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TechnologyStrategy

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SoftwareSelection

Social Media Strategy

Lasting Partnerships | Enterprise Thinking | Creative Design | Agile Implementation

Business Intelligence

CommunicationStrategy

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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