PR Bootcamp 2013

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Social Media Strategy – template
This guide covers all the elements necessary for pulling together your strategy such as:
summary of overarching goal; setting objectives; agreeing on key performance
indicators; targeting audiences; choosing channels and platforms; planning tactics and
activities; estimating time, budget and resources; and monitoring and evaluating
success.
1. Objectives of Social Media Campaign
A very a short summary/statement of the overarching goal of the programme/campaign.
Followed by a clear detailed statement of the objectives and key messages of your
programme or campaign. This should be the publicity 'pitch' that is concise, clear, engaging
and user friendly.
Goal:
Objectives:
2. Key Audiences
Who are you communicating with – a detailed description of your key audience and target
user groups. What are your priorities or pain points? Include what they already may know
about you. What do you think they should know? And do break down the users into sub-
categories and add engagement already made, if any on current social networks.
Audience 1
Audience 2
Audience 3
Audience 4
Audience 5

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3. Tactics: Target audience ranked by importance,
channel of communication, tactics and activities planned eg: types
of updates, frequency
Who is your target audience? How are you going to connect and engage them? What is the
most appropriate channel – blogging, social networks, microblogging, photo-sharing, video-
sharing, mobile networks, gaming platforms. Consider offline ways you may want to engage
as well: a newsletter, a large conference, networking lunch, a training workshop, an outreach
programme, contests, promotional literature, regional seminars?
Audience Channel Tactics & Offline Activities

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4. Resources & Budget – working project plan
Full details of all the relevant communications activities developed into a working project plan
with budgets, deadlines, timeframes and responsibilities. Remember to include key
milestones and review dates, think carefully about cost, include staff and consultants, also
how will you evaluate success? Below are some suggested groupings, the table is led by
activity but you may well want to have one for each year of activity.
Social Media Communications plans are living documents and will need regular reviewing
and updating.
Activity Resources Deadline/timeframe Budget
Identity/Branding
Internal
communication
Media relations
Marketing
Promotion and
publicity materials
Training
Events
Website/app design
Total

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5. Evaluating Success
How will you know if you have succeeded and met your objectives? How are you going to
evaluate your success, what performance indicators and evaluating measures will you use.
Break it up into quantitative (eg: Page views, Number of comments, Downloads, Followers,
Fans, Embeds, Mentions, Trackbacks, Number of RT, savings in support costs) or
qualitative: (Were comments, positive/negative/neutral? Did we learn something about our
customers that we didn’t know before? Did our customers learn something about us?
Were we able to engage our customers in new conversations?)
Day/Week/Month Platform 1 Platform 2 Platform 3 Platform 4
Pageviews
Unique Visitors
Average timespent
No. of Downloads
No. of Embeds
No. of Comments
No. of Followers
No. of Following
No. of Fans
No. of Likes
Engagement ratio
Positive comments