COST-EFFECTIVE SOLUTIONS TO AMPLIFY YOUR COMMUNICATIONS PLAN
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1 WELCOME TO THE NATIONAL HISPANIC LEADERSHIP INSTITUTE 2012 WEBINAR SERIES! COST-EFFECTIVE SOLUTIONS TO AMPLIFY YOUR COMMUNICATIONS PLAN HOSTED BY: TATIANA JOHNSON! & MYRAH DUQUE! JOIN @MamacitaCupon #CESWebinar About NHLI The National Hispana Leadership Institute is the premier leadership organization preparing Latinas for positions of national influence, public policy impact, and to contribute to the advancement of the Hispanic community.
2 SEGMENT #1 - Introduction About Speakers! Agenda for Discussion! Communications Plan Overview!! After the webinar, you will be prompted to complete a short survey. Your feedback will allow us to tailor our webinars to your needs.!
3 ABOUT SPEAKERS Tatiana Johnson! Corporate Communica.ons Strategist Professional Experience: Public Rela.ons Digital Marke.ng Consultant Educa.on: Yale School of Management Barry University Hispanic Background Join me on Facebook, TwiJer and LinkedIn The webinar will be recorded and will be made available on NHLI s website: For questions nhli@nhli.org
4 ABOUT SPEAKERS Myrah Duque! Mommy blogger! Owner & blogger at couponmamacita.com! The mission: To promote and help families and individuals learn how to use coupons, store incentives, rebates and other forms of savings and applying them to their everyday products at the cheapest prices.!! Industry expert The webinar will be recorded and will be made available on NHLI s website: For questions nhli@nhli.org
5 AGENDA FOR DISCUSSION Communica.ons Plan Overview & Market Insights Cost- effec.ve solu.ons Online Adver.sing Social Media Connect with the media and bloggers Create brand awareness and disseminate key messages Public Rela.ons Confessions of a blogger Meet/Tweet Myrah Duque; avid, mommy blogger Connect with us @MamacitaCupon #CESwebinar
6 COMMUNICATIONS PLAN OVERVIEW Serves as a guide (game plan) in the execution of numerous tactical! applications that are required to:! Launch a new product/company/event! Change consumer perception! Reposition/rebrand your company! Reinforce your marketing campaign! Foster dialog & create buzz about a special offering or news! It s better to have a plan in place to make your efforts much more! effective and consistent.!! Iden%fies: Objec.ves Target Audiences* Key Messages* Tac.cs* Projected Timeline Es.mates Costs Measurement Tools*
7 UNDERSTANDING YOUR TACTICS Think of it in terms of strategy.! What is your strategic direction?! How will you drive brand excitement?! How will you engage/connect with your audience?! What makes your offer/campaign unique and newsworthy?! How can your communications plan reinforce/ complement your marketing plan?! How will your strategy help you create competitive advantage?! Can this translate into sales and higher market share?! Depends on your key messages, call-to-actions, and the communication channels utilized!
8 UNDERSTANDING YOUR MARKET Target Audience: With whom do you want to share information about your offering?! Who can you inform and influence? KOLs! Key Opinion Leaders! Consumers! Media - traditional and nontraditional channels! Segment:! Demographic, sociographic, psychographic! Primary vs. Secondary audiences! Tips: There are different subgroups within the Hispanic market
9 UNDERSTANDING YOUR KPIs KPIs Key Performance Indicators = metrics! Touches upon objectives and measurement tools! Based on your objectives, you identify what are your performance indicators! Allows you to become more successful and resourceful! Keeps you in track Eyes on the goal! Measure how effective your plan was! Identify Plan s strengths, weaknesses, opportunities & threats (SWOT)! Helps you stay consistent and cohesive with your strategy!
10 UNDERSTANDING YOUR KPIs Tip: Extremely useful in the launch of your social media campaign Great way to measure ROI make sure to set realis=c expecta.ons that are relevant to your plan: Increase Facebook membership by 80% Increase brand visibility by 60% Garner 2 million impressions on TwiJer Drive traffic to microsite by 2 million views Tac.cs must support KPIs and vice versa.
11 SEGMENT #2 The pursuit of Cost-Effective Solutions Vis-à-vis Public Relations and Social Media! - Advertising Alternatives!!
