* step-by-step through a modern, uncomplicated planning process;
* gather data to ensure measurable impact in audience actions & behaviors;
* use social media tools to promote and persuade
by Robin Russell McCasland, Brain Biscuits Strategic Communication, Dallas TX
22. Communicating
Culturally,
Socially and
Strategically
“I’m in the checkout line at Randall’s. Someone comments
on the T-shirt I’m wearing from the company blood drive.
So I respond…”
38. USAA: Commentary Travels
Quickly
• Canceled an policy due to a bad experience
– Tweeted my experience; posted to Facebook
• Friends who have USAA coverage responded
• A few days later, the claim was paid
– Supervisor said a mistake had been made
• I reinstated my policy; added more coverage
• Tweeted my experience; posted to Facebook
• Looked at TweetDeck a month later and…are needed to see this picture.
QuickTime™ and a
decompressor
38
41. Tools To Measure Social
Site
Media it does
What
Howsociable.com Measures mentions, related info from
many of the most common social media
f th t i l di
outlets
Geekchart.com Input information and get a calculation
(in a pie chart) of where your presence
is strongest
Addictomatic.com Shows where your brand/identity
appears in various social media outlets
pp
and where you may be lacking a
presence
Radian6 A comprehensive tool for tracking and
measuring social media, engagement,
listening; and
Alterian SM2 For PR/marketing professionals: Tracks
positive/negative brand segment,
iti / ti b d t
conversations about your company, and
competitors