strategic communication planning
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Presented at the 2011 National HIV Prevention Conference, August 15 2011.TRANSCRIPT
Strategic Communication PlanningNational HIV Prevention Conference• August 15, 2011Michelle Samplin-Salgado, JSIMindy Nichamin, JSIHadiza Buge, CDC
Connect. Create. Collaborate. Engage.Listen.
Listen.
•Who will you listen to?•What will you listen about?•How will you share what you learn?•How will you use what you learn?
Engage.
•Who is empowered to engage?•Who will you engage with?•What is the goal of engaging?•How will you address negative comments?
Create.
•What content will you use?•How often?•What skills do you have?•What skills do you need?
Connect.
•How will your organization represent itself?•Who will develop/repurpose the content?•How will it integrate withyour organization?
Who are you trying to reach?*Pew Internet & American Life – resource for who is using which technologies
+ you
Increased real feedback and discussion
Drive traffic to your site or share information.
Build email list.*
* Worth it if your audiences use email
Promote events.FACEBOOK
Encourage people to take action
– Volunteer– Advocate– What else?
+ you
Connect with like-minded organizations
Connect with the media
Ask questions
Engage people with frequent updates
Provide real-time updates
Coordinate a group in real time
+ you
BLOG
Publicize your expertise
BLOG
Promote your cause or educate
BLOG
Tell stories about your work*
* Connect supporters to your cause
BLOG
Engage people in your decisions
BLOG
Promote your website and online information
+ you
PHOTO SHARING SITES
Getting and displaying group photos
PHOTO SHARING SITES
Participating in group photo pools
200 of Alabama A& M Students in this Mosaic. We are all Facing AIDS Together.
+ you
VIDEO SHARING SITES
Encouraging conversation around video
VIDEO SHARING SITES
Spreading the word
VIDEO SHARING SITES
Voting for video
VIDEO SHARING SITES
Ask people to provide videos
VIDEO SHARING SITES
Host a video channel
+ you
CDC and AIDS.gov mobile site
HIV/AIDS Service Locator
Making it happen
Who are you trying to reach??
PEOPLE:
What do you want to accomplish? (Decide on your objective before you decide on technology. Then figure out how to measure it.)
OBJECTIVES:
How will you meet your objectives?(Consider your overall communications plan, organizational culture, and capacity)
STRATEGY:
What’s an appropriate technology?(A wiki. A blog. A widget. Once you’ve defined your audience, objectives, and strategy, you can decide.)
TECHNOLOGY:
Build Internal Support
• Involve key leaders• Start small/experiment/pilot-basis• Provide and ask for stakeholders’ feedback • Develop policies• Highlight successes• Conduct internal trainings
What would success look like to YOU?
• What’s the purpose?• How’s it measurable?• What defines success?
Making It Real• Goal: Increased number emails on list for
fundraising and marketing purposes.• Measurable?
– % increase in the email list– # of people who say they joined email list because
of something they saw on a social media channel– % increase in the email list
• Success? – 10% increase of people on your email list during
a list-building promotion through social media
Facebook Insights
A Day in the life of AIDS.gov
8:30 a.m. Monitor: blog comments, social network sites, Twitter.
9:30 a.m. Listen: read blogs, alerts, look for new information.
10:30 a.m. – 12:30 p.m.
Content creation: work on next blog post, update SNS as needed, develop promotional tools.
Throughout the day:
Check: any ongoing campaigns, keep an eye on Twitter, coordinate efforts.
Remixed from the WeAreMedia Project www.wearemedia.org and NTEN. Project funded by the Surdna Foundation
New Media at CDC
• Given recent budget cuts how can CDC help you implement social media in your HIV prevention work and campaign?
• Take advantage of CDC social media tools to promote your HIV prevention efforts.
• Social Media Toolkit for consumers and CDC partners available online.
New Media at CDC (cont’d)
• Best Practices: Refer to these guidelines for information on clearance and security requirements, best practices and lessons learned in planning social media activities at CDC.
New Media at CDC (cont’d)
• Coming soon: HIV specific social media from CDC. Will be able to repurpose information.
• Coming soon: Apps for mobile devices that allow consumers to access and share CDC info on the go.
New Media at CDC (cont’d)
Things to be aware of: content syndication for both classic and mobile sites (alleviates the need to create content).
cdc.gov/healthcommunication/ToolsTemplates/SocialMediaToolkit_BM.pdf
wearemedia.org
AIDS.gov/using-new-media
Idealware.org/reports/socialmedia