Digital Communications Plan Development Workshop

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Table of Contents

• Overview• Elements of a Digital Communications Plan• Scheduling the Steps• Executing the Campaign

Do it!

Why Integrate Social Media?

• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Why Integrate Social Media?

• Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).

• Serves as a tool for internal collaboration and knowledge sharing.

• Allows direct conversation and relationship building with your community.

• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.

5

Tools and Tactics for Success:

PublishConnect Listen Engage

Home Base

Elements of Your Plan

• Identify Brand• Determine

Parameters• Define Goals• Develop

Infrastructure• Connect

• Listen• Publish• Engage• Evaluate

Do it!

Pair up!

Identify Your Brand• Who are you? • What business are you in? • What people do you serve? • What are the special needs of the people you

serve? • With whom are you competing? • What makes you different from those

competitors? • What’s the benefit? What unique benefit does a

client derive from your service?

Identify Your Brand

1What is the ONE THING that you can address with authority?

Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?

Define SMART Goals

• Specific• Measurable• Actionable• Realistically high• Time-bound

Do it!

Connect• Find people like you• Read lots of content• Learn who makes up your network

Focus Efforts on a Few

The “Big Three”

Do it!

Connect: Three Steps

1. Upload contacts to Facebook and LinkedIn profiles

2. Add Twitter to LinkedIn to see what contacts are Twitter users

3. Do research on Tweepz to discover additional contacts to follow on Twitter

Listen

• What are your customers saying about you?

• How do you KNOW?• How can you answer

customers’ questions before you’re even asked?

Listen• The quickest way to monitor content on the

Web is to use a feed reader.

Tools for Listening

Do it!

Engage -- Twitter

Engage• Reward fans• Be helpful• Connect your

network• Endorse others• Produce frequent,

quality content• Create meaningful,

long-lasting relationships

Do it!

Publish“Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”

— Robert Scoble and Shel Israel “Naked Conversations”

Develop Infrastructure

• Web site• Blog• Both?

Study Shows Small Businesses That Blog Get 55% More Website Visitors

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx#ixzz1AfnFlYi0

Evaluate and Celebrate Success

• Define Goals

• Measure Progress

• Celebrate Success

https://www.google.com/analytics

Thank You

Questions?www.marijeanjaggers.com

http://twitter.com/Marijean

mjaggers@jaggerscommunications.com

http://www.linkedin.com/in/marijeanjaggers

http://www.facebook.com/JaggersCommunications