Social Media Program Framework and Template

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Social Media Program Framework Template Guidelines

Social Media Program Framework Template Guidelines

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  • 1. Social Media Program Framework +TemplateRuss LeFevre
  • 2. © 2011 SAP AG. All rights reserved. 2InternalSocial Media Supports Transformation2. Humanize theSAP Brand5. Tighten Links tothe Business4. Develop PullMarketing3. Invest inPeople1. SimplifyMarketingSimplify our operating platform to minimize inefficient spendand allow people to be more productive.Stretch and extend company brand to touch people byreaching new audiences, delivering tangible benefits,building trusted relationships, and inspiring advocacy.Increase credibility and relevance of marketing in driving go-to-market by developing enthusiastic marketers with the toolsand knowledge to succeedShift mentality from helping the field sell to helping peoplebuy, aligning with purchasing trends in the market andevolving the experience to allow people to interact when,where, and how they choose.Tighten our connections to both development and customeroperations, and run Marketing as a ROI driven business tobetter impact revenue and profitability.
  • 3. © 2012 SAP AG. All rights reserved. 3Project TeamProject LeadCo-LeadSteering CommitteeGlobal MarketingSocial Media MarketingSolutions Management• Review the governance and operational guidanceof the Project Team• Contribute the perspective of the team yourepresent• Evangelize the strategy / plan• Provide content themselves „lead by example“• Monitor and review project progress and results,suggest improvements / adjustments• Champion for additional resources & support if /as needed• Provide / contribute content to social mediachannels• Evangelize the strategy / plan• Primary industry content provider and coordinator• Owner of social media strategy and executionplan• Take appropriate actions against project statusand results• Evangelize social media channels•Portfolio Marketing•Positioning & Messaging•Etc….Content Providers• IBU Directors• IBS Industry Leads• …Social MediaStrategy / ContentLeads• Industry MarketingDirectors• Establish strategy, develop and disclose programplan, coach teams, monitor / manage progress,enact process improvements, disclose resultsSocial Media Strategy Stakeholder Map
  • 4. © 2012 SAP AG. All rights reserved. 4Use Centrally Created Industry Template to AccelerateYour Social Media StrategyTemplateLook for this label
  • 5. © 2012 SAP AG. All rights reserved. 5Content1. Social Media Overview2. Social Media – Industry Example & Level of Effort3. Step-by-Step Approach, Best Practices & Template4. Community & Resources5. Contacts & FAQ„s
  • 6. © 2012 SAP AG. All rights reserved. 6Example 1 - Wholesale Distribution IndustryDeveloped: Used “POST” and “Crawl-Walk-Run” methodologies.Led by Industry Marketing with strong involvement from field andIBU teamsFunding: Zero marketing program funds used“Build” Level of Effort for Industry Marketing Lead: MediumChannels Leveraged – Blogs on SAP.com, Twitter, FacebookHighlights: 1 sales lead from our Blogs – “pull marketing” at its best! > 625 Facebook friends > 210 Twitter followers KLOUT score jumped from 21 in August, 2011, to 46 by end ofFebruary, 2012Links here: http://www.facebook.com/SAPWholesaleDistributionhttp://twitter.com/#!/SAP_WSD
  • 7. © 2012 SAP AG. All rights reserved. 7Content1. Social Media Overview2. Social Media – Industry Examples & Level of Effort3. Step-by-Step Approach, Best Practices & Template4. Community & Resources5. Contacts & FAQ„s
  • 8. © 2012 SAP AG. All rights reserved. 8Step #1:AssessStep #2:LearnStep #3:DevelopStep #4:ExecuteStep #5:Measure5-Step Approach
