The Social Strategy Map
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
4,407
On Slideshare
3,865
From Embeds
542
Number of Embeds
7

Actions

Shares
Downloads
175
Comments
0
Likes
3

Embeds 542

http://www.theconversationmanager.com 368
http://socialstrategymap.com 70
http://www.kevinjdean.com 48
http://www.twylah.com 48
http://tweets.jureklepic.com 5
http://paper.li 2
https://si0.twimg.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. A Framework for Social Strategist and Chief MarketingOfficersBy: Kevin Dean
  • 2. Tables of ContentsSocial Strategy is not Childs Play......................................................................................3Your Plan is not a Strategy ...............................................................................................3Answering the Wrong Question.......................................................................................4Organizational Impact ......................................................................................................4Impact on Sales ................................................................................................................5Impact on Marketing ........................................................................................................7Impact on Customer Service ............................................................................................7Impact on Public Relations ...............................................................................................8Impact on IT......................................................................................................................8The Strategy Map Fundamentals .....................................................................................9The Financial Perspective ...............................................................................................11The People Perspective..................................................................................................12The Conversation Perspective........................................................................................14The Platform Perspective ...............................................................................................15The Internal Perspective.................................................................................................16The Best Strategy Doesn’t Win!! ....................................................................................17About .............................................................................................................................19 About the Author ................................................................................................19 About CrushIQ.....................................................................................................19 The Crush360 Strategy Engagement ..................................................................19
  • 3. Social Strategy is not Childs PlayDon’t you just love watching a good sporting event? One Friday afternoon I ran intomy neighbor and asked him if he had any big plans for the weekend? He told that hewas going to watch his grandson’s game. And I replied “Oh that should be fun.” Towhich he replied “Have you ever watched a kid’s game?” Take for instance soccer.The goal and basic principles of the game are always the same. Get the ball throughthe goal more times then the other team. But how the game is children play the gameamusingly. They all just run after the ball chasing it around. Oh and don’t forget thekid who is almost oblivious that a game is going on around them and has becomedistracted by something else and seem to just wander around the field aimlessly.On the other hand watching the Pros play the game is a completely differentexperience. It is like a well-choreographed yet spontaneous performance. The prosknow how to move off the ball, when to move to and when to with the ball. The Prosplay with grace and purpose.Business is a lot like a sporting event. The goal is to win! You want to win customerpreference and create sustainable competitive advantage that yields the desired profitfor the stakeholders. That sounds simply enough, the question is do you run yourbusiness like a child or a professional?Kids just run after the ball and a lot, if not most people, do that with Social Media.They say “Oh look! Everyone seems to be building Facebook fans pages. Well maybe Ishould to.” So they run to put up a Facebook page. Then they say “Oh look! Googlelaunched a new site. Let me run over there too.” Or perhaps they are like the kidscratching his butt on the field saying, “I don’t see why anyone would every use socialmedia for business.” That’s how kids play the game.But pros take the game to a completely different level. Phil Jackson who is arguablythe best basketball coach of all time said that basketball games are won and lost inpractice. Practice is where you build your strategy and train to execute it.Don’t feel bad if you just realized that your approach to Social Media and ConsumerEngagement is childlike. That is where everyone starts out. Remember that evenMichael Jordan got cut from the team in High School. But also realize that even thegreatest players need coaches. This eBook endeavors to be your consumerengagement coach. Teaching you the fundamentals of a Social Strategy.Your Plan is not a StrategyLet’s get down to basics. There is a lot of confusion around what a strategy really is.Most people get confused and do not fully understand the differences between a
