Creating a Social Media Plan

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Based largely on Groundswell, by Josh Bernoff and Charlene Li.

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  • Ongoing monitoring of your customers’ conversations with each other instead of occasional surveys and focus groups.
    ***
    2 ways to do this: private community, ongoing brand monitoring.
    Private communities are expensive...
    ***
    Check social technographics: if creators and critics are high - at least 15%, a listening strategy is effective; if these numbers are 30% - monitoring is imperative. Smaller than 15%, a private community may make more sense.
    ***
    Include who (and how) to interpret the information and what to do with it.

  • Decide as an organization *why* you are listening.
    If you’re listening in order to participate - make sure people are empowered to participate.
    If you’re listening to make better organizational decisions - find ways to share the information [strategy/tactics] and incorporate what you learn into the decision making process.
    No more being stupid.

  • marketers don’t dictate the path people take nor do they lead the dialogue. Once people are aware of your product, a new dynamic kicks in: people learning from each other.


  • What is energizing?? capitalizing on accidental spokespeople and developing/creating/supporting citizen marketers.

    Ratings and reviews (ebags)
    create a community to energize your customers
    participate in and energize online communities of your brand (LEGO)



  • Forums & wikis.
    When you have a lot of customers that need heavy support
  • Forums & wikis.
    When you have a lot of customers that need heavy support
  • Crowdsourcing: obama, starbucks, doritos...
  • Crowdsourcing: obama, starbucks, doritos...
  • with most of these... start small and figure out what works and then scale up. build with room to grow and scale up.

    “failing fast” - easy to do when you you start small... you can test it and move on. Once it grows, harder to do.
  • choose your technologies carefully.


  • Creating a Social Media Plan

    1. 1. Social Media Strategy Creating a plan.
    2. 2. Analysis of the Situation History/Background (company background as it relates to social media) Internal Factors (staff expertise, availability, willingness to participate, etc.) External Factors (pressures, support to participate, built in communities, industry trends, etc.) Communication Audit (what channels is the company currently using and to what degree of success?)
    3. 3. P.O.S.T. PROJECT PEOPLE * OBJECTIVES * STRATEGIES * TECHNOLOGIES
    4. 4. People Who are your audiences?
    5. 5. SOCIAL TECHNOGRAPHICS
    6. 6. LISTENING TALKING ENERGIZING SUPPORTING EMBRACING OBJECTIVES WHAT DO YOU WANT TO DO IN THE GROUNDSWELL?
    7. 7. Strategy: Listening What would a listening objective look like? What strategies are involved to meet this objective?
    8. 8. Strategy: Listening How do you predict and prepare for the changes that active listening will bring to your organization?
    9. 9. Strategy: Talking What would a talking objective look like? What strategies are involved to meet this objective?
    10. 10. THE MARKETING FUNNEL
    11. 11. THE MARKETING FUNNEL
    12. 12. Strategy: Talking More common: Video Social networks Blogging Creating community
    13. 13. Strategy: Talking * Technology: Blogging Start by listening Estimate ROI: how will the blog pay off and at what cost? Develop a plan: one author or several? one blog or many? Rehearse: write 5 or 10 before you go live Develop an editorial process: should be lightweight Design the blog & its connection to the site Develop a marketing plan so people can find the blog Blogging is more than writing Be honest
    14. 14. Strategy: Energizing What would an energizing objective look like? What strategies are involved to meet this objective?
    15. 15. Strategy: Energizing Figure out if you want to energize the groundswell. Check the social technographics What’s your customer’s problem? Pick a strategy that fits Stick around for the long haul
    16. 16. Strategy: Energizing Ratings & Reviews Community Building Community Joining/Supporting
    17. 17. Strategy: Supporting What would a supporting objective look like? What strategies are involved to meet this objective?
    18. 18. Strategy: Supporting Forums Wikis
    19. 19. Strategy: Embracing What would a embracing objective look like? What strategies are involved to meet this objective?
    20. 20. Strategy: Embracing Crowdsourcing Salesforce’s IdeaExchange MyStarbucks.com Change.gov Dell’s IdeaStorm
    21. 21. Room to Grow
    22. 22. TECHNOLOGIES
    23. 23. Timeline Include timelines for both short and long term objectives (shorter term = easier, longer term = ballpark)
    24. 24. Budget: Money & People Budget for both.

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