Mastering Social Media Workshop 2 Social Media Strategy Development Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com June, 2011
Focus Key issues in developing, implementing and managing a successful social media strategy
Key Questions to Address What is the overall social media vision for your organisation? What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives? Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them? What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?
Key Questions to Address For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets? Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place? Has agreement been reached on resource allocation? Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities?
Key Questions to Address Who is the Social Media Champion? Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
Agenda Quick recap of Workshop 1 Social Media Strategy Development Action Plans for Successful Channel Development (W/shop 3) ‘Stop and Reflect’ Exercises
Web 2.0/Social Media Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Business Impact Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
Key Things to Remember It’s social Power shift Declining effectiveness of traditional approaches Pull v push New ‘mindsets’ are required SM ‘winners’ and ‘losers’ New performance measures Social media monitoring tools The need for new business/marketing models
Each Step is being covered in detail on our blog at www.energise2-0.com
Five Key Areas External Analysis: Evaluate Your Social Media Landscape Internal Analysis: Evaluate Your ‘Readiness to Engage’ Develop Your Social Media Strategy and Action Plans for ‘Getting There’ Evaluate Your Social Media Performance and ROI Organization, People and Resource Issues
Develop Your Social Media Strategy and Action Plans for ‘Getting There’
Use a Simplified Balanced Scorecard Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders
Social Media Balanced Scorecard Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation The steps involved can be captured in a Social Media Strategy Map Five key questions to address……
Social Media Balanced Scorecard What is the overall social media vision for your organization? What are the key objectives and targets to be achieved? Who are your customers? Key Actions and Initiatives Organisation, Resource and People Issues
Social Media Vision Building on existing progress, to leverage the full potential of social media for supporting sustained business growth through establishing a strong online network of high value, high growth potential customers (repeats and referrals) who become ‘brand advocates’ for Jacobite Cruises – ‘engage and energise’
Objectives (Priority 2 and 3) Priority 2 Reputation/brand management Channel for customer feedback/comments New product development/co-creation Improve the online customer experience and the customer journey Priority 3 Objectives Improved customer/market knowledge and insight
KPIs and Targets Agreed at 3 main levels: Individual Channel Performance – each social media channel provides relevant stats e.g. Facebook Insights, Klout for Twitter Overall Buzz – measured using Social Media Monitoring Tools Business Impact – measured using a ‘hybrid’ approach Relate to the ‘6Is’ Model
Customer Segmentation Priority 1 Customers Independent travellers /’walk-up’ customers Day Trippers Tour operators (mainly German, Spanish) Overseas students (Chinese and others) studying in the UK B&B / Accommodation providers
Key Social Media Actions & Initiatives Web site Develop a new Jacobite Blog Further development of existing ‘proprietary’ social media channels i.e. facebook, twitter, linkedinetc Proactive participation in ‘external’ forums/groups Medium to longer term- Podcasts/vodcasts; Apps; Location based services; Groupon The use of Web 2.0/Social Media to improve internal process efficiency (cost savings) Also – more recently – a social media viral campaign focused on overseas students in the UK
Exercise 1: Social Media Vision Agree a clear ‘vision/mission’ statement covering your future social media activities
Exercise 2: Objectives, KPIs and Targets Using the template provided, document your Social Media Objectives, KPIs and Targets Focus on Priority 1 objectives only
Exercise 3: CMSA Use the template provided, undertake a Customer Mapping and Segmentation Analysis
Exercise 4: Social Media Priorities Agree the main social media actions and initiatives you need to take to achieve agreed strategic objectives (Exercise 2), taking into account priority customer groups (Exercise 3) For each action/initiative, state clearly the overall objective to be achieved, KPIs and targets Ensure that the key actions and initiatives you have agreed are fully aligned with and supportive of your agreed objectives and customer groups
Exercise 5: Organisation, People, Resources Use the template provided to agree organisational, people and resource issues critical to future social media success
Organization, Resource and People Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below ….. Your ‘Social Media Strategy Document’ should contain a section that covers the following issues…..
Organization, Resource and People Roles, responsibilities and resources In-source roles and responsibilities Out-source roles and responsibilities Role of the Social Media champion Social media decision-making and control structures Resource plans Organizational culture and ‘mindset’ Policies and guidelines Social Media Proper Use Policy Social Media Content Guidelines Social Media Channel Guidelines Customer Response Policy and Guidelines Employee Response Policy and Guidelines Legal aspects to the above