  • 4. strategy, a goal, an objective, a vision, an idea, and a plan. Each of them are disparateand serve completely different purposes. Add to the confusion by Googling “SocialMedia Strategy” you will find that most of the results that are returned are really goalsor plans. They are not really strategies.Creating a Facebook fan-page is not a strategy. It is not really even a plan. It is anactivity. Getting more twitter follower is not a strategy. It is closer to a goal thenanything else. Creating a content calendar is not a strategy; it’s a plan.While searching for Social Media Strategy, you will also find a lot of great questionsthat you should ask yourself about your organization’s consumer engagementinitiatives. But those questions alone do not constitute a strategy.Here is the problem with Googling information about Social Media Strategies. Theterm is being used as a keyword for Search Engine Optimization and it is not returningconcise actionable information around creating a true social media strategy. Sorry forall the confusion you have run into.Harvard Professor Michael Porter has clearly articulated, “The steps and action youwant to take is not your strategy”. Your business strategy is the overarching approachor method that guides how you will deliver value to the market place andstakeholders. Plans are fluid, they will need to change and adapt to constantlychanging environmentally conditions. Strategy is solid, they stand steady ensuringstability while allow for a variety of tactics in order to achieve the end goal.Answering the Wrong Question“What is the ROI of Social Media?” Hold your breathe, Count to 10, OK now scream!First of course you know that to calculate ROI, the benefit (return) of an investment isdivided by the cost of the investment and that the result is expressed as a percentageor a ratio. Of course you know that determining ROI for anything is nebulous since thewhole nature of ROI calculations make it so that you can be easily manipulated thecalculations to suit any purpose. But before you go and try to answer that question,STOP!!!Whenever someone asks you what is the ROI of Social Media, they are really asking“What is the value of Social Media?”. They are not asking for a mathematicalcalculation. They are asking to for you to clearly show them how engaging in SocialMedia is will help them meet their Financial objectives. Answering this question isclearly different from answering a mathematical equation. Once you show how socialmedia aligns with the stated business objectives then the numbers that you later showwill make perfect sense. To do this you must have a roadmap that helps pave the wayfrom engagement to financial dividends.Organizational Impact
  • 5. Social Media has on your on your entire organization. The sales team, the marketingdepartment, customer service, public relations, Information technology and financeare all impacted. I it crucial that you understand this impact. It will help you toappreciate that you must moving beyond thinking about Social Media and startthinking about becoming a social business. So I will outlineWe will start by outliningthe impact on Sales.Impact on SalesTo understand the impact Social Media has on sales we first must understand the SalesCycle The traditional measures the time it takes to more a customer from the initialcontact until the close of the sale. The sales cycles identify where in the process aconsumer may be in efforts to help sales move the customer along to the next phaseof the process. Social Media make the sales cycles more dynamic. The social mediasales sales goes beyond more customer to a transaction but includes the actual use ofthe product or service.The phases in the Sales Cycle are:• Discovery• Selection• Validation• Purchasing• and UseLets discuss what is involved in each of these phases:DiscoveryDiscovery is the point that a consumer gains and builds awareness of your product orservice. Today consumers gain awareness of organizations and their offerings in 3primary ways. Those ways are:• Search• Word of Mouth• Advertisement and Product PlacementSearchA consumer could discover your product or service through search. The yellow pageshas become irrelevant people today search for products or services using searchEngines such as Google, Bing or other Social Search Services.Word of MouthConsumers could discover your product through word of mouth. Through a sharedexperience from someone within their personal network, a person could gainawareness of your product or service. Through social media sites like Facebook,twitter, or Google plus, a consumer may gain exposure to your organization
  • 6. AdvertisementsConsumers also discover product through advertisement and product placement.Online advertising and product placement allows organizations the ability to collectleads and move prospects into the next phase of the sales cycle. Ads on Facebook orplace in content through Google are an effective way to increase exposure as part ofthe discovery phase.After a consumer has had sufficient exposure to your product and service to aroseinterest they next move the the selection phase.SelectionConsumers have access to an abundance of products and services options to choosefrom. During the selection process consumers weed out the products and service thatdo not meet their personal preferences and come to a decision of which product orservice that they want to purchase.ValidationAfter consumers have narrowed their option down to the item that they intend topurchase move into the validation process. This is the most extensive phase of theSales Cycle. Consumers validate products and service in 3 ways:• Education• Network Approval• Third