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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