A Roadmap to Social Media Strategy Development Sila Sahverdi, July 2012
Agenda1. Overview - Strategy Development2. Evaluation of Current Social Media Presence 2.1 SWOT-Analysis 2.2 Current Social Media Presence3. Target Audience 3.1 Mass-Marketing vs. Market Segmentation 3.2 Market Segmentation4. Objectives5. Content6. Social Media Channels7. Social Media Policy & Guidelines8. Social Media Plan9. Integrate Social Media Strategy10. Measure Social Media Strategy A Roadmap to Social Media Strategy Development
1. Overview – Strategy Development Determine Target Objectives Audience Analyze, reevaluate and adjust constantlyEvaluate Current Strategy Customize Social Media Elements Presence Social Media Content ChannelsDevelop Social Social MediaMedia Policy& Guidelines Plan Integrate Social Media Strategy Measure Social Media Strategy Set strategic foundation for all social media efforts A Roadmap to Social Media Strategy Development
2.Evaluation of Current Social Media Presence 2.1 SWOT-AnalysisConduct SWOT-Analysis to evaluate Strengths, Weaknesses, Opportunities and Threats Internal Factors Strengths, e.g.: Weaknesses, e.g.: - Presence on several social media channels - Current social media presence is not maintained regularly - Reputation and familiarity - Lack of consistent and relevant content & interaction with - Company website is prepared for social media attention audience - No coordinated efforts for existing social media presence , channels are not strategically integrated - No ongoing attempt to monitor competitors, relevant industries and social media developments Opportunities, e.g.: Threats, e.g.:- Reach wider audience/penetrate new geographical market - Lack of control over publicly exchanged messages- engage in interactive environment & create dialogue withaudience - Keeping up with continuously evolving social media landscape- Positioning as expert in field and innovation leader - Translate social media engagement into real business benefits- To be perceived as technologically and socially up to date- Cost-effectiveness of social media External Factors A Roadmap to Social Media Strategy Development
2.Evaluation of Current Social Media Presence2.2 Current Social Media ChannelsEvaluate current Social Media Channels e.g. by measuring current members & activity: Social Media Channels by members & activity 1500 1325 1000 Members 500 268 Activity 1) 61 0 15 97 10 Linkedin 1) Posts, updates per week Facebook Twitter A Roadmap to Social Media Strategy Development
3.Target Audience3.1 Mass-Marketing vs. Market Segmentation Definition of Target Audience 2 Approaches Mass-Marketing Market-Segmentation -Market segment -division of market into differences are being groups of individual ignored submarkets with similar - General social media wants and needs strategy for whole marketReach the largest audience possible Deliver highly targeted content that iswith generalized content relevant to most profitable customer segments A Roadmap to Social Media Strategy Development
3.Target Audience 3.2 Market Segmentation Variables •International? Geographic •Countryspecific? •State/region? •Industry? •Sales? Demographic •Size? Understand targetMarket •etc.?Segmentation audience •General believes& attitudes? •Corporate culture? Psychographic •etc. •Social media usage ? •Information search & Behavioral evaluation? •Purchase decisions ? • etc Build social media strategy around target audience needs and wants A Roadmap to Social Media Strategy Development
4.Objectives Grow & Maintain Promote Member Brand Services & Public Base Building Events Exposure Reputation Generate Management Leads Determine Objectives Increase Community website Improve Building traffic Customer Search Engine Interaction Ranking & Feedback Define objectives aligned with target audience Break down objectives into short-term goals and benchmarks A Roadmap to Social Media Strategy Development
5.Content • Introduce new additions to service portfolio • Events: link to website for• Relevant market updates, registration, event photos, videostrends & issues etc.• Link to most recent e-newsletter • Offer free content that is Promotion of relevant for target audience: Services and Events News excerpts of industry reports, e-books & whitepapers, webinars etc. What is relevant to Target Audience? What do we want to communicate? Free Content Promotion of Partners and Members Services & Events Interaction & Feedback • Engage with group members/followers (join conversation, answer questions) • Ask Audience for feedback (polls, surveys etc.) A Roadmap to Social Media Strategy Development
