Download - Strategy Before Tactics
what is marketing?
a process and set of tools
wrapped in a philosophy for helping an organization do
what it wants to do.
“Social marketing (not social media marketing) is the systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good”
–Philip Kotler (1973)
social media is…
people
relationships
technology
there is too much focus on the…
“A revolution doesn’t happen when society adopts new tools, it happens when society
adopts new behaviours” – Clay Shirky
today’s talk…
Strategybefore tactics…
overall objectives
target audience
Parents of school aged children, living in urban areas, $60K household income
key issues
Reachtraditional channels alone are not fully penetrating the target audience
Sustainabilitytraditional channels are only good for the length of the campaign
desired outcome
Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoing “conversation” surrounding emergency preparedness in Canada
what we did…
training
7 hands-on social media sessions taught over 2 months
social media 101social media monitoringcollaborative toolsstrategic thinkingtactical decision makingfinding the influencersperformance measurement
listening
Gauged existing levels of conversation on various channels
blogospheremicroblogspodcastsphoto sharing sitesvideo sharing sitessocial networks
had to set
benchmarks
“72 hrs” AND “emergency”“emergency preparedness” “emergency kit” “disaster preparedness” “Public Safety Canada” AND “emergency”“get prepared” AND “emergency”
Created a topic profile…
Google Insights
Google Insights
Technorati Blog Search Graph
Twitter Search
YouTube Search
Flickr Search
Podcast Search
Facebook Search
Facebook Lexicon
strategy
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 CanadaGov 2.0 momentumPopularity of online videoPopularity of online news Growing mobile popularity Partner distribution channels
Threats Lack of partner capacity to helpCriticismSecurity/privacy Issues
swot development
niche targeting
“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
measurement
measurable social media objectivesincrease online discussion and search in Canada surrounding “emergency preparedness” and “emergency kit” by 200% over benchmark within 3 months
tactics
chose select few
Common Craft Video
http://www.youtube.com/watch?v=Tx4zelWNygk
Social Media Press Release
Identified influencersBecame part of their communitySent personalized emailsSent out free emergency kitsSent them the SMPR
Mommy Blogger Relations
Leveraging Existing Partners
resultspreliminary
Other metrics just coming in….SMPR listed in 3640 locations8572 video views on getprepared.ca1000+ on youtube (english + french)average website session length has increased (2min 6 min)
next steps…
market development
more engagement
some advice…
begin by listening
start connecting
develop a plan
Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s)Step 2: Gauge Your Existing Web Presence Step 3: Conduct a SWOT AnalysisStep 4: Determine Your Online CompetitionStep 5: Align Your Objectives with the Department’s ObjectivesStep 6: Understand Your Target AudienceStep 7: Choose Relevant Social Media ToolsStep 8: Engage The Influencers SeparatelyStep 9: Measure Performance Step 10: Ongoing Social Media Monitoring and Engagement
work as a team
don’t re-invent
create guidelines
start with the LHF
“Welcome to our website. It is our mission
to serve you.”
don’t be a robot
be respectful
take the plunge
the rest will follow…
questions?
thanks for your time!
Mike KujawskiPhone: 613.731.9851 ext. 12
E-mail: [email protected]
Blog: www.mikekujawski.ca
Twitter: mikekujawski
Theresa WoolridgePhone: 613.946.7055
E-mail: [email protected]
Twitter: twoolridge
where to find us…
