communications & social media strategy
TRANSCRIPT
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Communications Strategy
Approach
BackOffice Thinking Brad DeForestCreative Director
Paul KeoganCEO
- A - STRATEGY★ Audience★ Communication Goals, KPI★ Cross Functional
○ Development goals, KPI○ Other orgs
- B - PLAN★ How do we achieve goals?
○ Rule of Thirds★ Organizational Cycles, Timing★ Type of media★ Style/Branding/Messaging
- C - TACTICS★ Monthly tactical plan for specific media★ Measure★ Adjust
Com
mun
icatio
ns
Plan
ning
Fr
amew
ork
Communications Strategy
Community● In your database● attends your events● connected on Facebook,
Twitter, LinkedIn● physically in your area
Network● Community of your
community● You don’t know and
cannot connect directly● Convert the network to join
the community
Crowd● People unaware of your
organization● Receives your messages
via the network
This graphic is based on a chart from Amy Sample
Ward’s book: Social Change Anytime Everywhere
Alpha Campaign Strategy
Reach the world for your cause!
Alpha Audience: Those people in your community who are most engaged with your organization and mission.
Focus on your "alpha" audience first who will in turn reach their community.
Target influencers
Don't try to directly reach the general public. Let your alpha audience and influencers spread the word.
Custom Audiences in Facebook
This graphic is based on a chart from Amy Sample
Ward’s book: Social Change Anytime Everywhere
CampaignReach
Rule of Thirds
Expertise Promotion Impact
Social Media Platforms & DevicesDefine based on your audience segment and objectives.
Content & MediaSummarize creative pitch and develop text copy and graphics.
Engagement & ConversationDefine plans to engage and interact with audience.
Measuring ResultsDefine key performance indicators (KPI) and how you plan to measure success.
Social Media
Campaign Road Map
Budget & Resources
Content Map& Schedule
Objectives & GoalsDefine your primary “business” objective. No more than 3 and
make very specific.
...
Beyond Social and Offline Marketing Plans
Social media campaigns need to be supported by other media including online and offline channels like email,
blog, postal mail, phone, and print.
Target AudienceDefine audience to be reached. Be very specific. You can have
more than one with segmentation.
Target Audien
ceB
Target Audien
ceA
1
2
3
45
Keys to Developing Social
StrategyFocus on awareness not on direct fundraising.
Focus on engaging not informing.
Focus on visuals not paragraphs.
Focus on targeting not the number of followers.
** Utilize communication professionals: graphic artists and writers can make a difference.
Communication StrategySocial Media Strategy
...
Next Steps?
We focus on your technology, so you can focus on your mission
WebDesign
TechnologyStrategy
CRM Implementation
ComplexInitiatives
SoftwareSelection
Social Media Strategy
Lasting Partnerships | Enterprise Thinking | Creative Design | Agile Implementation
Business Intelligence
CommunicationStrategy
EcommerceSolutions
BackOfficeThinking.com