6.Social Media Channels Social/Professional Mulimedia Content Social Blogs & Microblogs Networks Sharing Readers/Bookmarks Wordpress Linkedin Youtube Digg Blogger Facebook Slideshare Reddit Flickr TwitterHigh Time and Effort Required Low current social new social media media channels channelsEnhance and fully leverage existing social media Understand how new social media channels can fit intochannels by extending reach and engagement social media strategy and if they add value to current social media presence Use social media channels actively to achieve objectives und dispense certain kinds ofcontent, catered to target audience A Roadmap to Social Media Strategy Development
7.Social Media Policy & Guidelines• Review and adjust company policies & regulatory processes that may need consideration• Create “Employee Social Media Guidelines”: - decide whether to leverage personal employee profiles (ask for employees willful participation in social networks while respecting their rights or not allow employee access to social media sites) - clearly state forms of content that are not allowed for posting (profane language, solicitations of commerce, inappropriate and rude comments etc.)• Train & educate employees on use of social media• Define how to share social media policy and other updates with team, department or the whole company (e.g. monthly/quarterly reports/presentations) A Roadmap to Social Media Strategy Development
8.Social Media PlanTranslate social media strategy into tactical plan of action, specify: Timetables Short-term objectives & actions Sample Social Media Plan Campaigns Social Media Channel: Facebook Roles and responsibilities Time invested: 2 hour daily Policies and procedures Short-term objectives&actions: - Increase engagement: • Content: 1-2 Posts a day Budgets • Responsiveness: reply to comments within 24 hours etc. -Increase number of Facebook group members : •Encourage members to promote group •Participate in other groups several times a week to create buzz for own groups Campaigns: - Questions &answers live chat(moderated) e.g.: „How to successfully enter the US-Market“ Roles & Responsibilities: - Social media coordinator: •Oversee & manage social media presence -Other employees: •Provide input & support for social media content specific to department Policies & Procedures: refer to Social Media Guidelines Budget: 0 US$ A Roadmap to Social Media Strategy Development
9.Integrate Social Media Strategy• Create Integrated Social Media Presence across all Social Media Channels: o publish the same content across all social media channels whenever possible (promote one event simultaneously on ALL Social Media Networks) o Interconnection and mutual promotion of social media channels (refer to Linkedin Campaign on Twitter, post Youtube videos on Facebook etc.) maximize exposure, safe time & effort and be consistent• Integrate Social Media Presence & Website: o bring user traffic from social media sites to website and vice versa: Integrate social media into website: - Links to social networks placed clearly visible throughout website - allow visitors to share website content e.g. events, news on their social networks or via email lead target audience from social media channels to website: convert social media audience into leads and members make it easy for visitors to stay connected via social media channels• Integrate Social Media Strategy into existing Strategies/Departments, e.g. o Marketing: use social media as a PR & marketing communications outlet o Consulting: Use social media feedback (polls, surveys) from target audience to adjust/improve service Communicate service issues communicated through social media channels to team & ensure follow up Provide customer support through social media channels o Career Services : post job offers in social media channels Fully leverage social media capabilities A Roadmap to Social Media Strategy Development
10.Measure Social Media Strategy Measure Social Media Strategy to determine: • Effectivity of social media strategy • Strength of online presence • The return on investment (ROI) of social media (time, effort etc.)Measure: • Status: followers, friends, group members , number of posts etc. • Engagement activities e.g. a person commenting on a blog post, liking a Facebook or Linkedin update, sharing a blog post, re-tweeting messages • Activism: number of people who are affirmatively taking the action that is suggested, such as sharing a link • Search Engine Optimization (SEO) • Number of conversions (e.g. prospect to lead, lead to opportunity) Analyze and reevaluate social media strategy based on findings A Roadmap to Social Media Strategy Development
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