0
How to develop
SOCIAL MEDIA
STRATEGY
SINGAPORE | February 2014Charlie Pownall | CPC & Associates Ltd
CPC&
Social media is a strategic imperative
© 2015 CPC & Associates Ltd. All rights reserved 2
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 3
Social media is not about…
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 4
Or about…
CPC&
Source: Social Media Examiner - 2013© 2015 CPC & Associates Ltd. All rights reserved 5
How social media is being used
CPC&
Source: McKinsey - 2012© 2015 CPC & Associates Ltd. All rights reserved 6
How social media can be used
CPC&
http://www.flickr.com/photos/zenbythebrush/© 2015 CPC & Associates Ltd. All rights reserved 7
Social changes behaviour
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 8
Impacts reputation
CPC&
http://thischarmingcharlie.tumblr.com/© 2015 CPC & Associates Ltd. All rights reserved 9
Means dialogue
CPC&
http://www.asmasociebty.org/© 2015 CPC & Associates Ltd. All rights reserved 10
Requires integration
CPC&
DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5
© 2015 CPC & Associates Ltd. All rights reserved 11
Social media strategy pr...
1.
DEFINE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 12
• Business challenge(s)
• Communications challenge(s)
© 2015 CPC & Associates Ltd. All rights reserved 13
DEFINE
CPC&
2.
LISTEN
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 14
• Reputation
• Share of voice
• Influencers
• Relationships
• Opportunities
• Threats
© 2015 CPC & Associates Ltd. All rig...
Source: Crimson Hexagon - 2012© 2015 CPC & Associates Ltd. All rights reserved 16
Understand reputation drivers
CPC&
STRATEGIC SOCIETAL TECHNOLOGICAL
OPERATIONAL BEHAVIOURAL
LEGAL/
REGULATORY
FINANCIAL
© 2015 CPC & Associates Ltd. All righ...
3.
PLAN
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 18
• Strategy
• Audiences
• Goals
• Metrics
• Content
• Channels
© 2015 CPC & Associates Ltd. All rights reserved 19
PLAN
CPC&
-MOTIVATION+
- INVOLVEMENT +
© 2015 CPC & Associates Ltd. All rights reserved 20
Strategy – Brand Sociability
CPC&
Business
• Sales
• Costs
• Loyalty
• Innovation
• Time to market
Communications
• Awareness
• Consideration
• Transaction
...
4.
ORGANISE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 22
• Governance
• Risk mitigation/management
• Crisis & issues communications
• Operating structure
• Capabilities
• Scalabil...
© 2015 CPC & Associates Ltd. All rights reserved 24
GOVERNANCE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 25
Issue escalation
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 26
Crisis communications
CPC&
Source: Altimeter - 2012© 2015 CPC & Associates Ltd. All rights reserved 27
Operating structure
CPC&
5.
PREPARE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 28
• Voice
• Messages
• Responses
• Content
• Channels
• Activation
© 2015 CPC & Associates Ltd. All rights reserved 29
PREPA...
© 2015 CPC & Associates Ltd. All rights reserved 30
Recap: Social media strategy process
CPC&
DEFINE
LISTEN
PLAN
ORGANISE
...
QUESTIONS?
COMMENTS?
© 2015 CPC & Associates Ltd. All rights reserved 31
CPC&
CONNECT WITH ME:
@cpownall
charliepownall.com
© 2015 CPC & Associates Ltd. All rights reserved charliepownall.com
CPC&
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How To Develop Social Media Strategy

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A 5-step process for developing an effective social media strategy that is aligned to business and communications goals

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  • Transcript of "How To Develop Social Media Strategy"

