don't forget the strategy!
DESCRIPTION
It's so easy to skip right to the fun tactics in PR and social media but it's the communications strategy that sets the course. Lisa Cruz shares some insights on how to better reach your target audience.TRANSCRIPT
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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