This weekly blogging reflection is due as a threaded blog post below by Thursday, February 20 @ noon. No exceptions for late work, except with Dr. W's consent.
Read our HANDS-ON SOCIAL MARKETING book, assignment above.
In a SINGLE blog post below for ALL chapters in the section, provide for EACH chapter:
1. A single sentence, IYOW, that captures the THESIS (main argument) for each chapter.
2. TWO specific pieces of supporting documentation - ideas, concepts, steps - to bolster your thesis for each chapter. (Use 2 - 3 sentences for each.)
3. A SINGLE specific question you have after reading and blogging on ALL chapters of the section.
Game on,
Dr. W
Chapter 17: Developing an Implementation Plan
ReplyDeleteThesis: Prior to implementing your social marketing plan, it's important to cover your bases by including a deployment, public relations, social media and internal readiness plan.
17A: The deployment plan acts as a blueprint, by guiding the marketer through all of the necessary steps in the production and execution of their program. Next, the public relations plan focuses on generating awareness about the program, through events such as walk-a-thons, concerts or celebrity appearances
17B: The social media engagement plan looks at how much time will be spent on various SM platforms (Twitter, Facebook, Instagram etc) and delegates who's responsible for monitoring the online activity. The internal readiness plan looks at educating staff, volunteers and community partners about what issue the program is looking at and how they plan to address the issue.
Chapter 18: Planning and Buying Traditional Media
Thesis: This chapter focuses on how to acquire advertising space across various media platforms.
18A: Purchasing advertising space guarantees where and when the ad will run, which improves the impact it has on the target audience. There are many variations of print and broadcast media that can be customized to best suit your programs target audience.
18B: Print media can include out-of-home buys, which include billboards, bus and subway signs and movie theatre screens. Online ads are also available, such as on YouTube, Facebook or other popular websites.
Chapter 19: Engaging in Social Media
Thesis: This chapter looks at how to effectively use social media platforms to generate awareness and enhance community interaction in regards to the given program.
19A: Social media can help build movements by generating conversation and sharing ideas. Online campaigns can also be sparked through the use of Twitter hash tags or Facebook posts.
19B: Blogs can be useful to share stories with other people who're interested in the same topic. Professional networking sites such as LinkedIn are helpful when looking for sponsors or fundraisers for your program.
Chapter 20: Generating Publicity
Thesis: Using public relations tools such as press conferences, news releases and media kits will generate awareness and begin to build an identity for your organization.
20A: Media attention will help to reinforce your campaign to your target audience. The attention will produce news about the initiative and the more people that are aware of the program, the more likely you'll get support.
20B: There are different types of media outlets that can be used to best suit the organizations model. The more an organization is willing to be present in the media culture, the more ROI they should see.
Chapter 21: Monitoring Implementation
Thesis: This chapter discusses including mechanisms to track the progress of the program and to ensure quality and efficiency are maintained throughout the campaign.
21A: Process evaluation activities monitor day-to-day operations. By tracking the operations in great detail, it will ensure the campaign stays on track and continues to work towards the end goal.
21B: Tracking methods can also be useful when looking at media outlets to ensure you're getting the services you expect, based on your contractual agreement. Other tracking methods would be useful in determining which media outlets are most successful, and where to put the most time and energy.
Question: Social media can become overwhelming at times, due to the endless possibilities all of the sites have to offer. How can an organization successfully measure and determine which platforms to use?
17. This chapter is about developing an implementation plan, which includes deployment, public relations, social media engagement, and internal readiness plans.
ReplyDelete17a. The deployment plan involves the different steps used to get from one point to another and produce materials. Noncommunication elements, copies of communication pieces, keeping track of inventory, and dissemination channels all need to be taken into consideration. Public relations plan is creating an event to introduce the campaign to the media and greater community.
17b. The social media engagement plan is figuring out with social media networks will work the best for your specific program. This includes Facebook, Twitter, blogs, and any other social sharing networks. The internal readiness plan involves getting others together and conducting an intensive training on your campaign and organizing them into specific roles.
18. The next stage is the planning and buying of advertisements in the media.
18a. “Free media” can be a great alternative to media placements, and involves running your ad for free in a public service announcement. The advantage to buying media is the control you have over ad time and location. In determining placement options, it’s important to evaluate reach and frequency.
18b. Broadcast media buys are also an option. You will need to evaluate the rankings of the station, and also “sell” your social marketing campaign idea to the account executive of the station. When analyzing prospective print media options, it’s important to look at the publication schedule, closing dates, size, cost, format, placement, and geographic targeting.
19. Traditional media allow you to fully control your message while social marketing can then allow for a deeper engagement in a smaller section of your target audience.
19a. Social media is an interactive tool and also serves as entertainment as it fosters a dynamic relationship between users. When using social media for promotions, it’s key to be authentic, share information and control, maintain relevance, engage in two-way conversations, and be an enabler.
19b. When developing the social media strategy, figure out who exactly it is you want to reach and can realistically affect. Take into consideration your capacity, objectives, and the tools and tactics you will use.
20. Public relations can be a great addition to your other communication methods.
20a. Some of the benefits of public relations include the ability to reach many people at one time, and it doesn’t require purchasing media time or space. Some disadvantages include lack of control over the conveyance of the messages, and also might not be able to reach the target audience with media that covers the program.
20b. Next, determine your “news”. Find the right angle that will set you apart and get the attention of the reporter. Look at timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, and superlatives.
21. Monitoring mechanisms need to be set up in order to monitor the implementation you’ve created.
21a. Using process evaluation involves monitoring the daily operations of the campaign. You need to look at those reached, those who participated, and the quantity and quality of the interactions on social media networks.
21b. The target audience response’s purpose is to assess the number of target audience members that are responding and participating in the program due to the campaign. Some different tracking methods include response tracking sheets, activity reports, online metrics, and public diaries.
Question: What are some of the disadvantages of PSA’s?
Chapter 17:
ReplyDelete1. This chapter is about how to develop an implementation plan and all the steps it involves in producing your materials and getting them from Point A to Point B.
2. A) A complete comprehensive plan includes 4 key elements. It includes deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
B) When having a public relations plan the event you offer should meet three criteria. It must attract your target audience. It then must communicate your message. Lastly, it must be considered news worthy enough by the media for them to cover the event.
Chapter 18:
1. This chapter is about the planning and buying traditional media and how to put your own advertisement in the media.
2. A) The “chief advantage” of buying media time/space is so that you can direct exactly where your advertisement will run. This is helpful because if you know your target audience listen to a particular radio station in the morning then you can ensure your ad will run at that time and be heard by your target audience.
B) Out-of –home (OOH) media buys include outdoor advertising like billboards, painted signs, and transit ads. This type of media can reach a very large population but it harder to narrow down to a certain target audience.
Chapter 19:
1. This chapter is about engaging in social media and how the media is able to reach the mass amount of people.
2. A) Social Media sites (Web 2.0) are dynamic with new content added by the users rather than the site managers. Traditional websites have a “one-way flow” of information while social media sites offer changes for users to interact with the sites content.
B) Social media is based on sharing. Sharing can mean sharing information and sharing control. The people who share the most useful and wanted information are the ones who build a strong following base. People build themselves up to be known as a “go-to” source of information.
Chapter 20:
ReplyDelete1. This chapter is about how public relations can generate publicity.
2. A) The key to implanting your media strategy is getting the information to the right people at the right time. Using a media contact list to help you get in touch with the right person for your purposes at each outlet. For example, at a newspaper or magazine get in touch with the editor in chief or managing editor.
B) Conflict can be a good approach to the media because everyone loves a good conflict. Reporters cover all sides of the issue even if there might not be a valid second viewpoint. When you cast the story try to not demonize your opposition.
Chapter 21:
1. This chapter is about monitoring implantation and how to catch problems in their easy stages.
2. A) Being able to track the progress of your program helps you to accomplish many different things. It can ensure that the elements of the program are being carried out as planned and to ensure quality. It will also help you address any potential problems, alter the course of the program if necessary, and assess the results of your programs.
B) Tracking mechanism can be used to track the progress of grogram implementation range from simple counts of phone calls and materials to analyses of management practices. Monitoring all aspects throughout the course of implantation will help you stay organized rather than waiting to the end and trying to record all the results. Tracking methods can be material inventory, distribution list, materials placement audit, and digital material distribution tracking.
Question: When you place an advertisement to play at a certain time on a certain channel, how can you measure the success of that ad? How can you tell if you are reaching your target audience?
Chapter 17
ReplyDelete1. An implementation plan includes: Deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
2. A) A deployment plan will help you to think through all the steps involved in producing your materials and getting them from point A to point B as well as installing structural or environmental features of your program prior to launch.
B) Use public relations strategies to attract coverage by the "free" media such as news outlets and talk shows. First, the event must attract members of your target audience. Second, it must communicate your message and third, it must be considered newsworthy enough by the media to generate a social media buzz.
Chapter 18
1. Your campaign will benefit much more as a result of investing into media buys. But if you don't have enough money, then PSAs are an alternative.
2. A)If you are not working through a media service, call the radio or television stations that you know your audience watches or listens to. Speak to someone in advertising sales and ask each outlet to send you a media kit which includes information about the station, its rate card, and a chart of the last Arbitron or Nielsen ratings for your target audience.
B) Out-of-home (OOH) media include outdoor advertising such as billboards and painted signs, transit ads, and other types of display. After deciding how you would like to proceed, ask the salesperson to take you on a "preride" in which they drive you around to view each location you are considering purchasing.
Chapter 19
1. The relationship between mainstream media and social media is like the letter "T" AKA What Steve Rubel calls, "The Magic T of Marketing".
2. A) The horizontal part of the "T" is the traditional forms of media such as television, radio, and magazines because they reach a large number of people with a relatively shallow message. Use social media to then draw the vertical line down, with deeper engagement for a narrower segment of the audience.
B) Some social media principles include: Be authentic, share, be relevant, engage in two-way conversation, and be an enabler. Some social media tools include: Blogs, microblogging, social networks, and social media monitoring.
Chapter 20
1. Public relations can be a useful adjust to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.
2. A) Public relations can accomplish: reaching many people at once, getting your message out quickly and efficiently, and doesn't require purchase of media time or space. Disadvantages include: Having less control over how your messages are conveyed, media coverage is not guaranteed, and you might not reach your target audience members without the media that cover your program.
B) Find an angle that makes your idea stand out and grabs the reporter's interest. Reporters look for: timeliness, general interest, local angle, conflict, human interest, novelty, celebrity, and superlativeness.
Chapter 21
1. Before implementation begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages.
2. A) Monitoring can be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised.
B) Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention. The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analysis of management practices.
Question: Is it better to have one person in charge or can you have two people in charge of all of this?
17. An implementation plan gives an idea of what will happen after the campaign is introduced and should include plans for deployment, public relations, social media engagement, and internal readiness.
