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Social Media Planning
Putting the Public Back in Public Relations Solis • Breakenridge
Strategy & Planning for Successful Social Outreach
What keeps communications executives up at night?
“Communication professionals are clearly aware of the challenges and want to adapt and evolve with the changing landscape; however, many are finding that planning is more difficult.”
Vocus PR Planning 2010 Survey Results
Vocus: PR Planning for 2010 Survey
Vocus: PR Planning for 2010 Survey
United States
Putting the Public Back in Public Relations Solis • Breakenridge
What keeps communications executives up at night?
Trying Times: 64% Cautious Optimism: 42% Technology 51%
& Process: 63% SM Key Focus: 80% PR/Marketing: 64%
Vocus: PR Planning for 2010 Survey
Putting the Public Back in Public Relations Solis • Breakenridge
Vocus: PR Planning for 2010 Survey
United States - 57% SEO
- 63% Leveraging Video & Multimedia
- 56% Viral or Word of Mouth
- 58% Measuring Results
- 80% Social Media
Putting the Public Back in Public Relations Solis • Breakenridge
Vocus: PR Planning for 2010 Survey
United States - 18% Strategic
Communications – Primary
- 24% Marketing Communications – Primary
- 21% Media Relations – Primary
Putting the Public Back in Public Relations Solis • Breakenridge
Vocus: PR Planning for 2010 Survey
Social Media was referenced nearly 600 times of the 1,571 responses Vocus received.
What is the SINGLE most important thing you, as a PR professional, will do differently in 2010, than you did in 2009?
Putting the Public Back in Public Relations Solis • Breakenridge
A New Approach to Advocacy
Source: Forrester
The Roadmap
Strategy/Planning – A Two-Pronged Approach
Influencers
Objec-ves Audience Profile
Baseline Tools
Messaging/Content
Strategy starts with listening, observance and evaluation:
• Situation Analysis
• Public Profile • SWOT
Strategy/Planning – A Two-Pronged Approach
The Fix The Policy
New Programs
Situation Analysis evaluates the current social media program and provides recommended strategies/tactics moving forward:
Strategy/Planning – The Situation Analysis
• Overview of the network participation • Recommendations based on search and brand listening exercise
• Recommendation based on content shared
The SWOT Analysis:
Strategy/Planning – SWOT
• Strengths: Internal strengths – attributes of the organization? • Weaknesses: Internal weaknesses – internal obstacles that hinder the program?
• Opportunities: External opportunities – what externally will help the program succeed?
• Threats: External challenges – what current and future threats do you face?
Strategy/Planning – The Public Profile Identify different groups you want to reach and answer the following questions:
• Who is this group? Paint a clear picture. • What are the opportunities and benefits of
interacting with this group? • Where is this group congregating? • How do you determine the groups/networks
influence? • What are the key issues/concerns/needs of this
target public?
Objectives need to be high level and aligned with the goals of the organization
Strategy/Planning – Higher Level Objectives
Strategy/Planning: Objectives
Based on your objectives, what are you measuring?
• Leads/sales – Track the prospect (from friends to customers).
• Membership/registration – Long term commitment to a program
• Relationships – Convert relationship to loyal customer (referrals)
Based on your objectives, what are you measuring?
• Calls to action – Tweet/retweet/blog/share • Conversations – Analyze sentiment/research/trending
topics • Endorsements – Relationships w/influencers • Engagement – Participate in a community/time spent interacting
• Education –Survey to find level of learning • Authority/Ranking – Follow/comments • Traffic – Drive traffic to website
Strategy/Planning: Objectives
The Strategy Wheel
The ���Conversation ���Prism
The ���Conversation ���Prism
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
It Starts with Listening and Observation
Putting the Public Back in Public Relations Solis • Breakenridge
Strategy: Channel/Distribution Where do groups congregate? How can we reach them?
• Social Media Channels • Blogs • Social Networks • Micro Networks • Niche Networks
• Social Media Releases vs. Wires • Viral Marketing/Word of Mouth • Events/Virtual • Mobile
Strategy: Content Creation/Communication Participate as a part of the community, position the brand as a resource:
• Note preferred content (video, podcasts, blogs) • Tie content to the outcomes that the company wants to
achieve. • Check the company’s resources :
• Time commitment of team • Thought leaders participation • Technical capability to create blog, audio, video, etc.)
Strategy: Content Creation/Communication
Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:
• Blog posts and their comments • Video posts • Podcasts • Photos shared in Flickr • Document on DocStoc • Bookmarks on Delicious • Votes on Digg • Etc.
Strategy: Content Creation/Communication
Use Social Media Optimization (SMO) and create social objects as catalysts for conversations:
Strategy: Measurement/Engagement What type of ROI are you measuring?
• Leads/Sales • Brand Lift/Awareness • High Value Interactions
• Membership/Registration • Conversations/Participation • Education • Authority/Thought Leadership • Perception
• Traffic/Analytics
Strategy: Measurement/Engagement
Where the “I” in ROI represents a different type of investment*:
• Return on Engagement • Return on Participation • Return on Involvement • Return on Attention • Return on Trust
*Brian Solis: The Maturation of ROI
The International Recovery Group
BEFORE
BEFORE
We Are Not ….
AFTER
Strategy – The Target Public Profile Three target groups:
• Bankers • Lawyers • Affluent Business People/Consumers
Strategy – The Target Public Profile
Strategy – Monitoring/Tracking
Strategy – Monitoring/Tracking
Strategy – Channels/Distribution
Strategy – Channels/Distribution - Quantcast
Strategy – Channels/Distribution - Quantcast
Strategy – Integrating Traditional with Social
Traditional Coverage Included:
• Fox & Friends • Bloomberg TV • The Today Show • 94 WYSP Philadelphia • KSRO Radio Sonoma County • 101 WRIF Radio • Big 105.9 in Miami • 970 WFLA in Tampa
Strategy – Integrating Traditional w/Social
• Share Radio/TV interviews in web communities. • Integrate audio/video from shows in an interactive newsroom. • Create video blogs from the green room at each at each station. • Set up a YouTube channel for all of the IRG videos. • Share YouTube videos in Recovery News. • Discusses the company’s Get R&R Blog in Recovery News. • Follow bloggers and the media on Twitter.
Strategy – Integrating Traditional w/Social
Engagement Strategy/Influencers
Content/Communication Strategy
Strategy – Monitoring & Measurement
Strategy – Monitoring & Measurement
Strategy – Measurement
Strategy – Measurement
Strategy – Measurement
Strategy – Measurement
Strategy – Measurement
Thank you! Any Questions? Please feel free to contact me.
Deirdre Breakenridge: Email: [email protected] LinkedIn: http://linkedin.com/in/deirdrebreakenridge Facebook: http://profile.to/deirdrebreakenridge Twitter: www.twitter.com/dbreakenridge
Putting the Public Back in Public Relations Solis • Breakenridge
