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Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
Mastering Social Media Workshop 2: Social Media Strategy Development
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Mastering Social Media Workshop 2: Social Media Strategy Development

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Ppt slides for Workshop 2 'Mastering Social Media Programme' - Social Media Strategy Development

Ppt slides for Workshop 2 'Mastering Social Media Programme' - Social Media Strategy Development

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  • 1. Mastering Social Media Workshop 2 Social Media Strategy Development
    Dr. Jim Hamill
    Alan Stevenson
    Vincent Hamill
    www.energise2-0.com
    June, 2011
  • 2. Focus
    Key issues in developing,
    implementing and managing
    a successful social media strategy
  • 3. 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)?
  • 4. 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?
  • 5. 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?
  • 6. Agenda
    Quick recap of Workshop 1
    Social Media Strategy Development
    Action Plans for Successful Channel Development (W/shop 3)
    ‘Stop and Reflect’ Exercises
  • 7. Quick Recap on
    Workshop 1
  • 8. What is Social Media?
  • 9. 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
  • 10. Key Things to Remember
    about Social Media
  • 11. 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
     
  • 12. Performance Measurement
    • Involvement – network/community numbers/quality, time spent, frequency, geography
    • 13. Interaction – actions they take – read, post, comment, reviews, recommendations
    • 14. Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
    • 15. Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
    • 16. Insight – customer insight
    • 17. Impact– business impact
    Social Media Monitoring Tools –Audit, Assess, Impact
  • 18. The ‘6Is’ Approach
    13
  • 19. ‘Social Media Planning Pays’
    Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy
  • 20. Social Media
    Development Cycle
  • 21. SM Development Cycle
  • 22. Each Step is being covered in detail on our blog at
    www.energise2-0.com
  • 23. 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
  • 24. Develop Your Social Media Strategy and Action Plans for ‘Getting There’
  • 25. 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
  • 26. 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……
  • 27. 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
  • 28. Social Media Strategy Map
  • 29. A Practical Example
    Jacobite Cruises
  • 30. www.jacobitecruises.co.uk
  • 31. www.jacobiteblog.com
  • 32. 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’
  • 33. Objectives (Priority 1)
    • Increase sales, especially in off-peak periods (non-summer months and certain times during the day in peak periods)
    • 34. Build customer loyalty, repeat business, referrals and ‘advocacy’ (quality customer base, quality online network of high value, high growth potential customers, engage and energise)
    • 35. Improve marketing effectiveness/efficiency
    • 36. Achieve internal process efficiencies and cost savings
    • 37. Increase ROI and profitability
  • 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
  • 38. 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
  • 39. 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
  • 40. 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
  • 41. ‘Stop and Reflect’
    Exercises
  • 42. Exercise 1: Social Media Vision
    Agree a clear ‘vision/mission’ statement
    covering your future social media activities
  • 43. Exercise 2: Objectives, KPIs and Targets
    Using the template provided, document your Social Media Objectives, KPIs and Targets
    Focus on Priority 1 objectives only
  • 44. Exercise 3: CMSA
    Use the template provided, undertake a
    Customer Mapping and Segmentation Analysis
  • 45. 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
  • 46. Exercise 5: Organisation, People, Resources
    Use the template provided to agree organisational, people and resource issues critical to future social media success
  • 47. Organization, Resource and People Issues
  • 48. 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…..
  • 49. 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
  • 50. Thank You
    Questions
  • 51. Continue the discussion at
    www.energise2-0.com
  • 52. www.energise2-0.com

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