ReplyDelete17A. Examining things like dissemination channels, non-communication elements needed before launch, and the number of each communication piece needed are all critical to having a successful launch that keeps your message in tact is effective as possible.
17B. Public relations and social media engagement are both key to a successful launch. These are two areas where plans need to be in place so that the message of the campaign gets attention and received by the target, but also because they need to give a consistent message in order to keep it in tact.
18. Paying for traditional media use is beneficial because there is total control over where and when the ad/ads run.
18A. PSAs and social media are great alternatives for campaigns with small budgets. However, there is virtually no control over where or when people will see the ad. If you know the demographic you are targeting listens to a particular radio station going to work in the morning, you can make sure your ad runs at that time.
18B. Reach and frequency are the two main things to think about when purchasing media. How many times does the average person or household see or hear your ad? How many people see or hear your ad at least once during a given time period? These variables will help plan media buys.
19. Traditional media is used to reach the masses, while social media is used to engage specific segments of the audience in a deeper way.
19A. Social media allows users to add content and interact with products, messages, and organizations in a relatively easy way. It also allows users to easily share with friends and other users – creates talk and buzz about products or messages.
19B. Authenticity, relevance, timeliness, sharing, two-way conversations, and enabling users are all ways to give your social media efforts a better chance of succeeding. Using social media by considering your objectives, target audience, and capacity will help decide which social media platforms to use in order to make them as user-friendly as possible.
20. Depending on your target audience, public relations can be a great complement to other communications if coverage is being generated through your other media outlets.
ReplyDelete20A. Public relations can help reach secondary audiences, increase community awareness, reinforce/supplement you campaign message, and pressure policy makers. It is critical to determine what you are trying to accomplish through public relations, whether it is promoting a behavior, advocating policy change, etc.
20B. A strong media contact list is essential to have effective PR. Paying attention to who covers what kind of stories can allow you to form relationships with people in the media. These relationships with contacts can lead to mutually beneficial long-term relationship with certain media outlets.
21. Monitoring practices should be set in motion before implementation so problems can be caught early and as they happen, allowing these problems to be solved before the campaign is damaged.
21A. Target audience response is a tracking method that looks at the number of target audience members responding and participating in the campaign. Response tacking sheets, online metrics, activity reports, and “graffiti sheets” are all ways to measure target audience response.
21B. Tracking things like online “buzz”, management effectiveness, and issue monitoring allow campaign members to deal with any issues that may arise with implementation as they happen. These three tracking categories in particular can help the campaign stay up-to-date and aware of problems as or even before they happen.
Question: It seems like there are a lot of different things to track during implementation, with a number of way to track each one. How expensive are some of these tracking methods? It seems that a non-profit or organization with little funding would have a very hard time doing all this tracking, never mind evaluating the campaign.
Chapter 17—
ReplyDelete1. The implementation plan must not be rushed, it’s important to cover all aspects that you will encounter once your plan is set into action—so covering things like deployment, PR, social media, and internal readiness are crucial.
2.A. When working in the PR phase, the media can be effective in getting your message out to your target audience. You can use PR strategies to attract coverage by the “free” media such as news outlets and talk shows.
B. If you are the only person that has been working on the ins and outs of the campaign, it is crucial to educate your staff, volunteers, and partners about what you are trying to do. This revolves around the internal readiness plan .
Chapter 18—
1. Once you have finished your campaign, the next step is to buy ad space—this is a process that can be intimidating if you do not know the industry, and have trouble deciding which platform to buy from.
2.A. Your campaign will always benefit much more from investing money into media buys, like TV spots or internet ads. However, if you’re hurting on cash, you can use PSAs as an alternative, or just put them on YouTube.
B. Another good solution for advertisements is the use of billboards and painted signs. Although they may not be good at reaching specific demographics, they can certainly reach a large portion of the population.
Chapter 19—
1. In the new era of marketing, some organizations do not like not being able to control all variables of the message; however, once you realize that people talking about the brand is positive then it becomes clear that social media is beneficial.
2.A. Social media is based on sharing. Which, in this context, means sharing information and control. This usually revolves around the people who share the most useful and interesting information—they usually have the most followers.
B. Although using social media is extremely beneficial, and free, it does require upkeep. Paying for an ad might cost money, but then the ad is there. With social media, you need staff time to set up and interact with the account.
Chapter 20—
1. Another way to generate publicity about your campaign is through public relations; although this work service comes at a cost, it’s relatively cheaper than creating a mass media campaign, buying airtime, or advertising space.
2. A. Before you follow through with your PR efforts, you need to determine what you want to accomplish for your program? Whatever the answers to your questions are will determine who you should try and reach with your message and which media outlets and blogs you should target.
B. If you want to achieve long-term relationship building, you should get to know the media gatekeepers at each outlet. These are the people that set the editorial tone of the publication or station, and filter which stories are covered.
Chapter 21—
1. A monitoring system will pick up on issues your campaign has before the implementation stage begins—most problems can be solved if you pick up on them early enough.
2.A. There are many mechanisms you can use to track the progress of program implementation. These can range from simple counts of phone calls and materials to complex analyses of management practices.
B. One mechanism you can use is monitoring media exposure. With this, you determine whether paid media ran as scheduled, if the media ran PSAs, and if the PR activities yielded media coverage as well as the number of target audience members reached through all these methods.
Question—In virtually all aspects of social marketing, there is a very strict format to follow in order to be successful. There are countless processes within processes, and steps within steps. There are steps to follow before you can even start the implementation process! So, how many organizations simply wing it, and don’t follow and format?
Chapter 17: This chapter discusses how to develop an implementation plan, including: deployment, public relations, social media engagement and internal readiness plans.
ReplyDelete1. The deployment plan helps you make your way through all of the steps and also helps install structural and environmental features of your program before it launches.
2. Both public relations and social media engagement are crucial in the plan. Plans needs to be set in both areas to the message gets to the target audience in an effective way.
Chapter 18: This chapter discusses the most effective way to buy advertising space through different media platforms.
1. When you purchase ad space, it guarantees that the ad will run in a specific place and time so you can use this to your benefit if you know when your target audience would see the space.
2. Out-of-home media is a type of advertising that reaches a very large audience through outdoor advertising (billboards, transit ads, etc.) but it is difficult to direct your target audience this way.
Chapter 19: This chapter discusses the effectiveness of using social media to project at a target audience.
1. Blogs are a useful tool when trying to share stories or images with people who are already interested in the topic.
2. Social media is a way to share information. It’s important to share the most useful and relevant information in order to become a “go-to” source of information by credibility.
Chapter 20: This chapter discusses how public relations generate publicity.
1. Reporters look for things like timeliness, local angle, conflict, general interest, human interest, novelty, celebrity and superlative-ness so if you have any of these things, you will be more likely recognized.
2. PR helps reach secondary audiences, reinforce/supplement your campaign message, increase community awareness and pressure policy makers.
Chapter 21: This chapter discusses monitoring implementation and how to catch problems before it reaches the public.
1. Some ways to monitor implementation include: asking callers how they found out about the program, making sure partners are sticking to their commitments and tracking your social media accounts.
2. By tracking operations, you are able to make sure the campaign stays on track and works toward your end result goal.
Question: When you are purchasing ad space, what is the best way to ensure that your target audience will actually be looking at the message where/when you want them to?
Chapter 17 - An implementation plan describes all preparatory activities, as well as what will happen once the program is introduced. It includes a deployment plan, public relations plan, social media plan, and internal readiness plan.
ReplyDeleteA. In your public relations plan, you should specify which media outlets you will target with your campaign. This also includes building a media contact list that includes contact information for each outlet you choose to target.
B. An important but sometimes forgotten step is to create an Internal Readiness Plan. This is where you make sure you educate your own staff, volunteers and partner’s staff about your goals and plans.
Chapter 18 - It is possible to buy advertisement space or broadcast time on radio, television, print, outdoor, or online advertising.
A. You can decide between paid or free media. Buying media time allows you to decide when and where your advertisement will be seen, where as with free media you rely on the media outlets to even run your ad at all.
B. A media kit should include a publication schedule, closing dates, size of your advertising units, costs, format, placement and geographic targeting.
Chapter 19 - Once your message has reached a broad segment of the population, the people who want more information or to interact with others surrounding your issue can move to social media to do so. Use social media to deeply engage a narrower segment of your audience.
A. One important principle of social media is to share. It is important to share information, and share control. Organizations that share useful and interesting information are ones that build strong followings.
B. Microblogging differs from blogging in that it allows you to provide brief updates and links. Services include Twitter and Google Buzz.
Chapter 20 - Public relations has many strengths as well as disadvantages. If done the right way, it can lend your organization credibility through news coverage, develop mutually beneficial long-term relationships, and get your message out quickly and efficiently.
A. Some disadvantages of public relations are: you have less control over how your messages are interpreted, media coverage is not guaranteed, and you may not reach your intended target audience through the media outlets that run your story.
B. News outlets look for the following elements: timeliness, local angle, general interest, conflict, human interest, novelty, celebrities and superlatives. Try to appeal to as many of these elements as possible to make your public relations efforts as successful as possible.
Chapter 21 - Use monitoring techniques to retrieve feedback on the program and catch any issues in their early stages.
A. One outreach activities tracking method is a materials placement audit. This is a physical visit to partner organization or outreach locations to ensure that posters are up and visible, brochures are placed where people can pick them up, etc. You need to ensure that your materials are being used correctly and as intended.
B. A media exposure tracking method is tear sheets. In this, you collect copies of every page on which your newspaper or magazine advertisement appeared.
QUESTION: Is public relations something that should be used by EVERY organization for EVERY campaign? Public relations can sometimes do more harm than good, so are there certain situations when it should be avoided to be safe?
Chapter 17
ReplyDeleteA.When developing an implementation plan it should include four elements: a deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
B.
-Using public relations strategies is a very effective way to get the message to reach the target audience. The campaign should use media and involve the community through press conferences for example or concerts and celebrity appearances. It is important to develop a plan for an event that meets three criteria: attract members, communicate message, be newsworthy.
-A plan for social media engagement should also be implemented during this step. There should be a plan for the amount of time that will be dedicated for engaging and interacting through social media platforms. The plan will help you to organize and plan when you will respond, how much time you will spend on the platform, and who you will engage with.
Chapter 18
A. Knowing how to obtain advertising space and which one to buy/utilize must be strategically planned.
B.
-Many people don’t understand why it is beneficial to pay for ads and PSAs when there is free media. Our text discusses the benefits of investing money into media buys. A major benefit is that when you buy media, you are in control of when as well as where the ad will run.
-There are broadcast media buys, print, out-of-home, and online media buys. For example print media buys allow you to purchase advertising space in a newspaper or magazine. Online ads can be seen in the form of search engine advertising or social network site ads.
