Online Communication and Social Media Engagement

Online Communication
and
Social Media

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Public Relations & Internet Marketing
© Catherine Daar August 2010

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Evolution of an Online Engagement Program

Embracing Community
•Bloggers Tour
•Thought Leadership Blog
•Social Networks
Engaging online Influencers
•Advocacy
Enriching Content •Contests
•Bloggers Outreach •Mobile
•Podcasting •Blogger Conference Calls
Establishing an Online Presence •Videos •Advertising
•Website •Games •Ally Developments
•Widgets •Sponsorships

Crawl Walk Run Fly
Online Monitoring

Source: Edelman PR

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Before Writing an Article Journalists and Editors perform
Online Reaserch
janvier 2010

91% use Google
65% use social media
89% use blogs
52% use Micro blogging (Twitter,...)

Source: http://www.gwu.edu/explore/mediaroom/newsreleases/
nationalsurveyﬁndsmajorityofjournalistsnowdependonsocialmediaforstoryresearch

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Social Media and Non-Proﬁts
57% of charities have blogs compare to 41%
universities, 39% Inc 500 Corporations and 16% Fortune 500
companies

90% of charities feel that their blog is successful
66% of charity respondents conduct online media
monitoring
79% of charities are using both social networking an video blogging
Over 80 % feel that social media is at least «somewhat important» to their future
strategy
45% responded that social media is very important to their fundraising
strategy
Source: http://www.impactwatch.com/2009/nonproﬁts-lead-academia-and-corporations-in-social-media-adoption/
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Source: http://www.aheadoﬁdeas.com/?p=156
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«Conversations are taking
place with or without you»
Brian Solis

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Social Media is...

Listening Hosting
✓What they say about you ✓Conversation
✓What’s going on in your industry ✓Provide content
✓Google alert ✓Encourage comments/
✓Twitter each feedback
✓Google Reader (RSS feed) ✓Stimulate engagement

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Source: Using Social Media to Do More With Less-Beth Kanter

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Social Media will help you...
✓Drive Trafﬁc to your website
✓Get feedback
✓Initiate discussions
✓Attract members, event attendees, advocate
✓Build your email list
✓Attract partners
✓Get press coverage

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Social Media How much time?
✓5 hours/week listening
✓10 hours/week to participate
✓10-15/week to generate a buzz
✓20h+/to build a community
✓About 2 hours each week for every social media channel in
your mix
✓At least 3 to 6 month before you start seeing tangible results

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Ressources

What are you internal resources?
How much and what do you need to outsource?

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Resources
✓How much time do your currently spend on marketing and
communications tasks?
✓How much time can you assign to social media?
✓Which social media channels do you already have experience with?
• Facebook
• Twitter
• Blogging
• Photo sharing sites (like Flickr)
• Video sharing sites (like YouTube)
✓What resources do you have already in your organization?
•Writers
•Photos
•Articles
•Photographers
•Videos
•Video Producers
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Brand and Identity Reﬂexion

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Positioning

•What is the brand Identity?

•What do we want the public/clients/medias to know about us?

•What is our positioning compare to our competitors?

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SEO & Social Media Roadmap

✓Identify the audience you want to reach -Behavior,
preference for content, sharing, media types..
✓Set speciﬁc goals and objectives that can be measured
✓Work out a strategy for reaching those goals with the
intended audience
✓Figure out which mix of tactics will support and execute
the game plan
✓Put proper measurement tools in pace and identify events
and outcome to analyze

Source: http://www.toprankblog.com/2009/04/seo-social-media-roadmap/

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Optimize your Social Media Content with Keywords

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Loose ownership of your content
Leverage the power of viral distribution

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Reﬂexion and Approach

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Recherche

✓ Brand SWOT analysis
✓ Study past campaigns (if existent)
✓ Evaluate the various target market’s level of
knowledge of your brand
✓ What image does the public have of your
brand?
✓ Study competitors campaigns

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Deﬁne your Audience

Source: The Nonproﬁt Social Media Decision
Guide -Idealware

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The Social Technographic Ladder

Source: «Groundswell» Charlene Li

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Who are your Inﬂuencers, Maven
Engage them.....
Find Ambassadors
Good for long term value

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Social Media Survey

The Nonprofit Social Media Decision Guide -Idealware

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Survey Tools

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Objectives (Long Term)
✓ What is the actual situation?
✓ What objectives do we want to reach?
✓ Where these PR objectives take place in the global business strategy?
✓ Create measurable objectives
✓ Create a list of what you want to accomplish with your business in the next 6 months, 1 year, 3
year 5 years.
Ex: Reputation of the brand, establish yourself as an expert, launch of new product of services, increase
sales, ﬁnd partners,...
✓ Deﬁne PR objectives
Ex: start up who needs visibility, establish company who needs to increase its client base, merger and
aquisitions, alliances, co-branding...

