This document outlines a strategic social media management plan with the following key elements: 1) It recommends conducting an environmental scan of stakeholders, competitors, and opportunities to improve existing communication tools and processes. 2) It emphasizes the importance of overcoming objections, cultural integration, managing risk, and doing thorough homework to build a strong business case. 3) It provides examples of measurement strategies like tracking engagement, sentiment analysis, and benchmarking against competitors to evaluate the impact of social media efforts.

1. strategy strategy strategy STRATEGY strategy STRATEGY STRATEGY strategy strategy Strategic Social Media Management Kami Watson Huyse, APR Presented for:

2. SITUATION AUDIT

3. Communication Audit Apply POST process to each vehicle Spreadsheet: Time and budget Where can social improve tools and processes? Where can social supplement these tools and processes?

4. Charting

5. Environmental Scan Stakeholders Influentials Vocal Bystanders Determined Detractors Competitors

6. OVERCOMING OBJECTIONS

7. “We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)

8. Senior Management

9. Cultural Integration

10. Do your HOMEWORK Build a viable BUSINESS CASE

11. Manage Risk From Communication Overtones, Kami Huyse, http://twurl.nl/8qiov4

14. Analyze Opportunities

15. From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5

16. Mayo Clinic

17. GoDaddy and NetSol

18. Correlate: Engagement dB Altimeter and Wet Paint, 2008

19. Revenue Growth

20. Financial Performance

21. Backdoor Blog

22. Become a reporter

24. Integrated Media

25. Editorial Strategy Stakeholder Mapping Value Proposition Editorial Mission Content Plan Vehicle Choice Own Up

27. “Ask not what your [community] can do for you, but what you can do for your [community]”

28. Social Environment Relational Objectives Context Based on Communication Process Model, Wilbur Schramm From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

29. CSR – Approach 1 “Pledge to End Hunger” SxSWi 2 influencers (@Kanter and @ChrisBrogan) 140 kids per click Results: 140,000 lbs of food to Austin and 560,000 lbs. in other states

30. CSR – Approach 2 Tide – “Feeding America” partnership 150 influencers Tide T-Shirt Sale $20 (donate portion of proceeds) Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson and general derision

31. Social Media Ecosystem

32. The Trust Principle “The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actionsand Deedsthat allow trust to be built.” -Little Teal Book of Trust, Gitomer

33. Human Resources

34. On Junior Staff… agilliam Says: October 12, 2008 at 9:33 am “I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”

35. The Social Media Team

36. Social Media Guidelines Comfort level Structure Leverage

37. Laws and Regulations Fair Use Intellectual Property Defamation FTC Guidelines Internal Revenue Service Field-specific

38. On Lawyers… “The Best Way to Deal with Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.” - Guy Kawasaki, “The Art of Partnering”

39. Measurement and objectives

40. Setting Measure Objectives requires asking How MANY by WHEN?

41. WHAT do you hope toACHIEVE?

42. Measure THAT

43. What to Measure

44. Peg to Existing Tools Survey customers and/or service and satisfaction? Survey donors? Track visitors to your Web site? Have a Secret Shopper service or other quality control mechanism? Track visitation to events, seminars or occasions? Have an industry organization that does measurement/research valid to your organizational objectives? Have a database of key stakeholder information that could be cross tabulated in Access or another program?

45. Measurement Tools Analytics – Google Analytics, Web Trends Mentions –Google blogs, Ask.com blogs Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others Traditional Tools - Surveys, polls, focus group research Grunig Relationship Survey – Institute for Public relations Research

46. Measuring Relationships Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations

48. Returning versus new readers

49. Referring source statistics

50. Links from other sites

51. Google PageRank

52. The ratio of blog comments to blog posts (where applicable)

53. Total time spent on the site

55. Sentiment Analysus @netsolcares

56. TrackableOffers

57. Conversation? @lettergirl #journchat

58. BIBLIOGRAPHY Naked Conversations, Robert Scoble and Shel Israel The New Rules of Marketing and PR, David Scott Meerman Measuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com) Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, RohitBhargava Groundswell, Charlene Li and Josh Bernoff Twitterville, by Shel Israel

59. Kami Watson Huyse, APR President and COO @kamichat Phone: (713) 568-5750 E-mail: kami@zoeticamedia.com Blog: Communication Overtones, www.kamihuyse.com Web site: www.zoeticamedia.com Copyright 2010 © all rights reserved