IMPLEMENTING SOCIAL MEDIAFOR BUSINESSAndrew Chow
ANDREW CHOW Founded Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002 Table For Six since 2008 Education Thames Valley University, UK Membership SACEOS member 2004 Business Awards STB Business Award – Most Innovative Marketing Initiative award 2007 Spirit of Enterprise 2008 Successful Entrepreneur 2010 Certification NLP Practitioner Certified Life Coach Forte PR Strategic Counsel, Implementation & Monitoring Social Networking / Social Media Strategy Brand Management Consultancy Personal Branding Professional Affiliation Approved NCSS Training Provider WDA ACTA-certified
SOCIAL MEDIA Social Networking Facebook - http://www.facebook.com/#!/AndrewChowKokWah Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sg Social Collaboration Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew Meet up - http://www.meetup.com/members/11966314/
QUICK RECAP OF“EXPLORING SOCIAL MEDIA FORBUSINESS”
The World has changed New Economy Thinking “GREEN” Global Citizenship Dependency on Technology Proliferation of media Choices
YOUR COMPANY HAS CHANGED Outsourcing of jobs Smaller budget More accountability Less fun More demanding customers Lower risk tolerance Everything is moving faster Small staff strength
THE CUSTOMER HAS CHANGED More online channel choices Comparison shopping Less spending power Increased mobile communications Searching for value More prone to others’ opinion Less trust in government campaign and business advertising Less loyalty More fear They talk to each other
SOCIAL MEDIA STRATEGY MAPTarget Audience(s)Objective(s)IntegrationCulture ChangeCapacityTools & TacticsMeasurementExperiment
1. TARGET AUDIENCE(S) Who do you want to reach with your new media efforts to meet your objective? What does your target audience know or believe about your organization? What key points do you want to make with your audience? What new media tools are they currently using?
2. OBJECTIVE(S) What do you want to do? Marketing Public Relations Customer Service Monitoring S.M.A.R.T Research Specific Branding Measurable New business Attainable New Customers Realistic Time-based
3. INTEGRATION How will your new media strategy support and enhance your existing Internet strategy (if you have one)? Website CRM Email Lead/Prospect SEO Google Analytics
4. CULTURE CHANGE How will you get your organization to embrace your new media strategy? (Training?) Can you think of any internal champions (CEO?) to drive it forward? How will you address any fears or concerns? (who decides what info to be on Social Media?) What is the rate of change your company can tolerate?
5. CAPACITY Who will implement your organization’s new media strategy? (not just IT or Marketing) How much time do you allocate per week to your strategy? Do you need any outside expertise to help implement your strategy? Will your content updates depend on any other resource or person?
6. TOOLS AND TACTICS What tactics and tools best support your objectives and match your targeted audience? What tactics and tools do you have the capacity to implement?
7. MEASUREMENT What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently?
8. EXPERIMENT What small piece can you implement first as a pilot run? Before After What did you plan to do? What actually happened What do you think would be How could your results have the been improved? Result? What did your audience think? What will you do differently in the next run?
