3. Social marketing campaign
launched in 2006 with baseline research in hand
Internal communications Parliamentary engagement
Media relations Advertising
Event marketing Partnerships
Social media Web
11. Reach
traditional channels alone
are not fully penetrating
the target audience
Sustainability
traditional channels are
only good for the length of
the campaign
13. Improved target market penetration (based on objectives)
Increased online visibility of the “Get Prepared” campaign
Ongoing “conversation” surrounding EP in Canada
16. 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
18. Created a topic profile…
“72 hrs” AND “emergency”
“emergency preparedness”
“emergency kit”
“disaster preparedness”
“Public Safety Canada” AND
“emergency”
“get prepared” AND “emergency”
19. Gauged existing levels
of conversation on
various channels
blogosphere
microblogs
podcasts
photo sharing sites
video sharing sites
social networks
27. 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
Popularity of online video
Popularity of online news
Growing mobile popularity
Influencer community
Gov 2.0 momentum
Threats Lack of partner capacity to help
Criticism
Security/privacy issues
28. 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.”
33. Identified influencers
Became part of their community
Sent personalized emails
Sent out emergency kits
Sent them the SMPR
Mommy Blogger Relations
44. Other metrics
SMPR listed in 3640 locations
8572 video views on GetPrepared.ca
2500+ on Youtube (English + French)
average website session length has increased (2min 6 min)
45. Channel Metric Tools
Video posted to •Total mentions YouTube Statistics &
YouTube •Org-initiated mentions Insights Tool
•Consumer-initiated mentions
•Total impressions
•Org-initiated impressions
•Consumer – initiated impressions
•Embeds
•Rating
•Comments
•Links to
•Favourited
•Tags
•Responses
•Honours
•Spoofs
Blog Engagement •Total links pointing to “getprepared.ca” in the blogosphere Technorati and Google Blog
•Total blog posts tagged with a pre-determined tag such as Search
“getprepared”.
•Overall conversation level surrounding the set topic
profile.
Twitter •Number of followers Twitter & Twitter Counter
Participation •Number of @ references
•Number of “Direct” messages
•Number of “re-tweets”
54. 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 Organization’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
And then do what is within your means…
