Rethinking Social Media IISeptember 29, 2011

Communications PlanningGetting Organized and Making a Plan

Brand and Reputation

Brand is more than a logo and tagline; it is the promise you make

and sets up expectations for consistent experiences.

Brand

(Internal and external) = The individuals, groups, stakeholders

and other influencers that influence your progress.

Relationships

Whether people believe you fulfill the brand promise and how it

influences attitudes and behaviors toward your organization and its

products/services; reputation evolves over time, but can be

quickly destroyed.

Reputation

Where Are You in the Process?

Research and Defining the Challenge

• The problem, concern or opportunity

• What’s the desired situation?

• Research examples: – GoogleNews/Blogs – Social Media Monitoring– Radian6– Search Engine Optimization

Step One: Program Goal

Social Media Listening Dashboard• Social Networks• Blogs• Social Ads• Micro-Blogs• RSS Feeds• Wikis• Applications

• Social

Bookmarking• User Generated

Content• Multi-Media

Sharing• Tagging• Forums• Communities• Widgets

Radian6/Social Media

Radian6/Social Media

• Both Internal and External

• What’s happening now?– Positive /Negative

• Who’s involved and/or affected and how?

Step Two: Situation Analysis

Toolkit Application

• Opportunity to provide resources on reduction and reuse

• A lot of people tend to accumulate “stuff” when they’re going through life changes (marriage, children, etc.) and at a younger age

• People don’t like to be told what to do; but they enjoy ads that make them laugh.

Planning

Step Three: Target Publics

• Who must the program respond to, reach and affect?– Internal Audiences– External Audiences

Step Four: Objectives

• What must be achieved with each public to accomplish the program goal?

• Informational or Motivational? – Contains four parts:

1. Audience2. Behavior/Action

3. Measurement4. Timeframe

• What changes must be made to achieve objectives?• What message content must be communicated to

achieve objectives?• Key messages answer what publics must know and

believe to act in accordance with the goals and objectives.

• What media/channels best deliver content to target publics?

Step Five: Action and Communication Strategies

  January February March April May June July August September October November December                         

Key Dates       Earth Day: 4/22 (Fri)             America Recycles Day: 11/15 (Tues)

 

                         PR n/a n/a n/a none - planning Green graduation

partiesSummer BBQs Patriotism &

Recycling ( major push)

Recycling Away from Home

Waste Reduction (major push)

Yard Waste/Fall Prep/Winter Composting

Daylight Savings and CFLs

none- 2011 recap

                         Online

Marketingn/a n/a n/a none - planning Online Ad Support -

Campaign 1Online Ad Support -

Campaign 1Online Ad Support -

Campaign 1none Online Ad Support -

Campaign 2Online Ad Support -

Campaign 2Online Ad Support -

Campaign 2none

                         Sun

Column (1/mo.)

New Year's Resolutions

Green Valentine's Day

Junk Mail Reduction Reducing toxins in the home

Green graduation parties

Summer BBQs 4th of July: Patriotism &

Recycling

Recycling Away from Home

Waste Reduction Topics

Yard Waste/Fall Prep/Winter Composting

Daylight Savings and CFLs

Waste Reduction Topic

                         Blog none Green Valentine's

Day and GiftsJunk Mail Reduction Reducing toxins in

the homeGreen graduation

partiesSummer BBQs Patriotism &

RecyclingRecycling Away

from HomeWaste Reduction Topics

Yard Waste/Fall Prep/Winter Composting

Daylight Savings and CFLs

Waste Reduction Topic

2+/mo.     Ramsey Cty Workshops

Earth Day Giveaway

Eco Moms - Mothers Day

  News/Add News/Add   Green Halloween Waste Reduction Topic

Holiday lights recycling

      Rain Barrel/ Compost Bin Sale

  Rethink Recycling Reader Tips

             