    1. 1. How to develop SOCIAL MEDIA STRATEGY SINGAPORE | February 2014Charlie Pownall | CPC & Associates Ltd CPC&
    2. 2. Social media is a strategic imperative © 2015 CPC & Associates Ltd. All rights reserved 2 CPC&
    3. 3. © 2015 CPC & Associates Ltd. All rights reserved 3 Social media is not about… CPC&
    4. 4. © 2015 CPC & Associates Ltd. All rights reserved 4 Or about… CPC&
    5. 5. Source: Social Media Examiner - 2013© 2015 CPC & Associates Ltd. All rights reserved 5 How social media is being used CPC&
    6. 6. Source: McKinsey - 2012© 2015 CPC & Associates Ltd. All rights reserved 6 How social media can be used CPC&
    7. 7. http://www.flickr.com/photos/zenbythebrush/© 2015 CPC & Associates Ltd. All rights reserved 7 Social changes behaviour CPC&
    8. 8. © 2015 CPC & Associates Ltd. All rights reserved 8 Impacts reputation CPC&
    9. 9. http://thischarmingcharlie.tumblr.com/© 2015 CPC & Associates Ltd. All rights reserved 9 Means dialogue CPC&
    10. 10. http://www.asmasociebty.org/© 2015 CPC & Associates Ltd. All rights reserved 10 Requires integration CPC&
    11. 11. DEFINE LISTEN PLAN ORGANISE PREPARE 1 2 3 4 5 © 2015 CPC & Associates Ltd. All rights reserved 11 Social media strategy process CPC&
    12. 12. 1. DEFINE CPC& © 2015 CPC & Associates Ltd. All rights reserved 12
    13. 13. • Business challenge(s) • Communications challenge(s) © 2015 CPC & Associates Ltd. All rights reserved 13 DEFINE CPC&
    14. 14. 2. LISTEN CPC& © 2015 CPC & Associates Ltd. All rights reserved 14
    15. 15. • Reputation • Share of voice • Influencers • Relationships • Opportunities • Threats © 2015 CPC & Associates Ltd. All rights reserved 15 LISTEN CPC&
    16. 16. Source: Crimson Hexagon - 2012© 2015 CPC & Associates Ltd. All rights reserved 16 Understand reputation drivers CPC&
    17. 17. STRATEGIC SOCIETAL TECHNOLOGICAL OPERATIONAL BEHAVIOURAL LEGAL/ REGULATORY FINANCIAL © 2015 CPC & Associates Ltd. All rights reserved 17 Reputation risks CPC&
    18. 18. 3. PLAN CPC& © 2015 CPC & Associates Ltd. All rights reserved 18
    19. 19. • Strategy • Audiences • Goals • Metrics • Content • Channels © 2015 CPC & Associates Ltd. All rights reserved 19 PLAN CPC&
    20. 20. -MOTIVATION+ - INVOLVEMENT + © 2015 CPC & Associates Ltd. All rights reserved 20 Strategy – Brand Sociability CPC&
    21. 21. Business • Sales • Costs • Loyalty • Innovation • Time to market Communications • Awareness • Consideration • Transaction • Loyalty • Reputation © 2015 CPC & Associates Ltd. All rights reserved 21 Objectives CPC&
    22. 22. 4. ORGANISE CPC& © 2015 CPC & Associates Ltd. All rights reserved 22
    23. 23. • Governance • Risk mitigation/management • Crisis & issues communications • Operating structure • Capabilities • Scalability © 2015 CPC & Associates Ltd. All rights reserved 23 ORGANISE CPC&
    24. 24. © 2015 CPC & Associates Ltd. All rights reserved 24 GOVERNANCE CPC&
    25. 25. © 2015 CPC & Associates Ltd. All rights reserved 25 Issue escalation CPC&
    26. 26. © 2015 CPC & Associates Ltd. All rights reserved 26 Crisis communications CPC&
    27. 27. Source: Altimeter - 2012© 2015 CPC & Associates Ltd. All rights reserved 27 Operating structure CPC&
    28. 28. 5. PREPARE CPC& © 2015 CPC & Associates Ltd. All rights reserved 28
    29. 29. • Voice • Messages • Responses • Content • Channels • Activation © 2015 CPC & Associates Ltd. All rights reserved 29 PREPARE CPC&
    30. 30. © 2015 CPC & Associates Ltd. All rights reserved 30 Recap: Social media strategy process CPC& DEFINE LISTEN PLAN ORGANISE PREPARE 1 2 3 4 5
    31. 31. QUESTIONS? COMMENTS? © 2015 CPC & Associates Ltd. All rights reserved 31 CPC&
    32. 32. CONNECT WITH ME: @cpownall charliepownall.com © 2015 CPC & Associates Ltd. All rights reserved charliepownall.com CPC&
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