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Build Winning Integrated Social Media Campaigns
Kami Watson Huyse, APR
Presented for:
Flickr Photo by Kevin Dooley
Communication Audit
SWOT AnalysisGoal POST process
• Where can social improve tools and processes?
• Where can social supplement these tools and processes?
Creators
Critics
Collectors
Joiners
Spectators
Conversation
Taken From: Forrester Technographics Ladder
Inactives
Conversation Map
1 •Competitive Advantages•Profit, positioning, insights
2 •People Talk Anyway•Employees, customers, competitors, detractors,
drive-by onlookers
3 •Early Warning and Relationships•SEO, silence is guilt, no direct channels
4 •Marketplace Opportunities•Evangelists, feedback, reviews, ratings, loyalty
From 10 Lost Opportunity Costs, Communication Overtones, http://twurl.nl/hf2sc5
Editorial Strategy
Stakeholder MappingValue PropositionEditorial MissionContent PlanVehicle Choice
Own Up
Creators
Critics
Collectors
Joiners
Spectators
Conversation
Taken From: Forrester Technographics Ladder
Inactives
Relational Objectives
Interests of Organization
Interests of Community
Context
Social Environment
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
Based on Communication Process Model, Wilbur Schramm
CSR – Approach 1
“Pledge to End Hunger” SxSWi – 2 influencers (@Kanter and @ChrisBrogan)– 140 kids per click– Results: 140,000 lbs of food to Austin and 560,000 lbs. in
other states
CSR – Approach 2
Tide – “Feeding America” partnership– 150 influencers– Tide T-Shirt Sale $20 (donate portion of proceeds)– Results: 2,000 T-shirts purchased, avg. of 13 per spokesperson
and general derision
The Trust Principle
“The Secret, and it is not a big one, is to BECOME TRUSTWORTHY. You accomplish this over a period of TIME with Words, Actions and Deeds that allow trust to be built.”
-Little Teal Book of Trust, Gitomer
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am
“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by MySpace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
On Lawyers…“The Best Way to Deal with
Lawyers is to simply say to them: ‘This is what I want to do. Now keep us out of jail as we do it.”- Guy Kawasaki, “The Art of Partnering”
“We always think of failure as the antithesis of success, but it isn't. Success often lies just the other side of failure.” Leo F. Buscaglia (American author and speaker, 1924-1998)
Beware Outputs or Interests
Following countsNumber of mentionsNumber of re-tweets/sharesNumber of linksRSS Subscriptions
But are they taking action?
5S Attitude Measures
Sentiment AnalysisSatisfaction ScoresSearch ActionStickinessSurvey Relationship
Measuring Relationships
Control Mutuality Trust Satisfaction Commitment Exchange Relationship Communal Relationship
Survey by Linda Childers Hon and James E. Grunig, Institute for Public Relations
Business Outcomes/Actions
CorrelationsButts in SeatsCoupons and CodesBenchmarkingThe FunnelAsk them why
Waste Management/Greenopolis
Waste Management VCIncrease recycling and reduce wasteLearn. Act. Reward. Together
Online: Community, Twitter, YouTube, Facebook and User Generated Content
On-Street: Greenopolis Recycling KiosksStakeholder Rewards: Greenopolis Rewards
program
Measurement Tools
Analytics – Google Analytics, Web Trends
Mentions –Google blogs, Ask.com blogs
Paid tools for analysis – Radian6, Do-It-Yourself Dashboard, BuzzStream and many others
Traditional Tools – Surveys, polls, focus group research
Grunig Relationship Survey – Institute for Public relations Research
BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott
Meerman– Measuring Public Relationships, KD Paine (purchase at
www.measureofsuccess.com)– Personality Not Included, Rohit Bhargava– Groundswell, Charlene Li and Josh Bernoff– Twitterville, by Shel Israel– The Networked NonProfit, Beth Kanteryvj
Copyright 2010 © all rights reserved
Kami Watson Huyse, [email protected]@zoeticamedia.comBlog: www.kamihuyse.com