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: dbreakenridge@marketmango.com 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