12 Online Advertising Overview $how me the money Pay- for- play concept Adver.sing via Facebook and Google Grant you more flexibility with your budget For the purpose of this webinar: focus on online adver.sing (facebook) Quick look into Facebook adver.sing How to capitalize from this tool? Play with Facebook targe.ng Flirt with Page Insights free market research
13 CES#1: SOCIAL MEDIA ENGAGEMENT Tweet, blog, and share posts Iden%fy Who/what are key influencers? Individuals who shape opinions, impact reputations and move the needle. Applies to consumers, media, bloggers Connect with KOLs in the dissemina.on of key messages Foster dialog and word- of- mouth conversa.ons around your product/ brand among consumers and the media Research for websites and online forums where key influencers would gather or be cited How? On LinkedIn, Facebook, Google (research blogs), TwiJer Build rapport with this audience, as they will cost- effec.vely help you amplify your communica.ons plan Ongoing communica%on; two- way channel
14 Reaching/Connecting with KOLs Different sources: LinkedIn TwiBer Facebook Blogs **ADD SOURCES & PICS
15 TWITTER PARTIES A twitter party is a fast and fun virtual party, using the twitter platform. Typically lasts 1-2 hours with the use of a pre-determined #hashtag. Ideal for! Cross-platform promotion! New business opportunities! Market development! For bloggers: Partner with brands! That will benefit from sponsoring your twitter party! Companies recognize the power of Twitter parties and blogging. Develop a proposal that will blow their brains (in terms of reach and added value)! That are in alignment with your topics of interest and audience! Even if it is non-paid! For brands: Partner with bloggers! To increase your reach organically! To engage directly with your audience! To disseminate your key messages; much more credibly and effectively! To create online buzz!
16 CES#2: PUBLIC RELATIONS $how me the news Not-pay-for-play!! Massaging consumers perception about a brand/ organization!! Communicating news, events, and promotions to the masses! Creating and sustaining a favorable public image!! Newsflash: You can do your own PR! Cost-Effective Solution! Communication is key!
17 PUBLIC RELATIONS: Newsflash Services provided by companies like PR Newswire help your efforts, amplifying your reach, but are highly expensive Newsflash: your communications plan doesn t have to rely solely on this You can garner as many hits: Identify your key outlets segmenting is key Based on: industry, region, kind of medium, readership Build a relationship with them Read their articles & blogs Become an avid reader/blogger Join online communities Attend media events & conferences
18 PUBLIC RELATIONS: Newsflash Newsflash: You can do your own PR with zero budget 1. It s all about attitude: Be yourself, just more social 2. It s all about creating creative PR angles make it newsworthy Partner with non-profit organizations and other firms in the launch of a new campaign or event activation This explains why companies engage celebrities 3. It s all about being strategic with your resources Partner with bigger firms with bigger budgets to sustain your plan If you re a non-profit, this is marvelous news
19 PUBLIC RELATIONS: EL Wiri The first lifestyle mobile application for the Hispanic community Highly active in media and trade events Raising awareness about brand Engaging companies such as Verizon Social Responsibility Project Feed the Kids in need Paying it Forward Human-piece story Supporting orphanages in Mexico For every download of the application during the month of July, they will feed a child for a day through the Casa Hogar Network Call-to-action: download app Increase your reach Leverage social responsibility programs into your communications plan Remember: It s about being strategic and resourceful
20 PUBLIC RELATIONS: Best Practices Work it - Media Relations; build a relationship with your outlets Research Start your media list Look for outlets that are best suited for your product/industry Be Mindful Don t overwhelm journalists with news and s Be Strategic - Make sure that the information you send them is concise and relevant to their audience Humanize the news - highlight the human aspect Believe it or not, it is more saleable
21 PUBLIC RELATIONS: Best Practices Keep it short and sweet for all messages concerning the media and the following: press releases, s, pitch letter Make media your boyfriend. Network. Network. Network These connections are the ones that will amplify your communications strategy the best Find your voice don t feel constrained to use a serious tone for the key messages. Use an emotional approach (most compelling call-to-action) Media outlets are like sharks they can smell fear/bs from miles away Be straight-forward. The media knows this is expected from you. Don t kill the messenger
22 PUBLIC RELATIONS: Best Practices Be smart about your media list You don t need to invest large sums of money Use the internet and social media channels Surprise your media list every now and then with fresh content or news that you think might be of their interest Segment it well; be as cost/time effective as you can be Be aggressive. When it comes to branding Pursue award recognition opportunities I.E. hjp://hispanobloggers.com/ Build a reputation and become relevant in the industry Network at these events with big firms and other key experts Develop new PR angles
23 SEGMENT #3 Behind the studio Interview with: Myrah Duque!! #MamacitaCupon! #CouponMamacita! #CESwebinar!!
24 Confessions of a Blogger o How s the life of a blogger? How did you get started?! o Tell us about the mommy-blogger phenomenon: a rising giant! With particular focus on this blogger community that focuses on savings.! o Best practices: what works/what doesn t; what to say/ how to say it! What type of information/incentives bloggers seek?! How to connect with bloggers?! o How would she describe today s online community :! From a consumer and blogger standpoint! o How do bloggers help you amplify your communications plan?!
25 SEGMENT #4 Wrap-Up Key Takeaways: Be strategic with your resources and persistent in your efforts.! Views expressed here are my own!!
26 Thank you for attending NHLI s webinar:! COST-EFFECTIVE SOLUTIONS TO AMPLIFY YOUR COMMUNICATIONS PLAN! To stay connected and get news of future webinars, events and programs join NHLI s mailing Follow NHLI on Twitter: twitter.com/nhli and NHLI on Facebook today. To learn about upcoming webinars, visit: To learn about NHLI s programs, visit: For questions on NHLI webinars, nhli@nhli.org
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