Social Media Strategy 2010-2011
 (Example Only)

1: HPR Company Goals from Social Media:

HPR is a Public Relations coaching firm with heavy emphasis on social media and social networking. Our social media goals are to create a “buzz” that HPR is knowledgeable in Public Relations and would be a good coaching partner to develop a social media strategy.

2: Company Objectives from Social Media:

HPR will obtain 5 speaking engagements and 7 new coaching clients through social media during the calendar year.

3: Communities of Common Interest:

 HPR will become involved in the following communities (not in order of importance):

• Destination Marketing Organizations
• Lodging Associations
• Restaurant Associations
• Tourism Organizations
• Speakers Guilds
• Tourism industry bloggers and E-Zine publishers
• Public Relations Society of America
• Other marketing experts in a similar position as myself who can back link to us
• University and Community College New Media Programs

4: Key Influencer List:

HPR has developed a key influencer list of 172 key people (total) in each of the above communities (sorry, not available for public viewing). These will be added to on a daily basis as the year unfolds.

The following social media platforms have been isolated as containing a majority of the people on the key influencer lists:

Linkedin         114

facebook        132

Twitter            74

My Space        12

Flickr              27

You Tube        7

The key influencer list also connects and names mutual “friends” for each of the key influencers. It also indicates that 42 of the key influencers do not have mutual friends on any of the platform and will need to be reached through other means.

5: Community Managers:

The following are assigned to be social media community managers because of their expertise and contacts within each of the communities listed:

John Hope-Johnstone                     Destination Marketing Organizations

                                                          Lodging Associations

                                                          Tourism Organizations

                                                          Other Marketing Experts

Melinda Claire Stewart                   Restaurant Association

                                                          Public Relations Society of America

Michelle Marie                                New Media Programs at Universities or Community Colleges

                                                          Travel Industry Bloggers and E-Zine Publishers

Zoya Bondaruk                                 Speaker Guilds and Speaker Agents

 6: Communication Platforms:

Relating to the numbers of key influencers found on each social media platform as listed above HPR will develop or expand its presence on the following social media platforms:

1. facebook fan page
2. Linkedin
3. Twitter
4. Buzz Master Blog
5. You Tube  HPR Channel

We will make sure that all of our platforms provide a link and a progression to move the reader into a deeper understanding of HPR and our expertise. Moving from Micro-blogs such as: Twitter, facebook, Linkedin and others to Macro-blogs and V-logs such as www.buzzmaster.wordpress.com and www.youtube.com/johnhopejohnstone to leading on to our Web site www.johnhopejohnstone.com  and our book “How to Market Tourism in the 21^st Century.”

7: Media Content and Messaging:

 (Sorry, not available for public viewing)

8: Reporting Measurements of Success:

 facebook fan page:              500 fans by year end, including those on key influencer lists

Linkedin:                                 300 Invites accepted by year end including those on key influencer list.

Twitter                                    200 followers (up from 74) including those on the key influencer list

Buzz Master Blog                  100 readers per day average. Listed on all blog directories

You Tube                                100 subscribers to channel

 Johnhopejohnston.com:       5,000 hits per month and 2,000 unique       users

 E-Newsletter Opt Ins:            300 subscribers to Tsunami Report

 Speaking Engagements:        5

 New coaching clients:           7

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