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Build Winning Integrated Social Media Campaigns


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Social media campaigns are often heavy on tactics, like Facebook and Twitter, and light on strategic framework. Discover how organizations are applying the discipline of public relations to social media campaigns and how you can become adept at doing the same. Learn how to measure the results of online campaigns, including three ways to start measuring immediately. Look at real-world case studies with applicable strategies and techniques that can be adopted for your own online campaigns.

Published in: Education

Build Winning Integrated Social Media Campaigns

  1. 1. Build Winning IntegratedSocial Media Campaigns<br />Kami Watson Huyse, APR<br />Presented for:<br />Flickr Photo by Kevin Dooley<br />
  2. 2. SITUATION AUDIT<br />
  3. 3. Communication Audit<br />SWOT Analysis<br />Goal POST process<br />Where can social improve tools and processes?<br />Where can social supplement these tools and processes?<br />
  4. 4. Charting Tactics<br />
  5. 5. Environmental Scan<br />Stakeholders<br />Influentials<br />Vocal Bystanders<br />Determined Detractors<br />Competitors<br />
  6. 6. Conversation Map<br />Inactives<br />Taken From: Forrester Technographics Ladder<br />
  7. 7. Do your HOMEWORK<br />Build a viable<br />BUSINESS CASE <br />
  8. 8. Manage Risk<br />From Communication Overtones, Kami Huyse,<br />
  9. 9.
  10. 10. POLICY<br />
  11. 11. Analyze Opportunities<br />
  12. 12. From 10 Lost Opportunity Costs, Communication Overtones,<br />
  13. 13. Mayo Clinic<br /><br />
  14. 14. GoDaddy and NetSol<br />
  15. 15. Correlate: Engagement dB<br />Altimeter and Wet Paint, 2008<br />
  16. 16. Revenue Growth<br />
  17. 17. Financial Performance<br />
  18. 18. Backdoor Blog<br />
  19. 19. The Conductor<br />
  20. 20.
  21. 21. Integrated Media<br />
  22. 22. Editorial Strategy<br />Stakeholder Mapping<br />Value Proposition<br />Editorial Mission<br />Content Plan<br />Vehicle Choice<br />Own Up<br />
  23. 23. Inactives<br />Taken From: Forrester Technographics Ladder<br />
  24. 24. “Ask not what your [community] can do for you, but what you can do for your [community]”<br />
  25. 25. Social Environment<br />Relational Objectives<br />Context<br />Based on Communication Process Model, Wilbur Schramm<br />From Communication Overtones, “Setting Relational Objectives,”<br />
  26. 26. CSR – Approach 1<br />“Pledge to End Hunger” SxSWi<br />2 influencers (@Kanter and @ChrisBrogan)<br />140 kids per click<br />Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states<br />
  27. 27. CSR – Approach 2<br />Tide – “Feeding America” partnership<br />150 influencers<br />Tide T-Shirt Sale $20 (donate portion of proceeds)<br />Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision<br />
  28. 28. Social Media Ecosystem<br />
  29. 29. The Trust Principle<br />“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. <br />You accomplish this over a period of TIME with Words, Actionsand Deedsthat allow trust to be built.” <br />-Little Teal Book of Trust, Gitomer<br />
  30. 30. Human Resources<br />
  31. 31. On Junior Staff…<br />agilliam Says: October 12, 2008 at 9:33 am<br />“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”<br />
  32. 32. The Social Media Team<br />
  33. 33. Cross Functional Teams<br />
  34. 34. Social Media Guidelines<br />Comfort level<br />Structure<br />Leverage<br />
  35. 35. Laws and Regulations<br />Fair Use<br />Intellectual Property<br />Defamation<br />FTC Guidelines<br />Field-specific<br />IRS<br />
  36. 36. On Lawyers…<br />“The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”<br />- Guy Kawasaki, “The Art of Partnering”<br />
  37. 37. Measurement and objectives<br />
  38. 38. “We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” <br />Leo F. Buscaglia  (American author and speaker, 1924-1998)<br />
  39. 39. What to Measure<br />
  40. 40. Setting Measurable Objectives<br />requires asking<br />How MANY <br />by WHEN?<br />
  41. 41. WHAT do you <br />hope toACHIEVE?<br />
  42. 42. Measure THAT<br />
  43. 43.
  44. 44. Beware Outputs or Interests<br />Following counts<br />Number of mentions<br />Number of re-tweets/shares<br />Number of links<br />RSS Subscriptions<br />But are they taking action?<br />
  45. 45. 5S Attitude Measures<br />Sentiment Analysis<br />Satisfaction Scores<br />Search Action<br />Stickiness<br />Survey Relationship<br />
  46. 46. Measuring Relationships<br />Control Mutuality <br />Trust <br />Satisfaction <br />Commitment <br />Exchange Relationship <br />Communal Relationship<br />Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations<br />
  47. 47. Business Outcomes/Actions<br />Correlations<br />Butts in Seats<br />Coupons and Codes<br />Benchmarking<br />The Funnel<br />Ask them why<br />
  48. 48. Waste Management/Greenopolis<br />Waste Management VC<br />Increase recycling and reduce waste<br />Learn. Act. Reward. Together<br />Online: Community, Twitter, YouTube,Facebook and User Generated Content<br />On-Street: Greenopolis Recycling Kiosks<br />Stakeholder Rewards: Greenopolis Rewards program<br />
  49. 49. Greenopolis Measures<br />
  50. 50. Measurement Tools<br />Analytics – Google Analytics, Web Trends<br />Mentions –Google blogs, blogs<br />Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others<br />Traditional Tools – Surveys, polls, focus group research<br />Grunig Relationship Survey – Institute for Public relations Research<br />
  51. 51. Benchmark to Competitors<br />
  52. 52. Sentiment Analysis<br />@netsolcares<br />
  53. 53. Trackable Offers<br />
  54. 54. Conversation?<br />@lettergirl<br />#journchat<br />
  55. 55. BIBLIOGRAPHY<br />Naked Conversations, Robert Scoble and Shel Israel<br />The New Rules of Marketing and PR, David Scott Meerman<br />Measuring Public Relationships, KD Paine (purchase at<br />Personality Not Included, RohitBhargava<br />Groundswell, Charlene Li and Josh Bernoff<br />Twitterville, by Shel Israel<br />The Networked NonProfit, Beth Kanteryvj<br />
  56. 56. Kami Watson Huyse, APR@kamichatwww.zoeticamedia.comkami@zoeticamedia.comBlog:<br />Copyright 2010 © all rights reserved<br />