Last week I attended a wonderfully informative meeting of the Web Managers Roundtable organized by Julie Perlmutter and hosted by the World Bank. The two presenters were:

  • Pierre Guillaume Wielezynski, Communications Officer at the External Affairs office of the World Bank
  • John H. Bell, Managing Director and Executive Creative Director at the 360° Digital Influence division of Ogilvy Public Relations Worldwide

Here are several of the ideas on developing a social media strategy, adopted from the Ogilvy presentation by John Bell (who also blogs about the World Bank’s take on social media):

Ideas for using online visibility and search

  • Search Visibility – Increase the probability that people who research your company or related issues find what you want them to find, including helping your target audience to make the connection between risk factors/symptoms and your company’s public health campaign.
  • Multimedia Visibility – Use existing visual or audio assets to promote word of mouth, mobilize allies and improve search engine results
  • Content Syndication – Distribute your content via trusted web sites to improve search engine results

Ideas on information sharing

  • Internal Blog – Share information between offices for to allow for a quick response when a crisis arises. Share information and materials among and between stakeholders.
  • Wiki – Engage a coalition or a community to work toward a common goal.

Ideas for building an Engagement Toolbox

  • How to monitor cgm
  • How to create an influencer audit
  • How to do an online visibility audit
  • How to create an engagement plan
  • How to create commenting guidelines
  • How to create corporate blogging guidelines
  • How to reach out to bloggers
  • How to manage a crisis
  • How to launch a blog
  • How to use del.icio.us
  • How to publish & publicize multimedia

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