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Digital Communications Strategy

Digital Communications Strategy. May 22, 2014. Instructor: Bill McIntyre. Evp @ Edelman digital Journalist Campaign & association communications Association communications. Rules & regs. Attendance Missing >2 classes = one level grade reduction

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Digital Communications Strategy

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  1. Digital Communications Strategy May 22, 2014

  2. Instructor: Bill McIntyre • Evp @ Edelman digital • Journalist • Campaign & association communications • Association communications

  3. Rules & regs • Attendance • Missing >2 classes = one level grade reduction • Missing >4 classes = danger of failing this course • Contacting me • By appointment • bmcintyre1@gmail.com • 202-572-2043 (office)

  4. Introductions • Name • Occupation • Reason for taking the class? • What you hope to learn by the end? • What was your most memorable time using the Internet?

  5. Overview of course • Course Description • teach effective Digital Communications Strategies • increase understanding of how digital communications relate to traditional marketing and PR tactics • increase knowledge and hands-on familiarity of the practical applications of digital communications

  6. materials • “The Social Media Bible: Tactics, Tools, and Strategies for Business Success,” by Lon Safko (John Wiley & Sons, Inc., 2012) ISBN: 978-1-118-26974-9 • Mashablewww.mashable.com • TechCrunch http://techcrunch.com • CNET News http://www.cnet.com/news/ • eMarketerhttp://www.emarketer.com/articles • ReadWritehttp://readwrite.com/

  7. Writing assignments • Assignment #1: Weekly Trends Assessment • Each student must present one (1) trend to the class by the end of the semester • The presentation should be 5-10 minutes (PPT slides optional) • a Word document (300-400 words) must be turned in as well

  8. Writing assignments • Assignment #2: Subject Analysis • due on week #6 • Select a company, organization or product with which you have some familiarity • Complete a three-part, two-page written document that: • audits and inventories the digital tools and tactics used • analyzes how each of these tools and tactics are being applied to attain a defined goal • provides recommendations for improvement

  9. Writing assignments • Assignment #3: Final Project • The final project will consist of an 8-10 page digital communications plan for a company/organization and a related 10 minute presentation • The full assignment will be delivered on week #7, so there will be ample time to prepare your work and ask questions

  10. Grading & grades • Grading Rubric • 30 points (15 points each) – Trends assessment, Subject Analysis • 20 points - Class Participation • 30 points - Final Project • 20 points – Quizzes (2 total • Grading– A, A-, B+, B, B-, C, and F. There are no grades of C+, C-, or D.

  11. The course ahead • Week 1: Course review, the advent of digital communications and how they relate to traditional marketing and PR tactics. • Week 2: Online Autopsy – What Are They Saying About You • Practical Capability – The Conversation Audit • Week 3: Email Rules • Practical Capability: Email performance analysis

  12. The course ahead (con’t) • Week 4: Sticky Websites and Blogs • Guest Speaker: John Hlinko, CNN/Fox pundit, author of "Share, Retweet, Repeat: Get Your Message Read and Spread" • Practical Capability – The Website Audit and The Creative Brief • Week 5: Crisis: Plan, Prep and React • Guest Lecturer: Dan Webber, SVP Crisis Communications, Edelman • Week 6: Search vs Browse: Wiki, Google & Amazon • Practical Capability: Paid Media Planning

  13. The course ahead (con’t) • Week 7: Content: From words & video to images & audio • Guest Speaker: Chris Walker, AVP Social Media Outreach & Communications, American Kennel Club • Practical Capability – Content creation plan • Week 8: Mobile • Week 9: News Media: Paid, Earned, Owned and Hybrid • Guest Speaker: David Almacy, former White House Internet and E-Communications director under President George W. Bush • Practical Capability: Integrated earned media pitch preparation

  14. The course ahead (con’t) • Week 10: Community Management • Practical Capability: Community Management Plan • Week 11: Social Media ROI • Week 12: Final Projects

  15. Fundamental capabilities • The conversation audit • Email performance report & analysis • Website audit • Creative brief • Paid media planning • Content creation plan • Integrated earned media pitch prep • Community management plan • Digital communications plan