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Goals (Short Term)

✓What is the purpose? Why is this goal important? What
will be the benefit for your organization?
✓How is it measurable? Come up with two or three
quantifiable measurements to help you gauge your
success. What are you able to measure that will give you
knowledge about your progress?
✓What defines success? Identify a benchmark for each
measurement that will help you figure out how
well you did in accomplishing your goal.
Goal What is the purpose? How is it measurable? What defines success?

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© Catherine Daar August 2010 Source: The Nonproﬁt Social Media Decision Guide -Idealware
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Examples of Goals

Chose the top 3 to focus on your
campaign

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© Catherine Daar August 2010 Source: The Nonproﬁt Social Media Decision Guide -Idealware

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Objective of RBM for September 2010
✓ Launch of ﬁlm for the general public on malaria, made by
Ambassador and african Yvonne Chaka Chaka
The ﬁlm will be launched in Bruxelles, Paris, London and NY

✓Launch of technical report aimed at the international malaria
professional community and donators

✓ Participation of RBM CEO at various high level meetings
Might be of interest for the media

✓Get articles on the french and american press

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Messages

✓Deﬁne Target Markets

✓Organize Target Markets by
priority

✓Deﬁne key messages for each
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Budget

✓ Revue all actions presented
✓ Organize actions by priority
✓ Deﬁne the budget
✓ Select actions according to the budget
✓ The budget has to be ﬂexible et reevaluated
according to results of campaigns performances

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Strategy

✓ What is the global strategy?
✓ Create strategy appropriate with
available resources
✓ Create strategy in line with target
market
✓ How to communicate messages?
✓ At which frequency?

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Planning of the Timetable

✓Establish a timetable for 1 year
✓Give deadlines for each actions
✓Determine a beginning and an end
✓Identify the Stakeholders
✓Plan the evaluation of each action

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Source: The Nonproﬁt Social Media Decision Guide -Idealware

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Before Launching a PR Campaign you need
to Optimize your Site

✓ SEO

Internet Marketing
✓ Web Crawlability
✓ Web Usability
✓ Web Analytics
✓ Optimized Content
✓ Creation of «Path»,
«Personnas», «Scent Trails»,
«Revolving Doors»
✓ Conversion Optimization
✓ Call to action
✓ A/B Testing
✓ Ect.... CommNation
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Social Media Tools
✓Generate discussions
✓Increase Engagement
✓Collect feedback
✓Drive trafﬁc to your website
✓Provide information
✓Bring the message to your supporters rather than bring them to you

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✓Drive trafﬁc to your site-good link juice for
✓Allows people to follow your organization SEO
✓Post updates, links, photos, videos.. ✓Get feedback
✓Petitions ✓Crowd sourcing
✓Collect donations ✓Recruiting employees and volunteers
✓Build an email database ✓Create events online and ofﬂine

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✓Create call to action
✓Use videos and photos
✓Highlight off line marketing
✓Use Facebook Causes Application
✓Attracting people to your events
✓Fans who «like» your page can choose to get your updates on their Wall
✓Raising money (in parallel to other fundraising tactics)
✓Getting people to take action
Ex: ask people to change their proﬁle pictures to support your cause
Ask them to send an email to a government
Example: Facebook «birthday campaign» ask your friends to ask other friends for money to raise for
organizations

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✓Put the plugging «Like» on your site
✓Add a Facebook «Like» button on all your
communication (email, newsletters, ofﬂine..)
✓In the beginning ask your friends to interact to give your
Page a kick start
✓Ask your staff to invite their friends
✓Link your Twitter with Facebook or use «all social media
together tool...check out the name
✓Plan in advance few weeks of posts
✓Once page is up and running you can start
implementing speciﬁc tactics for your communication
✓Search for «like» partners

