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