1. The document outlines a 7 step process for integrating digital and social media strategies: listen, plan, investigate, promote, implement, amplify, and measure. 2. Key aspects of each step are described, such as assembling a team with roles like project manager, content creator, and analyst. Planning includes creating a content calendar and identifying channels. 3. Steps also involve taking inventory of available assets, creating a social media "cheat sheet" to guide participation, and live tweeting events from a command center to engage audiences.

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@heatherread @kirstenmucha
PRSA Digital Impact
Conference
June 27, 2013

5. http://FoodSecurityIndex.eiu.com

6. Watch the VIDEO http://dptn.ws/FSIvideo

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9. 7 Steps to Integrating Digital & Social
1. Listen
2. Plan
3. Investigate
4. Promote
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5. Just do it!
6. Amplify
7. Measure

10. Step 1: Listen
Key questions to ask:
What are your goals?
Who am I trying to reach?
How can I find these people?
What am I trying to find out?
What data can I use to measure?
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12. Food Security Conversation about DuPont
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13. Step 2: Plan
Key questions to ask:
What people do I need on my team?
What is my high-level content plan?
What channels and tools will I use?
What’s my Plan B (and Plan C or D)?
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14. Assemble Your Team
Typical Roles:
• Project manager
• Content gatherer/developer/manager
• Lead communicator
• Lead listener
• Lead responder
• Photo-journalist (and support?)
• Videographer/editor
• Analyst
• Lots of friends along the way!
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15. Main Roles for Live Tweeting streaming events
On-site team:
• Point person sends photos & quotes
to home team
Home-base “virtual” team:
• Publish quotes, photos & live
remarks
• Watch “influencers” stream and/or
hashtag for RT ops and responses
needed
• Process thank yous for RTs/mentions
Monitoring:
Watches monitoring system for known
issues or new “influencers” (eg: hashtag
hijacking)
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16. Corporate – Global
- @DuPont_News
- YouTube
- DuPont Facebook
Country Channels
- @DuPontAfrica
- @DuPontAusNews
- weibo.com/dupont (new)
Digital ads
Primary channels Secondary channels
Other DuPont Channels
- @Dupont_ability
- @DuPontPioneer
- @DuPontPackaging
- Pioneer Facebook
EngagementOur “hub”
Digital ads
Stakeholders, influencers
and public share
messages and engage.
Awareness
Awareness
Get organized!
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17. Bad weather
New speakers
No Wi-Fi
Sick team member
Highjacked hashtag
No power
Negative comments
Local or world issues
Technical difficulties
A “surge”
Don’t let this happen to you!
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18. Issues planning
• Use social media monitoring
to understand potential
issues & identify activists
• Do scenario planning to
prepare responses
• Develop an escalation
process
• Use your SMMS to route &
assign posts for quick action
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19. Step 3: Investigate
Key questions to ask:
What is our story?
What content will we have?
Where will the event take place?
Who will speak and participate?
What questions will they have?
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20. Assets Lead up Launch Beyond
The Index x x
e-invitations x
Livestream (4) x
Speeches (quotes adapted for social) x x
Existing food security videos (13) x x x
FSI panel video x x
FSI walk-thru video x x
Highlight video(s) x
Event photos x x
Storify x
Social media “cheat sheet” x x x
News release x
Briefing book x x x
Ads x x
Blog articles (12+) x x x
Amplifying news from event x x
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Take inventory

21. Step 4: Promote
Key questions to ask:
When do I start?
How do I reach people?
Who are my influencers?
Should I engage them beforehand?
What hashtag(s) should I use?
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24. Describe event
How to
participate
How to share
and join
conversation
Give them
something
to say!
Who else will
be involved
Where to find
more info
Social Media “Cheat Sheet”
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25. Step 5: Just Do It
No time for questions – just action!
Make people feel like they are there.
Listen to what they say.
Be responsive.
Say “thanks” as often as you can.
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Social Media Command Center
Social media command center during Food
Security Forum (Feb. 2012). Heather is hidden
behind Ed's monitor. Laura (not pictured) skypes
in from Johnston, Iowa. Tara e-mails photos from
Washington, D.C., Kristie from Brazil.

27. x
Insert KM posts slide
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28. Livestream
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29. Step 6: Amplify
Continue the momentum:
Generate recap posts & assets
Share across regional and other business channels
Generate interesting infographics to spark further discussion
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30. x
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31. Continue to amplify with graphics & video
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32. Step 7: Measure
Key questions to ask:
What impact do I want to make on the conversation?
Where will we drive online traffic?
How will I measure their actions?
How can I measure audience reach?
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33. More than 320 outlets
covered the launch
worldwide
500+ influencers and 66
media members attended
first five launch events.
120,000+ visitors to
Global Food Security
Index page
More than 186.1 million
earned media impressions
worldwide
People from 58 countries watched
the livestream.
Results
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35. * For period of July 9-18
Results *
Unique visitors to foodsecurityindex.eiu.com
The impact of Digital Ads
Overall Results*
• 17,747,029 impressions
• 19,850 clicks
• 0.11% click-through rate
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36. Global accolades for our 2012 Food Security Campaign…
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WINNER
“Best Education
Campaign”
1st RUNNER UP:
“Global Campaign of
the Year”
WINNER
“Best of Silver Anvils”
“Global Communications”
“Reputation/Brand Mgt”

37. Follow us
@ DuPont_news
or on Facebook
facebook.com/dupontco
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