  16. Advent of the internet • 1962 – The word “Internet” didn’t exist. The world’s 10,000 computers are primitive, although they cost hundreds of thousands of dollars. They have only a few thousand words of magnetic core memory, and programming them is far from easy. • 1966 – The Advanced Research Projects Agency (ARPA) of the U.S. Department of Defense, a future-oriented funder of ‘high-risk, high-gain’ research, lays the groundwork for what becomes the ARPANET and, much later, the Internet. • 1973 – Dr. Bob Kahn enlists Dr. Vint Cerf (former Stanford professor) to ARPA, they set about designing a net-to-net connection protocol. In September 1973, the two give their first paper on the new Transmission Control Protocol (TCP)

  17. Advent of the internet • 1981 – First IBM PC to market • 1985 – Microsoft Windows • 1989 – Tim Berners-Lee, English programmer creates the Web • 1990 – Microsoft Windows 3.0 • 1991 – First website created, approx. 50 total – one pagers • 1992 – First browser, Mosaic (Netscape Navigator), Marc Andreessen & Eric Bina • 1995 – Netscape went public – later bought by AOL for $4 billion in 1999 • 1995 – Windows 95 with Internet Explorer

  18. History of the Internet

  19. STRATEGY TACTICS vs.

  20. By Definition • Strategy: A prudent idea or set of ideas for employing the instruments of national power in a synchronized and integrated fashion to achieve theater, national, and/or multinational objectives.

  21. “But why?” • Tactics define WHAT we do • Strategy defines WHY we do it

  22. So what’s strategy? • An insight or recognition of an opportunity to achieve a desired goal. • A framework that allows tactics to be deployed, based on circumstance, toward an agreed upon end. • A structure for decision making toward an end goal. • A lens or filter to ensure you’re on the right path.

  23. What’s NOT strategy? The deployment of tactics without proper evaluation of their likelihood of success against the end goal.

  24. WHAT IS A STRATEGY? WHAT IS A TACTIC?

  25. Goal Audience Insights Strategy Tactics

  26. SITUATIONAL NEED How will you know you’ve succeeded? Goal Audience Insights Strategy Tactics

  27. Goal Audience Insights Strategy Tactics Who is essential to achieving your goal?

  28. Goal Audience Insights Strategy Tactics Why would the audience take action?

  29. Goal Audience Insights Strategy Tactics How should you get to the goal?

  30. Goal Audience Insights Strategy Tactics What will you do to bring the strategy to life? MEASUREMENT

  31. STRATEGY IS ALWAYS: About how : a directional approach to achieving the goal Derived from research, insights, knowledge and experience Tied directly to the goal Developed BEFORE tactics

  32. TACTICS ARE ALWAYS: About what: specific activities that will be undertaken Developed from the strategy, goal, audience and tactical research Tied directly to the strategy Attached to budget, timing, details

  33. FOR EXAMPLE…

  34. Just say… You want to marry Ryan Gosling.

  35. Ignore him. PLAY HARD TO GET “I like girls that are a challenge…” Date his friend.

  36. Find a common interest. “I can’t be romantic with a girl unless we’re friends first” UPGRADE A FRIENDSHIP Buy him ice cream.

  37. Tactics seem right if they drive towards the goal, but if they don’t align with strategy, they are absolutely not.

  38. BE FIERCELY PROTECTIVEof strategy BE FLEXIBLEaround tactical ideas BE RIGOROUSaround tactical execution

  39. You too, can marry Ryan Gosling.

  40. exercise • Create a digital communications plan for your hiring announcement • Group 1 – aarp Public Policy Institute, Director, Communications (association) • Group 2 – Pepperidge farm, director communications (bakery/manufacturing) • Group 3 – capital one, senior communications manager (banking/finance) • Group 4 – cVS, director corporate communications (retail/pharmacy) • Goal • Insight • Audience • Strategy • tactics

  41. Assignment for next class • Read Chapter(s) 1, 2 and 5 in The Social Media Bible • routine reading (2-3 times per week) from the list of social media sources listed in the syllabus • sign up for Trend Assessment presentation (if you haven’t already done so).

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