                         FB, Twitter New Year's

ResolutionsGreen Valentine's

Day and GiftsJunk Mail Reduction Reducing toxins in

the homeGreen graduation

partiesSummer BBQs Recycling and

PatriotismRecycling Away

from HomeWaste Reduction

TopicsYard Waste and Fall

PrepDaylight Savings

and CFLsWaste Reduction

Topic

3+/mo. Can Recycling HHW Signal Words RAM Rain Barrels and Compost Bins

Earth Day Giveaways

Eco Moms - Mothers Day

NNO/block parties Outdoor games for kids

News/Add Green Halloween Waste Reduction Topic

Holiday lights

      Paper Recycling   Reader Tips Composting News/Add News/Add News/Add News/Add News/Add          RR Media Coverage

(4)           

                         Partner

OutreachJan/Feb: 1/4 Mar/Apr: 4/27 May/June: 6/2 July/Aug: late July/early Aug (TBD) Sept/Oct: 9/6 Nov/Dec: 11/15

6/yr. Promote articles Jan - Mar 2011 Look Ahead: Trigger Events and May - July Articles

New RR Logo and Updated Tool Kits Communications Workshop New Waste Reduction Tool Kit Community POWER Toolkit

  Social media posts NNO Resources Look Ahead: Upcoming Triggers and August and October articles

GreenGatherings Resources: Summer Parties and Events

Look Ahead: Upcoming Triggers Look Ahead: Upcoming Triggers and 2012 Plans

    Community POWER grant round 11 released

Event Resources Available Look Ahead: Upcoming Triggers and Nov- Dec Articles

  America Recycles Day

    New RR Logo   Updated Resources - New Logo        Waste Reduction Toolkit Survey                                 

Green Tips Jan/Feb Mar/Apr: 4/26 May/June: 5/24 July/Aug: 6/28 Sept/Oct: 9/13 Nov/Dec: 11/1

5/yr. No Green Tips Reducing Toxins in the Home Green graduation parties Recycling and Patriotism Waste reduction topics Daylight savings/CFLs    Junk Mail Reduction Summer BBQs National Night Out Fall yard waste prep/composting Waste Reduction Topics

Toolkit Application: Activity Matrix

Toolkit Application

• Target Age 18-34• Inspire and educate them on reduction and

reuse; motivate them without telling them what do to

• You don’t have to buy green to be green, just buy less!

Implementation: Taking Action and Communicating

Step Six: Tactics

• Program Implementation Plans: – What are the specific

communications mediums/channels and tools/materials that will be used?

• E.g., website, event, brochure, Facebook, news release, poster, feature story, blog, etc.

Social Media Tactics

• Who will be responsible for implementing each of the action and communication tactics?

• What is the sequence of events and the schedule?

Step Seven: Timeline

Toolkit Application: Resources Resource Topic(s) Vendor Notes1) Ad Concept (1)

LESS theme General design file available for user customization

Risdall

2)

Photos 1. Misc. bulk containers and items2. Mail box with junk mail 3. Hands sharing tools4. Garage Sale Sign5. Cardboard box full of household stuff labeled "Donate"6. Reusable Bag filled with grocery items

Risdall Existing Images:- Phone book

3)

LESS Thumbnail Image General thumbnail for partners

Risdall

4)

Short articles (1-2 par.)/ E-Newsletter Messages

1. General Waste Reduction2. Buying from the Bulk Bins3. Fix & Maintain4. Refurbished Electronics5. Junk Mail and Phone Books6. Borrow and Share7. Resale8. Donation Opportunities9. Smart Shopping

Colleen See outline for more details

5)

Social media posts

Article topics General concepts

Colleen

6)

Educational presentation

General waste reduction overview 2-3 detailed how-to’s:

o Junk Mail/Phone Bookso Resources available to get rid of stuff (specific)o Buying in bulk

Tie detailed how-to’s to environmental benefits

Colleen Short bullets in PPT Include detailed notes for presenters

9)

Box of LESS template 8.5 x 11 printable box label Risdall

• How much will the program cost?– Time– Hard costs

(out of pockets)

Step Eight: Budget

Implementation

Evaluation

• How will the outcomes specified in the program goal and objectives be measured?

Step Nine: Measurement

Evaluation

• How will the results of the evaluations be reported to management teams and used to make the program better?

Step Ten: Feedback and Program Adjustment

Evaluation