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How To Write A 9 Step Social Media Strategy for Government & Corporations for Marketing and PR
About Social Media Strategy for Public Relations Professionals
[Welcome] Structure of Social Media Strategy and Client Pitch Course
DISCUSSION FORUM: Please ask questions HERE
Download the Social Media Strategy WORKBOOK
[Choose]: Select a Social Media Pitch/Brief/Request from an Organisation
What IS a Social Media Strategy? vs a Facebook Campaign?
Social Media: Purpose vs Values
[Theory]: Purpose and Values in Online Communities (4:59)
[Practical]: Purpose & Values - Social Media Strategy case studies (8:22)
[Homework]: Purpose and Values (7:33)
Market Segment and Avatar Communications
[Theory]: The Big Questions on Avatar Communications in Social Media (2:50)
Why Avatars: Facebook as a Focus Group & Engagement (9:17)
[Example]: Creating your Client Persona or Avatar for Social Media Branding (5:34)
[Practical]: Case Study of How Many Facebook Pages and Which Tribes? (8:53)
[Homework]: Fill in Avatar psychographics sheet
[Resources] Links to Buyer Persona and Avatar Tools
Social Spaces and Which Platform?
[Theory]: Which Social Media Platform? Content, Hub Distribution spoke networks (7:29)
[Practical]: Social Media Press Release Room Integration (8:15)
[Homework]: which customer, which platform?
Identifying Personal Brand Gamification
[Theory]: Identify online community members and their roles (8:13)
[Practical]: explore examples of how customers have taken on Roles (5:32)
[Homework]: Create a Table of Roles
Engagement Lifecycle Strategies
[Theory]: Engagement Lifecycle strategies (9:43)
[Practical]: Investigate case studies using engagement lifecycle principles (9:34)
[Homework]: Write an engagement strategy in 500 words
Key Influencers, Bloggers, Twitterati Strategy
[Theory]: How to Build Relationships with Social Media Key Influencers (11:59)
[Practical]: How to Engage with Social Media Key Influencers (4:35)
[Homework]: Evaluating your Social Media Key Influencer Strategy
Voice and Etiquette/Behaviour Strategies
Rules of Engagement: Social Media House Rules for Facebook LinkedIn (12:50)
[Theory]: Creating Your Social Media Voice and Managing Behaviours (4:24)
[Practical]: Which Social Media Voice? Corporate, Personal, Social.... (6:44)
[Homework]: Choosing a Facebook Voice and Found Social Media Content
Social Media Campaigns and Activities
[Theory]: The 5 Steps of a Social Media Campaign Framework (7:29)
[Practical]: Social Media Monitoring Panels (9:41)
[Homework]: Work on ONE of the 5 steps of a social media campaign
RITUALS: Creating a Conversation Diary
[Theory]: Knowing Your Audience's Rituals and Rites of Passage (9:28)
[Practical]: Creating a Conversation Diary and Content Calendar (Spreadsheet)
[Homework]: Your Social Media Conversation Diary
Finish and Wrap
APPENDIX: List of Social Media Strategy Documents and Examples - Bibliography
Thank you for joining me
[Example]: Creating your Client Persona or Avatar for Social Media Branding
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