  • 9. © 2012 SAP AG. All rights reserved. 9 ActionChecklist:Evaluate your situation before creating your industry social media strategy Identify a list of industry colleagues who will serve as content providers and vetters.Use template slide “Industry Community / Content ProvidersFor [Your Industry Name Here]” Confirm you, and your Industry Community / Content Providers, have the capabilities andcommitment to build and sustain content contributions via Blog entries on internal channels, and thenamplify your Blog content in external social media channels time, not just for initial setup. Determine if any existing social media channels for your industry already exist - whether they areviable or not, and if you can take an active role in their approach and content or not.Use template slide “Existing SAP Branded Accounts for [Your Industry Name Here]” Consider industry-specific factors that will shape your social media strategy – does your industryactivity participate in social media channels, are their restrictions or operating practices that limit orregulate their participation, are there preferred social media channels, etc.Step #1:Assess
  • 10. © 2012 SAP AG. All rights reserved. 10Industry Community / Content Providers for [Your IndustryName Here]IndustryMarketing LeadIndustry SolMgmt / IBU’sConfirmed/ DateIndustryBusSolutions(IBS)Confirmed/ Date[OtherGroupNameHere]Confirmed/ Date[OtherGroupNameHere]Confirmed /Date[Your name here] [Name here] [Indicate“yes” forconfirmed,add date][Namehere][Indicate“yes” forconfirmed,add date][Namehere][Indicate“yes” forconfirmed,add date][Namehere][Indicate“yes” forconfirmed,add date]Template
  • 11. © 2012 SAP AG. All rights reserved. 11Existing Branded Accounts for Wholesale DistributionWholesaleDistributionBrandedAccountsChannelRegistriesActive Content +FollowersGrowing,Neutral,DecliningActivity?Appropriate Accountto TargetIndustryAudience?SAPContactFacebook AccountRegistries• SAPWholesaleDistributionYes Growing Yes John SmithLinkedIn GroupRegistriesn/a - - - -Twitter AccountRegistries@SAP WSD Yes Growing Yes John SmithYouTube ChannelRegistryn/a - - - -
  • 12. © 2012 SAP AG. All rights reserved. 12TemplateExisting Branded Accounts for [Your Industry Name Here][Your IndustryName Here]BrandedAccountsChannelRegistriesActiveContentandFollowers?Growing /Neutral /DecliningActivity?AppropriateAccount toTarget YourIndustryAudience?SAP ContactFacebookAccountRegistries• [Name of channel(s)here][Yes / No] [Growing,Neutral orDeclining][Yes / No] [Name here]LinkedIn GroupRegistriesTwitter AccountRegistriesYouTube ChannelRegistry
  • 13. © 2012 SAP AG. All rights reserved. 13Blogging1. Write Blog / postcontent on SAPCommunityNetwork (SCN)2. Syndicate the URLfrom SAP SCN onFacebook or Twitteror xyz3. Redirectaudience to SCNfor detailsBlogging Sequence
  • 14. © 2012 SAP AG. All rights reserved. 14 ActionChecklist:Recommended courses from SAP Social Media Audience Marketing team – in this order Social Media Guidelines & Governance (Recorded Webinar – 26 minutes)This session covers guidelines and standards on how to manage the brand presence in social media , manageour risk, and how to improve the online experience of our audience Social Media Participation Guidelines (PDF of Guidelines – 4 pages)These guidelines govern personal and business participation in all social media channels. They help younavigate the channel mix, safely participate through focused and ongoing audience engagement Social Media 101: The Basics (Recorded Webinar – 1 hour)Understand social channels and tactics and how social channels are used in marketing and increase proficiencyin using social media for marketing purposes Social Media 102: Soc. Med & B2B Companies (Recorded Webinar) – 1 hour)Identify opportunities for enhancing campaign executions and results using B2B case studies Social Media Playbook: Objectives (Playbook – 12 pages)This playbook is designed to help you identify your objectives and get started in planning your integrated socialmedia efforts for your business area Social Media 103: Social Media in Programs & Campaigns (Recorded Webinar – 1 hour)Apply social media tactics within the planning process; identify, execute, monitor and measure for programs andcampaigns.Step #2:LearnStep #1:Assess
  • 15. © 2012 SAP AG. All rights reserved. 15 ActionChecklist: Familiarize yourself with existing social media channels – spanning industry, LOB or otherwise as bestpractices / illustrative example to follow.http://www.bothsidesofthetable.com/ http://enterpriseirregulars.com http://www.zdnet.com/blog/howlett/ http://www.pretzellogic.org/ http://blogs.gartner.com http://blogs.forrester.com/ http://marksmith.ventanaresearch.comStep #2:LearnStep #1:Assess
