build your 90 day digital communications plan final
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
How To Build Your 90-Day
Digital Communications Plan
Created by Standing Partnership
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Table of Contents
• Overview of the Social Media Landscape• Elements of a Digital Communications Plan• Scheduling the Steps• Executing the Campaign
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Integrate Social Media?
• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Integrate Social Media?
• Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).
• Serves as a tool for internal collaboration and knowledge sharing.
• Allows direct conversation and relationship building with your community.
• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.
4
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Social Media Continuum of Tools
PublishConnect Listen Engage
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Elements of Your Plan
• Identify Brand• Determine Parameters• Define Goals• Develop Infrastructure• Connect
• Listen• Publish• Engage• Evaluate
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week One – Identify Your Brand
• Who are you? • What business are you in? • What people do you serve? • What are the special needs of the people you serve? • With whom are you competing? • What makes you different from those competitors? • What’s the benefit? What unique benefit does a client
derive from your service?
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week One – Identify Your Brand
1What is the ONE THING that you can address with authority?
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week One: Define Parameters
• Who will manage the community?• Who will contribute?• What are the rules of engagement?
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week One: Define SMART Goals
• Specific• Measurable• Actionable• Realistically high• Time-bound
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Connect
• Find people like you• Read lots of content• Learn who makes up
your network
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Focus Efforts on a Few
The “Big Three”
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Connect -- LinkedIn
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Connect -- Facebook
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Connect -- Twitter
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Develop Infrastructure
• Web site• Blog• Both?
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Two: Listen
• What are your customers saying about you?
• How do you KNOW?• How can you answer customers’
questions before you’re even asked?
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Weeks Three to Twelve (and beyond): Listen
• The quickest way to monitor content on the Web is to use a feed reader.
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Weeks Three to Twelve: Listen -- Tools
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Weeks Three to Twelve: Publish
• “Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”
— Robert Scoble and Shel Israel
“Naked Conversations”
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Weeks Three to Twelve: Engage
• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent,
quality content• Create meaningful,
long-lasting relationships
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Week Thirteen: Evaluate and Celebrate Success
• Define Goals
• Measure Progress
• Celebrate Success
https://www.google.com/analytics
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public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Thank You
Questions?
www.standingpr.com/blog
http://www.google.com/profiles/marijean.jaggers