Chapter 19
A. During implementation stage, consider the importance of engaging in social media, what social media are, the principles, and building an effective social media strategy.
B.
-The book defines social media sites as “dynamic, with new content added by users, rather than just the site managers,” p. 209. What this means is that there is a two way flow of communication and users are able to engage/interact with the site and it’s content. This means one must build a relationship with their target audience through social media.
-There are important social media principles to consider. They include: being authentic because people like to connect with real people, sharing, being relevant, engaging in two-way communication, being an enabler (“providing a place for people to gather online to get more information and talk about your issue,” p. 213).
Chapter 20
ReplyDeleteA. Implementing public relation strategies to generate publicity can help you to accomplish many things, although there are a few potential disadvantages.
B.
-Some disadvantages are that you do not have much control over how the message is conveyed and media coverage is not a guarantee. Also, there is a chance that the message will not reach the target audience and there is the possibility that something else might take up a lot of media coverage (taking away from yours). It is important to be aware of these disadvantages, instead of pretending that they do not exist.
-You want media attention because you may be able to 1) supplement and reinforce campaign with the target audience 2) reach secondary audiences 3) increase community awareness, and 4) influence policy makers to address the problem. Thinking about the possible media coverage that exists, and which one is best for the campaign is an important step in this process. Standard ones include news, feature, editorials and entertainment.
Chapter 21
A. Monitoring implementation through process evaluation and tracking mechanisms is an effective way to accomplish the effectiveness and success of the campaign program.
B.
-There are process evaluation activities that can help to identify where there might’ve been an issue. There should be clear process evaluation objectives because it helps to improve that campaign while it is still ongoing, rather than addressing/identifying issues after the campaign. Questions such as “how many target audience members and other people participated in your program activities,” can be answered through the use of these program evaluation activities.
-Tracking mechanisms must be monitored daily, weekly, or monthly. Some primary categories for monitoring are outreach activities, target audience responses, media exposure, management effectiveness/efficiency and issue monitoring. Each category has an important purpose, for example outreach activities help to determine if the communications is reaching audiences as planned.
Question:
What are the most effective tracking mechanisms that are 1) cost effective and 2) least time consuming?
Chapter 17
ReplyDelete1. The implementation of your social marketing strategy requires a plan. A comprehensive plan includes; a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
2. “rather than jumping into implementation as soon as your materials are ready, take some time to plan each necessary step.” (187)
3. “the media can be a very effective ally in getting your message out and to your target audience.” (188)
Chapter 18
1. After understanding your necessary channels it is important to plan out the way you are buying your traditional media outlets and the importance of it.
2. “Actually your campaign will benefit much more as a results of investing money into media buys. Of course, if you do not have enough money to pay for your media placements, then PSA’s are an alternative.” (197)
3. “If you have a community-based boating safety campaign, you can show your ads only to those who list boating as a favorite activity and live in your community. Of it you are reaching out to child care workers with a campaign to improve the nutritional quality of the food they serve their charges, a customized campaign might be welcomed.” (206)
Chapter 19
1. Social and traditional media both have their advantages and disadvantages.
2. “Social media technology gives ‘power to the people’ to do all these things; they can be a pundit, a publisher, a videographer, a DJ or a reporter.” (210)
3. ”The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value.” (212)
Chapter 20
1. Using public relations in your strategy can be both advantageous as well as potentially disadvantageous in a social marketing campaign.
2. “Public relations can be useful adjunct to your other communications activities if you are able to generate coverage by appropriate traditional and online media outlets.” (229)
3. “ You can use public relations methods to accomplish the following: supplement and reinforce your campaign with the target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issues.” (230)
Chapter 21
1. It is crucial to monitor all the existing mechanisms involved in your campaign before implementation even begins, and to do that you should establish a “monitoring system.”
2. “By keeping your finger on the pulse program, you will be able to adapt and make necessary adjustments along the way.”
3. “effective monitoring involves staying on top of trends in your programs activities and ensuring that implementation is on the right path toward accomplishing program goals.” (247)
Section VI:
ReplyDeleteChapter 17:
1. Chapter 17 covers the steps it takes to successfully develop an implementation plan.
2. a. In detail, the chapter discusses 4 different elements to a comprehensive marketing plan. Deployment plan, public relations plan, social media engagement plan, and internal readiness plan.'
2. b. The chapter also includes a thorough flowchart of the process. There are three main sections to the flow chart; assess, evaluate, and respond. This flowchart helps readers understand the process by providing a simple yet detailed visual aide.
Chapter 18:
1. This chapter discusses planning and buying traditional media.
2. a. There are two main types of media: paid and free. The chapter goes over the pros and cons of both by giving many different examples such as broadcast media and print media.
2. b. The internet (online media) gets the most attention in chapter 18. The internet section covers two main elements of online advertising; search engine advertising and social network site advertising (there is also "other online advertising" but it is not as effective.
Chapter 19:
1. Chapter 19 goes over how to appropriately engage in social media.
2. a. In order to effectively explain effective social media activity, the chapter starts by clearly defining what social media are. Social media have created a new paradigm in the marketing world and there are many different channels of social media.
2. b. After explaining what is considered to be social media, the book defines different social media principles. These principles include being authentic, sharing, being relevant, engaging in 2-way conversations, and being an enabler. The chapter continues on to describe different social media tools as well.
Chapter 20:
1. Chapter 20 is dedicated to explaining how to and why it is important to generate publicity.
2. a. Chapter 20 begins by listing the benefits of generating publicity for your social marketing scheme. Some of these benefits include: reaching many people at once, efficient and quick spread of message, and developing long relationships with media.
2. b. The chapter then gets more specific and discusses what type of media coverage is desirable. The book says that all exposure is beneficial in some ways, but in order to maximize productivity of the marketing scheme, the desired channel varies with the content (news, feature, editorial...).
Chapter 21:
1. This chapter goes over how and why it is important to monitor implementation.
2. a. Again, this chapter starts with an overview of the benefits of the specified action (monitoring implementation). Some of these benefits include ensuring quality, keeping staff and partners energized, and assessing results of your program.
2. b. There are many different tracking mechanisms when it comes to monitoring your marketing scheme. These mechanisms range from extreme simplicity to extreme complexity. Some strategies include outreach activities and issue monitoring.
Question: At the end of the whole marketing process, it is important to make progress financially and publicly. What implementation strategies give the best results in both of those categories? Which strategies maximize efficiency?
Ch.17
ReplyDelete1. We learn the ins and the outs of an implementation plan including the deployment plan, public relations plan, social media engagement plan, and the internal readiness plan.
2.
a) Use a kickoff event to introduce your campaign to the media and the community. This could be a press conference in which you preview your ads and explain how and why the campaign was developed.
b) you will need to create a plan for how your program will engage with people via social media. Decide who on the project will be responsible for coordinating the overall content used on the different types of social media sites. You may want several people to interact as individuals on their own accounts as representatives of the program or as a team through a single account that funnels everything through one place.
Ch.18
1. This chapter teaches us what it is going to cost to get your message out there.
2.
a) Your campaign will benefit much more as a result of investing money into media buys. Of course, if you do not have enough money to pay for your media placements, then PSAs are an alternative. Distributing your ads directly online through video sites such as YouTube is also a cost-effective way of reaching your audience if you promote them through your other outreach efforts and make them compelling enough that people want to share them.
b) If your campaign is nationwide, then you should work with the network salespeople who sell space at a national level. This means that you will not have to contact every station across the country but rather will deal with only a few people.
Ch.19
1. We are taught how to navigate social media effectively
2.
a) Traditional websites provide a one-way flow of information, from the site's creator to the user, while social media sites offer opportunities for users to interact with the site's content and other content creators.
b) Conversations via your social media activities heighten people's interest and help them get to know you. These interactions with your organization or program can result in the development of a relationship and identification with your cause.
Ch.20
1. This is letting us know how to hype your message.
2.
a) Select the target audience for your public relations efforts carefully. This may or may not be the same group you target in your other communications efforts. If you want to reach the same target audience, then refer back to your research on the group's media habits and work through those outlets to get your message to that group.
b) Find an angle that makes your idea stand out and grabs the reporter's interest.
Ch 21
1.This chapter lets us know that it is important to keep tabs on how your project is going.
2.
a) Monitoring may be as simple as asking callers how they found out about your program, tracking participation on your social media accounts, or making sure that your partners are doing what they promised.
b) The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices. Monitor closely all aspects of your program throughout the course of the implementation period rather than waiting until the end to look at the results.
Chapter 17
ReplyDeleteThesis: Before implementation, it is important to create an implantation plan, which covers all of the preliminary activities you need to perform and what you will expect after introduction of your program.
2a: A complete plan will include the following elements: a deployment plan, a public relations plan, social media engagement plan, and internal readiness plan. These pieces help answer questions about the introduction of your plan, how you will gain attention for your campaign, how you will engage with your target audience through social media, and the readiness of your organization.
2b: Because you have probably been the main person focusing on developing this project, it is extremely important to be sure the other people in your organization are familiar with your campaign prior to implementation. Through education during the internal readiness phase, you are able to explain the campaign, conduct training, convey expectations, and answer questions.
Chapter 18
Thesis: The next phase in the process is buying and placing ad space in the media, which can greatly benefit your campaign.
1a: One of the main advantages in buying ad space and time is control over production. It is up to you when and how the message will be viewable, which is extremely important in effectively reaching your target audience.
1b: While advertising through PSAs and other free services is a cost-effective alternative, it may also cause ineffectiveness in other areas. Media outlets decide when ads will run, if at all, and this can have undesirable consequences. Effectively reaching your target audience relies heavily on precision and repetition, something you sacrifice by using this method.
Chapter 19
Thesis: While traditional media platforms can be used initially to reach the masses, social media is an effective way to form deeper interactions with narrower segments of your target audience.
1a: One of social media’s greatest features is that it allows for two-way interactions between consumer and creator. You are not just sending messages out to your target audience, but rather building relationships with them. These relationships are oriented toward the long-term, and focus on building trust between the consumer and your organization.
1b: There are several important principles that one must keep in mind when launching the social media portion of your campaign: be authentic, share, be relevant, engage in two-way conversation, and be an enabler. Social media monitoring can be a way to analyze how successful you are at adhering to these principles, by monitoring the conversations going on surrounding your campaign. Monitoring can also be a way to reorient your social media strategies, and even other parts of your campaign
Chapter 20:
ReplyDeleteThesis: Public relations strategies can be an effective mode for generating publicity and gaining credibility for your campaign.
1a: As your presence in the media increases, the community’s awareness of your campaign will also increase. This can help gain support for your campaign, which can lead further publication of your campaign and its services, and ultimately, a greater likelihood of success.
