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Social MediaStrategy BuilderBy Aneta Hall (@anetah)This document is designed to help you build a sustainable social media ...
Table of ContentsPEOPLE .....................................................................................................
PEOPLETARGET AUDIENCEWhen thinking about social media, it’s critical to specifically define the audience you want to reach...
ORGANIZATIONAL READINESSSocial media marketing may be low-cost, but it does require time. Even for a company that does not...
What social media monitoring/analytics resources          ❑Access to SM Monitoring Platform (Radian6)are available to your...
STRATEGYConsider the following social media strategy frameworks as the backbone of your social media strategy.     1) Soci...
SOCIAL CHANNEL SELECTIONEach social media channel is good for something different. Consider the strengths and weaknesses o...
SOCIAL CHANNEL INTEGRATIONHaving a great social media presence is certainly one critical element in your overall marketing...
CROSS-DEPARTMENTAL SOCIAL MEDIA INTEGRATIONThe next generation in truly effective social media deployment will involve not...
TACTICSTACTIC                                             TECHNOLOGY NEEDED           DEPENDENCIES   OWNER                ...
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Social Media strategy Builder by Aneta Hall

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This document is designed to help you build a sustainable social media strategy based on Forrester’s POST methodology that focused on identifying your audience and objectives before focusing on social technology and tactics.

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Transcript of "Social Media strategy Builder by Aneta Hall"