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Staff time
10 to 20 hours to understand Facebook and deﬁne a strategy
2 to 4 hours a week

a Facebook page that has very few «fans» or that has not
been updated in two weeks can be very harmful for your
image

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Landing page to
catch email

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Twitter is like a radio: you
are broadcasting but only
those tuned to your channel
get your message

Not easy to know who is listening unless you engage people by
asking questions

Good for connecting with like minded
2 hours a week
organizations, partners, volunteers and the
media
Twitter in google results # Hashtag
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✓Reaching the Media Idea
✓Ask questions
✓Answer questions Campaign Q & A with public and specialist
✓Link to your blog
✓Make an announcement
✓Share an article
✓Share a quote
✓Live events discussions
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Twitter Directories

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Are you listed?

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As of 21 June 2010, LinkedIn had more than 70 million registered users, spanning
more than 200 countries and territories worldwide.The site is available in English,
French, German, Italian, Portuguese and Spanish. Source: Wikipedia

✓Create a group under «Non Profit» category
✓Create Group under Cause
✓Create a company Page under non profit sector of «industry»
✓Add your blog and news feed
✓Use keywords for your site and blog’s links
✓Use your personal profile to promote your organization
✓Post Questions
✓Establish yourself as an expert by Answer questions in the non-profit category
✓Join Groups of interest to your organization
✓Use Apps and Tools

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✓Create a venue for the Nonprofit
✓ Link to Twitter.
✓Add tips about the nonprofit. “
✓To Do lists.
✓Gain Insight. By using Foursquare non profit’s can key into what their audiences care about, what they do and how to interact better with the people who
support its cause.

✓Thank you. Badges, Mayor and points allow you to see who are most active with the non profit. The people with the most points receive badges or become
mayors of locations. You may not be able to give them discounts or specials but you can definitely say “thank you”. It helps the nonprofit build relationships by
recognizing its strong supporters.

✓Listen. Along with saying, “Thank You” to your loyal Foursquare supporters. Listen to them by reading what tips have been written, if your on their “To Do” lists
and how often people are actually checking in. By paying attention to these details your nonprofit can gauge why, how and what makes your non profit stand out.
Listening goes a long way in a culture of noise.

✓ Keeping Your Nonprofit Relevant. Foursquare has an analytics feature that allows businesses to track trends, usage, demographic, total checkins, if
information was shared via Facebook and Twitter. So when planning campaigns, fundraisers or just raising awareness this feature can help determine where to start.
Keep your nonprofit relevant by knowing who cares and supports its cause and taking action based on where its most popular.

✓Team up. Restaurants and non profits have been getting along for years. Now team up in a non traditional way. For example, When people check-in to the
restaurant let them know that a 15% of the meal will go to the cause. This is a vague example but you get the idea. Set a goal and team up with a restaurant to create
awareness, increase donations or interact with supporters. This will also provide another opportunity for your nonprofit to say, “Thank you.”

Adapted from: http://kylelacy.com/10-ways-for-a-nonprofit-to-use-foursquare/
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✓Nonprofit branding. The geo-location element of Foursquare is a great way to put your nonprofit on the map. But
don't just check-in. The tips and shout-out features on Foursquare let you include interesting details about your cause.

✓Volunteer management. Coordination. Know who is where.

✓ Recruit a corporate partner to make a donation to your cause every time a Foursquare user checks-in to their store
or restaurant. Another option is to tie-in a badge that users can earn after checking-in several times.

✓Event promotion and recruitment. Corporate partners can promote events to consumers that check-in on
Foursquare at their business. "Join iParty at the Walk for Cancer this Saturday."

✓Shopping fund raiser. If your nonprofit group is located in or near a shopping district, you can recruit a group of
stores and restaurants to offer a weekend discount to Foursquare users. The lucky shopper saves 10% when they check-in
and the store makes a donation to your cause.

