February 2011

1. The first step of persuasion is to gain attention. We’re glad we have yours.

2. Tools for Online Engagement: Class is in session Pikes Peak PRSA Luncheon – February 2010

4. Most have played a significant role in developing strategy and content

5. Widespread usage of Facebook and Twitter

7. The bad

8. The ugly

11. The essential point you want to get across

12. What you want people to rememberSE2

14. Need to be repeated in various contexts

15. Should be disseminated to all ambassadors

16. Are not “evergreen”SE2

17. What’s so different about messages since the advent of online communication? SE2

18. What do these have in common? SE2

19. There’s a new theme in town SE2

20. Three steps Identify the audience Map the message Measure success SE2

21. Activity: Audience Roundup

24. Who influences them?SE2

26. Expands the influencers

27. Expands the channelsSE2

29. Step 2: Map the message SE2

31. Appropriate

32. MeasurableSE2

34. Approach the map with a campaign mindset

35. Take time to research the landscape

36. Involve other web savvy people in the process of mapping the messageSE2

38. Message: School choice advocates will gather across the nation to shine a spotlight on effective education options

39. Action: Get media coverage on school choice week with a local angleSE2

42. Step 3: Measure Success SE2

43. Web analytics SE2

44. Facebook Analytics SE2

46. Influence is the ability to drive people to action (click, retweet, likes, comments, clicks, etc.)

47. Scores range from 1-100, where higher scores equal a wider and strong sphere of influenceSE2

49. Conversions (email signups, donations)SE2

50. Recommended Tools* *These are my personal favorites – and no one is paying me to say so! SE2

52. Quick, cheap website: SiteKreator

53. Managing social media: HootSuite (available as an iPhone app too)

54. Analytics: Google analyticsSE2

55. When things go wrong— and sometimes they do SE2

56. The @RedCross Rogue Tweet Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettingslizzerd SE2

57. The Rapid Response We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys SE2

58. Organizational buy-in. SE2

59. Pop Quiz! Thanks!

60. What percentage of internet users is currently using some sort of social media? 31% 50% 58% 79%

61. (C.) 58 percent of internet users currently use some sort of social media

62. Professional marketers are… Increasing their email marketing budgets Decreasing their marketing budgets Leaving their marketing budgets the same Both A and C

63. (D.) Both A (increasing email marketing budgets) and C (leaving them the same)

64. “Klout” is… A brand new social media platform targeting CEOs and execs An unfortunate misspelling of “clout” A social media analytics tool that measures influence None of the above

65. (C.) A social media analytics tool that measures influence

66. True or false? Google has recently started allowing social media results to populate in search results

67. True

69. Final recap: MESSAGE IS EVERYTHING! …and remember… Message is EVERYTHING! SE2

70. Jill Hamilton, SE2 jill@publicpersuasion.com www.PublicPersuasion.com