  • 16. © 2012 SAP AG. All rights reserved. 16 ActionChecklist: Access your centrally created, industry-specific initial “v1” draft social media strategy and execution planpresentation on shared drive folder: Step 1 - Initial Industry Drafts Using this initial draft, develop your industry-specific social media strategy and execution plan followingPOST (People, Objective, Strategy, Technology) and Crawl-Walk-Run methodologies – see followingslides for POST examples, Crawl-Walk-Run explanation, and Best Practices examples from WholesaleDistribution industry.Use template slide “POST Methodology for [Your Industry Name Here]” Identify content from current sources, including Industry Briefing Books, Positioning Central, Spotlight,Thought Leadership, current industry news and similar sources for your messaging and ideas.Use template slide “Central Content Drives Blogs Strategy” Create an “editorial” calendar of planned topics over next ~ 6 months, including content author sources(and identify social media channels if known or planned – if not, leave blank)Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”Step #2:LearnStep #1:AssessStep #3:Develop
  • 17. © 2012 SAP AG. All rights reserved. 17POST MethodologyPeople – Who?:o Target audience: executives, managers ofLoBs (IT, Finance and Supply Chain) atwholesale distribution companies, industrythought leaders, industry publication editors,and key members of our partner communityo Geography: primarily US, andopportunistically in some of our keycountrieso Customer type: Installed base primarilyObjectives - What?:o Objectives:o Humanize our brand by engaging in peopleto people marketing - driving higherawareness and thought leadershipo Discover social media best practices andindustry trendso Keep abreast with the pulse of what‟shappening in the market place; establishcredibility and drive audience to WSD andSAP events and campaignso Leverage WSD specific bloggers andtweeters as content contributors andevangelists at key eventso KPI’s:o Improve Google SEO ranking for WholesaleDistribution: from #8 to top 6o Improve Klout score from current score of 21
  • 18. © 2012 SAP AG. All rights reserved. 18Strategy – How?:o WSD team would like to build long termsustained relationships with our targetaudience by:• Listening• Providing pertinent and regular updates• Engaging them in a dialogTechnologies – Where?:o Leverage the following social media toolsto engage our audience:o Twittero Facebooko Blogs on SAP.com, Forbeso YouTubePOST Methodology
  • 19. © 2012 SAP AG. All rights reserved. 19POST Methodology for [Your Industry Name Here]People – Who?:o Target audience:o Geography:o Customer type:Objectives - What?:o Objectives:o KPI’s:Template
  • 20. © 2012 SAP AG. All rights reserved. 20Strategy – How?: Technologies – Where?:POST Methodology [Your Industry Name Here]Template
  • 21. © 2012 SAP AG. All rights reserved. 21TargetCrawlEngageWalkQualifyRun Establish a dialogue – securefollowers Communicate frequently –quality over quantity Understand what resonates -adapt as needed Promptly respond to queriesand comments Thank your audience for theirresponses Drive the conversationbeyond Social Media – pointthem to SAP events Meet your target audience atonline/offline events Recruit key influencers asevangelists and spokespeoplefor SAP Qualify leads for the SAPMarketing and Sales Pipeline Get buy-in & support fromstakeholders Form core content team Target your audience with theright toolset: Twitter Face book Blog YouTube, LinkedIn etc. Deliver compelling messagesthat resonate Learn from industry leadersCrawl, Walk, Run Methodology
  • 22. © 2012 SAP AG. All rights reserved. 22 ActionChecklist: For net new social media channels, submit an “Branded Account Submission Request Form” from tablabeled “Account Requests” Ensure your social media channel(s) (net new or existing) is registered with Account Registries Create your social media channel(s) – which are dependent upon your strategy and unique industrycondition. Likely channels are SCN (SAP Community Network), Facebook, Twitter, and LinkedIn. Otherways to “blog” are via SAP Newsroom. Whichever you choose, use official SAP logos and follow guidelinesfrom “Account Set-Up” tab from this site: Measure your starting / baseline Klout score and number of followers. Use these metrics to assess uplift andimprovement over time.Use template slide “Klout Score & # of Followers for [Your Industry Name Here]”Step #2:LearnStep #1:AssessStep #3:DevelopStep #4:Execute
