Reaching out with limited resources
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This document outlines an agenda for a strategic communications campaign planning session. It includes discussions on monitoring and analyzing social media, creating objectives and content for a campaign, and forming groups to discuss identifying digital ambassadors, target groups, and potential social objects to create. There will also be presentations on success stories like the Swedish Foreign Ministry's social media presence and how to use Facebook as an information service. The goal is to help participants learn how to effectively plan and execute a campaign using social and digital channels.
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Reaching out with limited resources
- 1. Palmecenter 2 Anna Pensar 13-16 Nov 1, 2011
- 2. Strategic Communications campaign planning Berghs School of Communication
- 3. Afternoon session – Agenda • About Anna • Strategy SM - overview • The social web – size, effect and consumption Coffee break (10 min) • Campaign planning • Objectives • Content Coffee break and group task (30 min) • Group discussion • Success stories and cases Berghs School of Communication
- 4. Anna Pensar Born 21st December 1982 Lives Lidingö, Stockholm Academic Bachelor Pol. Science, Journalism (med&pol) Career Co-founder Gyges, CEO Jagodu, SMM Likes Comm. & PR, the social web, digital branding Loves The social web, Racing & people Dislikes Slow & reactionary business Berghs School of Communication
- 5. ? Berghs School of Communication
- 6. Brands and organizations listening to consumers through social media Berghs School of Communication
- 7. Social Media Strategy an overview Berghs School of Communication
- 8. Social media communication areas - monitor - analyze - activate Brand Perception Ambass. & Influentials Follow-up Results Trends Berghs School of Communication
- 9. Listen Analyze Communicate Berghs School of Communication
- 10. Social Media as a strategy The democratization of information, media and opinions Social Media can be used to: - Individualize the party - Come closer to followers and voters - Activate already exsisting ambassadeurs and whistle blowers - Increase party transparency The short version: Twitter is your heart. Facebook is your hands.Youtube is your voice, Google is your eyes and Wikipedia is your brain. Berghs School of Communication
- 11. The Social Web Berghs School of Communication
- 12. Blogs Social Networks Micro Blogs Sharing Media Location Based Networking The Social Web Consumer rankings Spreading Knowledge Sharing links Berghs School of Communication
- 13. A lot has happened, very fast… 1999 The start of Google. The Search Engine has changed the way we use/regard information. Over 90 billion searches each month. 2003 The start of Wordpress – a free of charge blog engine, and today the fastest growing CM/publishing platforms. 2005 YouTube was created. No easy/effective way to share video footage online before that. Every mintue 24 hours of film is being uploaded. 2006 the start of Facebook and Twitter. 750 resp. 24 million global users. Spends an average of 25 min per day on Facebook. 2007 the first iPhone was released and 12 months ago the iPad was released. The constantly onliners are increasing! Berghs School of Communication
- 14. Next... 2012 Online proximity & availability will increase ”…the beginning of a mini-revolution making our online presence even more attached to our physical presence” - Fredrik Wass, DN Blog På Webben 5/1 2011 Berghs School of Communication
- 15. The evolution of communications 1800s – One to one 1900s – One to many 2000s - Many to many Berghs School of Communication
- 16. Berghs School of Communication
- 17. The consumption – Social & Smart The Blogosphere - Over 650 000 active bloggers - Approx. 3,7 million blog readers Social shopping - Facebook shops Twitter - Viral elements - Approx. 80 000 Swedish members - Social value & News value Social gaming - Wordfeud, WoW Facebook - Real time platforms - 4,5 million Swedes on FB - Augm.reality, Near field comm - High social value, ad-value Social marketing Google+ - 360 degrees IRL (online/offline) - 25 million registered ww - viral/engaging marketing - Goliath vs Goliath Berghs School of Communication
- 18. Facebook larger than traditional media Berghs School of Communication
- 19. Explosive ”social” growth online Berghs School of Communication
- 20. Segments in the Swedish blogosphere Interior & Design Fashion & Beauty, Personal Literature & Culture Family IT-tech Politics & Society Env./ Sport climate Berghs School of Communication
- 21. An application based web Berghs School of Communication
- 22. Coffee break 10 min Berghs School of Communication
- 23. Campaign Planning, Objectives and Content Berghs School of Communication
- 24. Preparation by listening and analyzing 1. The goal What do you want to achieve and change? i.e. Increase the Social Democratic voice on the internet 2. Targeting Where are my target groups and what social media channels do they use mainly? 3. Listening What are my target groups talking about, their mindsetting, status on opinion and debate 4. Channels Which main channels have to be activated as a result of 2 and 3? 5. Production Start your FB-page, contact your bloggers, start the blogs, activate twitter etc. Berghs School of Communication
- 25. Monitor tools – free of charge Berghs School of Communication
- 26. Monitor tools – subscription based Berghs School of Communication
- 27. Monitoring social media Berghs School of Communication
- 28. Berghs School of Communication
- 29. Analyzing social media Berghs School of Communication
- 30. Creating and spreading content on the social web Owned media Homepage Social Media platforms Earned media Owned media Bought media Advertising, SEM, SEO Marketing, FB-ads etc Online, Offline, Broadcast Earned Media Being out there Bought media Interacting in social media Building interest and relationships Berghs School of Communication
- 31. Creating social objects Social objects are reasons for people to spread you virally Social objects are the reason two people are talking to eachother (you and your potential voters), as opposed to someone else (your opponent and your potential voters) Social objects to share can include: Pictures Stories Videoclips Blog badges # on Twitter Facebook apps Berghs School of Communication
- 32. Coffee break and group task 30 min Berghs School of Communication
- 33. Group task Berghs School of Communication
- 34. Form into 5 groups of 4 participants (groups will be permanent and set throughout the week) From a strategic point of view, note, reflect and discuss the following: Who are your digital ambassadeurs and primary target groups? Where do they hang out online? What social objects can you create and activate through? In short, how do you monitor and analyze the social web? Berghs School of Communication
- 35. Success stories and case examples Berghs School of Communication
- 36. Swedish Foreign Ministry – Social Media Presence Berghs School of Communication
- 37. Berghs School of Communication
- 38. Using Facebook as an information service Berghs School of Communication
- 39. Berghs School of Communication
- 40. Creating video content Berghs School of Communication
- 41. Understanding the power of online The Social Web Berghs School of Communication
- 42. Thankyou! Berghs School of Communication