Source: http://philanthropy.com/blogPost/Guest-Post-How-Nonprofit/22264/
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Foursquare was a huge hit
and charity played a big role in
engaging attendees. A
partnership between
Foursquare, Microsoft and
PayPal to raise money for the
Save the Children Haiti Relief
Fund logged over 135,000
check-ins and raised $15,000.

http://selﬁshgiving.com/location-based-cause-marketing/foursquare-at-sxsw

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Idea for RBM

✓Use Cause Marketing (Cause marketing is a partnership between a nonprofit
and a for-profit for mutual profit.)
✓Make a deal with a corporate Brand
✓Every time someone unlock a «badge» or become the mayor or the store,
restaurant, ect..they get a message «Congratulations ! You have just unlocked
the ....Badge! Mc Donalds (for exemple) has made a donation on your behalf to
Roll Back Malaria

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Nonproﬁt uses Foursquare to spread environmental awareness

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Videos and Online Promotion
✓Asking constituents to vote your videos up.
✓Encourage conversation, comments
✓Asking supporters to provide videos.
✓Hosting a video channel
✓Call to action on video
✓Educate people about your cause
✓Good for SEO
✓Transcript
✓Good use of tags
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You Tube NonProﬁt Program

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http://www.youtube.com/watch?v=HuQIXmGCGRs
World Malaria Day
http://www.youtube.com/watch?v=Hdd9jclrq3Y

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Photos Sharing Sites

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Photos Sharing Sites
✓Tags for SEO
✓Post pictures of your events
✓Ask people to post their pictures
✓Participate in group photo pools
✓Search for keywords
✓Commenting on other peoples pictures can lead to connection with
potential founders or partners
✓Creative Commons
Time required
Posting 10 photos 30 minutes
For more consider 1 hour a week
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Non -Proﬁt can update their account for free

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November is premmie awareness
month. To draw attention to the
issue, the March of Dimes has just
announced a Flickr Photo Contest: Be
a Coin Star for Babies!
This year, half a million babies will be
born too soon and so small they must
fight to survive. Some weighing less
than a handful of change. To
participate, you join the Flickr Group,
take a photo of where you keep your
change, and forward it to the group.
(Instructions are available here)
Starting end of October, every day at
3pm, the photo with the most votes is
will be the daily Coin Star Winner!
March of Dimes will give the winner
15 minutes of fame.

http://www.marchofdimes.com/pad/contestRules.asp
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....can help nonproﬁts share photos online and accomplish their goals

Source: http://www.techsoup.org/learningcenter/internet/page8291.cfm
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Documents Sharing

Once again...Content for SEO

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Social Bookmarking
✓Boost Trafﬁc to your site
✓Add the social bookmarking toolbar on your site
(http://www.addthis.com/)
✓Check if site is «dofollow» for SEO link juice
✓Increase Page Rank

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THE CMO’S GUIDE TO:

THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE’S A GUIDE TO
HELP YOU UNDERSTAND HOW BEST TO LEVERAGE MAJOR SOCIAL MEDIA SITES.

GOOD! OK. BAD!
CUSTOMER BRAND TRAFFIC TO
WEBSITE COMMUNICATION EXPOSURE YOUR SITE SEO

Use keyword search monitor- O ers unique opportunities Potential can be large, but Value to your site's SEO is
ing through a program such for Web site integration and promotion is an art form -- limited, but tweets will rank
promote your brand too heav- high in search results -- good
A microblogging site as Hootsuite, TwitJump or to engage with customers
for ranking your profile name
that enables users Radian 6 to track what people in a viral way, helping your ily and turn o followers, yet and breaking news, though
to send ‘tweets’, or are saying about you and your company stand out from the don't promote enough and shortened URLs are of little
messages of 140 receive little attention.
characters or less
competitors. masses. benefit.

Facebook brand pages are great Traffic is decent and on the
Great for engaging people for brand exposure. Jump-start rise thanks to share buttons Little to no value, aside from
who like your brand, want your brand exposure through and counters, but don't blogs picking up and featuring
A social networking to share their opinions, and the ad platform, or hire a Face- expect massive numbers of your posted links. Not worth
site where users participate in giveaways and book consultant to help you unique visitors to go to your the time expenditure.
can add friend, send contests.
messsages and build grow your brand presence. site.
their own profile

Unnecessary to spend too Participation in industry-related Even if you get tens of Heavily indexed in search
much time on this, though groups might get your photos, thousands of visits to a photo
An image and video engines, passing links and page
properly tagged photosets and thus your brand, viewed by hyperlinked with your URL,
hosting website ranks. Also helps images rank
of company events can help people with similar interests, click-through rates are among
where community higher in Google Images and in
members can share customers put a face on the but numbers will be small. the lowest around. building inbound links.
and comment on team behind your brand.
media

E ective for personal branding
Not the primary focus, but cus- Very high page rank -- almost
and demonstrating your organi- Unlikely to drive any significant
tomer engagement opportuni- guaranteed on the first page
zation's professional prowess. traffic to your site, though you
ties are possible by answering of search results -- especially
A social networking Encouraging employees to never know who those few
site for business industry-related questions, for your company name or
maintain complete profiles to visits might be from -- perhaps individual employees' names,
professionals establishing yourself as an
strengthen your team's reputa- a potential client or customer. but that's about it.
expert in the field.
tion is advisable.

Whether you seek to entertain,
inform, or both, video is a One of the most powerful brand- Traffic goes to the videos. If Very good for building links
ing tools on the Web when you the goal is to get traffic back to
powerful channel for quickly back to your site because videos
build your channel, promote via your site, then add a hyperlink
A video sharing engaging your customers, rank high. Also a tried-and-true
high-traffic sites, and brand your in the video description, but
website where users responding to complaints, and don't expect traffic to correlate way for your brand to gain
can share and upload demonstrating your social- videos. exposure.
new videos closely with video views.
media savvy.

Opportunities are huge, espe- The grandfather of traffic Very good because even if your
Not the site's primary strength, spikes, so become active in the
though occasionally an objec- cially for promoting objective story doesn't become popular,
community or find someone who then your page will still be
press/blog coverage of your
tive third-party writeup as a PR is. If your site is corporate, then indexed quickly. If your story
brand. Make sure content
A social news site e ort, perhaps to counteract consider launching an industry does become popular, this is
doesn't read like an ad, or your blog on a noncommercial Web
where users can bad press or customer senti- likely the best site in terms of
discover and share site might be banned for being domain to establish yourself as a
ment, can be promoted. overly commercial. getting linked to by bloggers.
content thought leader.

Paid StumbleUpon traffic can A paid campaign can be good Enables a diverse range of Very good if your story makes
be a very targeted method of for brand awareness, especially people to discover your it to the top page for its tag.
communicating, but whether following e orts to get free, content and share links via the StumbledUpon's large user
organic traffic to your home su.pr link shortener on Twitter. base enables many people to
A social news
you're reaching your existing page. Targeting is very accurate, Tagging helps, but you don't
customers is purely random find and link to your stories.
community where but keep in mind you're paying want the same people repeat-
members discover and costly to determine. For vanity name searches,
5 cents per visit ($50 CPM). edly giving you a thumbs-up.
and share webpages profile pages rank well, too.

Noncommercial sites are heavily If you make the front page of
Editor-driven and moderated, Get in the moderators' good Yahoo, then you will get a ton
favored by moderators, so graces, and you have a chance
so this shouldn't be your business sites should not waste of backlinks, but chances are
A social news site to hit absolutely massive num-
where community primary focus. time in this uphill battle. unlikely unless you are a large,
members can vote
bers -- but it's a long shot. established brand.
on stories

The community is fickle, and If Reddit loves you, then traffic
Unless you're a bacon company,
anything perceived as spam is o en right up there with Digg Make the front page and
don't try to build your brand
will be destroyed. However, and StumbleUpon. Be careful: many reputable sites will pick
here. You'll end up banned from
A social news look deep into the categorized Push too hard for votes from up your story, generating valu-
the site without even realizing able backlinks and extending
community where "subreddits" to unearth small your friends and risk being
users post links to what happened. trust to your site.
niche communities, and you banned, but don't push at all
the site’s home page could get valuable feedback. and you'll wind up with nothing.

Pretty much everything about
Site is intended for people to Not enough ongoing brand rec- the site helps: When your page
Not as big as it used to be, but is bookmarked, it's a direct link
bookmark content. You can ognition to make it worth your informative, massive reference
A social bookmark- back to your site. When you're
ing site used for see what people tag with your while unless you want to be pieces bookmarked for later on the front page of the site, the
sharing and storing brand name, but communica- known for providing reference use can net you a few thousand big category tag pages are full of
bookmarked pages tion with them is nonexistent. content for later retrieval. recurring monthly visitors. trust, which will pass directly to
your URL.

