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Strategy, Tactics, Planning & Measurement@MakalaJohnson
Definitions
Strategy: Reaching out to whom and why
Tactics: When and how to connect
TO CHOOSE TOOLS:
Strategy
Strategy development involves:
Identifying audience(s) Who do you reach now? Who do you want to reach?
Clarifying goal(s) What do you want your audience(s)to know/learn/do?
Developing message(s) What do you want to convey?
Strategy Reality Check
Audience(s) Identified accurately and precisely? Accounted for differences within groups?
Goal(s) Where do we want to be? By when? Achievable? What/who is in the way? Success measurable?
Message(s): Clear and jargon-free? Actionable?
Tactics
Crafting tactics involves: Knowing how your audience learns Discovering where your audience is online Identifying optimal times to connect
TrackMaven: Best Times to Post:http://slidesha.re/1o9buki
Tactics Reality Check
Learning Style Visual/Auditory/Kinesthetic? Special Needs
Online Location Desktop/Laptop/Tablet/Smartphone
Timing Life/work schedule Calendar considerations/Seasons
Best Practices
Develop a strategy and craft tacticsbefore choosing social media tools.
Start with this:
To avoid this:
Lesson 1…
8
Inefficiencies are opportunities with flashing lights…
Best PracticesIntegrate social media across all platforms –
website, e-newsletters, email blasts, print, direct mail, etc.
Style and tone consistent across platforms Each platform invites engagement with
every other platform
Strategy Document: The Plan
Goals: Aligned with organization’s mission; include timeline
Resources: Human, technology, $$ Measurement: To reduce
uncertainty about strategic decisions before and after
Douglas W. Hubbard, How to Measure Anything: Finding the Value of
“Intangibles” in Business
Measurement only matters when making or evaluating decisions.
For every decision, you have a chance of, and cost for, being wrong.
But thorough planning and measurement, even when not strictly necessary, saves time and effort if you need to make the case later.
Developing Your Plan
Start with your job, your organization’s mission or a key organizational strategy. What were you hired to do? Why does your organization exist? What has leadership identified as key to
future health/success? How can social/digital tools help you
achieve these goals?
Measuring Value…
Quick cost and benefit analysis:
Cost of shooting and editing: <$200 Cost of storage and distribution: $0 Value: NG pts/yr x % self-service x minutes/pt x
$/hr/60 = Value of time saved Increase in patient satisfaction & word of
mouth
What can you measure?
Lesson 2: Look beneath the metrics surface…
19
Lesson 3…
20
…Industry best practices are only guides.
Metrics should be actionable!
Facebook – Likes vs. Engaged
Facebook – Post Frequency vs. Daily Unlikes
0 1 2 3 4 5 6 70
5
10
15
20
25
30
35
40 Daily Unlikes
Daily UnlikesLogarithmic (Daily Un-likes)
Other Measurements to Improve Performance
Types of content that generate engagement Time(s) of day Custom short domain clicks Post length, number of hashtags
Conversions
How do these actions translate into: Appointment requests Enrollment in educational courses Inquiries about joining clinical trials
Questions?