strategy, tactics, planning and measurement
Post on 16-Apr-2017
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Strategy, Tactics, Planning & Measurement@MakalaJohnson
DefinitionsStrategy: Reaching out to whom and why
Tactics: When and how to connect
To Choose Tools:
Strategy development involves:
Identifying audience(s) Who do you reach now?Who do you want to reach?
Clarifying goal(s)What do you want your audience(s)to know/learn/do?
Developing message(s) What do you want to convey?
Strategy Reality CheckAudience(s)Identified accurately and precisely? Accounted for differences within groups?
Goal(s)Where do we want to be? By when? Achievable? What/who is in the way?Success measurable?
Message(s):Clear and jargon-free?Actionable?
Audiences:Patients, caregivers, physicians, allied health professionalsGoals:Learn more about hospitalChoose practitionerPre- and post-operative care infoDisease managementMessages:Not: state of the art cutting edge Board certifiedInstead: contribution to community, reputation for specialties
Tactics Crafting tactics involves:Knowing how your audience learnsDiscovering where your audience is onlineIdentifying optimal times to connect
TrackMaven: Best Times to Post:http://slidesha.re/1o9buki
Tactics Reality CheckLearning StyleVisual/Auditory/Kinesthetic?Special Needs
TimingLife/work scheduleCalendar considerations/Seasons
Gateways to learning: visual (seeing and reading), auditory (listening and speaking), kinesthetic (touching and doing)
Best PracticesDevelop a strategy and craft tacticsbefore choosing social media tools.
Start with this:To avoid this:
Inefficiencies are opportunities with flashing lights
Best PracticesIntegrate social media across all platforms website, e-newsletters, email blasts, print, direct mail, etc.
Style and tone consistent across platformsEach platform invites engagement with every other platform
Is anyone doing this now in any way?What could an example be of this?
Strategy Document: The Plan
Goals: Aligned with organizations mission; include timelineResources: Human, technology, $$Measurement: To reduce uncertainty about strategic decisionsbefore and after
Douglas W. Hubbard, How to Measure Anything: Finding the Value of Intangibles in Business
Measurement only matters when making or evaluating decisions.
For every decision, you have a chance of, and cost for, being wrong.
But thorough planning and measurement, even when not strictly necessary, saves time and effort if you need to make the case later.
Developing Your PlanStart with your job, your organizations mission or a key organizational strategy.
What were you hired to do?Why does your organization exist?What has leadership identified as key to future health/success?How can social/digital tools help you achieve these goals?
Quick cost and benefit analysis:
Cost of shooting and editing: