1. The document outlines a 7 step process for integrating digital and social media strategies: listen, plan, investigate, promote, implement, amplify, and measure.
2. Key aspects of each step are described, such as assembling a team with roles like project manager, content creator, and analyst. Planning includes creating a content calendar and identifying channels.
3. Steps also involve taking inventory of available assets, creating a social media "cheat sheet" to guide participation, and live tweeting events from a command center to engage audiences.
9. 7 Steps to Integrating Digital & Social
1. Listen
2. Plan
3. Investigate
4. Promote
9
5. Just do it!
6. Amplify
7. Measure
10. Step 1: Listen
Key questions to ask:
What are your goals?
Who am I trying to reach?
How can I find these people?
What am I trying to find out?
What data can I use to measure?
10
13. Step 2: Plan
Key questions to ask:
What people do I need on my team?
What is my high-level content plan?
What channels and tools will I use?
What’s my Plan B (and Plan C or D)?
13
14. Assemble Your Team
Typical Roles:
• Project manager
• Content gatherer/developer/manager
• Lead communicator
• Lead listener
• Lead responder
• Photo-journalist (and support?)
• Videographer/editor
• Analyst
• Lots of friends along the way!
14
15. Main Roles for Live Tweeting streaming events
On-site team:
• Point person sends photos & quotes
to home team
Home-base “virtual” team:
• Publish quotes, photos & live
remarks
• Watch “influencers” stream and/or
hashtag for RT ops and responses
needed
• Process thank yous for RTs/mentions
Monitoring:
Watches monitoring system for known
issues or new “influencers” (eg: hashtag
hijacking)
15
16. Corporate – Global
- @DuPont_News
- YouTube
- DuPont Facebook
Country Channels
- @DuPontAfrica
- @DuPontAusNews
- weibo.com/dupont (new)
Digital ads
Primary channels Secondary channels
Other DuPont Channels
- @Dupont_ability
- @DuPontPioneer
- @DuPontPackaging
- Pioneer Facebook
EngagementOur “hub”
Digital ads
Stakeholders, influencers
and public share
messages and engage.
Awareness
Awareness
Get organized!
16
17. Bad weather
New speakers
No Wi-Fi
Sick team member
Highjacked hashtag
No power
Negative comments
Local or world issues
Technical difficulties
A “surge”
Don’t let this happen to you!
17
18. Issues planning
• Use social media monitoring
to understand potential
issues & identify activists
• Do scenario planning to
prepare responses
• Develop an escalation
process
• Use your SMMS to route &
assign posts for quick action
18
19. Step 3: Investigate
Key questions to ask:
What is our story?
What content will we have?
Where will the event take place?
Who will speak and participate?
What questions will they have?
19
20. Assets Lead up Launch Beyond
The Index x x
e-invitations x
Livestream (4) x
Speeches (quotes adapted for social) x x
Existing food security videos (13) x x x
FSI panel video x x
FSI walk-thru video x x
Highlight video(s) x
Event photos x x
Storify x
Social media “cheat sheet” x x x
News release x
Briefing book x x x
Ads x x
Blog articles (12+) x x x
Amplifying news from event x x
20
Take inventory
21. Step 4: Promote
Key questions to ask:
When do I start?
How do I reach people?
Who are my influencers?
Should I engage them beforehand?
What hashtag(s) should I use?
21
22.
23.
24. Describe event
How to
participate
How to share
and join
conversation
Give them
something
to say!
Who else will
be involved
Where to find
more info
Social Media “Cheat Sheet”
24
25. Step 5: Just Do It
No time for questions – just action!
Make people feel like they are there.
Listen to what they say.
Be responsive.
Say “thanks” as often as you can.
25
26. 26
Social Media Command Center
Social media command center during Food
Security Forum (Feb. 2012). Heather is hidden
behind Ed's monitor. Laura (not pictured) skypes
in from Johnston, Iowa. Tara e-mails photos from
Washington, D.C., Kristie from Brazil.
29. Step 6: Amplify
Continue the momentum:
Generate recap posts & assets
Share across regional and other business channels
Generate interesting infographics to spark further discussion
29
32. Step 7: Measure
Key questions to ask:
What impact do I want to make on the conversation?
Where will we drive online traffic?
How will I measure their actions?
How can I measure audience reach?
32
33. More than 320 outlets
covered the launch
worldwide
500+ influencers and 66
media members attended
first five launch events.
120,000+ visitors to
Global Food Security
Index page
More than 186.1 million
earned media impressions
worldwide
People from 58 countries watched
the livestream.
Results
33
34.
35. * For period of July 9-18
Results *
Unique visitors to foodsecurityindex.eiu.com
The impact of Digital Ads
Overall Results*
• 17,747,029 impressions
• 19,850 clicks
• 0.11% click-through rate
35
36. Global accolades for our 2012 Food Security Campaign…
36
WINNER
“Best Education
Campaign”
1st RUNNER UP:
“Global Campaign of
the Year”
WINNER
“Best of Silver Anvils”
“Global Communications”
“Reputation/Brand Mgt”