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✓Establish your expertise
✓Promote your cause
✓Educate people.
✓Engage
✓Collect email for your database
Entertain ✓Promote your website and online
information.
Educate ✓SEO optimization effort leveraging keywords and other minor
adjustments could improve search trafﬁc for this site substantially –

Engage without any compromise in content quality or user experience
✓Use Keywords

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Resources
✓Share the work, every week
another employee writes a post
✓Ask volunteers
✓Invite well know people to write
✓Write guest posts on other
blogs (links, promoting your
organization)

About 3 hours a week for 1 post a week
About 8 hours for reading other blogs
commenting, generating comments
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Promote your Blog
Before you start promoting check this out:
1. Does your masthead (banner) make it easy for new readers to know what your blog is about and
if it’s right for them (target audience)?
2. Is your name as author/publisher easy to ﬁnd?
3. Do you have an About/Contact page?
4. Do you have subscription options (RSS and email)?
5. Do you have a call to action to get more info (join your mailing list, get a free report, etc.)?
6. Do you have social sharing buttons on your posts?
7. Do you have links to your social networking proﬁles?
8. Do you have comments enabled?
9. Do you have 7 to 10 posts published?
http://www.socialmediaexaminer.com/launching-a-new-business-blog/

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Promote your Blog

• Syndicate your blog content to your Twitter stream.
• Link your blog to your Facebook business page.
• Link your blog to your LinkedIn proﬁle.
• Submit your blog to the appropriate blog directories.
• Write and post a media release.
• Send an email announcement to your list.

http://www.socialmediaexaminer.com/launching-a-new-business-blog/

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✓Host a Live Streaming Video Event
Promote your Blog
✓ Create a Video to Promote Your Blog

✓Repurpose Your Content- submit blog posts on article sites like EzineArticles.com.

✓Feature Experts
✓Comment on Other Blogs in Your Niche

✓Do Some Guest Posting

✓Create a webinar to introduce your blog. make it a learning experience by teaching an aspect of your expertise
✓ Run a contest based on the content of the blog. Have an “answer hunt” where the answers to win the prize(s) are found within
the blog posts. That will get people reading the quality, content-rich posts while attempting to win a prize. Then use Twitter to post
questions and the winner(s).

✓Host an Online Radio Show

✓ Create a free ebook to promote your blog and get email subscription

✓Advertise Your Site
Craigslist, eBay classiﬁeds and Facebook ads. Depending on your budget. If you do want to spend some advertising dollars, you
can test a Google Adwords campaign and see what kind of results you get.

95 Adapted from: http://www.socialmediaexaminer.com/launching-a-new-business-blog/

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Stay Informed
Read other organization's Blog
RSS

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Create an Online Communities

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Share your Social Media on your Site

Insert a «share this» toolbar
Display RSS Feed

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Calls To Actions

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Track Information in Real Time
Donate

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Obama Hope Act Change

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http://www.mysociety.org/

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How Texting is changing philantrophy

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Online Public Relations
PR 2.0

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Some Key Elements of PR 2.0
✓ Keyword optimized Press Releases with direct access to social media platforms
✓ Promotion of press releases on social media
✓ Use of press releases distribution services (PRWeb, PRNewswire, BusinessWire, ect...)
✓ SEO PR
✓ Link Building
✓ PPC
✓ Participation in discussions in target market communities
✓ Promotion of message through inﬂuent bloggers
✓ Articles submission to establish expertise
✓ Creation of «social media» newsroom on site
✓ Content creation (articles, podcast, webinars...)
✓ On-going monitoring of campaigns and results

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Online Press Release
Social Media News / Press Release

http://www.youtube.com/watch?v=cD_mYKc20OY&feature=related

How PRWeb Changed the Press Release
http://www.youtube.com/watch?v=7OW7Xlfgzp4&feature=related

PR Web In Plain English

http://www.youtube.com/watch?v=5yU8R42AL0U&feature=related

Promote your business with a press release

http://www.24-7pressrelease.com/press_release_video.php

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Online PR Distribution Services

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http://www.youtube.com/watch?v=bWs5tpSWkVc
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Source: http://www.topseos.com/rankings-
of-best-press-release-distribution-
companies

