Social Media Campaign

18 CHAPTER 1 The relationship-building approach to communications

8-STEP STRATEGIC COMMUNICATIONS MATRIX

1. BACKGROUND

2. SITUATION ANALYSIS

Planning begins with a synthesis of primary and secondary research. It provides background information on the industry, external environment, organization, product, service or issue. It includes a stakeholder analysis and segmentation study that identifies current trends in opinions, attitudes and behaviors. Resources such as staffing, facilities and intervening publics are also identified.

The situation analysis consists of two paragraphs. The first paragraph is

a statement of the current situation and a description of the challenge or

opportunity based on research. The second paragraph identifies potential

difficulties that could impede success.

3. CORE PROBLEM/ The core problem/opportunity is a one-sentence statement of the main d i ffi - OPPORTUNITV culty or prospect including likely consequences if not resolved or realized.

4. GOAL ANO OBJECTIVES

GOAL The goal is a one-senten,ce statement of the overall result needed to solve the problem or seize the opportunity. The goal does not have to be quantified.

OBJECTIVES Objectives are statements of specific results that lead to achieving the goal.

Objectives must be specific, written, measurable, attainable, time-bound, cost conscious, efficient and mission-driven. Evaluation criteria and tools should be included in written objectives. Key publics become obvious if objectives are clear.

5. BIG IOEA, KEV PUBLICS, MESSAGES, STRATEGIES ANO TACTICS

Big Idea A "big idea" is a creative strategy on which to build your entire campaign.

It appeals broadly across all key publics. Describe your big idea in one sentence. Then include a bullet for each of these three components: Big idea strategy, visual representation and slogan/hash tag.

Key Publics Key publics include a description of each group that must be reached to achieve the goal and objectives. Identify:

• Objectives accomplished by key publics • Demographics and psychographics

• Relationship with organization or issue • Opinion leaders

• Motivating self-interests • Viable communication channels

Plan specific messages, strategies and tactics for one public before moving to the next public.

CHAPTER 1 The relationship-building approach to communications 19

Me5sag!!s Message design is public-specific and focuses on self-interests. Create a small number of primary and a larger number of secondary messages for each public.

Primary messages are short summary statements sintllar to sound bites. They identify a category of information and/or communicate what action you want a public to take. They also tie the desired action to a public's self-interest(s).

Secondary messages are bulleted statements that give credibility to the primary message with facts, testimonials, examples and stories. They provide the ethos, pathos and logos of persuasion.

Strategies Strategies identify what a public must do to fulfill an objective and the chan ­ nel(s) through which messages will be sent to motivate that action. Multiple strategies may be required for each public.

Tacti.s Tactics are the creative elements and tools used to deliver messages through specific channels. Several tactics are required to support each strategy. Examples are story placements, YouTube videos, Twitter posts, special events, infographics, websites or biogs.

6. CALENDAR AND BUDGET

C.ilen .. ar Planning calendars show when each tactic begins and ends and the relation­ ship of publics and tactics to each other in a time continuum. Calendars are organized by public and strategy to show the work required .. A Gantt chart is recommended.

Budget Budgets are also organized by public and strategy. The budget projects the

7, IMPLEMENTATION

Project Manai,?ment

Quality Control

cost of each tactic. It also indicates where costs will be offset hy donations or sponsorships. Subtotals are provided for each strategy and public.

The campaign calendar is used to direct the whole campaign. Implementa­tion task lists break tactics down into component tasks and help you track them to completion. The budget helps you manage costs compared with projections.

Quality control checklists remind creators nnd editors of common mistakes. Strategy briefs help to assure tactics are aligned with strategies.

8. EVALUATION CRITERIA AND TOOLS

Criteria Evaluation criteria are the desired results established by and included in the objectives.

Tools Evaluation tools are the methodologies you use to gather the data. These tools must be included in the objectives and in the calendar and budget.

Cl 2011 LAURIE WILSON, fOSEPH D. OGDEN AND CHR STOPHER W LSONI I