Introducing…; Engagement Media1 2 3 Consultancy & Community Werving, Selectie Policy Management & Interim Social Media Strategy Social Media Activation Social Media People Concepting Webcare Social Media EducationSocial Media Guidelines Customer Service Social Media Meetups Social Media Scan Platform Development Recruitment, Selection and Posting Social Media Concepts Community Building Community Managers Sentiment Analysis Content Creation Social Media Training Social Media Mix Social media Activation LinkedIn Workshops Mediaplanning Social Customer Service Twitter Workshops Social Media Guidelines Webcare Webinars Storytelling Reputation Management
Social Media Planning Process 1 2 3 4 Prepare Strategy Tactics Do Ownership Targetgroup Content MonitorOrganisatio Creation Define KPI’s & ROI Reputation n requirements Planning Management Determine & Processes Guidelines marketing mix Atomization Distribute Engagement level Content Platform Conversations,Activity analysis Creation or engage, react Research, Liste integration n, Analyze Domain Webcare Social Media Concepting Activation 3 to 6 months
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Research Listen Analysis What goals do we have? Social Media Is it possible to facilitate Monitoring; what is your or engage What is your target? audience talking about? conversations? Sales funnel. Towards what direction Engagement Level is the conversation Analysis Life Cycle. going? What is the issue? What problem are we How does your solving? audience participate? Is your market communitable?
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Domain Target Group KPI’s & ROI What will we engage in? Customers? What do our ideas & concept cost? Are you a thought Stakeholders? leader? Resources? Internal organisation? What content do we KPI’s: #followers, leads, have to facilitate? Prospects? orders, friends, views, comments? Is the concept inspirations for your Return On Investment? audience?
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Community? Tools Channels Vertical vs horizontal? What type of website do What type of channels we want? will we use? What type of community? What functionality does What platforms will we it need? be engaged in? Using exisiting platforms? Make or Buy? How much control do we want? Build your platform? Vendor selection! Fish were the fish are!
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate 1 2 3 Roadmap Content Type Organisation Tone of Voice What type of content Who will be responsible matches our strategy? for what? Content format & style Content formula Who will be creating? Brand values B.E.S.T.* Make or Buy? Content channels? (digital) Storytelling? Partnership? Who will be editing?Isbn: 0-07-162574-7: Get Content, Get Customers, McGrawwHill, Joe Pullizi & Newt Barrett, B.E.S.T. forumula p. 27
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Who? Tools? Money Talent development? Community Corporate or Management Tools? departmental budget? Community Manager? Webcare tools? Marketing, pr, developm Web editor? ent, communications? Vedor Selection? Customer Service? Budgetting & ROI Reporting? Insource or outsource? Reporting follows Make or Buy? money! Human Resource involved. Routing & Escalation Service Level process
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Format Planning Activate Frequency of messages Structure your Posting conversation! Interval of messages Commenting Calender Tagging Conversate Social Media Planning Distribution Techniques Listening Social Media Marketing Mix
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Reputation Guidelines Do’s & Don’ts What responsiveness General Proactive level? For Partners / Vendors Honesty Listen & react For employee Authenticity Discuss For customer Escalation process Help For suppliers Consequences
Social Media Planning Process Analyse Identify Platforms Content Resources Activate Engage Evaluate1 2 3 Reporting Evaluate Next steps Social Media Monitoring Does our plan match the Harvest needs of our target Opinion Mining / group? Keep Sentiment Analysis Toward what direction Grow are discussions going? Exit strategies Does the particpation level of our audience Analysis change?
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