1b: After you decide which medium is best for your campaign, get to know the media gatekeepers at each outlet. This can help you determine the types of stories deemed most newsworthy, as well as aid in developing long-term relationships with the various outlets. Finally, the more you can do to help the reporter cover your story, the more likely it is to be covered.
Chapter 21
Thesis: Effective monitoring is imperative in ensuring the quality and success of your campaign, and involves staying on top of trends while making sure you are on track toward accomplishing your goals.
1a: Monitoring daily the activities of your campaign is crucial in determining effectiveness and removing any unhelpful pieces from your campaign. This involves deciding what measures will be analyzed to determine success, and comparing it against your projected timeline and goals.
1b: Various tracking mechanisms can be used to track progress of implementation, but should address the following areas: outreach activities, target audience responses, determining media exposure and online “buzz,” evaluating management effectiveness, and issue monitoring. Rather than waiting until the end of a campaign to assess success, this methods allows you to make changes along the way, and ensure that you are on track to meet your goals.
Question: What do you do if you find media outlets are very unresponsive to your campaign, or don’t seem interested in your issue or goals?
17. You must have a plan before you implement your plan including deployment, public relations, social media engagement, and internal readiness plans.
ReplyDeletea. Media is often an effective way to get your message out to your target audience and you can use these strategies to get "free" media coverage.
b. You must make sure that everyone within your organization is on the same page when you implement a plan. It is easy to forget about this as you are so engulfed in your work and efforts.
18. You must be strategic when deciding where you want to buy traditional advertisement as the options can be daunting and you might have to work with a media buyer.
a. You must consider reach and frequency when considering your media purchases. Reach refers to the number of people who see/hear your ad and frequency is how often.
b. You must consider things such as what time of day your ad will play and who will be watching at this time.
19. Mass media reaches a lot of people in a broad audience where social media engages a smaller group of people in a more intimate manner. You must use both to achieve the "T" of marketing.
a.Social media offers opportunities for users to interact with the content you produce where mass media is a one way communication channel.
b.There are different tactics in social media that require using different tools. For example, if your tactic is building communities then you should use social networks and tagging as your tools.
20. Generating publicity is important when considering a budget of your advertising, but it can be difficult to do in the way that you want it.
a. You can use public relations methods to supplement your campaign, reach secondary audiences, increase community awareness of your campaign, and put pressure on policy makers to address your issue. You must select your target audience for your PR efforts carefully because it might be the same or a different group of your other communication efforts.
b. In order to get publicity you have to make your story news worthy. Find out how to make your cause something people should write and broadcast about to their following.
21. You have to monitor implantation and decide how you will stay on plan and look out for potential problems to avoid conflict along the way.
a. There are many tracking mechanisms to use to determine progress of implementation. There are different methods for each category of monitoring. You would use materials inventory, distribution list, materials placement audit, digital materials distribution tracking to track outreach activities.
b. Tracking activities while you are implementing can help answer many questions including what quantity and quality of interactions related to the campaign occurred via social media both with your social accounts and among others talking about it?
QUESTION: Do all social marketing specialists follow these formulas for implementing exactly? Who determines if one is qualified to know each of these methods or is it just something they are trusted to know and determine for themselves with a loose following of these steps?
Chapter 17
ReplyDelete1. The implementation plan covers all of the participatory activities as well as what will happen after the program is introduced, so take time to plan each necessary step.
2A. During the Deployment Plan, you ask how you will put all the pieces of your program in place prior to implementation. During the Public Relations Plan, you must try to attract coverage of your campaign by "free" media, because the media can be a very effective ally in getting your message out to your audience.
2B. During the Social Media Engagement Plan, you must assign at least one team member to engage with people via social media. Lastly, during the Internal Readiness Plan, you must prepare others in your organization for implementation.
Chapter 18
1. Placing your advertisement in the media can seem intimidating, but can pay off in the long run.
2A. Your campaign will benefit much more as a result of investing money into media buys. One chief advantage is that you can direct exactly when and where the ad runs to make sure that your target audience will see it and recognize it.
2B. Broadcast and Print Media are in the same category, because it is hard to pinpoint when your audience will listen to the broadcast and if they will get the newspaper or magazine that week. Online media advertising can useful when trying to reach your audience, because you can either use search engine advertising or social network site ads.
Chapter 19
1. Social Media have emerged as an effective and different way of communicating with the people who want more information or to interact with others around the issue.
2A. Social Media Sites are dynamic, with new content added by users rather than just the site managers. Social media sites offer opportunities for users to interact with the site's content and other content creators, you just need to know which one to use and how.
2B. You must be authentic when adding information to social media sites as well as relevant, people will respond more when they feel connected to you and feel as though the information is useful and interesting. Share information and control, engage in two-way conversations, and be an enabler to get more information and talk about your issue.
Chapter 20
1. Using public relations strategies as part of your social marketing program lends credibility, reaches many people at once, does not require purchase of media time, develops relationships with the media, and gets your message out quickly and efficiently.
2A. You must determine exactly what you want to accomplish through your public relations efforts, and frame the issue in an appealing way. There are many different types of entities- radio, television, newspapers, the internet -that vary extensively within each category, so know which one will reach your target audience the best.
2B. While going through the Public Relations process know who you will contact first and how you will contact them. Lastly, know what you have to offer in terms of your message and when the media contacts you know how to sell your message in the right way.
Chapter 21
1. By putting monitoring mechanisms in place you can retrieve feedback on the program and catch any problems in their early stages.
2A. Process evaluation activities monitor the day-to-day operations of your program so that you can say with relative certainty what comprised the actual intervention. You can evaluate the effects and contrbutions of each piece of the program to change or remove elements that are not working as intended.
2B. The mechanisms you can use to track the progress of program implementation range from simple counts of phone calls and materials to complex analyses of management practices. You must monitor outreach activities, target audience response, media exposure, online "buzz", and management effectiveness and efficiency.
Question: Do you have to trademark your idea before you put it into the media?
Chapter 17:
ReplyDelete1. Before beginning the implementation of your campaign, it is important to develop a plan that includes a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
2. The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced. Crucial aspects of this plan is identifying the dissemination channels that will be used, noncommunication elements of the strategy, how many copies of each communication piece are needed, how inventory will be managed, how you will inform the public of the campaign through public relations, how you will engage the media through social media platforms, and how you will be internally ready for the campaign to launch. When considering public relations plans, consider using a kickoff event that will attract members of your target audience, communicate your message, and is considered newsworthy.
Chapter 18:
1. Planning and buying traditional media may be daunting, but with an understanding of the process, you can navigate media buying and save your organization money, while having control over the process.
2. The chief advantage of buying media time or space is that you can direct exactly where and when the ad runs. When purchasing print media buys, be sure to consider publication schedules, closing dates, size of the advertising units, cost, format, place, and geographic targeting. Other buys include broadcast media buys, out of home media buys, and online media buys (search engine advertising, social network site ads, other online advertising).
Chapter 19:
1. Social media is an effective and unique way for organizations to communicate with people and create conversations with a market.
2. Social media allows for deeper engagement for a narrower segment of the audience by allowing conversations with the market. Social media provides power to the people, and there is great value in organizations using this to supplement their promotional strategies. Social media principles include- be authentic, be relevant, share, engage in two-way conversation, and be an enabler. Tools that can be utilized relating to social media include blogs, microblogs, social networks, and social media monitoring.
Chapter 20:
1. Using public relations to your advantage can generate publicity that can be thought of as “earned” media but not “free media.
2. Publicity is a great way to supplement and reinforce your campaign with your target audience, reach your secondary audiences, increase community awareness of your program, and put pressure on policymakers to address your issue. However, when using public relations you have less control over how your messages are conveyed, media coverage is not guaranteed, and success is also not guaranteed.
Chapter 21:
1. Even before implementation begins, it is important to develop monitoring mechanisms in order to receive feedback, identify problems in their early stages, and help you reach success.
2. Tracking the progress of your program can help you ensure quality, alter the course of the program if needed, keep staff and partners energized, and assess the results of the program. There are a variety of different tracking methods that can be used to assess performance, and these include methods in the categories of outreach activities, target audience response, media exposure, online buzz, management effectiveness/efficiency, and issue monitoring.
Question: What is the best kick off event you have ever heard of for generating publicity?
CHAPTER17
ReplyDelete(1) An implementation plan requires a deployment plan, a public relations plan, a social media engagement plan and an internal readiness plan.
1- Kickoff events are effective when trying to incorporate the media into your implementation.
2- These kickoff events should attract members of the target audience, communicate your message clearly, and should also be considered as “newsworthy."
CHAPTER18
(1) Understanding how to buy and plan media can seem difficult and overwhelming, but there are several options and methods for advertising depending on budget and capability.
1- Buying media time and space gives you an advantage in social marketing because you are able to choose where, when and how you want your product to be displayed.
2- The Standard Rate & Data Service (SRDS) is an information source which publishes multiple directories with information for advertising in newspapers, magazines and business publications.”
CHAPTER19
(1) Social media has become an option for people to actively connect and interact through a new medium.
1- Social media and traditional medias are used as a tool for two-way conversations that can lead to a greater attraction to your issue by giving people the opportunity question, discuss, and evaluate their experience while also gaining social support.
2- “Sharing” is one of the most important parts in social marketing, and by this, sharing means sharing information and sharing control.
CHAPTER20
(1) Through the use of public relations, you can use your message to gain publicity from target audiences that may or may not have been reached through your advertising.
1- Public service is information that the majority of media use as a courtesy to the community.
2- News media has their own means for judging what is “newsworthy” depending on how you grasp their attention and make your issue one that stands out in the most effective yet creative way possible.
CHAPTER21
(1) Through monitoring the implementation process, your chance of problems becoming out of control is reduced.
1- Effective monitoring requires that you stay on top of what’s popular in your program’s activities and ensure that the implementation is on track to accomplish what your program expects and more.
2- Media exposure is crucial for implementation and you can monitor when your advertisement was run at any given time slot; the more you get your voice out there, the more the public will become familiar with you.
Question: Relating the recent issue with Bode Miller and the persistent interviewer to making a story “newsworthy”, how far is too far when trying to make yourself standout?
Chapter 17
ReplyDelete1. This chapter is about the development and implementation of your plan and the steps you are going to take.
2a. You want to have a set plan for every aspect of your project weather it be public relations or social media.
2b. You don't want to just jump into a project once your physical materials are ready you want to ensure the steps you are taking will make you the most successful. Spending the time to prepare a plan will benefit you in the long run.
Chapter 18
1. This chapter discussed putting your ads in the media and how you have to go about buying ad space.
2a. Using a PSA is free advertisement. You want to ensure you have looked into free ad options before you go and spend your money on buying ads.
2b. Print media buys have many parts wether it is a daily, weekly or monthly ad, the dates you want to run the ad, how much the space you want, the cost of the space. Many aspects to print media.