SENIOR MANAGEMENT SUPPORT interested in leveraging Social Media as a new marketing channel understands that Social Media is a long term priority prepared to contribute to social media content development interested in taking the feedback from customer views and other data to make changes in the organization willing to provide the resources necessary in order to get the social media program off the ground
SOCIAL MEDIA KNOWLEDGE which social media channels are available and which are the best fit for our organization solid understanding of how our employees and executives are currently using Social Media read industry-based reports and benchmarking studies on Social Media attended conferences and networked with colleagues to gain a better understanding of how they plan on implementation joined Social Media peer groups to learn more about how we can leverage Social Media subscribe to Mashable or other Social Media educational sites
CUSTOMER ENGAGEMENT Dedicated online community groups exist for our customer a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. Our subscriber list is growing among the various forms of Social Media currently being used regularly contribute to online discussions know if our audiences tone is positive, neutral, or negative on 3rd party sites Our audience (customers, prospects, etc) regularly make comments on our postings
COMPETITIVE INSIGHT audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social Media regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) monitor competitive social media changes and updates daily provide competitive positioning information to our product management group joined our competitors online community and networking groups
STAFF & RESOURCES defined roles and responsibilities for people in our organization who are involved with Social Media dedicated internal point person to manage our Social Media program consulted with Social Media experts to ensure our programs success an industry thought leader who contributes to our blog postings consulted with our IT department to get their input on technology selections developed and provided a training program to employees and contractors
PLAN & CHANNEL created and presented a social media channel map which highlights how we will use Social Media a defined strategy with clear objectives, targets, initiatives and measures analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first evaluated and selected technology solutions for implementing our Social Media program developed a project plan with timelines, deliverables and milestones communicated our Social Media plan to our employees
PROCESS DOCUMENTATION incorporated and integrated Social Media into our normal marketing mix developed a calendar for selecting topics and organizing Social Media communications defined the frequency for updating our Social Media channels regularly scheduled meeting to discuss our Social Media program
SOCIAL MEDIA READINESS ASSESSMENT Weighting different category means differently to different companies Total = 100% Assessment 5 – strongly agree 1 – strongly disagree Score Category = % of Weighting x Assessment Overall = Total of 8 categories
SME INFOCOMM RESOURCE CENTRESOCIAL MEDIA COMPETENCY ROADMAPSeminars, Training and Consultation Readiness General Assessment Seminars (2) SIRC Job Functions Industry Consultation (3) (3) (1)
SOCIAL MEDIA COMPETENCY ROADMAP General Basic Course : Exploring Social Media for Business Duration : 1 day Outline : Overview of Social Media Basic platforms Advanced platforms Current Application of Social Media
SOCIAL MEDIA COMPETENCY ROADMAP General Intermediate Course : Implementing Social Media for business Duration : 1 day Outline : Social Media Strategy Map Social Media Response Map Social Media Guidelines and Policy Social Media Risk Assessment
SOCIAL MEDIA COMPETENCY ROADMAP Industry Master Class: Social Media for B2B Business Duration : 1 day Outline : Defining Your B2B Social Media Strategy 16 best practices of corporate blogging for B2B 13 Corporate Marketing lessons
SOCIAL MEDIA COMPETENCY ROADMAP Industry Master Class: Social Media for Retail Business Food & Beverage, Retail, FMCG, Heartland Micro- business Duration : 1 day Outline : Case studies of Success Retailers on Social Media Loyalty programs through Facebook application Working alongside with “Groupon” systems Location-based marketing (Foursquare) Leveraging on customers’ social network Develop social network and mobile apps Managing conversational marketing Creating user-generated content
SOCIAL MEDIA COMPETENCY ROADMAP Industry Master Class: Social Media for Hospitality Industry Hotels, Attraction, Integrated resorts, Travel, MICE Duration : 1 day Outline : Create original customer story Harassing content from other online sources personalising corporate social media accounts Embracing the social media culture Integrate social media into online booking Conversion of positive feedback into guest blogging Develop social brand ambassadors through existing loyalty programs
SOCIAL MEDIA COMPETENCY ROADMAP Job Functions Master Class: Social Media Public Relations & Crisis Management Duration : 1 day Outline : Developing positive relationship with journalists on social media Master the art of creative pitching Using social media as an alternative to press release Overview of crisis management 10 Most commonly asked questions Establish the SOP by experience Nurturing of brand ambassadors for social media
SOCIAL MEDIA COMPETENCY ROADMAP Job Function Master Class: Branding & Customer Service via Social Media Duration : 1 day Outline : How social media help your brand audit Platforms and style of conversation to consolidate your position Brand communication : an organisation responsibility on social media Integrating customer service into social media marketing Customer Service Case Studies Best practices of online Customer Service The future of customer service on social media
SOCIAL MEDIA COMPETENCY ROADMAP Job Function Master Class: Managing Social Media impact for HR Professional Duration : 1 day Outline : Developing company usage policy Use Linkedin for recruitment Using Slideshare and proprofs for training and development Internal communication as a branding tool Crafting job description for social media role
UPCOMING COURSES 3 Oct : Exploring Social Media Strategy 12 Oct : Social Media for B2B 31 Oct : Implementing Social Media Strategy 1 Nov : Exploring Social Media Strategy 22 Nov : Implementing Social Media Strategy 28 Nov : Social Media for Retail
WHAT DO WE HAVE FOR YOUTODAY?Book : 88 Essential SecretsDVD : Master the Art of Managing the MediaPre Order : Social Media 247