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Module I - Social Media Marketing & PR Workshop


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HSMAI Los Angeles - 1/2-Day Social Media Marketing & PR Workshop 6/21/11 at Holiday Inn LAX.

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Module I - Social Media Marketing & PR Workshop

  1. 1. Module I Social Media Marketing Plan
  2. 2. <ul><li>Karen Gee-McAuley, Executive VP Blaze PR </li></ul><ul><li>Christina Lam, Social Media Community Mgr. Blaze PR </li></ul>
  3. 3. <ul><li>Social Media Plan </li></ul><ul><li>Integration </li></ul><ul><li>Social Media Policy </li></ul>
  4. 4. <ul><li>What do you want social media to do for you? </li></ul><ul><li>SM Plan components: </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Strategies </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><ul><li>Tools/Channels </li></ul></ul></ul><ul><ul><ul><li>Team </li></ul></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Measuring Success </li></ul></ul><ul><ul><li>Recommendations/Review/Adjustments </li></ul></ul>
  5. 5. <ul><li>How are you integrating social media in your business practice? </li></ul><ul><li>Is your SM plan integrated into your sales and marketing plan? </li></ul><ul><li>Who are your champions in-house? </li></ul><ul><li>Who is managing your SM program? </li></ul>
  6. 6. <ul><li>Crisis </li></ul><ul><ul><li>Online crisis communication plan should reflect what you are doing offline </li></ul></ul><ul><ul><li>What does your SM crisis comm tree look like online and offline? </li></ul></ul><ul><ul><ul><li>SM Crisis Team on-site; who is your off-site crisis member? </li></ul></ul></ul><ul><ul><ul><li>Channels: FB, Twitter, mobile (SMS) </li></ul></ul></ul><ul><ul><li>Provide: </li></ul></ul><ul><ul><ul><li>Location status; reduce fears; transparency </li></ul></ul></ul><ul><ul><ul><li>Multimedia </li></ul></ul></ul><ul><ul><ul><li>Real-time involvement; increase dialogue; guest relations </li></ul></ul></ul><ul><ul><ul><li>Consistency in tone, context and messages </li></ul></ul></ul>
  7. 8. <ul><li>Day-to-Day Management </li></ul><ul><ul><li>Who? How often? Off-days? Back-up? </li></ul></ul><ul><ul><li>General communication tree </li></ul></ul><ul><ul><ul><li>Guest services, news/updates, partner support </li></ul></ul></ul><ul><ul><li>Internal policy for employees </li></ul></ul><ul><ul><ul><li>Buy-in </li></ul></ul></ul><ul><ul><ul><li>Dos and Don’ts </li></ul></ul></ul><ul><ul><li>External policy posted on SM channels </li></ul></ul><ul><ul><ul><li>Profanity, hate speech, off-topic, leading conversations, unproductive, sales pitches </li></ul></ul></ul>
  8. 10. <ul><li>Crisis </li></ul><ul><ul><li>10 Commandments of Social Media Crisis Management (Priya Ramesh): </li></ul></ul><ul><ul><li>Social Media Crisis Management (Mack Collier): </li></ul></ul><ul><ul><li>Applying Risk Communication Principles to Social Media Crisis (Valeria Maltoni): </li></ul></ul><ul><li>Planning </li></ul><ul><ul><li>7 Steps to the Perfect Social Media Plan (Pam Moore): </li></ul></ul><ul><ul><li>How to Evaluate Your Social Media Plan (Meaghan Edelstein): </li></ul></ul>