Greater Augusta Chamber of Commerce/WALT Presentation
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public relations • strategic communications • issues managem standing together. moving forward. standing under Creating a Social Media Strategy for your Business Created by Standing Partnership
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Presentation delivered at Waynesboro Area Learning Tree for the Greater Augusta Chamber of Commerce members and friends on Dec. 3, 2010.
Transcript of Greater Augusta Chamber of Commerce/WALT Presentation
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Creating a Social Media Strategy for your Business
Created by Standing Partnership
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Table of Contents
• Overview of the Social Media Landscape• Before You Begin• Elements of a Digital Communications Plan• The Six Ways to Use Social Media to Promote your
Brand and your Business• Scheduling the Steps• Executing the Campaign
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Integrate Social Media?
• Study Shows Small Businesses That Blog Get 55% More Website Visitors
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz130WiTXtQ
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Why Integrate Social Media?
• Search engine optimization• Enhanced awareness• Collaboration and knowledge sharing• Direct conversation• Thought leadership• Instant feedback• Relationships
5
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Social Media Continuum of Tools
PublishConnect Listen Engage
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Focus Efforts on a Few
The “Big Three”
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Before You Begin
• Identify Brand• Determine Parameters• Define Goals
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
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?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Identify Your Brand: Ingredient, Endorser or Destination?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Identify Your Brand
1What is the ONE THING that you can address with authority?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Define Parameters
• Who will manage the community?• Who will contribute?• What are the rules of engagement?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Define S.M.A.R.T. Goals
• Specific• Measurable• Actionable• Realistically high• Time-bound
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
The Six Ways to Use Social Media
1. Create and Maintain Infrastructure
2. Listen
3. Publish
4. Connect
5. Engage
6. Evaluate
6
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
ONE: Develop Infrastructure
• Web site• Blog• Both?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Home Base
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
TWO: Listen
• What are your customers saying about you?
• How do you KNOW?• How can you answer customers’
questions before you’re even asked?
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
TWO: Listen
• The quickest way to monitor content on the Web is to use a feed reader.
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
TWO: Listen -- Tools
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
THREE: 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”
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
“If you’re going to make a sex tape, get your hair done, smile to the camera, because nothing like that ever stays private, so you might as well look good.”
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Connect
• Find people like you• Read lots of content• Learn who makes
up your network
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
FOUR: Connect -- Facebook
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
FOUR: Connect -- Twitter
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Twitter – understand your Klout
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
FIVE: Engage
• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent,
quality content• Create meaningful,
long-lasting relationships
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
SIX: Evaluate and Celebrate Success
• Define Goals
• Measure Progress
• Celebrate Success
https://www.google.com/analytics
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
The Six Ways to Use Social Media
1. Create and Maintain Infrastructure
2. Listen
3. Publish
4. Connect
5. Engage
6. Evaluate
6
public relations • strategic communications • issues management
standing together. moving forward.
standingunder
Thank You
Questions?
www.standingpr.com/blog
http://www.google.com/profiles/marijean.jaggers