Chapter 19
1. This chapter discussed how social media can reach out to large amounts of people but you want to ensure it is engaging.
2a. Making sure that you are constantly sharing your information and that it is accurate and relevant to the topic or problem at hand.
2b. Make sure you have taken time to think about what you want your social media outlet to portray. Don't quickly create one just to fit in. Show you are educated and experienced and ready to reach out.
Chapter 20
1. This chapter discussed the advantages and disadvantages to using public relations in your project.
2a. Some advantages are news coverage, no need to purchase space or time, could build long term relationships, spreads your message fast and effectively.
2b. Some disadvantages are your control on how the message is portrayed is limited, you are not guaranteed anything even if you have put a lot of time into it.
Chapter 21
1. This chapter talks about catching problems that may have been implemented before they reach the public eye.
2a. You want to ensure the quality of your work and make sure you are putting out what you intended.
2b. Make sure you are evaluating your work weather it be good or bad ensure you are aware of the progress or lack there of you are making.
Question: How do you know when choosing on an ad you are reaching the target audience you desired? What If the most cost effect way doesn't reach to the correct audience?
17. It is crucial to have a plan before implementing your plan including deployment, public relations, social media engagement, and internal readiness.
ReplyDelete1. The first step of intro to plan is figuring out how you will gain the attention of the audience and where it will take you.
2. Also, before implementation of the plan, you need to make sure that all partners and others involved are familiar with the goals.
18.) This chp talks about deciding where and how you may want to purchase advertising spaces.
1. Even with free media outlets, it is still beneficial to purchase advertising in order to be in complete control of the ads.
2. Out-of-home media is madia ads such as billboards which are beneficial because they reach a large scale of audience, although it is very difficult to narrow that audience down to your target audience.
19.) This chp talks about how to properly engage your target audience through social media.
1. social media is effective because it allows to segment a much smaller target audience and even gives you the ability to engage and interact with them ona personal level, getting them involved.
2. With this, it is important to keep the information on the social media outlet relevant and authentic in order to gain more followers.
20.) Public communications is a very useful tool for complimenting your other forms of communication.
1. some disadvantages of public relations is that you do not have full control of the way that your target audience in viewing and interpreting it.
2. standard public relation strategies are helpful in supplementing your campaign and gaining media coverage on a different means.
21.) It is important to monitor your campaign with a monitoring system.
1. monitoring your campaign is crucial in measuring your success and activities progress in order to analyze.
2. Tracking activities is very helpful in gaining an understanding what is currently happening in your campaign and in what direction it will head in order to evaluate and possibly make any changes before anything actually happens.
Chapter 17
ReplyDelete1. The implementation plan covers all the preparatory activities as well as what will happen after the program is introduced though a few different means.
2a. The development plan helps to flush out all the steps involved in producing your materials an making sure they get to where they need to be. It is important to consider how many copies of each communication piece you need as well as your dissemination channels.
2b. An effective public relations plan can help you to best get your message out to the desired target audience. A kickoff event can be a good way to introduce your campaign to the community as well as the media. Media contact lists should also be built up to include the critical information about each outlet.
Chapter 18
1. Although initially intimidating, social marketers must decide weather to purchase advertisement space, broadcast time on radio, television, print, outdoor or online advertising.
2a. There is a choice between paid and free media. Paid media offers social marketers complete control over when and where an ad might run as well as all of the content.
2b. There is also the choice between broadcast media buys, print media buys and Out-of-Home Media buys. In some cases outdoor advertisements such as billboards and printed signs can reach a large portion of the target population. Print media as well as broadcast media buys can often be expensive.
Chapter 19
1. Social media makes it easier for people to interact, connect, and can be used to gain deeper engagement with a narrower segment of the target audience.
2a. There are certain media principles that guide interactions in the social media realm. Social marketers must be authentic, share information and control, and create a space for others to gather online and get more information.
2b. It is necessary to think strategically about how you will use social media. Social marketers need to define objectives, know their capacity, and identify appropriate tools and tactics.
Chapter 20
1.Public relations can be used to promote the social marketing program with clear advantages, but it is first subject to several questions.
2a. Social marketers must consider the type of media coverage they want. They must evaluate if radio, television, magazines, computer software, or the internet provide the most opportunity for getting the desired message out to particular audiences.
2b. The key to implementing your media strategy us making sure that your information to the right people at the right time—begging the question who will you contact in the media? Social marketers must use their media contact list to identify the right person for your needs at each outlet.
Chapter 21
1. Monitoring mechanisms assist in obtaining feedback as well as discovering problems in their early stages.
2a. Process evaluation activities monitor the day-to-day operations of your program so that you can say with some degree of certainty what comprised the actual intervention. The information provided can help you with improving the program during implementation itself rather than waiting until the campaign is over to decide whether the program went as planned or not.
2b. Tracking and mechanisms can be used to track the progress of program implementation. Some methods include outreach activities, target audience responses, and media exposure.
Question: What are the basic steps in building up your media contact list? Where is it most effective to have the most contacts?
Chapter 17:
ReplyDeleteThesis: A comprehensive social marketing implementation plan consists of a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
•“Rather then jumping into implementation as soon as your materials are ready, take some time to plan each necessary step. The implementation plan covers all of the preparatory activities as well as what will happen after the program is introduced.” (p. 187)
•“Depending on which tools you are going to use in the campaign—whether its blogs, social networks, Twitter, online videos, or other social sharing sites—create a plan for how much time the responsible staff member (s) will spend on interacting through those venues.” (p. 190)
Chapter 18:
Thesis: There are many approaches and options to choose from when it comes to media buying (paid versus free media, broadcast media buys, print media buys, out-of-home media buys, or online media buys etc.) it is important to determine what works best for your organization and to decide if it is feasible to do it on your own, or if it is worth hiring a professional.
•“With an introduction to how it all works, you can navigate the world of media buys yourself to save your organization money and have more control over the process. Or, if you have a more complex media buy, you may decide to work with a professional media buyer who knows the ins and outs and can save you time and money.”(p. 197)
•“When done in a relevant way, advertising on websites can be effective in reaching your audience. The key in determining the right type of online marketing and making sure your ads are appearing on the sites are frequented by your audience. (p. 205)
Chapter 19:
Thesis: Traditional media has evolved into social media, which allows people to connect and interact: both have their advantages and disadvantages.
•"Using social media doesn't mean that marketing via traditional forms of media is no longer necessary; each channel is appropriate for different purposes and audiences."(p. 209)
•“The biggest difference between social media and traditional media is that these tools allow for two-way conversation. Rather than ‘talking to people’ we want to reach, we can now talk ‘with them’. “(p. 213)
Chapter 20:
Thesis: While a public relations strategy is not necessary for every social marketing campaign, it does have the potential to increase the attention to your program.
•“Find an angle that makes your idea stand out and grabs the reporter’s interest.” (p. 231)
•“The news format provides great credibility to your information and attaches inherent importance to it”. While a reporter rewrites the story, you are able to build a relationship with an individual inside the media (p.233).
Chapter 21:
Thesis: Monitoring social media campaigns throughout the implementation process enables marketers to catch problems early and to obtain feedback.
•"Tracking the progress of your program helps to accomplish: ensuring that the elements of the program are being carried out as planned, ensuring quality, addressing any potential problems, altering the course of the program, keeping staff and partners energized, knowing when you might be running out of materials, and assessing the results of your program."(p. 247)
•“Process evaluation activities monitor the day-today operations of your program so that you can saw with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended.” (p. 248)
Question: Is money generally the determining factor when deciding if a public relations strategy is worthwhile?
Chapter 17 – “Developing an Implementation Plan”
ReplyDeleteThesis: It is important to develop a plan for each step of the implementation process.
Support 1: The implementation plan should include the deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
Support 2: Public relations involves attracting coverage for free media including news outlets and talk shows. A kick-off event can gain free media attention and involvement with the community.
Chapter 18 – “Planning and Buying Traditional Media”
Thesis: Buying traditional advertising is helpful because you have control over the time and place that your ad is seen, and can then target specific segments of your audience.
Support 1: Call local television and radio stations and ask for a media kit. The media kit will give you price information and ratings so you can compare different local networks and choose the one most likely to reach your target audience.
Support 2: When considering where to put a print ad, you should get media kits for several different magazines and newspapers. Then you can compare circulation, publication schedule, cost, and format to choose the best one for reaching your target audience.
Chapter 19 – “Engaging in Social Media”
Thesis: Social media should be used to complement your traditional media advertising as it allows you to have conversations with your audience after they have been pulled in by the mass media.
Support 1: Be authentic when using social media. People are much more likely to respond if they feel like they are talking to a real person and not a press release.
Support 2: When creating a social media strategy, consider what your objectives are, who you want to reach, what your capacity to keep it active is, which tools and tactics you will use, and how you will measure success.
Chapter 20 – “Generating Publicity”
Thesis: Public relations can be an effective way to reach people via “earned media,” particularly when your audience is one that keeps up with the news.
Support 1: Consider what you want media attention for. You could use it for supplementing your campaign for the target audience, reaching a secondary audience, increase community awareness, or to put pressure on lawmakers to address your issue.
Support 2: Think about what type of media coverage you want. Your campaign could be featured in the news, as a feature, in the editorials, as an entertainment piece, or as a public service like a community calendar.
Chapter 21 – “Monitoring Implementation”
Thesis: To ensure a successful campaign, put monitoring mechanisms in place so you can catch problems quickly and solve them immediately.
Support 1: Before placing monitoring mechanisms, determine what measurements will indicate success or failure. Counting people reached or media hits are examples of measurements that may be relevant to your program’s success.
Support 2: Use tracking methods to measure media exposure. Find out if media ran as scheduled and how many audience members you reach.
Question: How do you determine what success for your campaign will look like, especially if it is entirely new?
Chapter 17
ReplyDelete1. Developing an implementation plan helps prep all of the necessary activities as well as what well happen after things start moving forward. A comprehensive plan includes a deployment plan, a PR plan, a social media engagement plan, and a internal readiness plan.
2A. Important aspects that should be paid attention to while organizing an implementation plan are dissemination channels, non-communication elements, communication copies, inventory, and how materials will be distributed.
2B. Kick off events are a great PR move in order to introduce your plan to the media and the community. Some examples are: Walk-a-thon or fun run, health fair, expert panel discussion, online launch across social networks, a concert, disease screening, celebrity appearance.
Chapter 18
1. The chapter focuses on the basics of planing and buying traditional media. It also discusses general advertising numbers and certain themes, such as paid vs. free media.
2A. Reach and frequency are two important variables to consider as you plan your media buys. Reach refers to the number or percentage who see or hear your ad at least once during a period of time. Frequency is the number of the times the average person or households sees or hears your ad during that period of time.
