A presentation delivered to the Canadian Public Relations Society Calgary chapter, independent practitioners group.

1. Social Media Strategy November 19, 2009 by Doug Lacombe, MBA

2. What is social media? “Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.”Joe Thornley, President and CEO Thornley-Fallis Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation.Doug Lacombe, President and CEO communicatto

3. Definition continued The Three Cs (or more) Content Collaboration Community Other “Cs” include conversation, consistency, commerce, communication, and context.

4. Impact of social media

5. Societal implications

6. Shift happens

7. Strategic framework

8. The social media BUMPP Brand Understand Monitor Policy Participate

9. Services and platforms Don’t fall in love with the gizmos

10. Types of social media

11. Social media “mix”

12. Video didn’t kill radio Photos MSM Earned/Paid Self-publishing News releases Videos Newsletter Events Website Social media

13. Integrated platform

14. Blog-centric approach

15. Social media etiquette Cocktail party metaphor Generosity Attribute, credit, share and forward (RT) Dialog not broadcast Ratios: 3-1-1, 80/20 Twitter: No auto-DMs, ever No “CMJ” Strongly consider no auto-follows Profile and bio important; photo if possible, name(s), web link

16. According to Hoyle http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/

17. Crisis, definition An unanticipated event or disclosure that threatens your organization’s reputation (Shel Holtz, ABC)

18. Crisis examples OLD SCHOOL NEW SCHOOL

20. Quarterback

21. Identified spokespeople

22. Lists, lists, lists

23. Staff/execs, home #s

24. Media contacts

25. Stakeholders, authorities

26. E-mail lists

27. Websites and services, usernames and passwords

28. Photographer/cameraman/podcaster

29. War room, venues, conference site

30. Content “in the can”

31. Run scenarios

33. Google Analytics

34. Facebook Insights

35. Twitter Grader

36. Wordpress

37. Commercial solutions AND MANY MANY MORE!

38. Next steps Reserve your organization’s name!http://www.namechk.com Start monitoringhttp://google.ca/alerts, commercial options Dip your toes in - low risk lurking Liberate some content (YouTube?) Start a Twitter account Create social media guidelines & policy Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans

39. Questions?

40. Doug Lacombe, MBAdoug@communicatto.comwww.communicatto.com403.988.0791