Insightr - 10 Rules For Social Media Strategy

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A guide to effectively using and measuring social media in your business to drive results.

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Insightr - 10 Rules For Social Media Strategy

  1. 1. A guide to effectively using and measuring social media in your business to drive results.<br />v1.December 2009<br />10 Steps to a Social Media Strategy<br />
  2. 2. Making Social Media Strategic<br />Marketing Sherpa report three stages of Social Media maturity:<br />Phase I: Trial - no process is used and social platforms are implemented first.<br />Phase II: Transition - an informal process is used and performed randomly.<br />Phase III: Strategic - a formal process is used and performed routinely.<br />This document is intended to define a formal process (Phase III) for you to adapt and modify for your business.<br />DATEDecember 09<br />PAGE 2<br />
  3. 3. Social media isn’t media<br />DATEDecember 09<br />PAGE 3<br />
  4. 4. So what is social media then?<br />DATEDecember 09<br />PAGE 4<br />…many things to many people<br />
  5. 5. Social Media Platforms<br />DATEDecember 09<br />PAGE 5<br />…ever increasing number of channels<br />
  6. 6. Customers interact with Social Media in different ways<br />DATEDecember 09<br />PAGE 6<br />1<br />2<br />3<br />Observe<br />Response<br />Interaction<br />4<br />5<br />6<br />Participation<br />Discussion<br />Advocacy<br />Research your customers thoroughly to identify opportunities<br />
  7. 7. 10 guiding strategic principles<br />DATEDecember 09<br />PAGE 7<br />
  8. 8. Ten Steps for Effective Social Media Strategy<br />Observe and listen to your customers<br />Create your single minded objective<br />Analyse competitors & document their approaches<br />Identify SMART goals for your objective<br />Analyse channels and their relevance to your goals<br />Determine strategies for your goals<br />Create tactics that roll up into your goals<br />Phase rollout and observe carefully<br />Measure performance against your goals<br />Revise strategies based on goal results<br />DATEDecember 09<br />PAGE 8<br />1<br />2<br />3<br />4<br />5<br />6<br />7<br />8<br />9<br />10<br />
  9. 9. Observe and listen to your customers<br />Use search engines (Google Blog Search, Twitter Search) for customer conversations <br />Save results as RSS feeds that can be added to an iGoogle dashboard<br />Remember that your customers can talk within the brand (eg ratings on a site) or on a platform (egFacebook etc) or outside of brand control (eg Forums etc)<br />Avoid the temptation to join into the conversations without a defined customer strategy. This may cause more harm than good. <br />DATEDecember 09<br />PAGE 9<br />1<br />
  10. 10. Create your single minded objective<br />What is it you are trying to achieve? Consider specific customer or business objectives such as:<br />Improve customer service<br />Increase brand awareness<br />Generate more leads<br />Gather insights for product development<br />Share real-time news and updates with customers<br />Distribute offers and promotions<br />Increase share of customer attention<br />DATEDecember 09<br />PAGE 10<br />2<br />Avoid the temptation to create an unmeasurableobjective to “do it because everyone else is doing it” <br />
  11. 11. Analyse competitors & document their approaches<br />Observe what your competitors have been doing, document their tactics and conversational approaches to the community.<br />You know who your competitors are, so use simple techniques such as observing Facebook / Myspace pages to view from a distance.<br />Think 360°, so don’t just look at Twitter and Facebook– consider how their in-store or call-centre customer service approaches are replicated or enhanced in the channel.<br />Try to look at the experience your competitors are creating through positives (what is working really well) and negatives (what mistakes are being made)<br />Review their websites and look for links to their community projects, sign up for emails and review their direct mail.Identify gaps in your competitors tactics <br />DATEDecember 09<br />PAGE 11<br />3<br />
  12. 12. Identify SMART goals for your objective<br />Creating highly focused goals for your social media efforts will enhance your strategic positioning.<br />The SMART process provides a rational framework from which attainable, measurable strategies can be developed.<br />DATEDecember 09<br />PAGE 12<br />4<br />
  13. 13. Analyse channels and their relevance to your goals<br />5<br />Read up on the multiple free research sources to understand the technology, capabilities and penetration of social channels.<br />Use techniques like SWOT analysis to rationally review channel relevancy. <br />Develop scoring models (features, points and weighting) to appraise audience relevancy<br />DATEDecember 09<br />PAGE 13<br />
  14. 14. Determine strategies for your goals<br />DATEDecember 09<br />PAGE 14<br />6<br />Your strategy needs tooutline the framework that defines how to get to this goal. It does not show steps or process<br />Strategy Launch Twitter account and make our business visible within the Twitter platform<br />
  15. 15. Create tactics that roll up into your goals<br />Use your rational goals to determine tactics that will achieve them<br />Start thinking about the channel approaches against the goals<br />Real-time think Twitter<br />Sales Conversion think Bazaarvoice<br />Community think Blogs, Forums and Facebook<br />Training and Education think Slideshare, Youtube<br />Customer Service think Getsatisfaction, Wikis, Live Chat, Forums<br />Consider your customers, are they already using these channels?<br />Do you need to raise awareness through more traditional media, eg call centre scripts, direct mail?<br />Are you the centre of the message, or are you lettting your customers own the conversations?<br />DATEDecember 09<br />PAGE 15<br />7<br />
  16. 16. Example: Sample tactical plan<br />DATEDecember 09<br />PAGE 16<br />Tactics<br />
  17. 17. Example Framework: Metrics from your Tactics<br />DATEDecember 09<br />PAGE 17<br />Tactics<br />Metrics<br />FAQ Usage Rate<br />Enhance FAQ’s and KB<br />Strategies<br />Twitter Link Usage<br />Business Objectives<br />Account Followers<br />Launch Account<br />Advertise Twitter Account<br />Sell more products<br />Business Objective<br />ShareThis Usage<br />Customer Service on Twitter<br />Sentiment Analysis<br />Establish Response Process<br />Customer Service<br />@ Response Rate<br />Strategy #2<br />@ Completion Rate<br />Setup Listening Posts<br />Convert leads<br />Retweet Rate<br />
  18. 18. Phase rollout and observe carefully<br />DATEDecember 09<br />PAGE 18<br />8<br />Develop a project plan that embraces all the steps to get to launch, and plan resources required to deploy. <br />Expect projects to take longer than planned and add buffer time to deal with technical difficulties and community feedback.<br />
  19. 19. Measure performance against your goals<br />Create a hierarchical measurement plan that rolls up tactic performance into goal results that drive objectives achievement<br />With social media you’ll need to rely on a wider range of tools than website measurement, so consider how different data will be presented and analysed.<br />Read this article on measurement planning for more information on planning best practice.<br />DATEDecember 09<br />PAGE 19<br />9<br />
  20. 20. Revise strategies based on goal results<br />If your results aren’t making you as happy as our marketer here then course corrections may be needed.<br />Consider changing things like:<br />Acquisition strategies<br />Tone / Language used<br />Types of messages shared<br />Response to feedback tactics<br />Types of channels used<br />Consider revising your targets, were you too aggressive with your goals? Revisit the SMART process.<br />DATEDecember 09<br />PAGE 20<br />10<br />
  21. 21. Thank you<br />DATEDecember 09<br />PAGE 21<br />
  22. 22. DATEDecember 09<br />PAGE 22<br />For more information:<br />talk@insightr.comhttp://insightr.comhttp://twitter.com/insightr<br />

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