"S" Is For Strategy: Charting Communication In The Digital Age


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In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part I, which focused on strategic communication planning in the digital age.

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  • "S" Is For Strategy: Charting Communication In The Digital Age

    1. 1. “S” is for strategy:<br />CHARTING Communication in the digital age<br />Shonali Burke, ABC<br />Presented at PRSA Alaska<br />July 21 & 22, 2010<br />
    2. 2. Cartoon: HubSpot, Flickr (CC)<br />
    3. 3.
    4. 4. Fundamentals of Planning<br />
    5. 5. Smithsonian’s National Portrait Gallery<br />First-ever OutwinBoochever Portrait Competition (2005-2006)<br />Courtesy: National Portrait Gallery<br />
    6. 6. What was the problem?<br />NPG perceived as outdated<br />Lack of connection with today’s artists<br />Portraiture not perceived as “cool” or “hip”<br />Aimed to reach emerging & mid-career artists<br />Needed to secure 2,000 entries for the contest to be viable<br />Courtesy: National Portrait Gallery<br />
    7. 7. Image: saaby, Flickr (CC)<br />
    8. 8. What We Did<br />Media outreach<br />Media buy<br />Direct mail<br />“Portrait of an Artist”<br />
    9. 9. Results<br />Changed creative<br />Impacted tactics & collateral<br />Influenced media buy<br />Influenced media outreach<br />Net-net: 4,000+ entries (double goal)<br />Courtesy: National Portrait Gallery<br />
    10. 10. A Good Foundation Doesn’t Change<br />
    11. 11. Communicator, SWOT Thyself<br />Strengths<br />Weaknesses<br />What internal factors add value to the organization? Services? Thought leadership? Financial base?<br />What are the organization’s internal value-destroying issues? Low morale? Bad reputation? Lack of vision/leadership?<br />Internal<br />Opportunities<br />Threats<br />What external negatives threaten the organization? Change in government? Change in audience? Technology?<br />What can add value to the organization from the outside? Weak competitors? Growing marketplace? Technology?<br /> External<br />Negatives<br />Positives<br />
    12. 12. Take a Snapshot<br />
    13. 13. From Snapshot to Strategy<br />
    14. 14. KPIs… What The @#*!<br />“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”<br /> ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
    15. 15. Key Performance Indicators<br />Track effectiveness of your program against business objectives, e.g.:<br />Web traffic<br />Subscribers<br />Sales<br />Donations<br />Membership<br />Image: Art by Steve Johnson, Flickr (CC)<br />
    16. 16. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    17. 17. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    18. 18. Launch of the ASPCA’s “Mobile Animal CSI Unit”<br />
    19. 19. Tactics<br />Micro-site featuring a “pledge to fight animal cruelty”, www.fightcruelty.org<br />Aggressive media outreach<br />Integrated social media & internal communications<br />Postings on ASPCA’s online community, MySpace and Facebook pages<br />Pre- and post-surveys to gauge post-launch and campaign awareness<br />
    20. 20. Results<br />Secured earned media coverage in all top 50 DMAs (goal): <br />Print: 2.3 million+ impressions<br />Radio: 7.5 million listeners<br />TV: 16,000,000+ viewers<br />Raised Web traffic by >22% over November (more than double goal of 10%)<br />Secured 4,700 new registered users via signing of Anti-Cruelty pledge: 56% > goal (3,000)<br />Pre- to post-survey awareness 28%<br />Expense budget: $130,000<br />CPI: $.10<br />
    21. 21. The Importance of Messaging<br />http://www.youtube.com/watch?v=bnCHCcveteA<br />
    22. 22. Consistency Is Key<br />
    23. 23. Cartoon: HubSpot, Flickr (CC)<br />And Now We Have Social…<br />
    24. 24. The Craziness of Social<br />Image: Masonite Burn, Flickr (CC)<br />
    25. 25. Opportunity to Ask…<br />
    26. 26. … and Listen<br />
    27. 27. “Question”<br />
    28. 28. “Answer”… Sort Of<br />
    29. 29. Monitoring<br />≠<br />Measurement<br />Image: ErlendAasland, Flickr (CC)<br />
    30. 30. “Getting a Seat at the Table”<br />Image: oskay, Flickr (CC)<br />
    31. 31. Questions?<br />Where you can find me:<br />E-mail: info@shonaliburke.com<br />Twitter: @shonali<br />Blog: www.WaxingUnLyrical.com<br />Web: www.shonaliburke.com<br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />Title slide image: teachernz, Flickr (CC)<br />Thank you!<br />