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Social Media Program Framework +TemplateRuss LeFevre
Social Media Supports Transformation                               1. Simplify           Simplify our operating platform t...
Social Media Strategy Stakeholder Map                                                                         • Review the...
Use Centrally Created Industry Template to AccelerateYour Social Media StrategyLook for this label                   Templ...
Content                                      1. Social Media Overview                                      2. Social Media...
Example 1 - Wholesale Distribution IndustryDeveloped: Used “POST” and “Crawl-Walk-Run” methodologies.Led by Industry Marke...
Content                                      1. Social Media Overview                                      2. Social Media...
5-Step Approach         Step #1:                     Step #2:   Step #3:   Step #4:   Step #5:         Assess             ...
Step #1: Assess  Action             Evaluate your situation before creating your industry social media strategy Checklist...
Industry Community / Content Providers for [Your IndustryName Here]                                   TemplateIndustry    ...
Existing Branded Accounts for Wholesale Distribution   Wholesale                       Channel           Active Content + ...
Existing Branded Accounts for [Your Industry Name Here]                                                                   ...
Blogging Sequence                                                 1. Write Blog / post                                    ...
Step #1:                     Step #2: Assess                        Learn  Action                   Recommended courses f...
Step #1:                     Step #2: Assess                        Learn  Action                    Familiarize yoursel...
Step #1:                     Step #2:                 Step #3: Assess                        Learn                   Devel...
POST MethodologyPeople – Who?:                                Objectives - What?:o Target audience: executives, managers o...
POST MethodologyStrategy – How?:                                Technologies – Where?:o WSD team would like to build long ...
POST Methodology for [Your Industry Name Here]                                                            TemplatePeople –...
POST Methodology [Your Industry Name Here]                                                         TemplateStrategy – How?...
Crawl, Walk, Run MethodologyCrawl                                     Walk                                RunTarget       ...
Step #1:                     Step #2:              Step #3:               Step #4: Assess                        Learn    ...
Step #1:                     Step #2:               Step #3:               Step #4: Assess                        Learn   ...
Central Content Drives Blogs Strategy   Wholesale Distribution               LoB            SAP Solutions & Portfolio Supp...
Original Content Drives Blogs Strategy                                                                                    ...
Syndicated Content                                                                   Template Topic                       ...
Klout Score for Wholesale Distribution                                      The Klout Score is the measurement of your ove...
Klout Score and # of Followers for [Your Industry NameHere]                                          Template[Your Industr...
2012 Blog / Editorial Schedule for WholesaleBlog topic                            Author   When    Channel•    Know your c...
2012 Blog / Editorial Calendar for [Your Industry NameHere]                                           Template Topic      ...
Step #1:                     Step #2:           Step #3:          Step #4:          Step #5: Assess                       ...
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Social media program framework template slideshare

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A cookbook / how-to guide, for industry and product marketers, including framework, governance and template for developing a social media plans.

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  1. 1. Social Media Program Framework +TemplateRuss LeFevre
  2. 2. Social Media Supports Transformation 1. Simplify Simplify our operating platform to minimize inefficient spend Marketing and allow people to be more productive. 2. Humanize the Stretch and extend company brand to touch people by SAP Brand reaching new audiences, delivering tangible benefits, building trusted relationships, and inspiring advocacy. 3. Invest in Increase credibility and relevance of marketing in driving go-to- People market by developing enthusiastic marketers with the tools and knowledge to succeed 4. Develop Pull Shift mentality from helping the field sell to helping people Marketing buy, aligning with purchasing trends in the market and evolving the experience to allow people to interact when, where, and how they choose. 5. Tighten Links to Tighten our connections to both development and customer the Business operations, and run Marketing as a ROI driven business to better impact revenue and profitability.© 2011 SAP AG. All rights reserved. Internal 2
