5. a process and set of tools
wrapped in a philosophy for
helping an organization do
what it wants to do.
6.
7. “Social marketing (not
social media marketing) is
the systematic application
of marketing along with
other concepts and
techniques to achieve
specific behavioral goals
for a social good”
–Philip Kotler (1973)
24. Reach
traditional channels alone
are not fully penetrating
the target audience
Sustainability
traditional channels are
only good for the length of
the campaign
29. 7 hands-on social media
sessions taught over 2
months
social media 101
social media monitoring
collaborative tools
strategic thinking
tactical decision making
finding the influencers
performance measurement
33. Created a topic profile…
“72 hrs” AND “emergency”
“emergency preparedness”
“emergency kit”
“disaster preparedness”
“Public Safety Canada” AND
“emergency”
“get prepared” AND “emergency”
44. swot development
Strengths Internal social media knowledge
Management support
Co-op student access
Existing interesting content
Strong partnerships
Existing social marketing strategy
Weaknesses Lack of clear guidelines & policies
Limited human resources
Lack of IT support
Opportunities High social media usage in Canada
Gov 2.0 momentum
Popularity of online video
Popularity of online news
Growing mobile popularity
Partner distribution channels
Threats Lack of partner capacity to help
Criticism
Security/privacy Issues
46. targeted influential Canadian mommy bloggers
identified through various top 10 lists
technorati “authority” scores
compete.com traffic rankings
average comments
inbound links
“There are over 36 million “mommy bloggers” of which nearly 50% have
contributed to a cause or political campaign. They are one of the most
politically active groups online. Moms have been calculated to spend
over 2 trillion dollars on products and services in a given year.”
48. measurable social media objectives
increase online discussion and search in Canada surrounding “emergency
preparedness” and “emergency kit” by 200% over benchmark within 3
months
53. Identified influencers
Became part of their community
Sent personalized emails
Sent out free emergency kits
Sent them the SMPR
Mommy Blogger Relations
66. Other metrics just coming in….
SMPR listed in 3640 locations
8572 video views on getprepared.ca
1000+ on youtube (english + french)
average website session length has increased (2min 6 min)
74. develop a plan
Step 1: Clearly Define the Key Issue(s) and Desired Outcome(s)
Step 2: Gauge Your Existing Web Presence
Step 3: Conduct a SWOT Analysis
Step 4: Determine Your Online Competition
Step 5: Align Your Objectives with the Department’s Objectives
Step 6: Understand Your Target Audience
Step 7: Choose Relevant Social Media Tools
Step 8: Engage The Influencers Separately
Step 9: Measure Performance
Step 10: Ongoing Social Media Monitoring and Engagement