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Ready, Set… Strategize!
Posted on May 03, 2010 by Elizabeth Cies
Developing a Communications Strategy in 30 Minutes or Less
Is your company or non-profit struggling with communications? Like many companies, Association Headquarters continues to adapt, adjust, and experiment with social media and social technologies. Recently, after a few emails back and forth between our marketing and public relations team, we met for an impromptu brainstorming question to discuss the use of Twitter. What arose from this meeting was an updated strategy and approach and to our surprise, a renewed excitement within our team over strategy.
Not only did we walk out of the meeting with a solid plan, we were thrilled to have developed our strategy within thirty minutes. What’s our secret?
Step One: The Situation
Given the impromptu state of our meeting, we didn’t follow a formal agenda. However, to focus our attention, one person briefly outlined the scenario and what we wanted to accomplish, which prompted a lively conversation in an open discussion format.
Step Two: Brain Dump
As our specific focus was on Twitter, so we quickly went through a “brain dump” on topics such as:
-Content ideas: What existing content do we have? What types of content can be developed?
-Who is our audience?
-What will catch people’s attention?
-What will spark conversation?
-What communicates our culture?
-What communicates our business approach?
Step Three: Goals
After going through the process of throwing all of our ideas onto paper, we were able to refine and focus on our goals by answering the following questions:
-What do we want to accomplish through Twitter?
-What do we want others to learn about us?
-What are the key messages we want to communicate?
-Who is our primary audience?
The process of talking through these questions helped us arrive at five overarching goals for AH’s Twitter presence.
Step Four: Brain Dump + Goals = Strategy!
Going back to our original smattering of ideas, we were able to evaluate them through the lens of our five goals. We matched each idea with the goal it would accomplish, and if an item did not fit within a goal, it was thrown out. With the overall goals established, and several creative ideas for achieving these goals, we now have a working document that will provide direction and clarity for our Twitter approach.
Final Thoughts
One thing that struck me after going through this process is how a strategy does not necessarily need to be a long, arduous process. Yes, some strategies will require three day-long sessions. However, sometimes strategy can stand in the way of action. A quick, impromptu 30-minute strategy session just might be the right solution. The strategy we walked away with is not set in stone, but is instead a living document that can jump-start our Twitter approach and adjust with an ever-changing business and technology climate.
What are your thoughts? How does your team approach strategy development? Have you found short brainstorming sessions to be useful?
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