online communications strategy_2011
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TRANSCRIPT
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online communications strategywith Demetrio Maguigad
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Connecting the Community with Media, the Workshop promotes news that matters!
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thinking strategically
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how do you fix a broken sink?
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think strategically act tactically
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the social webshould have a social strategy
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the social web It’s like…
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The high school dance
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The high school dancePreparation & PresentationListening & MonitoringParticipating
Sharing
Asking
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online communications strategicplanning
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elements of an online communications strategic plan
Statement of Purpose
Goals & Objectives
Impact of Achieved Outcomes
Output & Outcomes
Audience & Scope
Marketing
Resources & Governance
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statement of purpose
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goals & objectives
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four basic goals
to informto educateto persuadeto entertain
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objectivesto inform 25% of our email subscribers how to register for our event
to educate 60% of our website visitors about our email newsletter
to persuade 40% of visitors to a landing page to sign up for our email newsletter
to provide all of our users of our website a positive experience and increase returning users by 30% in one month
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audiencetarget
peripheral
potential
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marketing
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output & outcomes
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tactics = tools + time
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listeningand monitoring
participatingin conversations
generating buzz
creating andsharing multimedia content
nurturinga community
tools
time
tactics
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governance
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social media policy
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a social media policy defines and sets guidelines for…who is communicating online
what is to be communicated
how and where organizational messages are communicated
what is NOT to be communicated
demonstrating and strengthening the organizational voice,it’s values and over all brand
Preventing communications crisis or procedures for handling crisis
much more…
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impact
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mapping sessions
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city of Kitchener, CA
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push + pull = control
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Q + A
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online communications strategywith Demetrio [email protected]