  1. 1. Social MediaStrategy BuilderBy Aneta Hall (@anetah)This document is designed to help you build a sustainable social media strategy based on Forrester’s POSTmethodology that focused on identifying your audience and objectives before focusing on social technologyand tactics.Aneta Hall
  2. 2. Table of ContentsPEOPLE .................................................................................................................................................................................... 2 TARGET AUDIENCE .............................................................................................................................................................. 2 COMPETITORS ..................................................................................................................................................................... 2 ORGANIZATIONAL READINESS ............................................................................................................................................ 3OBJECTIVES ............................................................................................................................................................................. 4STRATEGY ................................................................................................................................................................................ 5 SOCIAL CHANNEL SELECTION .............................................................................................................................................. 6 SOCIAL CHANNEL INTEGRATION ......................................................................................................................................... 7 CROSS-DEPARTMENTAL SOCIAL MEDIA INTEGRATION ...................................................................................................... 8TACTICS ................................................................................................................................................................................... 9 1Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  3. 3. PEOPLETARGET AUDIENCEWhen thinking about social media, it’s critical to specifically define the audience you want to reach. “The generalpublic,” for example, is too vague. Each organization has many different types of constituents who can be reachedthrough social media channels. The challenge is figuring out who you really want to reach.Who is your target audience you are trying toreach in SM?What’s their mindset with respect to your brand orproduct?What is your overall marketing/communicationplan for this target group that involves traditionalor online channels? Are there synergies there?How does your target group use social media forbusiness and how for personal use?*What social networks does your audiencefrequents online?*What are common discussion topics among yourtarget audience is social media?*What key points do you want to make with youraudience?What will make them pay attention to you in SocialMedia?* if you don’t have information about your target audiences’ social media technographics we suggest investing in social media eco-system researchCOMPETITORSWho are your direct and indirect competitors?How is your competition utilizing social media? 2Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  4. 4. ORGANIZATIONAL READINESSSocial media marketing may be low-cost, but it does require time. Even for a company that does not actively participate,someone has to monitor what is being said about your organization and—assuming you don’t want to operate in abubble—your competition. For businesses wanting to get actively involved, there is, of course, an even greater timecommitment.What’s your marketing resource pool?(List resources as well as agencies and their focus)How much time do you expect to devotespecifically to social media?Which social media channels do you or your staff ❑Facebookhave experience with, either personally or ❑Twitterprofessionally? ❑LInkedIn ❑Google+ ❑Blogging ❑Video sharing sites (like YouTube) ❑Other_______________________ ❑Other_______________________ ❑Community Management ❑Social content creation & marketing ❑Social media monitoring ❑Social campaign creation ❑Social advertising ❑Social Customer ServiceDescribe your content strategy with respect toyour target audience?What content-related assets/resources are ❑robust pipeline of fresh content created on a regular basisavailable to your organization? ❑Lots of photos ❑Experienced photographer(s) ❑Lots of video content ❑Other_______________________ ❑Other_______________________What social media related assets/resources are ❑Existing blogavailable to your organization? ❑Experienced writers ready to create blog content ❑Existing twitter handle ❑Experienced twitter user ready to manage your handle ❑Existing SM community ❑Experienced community manager ❑SMEs in ready to share their thought leadership ❑Other_______________________ ❑Other_______________________ 3Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  5. 5. What social media monitoring/analytics resources ❑Access to SM Monitoring Platform (Radian6)are available to your organization ❑Trained resource ready to listen and engage ❑OR Funding to support social media monitoring for your programOBJECTIVESBefore you can make decisions about which social media to use, you should be clear on your goals. Be specific—“reaching out to people” is too broad, for example. This type of goal will make identifying your strategy difficult andmeasuring your progress all but impossible.Limit your objectives to just 2 high-level objectives. EXAMPLES OF BUSINESS-SPECIFIC OBJECTIVES  Generate broader brand awareness  Establish the company as a thought leader  Promote product or service  Network and prospect for sales leads  Perform customer and market research  Monitor your competition and/or your industry  Improve Customer Loyalty  Optimize customer service  Improve public relations and customer relationships  Attract new talent and performing initial background checksOBJECTIVE What’s the purpose? Why is How it is currently What defines success? this goal important to your org.? measured? What are you able to measure?1:2: 4Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  6. 6. STRATEGYConsider the following social media strategy frameworks as the backbone of your social media strategy. 1) Social content marketing Utilizing social media to amplify your content applicable for the following objectives: broad usage for most business-specific objectives incl. brand awareness, product promotion and customer loyalty building 2) SME engagement in social media Rely on your company’s subject matter experts to engage with relevant audiences applicable for the following objectives: Network and prospect for sales leads, 3) Social community building Energize and nurture your audience to build brand fans & increase viral outreach applicable for the following objectives: customer loyalty, establish company as a thought leader 4) Social intelligence gathering deep focus on gathering and analyzing social data applicable for the following objectives: customer or market research, customer loyalty, public relations, customer serviceOBJECTIVE Strategy Framework(s) Describe what success looks like1:2: 5Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  7. 7. SOCIAL CHANNEL SELECTIONEach social media channel is good for something different. Consider the strengths and weaknesses of each toolagainst your objectives stated earlier and come up with the answers to the following questions.Rate each channel as to how well they’re likely to help you meet them, on a scale of 1-5 (1=not very, 5=extremely). Also consider howeasy it will be to create content, and how much experience you have with the channel. Strategy #1: Strategy #2: CONTENT: How EXPERTISE: How well T R easy will it be for versed are you or your O A you to produce staff in this channel? T N the necessary Will you have resources A K content to be trained? LBlogTwitterLinkedInFacebookGoogle+OthersocialnetworkYouTube(or othervideosharing)Other_______ 6Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  8. 8. SOCIAL CHANNEL INTEGRATIONHaving a great social media presence is certainly one critical element in your overall marketing strategy, but social mediashould never stand alone. In fact, we often find that the best way to bring social media into an organization is inconjunction with and as an addition to an existing campaign or overall marketing strategy.Physically integrating social media into your existing marketing tactics is relatively simple.Integration will really show you the value of social media by illustrating that the whole of social media + other marketingtactics can great a whole outcome far greater than the sum it its parts.How will your social media strategy support and enhance your marketing & Internet strategy? Strategy Component How Does Social Media integrate? Email Web site Search Engine Optimization Search Engine Marketing/Advertising Others: 7Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  9. 9. CROSS-DEPARTMENTAL SOCIAL MEDIA INTEGRATIONThe next generation in truly effective social media deployment will involve not just theMarcomm or PR team but will include the entire enterprise in its sights. Coming up with ways to leverage social mediaacross the organization can be one of the most impactful things that you do with social media for your organization.Take some time now to look at the following list of common corporate departments or lines of business and brainstormhow you need to work together to make your social strategy a success. You should also add departments or functionsthat are specific to your business and how social media could help them as well. Business Development/Sales Customer Service (A MUST!!!) Product Management Information Technology (Tech Central, GOL) Human Resources Marketing Public Relations Legal/Risk Management Training Subsidiary Brands & Offsite Locations Dealers/Branches/Distribution Partners Others 8Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall
  10. 10. TACTICSTACTIC TECHNOLOGY NEEDED DEPENDENCIES OWNER 9Aneta Hall - twitter: @anetah | blog: anetahall.com | G+: gplus.to/anetahall

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