2B. Out-of-home media (OOH) are media buys that include outdoor advertising such as billboards and painted signs, transit ads, and other types of displays. Although it's difficult to target specific demographics, but it can reach a large proportion of the total population.
Chapter 19
1. Social media is a great, powerful and emerging tool that many social marketers have been trying to successfully engage in. The most positive characteristic of social media is that it is easy for people to connect and interact, which has created a new paradigm in marketing.
2A. Key social media principles include authenticity, sharing, relativity, engaging in two way conversation, and being an enabler to your target audience.
2B. Audience technographics are profiles of how people participate online and a what overlapping groups they are put in. Examples of these technographics are creators, conversationalists, critics, collectors, joiners, spectators, and inactives.
Chapter 20
1. In order to have a successful social marketing campaign it is crucial to generate positive publicity. This can happen through public relations tactics, media kits, news coverage, press conferences and news releases.
2A. Although PR can be positive, there are some disadvantages to PR tactics. Messages can be misconstrued, media coverage isn't guaranteed, and your target audience might not be properly reached.
2B. Media refers to many different entities such as radio, news, television, newspapers, magazines, computer software and the internet. These entities can then be classified by news, features, editorials, entertainment, and public services
Chapter 21
1. Monitoring implementation techniques can help you manage positive feedbacks while also improving your marketing plan and preventing mistakes.
2A. Tracking mechanisms focus on two main prospectives: outreach methods and Target audience response. Outreach activities test how effective communications were distributed. Target audience response monitors the amount of target audience members who participate in the marketing plan after the campaign.
2B. Issue monitoring helps marketing campaigns stay on top of trends and developments that might impact their program.
This comment has been removed by the author.
ReplyDeleteChapter 17
ReplyDelete1. This chapter focuses on developing an implementation plan that includes a deployment plan, a public relations plan, a social media engagement plan, and and internal readiness plan.
2.a. The deployment plan helps you figure out what steps you need to get from point A to point B. The public relations plan deals with the media and how to create an effective ally with them. As well as, creating an event to introduce your campaign.
b. A social media engagement plain is important because you need to plan how your program will engage with people. You will also need to decide how the program will be represented on social media.
Chapter 18
1. Part of the social media campaign is planning and buying traditional media.
2.a. Your campaign will benefit from investing money into media buys. They allow you to direct when and where the advertisement runs.
b. You need to consider two main variables, reach and frequency. Reach is the number of people who see or hear your ad, and frequency is the amount of times they see or hear the ad.
Chapter 19
1. Social media can allow you to have a deeper engagement with your target audience.
2.a. Social media has developed into a new paradigm in marketing that is making it easy to connect and interact with people.
b. There are social media principles that are conducive to all platforms ensuring effective interaction. These include being authentic, sharing, being relevant, engaging in 2-way conversation, and being an enabler.
Chapter 20
1. Press conferences, news releases, and media kits are effective public relations methods that generate coverage.
2.a. Public relations methods will give your program credibility, reach many people at one time, and it gets the message out quickly. It may be less effective if the target audience does not watch the news.
b. The downside to public relations is that media coverage is not set in stone. Breaking news may bump your story out of the way. Also, you do not have as much control over how your message is conveyed.
Chapter 21
1. This chapter focuses on implementing a plan to monitor your program and retrieve feedback.
2.a. A monitoring system helps to catch problems, to ensure quality, and to make sure everything is being carried out according to planned. It is essential to assessing the results of your program.
b. To make sure the campaign stays on track, process evaluation activities can monitor day-to-day operations. They track the operations in great detail and help keep the program on track to the end goals.
Question: How are reach and frequency measured for advertisements?
Chapter 17
ReplyDeleteThis chapter introduces an implementation plans which include deployment plan, public relations plan, social media engagement plan, internal readiness plan.
-You need to decide a plan of how to assign people in your teams to engage in social media. You may want several people to interact as individuals on their accounts as representatives or you may want them to response as a team. It also depends on which media you use.
-The internal readiness plan suggests that you should involve more people in your organization in the program. Especially, you should identify each person`s role by conduct meetings or creating a telephone protocols. Sharing your goals and ideas with other is important.
Chapter 18
This chapter introduces us the way to plan and buy traditional media in order to make an effective campaign, with a tradition rate of 15% that you pay for the traditional media.
- The advantage of buying time and space on traditional media is that because you will know exactly the time and place that the ads run. It will help you to reach your target audience in an easier way.
- You need to consider reach and frequency. Reach is the number or percentage of people who see or hear your product at a period of time. Frequency is the number of times the average person sees or hears your ad during that period of time.
Chapter 19
This chapter tells us that engaging in social medias as the way to do social marketing without control every aspect of the messages.
- In social marketing, market is conversation. The audiences don`t accept the messages passively, they want to interact with the information. You need to build relationship in social media.
- Be authentic, share, be relevant, engage in two-way conversation, be an enable are important principles when engaging in social media. You always need to think about your overall objects, audiences, and time that you put into your project.
Chapter 20
This chapter focuses on public relations with traditional media as a tool to generate publicity.
-According to the author, media advocacy is a tool that uses the power of media to make social change and influence public opinions. We can use “ creative epidemiology” and “ social math” to create newsworthy events that reframe public opinions and images about debate issues.
- The media prefers events that have the following elements: timeliness, general interest, local angel, conflict, human interest, novelty, celebrity, superlatives. Knowing this will help you reach the media more.
Questions: How can we make more people to engage in our stories more in a positive way in social media?
Chapter 17
ReplyDelete1. This chapter is about how to develop an implementation plan, and what it should include.
2. A. For a marketing launch to be successful, PR and social media must be utilized.
B. You and your staff must be well educated on the subject so you can speak with credibility. This is called an internal readiness plan.
Chapter 18
1. This chapter speaks to the benefit of buying media
2. A. Buying media gives you power over deciding where and when your media will run, to ensure you can hit your target audience at the optimal setting.
B. There are types of media to buy that must be considered other then digital. Print media, including billboards are still a viable way of creating buzz and attention.
Chapter 19
1. This chapter discusses how social media is useful at marketing towards specific demographics.
2. A. Social media allows for interaction between user and creator, while traditional media only allows the creator to communicate with the user and not vise versa.
B. People like to connect with people, not corporations. Social media allows them to feel close to people.
Chapter 20
1. PR is an invaluable tool to create publicity, although there are potential drawbacks.
2. A. Specific and tailored hooks are needed to grab the attention of reporters in the media.
B. Publication and media awareness for your campaign allows for future publications and media awareness.
Chapter 21
1. Monitoring mechanisms allows for you to keep up to date on status of the effectiveness of your marketing campaign.
2. A. Monitoring can range from phone calls, to analytics to track web traffic.
B. You should monitor success throughout the campaign. Waiting to the end can waste time if methods prove ineffective.
Question- How has PR changed in the last 10 years, and where will in be in another 10?
Chapter 17
ReplyDelete1. There needs to be an implementation plan set in place in order to carry out a social marketing program successfully.
2. a. The first step in the implementation plan is to develop a deployment plan. This plan asks questions like what non-communication elements of the strategy need to be put in place before launching the program.
b. Another element of the implementation plan is the internal readiness plan. This plan prepares and informs the people who are involved in the social marketing organization so that everyone involved is well educated of the goals and limitations.
Chapter 18
1.there are many ways that a social marketing campaign can advertise their massage, through paid or free advertising, on the radio, on print, online, or out-of-home.
2. a. Some examples of out-of-home media buys include advertising on billboards, bulletins, subway stations, and movie theatre screens.
b. One type of online media advertisement is through the use of social networking sites like Facebook and MySpace.
Chapter 19
1. Social marketing is not the only component that social marketers need to focus on to get their message across, even though it can be very useful because it gets people talking and conversation is king!
2. a. There are five social media principles and they are to be authentic, to share, to be relevant, to engage in to-way conversation, and to be an enabler.
b. In order to build a social media strategy, social marketers need to start by setting goals and objectives’, establishing what is their capacity, figuring out what tactics to use and lastly measuring their success.
Chapter 20
1. The use of media and news coverage can be beneficial to the social marketing program but there are many things to consider before including public relations in the social marketing strategy.
2. a. In order to get the attention of the media, the social marketing program needs to grab the attention of the people who will report on it. There are elements that the media pays more attention to and one of them is novelty.
b. There are different ways that the social marketing program can contact the media, some of these ways are by traditional news media or by blogger outreach.
Chapter 21
1. It is important to track the progress of a social marketing program and monitoring how the program is being implemented can do this.
2. a. Process evaluation involves the monitoring of operations that take place every day. Process evaluation can help improve the program while it is being implemented instead of waiting until the program has come to an end and then improving for next time.
b. Tracking mechanisms are set in place for tracking progress of the program and these tracking mechanisms are done by recording the level of activity, responses, online metrics, and public diaries.
Question: Which online advertising is the most successful? Social Networking seems to be the best way to reach a more narrow population, but is that the best way?
Ch17 Developing Implementation Plan
ReplyDeleteA. This chapter covers types of implantation plans, all with different characteristics and effectiveness
1. There are 4 different elements to implementation planning, deployment plan, public relations plan, social media engagement plan, and internal readiness plan.
2. The assessment flowchart gives visual aid to an PR, social media, internal readiness, and deployment plan and assesses, evaluates, and gives responses on the final evaluation.
Ch18 Planning and buying traditional media
A. There are two kinds of media, bought, and free, each with their own pros and cons
1. The internet receives the most media attention and covers two medium’s for proactive marketing, search engine advertising, and social networking site advertising that can be seen by thousands if not millions of consumers (I dislike social media advertising very much)
2. Some media is far more expensive than others and is sometimes less ineffective, choosing the type of media is just as important as what the message in it is.
Ch19 Engaging in social media
A. Social media has created a brand new paradigm for marketing and the large variety channels and medium’s are endless and can be used to great advantage of marketers for behavior change.
1. There are social media principles which guide what is appropriate for social media, these include being authentic, sharing, being relevant, engaging in 2-way conversations, and being an enabler for others to gather and have conversation about this wanted behavior change
2. Social media tools are quite interesting, the difference between blogging and social media both have a different anatomy and way of doing it, hiring employee’s who specialize in each social media can be highly effective instead of having one person do all of them.
Ch20 Generating publicity
A. The benefits of generating publicity are literally endless, publicity provides a platform for conversation (which is key!) and by reaching many people at once marketers can efficiently and quick spread the message and develop relationships with the media
1. Publicity content depends on what type of coverage you are looking for, news, feature, editorial, entertainment, public service, etc.
2. It is not impossible to smart small and get big, bloggers are a particular niche in social media which is on the rise onto more mainstream media, real news channels will interview bloggers from time to time because the have something more unique to offer than a news reporter reporting on that specific topic.
Ch21 Monitoring Implementation
A. Monitoring your marketing implementation is important and beneficial, some of these include ensuring quality, keeping staff and partners energized, and assessing the results and quality of your marketing strategy.
