how to plan and implement a digital pr strategy

Sendible & Meritus Media How to Plan and Implement a Digital PR/Social Media Strategy

9th November 2016

Luke Knight Partnerships Manager, Sendible Sally Falkow CEO, Meritus Media

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Digital PR Strategy – 10 Steps to Success

1. Monitor/Research 2. Analyze 3. Influencer CRM 4. Goals 5. Content Ideas 6. Optimize 7. Content Creation 8. Distribution 9. Tracking Content 10. Measuring Results

Sally Falkow CEO, Meritus Media @sallyfalkow

1. Monitor/Research

“Know before you go” • Brand mentions • Competitor mentions • Keywords and phrases • Hot industry topics • Hashtags • Trends • Content Gaps

2. Analyze

• Sentiment • Needs • Intent • Information/content gaps • Influencers

3. Influencer CRM

• Segmenting • Keeping in contact

4. Goals

• Collaborate • Share reports and analysis • Align PR/social Media KPI’s with business goals

5. Content Ideas

• Draw from your research • Response to needs and content gaps • Look for ways to fill info needs and meet

intent statements • Content inventory –photos, print, video • Possible repurposing • Digital asset management

6. Optimize

• Content libraries • Digital asset management

7. Content Creation

• Images • Video • Articles • Blog Posts • Social Media Posts

– Facebook – LinkedIn – Instagram – Pinterest

8. Content Distribution

• Scheduling • Queues • Automation

8. Content Distribution

8. Content Distribution

OWNED • Blog • Newsroom • Email • Social Accounts

EARNED • The Media • Influencers • Other Blogs • Online News Sites • Content partnerships

PAID • Wire service • Social Ads • Branded/Native Content • Recommended stories • Remarketing

SHARED • Social Media • Word of Mouth

8. Content Distribution: News

8. Content Distribution: Blog

8. Content Distribution: Earned Media

• Custom List of Reporters • Custom list of Bloggers • Custom list of Influencers on

social media • Guest posts • Branded content

8. Content Distribution: Paid Media

• Social advertising • Native advertising (branded content) • Paid posts on blogs • Recommended articles • Remarketing

8. Content Distribution: Shared Media

Shared Content Optimization is the process of adding relevant hashtags, commentary, questions, and media to spark engagement and increase social shares. Before you distribute optimize every piece of content to maximize the potential for sharing and amplification of your message.

9. Tracking Content

• Add parameters to a link and track in Google Analytics

• See spikes in traffic to content on blog, newsroom and website

• Track visits from social content • Track content being shared • Analytics on social sites

10. Measure Results

• Get agreement on what matters • Define (and refine if necessary) expectations • Set metrics that show how PR has delivered on

these expectations • Know the benchmark • Measure what is working and what is not

10. Measurable Goals

What should occur – by when – in a measurable form Increase engagement (likes, comments and shares) on the Touro Facebook page by 50% in the next three months. Increase visits to the Touro Newsroom by 35% in the next six months

10. Measurable Goals

Sendible Reporting

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