Social Strategy
How to design your social strategy july 2009
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What is social?
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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
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Social flower
Source: The Conversation Prism door Brian Solis
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1st step: define your goal
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4 main goals
• Branding
• Engagement
• Traffic
• Customer Support
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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
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2nd step: where’s social activity based?
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Basis of Social strategy
Depending on your goal there can be more departments
involved in the social activities like:
• Marketing
• PR
• Customer Support
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3rd step: allocate budget and fte
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Allocate budget and fte
A social strategy and activity isn’t a one time event but a
continous process
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4th step: define your target group(s)
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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?
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5th step: Research social media
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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
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6th step: become active
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Be STRAIGHT
 Succinct
 Transparent
 Responsive
 Accepting
 Insightful
 Genuine
 Humorous
 Timely
Source: Paul Gillin
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Add value
Reach the right person,
with the right message,
at the right time
>>
Leading to
Personal engagement and relevancy
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7th step: measure, report and optimize
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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
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Social action plan
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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: http://www.jungleminds.nl 22

Social Pitfalls
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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.
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Questions?
Astrid Idema
astrIDema
astrid@astridema.nl
0031870025819
Skype: astrididema
MSN: astrid0210@hotmail.com
Twitter: astrid0210
Facebook: http://www.facebook.com/astrid.idema
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