Party ReviewsEducationIn the validation phase consumer educate themselves about the product and servicethat they are validating and how they intend to use it. One way that they educatethemselves is through view videos on YouTube of other Social Video SharingPlatforms. The use of online video posted on site such as YouTube is an effective toolto educate consumers and help move them through the validation phase.Network ApprovalConsumers want the validation of those whom they associate with. Whether they arebuying a pair of jean, an automobile, or a home the seek validation from the familyand peers. You can help consumers gain network approval by make information aboutyour offering easy to share on social networks. By incorporating a catchall socialsharing widget into your website you allow consumer to get validation from network ina manner that works best for the consumer.Third Party Reviews
  • 7. Through rating and review sites such as Yelp According consumer gain furthervalidation of a product or service that they are interested in. According to a 2011survey by BrightLocal.com. 55 percent of U.S. consumers trust a local business moreafter reading positive online reviews and 67 percent of respondents say they trustonline reviews as much as word-of-mouth recommendations. One approach is to makeis easy for consumer to unfiltered find reviews of your organization. Consumer realizethat no company will have 100% glowing reviews therefore it is more important thatconsumers see how you addressed the negative review instead of attempting to coverit up.After consumer have validated your product and service they are ready to more to thepurchasing phase.PurchaseWhen a consumer is ready to purchase your products or service you need to make iteasy for them. If your products or services cannot be purchased online then you canuse GeoTargeting service to help the consumer find the best location for them to buy.In addition you can use insight gain through social media monitoring for cross selling.One caution regarding cross selling is that items that you are cross selling may alsoneed to go through the sales cycle and potential loss or delay of sales can occur.UseAfter the consumer has purchased your product or service the experience that theyhave with the purchased item paves the way for future sales. Therefore it is crucial thatyou have good product and customer support mechanisms in place. This can be donethrough Wikis and Forums. In addition your want to make it easy for consumers toshare their experience in order to aid other through the sales cycle.Impact on MarketingOne of the primary roles on marketing is to communicate the value of anorganizations products or service in effort to drive sales. To accomplish this objectMarketing must identify it’s audience, Create an audience appropriate message andpublish it on the most appropriate channels. The traditional channels are printer, TV,radio and mailings. Social Media does not change the objective but it adds to thechannel mix.Impact on Customer ServiceSocial Media has given consumer the ability to voice their frustration in a way thatpublic exposes your organizations flaws and errors. Customer Service must beempowered to quickly and publicly resolve consumer issues. Organization mustemploy listening tools to identify when a consumer voice a customer service issue on asocial media platform. Next customer service representatives must be empowered toaddress the consumers concern immediately. This will require that organization modify
  • 8. their policies from a black and white do and don’t list of rules to situational basedprinciples. Customer Service also needs to be trained about how to quickly escalateissues to marketing or public relations.Customer service must now publicly share its knowledge base with consumers. Bycreating and /or contributing to wikis and forums companies empower the communityto find and offer solutions on their own. This approach can reduce the number of callsthat could potentially come into an organizations customer service department.Impact on Public RelationsInstead of having to pitch stories to the mainstream media channels in efforts to getmessage in front of consumers or the masses, social media empower PR professionalto get their story in front of the people who mater most. Public Relation professionalsalso need to build relationships with mass mavens and connectors. Mass mavenscontribute to blogs and forums and have a large amount of followers who considerthem to be a trusted resource. Mass connectors share lots of resources with a largeamount of connections. Public Relations professional also need to continual monitorconversation on the social web and have a crisis plan to address potential social mediaconsumer disasters.Impact on ITIT professional have been working with the underlying technologies that drive socialmedia for many years. Developers are comfortable using, XML, RSS, and Web Serviceshowever they have primarily using these technologies in a controlled environmentinside the enterprise. Social media introduction 3 major challenges that IT professionalmust address.1. Security2. Scalability3. IntegrationSecurityBecause social media sites are sharing platforms, where users can upload andexchange pictures, text, music and other types of information with little effort thisopens up vulnerability that IT professional need to protect their organizations from.ScalabilityIT Professional must address the issue of scale. They must figure out what are the besttools for the organizations size and ensure that as their social media activities the haveto proper tools in place so as not to interrupt ongoing activities.IntegrationPerhaps the biggest obstacle IT professionals face is how to integrate streams of socialdata with your corporate data. This will require becoming efficient with Service
