growth team m e m b e r s h i p™A three-page excerpt from our 12-page Best Practice Guidebook:Activating a Social Media St...
growth team m e m b e r s h i p™                                                                                          ...
growth team m e m b e r s h i p™                                                                                          ...
growth team m e m b e r s h i p™                                                                                          ...
growth team m e m b e r s h i p™ Please contact us to learn how to access the full Best Practice Guidebook or for informat...
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Activating a Social Media Strategy within an Organization

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An excerpt from our Best Practice Guidebook about activating a social media strategy withing an organization.

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Activating a Social Media Strategy within an Organization

  1. 1. growth team m e m b e r s h i p™A three-page excerpt from our 12-page Best Practice Guidebook:Activating a Social Media Strategywithin an Organization * This is a pseudonym for the profiled company.The contents of these pages are copyright © 2012 Frost & Sullivan. All rights reserved.
  2. 2. growth team m e m b e r s h i p™ 1Best Practice GuidebookActivating a Social Media Strategy within an Organization guidebook summary Firm: Consumer Electronics Company* Industry: Consumer Electronics Headquarters: United States Geographic Footprint: Global Ownership: Public Revenue (2010): >$7 billion USD Problem: Business Results: Consumer Electronics Company recognizes the opportunity presented • Increased share-of-voice in category by (and the risk of ignoring) online brand‑related conversations and • Positive shift in brand perception and product consideration needs to develop a social media strategy along with the processes and • Strong employee commitment to the initiative capabilities to implement it successfully. • Increased sales and customer engagement Solution: Resources Required: Consumer Electronics Company uses a systematic approach to create • Dedicated positions with specialized skills to implement the social and activate a social media strategy throughout the organization. This media strategy approach includes: • Developing the strategy and creating organizational buy-in Applicability of Best Practice to Executive Functions: • Identifying the specific capabilities needed to operationalize Function Applicability the strategy Marketing • Selecting the appropriate talent and channel for the launch Market Research • Providing rules of engagement and training to implement the strategy • Creating a process to listen and respond to online conversations • Tracking progress in driving engagement and sales opportunities * This is a pseudonym for the profiled company.The contents of these pages are copyright © 2012 Frost & Sullivan. All rights reserved.
  3. 3. growth team m e m b e r s h i p™ best practice guidebook 2 Consumer Electronics Company establishes a systematic approach to activate social media within the organization Social Media Activation Process Develop Identify Prepare Engage Monitor Track Strategy Gaps Launch Launch Team Conversations ProgressObjective Objective Objective Objective Objective ObjectiveGain organization‑wide Uncover capabilities Create an effective Ensure a unified Gather and act Track progress of thecommitment to social gaps to determine launch through an approach to the on insights from social media strategymedia and address any necessary efficient blend of social media strategy conversations and make necessaryfunction-specific social media talent resources. among the launch taking place across adjustments overconcerns. investments. team. the social media time. landscape.Action Action Action Action Action ActionHold cross-functional Perform internal and Screen existing Employ a dedicated Create a system to Employ specific metricsworkshop with key external analyses employees and social media training monitor, learn from, to track progress ininternal stakeholders of social media potential channels program and set and respond to online driving engagementto develop social media capabilities to inform against strict criteria clear guidelines and conversations, routing and sales opportunitiesstrategy and necessary the creation of a well- to ensure the expectations for the issues accordingly across social mediasteps for activation. rounded social media appropriate selection launch team. to relevant internal channels. candidate persona. of talent and channel. constituents. The contents of these pages are copyright © 2012 Frost & Sullivan. All rights reserved. Source: Consumer Electronics Company; Growth Team Membership™ research.
  4. 4. growth team m e m b e r s h i p™ best practice guidebook 3 key takeaway: Partner with key internal stakeholders to develop social media strategy and ensure organizational buy-in Marketing holds a cross-functional workshop to develop the strategy and necessary steps for social media activation Social Media Strategy Creation Process Workshop Input Workshop Facilitation Social Media Strategy and Next Steps External Benchmarking Social Media Strategy Workshop Objective Tactics OBJECTIVE OBJECTIVE Identify and learn from leading Leverage functional expertise for strategy development. Proactive Arm advocates and Videos, tips, events, create new fans interviews, contests, social media practitioners. through exclusive and widgets, seed products KEY ACTIVITY engaging content. KEY ACTIVITY Involve key internal stakeholders to: Generate a list of companies Reactive Learn from online Polls, monitoring, • Address function-specific questions and concerns conversations to feedback loops, with the following traits: • Build momentum for the initiative understand customer self-sufficiency, • Recognized leader in • Reach consensus on a companywide social media framework needs and inform collaboration, and social media proactive outreach. Search Engine • Finalize next steps to activate social media • Operations on a scale Optimization similar to Consumer OUTPUT Tone Add value to discussions Genuine, helpful, Electronics Company in a transparent and natural, inspirational, (e.g., Fortune 500, global Social media strategy and next steps genuine manner. informed, confident footprint) • Sensitive to similar legal Results Be regarded as a Advocates, fans, direct leader in social media sales, media mentions, considerations engagement. ideas, brand lift • Experience operating in an environment with high volumes of customer interaction NEXT STEPS OUTPUT Identify and fill key social media capability gaps. • Best practices in social Workshop Participants: Select team and channel for launch. media • Director, Interactive • Head of IT • Lessons learned Marketing and Convergence • Brand Manager Train selected team for effective launch. Media (IMCM) • PR Director • Chief Marketing Officer Create system to monitor online conversations. • General Counsel • Communications Director Track progress in driving engagement and sales.The contents of these pages are copyright © 2012 Frost & Sullivan. All rights reserved. Source: Consumer Electronics Company; Growth Team Membership™ research.
  5. 5. growth team m e m b e r s h i p™ Please contact us to learn how to access the full Best Practice Guidebook or for information on Growth Team Membership.™ Email us GTMresearch@frost.com Visit us online www.gtm.frost.comThe contents of these pages are copyright © 2012 Frost & Sullivan. All rights reserved.
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