  • 23. © 2012 SAP AG. All rights reserved. 23 ActionChecklist: Leverage content from current SAP sources, including Industry Briefing Books, Positioning Central,Spotlight, Thought Leadership, current industry news and similar sources for your messaging and ideas.Use template slide “Central Content Drives Blogs Strategy”” Complete your “editorial” calendar of planned topics over next ~ 6 months, including content author sources.Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]” On recurring basis, contribute content yourself, and from your Industry Community / Content Providers, viaBlog entry on sap.com, and amplify your content via external social media channels. Add your social media channel URL links to your email signature blockStep #2:LearnStep #1:AssessStep #3:DevelopStep #4:Execute
  • 24. © 2012 SAP AG. All rights reserved. 24Central Content Drives Blogs StrategyWholesale DistributionMessagesLoB SAP Solutions & Portfolio Supporting WholesaleDistribution MessagesAchieve financialefficiency and rapidvendor cost recoveryCFO1. Visibility into financial performance across the company2. Chargeback, Rebate, Incentive management3. Profitability and cost managementGrow sales volume andprofitabilityVP Sales1. Customer segmentation, cost-to-serve analysis, pricing optimization2. Mobility3. Order to cash cycle4. Customer serviceDrive operationalexcellenceVP SupplyChain1. Operational visibility to react quickly to changes2. Control cost of operations3. Provide fulfillment predictability and consistency4. Integrated warehouse and logistics management including routeoptimization
  • 25. © 2012 SAP AG. All rights reserved. 25TemplateOriginal Content Drives Blogs Strategy[Your Three Industry Messages fromPositioning Central Here, and KeyMessaging from Industry Briefing Book /Spotlight / Thought Leadership + OtherSources][List / MapYourMessages toLoBs]Solutions & Portfolio Supporting [Your IndustryName Here]
  • 26. © 2012 SAP AG. All rights reserved. 26Syndicated ContentTemplateTopic Owner Date Confirmed ChannelsMobility @SAPMobileIn Memory @SAPinmemoryCloudAnalyticsCRM @SAPCRMFinancialsBusiness ByDesign @SAPbydesign…Etc.
  • 27. © 2012 SAP AG. All rights reserved. 27Klout Score for Wholesale DistributionThe Klout Score is the measurement of your overallonline influence. The scores range from 1 to 100with higher scores representing a wider andstronger sphere of influence. Klout uses over 35variables on Facebook and Twitter to measure TrueReach, Amplification Probability, and NetworkScore.
  • 28. © 2012 SAP AG. All rights reserved. 28Klout Score and # of Followers for [Your Industry NameHere] Template[Your Industry NameHere]Klout Score # of Followers # of Connections Etc.Baseline [Insert DateHere]Q3 2012Q4 2012Q1 2013Q2 2013Q3 2013Q4 2013Q1 2014Q2 2014Q3 2014Q4 2014…
  • 29. © 2012 SAP AG. All rights reserved. 292012 Blog / Editorial Schedule for WholesaleBlog topic Author When Channel• Know your cost to serve x March Facebook• Expedite ChargebackManagementx Feb Twitter• Warehouse Management x March LinkedIn• Cloud computing andSuccessFactorsx April Facebook• Professional BusinessNetworkx March SAP Community Network• View of Wholesaling in LatAmx April Twitter• HR/WSD specific onSuccessFactorsx May Facebook
  • 30. © 2012 SAP AG. All rights reserved. 302012 Blog / Editorial Calendar for [Your Industry NameHere] TemplateTopic Author Date ChannelSCN > xyz > abcSCN >…
  • 31. © 2012 SAP AG. All rights reserved. 31 ActionChecklist: Measure and report uplift and progress of Klout score and number of followers toyour stakeholders and sector leads on quarterly basisUse template slide “Klout Score and # of Followersfor [Your Industry Name Here]” Move up the Crawl, Walk, Run maturity curveStep #2:LearnStep #1:AssessStep #3:DevelopStep #4:ExecuteStep #5:Measure