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Sendible & Meritus Media
How to Plan and Implement a Digital
PR/Social Media Strategy
9th November 2016
Luke Knight
Partne...
Digital PR Strategy – 10 Steps to Success
1. Monitor/Research
2. Analyze
3. Influencer CRM
4. Goals
5. Content Ideas
6. Op...
1. Monitor/Research
“Know before you go”
• Brand mentions
• Competitor mentions
• Keywords and phrases
• Hot industry topi...
2. Analyze
• Sentiment
• Needs
• Intent
• Information/content gaps
• Influencers
3. Influencer CRM
• Segmenting
• Keeping in contact
4. Goals
• Collaborate
• Share reports and analysis
• Align PR/social Media KPI’s with business goals
5. Content Ideas
• Draw from your research
• Response to needs and content gaps
• Look for ways to fill info needs and mee...
6. Optimize
• Content libraries
• Digital asset management
7. Content Creation
• Images
• Video
• Articles
• Blog Posts
• Social Media Posts
– Facebook
– LinkedIn
– Instagram
– Pint...
8. Content Distribution
• Scheduling
• Queues
• Automation
8. Content Distribution
8. Content Distribution
OWNED
• Blog
• Newsroom
• Email
• Social Accounts
EARNED
• The Media
• Influencers
• Other Blogs
•...
8. Content Distribution: News
8. Content Distribution: Blog
8. Content Distribution: Earned Media
• Custom List of Reporters
• Custom list of Bloggers
• Custom list of Influencers on...
8. Content Distribution: Paid Media
• Social advertising
• Native advertising (branded content)
• Paid posts on blogs
• Re...
8. Content Distribution: Shared Media
Shared Content Optimization is the process of
adding relevant hashtags, commentary,
...
9. Tracking Content
• Add parameters to a link and track in Google
Analytics
• See spikes in traffic to content on blog, n...
10. Measure Results
• Get agreement on what matters
• Define (and refine if necessary) expectations
• Set metrics that sho...
10. Measurable Goals
What should occur – by when – in a measurable form
Increase engagement (likes, comments and shares) o...
10. Measurable Goals
Sendible Reporting
Sendible
311 Ballards Lane
Finchley
London
N12 8LY, United Kingdom
sales@sendible.com
@sendible /sendible /+sendible
US +1...
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How to Plan and Implement a Digital PR Strategy

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Discover the 10-step way to plan and implement a successful digital PR strategy and how Sendible can make each step quick and easy to implement. Do more in less time and get better results, with Sendible and guest speaker Sally Falkow, CEO of Meritus Media.

Published in: Marketing
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How to Plan and Implement a Digital PR Strategy

  1. 1. Sendible & Meritus Media How to Plan and Implement a Digital PR/Social Media Strategy 9th November 2016 Luke Knight Partnerships Manager, Sendible Sally Falkow CEO, Meritus Media Follow us @Sendible Comments #SendibleLive
  2. 2. Digital PR Strategy – 10 Steps to Success 1. Monitor/Research 2. Analyze 3. Influencer CRM 4. Goals 5. Content Ideas 6. Optimize 7. Content Creation 8. Distribution 9. Tracking Content 10. Measuring Results Sally Falkow CEO, Meritus Media @sallyfalkow
  3. 3. 1. Monitor/Research “Know before you go” • Brand mentions • Competitor mentions • Keywords and phrases • Hot industry topics • Hashtags • Trends • Content Gaps
  4. 4. 2. Analyze • Sentiment • Needs • Intent • Information/content gaps • Influencers
  5. 5. 3. Influencer CRM • Segmenting • Keeping in contact
  6. 6. 4. Goals • Collaborate • Share reports and analysis • Align PR/social Media KPI’s with business goals
  7. 7. 5. Content Ideas • Draw from your research • Response to needs and content gaps • Look for ways to fill info needs and meet intent statements • Content inventory –photos, print, video • Possible repurposing • Digital asset management
  8. 8. 6. Optimize • Content libraries • Digital asset management
  9. 9. 7. Content Creation • Images • Video • Articles • Blog Posts • Social Media Posts – Facebook – LinkedIn – Instagram – Pinterest
  10. 10. 8. Content Distribution • Scheduling • Queues • Automation
  11. 11. 8. Content Distribution
  12. 12. 8. Content Distribution OWNED • Blog • Newsroom • Email • Social Accounts EARNED • The Media • Influencers • Other Blogs • Online News Sites • Content partnerships PAID • Wire service • Social Ads • Branded/Native Content • Recommended stories • Remarketing SHARED • Social Media • Word of Mouth
  13. 13. 8. Content Distribution: News
  14. 14. 8. Content Distribution: Blog
  15. 15. 8. Content Distribution: Earned Media • Custom List of Reporters • Custom list of Bloggers • Custom list of Influencers on social media • Guest posts • Branded content
  16. 16. 8. Content Distribution: Paid Media • Social advertising • Native advertising (branded content) • Paid posts on blogs • Recommended articles • Remarketing
  17. 17. 8. Content Distribution: Shared Media Shared Content Optimization is the process of adding relevant hashtags, commentary, questions, and media to spark engagement and increase social shares. Before you distribute optimize every piece of content to maximize the potential for sharing and amplification of your message.
  18. 18. 9. Tracking Content • Add parameters to a link and track in Google Analytics • See spikes in traffic to content on blog, newsroom and website • Track visits from social content • Track content being shared • Analytics on social sites
  19. 19. 10. Measure Results • Get agreement on what matters • Define (and refine if necessary) expectations • Set metrics that show how PR has delivered on these expectations • Know the benchmark • Measure what is working and what is not
  20. 20. 10. Measurable Goals What should occur – by when – in a measurable form Increase engagement (likes, comments and shares) on the Touro Facebook page by 50% in the next three months. Increase visits to the Touro Newsroom by 35% in the next six months
  21. 21. 10. Measurable Goals Sendible Reporting
  22. 22. Sendible 311 Ballards Lane Finchley London N12 8LY, United Kingdom sales@sendible.com @sendible /sendible /+sendible US +1 (315) 623 4480 UK +44 (0)20 8123 1526 AUS +61 (2) 8011 4841 /company/sendible Sendible.com/freetrial

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