  3. 3. Social Media Strategy Stakeholder Map • Review the governance and operational guidance Steering Committee of the Project TeamGlobal Marketing •Portfolio Marketing • Contribute the perspective of the team youSocial Media Marketing •Positioning & Messaging representSolutions Management •Etc…. • Evangelize the strategy / plan • Provide content themselves „lead by example“ • Monitor and review project progress and results, suggest improvements / adjustments • Champion for additional resources & support if / as needed Project Team •Establish strategy, develop and disclose program Project Lead plan, coach teams, monitor / manage progress, Co-Lead enact process improvements, disclose results • Primary industry content provider and coordinator • Owner of social media strategy and execution Social Media Content Providers plan • Take appropriate actions against project status Strategy / Content • IBU Directors and results Leads • IBS Industry Leads • Evangelize social media channels • Industry Marketing •… Directors • Provide / contribute content to social media channels • Evangelize the strategy / plan© 2012 SAP AG. All rights reserved. 3
  4. 4. Use Centrally Created Industry Template to AccelerateYour Social Media StrategyLook for this label Template© 2012 SAP AG. All rights reserved. 4
  5. 5. Content 1. Social Media Overview 2. Social Media – Industry Example & Level of Effort 3. Step-by-Step Approach, Best Practices & Template 4. Community & Resources 5. Contacts & FAQ„s© 2012 SAP AG. All rights reserved. 5
  6. 6. Example 1 - Wholesale Distribution IndustryDeveloped: Used “POST” and “Crawl-Walk-Run” methodologies.Led by Industry Marketing with strong involvement from field andIBU teamsFunding: Zero marketing program funds used“Build” Level of Effort for Industry Marketing Lead: MediumChannels Leveraged – Blogs on SAP.com, Twitter, FacebookHighlights: 1 sales lead from our Blogs – “pull marketing” at its best! > 625 Facebook friends > 210 Twitter followers KLOUT score jumped from 21 in August, 2011, to 46 by end of February, 2012Links here: http://www.facebook.com/SAPWholesaleDistributionhttp://twitter.com/#!/SAP_WSD© 2012 SAP AG. All rights reserved. 6
  7. 7. Content 1. Social Media Overview 2. Social Media – Industry Examples & Level of Effort 3. Step-by-Step Approach, Best Practices & Template 4. Community & Resources 5. Contacts & FAQ„s© 2012 SAP AG. All rights reserved. 7
  8. 8. 5-Step Approach Step #1: Step #2: Step #3: Step #4: Step #5: Assess Learn Develop Execute Measure© 2012 SAP AG. All rights reserved. 8
  9. 9. Step #1: Assess  Action Evaluate your situation before creating your industry social media strategy Checklist:  Identify a list of industry colleagues who will serve as content providers and vetters. Use template slide “Industry Community / Content Providers For [Your Industry Name Here]”  Confirm you, and your Industry Community / Content Providers, have the capabilities and commitment to build and sustain content contributions via Blog entries on internal channels, and then amplify your Blog content in external social media channels time, not just for initial setup.  Determine if any existing social media channels for your industry already exist - whether they are viable or not, and if you can take an active role in their approach and content or not. Use template slide “Existing SAP Branded Accounts for [Your Industry Name Here]”  Consider industry-specific factors that will shape your social media strategy – does your industry activity participate in social media channels, are their restrictions or operating practices that limit or regulate their participation, are there preferred social media channels, etc.© 2012 SAP AG. All rights reserved. 9
  10. 10. Industry Community / Content Providers for [Your IndustryName Here] TemplateIndustry Industry Sol Confirmed Industry Confirmed [Other Confirmed [Other Confirmed /Marketing Lead Mgmt / IBU’s / Date Bus / Date Group / Date Group Date Solutions Name Name (IBS) Here] Here][Your name here] [Name here] [Indicate [Name [Indicate [Name [Indicate [Name [Indicate “yes” for here] “yes” for here] “yes” for here] “yes” for confirmed, confirmed, confirmed, confirmed, add date] add date] add date] add date]© 2012 SAP AG. All rights reserved. 10
  11. 11. Existing Branded Accounts for Wholesale Distribution Wholesale Channel Active Content + Growing, Appropriat SAP Distribution Registries Followers Neutral, e Account Contact Branded Declining to Target Accounts Activity? Industry Audience? Facebook Account • SAP Yes Growing Yes John Smith Registries Wholesale Distribution LinkedIn Group n/a - - - - Registries Twitter Account @SAP WSD Yes Growing Yes John Smith Registries YouTube Channel n/a - - - - Registry© 2012 SAP AG. All rights reserved. 11
  12. 12. Existing Branded Accounts for [Your Industry Name Here] Template[Your Industry Channel Active Growing / Appropriate SAP ContactName Here] Registries Content Neutral / Account toBranded and Declining Target YourAccounts Followers? Activity? Industry Audience?Facebook • [Name of channel(s) [Yes / No] [Growing, [Yes / No] [Name here]Account here] Neutral orRegistries Declining]LinkedIn GroupRegistriesTwitter AccountRegistriesYouTube ChannelRegistry© 2012 SAP AG. All rights reserved. 12
