Tools for Online Engagement: Pikes Peak PRSA

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February 2011

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Tools for Online Engagement: Pikes Peak PRSA

  1. 1. The first step of persuasion is to gain attention.<br />We’re glad we have yours.<br />
  2. 2. Tools for Online Engagement: <br />Class is in session<br />Pikes Peak PRSA Luncheon – February 2010<br />
  3. 3. Highlights from participant survey<br /><ul><li>Everyone has a website!
  4. 4. Most have played a significant role in developing strategy and content
  5. 5. Widespread usage of Facebook and Twitter
  6. 6. Mixed bag as far as training and formal experience</li></li></ul><li>What has your experience been?<br /><ul><li>The good
  7. 7. The bad
  8. 8. The ugly
  9. 9. We haven’t risked much</li></li></ul><li>Message is stilleverything.<br />SE2<br />
  10. 10. What is a message?<br /><ul><li>A factual statement presented in a persuasive way
  11. 11. The essential point you want to get across
  12. 12. What you want people to remember</li></ul>SE2<br />
  13. 13. Messages…<br /><ul><li>Don’t need to be repeated verbatim
  14. 14. Need to be repeated in various contexts
  15. 15. Should be disseminated to all ambassadors
  16. 16. Are not “evergreen”</li></ul>SE2<br />
  17. 17. What’s so different about messages since the advent of online communication?<br />SE2<br />
  18. 18. What do these have in common? <br />SE2<br />
  19. 19. There’s a new theme in town<br />SE2<br />
  20. 20. Three steps<br />Identify the audience<br />Map the message<br />Measure success<br />SE2<br />
  21. 21. Activity: Audience Roundup<br />
  22. 22.
  23. 23. Step 1: Audiences<br /><ul><li>Who do you need to influence?
  24. 24. Who influences them?</li></ul>SE2<br />
  25. 25. The Internet changes everything<br /><ul><li>Expands your audiences
  26. 26. Expands the influencers
  27. 27. Expands the channels</li></ul>SE2<br />
  28. 28.
  29. 29. Step 2: Map the message<br />SE2<br />
  30. 30. The fundamental question: What do you want from me?<br /><ul><li>Clear
  31. 31. Appropriate
  32. 32. Measurable</li></ul>SE2<br />
  33. 33. Tips<br /><ul><li>Your website should always be the hub
  34. 34. Approach the map with a campaign mindset
  35. 35. Take time to research the landscape
  36. 36. Involve other web savvy people in the process of mapping the message</li></ul>SE2<br />
  37. 37. Case Study: National School Choice Week<br /><ul><li>Audience: Local school choice advocacy groups around the country
  38. 38. Message: School choice advocates will gather across the nation to shine a spotlight on effective education options
  39. 39. Action: Get media coverage on school choice week with a local angle</li></ul>SE2<br />
  40. 40.
  41. 41.
  42. 42. Step 3: Measure Success<br />SE2<br />
  43. 43. Web analytics <br />SE2<br />
  44. 44. Facebook Analytics<br />SE2<br />
  45. 45. Klout<br /><ul><li>The Klout Score is the measurement of your overall online influence
  46. 46. Influence is the ability to drive people to action (click, retweet, likes, comments, clicks, etc.)
  47. 47. Scores range from 1-100, where higher scores equal a wider and strong sphere of influence</li></ul>SE2<br />
  48. 48. Additional measurement tools<br /><ul><li>Analytics built into your HTML email program
  49. 49. Conversions (email signups, donations)</li></ul>SE2<br />
  50. 50. Recommended Tools*<br />*These are my personal favorites – and no one is paying me to say so!<br />SE2<br />
  51. 51. Recommendations<br /><ul><li>Email: Mail Chimp
  52. 52. Quick, cheap website: SiteKreator
  53. 53. Managing social media: HootSuite (available as an iPhone app too)
  54. 54. Analytics: Google analytics</li></ul>SE2<br />
  55. 55. When things go wrong—<br />and sometimes they do<br />SE2<br />
  56. 56. The @RedCross Rogue Tweet<br />Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… <br />when we drink we do it right #gettingslizzerd<br />SE2<br />
  57. 57. The Rapid Response<br />We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys<br />SE2<br />
  58. 58. Organizational buy-in. <br />SE2<br />
  59. 59. Pop Quiz!<br />Thanks!<br />
  60. 60. What percentage of internet users is currently using some sort of social media?<br />31%<br />50%<br />58%<br />79%<br />
  61. 61. (C.) 58 percent of internet users currently use some sort of social media<br />
  62. 62. Professional marketers are…<br />Increasing their email marketing budgets<br />Decreasing their marketing budgets<br />Leaving their marketing budgets the same<br />Both A and C<br />
  63. 63. (D.) Both A (increasing email marketing budgets) and C (leaving them the same)<br />
  64. 64. “Klout” is…<br />A brand new social media platform targeting CEOs and execs<br />An unfortunate misspelling of “clout”<br />A social media analytics tool that measures influence<br />None of the above<br />
  65. 65. (C.) A social media analytics tool that measures influence<br />
  66. 66. True or false? <br />Google has recently started allowing social media results to populate in search results<br />
  67. 67. True<br />
  68. 68.
  69. 69. Final recap: <br />MESSAGE IS EVERYTHING!<br />…and remember…<br />Message is EVERYTHING! <br />SE2<br />
  70. 70. Jill Hamilton, SE2<br /> jill@publicpersuasion.com<br />www.PublicPersuasion.com<br />

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