Woolridge presentation 201005
description
Transcript of Woolridge presentation 201005
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Developing and Implementing a Social Media Strategy…
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where we began
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Social marketing campaignlaunched in 2006 with baseline research in hand
P a r l i a m e n t a r y e n g a g e m e n tA d v e r t i s i n gP a r t n e r s h i p sW e b
I n t e r n a l c o m m u n i c a t i o n sM e d i a r e l a t i o n sE v e n t m a r k e t i n gS o c i a l m e d i a
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existing content
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D i s a s t e r - s p e c i f i c g u i d e sO n l i n e v i d e o sP o s t e r s
E m e r g e n c y p r e p g u i d eN a t u r a l h a z a r d s m a pB a n n e r s
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overall objectives
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target audience
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Parents of school aged children, living in urban areas, $60K household income
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key issues
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Reachtraditional channels alone are not fully penetrating the target audience
Sustainabilitytraditional channels are only good for the length of the campaign
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desired outcome
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Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoing “conversation” surrounding EP in Canada
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what we did…
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training
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7 hands-on social media sessions taught over 2 months
social media 101social media monitoringcollaborative toolsstrategic thinkingtactical decision makingfinding the influencersperformance measurement
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listening
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“72 hrs” AND “emergency”“emergency preparedness” “emergency kit” “disaster preparedness” “Public Safety Canada” AND “emergency”“get prepared” AND “emergency”
Created a topic profile…
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Gauged existing levels of conversation on various channels
blogospheremicroblogspodcastsphoto sharing sitesvideo sharing sitessocial networks
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Google Insights
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Technorati Blog Search Graph
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YouTube Search
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Flickr Search
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Facebook Search
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Twitter Search
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strategy
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Strengths Internal social media knowledgeManagement supportCo-op student accessExisting interesting contentStrong partnershipsExisting social marketing strategy
Weaknesses Lack of clear guidelines & policiesLimited human resourcesLack of IT support
Opportunities High social media usage in CanadaPopularity of online videoPopularity of online news Growing mobile popularity Influencer communityGov 2.0 momentum
Threats Lack of partner capacity to helpCriticismSecurity/privacy issues
swot development
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“There are over 36 million “mommy bloggers” of which nearly 50% have contributed to a cause or political campaign. They are one of the most politically active groups online. Moms have been calculated to spend
over 2 trillion dollars on products and services in a given year.”
targeted influential Canadian mommy bloggersidentified through various top 10 liststechnorati “authority” scorescompete.com traffic rankingsaverage commentsinbound links
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tactics
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chose select few
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Made-for Web “Common Craft” Video
http://GetPrepared.ca
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Social Media Press Release
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Identified influencersBecame part of their communitySent personalized emailsSent out emergency kitsSent them the SMPR
Mommy Blogger Relations
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results
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Word Cloud
wordle.net
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Leveraging Existing Partners
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Other metricsSMPR listed in 3640 locations8572 video views on GetPrepared.ca2500+ on Youtube (English + French)average website session length has increased (2min 6 min)
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Channel Metric ToolsVideo posted to YouTube
•Total mentions•Org-initiated mentions•Consumer-initiated mentions•Total impressions•Org-initiated impressions•Consumer – initiated impressions•Embeds•Rating•Comments•Links to•Favourited•Tags•Responses•Honours•Spoofs
YouTube Statistics & Insights Tool
Blog Engagement •Total links pointing to “getprepared.ca” in the blogosphere•Total blog posts tagged with a pre-determined tag such as “getprepared”.•Overall conversation level surrounding the set topic profile.
Technorati and Google Blog Search
Twitter Participation
•Number of followers•Number of @ references•Number of “Direct” messages•Number of “re-tweets”
Twitter & Twitter Counter
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next steps…
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more engagement
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monitoring platform
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lessons learned…
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start with the LHF
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begin by listening
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start connecting
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develop a planStep 1: Clearly Define the Key Issue(s) and Desired Outcome(s)Step 2: Gauge Your Existing Web PresenceStep 3: Conduct a SWOT AnalysisStep 4: Determine Your Online CompetitionStep 5: Align Your Objectives with the Organization’s ObjectivesStep 6: Understand Your Target AudienceStep 7: Choose Relevant Social Media ToolsStep 8: Engage The Influencers SeparatelyStep 9: Measure PerformanceStep 10: Ongoing Social Media Monitoring and Engagement
And then do what is within your means…
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work as a team
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questions?
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Theresa WoolridgePhone: 613.946.7055E-mail: [email protected]: twoolridge
Special thanks to our consultant:
Mike KujawskiE-mail: [email protected] Blog: www.mikekujawski.ca Twitter: mikekujawskiWebsite: www.cepsm.ca
where to reach me…