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How To Build Your 90-Day

Digital Communications Plan

Created by Standing Partnership

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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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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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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.

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Social Media Continuum of Tools

PublishConnect Listen Engage

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Elements of Your Plan

• Identify Brand• Determine Parameters• Define Goals• Develop Infrastructure• Connect

• Listen• Publish• Engage• Evaluate

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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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Week One – Identify Your Brand

1What is the ONE THING that you can address with authority?

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Week One: Define Parameters

• Who will manage the community?• Who will contribute?• What are the rules of engagement?

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Week One: Define SMART Goals

• Specific• Measurable• Actionable• Realistically high• Time-bound

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Week Two: Connect

• Find people like you• Read lots of content• Learn who makes up

your network

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Focus Efforts on a Few

The “Big Three”

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Week Two: Connect -- LinkedIn

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Week Two: Connect -- Facebook

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Week Two: Connect -- Twitter

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Week Two: Develop Infrastructure

• Web site• Blog• Both?

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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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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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Weeks Three to Twelve: Listen -- Tools

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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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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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Week Thirteen: Evaluate and Celebrate Success

• Define Goals

• Measure Progress

• Celebrate Success

https://www.google.com/analytics

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Thank You

Questions?

www.standingpr.com/blog

http://www.google.com/profiles/marijean.jaggers