  • 9. Oriented Architectures, and making API calls to third party applications and thennormalizing and aggregating the data to produce actionable reports.The Strategy Map FundamentalsA Social Strategy Map is your playbook. It is an Infographic of an organization. Thestrategy map concept was developed map Harvard Professor Robert Kaplan andDavid Norton. I had successfully used strategy maps for many years at Fortune 500companies. Then in 2008 I modified the strategy map concept to work for social mediaand begin using it with clients including one of the world largest privately ownedcompanies.A Social Strategy Map is broken down into five perspectives. They consolidate andexhaustive amount of research, envisioning and ideation into a clear objective that canbe easily communicated and understood across the organization. It is accompaniedwith the measure for success for each perspective and the associated initiatives thatwill need to be executed in order to achieve the desired results.The Perspectives in a Social Media Strategy Map are:1.Financial2.People3.Conversations4.Platforms5.InternalSocial Strategy Maps are a valuable tool to communicate and link strategic objectivesacross the organization. Social Strategy Maps help to clarify and gain consensusaround your strategy and ensure that all initiatives are tied to company financials.Each perspective supports they underlying adjacent perspective.The social strategy map starts with the Financial perspective this is the ultimatemeasure of success of your social media initiatives. The Financial perspective sets thedirection of your social engagement strategy.While the Financial perspective is the driver of your strategy, the People are the mostcrucial to your organization success. You want to identify the people who directlymake it possible for you to meet your financial objectives. The people objective doesmore than just identify a persona but groups of persona that will need to worktogether in order for you to meet your Financial objective.After you have identified your People you are ready to outline they majorconversations that you need to lead and engage in order to get the right peoplemoving in the right direction to have the desired outcome on your financial objectives.
  • 10. When identifying your conversations you will need to document what keywords youwill monitor that represent your conversations. You will need to understand what theconversation triggers are that will lead to conversion events. Last but definitely notleast; you will need to identify who are your mass connectors and mass mavens. Massmavens are the highly connected individuals on social networks that create contentthat people view as authoritative. Mass connectors are highly connected individualswho share authoritative content created by others. The mass mavens and connectorshave a significant influence on consumers in the discovery and validation phase of thesocial sales lifecycle. Mass mavens make up 80% of social media post about productsand services.In the Platform perspective you identify the vehicles that carry your conversation to therelevant people. This goes far beyond getting a Facebook page. While Social Mediasites play a significant role in the platform perspective you also must consider whatdevices your people are having these conversations on so we evaluate here mobile,gaming, and other interactive devices.The Internal perspective functions to ensure that your organization is ready for theongoing activities to support your social media strategy. The strategy map shouldidentifies the internal tools, processes, policies, or training your organization needs tohave in place to serve as the foundation of your social media strategy.Let’s now take each perspective and discuss it in greater detail.
  • 11. The Financial PerspectiveThe financial objective is core to your Social Media Strategy. All the other perspectiveare in support of the Financial objective. The financial objective is the ultimatemeasure of success of your Social Media initiatives. During the identifying yourorganization’s financial path you will be reviewing and clarifying your organizationsventure and doing a 4P review. The Social Media debate over ROI (Return onInvestment) is resolved through the use of a Social Media Strategy Map, since theSocial Media Strategy Map ties clearly links to Financials.Financial Objectives will vary for each organization we utilizes 4 financial themes tohelp identify the strategic path your organization should follow. Those categories are:1.Transformation2.Growth3.Maintenance4.HarvestTransformOrganizations on the Transformation path will take a long term view of the market andlook to innovate in new ways to meet an unmet or underserved market need. This willrequire that organizations invest heavily in new people, processes, and tools.Organization on the transformation path will probably operate with negative cashflows and low returns on investment. The measures that an organization would use onthe Transformation path would be either Revenue Mix or Sales Mix. Revenue Mix isThe relative contribution of quantities of products or services that constitutes totalrevenues. Sales Mix refers to relative proportions of the product sold i.e. thecombination and percentage of each different item sold as a percentage of the whole.GrowthOrganizations on the Growth path are looking to increase revenue or sales in targetedmarkets, customer groups, or regions. Companies on this path already have clearlydefined products and services along with the supporting infrastructure to deliver.Organization on a growth path will look to invest significantly in consumer facinginitiatives and tools. The measure that organizations will focus on in this path will beRevenue or customer growth.MaintenanceOrganizations on the Growth path are primarily concerned about profitability. Theyare looking to maintain their existing market share while maximizing the income thatcan be generated form capital investments. Companies on a maintenance path maychoose to use success metric based on:ROE : Return on EquityROCE : Return on Capital EmployedEVA : Economic Value Add
