PROFESIONALISME GURU- DON'T FORGET ABOUT INTRINSIC MOTIVATION
Don't forget the strategy!
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Transcript of Don't forget the strategy!
Whatwewilltalkabouttoday
SocialMediaFrenzy PR2.0 Communica>onsstrategy
Integra>onofcommunica>ons
CrisisCommunica>ons
Thegood,thebadandtheugly
SocialMedia
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Morethan50millionusersonLinkedin
TwiHerhasabout106millionusers
55milliontweetsperday! Morethan500millionFacebookusers
35millionFacebookusersupdatetheirstatuseverydayforatotalof60millionstatusupdatesaday
Everyonehassomethingtosay
PublicRela>ons1.0
Newsreleases Mediaalerts Statements EditorialCoverage In‐personnetworking
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PublicRela>ons2.0
SocialMediaplaQorms
Real>me Onlinenetworking 2‐waycommunica>ons
Reachingonlineinfluencers
Socialmedianewsreleases
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WhatdoPRandSocialMediaHaveinCommon?
Clearandconcise Atwo‐wayconversa>on Thoughtleadership Compellingcontent
Authen>c Engagingbypullingyouraudiencein
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Wordofmouth,onlineorinperson,is#1influencer
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“ArecentCornellstudy…foundthat‘experiences’aremorerewardingthan‘things’becauseofthewaypeopletendtoevaluatetheirhappinessbycomparingthemselveswithothers.
Forexample,itiseasiertofeelcrummyaboutsomepossessionofyoursifyoulearnthatsomeoneelsehasasuperiorversionofit.
ExperiencesareinherentlylesscomparaBve,”saysoneresearcher,whichmeanstheytendtobringhappinessregardlessofother’s.”
ByLaniRosalesonApril13,2010
Letyouraudience“experience”yourbrandthroughcommunica9ons
YourCommunica>onsStrategy
Whoareyoutryingtoreach?
Iscommunica>onspartofyouroverallroadmap?
Whatisyourposi>oningstatement?
Howwillyoucommunicateexperience?
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Withoutastrategy…
Ifyoudon’thavearoadmap,youdon’tknowwhereyouaregoing
Ifyoudon’tknowwhereyouaregoing,you’llneverreachyourgoals
Ifyoudon’treachyourgoals,orshowprogress,youmightbelookingforanewjob!
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TheEssen>alelementsofacommunica>onsstrategy
Reviewyoureffortstodate…effec>ve?
Whatdoyouwantyourcommunica>onstoachieve? Visitors Dona>ons Websitetraffic Engagement
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Essen>alelementscont.
Whoisyouraudience?
Anddon’tforgetyourinfluencersorsecondaryaudiences
Whatisyour>meline? Doyourcommunica>onssoundlikeyourbrand“personality?”
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Communica9onsStrategy
Messaging
‐keymessages
‐addresspainpoints
‐tone/context
Engage
‐wheretarget
audiencesarecommunica>ng
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Communica>onsStrategy:CaseStudy
PerformingArtsCenterwantstoraise$5millioninnextyear
On‐goingeventsincludequarterlyshows
Researchshowsthatthegreatestdonorpoten>alisages55‐65
Casestudyisdeveloped(withthisagegroupinmind)
Howdoyoureachthisdemographic? 15
Wherearethesedonorstalking?
Wherearetheygemngtheirinforma>onfrom?
Isthereasecondaryaudience?Influencers?
“Savvybrandsjoincommuni2eswheretheexist,ratherthan
solelytryingtocoaxcustomerstothecorporatewebsitethrough
disrup2vetac2cs.”
‐‐JeremiahOwyang
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CaseStudycont. Pitchastorytothelocalnewspaperforcoveragewhenitis>mely(theyarenotinFlorida)
Facebookpageincludesreachingyoungerlocalswhoareinterestedinupcomingexhibits
Upcomingartexhibitcreatesbuzzwithhaloeffect(todonors)
Adultchildrentalkaboutexhibittoparents(poten>aldonors)
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Integra>onofcommunica>ons Repeatstory/messageinavarietyofwayssodonorcan’thelpbutseeit…andexperienceit.
Thinkabouttheirbehaviors Wheredotheyreadtheirnews?
Aretheysnowbirds? Whodotheylistento?
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S>ckwithcommunica>ons
Itdoesnotstartandstop Frequencyiskey Keepmeasuringtomonitoreffec>veness
Googleanaly>cs Engage Tweakasnecessary It’saconversa>on!
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It’snotaques>onofif,it’saques>onofwhen
Thinkholis>cally Respondinnearreal>me Transparencyincommunica>onsiscrucial
Immediacyisamust Youneedexpertcommunicatorswhoare:
Honest,transparent,forthcoming,reliable
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CrisisCommunica>onscont.
Rememberyourbrand’spersonality Consistencyinmessaging
Whereandhowareyougoingtorespond? Socialmediachannels Blog NewsRelease Video Alloftheabove? 21
Thegood,thebadandtheugly
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On‐goingConversa9ons Numerousinterac>onsonpage
Pos>nginforma>onthattheiraudiencewants
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Communica9onsworkofart
Whythisworks
Unexpected Engaging AwelcometotheirFBpage,muchlikeyouwouldexperienceattheirfrontdoor
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Whatdoesthiswebsitecommunicate?
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Intriguingcontent
BehindthesceneswithDreamGirls
CompellinginterviewwithDirector
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CheatSheet Yourtargetaudienceexpectsengagementandexperience
Haveacarefullythoughtoutcommunica>onsstrategywithmeasurablegoals
Communicatelikeyourbrand–giveitapersonablevoice
Bepreparedforcrisisinmul>pleplaQorms
Today’skeytake‐aways:
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