Successful Communications Strategies in the Digital Age


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A guide on the importance of leveraging Web/social media -- and how to get in the game

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  • *Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. By Amy Shuen
  • Example with City of Annapolis: concept of audience: local (residents and businesses/county residents) regional (across the state and the Baltimore-Washington region) national international   City of Annapolis’ site is tops in Page Rank on Google Conference and Visitors Bureau is five
  • Successful Communications Strategies in the Digital Age

    1. 2. Change in the Business Model <ul><li>Before: 80/20 rule </li></ul><ul><li>Now: 1-3% is the new threshold to digital success* </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Cell phones, iPhones, PDAs connect us to the world all the time </li></ul></ul>
    2. 3. Digital Era Expectations <ul><li>We are approaching Web 3.0. That’s right: We want answers! </li></ul><ul><li>We want to talk about what we love </li></ul><ul><ul><li>We want something of value </li></ul></ul><ul><ul><li>We want something of relevance </li></ul></ul><ul><ul><li>We want remarkable content* </li></ul></ul>Communications professionals need to figure out the tools and the level of interaction needed to excel
    3. 4. Key Questions for Investment <ul><li>What is the minimum “social threshold” </li></ul><ul><li>In other words: What are your resources to create, comment and participate in social media? </li></ul><ul><li>Should you invest (customize and create) in your own social media tools? </li></ul><ul><li>How should you interpret metrics? </li></ul><ul><li>Build your team – remember, you are the content developer, producer and promoter </li></ul><ul><li>  </li></ul>
    4. 5. Level of interaction: Promoting Content <ul><li>The Sun: Twitter, Facebook, LinkedIn, Digg, reddit, StumbleUpon, Newsvine, Fark, Yahoo Buzz, blogs, Tribune partners </li></ul><ul><li>PR: compatible or friendly blogs, partner Web sites, Facebook, Twitter, YouTube, e-mail and Flickr </li></ul><ul><li>Annapolis: Twitter, some Facebook, LinkedIn, Web, e-mail, Picasa, SlideShare </li></ul>
    5. 6. Feed the Beast <ul><li>To be in the conversation, you must stay in the conversation </li></ul><ul><li>The expectation for feedback does not die – at least if you want to stay in the game </li></ul><ul><li>“ [C]ompanies need to look long term and understand the value that social media can bring to cultivate lifetime advocates of their brand. This is not about campaigns, but a permanent positioning.”  </li></ul><ul><li>-- Tom Smith, founder of Trendstream </li></ul>
    6. 7. Don’t Go It Alone <ul><li>Under normal circumstances, it will take months and months to gain traction with your blog and social media tools </li></ul><ul><li>Find partners to create greater gravitational pull in the social media/Web space </li></ul>
    7. 8. Fight Bad News with Good News <ul><li>Bad news sticks around on the Internet; reshape reputation with good news, new initiatives across social media platforms </li></ul><ul><li>Counter critical/negative comments with constructive, positive, helpful comments </li></ul><ul><li>Social media puts a new premium on customer service: Don’t let what happened to United Airlines happen to you </li></ul><ul><li> </li></ul>
    8. 9. Respond, Respond, Respond <ul><li>Don’t let egregious comments, posts and articles go without rebuttal </li></ul><ul><li>Yes, it’s somewhat of a catch-22 (more comments raise the content’s profile with search engines) </li></ul>http:// www. arundelmuckraker . com/storyview .asp? storyID =10145
    9. 10. Shut Up, Already <ul><li>You need to treat people’s time like it’s a commodity </li></ul><ul><li>Your audience has little tolerance for noise </li></ul><ul><li>Say your message in half the words </li></ul><ul><ul><li>Use lists </li></ul></ul><ul><li>“ The reason that our failures remain frequent is increasingly evident: The volume and complexity of what we know has exceeded our individual ability to deliver its benefits correctly, safely, or reliably.” </li></ul><ul><li>-- Atul Gawande, author of The Checklist Manifesto </li></ul>
    10. 11. <ul><li>Index </li></ul><ul><li>Real-time interaction: </li></ul><ul><li>Live online debates at the Economist: </li></ul><ul><li>New tools to retain, enhance audience: </li></ul><ul><li>American Public Media’s Public Insight Network: </li></ul><ul><li>Tap the community: </li></ul><ul><li>NY Times’ Developer Network: </li></ul><ul><li>Building tools that foster interaction: </li></ul><ul><li>State of the USA: </li></ul>