building a social media strategy - presented for cfma dfw, july 2011
TRANSCRIPT
Building Your Building Your Social Media Social Media
StrategyStrategy
Building Your Building Your Social Media Social Media
StrategyStrategy
Victoria Harres@VictoriaHarres@PRNewswire#PRNewswire
@VictoriaHarres@PRNewswire#PRNewswire
What we’ll cover:
• The Social Media Revolution
• Case studies• Steps forward• Content planning• Engagement
guidelines
• Crisis planning• Internal
considerations • Management tools• Elements of a
social media strategy
• Resources
@VictoriaHarres@PRNewswire#PRNewswire
not your
grandfather’s
social revolution
social revolution
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Broadcasting@VictoriaHarres@PRNewswire#PRNewswire
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EngagementEngagement
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Pew Research Center, June 2011
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80% Business journalists use Twitter
During their workday.
*
50% Business journalists are blogging.
*
>75% Business journalists use Facebook
and LinkedIn for job purposes.
SABEW informal survey 2011
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Dell Listening Command Center
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Gatorade Mission Control
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Gorilla Can Make You Human
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google+google+
linkedinlinkedin
slideshareslideshare facebookfacebook
flickrflickr
twittertwitter
blogblog
yourwebsiteyour
website
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foundation
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Google + Google Alerts
search.twitter.com
Listening
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ADV
MKTG
PR
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PRMKGPR
MKG
CONVERSATION
ENGAGEMENT
USEFULINFORMATION
Editorial GuidelinesEditorial Guidelines
demonstrate your
expertise
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Self Promotion
< 10 %
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Branding
• humanizing• real-time
communication• Real-time crisis
management
Media Relations
• journalists• bloggers• consumers• influencers• …anyone with
Internet access.
PR in web 2.0
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Listening
• Twitter• Facebook• Blogs• Google+• The Internet
Marketing in web 2.0
Giving
• Content• Information• Tips• Leads
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1. Know who you’re
talking to!
2. Be clear and concise.
3. Leave no room for
interpretation.
Engagement Guidelines
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Crisis in Web 2.0
Listen
&
Communicate
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In real time!
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A welcome customer tweet and the challenging road that got us there…
A welcome customer tweet and the challenging road that got us there…
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PRODUCTS
HR
CUSTOMERSERVICE
SALES
EXECUTIVESUITE
MKTG
PR
SocialMedia
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* Who are your key contacts in each department or division?
* Who can make the really big decisions?* Who holds the passwords?* Who in senior management will pick up a
phone and call a client when needed?...after hours?
* Who are your champions in the boardroom?
the internal rolodex
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Guidelines for team members*
Engagement plan*
Team schedule*
Content strategy*
Assignments and duties
elements of a social team strategy
elements of a social team strategy
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* Who is the lead on what?
* Who is your lead listener?
* Who responds? Where and when?
* Who leads on marketing promotions?
* Who contributes what content where?
* Who makes the final call?
* What are the tools?
sharing responsibilitiessharing responsibilities
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The Many Hats of a Social Media Manager
• Publisher• Editor• Copywriter• Customer
Service Rep• Community
Manager• Marketer
• Crisis Communicator
• PR• IR• CSR• Sales• Teacher• Host/Hostess
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FAITH
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employee guidelines =
COMMON SENSE+
TRANSPARENCY+
GENERAL CORPORATE POLICIES
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tools oneforty.com/PRNewswire/pr-toolkit
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Resources• @PRNewswire
• http://twitter.com/#!/prnewswire
• PR Newswire Knowledge Center
http://www.prnewswire.com/knowledge-center/
• PR Newswire Blog http://www.prnewswire.com/knowledge-center/
• Twitter Tools
http://oneforty.com/PRNewswire
• Content Marketing Institute
http://www.contentmarketinginstitute.com/
* More resources provided in handout.
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know your AUDIENCE @VictoriaHarres@PRNewswire#PRNewswire
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Building Your Social Media Strategy
1. Survey the landscape (your audience/your industry)
2. Set reasonable goals3. Decide on measures of success4. Draft your content strategy5. Tap your talent6. Build clear guidelines for employees7. Design a crisis flow chart
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@dfwCFMA thank you!
Image credits:http://exclusive-executive-resumes.com/wp-content/uploads/2009/10/Blueprint.jpghttp://www.webdevtuts.net/photoshop-2/create-a-rocking-blue-print-web-layout/ Universal Pictures image of Alfred Hitchcock from The Birds.
Victoria Harres@PRNewswire