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http://www.convinceandconvert.com/pr-20/haro-gets-serious-about-crowd-sourced-journalism/

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Mesure Success of PR 2.0 Campaigns

✓ Number of visitors on site
✓ Incoming links
✓ Number of pages visited
✓ Landing pages
✓ Google et Yahoo alerts
✓ Data coming form press release distribution services
✓ Rankings (Alexa, Google..)
✓ Blog Buzz
✓ Number of blog comments and their toned
✓ Videos watched
✓ References of brand on other sites
✓ Message reach (followers,friends, fans)
✓ Leads
✓ Off line media coverage
✓ Public Speaking
✓ General feeling (positive, negative, neutral)
✓ Etc...

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What are we Mesuring?
Concret (data)
✓Trafﬁc (site, press release, emails..)
✓Conversion (sales, newsletter subscription, ...)

Subjective
✓Engagement
✓Opinion
✓Inﬂuence
✓Feeling toward the brand (negativ, neutral,
positiv)
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The Four I’s of Social Media Measurement
Involvement
How involved is your community, how engaged, are they visiting the site, are they
subscribing to your blog, how many videos were watched

Intimacy
Level of comfort, love, hate your audience feels with your organization,
what is the sentiments or your ratings or comments
Interaction
Is your fan page increasing, have fans started conversations? How many
comments are you getting in your blog

Influence
How much influence are your efforts having on your strategy, how willing
are people to recommend you, are influencers sharing their opinion and
promoting your content?

Source: http://www.thesocialworkplace.com/featured/1273/

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Mesures and Key Performance
Indicators’s
«If it can’t be measured it shouldn't be done!»

✓Deﬁne KPI’s for each action
✓Actions should be actionable
✓Deﬁne tools used to measure (free, paying)

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Evaluation of Results

What «real life» results come from your online communication?
Deﬁne your conversion goals: donations, volunteers, event attendees,...
Use online source codes

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✓ Did the public respond to our messages?
✓ If yes, how ?
✓ Which factors impacted the target market? Their
reactions? Modiﬁcation of behaviors?
✓ What is the ﬁnal impact of the campaign?
✓ What measurable elements changed the brand
perception?

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✓Views
How many people did you reach?
Facebook Analytic and Google Analytics
✓Followers
Twitter Followers, Like button on Facebook, RSS
feed for your blog
Are your followers engaged? Quality over quantity
✓Engagement
Retweet, Comment, Post on Facebook Wall,
volunteering
✓Conversions
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http://www.slideshare.net/rebecca.bernstein/measuring-social-media-everything-i-know-i-learned-in-com101
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The Social Media
Monitoring Funnel

Source: http://www.ignitesocialmedia.com/social-media-monitoring-funnel/
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Evaluation Process for Online Campaigns
Reasearch of your brand’s
mention on blogs, social medias,
forums...

Measure results (general,feeling,
Create new Actions sales increase,...) with various
tools

Decision to relaunch or Evaluate for each action
stop certain actions action if result in adequation
with desired objectives

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Tools to Mesure Online Reputation and Success of PR 2.0
Campaigns

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Social Media ROI calculator

Source:
http://
www.dragonsearchmarketing.com/
online-marketing-strategy/social-media-
marketing/social-networking-media-roi-
calculator/

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http://www.frogloop.com/social-network-calculator

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Social Media Company Policy
✓Deﬁne the organization's guidelines for social media use
✓How will the company integrate the tools with the existing communication
✓What employees is allowed to communicate on which channel
✓Who is allowed to respond to comment
✓What is allowed or not allowed
✓When is it appropriate to delete a comment or a post

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Conclusion
✓Coordinate all you messages
✓Mention one channel in the other (ties in)
✓Take advantage of the connections between each channels
(links, multiple channel message services, social media links in
emails...)
✓Don’t use the same message for all channels
✓Use channels that ﬁts your needs and resources
✓Integrate social medias with your traditional marketing channels
✓Social Media is not an end, but the beginning of a conversation
✓Engage
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Let’s Keep In Touch...

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Questions?
C.daar@commnation.com
022/860 1444
078/629 5046
Facebook
Twitter: catherinedaar
http://ch.linkedin.com/in/catherinedaar
Skype: cat00001
www.commnation.com

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Online Communication and Social Media Engagement

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