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How To Develop Social Media Strategy
 

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

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

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How To Develop Social Media Strategy How To Develop Social Media Strategy Presentation Transcript

  • How to develop SOCIAL MEDIA STRATEGY Charlie Pownall SINGAPORE | 24 February, 2014
  • Social media is a strategic imperative
  • Social media is not about …
  • Or about …
  • How social media is being used Source: Social Media Examiner - 2013
  • How social media can be used Source: McKinsey - 2012
  • Social changes behaviour http://www.flickr.com/photos/zenbythebrush/
  • Impacts reputation
  • Means dialogue http://thischarmingcharlie.tumblr.com/
  • Requires integration http://www.asmasociebty.org/
  • Social media strategy process 1 DEFINE 2 LISTEN 3 PLAN 4 ORGANISE 5 PREPARE
  • 1. DEFINE
  • DEFINE • Business challenge(s) • Communications challenge(s)
  • 2. LISTEN
  • LISTEN • • • • • • Reputation Share of voice Influencers Relationships Opportunities Threats
  • Understand reputation drivers Source: Crimson Hexagon - 2012
  • Reputation risks STRATEGIC SOCIETAL TECHNOLOGICAL OPERATIONAL BEHAVIOURAL LEGAL/ REGULATORY FINANCIAL
  • 3. PLAN
  • PLAN • • • • • • Strategy Audiences Goals Metrics Content Channels
  • - MOTIVATION + Strategy - Brand sociability - INVOLVEMENT +
  • Objectives Business Communications • • • • • • • • • • Sales Costs Loyalty Innovation Time to market Awareness Consideration Transaction Loyalty Reputation
  • 4. ORGANISE
  • ORGANISE • • • • • • Governance Risk mitigation/management Crisis & issues communications Operating structure Capabilities Scalability
  • Governance
  • Issues escalation
  • Crisis communications
  • Operating structure Source: Altimeter - 2012
  • 5. PREPARE
  • PREPARE • • • • • • Voice Messages Responses Content Channels Activation
  • Recap: Social media strategy process 1 DEFINE 2 LISTEN 3 PLAN 4 ORGANISE 5 PREPARE
  • QUESTIONS? COMMENTS? SUGGESTIONS?
  • CONNECT WITH ME: @cpownall charliepownall.com