  • 12. HarvestOrganization on the Harvest path are cost conscious and seek way to reduce cost andtake a keep the lights on approach. Organization in the Harvest phase understand thatthey will have limited opportunities to expand and may look to divest of customers orproduct and service offerings. Any investment will need to focus on consolidation ormust have definite and short payback periods. The financial measure for organizationon a Harvest Path will revolve around operating cash flow and reduction in workingcapital.Your goal in the Financial Perspective is to clearly show alignment with theorganization’s financial objective. It is not to show ROI although you will do that as abyproduct. Show any CEO how Social Media and Consumer Engagement will helpthem meet their financial objectives and they will invest whatever it takes.Developing the Financial PerspectiveThe Financial Objective must comes from the company’s annual financial plan. Best inclass businesses set their financial plan prior to the beginning of their fiscal year. Thefinancial plan details the company’s objective in financial terms.From the Financial Perspective you must have clearly identified the products andservices that your organization offers. You must also have identified the price eachproduct and service your organization offers. The sales projections of each product isalso required.The rest of your Social Strategy Map will show how social initiatives will proactivelysupport your organizations financial objectives.The People PerspectiveWhile the Financial perspective is the driver of your Strategy, the People are the mostcrucial to your organization success. You want to identify the people who will make itpossible for you to meet your financial objectives. These people may be consumers,partners, distributors, or vendors. These people make up a subset of your social mediavoice.The first step in identifying the people that impact your financial perspective is tocreate a role based matrix identifying the major roles of people who could impactyour financial metrics. Next you will want to perform a persona exercise to identify thespecific individuals that fall within the groups that you have established.PersonasPersonas are a composite user archetypes or representation that are constructed fromdemographic, psychographic, Technograhpic and an interaction use case.
  • 13. Demographic data would include: the statistical characteristics of an individual such asgender, race, age, disabilities, mobility, employment status, economic status,educational stations and geographic location.Psychographic data would include attributes relating to personality, values, attitudes,interests, or lifestyles. They are also called IAO (Interests, Activities, and Opinions)variables. Psychographics help us to understand behavioral patterns.Technograhpic identify how are user segmentation utilizes social technologies.Technographics have seven overlapping levels of social technology participation. The7 are depicted in a ladder hierarchy and from descend order are:CreatorsConversationalistsCriticsCollectorsJoinersSpectatorsInactives
  • 14. CreatorsCreators are originators of user-generated content. They publish articles and blog aswell as upload audio and video to be shared with a community.ConversationalistConversationalists generate a large number of small updates on personal updates.They also comment on content generated by other within the community.CriticsCritics rate and review products and services as well as proof and edit information onwikis.CollectorsCollectors are the people who curate and help to provide order to user generatedcontent. They bookmark and tag using sharing platforms like delicious.JoinersThe joiners have profiles on a multiple social networking sites and visit these regularly.SpectatorsThe spectators read blogs, watch videos, listen to podcasts, read reviews, read tweetsand review online forums and read all other types of post on social media sites.InactivesInactives are the people who neither produce nor consume user generated contentfound of social sharing platforms.The interaction use cases combines into a narrative of the goals of each persona inrelationship to your product or service and the motivational drivers surrounding howthe will engage with your company.TribesAfter creating your user personas finally you will want to group the personas intotribes.Tribes are groups of Personas that include multiple roles which work in a symbioticrelationship toward a shared outcome. You will list the tribes that will most impactyour financial objective as the objectives for the people perspective.The Conversation PerspectiveAfter you have identified your Personas and Tribes now you are ready to outline theymajor conversations that you need to lead and engage in to get the right peoplemoving in the right direction to have the desired outcome on your financial objectives.
