Build Your 90 Day Digital Communications Plan Final

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Build Your 90 Day Digital Communications Plan Final

  1. 1. How To Build Your 90-Day Digital Communications Plan Created by Standing Partnership
  2. 2. Table of Contents <ul><li>Overview of the Social Media Landscape </li></ul><ul><li>Elements of a Digital Communications Plan </li></ul><ul><li>Scheduling the Steps </li></ul><ul><li>Executing the Campaign </li></ul>
  3. 3. Why Integrate Social Media? <ul><li>Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent. </li></ul><ul><li>http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf </li></ul>
  4. 4. Why Integrate Social Media? <ul><li>Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines). </li></ul><ul><li>Serves as a tool for internal collaboration and knowledge sharing. </li></ul><ul><li>Allows direct conversation and relationship building with your community. </li></ul><ul><li>Serves as a platform for thought leadership. </li></ul><ul><li>Provides instant feedback. </li></ul><ul><li>Builds relationships. </li></ul>
  5. 6. Social Media Continuum of Tools Publish Connect Listen Engage
  6. 7. Elements of Your Plan <ul><li>Identify Brand </li></ul><ul><li>Determine Parameters </li></ul><ul><li>Define Goals </li></ul><ul><li>Develop Infrastructure </li></ul><ul><li>Connect </li></ul><ul><li>Listen </li></ul><ul><li>Publish </li></ul><ul><li>Engage </li></ul><ul><li>Evaluate </li></ul>
  7. 8. Week One – Identify Your Brand <ul><li>Who are you? </li></ul><ul><li>What business are you in? </li></ul><ul><li>What people do you serve? </li></ul><ul><li>What are the special needs of the people you serve? </li></ul><ul><li>With whom are you competing? </li></ul><ul><li>What makes you different from those competitors? </li></ul><ul><li>What’s the benefit? What unique benefit does a client derive from your service? </li></ul>
  8. 9. Week One – Identify Your Brand <ul><li>1 </li></ul>What is the ONE THING that you can address with authority?
  9. 10. Week One: Define Parameters <ul><li>Who will manage the community? </li></ul><ul><li>Who will contribute? </li></ul><ul><li>What are the rules of engagement? </li></ul>
  10. 11. Week One: Define SMART Goals <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Actionable </li></ul><ul><li>Realistically high </li></ul><ul><li>Time-bound </li></ul>
  11. 12. Week Two: Connect <ul><li>Find people like you </li></ul><ul><li>Read lots of content </li></ul><ul><li>Learn who makes up your network </li></ul>
  12. 13. Focus Efforts on a Few The “Big Three”
  13. 14. Week Two: Connect -- LinkedIn
  14. 15. Week Two: Connect -- Facebook
  15. 16. Week Two: Connect -- Twitter
  16. 17. Week Two: Develop Infrastructure <ul><li>Web site </li></ul><ul><li>Blog </li></ul><ul><li>Both? </li></ul>
  17. 18. Week Two: Listen <ul><li>What are your customers saying about you? </li></ul><ul><li>How do you KNOW? </li></ul><ul><li>How can you answer customers’ questions before you’re even asked? </li></ul>
  18. 19. Weeks Three to Twelve (and beyond): Listen <ul><li>The quickest way to monitor content on the Web is to use a feed reader. </li></ul>
  19. 20. Weeks Three to Twelve: Listen -- Tools
  20. 21. Weeks Three to Twelve: Publish <ul><li>“ Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.” </li></ul><ul><ul><li>— Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>“ Naked Conversations” </li></ul></ul>
  21. 22. Weeks Three to Twelve: Engage <ul><li>Reward fans </li></ul><ul><li>Be helpful </li></ul><ul><li>Connect your network </li></ul><ul><li>Endorse others </li></ul><ul><li>Produce frequent, quality content </li></ul><ul><li>Create meaningful, long-lasting relationships </li></ul>
  22. 23. Week Thirteen: Evaluate and Celebrate Success <ul><li>Define Goals </li></ul><ul><li>Measure Progress </li></ul><ul><li>Celebrate Success </li></ul>https://www.google.com/analytics
  23. 24. Thank You Questions? www.standingpr.com/blog http:// www.google.com/profiles/marijean.jaggers

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