  13. 13. Blogging Sequence 1. Write Blog / post content on SAP Community Network (SCN) 3. Redirect audience to SCN Blogging for details 2. Syndicate the URL from SAP SCN on Facebook or Twitter or xyz© 2012 SAP AG. All rights reserved. 13
  14. 14. Step #1: Step #2: Assess Learn  Action Recommended courses from SAP Social Media Audience Marketing team – in this order Checklist:  Social Media Guidelines & Governance (Recorded Webinar – 26 minutes) This session covers guidelines and standards on how to manage the brand presence in social media , manage our risk, and how to improve the online experience of our audience  Social Media Participation Guidelines (PDF of Guidelines – 4 pages) These guidelines govern personal and business participation in all social media channels. They help you navigate the channel mix, safely participate through focused and ongoing audience engagement  Social Media 101: The Basics (Recorded Webinar – 1 hour) Understand social channels and tactics and how social channels are used in marketing and increase proficiency in using social media for marketing purposes  Social Media 102: Soc. Med & B2B Companies (Recorded Webinar) – 1 hour) Identify opportunities for enhancing campaign executions and results using B2B case studies  Social Media Playbook: Objectives (Playbook – 12 pages) This playbook is designed to help you identify your objectives and get started in planning your integrated social media efforts for your business area  Social Media 103: Social Media in Programs & Campaigns (Recorded Webinar – 1 hour) Apply social media tactics within the planning process; identify, execute, monitor and measure for programs and campaigns.© 2012 SAP AG. All rights reserved. 14
  15. 15. Step #1: Step #2: Assess Learn  Action  Familiarize yourself with existing social media channels – spanning industry, LOB or otherwise as best Checklist: practices / illustrative example to follow. http://www.bothsidesofthetable.com/  http://enterpriseirregulars.com  http://www.zdnet.com/blog/howlett/  http://www.pretzellogic.org/  http://blogs.gartner.com  http://blogs.forrester.com/  http://marksmith.ventanaresearch.com© 2012 SAP AG. All rights reserved. 15
  16. 16. Step #1: Step #2: Step #3: Assess Learn Develop  Action  Access your centrally created, industry-specific initial “v1” draft social media strategy and execution plan Checklist: presentation on shared drive folder: Step 1 - Initial Industry Drafts  Using this initial draft, develop your industry-specific social media strategy and execution plan following POST (People, Objective, Strategy, Technology) and Crawl-Walk-Run methodologies – see following slides for POST examples, Crawl-Walk-Run explanation, and Best Practices examples from Wholesale Distribution industry. Use template slide “POST Methodology for [Your Industry Name Here]”  Identify content from current sources, including Industry Briefing Books, Positioning Central, Spotlight, Thought Leadership, current industry news and similar sources for your messaging and ideas. Use template slide “Central Content Drives Blogs Strategy”  Create an “editorial” calendar of planned topics over next ~ 6 months, including content author sources (and identify social media channels if known or planned – if not, leave blank) Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”© 2012 SAP AG. All rights reserved. 16
  17. 17. POST MethodologyPeople – Who?: Objectives - What?:o Target audience: executives, managers of o Objectives: LoBs (IT, Finance and Supply Chain) at o Humanize our brand by engaging in people wholesale distribution companies, industry to people marketing - driving higher thought leaders, industry publication editors, awareness and thought leadership and key members of our partner community o Discover social media best practices ando Geography: primarily US, and industry trends opportunistically in some of our key o Keep abreast with the pulse of what‟s countries happening in the market place; establisho Customer type: Installed base primarily credibility and drive audience to WSD and SAP events and campaigns o Leverage WSD specific bloggers and tweeters as content contributors and evangelists at key events o KPI’s: o Improve Google SEO ranking for Wholesale Distribution: from #8 to top 6 o Improve Klout score from current score of 21© 2012 SAP AG. All rights reserved. 17
  18. 18. POST MethodologyStrategy – How?: Technologies – Where?:o WSD team would like to build long term o Leverage the following social media tools sustained relationships with our target to engage our audience: audience by: o Twitter • Listening o Facebook • Providing pertinent and regular updates o Blogs on SAP.com, Forbes • Engaging them in a dialog o YouTube© 2012 SAP AG. All rights reserved. 18
  19. 19. POST Methodology for [Your Industry Name Here] TemplatePeople – Who?: Objectives - What?:o Target audience: o Objectives:o Geography: o KPI’s:o Customer type:© 2012 SAP AG. All rights reserved. 19
  20. 20. POST Methodology [Your Industry Name Here] TemplateStrategy – How?: Technologies – Where?:© 2012 SAP AG. All rights reserved. 20
