Social Strategy


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How can companies form their Social Strategy? Where should you begin to have the best chance for success? This presentation describes a Social Action plan for companies who want to have a social strategy.

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Social Strategy

  1. 1. Social Strategy How to design your social strategy july 2009 1 © Nothing out of this presentation may be copied without permission of the author
  2. 2. What is social? 2
  3. 3. Social C’s Communicate blogs, podcasts, video blogging, video sharing, photo sharing Connect social networks, instant messaging, skype, microblogs, sms Collaborate/Co-create wiki’s, consumer generated content, open source software, mashups Collect/ Categorize tagging, bookmarking Collective Wisdom rating sites, wikipedia, social news Customization rss, widgets, virtual world Conversation blog response/comments = Community 3
  4. 4. Social flower Source: The Conversation Prism door Brian Solis 4
  5. 5. 1st step: define your goal 5
  6. 6. 4 main goals •  Branding •  Engagement •  Traffic •  Customer Support 6
  7. 7. Social Marketing results •  Reach: enlarge reach, visibility •  Reputation management: follow and influence reputation and brand experience of a/the target group online •  Engagement: interaction with target groups •  Innovation: gain new ideas for product innovation through interaction •  Loyalty: building relationships with customers •  Acquisition: reach new target groups •  Sales: additional revenue 7
  8. 8. 2nd step: where’s social activity based? 8
  9. 9. Basis of Social strategy Depending on your goal there can be more departments involved in the social activities like: •  Marketing •  PR •  Customer Support 9
  10. 10. 3rd step: allocate budget and fte 10
  11. 11. Allocate budget and fte A social strategy and activity isn’t a one time event but a continous process 11
  12. 12. 4th step: define your target group(s) 12
  13. 13. Define the target group(s) •  Who is your target group? •  Where is your target group online? •  What are the needs of your target group? •  Where can you add value for your target group? 13
  14. 14. 5th step: Research social media 14
  15. 15. Listen before acting Research where conversations take place Follow conversations about your brand and products Learn from these conversations and use this as input for your strategy •  place to become active •  tone of voice 15
  16. 16. 6th step: become active 16
  17. 17. Be STRAIGHT   Succinct   Transparent   Responsive   Accepting   Insightful   Genuine   Humorous   Timely Source: Paul Gillin 17
  18. 18. Add value Reach the right person, with the right message, at the right time >> Leading to Personal engagement and relevancy 18
  19. 19. 7th step: measure, report and optimize 19
  20. 20. Optimize your social strategy constantly •  Measure the results of your social activities according to the set key performance indicators •  Embed reporting in your organization •  Distribute the results •  Optimize your activities 20
  21. 21. Social action plan 21
  22. 22. Summary: Social Action plan 1. Define goals + key performance indicators 2. Claim budget and fte for social activities 3. Decide place of social in your organization 4. Research target group(s) 5. Research social media, listen 6. Develop unique content, add value 7. Measure, report and optimize Bron: 22
  23. 23. Social Pitfalls 23
  24. 24. Why is social difficult? • Social marketing is a completely different approach to interacting with consumers and customers. True return on investment comes from developing communities, creating content to be shared, and talking and listening directly with consumers instead of just advertising on social media. • It does not fit into current structures. Multiple departments are involved: marketing, PR, communications, customer support, content production and web development. Who will be responsible for the organization’s social strategy? • Communities and content are global: Users of social media connect, consume, and share content globally. • Social media is not a campaign, it’s a permanent approach. Marketing and PR work on short time frames and work with individual campaigns and short term objectives •  Social activities have no guaranteed results. Social media is a pull medium; usage and interaction is totally dependent on the user choosing to do so • New metrics. These numbers will always be smaller, but not necessarily any less measure of success. 24
  25. 25. Questions? Astrid Idema astrIDema 0031870025819 Skype: astrididema MSN: Twitter: astrid0210 Facebook: 25