1. Tracking mechanisms to monitor strategy can range from simple, such as inventory forms, tracking sheets, and audit’s to extreme and complex, such as television and radio logs, legislative tracking systems, and in depth and expensive surveys
2. Although all important, online buzz and media exposure tracking are the most important because they are the two that receive the most attention from audiences, people these days do not want to take a survey and mail it in, while a simple poll on a social media site can bring the same results.
Q: I feel that advertising on social media is sometimes not the best play for businesses because it inhibits consumers from doing what they want to do and see on their social media site, whenever i see ads on Facebook i immediately report them for something because they're so annoying. Do businesses take this into account? and possibly the lack of youth input into these companies marketing strategies allows this to happen because adults don't quite understand social media as well as younger people (excluding you Dr. W!)
I forgot to put my summary of chapter 21, so I will put them here. Thank you!
ReplyDeleteChapter 21 This chapter mentions that monitoring system will help you identify the problems in the future.
-Before the monitoring mechanisms process, you should determine your process evaluation objectives internally and externally.Tracking activities during implementation help you to improve the program within its process, not when the program finished. We should look at specific facets such as response, media hit, materials, etc... from qualitative and quantitative perspectives.
-There are different tracking mechanisms help you measure outreach activities,target audience response, media exposure, online buzz, issue monitoring, management effectiveness/efficiency.The Donate Life California campaign was successful because it both created a media kits to increase publicity and find out different ways to reach the audience such as connection with community and people who do not have access to Internet
Chapter 17 Discusses the development an implementation of a plan and the steps involved to produce your materials and get them from Point A to Point B.
ReplyDeleteA complete comprehensive plan includes 4 key elements. These elements include a deployment, public relations, social media engagement, and internal readiness plan.
Public relation plans should offer three criteria. They must attract your target audience, communicate your message, and be considered news worthy enough by the media to be covered.
Chapter 18 discusses why paying for traditional media use is beneficial because of the total control over you ads, including how often they run and where.
investing money into media buys is a major benefit to you campaign. PSAs can be used as a cheaper alternative, as well as using free channels such as YouTube.
Purchasing ad space guarantees the ad will run in a specific place to ensure your target audience will be reached. This is a large benefit and can greatly strengthen a campaing.
Chapter 19 discusses the effectiveness of using social media to project a message to your target audience.
Social media principles are important to consider. They include: being authentic to better connect with real people, sharing, being relevant, engaging in two-way communication, and enabling.
Sharing is an important principle of social media. It’s beneficial to share information and control. Organizations that share their useful and interesting information build stronger followings.
Chapter 20 discusses the use of public relations in your strategy which can be advantageous.
There are many benefits of generating publicity for your social marketing scheme. Some of these benefits include: reaching many people at once, efficient and quick spread of message, and developing long relationships with media.
It’s important to find an angle of your program which differs from others and stands out to reporters. Because of these gatekeeps of information, organizations need to stand out as exciting in order to be considered news worthy.
Chapter 21 discusses the monitory system with is important to have to identify problems that arise throughout a campaign.
Monitoring can be simple like asking callers how they found out about your program, tracking levels of participation with your social media accounts, or making sure partners are on track.
Different tracking tools can be used to monitor progress, and should address outreach activities, target audience responses, determining media exposure and online “buzz,” evaluating management effectiveness, and issue monitoring. This methods allows you to make changes during the campaign to ensure that you will to meet your goals.
Chapter 17-
ReplyDelete1. Developing an implementation plan means you assure that no detail is left behind, making your program as successful as possible.
2. A. Coming up with your deployment plan is the first step. Here you will look at how you will be releasing your message, how you should prepare the mediums or the public, the amount of materials you will need to disperse, method of dispersal, etc. Covering all of these bases assures your program is displayed in all the proper and available media environments with the maximum effect to reach potential viewers.
B. Implementing an internal readiness plan is crucial to having things run smoothly. While you as the creator might seem to have everything under control, educating and preparing your support staff is important to make sure they can help handle any questions or problems that may arise.
Chapter 18-
1. Getting your message across certain media platforms is not always free, and you need to know how to go about buying exposure in a smart way.
2. A. There are two types of media- free and paid. In bought media, you have greater control of when your message is run, and you can have expectations as to who the audience will be. This gives you a lot of control over the audience.
B. Social networking sites are now offering advertising space at a fee. These ads are blasted based on demographics that networks such as Facebook have already dissected. By purchasing advertising space on a social networking site you limit who sees your message to most likely only those that will be interested. This is an intimate form of advertising catered to a specific group.
Chapter 19-
1. Social media is an amazing tool that can help to disperse your message to many people over a variety of demographics on one medium.
2. A- This best advantage you have to utilize social media to its full potential is to be completely yourself. The more you put yourself on the level of your audience and make them feel included, the better the chances of people receiving your message and putting it to use.
B- Blogs are a great social media tool to get people interested in your cause and mission on your terms. It allows you to craft your identity and invite people inside to explore what you have to say. It is interactive since viewers have the ability to comment and offer feedback.
Chapter 20
1. Getting publicity for your program is the most surefire way to guarantee its success and longevity.
2. A- When informing viewers of the "news" within your program, be conscious of a few different aspects. Make sure the news is relevant time-wise, it will cater to a general interest, applies locally, and so on. This assures your message will not just be lost on uninterested ears and eyes.
B- Editorial coverage is a great opportunity to have a more well-known organization put information on your program out to their public. Assuming they give you a good write-up this coverage can offer you new exposure to people you may have not reached prior.
Chapter 21-
1. Before you put all your cool new tools in to place it is important to know how to interpret the effects of your efforts.
2 A- Tracking methods are useful to stay on top of the amount of materials you have put out to the public. If you keep on top of what is going where you can know when it is time to re-order materials. You can also judge how successful the materials are at a given location through an "audit".
B- You should also partake in issue monitoring. This will ensure you are addressing the issue at hand in the most dynamic and up to date manor. If your information becomes out of date you will lose credibility and follower-base.
Question- how do you handle receiving a bad critique/editorial if it immediately goes public?
Chapter 17
ReplyDelete1. An implementation plan should be holistic, including but not limited to planning social media, public relations, internal readiness, and deployment.
2. A) A good social media/ public relation plan will answer the questions of how to best frame your message for your target audience and what channels will maximize exposure.
B) Social media marketing and public relation plans help ensure that people know about your campaign (goals, events, call to action, etc…) while internal readiness planning ensures that your team will be aware of and able to accomplish the goals and objectives you have planned.
Chapter 18
1. Strategically purchasing ad locations and time slots on particular media networks/in specific locations maximizes your campaign’s exposure if it is tailored to a particular target audience.
2. A) Before purchasing ad space it is important to consider how many people it will reach and how many times will individuals be exposed to it.
B) Using social media and PSA’s can be more cost effective but don’t offer the reliability/predictability of purchased ad space.
Chapter 19
1. Social Media is helpful at pinpointing target audiences based on specific interests and activity while mainstream or traditional marketing has a more blanketed effect.
2. A) Ad space costs money but doesn’t require upkeep post implementation while social media costs no money but requires lots of upkeep time and effort post implementation.
B) Social media channels like Facebook.com and Twitter allow individuals to collaborate on ideas through conversation and sharing.
Chapter 20
1. Having active public relations is a great way to increase your campaign’s overall publicity.
2. A) PR messages need to be reflective and structured around your campaign goals and objects.
B) Maintaining active PR efforts can enhance credibility and relations with media outlets.
Chapter 21
1. Monitoring systems prepare you for the unknowns and provide framework for dealing things as problems as they arise.
2. A) When outreach monitoring systems are setup effectively they can help respond to feedback generated throughout the implementation process.
B) Having an early assessment, post implementation can be crucial for avoiding costly mistakes.
Question: Is the phrase “all publicity is good publicity” outdated in this new media era?
Chapter 17
ReplyDelete17.) To build an identity for an organization, use of public relations tools, and acquiring advertising space across several media platforms is a necessity.
17a.) The 4 key elements of a complete comprehensive plan include the following: a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
17b.) Social media is one of the most effective ways today to get a message, or an organizations identity implemented. With social media, sharing can mean one of two things: sharing information and sharing control.
Chapter 18:
18.) This chapter dives into how to use and buy media, with a focus on where and when advertisements run.
18a.) PSAs should be an alternative with organizations with small budgets. Attention to detail in terms of the demographic audience an organization is trying to reach, and where or when people see the advertisement is crucial to getting a message out effectively.
18b.) Billboards are not as great at reaching a specific demographic group but they are effective in reaching a group at large.
Chapter 19:
19.). This chapter is all about social media, and how an organization can use social media to its advantage.
19a.) Social media, once again, is stressed as an important tool to share information and the organizations identity. It is a way to share information, build credibility, show the power of an “image”, and can become a source where credibility is gained. Social media can be looked as a source of information.
19b.) The increasing use of blogs in social media show how it is an effective way of sharing stories, and showing the power of the image as well. People who are already involved with an organization, or have a personal reason to follow an organizations blog, is where the blogs are the most effective.
Chapter 20:
20.) There are some serious disadvantages in using public relations to generate publicity.
20a.) Public relations is mostly effective only if an organization is able to generate coverage of a newsworthy topic, by using both tradition news outlets as well as social media, and more modern media outlets.
20b.) A message being publicized is most effective when an organizations message can create an increase in community awareness of the specific topic, which can create “buzz” with not only the general public, but with government and public officials as well.
Chapter 21:
21.) Monitoring techniques, and implementation techniques for an organizations message is most crucial in the early stages in order to catch mistakes, or issues in an organizations message.
21a.) Using tear sheets, is a way to track both the progress and effectiveness of a message. Tear sheets are collected copies of pages where an organizations advertisement has appeared.
21b.) Other ways to gage the progress of an organizations public relations efforts include, monitoring outreach activities, seeing the responses to advertisements from a target audience, gaging “online buzz”, and analyzing management practices overall.
Q: In modern times, is print advertising more effective than online advertising, and social media adverting?
Chapter 17
ReplyDeleteThesis: Developing an implementation plan is an important step and includes deployment, public relations, social media engagement and internal readiness
A. The development plan is crucial before a program can get started
B. The flowchart provided in the chapter gives an awesome visual to assess, evaluate, and respond during the whole process
Chapter 18
Thesis: planning and buying traditional media is the next step and can be complicated but ultimately will pay off for the organization
A. Buying media is a very important skill because it gives you lots of power in deciding how the product will be displayed.
B. Media kits are a helpful tool to ask for and includes lots of helpful things like schedules, dates and costs
Chapter 19
Thesis: Social media is the next step used to get the audience engaged and it is important to have an effective social media strategy.
