purposes.<br />Measurable? <br />% increase in the email list<br /># of people who say they joined email list because of something they saw on a social media channel<br />% increase in the email list<br />Success? <br />10% increase of people on your email list during a list-building promotion through social media<br />
  68. 68. Facebook Insights<br />
  69. 69.
  70. 70. A Day in the life of AIDS.gov<br />Remixed from the WeAreMedia Project www.wearemedia.org and NTEN.Project funded by the Surdna Foundation<br />
  71. 71.
  72. 72. New Media at CDC<br />Given recent budget cuts how can CDC help you implement social media in your HIV prevention work and campaign?<br />Take advantage of CDC social media tools to promote your HIV prevention efforts. <br />Social Media Toolkit for consumers and CDC partners available online.<br />
  73. 73. New Media at CDC (cont’d)<br />Best Practices: Refer to these guidelines for information on clearance and security requirements, best practices and lessons learned in planning social media activities at CDC.<br />
  74. 74. New Media at CDC (cont’d)<br />Coming soon: HIV specific social media from CDC. Will be able to repurpose information.<br />Coming soon: Apps for mobile devices that allow consumers to access and share CDC info on the go. <br />
  75. 75. New Media at CDC (cont’d)<br />Things to be aware of: content syndication for both classic and mobile sites (alleviates the need to create content).<br />
  76. 76. cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf<br />AIDS.gov/using-new-media<br />wearemedia.org<br />Idealware.org/reports/socialmedia<br />

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