  21. 21. Crawl, Walk, Run MethodologyCrawl Walk RunTarget Engage Qualify Get buy-in & support from  Establish a dialogue – secure  Drive the conversation stakeholders followers beyond Social Media – point Form core content team them to SAP events Target your audience with the  Communicate frequently – right toolset: quality over quantity  Meet your target audience at  Twitter online/offline events  Face book  Understand what resonates -  Blog  YouTube, LinkedIn etc. adapt as needed  Recruit key influencers as evangelists and spokespeople Deliver compelling messages  Promptly respond to queries for SAP that resonate and comments  Qualify leads for the SAP Learn from industry leaders  Thank your audience for their Marketing and Sales Pipeline responses© 2012 SAP AG. All rights reserved. 21
  22. 22. Step #1: Step #2: Step #3: Step #4: Assess Learn Develop Execute Action  For net new social media channels, submit an “Branded Account Submission Request Form” from tabChecklist: labeled “Account Requests”  Ensure your social media channel(s) (net new or existing) is registered with Account Registries  Create your social media channel(s) – which are dependent upon your strategy and unique industry condition. Likely channels are SCN (SAP Community Network), Facebook, Twitter, and LinkedIn. Other ways to “blog” are via SAP Newsroom. Whichever you choose, use official SAP logos and follow guidelines from “Account Set-Up” tab from this site:  Measure your starting / baseline Klout score and number of followers. Use these metrics to assess uplift and improvement over time. Use template slide “Klout Score & # of Followers for [Your Industry Name Here]”© 2012 SAP AG. All rights reserved. 22
  23. 23. Step #1: Step #2: Step #3: Step #4: Assess Learn Develop Execute Action  Leverage content from current SAP sources, including Industry Briefing Books, Positioning Central,Checklist: Spotlight, Thought Leadership, current industry news and similar sources for your messaging and ideas. Use template slide “Central Content Drives Blogs Strategy””  Complete your “editorial” calendar of planned topics over next ~ 6 months, including content author sources. Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”  On recurring basis, contribute content yourself, and from your Industry Community / Content Providers, via Blog entry on sap.com, and amplify your content via external social media channels.  Add your social media channel URL links to your email signature block© 2012 SAP AG. All rights reserved. 23
  24. 24. Central Content Drives Blogs Strategy Wholesale Distribution LoB SAP Solutions & Portfolio Supporting Wholesale Messages Distribution Messages Achieve financial 1. Visibility into financial performance across the company efficiency and rapid CFO 2. Chargeback, Rebate, Incentive management vendor cost recovery 3. Profitability and cost management 1. Customer segmentation, cost-to-serve analysis, pricing optimization Grow sales volume and 2. Mobility VP Sales 3. Order to cash cycle profitability 4. Customer service 1. Operational visibility to react quickly to changes Drive operational VP Supply 2. Control cost of operations 3. Provide fulfillment predictability and consistency excellence Chain 4. Integrated warehouse and logistics management including route optimization© 2012 SAP AG. All rights reserved. 24
  25. 25. Original Content Drives Blogs Strategy Template[Your Three Industry Messages from [List / Map Solutions & Portfolio Supporting [Your IndustryPositioning Central Here, and Key Your Name Here]Messaging from Industry Briefing Book / Messages toSpotlight / Thought Leadership + Other LoBs]Sources]© 2012 SAP AG. All rights reserved. 25
  26. 26. Syndicated Content Template Topic Owner Date Confirmed Channels Mobility @SAPMobile In Memory @SAPinmemory Cloud Analytics CRM @SAPCRM Financials Business ByDesign @SAPbydesign …Etc.© 2012 SAP AG. All rights reserved. 26
  27. 27. Klout Score for Wholesale Distribution The Klout Score is the measurement of your overall online influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.© 2012 SAP AG. All rights reserved. 27
  28. 28. Klout Score and # of Followers for [Your Industry NameHere] Template[Your Industry Name Klout Score # of Followers # of Connections Etc.Here]Baseline [Insert DateHere]Q3 2012Q4 2012Q1 2013Q2 2013Q3 2013Q4 2013Q1 2014Q2 2014Q3 2014Q4 2014…© 2012 SAP AG. All rights reserved. 28
  29. 29. 2012 Blog / Editorial Schedule for WholesaleBlog topic Author When Channel• Know your cost to serve x March Facebook• Expedite Chargeback x Feb Twitter Management• Warehouse Management x March LinkedIn• Cloud computing and x April Facebook SuccessFactors• Professional Business x March SAP Community Network Network• View of Wholesaling in Lat x April Twitter Am• HR/WSD specific on x May Facebook SuccessFactors© 2012 SAP AG. All rights reserved. 29
  30. 30. 2012 Blog / Editorial Calendar for [Your Industry NameHere] Template Topic Author Date Channel SCN > xyz > abc SCN > …© 2012 SAP AG. All rights reserved. 30
  31. 31. Step #1: Step #2: Step #3: Step #4: Step #5: Assess Learn Develop Execute Measure  Action  Measure and report uplift and progress of Klout score and number of followers to Checklist: your stakeholders and sector leads on quarterly basis Use template slide “Klout Score and # of Followers for [Your Industry Name Here]”  Move up the Crawl, Walk, Run maturity curve© 2012 SAP AG. All rights reserved. 31
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