A. Social media has opened up a whole new world in marketing. The chapter defines this new world and all the different components and channels of social media
B. There are different principles to social media. These principles are authentic, sharing, relevant, engaging in two way conversation and being an enabler
Chapter 20
Thesis: Publicity, generating publicity and public relations used for publicity are incredibly important.
A. Finding a creative and different angle that makes an idea stand out is very very important. This idea is stressed throughout the chapter.
B. Figuring out how to make a story newsworthy is also another incredibly important aspect of getting publicity. It is effective when people care so you have to make it a story that people want to share, broadcast and write about.
Chapter 21
Thesis: Monitoring mechanisms are crucial for generating feedback, identifying problems and ultimately being successful.
A. To be effective it is important to be updated on trends. This will ensure that implementation is on the right track.
B. There is a broad range of tracking mechanisms and monitoring. Some can be simple while others can be very complex. Some can take more time and they can be financially different as well.
Question: What has been the most effective implementation plan?
Chapter 17
ReplyDelete1. When developing and implementing a plan you have to take into account that your plan should cover all the predatory activities and what will happen when you actually introduce your plan.
2. A. Using a deployment plan will help you to think over all the things that are involved in getting your materials from one place to another, also another thing that can be advantageous is to install all the structural or environmental features of your program before you present it.
B. The use of public relation strategies can be very helpful in generating publicity. Incorporating media into your plan will help you to get the word our and get people more involved.
Chapter 18
1.When you are advertising through media there are many different ways to go about it ranging from more direct expensive strategies to less direct free strategies.
2. A. Purchasing radio and television ad's at certain times of the day can be very beneficial to a marketing campaign. Letting the company pick when your spot fits into their schedule is a great way to do this while still having it be cost effective.
B. Access to the target audience and repetition are keys to creating an effective media advertisement. It is very hard to obtain these things through the use of PSA's.
Chapter 19
1. Social media sites allow users to interact with not only the content they are viewing on the sight but also allows them to be in contact with the people who created it.
2a. In using social media it is very effective to build relationships with the people you are trying to reach. It is not effective to just push messages on people if they don't have any kind of connection to the material.
B. Engaging in Two-way conversation is also a very effective strategy. Being able to talk with the person you are trying to reach as apposed to talking at them has allowed for a greater level of engagement between the presenter and the person receiving the information.
Chapter 20
1. If you are able to generate Appropriate traditional and online media outlets, public relations be very useful to you and to your other communication activities.
2. A. You want to be strategic with your public communications plan. Make sure that you have set boas that are consistent with your problem strategy.
B. It is important to keep in mind that the media needs people like thou in order to fill column's and airtime. Reaching out to reporters if you have a good story can be very beneficial to creating a presence in the media.
21.
1. Monitoring your program and retrieving feedback in order to catch any problems int the early stages is a very important part of creating a campaign.
2.A. Before putting monitoring mechanisms in place it is important to know what measures will let you know if your program is moving in the correct direction.
B. It is important to evaluate staff members to make sure that they understand their jobs and that they are performing them correctly. If your staff is not working efficiently then there is no way that you will meet your projected timeline or budget.
Question When considering how to generate publicity for your campaign, what is the best way to figure out how much money is the perfect amount to spend on media attention?
Rock the blog, PComm posse.
ReplyDeleteDiving deep,
Dr. W
Section VI
ReplyDeleteChapter 17: Developing an Implementation Plan
Thesis- This chapter discusses developing an implementation plan and all of the activities that are necessary to complete before hand.
A- A plan includes the following elements; deployment, public relations, social media engagement and internal readiness. All of these plans are crucial for success.
B- When gathering a public relations plan some mediums to consider promoting a campaign include walk-a-thons, concerts, panel discussion and health fairs.
Chapter 18: Planning and Buying Traditional Media
Thesis- This chapter discusses the process of buying media space and choosing which platform to work with.
A- When it comes to purchasing broadcast media, it’s important to consider what kind of structure you want your ad to take. For instance what kind of schedule do you want it on? You could do it in horizontal or vertical rotations.
B- When it comes to purchasing print media, it’s important to consider what type of publications to use to best reach your target audience. For instance, you wouldn’t use an ad for a bookstore in a swimsuit magazine. The audience you’re trying to reach is most likely not going to be reading that type of magazine and will never see that ad.
Chapter 19: Engaging in Social Media
Thesis- This chapter discusses social media and how to participate in it in an effective way.
A - Some social media principles include; being authentic, being relevant and engaging in two way conversations. When engaging in two way conversations it’s important to remember that once something is out there anyone can see it and it’s important to not post anything you’ll regret later on.
B- When knowing which tools and tactics to use you must evaluate who your audience is and how best to reach them. Using a blog is a good idea for when you’re trying to reach a younger person, however if you’re trying to reach an older generation they might respond better to a different medium.
Chapter 20: Generating Publicity
Thesis- This chapter discusses generating publicity and how using public media sources can help you.
A- Some accomplishes that utilizing public relations can help facilitate includes reaching many people at the same time, not having to purchase media time and having credibility in your message depending on your medium.
B- When media sources are looking for a message they are looking for the following type of stories; general interest, local angle, novelty and celebrity.
Chapter 21: Monitoring Implementation
Thesis- This chapter discusses monitoring implementations to catch any problems in the beginning stage and get feedback on whats been thus far.
A Some tracking models include; materials inventory, distribution list, materials placement audit and digital material distribution tacking. All of these are components of outreach activities.
B- The purpose of an online “buzz” is to track the type of conversation surrounding the campaign. When this happens the community interacts with one another in an online discussion platform.
17
ReplyDelete1. An implementation plan must be dynamic, holistic and prepared to reach out to ensure the success of the message.
2. The four key components are deployment, public relations, social media engagement, and internal readiness.
3. In creating a public relations plan, important considerations are reaching the target audience, ensuring the message is still communicated and undiluted, as well as making it newsworthy.
18
1. Advertising can be done in many ways, ranging from expensive mass media to free guerilla strategies.
2. Media kits enable you to make more informed advertising purchase decisions.
3. Important considerations for print and TV are the method, timing and location of the advertising.
19
1. It has become incredibly vital to utilise social media networks.
2. Social media is about relationships, and your message should be in direct dynamic contact with people.
3. As social media is a sharing network, thought should be given to how 'shareable' the content can be.
20
1. Public relations and publicity are important channels in the diffusion of effective social media messaging, but with several caveats.
2. It's vital to find an 'angle' that enables news, radio and TV to pick up your 'story'- to be reported, something must be newsworthy, and this must be constructed and pitched.
3. Creating relationships with media can help ensure continued coverage.
21
1. Monitoring the success and reflexivity of your program is key in ensuring it continues to reach people in the desired ways.
2. Assessing early after implementation can avoid long-run problems.
3. Outreach can be measured through: media exposure, online buzz, target audience response, issue monitoring and management effectiveness/efficiency.
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteChapter 17
ReplyDelete1. The importance of developing an implementation plan.
2. A) Implementing a plan includes: a deployment plan, a public relations plan, a social media engagement plan, and an internal readiness plan.
B) At the Internal Readiness, you make sure you educate your own staff, volunteers and partner’s staff about your goals and plans.
Chapter 18
1. How to buy advertising space through different media platforms.
2. A) Investing into media buys can be very beneficial to your campaign. PSAs can run a public announcement for free if you do not have money.
B) the design element that was found to be most effective in attracting eyeballs were plain text, faces, and cleavage or other “private” body parts.
Chapter 19
1. Social media is slowly adopted by some organizations because it seems counterintuitive.
2.A) The some principles of social media are: authenticity, share, relevance, engage in two-way conversation, be an enabler
B)”The biggest sin in social media (or any kind of communications) is being boring. To get people to pay attention to you, you need to offer something of value.” (212)
Chapter 20
1. How to generate publicity.
2.A) Things reporters look at are: general interest, local angle, , novelty, conflict, timeliness, human interest, celebrity, and superlatives. You need to grab the reporter’s attention.
B) The different types of entities for publicity you can use to reach your target audience are radio, television, newspapers, internet. You need to know which one(s) reaches your target audience best.
Chapter 21
1. “Before implementation begins, put monitoring mechanisms in place to retrieve feedback on the program and to catch any problems in their early stages”(p247)
2. A)“Process evaluation activities monitor the day-today operations of your program so that you can saw with relative certainty what comprised the actual intervention. You can evaluate the effects and contributions of each piece of the program to change or remove elements that are not working as intended.” (p. 248)
B) The purpose of management effectiveness is to assess whether the program was managed well from the standpoint of staff, partners, timeline and budget.
Question: Wouldn’t paid publicity be advertising since publicity should normally be free and not controlled by the source?
Chapter 17
ReplyDeleteBefore rushing into implementing your new social marketing campaign, Chapter 17 stresses the important of considering how to best introduce your idea.
A.) The first questions to ask yourself include the following-
What are your dissemination channels?
What non communication elements of the strategy need to be out in to place before launch?
How many copies of each communication piece do you need?
How will you keep track of your inventory?
Does everyone know how to distribute the materials?
B.) Implementation requires readiness on more than one front. Social marketers should be prepared with a public relations plan, a social media engagement plan and an internal readiness plan.
Chapter 18
Media buying and planning can seem overwhelming, but this chapter focuses on breaking down what seems like a science into more manageable topics.
A.) Free media can be a real resource, especially with resources like YouTube, Vimeo and other media-sharing sites.
B.) The Standard Rate & Data a Services is a resource which publishes directories of information for advertisers. This includes data on intended audience, circulation, rates, and production requirements.
Chapter 19
Using social media to improve interaction with consumers can be a valuable technological advance but doing so with a social marketing mission must be done with purpose.
A.) One of the most essential rules when engaging in social media is to " Be authentic." Human connection is what makes social media so powerful, and falsifying that connection is sure to backfire.
B.) The author also refers to the potential for social media to be an "enabler." This means that your social media efforts allow consumers a place to gather and begin a conversation around your brand.
Chapter 20
The cost of advertising and promotional efforts can be huge. Taking advantage of publicity is no small feat but can be a crucial cost-saver in getting the word out about your social marketing campaign.
A.) Publicity depends on newsworthiness. This can be described as a few integral elements: Timeliness, General interest, local angle, conflict, human interest, novelty, celebrity and superlatives.
B.) The more that the social marketing team can offer to the reporter, in terms of newsworthiness and factual detail, the more likely the reporter is to receive the story.
Chapter 21
Before sending your campaign out into the world, develop mechanisms which will monitor your efforts and can be used for adaptation in the future.
A.) "Process evaluation activities monitor the day to day operations of your program so that you can say with relative certainty what comprised the actual intervention."
B.) Developing specific mechanisms to track each element of the program allows for a simple source of data and a way to back up your argument should you need to defend the effort.
Question: Has the Donate Life campaign seen continued success? How have they remained relevant?