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Rethinking Social Media II September 29, 2011

Rethinking Social Media II September 29, 2011. Communications Planning. Getting Organized and Making a Plan. Brand and Reputation. Brand. Brand is more than a logo and tagline; it is the promise you make and sets up expectations for consistent experiences. Relationships.

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Rethinking Social Media II September 29, 2011

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  1. Rethinking Social Media IISeptember 29, 2011

  2. Communications Planning Getting Organized and Making a Plan

  3. Brand and Reputation

  4. Brand Brand is more than a logo and tagline; it is the promise you make and sets up expectations for consistent experiences.

  5. Relationships (Internal and external) = The individuals, groups, stakeholders and other influencers that influence your progress.

  6. Reputation Whether people believe you fulfill the brand promise and how it influences attitudes and behaviors toward your organization and its products/services; reputation evolves over time, but can be quickly destroyed.

  7. Where Are You in the Process?

  8. Research and Defining the Challenge

  9. Step One: Program Goal • The problem, concern or opportunity • What’s the desired situation? • Research examples: • GoogleNews/Blogs • Social Media Monitoring • Radian6 • Search Engine Optimization

  10. Social Media Listening Dashboard • Social Networks • Blogs • Social Ads • Micro-Blogs • RSS Feeds • Wikis • Applications • Social Bookmarking • User Generated Content • Multi-Media Sharing • Tagging • Forums • Communities • Widgets

  11. Radian6/Social Media

  12. Radian6/Social Media

  13. Step Two: Situation Analysis • Both Internal and External • What’s happening now? • Positive /Negative • Who’s involved and/or affected and how?

  14. Toolkit Application • Opportunity to provide resources on reduction and reuse • A lot of people tend to accumulate “stuff” when they’re going through life changes (marriage, children, etc.) and at a younger age • People don’t like to be told what to do; but they enjoy ads that make them laugh.

  15. Planning

  16. Step Three: Target Publics • Who must the program respond to, reach and affect? • Internal Audiences • External Audiences

  17. Step Four: Objectives • What must be achieved with each public to accomplish the program goal? • Informational or Motivational? • Contains four parts: • Audience • Behavior/Action • Measurement • Timeframe

  18. Step Five: Action and Communication Strategies • What changes must be made to achieve objectives? • What message content must be communicated to achieve objectives? • Key messages answer what publics must know and believe to act in accordance with the goals and objectives. • What media/channels best deliver content to target publics?

  19. Toolkit Application: Activity Matrix

  20. Toolkit Application • Target Age 18-34 • Inspire and educate them on reduction and reuse; motivate them without telling them what do to • You don’t have to buy green to be green, just buy less!

  21. Implementation: Taking Action and Communicating

  22. Step Six: Tactics • Program Implementation Plans: • What are the specific communications mediums/channels and tools/materials that will be used? • E.g., website, event, brochure, Facebook, news release, poster, feature story, blog, etc.

  23. Social Media Tactics

  24. Step Seven: Timeline • Who will be responsible for implementing each of the action and communication tactics? • What is the sequence of events and the schedule?

  25. Toolkit Application: Resources

  26. Step Eight: Budget • How much will the program cost? • Time • Hard costs (out of pockets) Implementation

  27. Evaluation

  28. Step Nine: Measurement • How will the outcomes specified in the program goal and objectives be measured? Evaluation

  29. Step Ten: Feedback and Program Adjustment • How will the results of the evaluations be reported to management teams and used to make the program better? Evaluation

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