  • 15. You will record the conversation category as your objective within the conversationperspective. However you will need to create a manifest of supporting conversationinformation that helps you to understand what conversation are occurring and who areinvolved in those conversations. This will be a living document that is continualupdated.The supporting information that you will want to maintain for each category.KeywordsKeywords and PhrasesDerivation for KeywordsAbbreviations for KeywordsExclusionary words to be included in Boolean searchesHashtagsConversation TriggersConversations triggers are events and activities that lead to increased references tothe conversation that matter to your organizationMass connectors and mavensMass mavens are the highly connected individuals on social networks that createcontent that people view as authoritative. Mass connectors are highly connectedindividuals who share authoritative content created by others. Mass mavens and massconnectors do not differ from those identified in the People perspective because theymost like do not have direct impact on your financial objectives. The mass mavens andconnectors do have a significant influence on consumers in the discover and validationphase of the sales lifecycle. Instead of creating a persona for the mass mavens andconnectors you will need to keep a list of who specifically these individuals are. Youwill need to understand their behavioral patterns and what motivates them and buildrelationships with them.Now that you have a list of Keywords, conversation triggers, along with a list massconnectors and mavens now you can began crafting stories that ignite conversationsaround the emotional driver of your identified people. We have discussed whatconversations drive value, we have outline how generate those conversations, now weare ready to move to the Platform.The Platform PerspectiveSelecting the most appropriate platform is crucial. The platforms are the vehicles thatcarry your conversation to the relevant people. While it may seem straightforward toselect the Big 5 social platforms (Facebook, Twitter, Google, YouTube or Facebook)the may not always be the most appropriate options for your company. On theStrategy Map it is recommended that you pick 2 to 3 sharing platform categories toplace in the Platform perspective. This will be supported by documentation of specific
  • 16. sites prioritized by activity volume. While specific sites may come and go as well asincrease or decrease in popularity, the sharing platform category will always remainthe same.The first step in selecting your platforms is to listen and identify where the majority ofyour conversations are occurring. Next using your Technograhpic profile identify whatcategory your personas fall within are they:• Creators• Conversationalists• Critics• Collectors• Joiners• Spectators• and InactivesThis will help your identify what action people take and what they are trying toaccomplish. Then select the sharing platform that fits your people’s needs. Rememberthe 10 categories are:1.New Sharing2.Video Sharing3.Audio Sharing4.Photo Sharing5.Bookmark Sharing6.Idea Sharing7.Knowledge Sharing8.Experience Sharing9.Connection Sharing10.Network SharingThe Internal PerspectiveNow it is time to ensure that your organization is ready for the ongoing activities tosupport your social media strategy. The strategy map should depict which ofconcentration internal tools, processes, policies, or training your organization need tohave in place to serve as the foundation of your social media strategy. More than likelyyou will have all 4 area on your map with support plans backing up each objective.Internal ToolsIn order to effectively manage multiple social channels across teams within anorganization Social media management system will need to be in place. Social mediamanagement systems allow you to moderate conversations, assign tasks within yoursocial workflow. In addition Social media management systems allow you to schedulemessages to be posted in conjunction with social media campaigns. Other tools mayneed to be in place for content management, data integration, and reporting
  • 17. ProcessesYour organization will need to map out how it will operationalize social media supportthrough formalizing workflow, processes, and procedures. Your process you includeconsideration of how you will coordinate engagement across the team and how youwill respond to conversation 24/7. Your process will need to address contentpublishing and general outreach. Crisis management and the appropriate escalationpaths will need to be outlined. Finally the process should outline tracking andreporting needs.PoliciesEach organization will need to establish it’s on social media policy based on theorganization objectives, industry concerns, and executive management style. Yourpolicy should be consistent with your organization’s standards of conduct.Authoritative laws, rules, and regulations. In addition the policy should foster respectand trust between consumer, partner, vendors, employees, and organizations leaders.In addition to having a social media policy other organization and departmentalpolicies should be reviewed so as not to be a barrier to open communication andspeedy resolution of consumer issues. All we need to be trained within theorganization on how to apply the policies.TrainingPulling it all together is the training of your organization’s staff to support your socialmedia venture. Social Media Training will need to be conducted at all the differentlayers within your organization. There will need to be training specific to :• All Employees• Executive Leadership• The Management Team• Sales, Marketing and PR• Customer Service• IT Professionals and• Human ResourcesAll Employees will need to understand how social media impact your organizationsmission and how it impacts your companies financials. They will need to understandwhat role they play and what compliance to the companies social media policy means.Each specific department will need training specific to there area.The Best Strategy Doesn’t Win!!You can have the best strategy on paper, but it does not mean anything unless youexecute on it flawlessly. You cannot build a 3 or 5 year Social Media strategy. WithSocial Media your strategy needs to be agile adjusting with the every change
  • 18. landscape of technology. You can accomplish this by using OODA loops. OODAstands for:• Observe• Orient• Decide• and ActYou Observe by using listen tools to gauge what people are saying and theeffectiveness of your communications. Next you Orient your self to what you haveobserved by understand the impact of you listening efforts. Then you Decide makedetermining what your options are and then selecting the best choice. Finally you Actby implement the decision that you have made.Success is comes not from the Strategy but from the Execution. However, your cannotExecute if you do not have an effective Strategy in place.
