Download - Mindmap Digital Media Plan
BRAND TOUCHPOINT MATRIX
Personal High engagement /“hands on”
Mass Market Brand Building/awareness
Quick Interactions
Multiple /Long term
Interactions
Website
Community Outreach
FaceBook Page
Printed Material
Branded Product
Print Ad
FB Ads
Community
Treatment Facility
PSA Campus
You Tube
Podcasts
Transit Ads
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Persuasion Architecture
Owned Media
Earned Media
Paid Media
2
website
Social Media
To launch and grow the Mindmap brand to reduce DUP in Bethany, Woodbridge, Hamden, Orange, North Haven, East Haven, West Haven, and New Haven.
Plan • To create content on key social media sites to show Mindmap as a thought leader in early detection of mental disorders
• Segment focus will be two key audiences 16-22, and 23-35 • Target stakeholders to include Education, Mental Health Services,
Primary Care, Youth Organizations, Social Welfare and Judicial groups within the 8 towns
Platforms Facebook Twitter Google + Pinterest Instagram YouTube SlideShare LinkedIn
Objective
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Social Media - Facebook
• Cultivate relationships with community • Build Mindmap brand awareness • Lead generation and client acquisition • Share a mix of relevant links, blog posts, and engaging content • Promote upcoming events • Listen and respond to relevant conversations • Engage with influencers
Objectives
Action items √ Set up list of partner organizations and cross post onto supporting groups √ Set up Facebook admins and establish policy
Key Metrics • X number of posts per day • Page shares • Likes • Engagement and comments • Referring traffic
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Social Media - Twitter
• Mindmap brand awareness • Key platform for media partnerships • Identify key influencers in stakeholder categories • Share a mix of relevant links, blog posts, and engaging content • Communicate issues to support team and ensure follow-up • Listen and respond to relevant conversations • Create relevant hashtags and promote
Objectives
Action items √ Create list of preferred tags e.g. #headcheck, #checkin √ Utilize promoted tweets and pinned tweets √ Set up Twitter Lead Generation cards √ Segment influencers and create lists
Key Metrics • X number of posts per day • Hashtag usage • Followers, mentions and retweets • Engagement and comments • Referring traffic • Influence of followers
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Social Media - Google+
• Brand awareness and engagement • Lead generation or client acquisition • Share a mix of relevant links, blog posts, and engaging content
Objectives
Action items √ Optimize for SEO and set up Google authorship √ Create and promote upcoming events √ Utilize Google+ hangouts
Key Metrics • X number of posts • Google+ circle adds/follows • Google+ mentions • Google +1 • Referring traffic • Hangout participation
6
Social Media - Pinterest
• Brand awareness and engagement amongst women (the most desirable gender as they make/influence most family decisions around health)
• Lead generation or client acquisition • Share a mix of relevant imagery—both brand-related and fun
Objectives
Action items √ Create boards showcasing our marketing messages √ Follow other organizations, thought leaders and partners
Key Metrics • Pins • Repins • Followers • Referring traffic
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Social Media - Youtube - Instagram
• Viral sharing • Showcase company culture and events • Create a video series to share
Objectives
Action items √ Create themes and production style √ Determine distribution channels √ Create social strategy for promotion √ Get customers, partners, and influencers involved in video creation
Key Metrics • Views • Shares • Referral traffic • Pages ranking on key terms from YouTube
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Social Media - LinkedIn
Enhance peer to peer relationships with our target stakeholders organizations in Education, Mental Health Services, Primary Care, Youth Organizations, Social Welfare and Judicial groups
Objectives
Action items √ Create and join relevant groups √ Use the publishing platform to build authority and connect with target stakeholder groups √ Monitor and participate in Q&A √ Set up sponsored posts and ads
Key Metrics • X number of posts per week • Page follows • Comments, likes, and shares • Group participation • Referring traffic • Lead generation/new customers
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Social Media - SlideShare
• Showcase Mindmap thought leadership with links to LinkedIn • Sharing presentations to outreach target stakeholders to include Education, Mental Health Services, Primary Care, Youth Organizations, Social Welfare and Judicial groups
Objectives
Action items √ Determine ownership for visual content on SlideShare √ Work on regular SlideShare presentation creation √ Use the forms feature in SlideShare so you can sync leads to your marketing automation platform
Key Metrics • X number of presentations • Followers • Views • Shares • Lead generation and client acquisition • Downloads • Favorites
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Social Media - Email
Develop a email data base to send monthly newsletters and communicate the mindmap brand messages and updates
Objectives
Action items √ Create stakeholder personas and develop different mailing lists to each √ Create editorial calendar and curate content to suit
Key Metrics • X number of email addresses • Open rate • Click thru rate • Lead generation and client acquisition • Shares
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Social Media - Monitoring
Hootsuite and Sprout Social are social media management dashboards that provide for scheduling, monitoring and measuring.
Objectives
Action items
• Listen to relevant conversations across multiple platforms • Keep track of conversations initiated by Mindmap and answer
questions • Monitor conversations initiated by others as see where Mindmap could
fit in or add value • Establish “damage control” protocol
√ Assign ownership of each channel/strategy to someone within mindmap √ Create client personas √ Train your teams to use social media for lead generation and customer acquisition √ Create a social media policy and distribute it to your employees
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Action items
Social Media Advertising
While organic social is a critical part of Mindmaps comprehensive social strategy, on its own, it will not get traction. With paid ads and sponsored content, we can reach beyond our social media following in a very targeted way in Bethany, Woodbridge, Hamden, Orange, North Haven, East Haven, West Haven, and New Haven. FaceBook will be the main channels for the reasons below.
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Social Media Analysis
Website performance and behavior will be monitored via Google analytics. Its the key to getting to know our audience by following their behavior on the website.
Google Alerts will be used to track use of key words and keep us informed on key topics.
Use the Facebook reporting tools to analyze the Facebook audience and what content they engage with the most. This will be Mindmap’s on going focus group.
Alerts
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KPI’s
Key Performance Indicators - Monthly Report CardFacebook Twitter Google+ Pinterest Instagram Youtube Slideshare Linkedin Email Website
PostsImpression
sLikesSharesFollows
InfluenceReferalsClicksVisitsQuiz
Emails Signups
Goal completion
Total
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The end goal is action - not eyeballs