  • 19. AboutAbout the AuthorKevin Dean is the Author of Social Strategy Maps. Kevin Dean is the Chief Strategist atCrushIQ and is a recognized expert in the fields of consumer engagement and socialmedia technologies. Kevin is an instructor, guest speaker, and panelist on the subjectof social media and web technologies at conferences around the country. As a publicspeaker Kevin Dean has delivered discourses in front of thousands of people. He hasbeen featured and quoted in trade journals and television reports on the trends andeffects of social media on business.Following Kevin on twitter: @kevinjdeanAlso Subscribe to the SocialStrategyMap.com RSS feedAbout CrushIQAt CrushIQ, we are dedicated to giving real people and real businesses, real tools andspecific know how for building business success through the power of social media.We speak to, train and educate businesses of all sizes, nationwide, on how toefficiently and effectively engage through this powerful medium.For our clients, however, we engage on a much more intimate level. We follow a veryspecific process, one proprietary only to us, for assessing a client’s current socialengagement situation, discovering opportunities for business development andbuilding a strategy tied directly to a client’s financial goals for success. Our socialstrategies can be qualified, quantified, analyzed and tracked.We call our process the Crush360, and it exists solely for defining and buildingeffective social media solutions for our clients, that clearly define the return on theirinvestment.The Crush360 Strategy EngagementThe following outlines the step-by-step process of a Crush360Determining the level of social business sophisticationIs your company new to social media, have you had experience with the medium, orwould you con- sider your company to be an advanced user of social business. This isgood to understand at the very beginning, before determining what needs yourcompany may have regarding a social media strategy.
  • 20. During this phase we will learn your current level of social business experience,integration, use, knowledge, support, budget and expectations and will be performinga series of interviews, including questionnaires, to determine a starting point.The Assessment PhaseDuring a Crush360 Assessment, we mine a lot of data. A LOT of data! We listen tothousands of digital conversations about you, your competitors and your industry. Thebreakdown of this data falls into the following categories:1.Socio Economic Landscape & Customer Map2.Sentiment analysis3.Brand analysis4.Ecosystem assessment5.Competitive threat analysis.Crush360 Social Strategy.A Crush360 Social Strategy empowers companies to communicate and link theirstrategic social consumer engagement objectives across their entire enterprise. It alsohelps to clarify and gain consensus around a social strategy and ensure that allinitiatives are tied to their company’s financial objectives.A Crush360 Social Strategy Map leverages the Social Strategy Map concepts outlinedin this eBook as well as in-depth workshops and processes to elicit your organizationsstrategic perspectives.CrushIQ will create a Social Strategy Map walking you through our ideation andvalidation process to define your Financial, People, Conversation, Platform, andInternal Perspectives. The strategy will serve as a road map for successfully executingyour consumer engagement initiatives.To learn more about implementing a Crush360 Social Strategy Map for yourorganization please contact:Kevin Dean at 616.608.2576 or email kevindean@crushiq.comThe Social Strategy MapCopyright © 2012 by Kevin DeanNo part of this book may be reproduced without written permission from the authors. All requestshould be sent to:CrushIQ7032 Wrightsville Avenue, Suite 201Wilmington, NC 28403