Deloitte CrowdIn Social Media Strategy - June 09

Deloitte CrowdIn – Social Media Strategy& Delivery
Harnessing business opportunities presented by social media
Deloitte Consulting – Webstrategy
June 2009

Deloitte’s point of view: Companies typically adopt social media for three major benefits or themes
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2009 CrowdIn – Social Media Strategy & Delivery
Enhance customer andpartner relationships
Increase (Shareholder) Value
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Increase employee productivityand operational efficiencies
2
Foster creativity, innovation,and collaboration
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CrowdIn - Social Media Strategy & Delivery, Approach and Deliverables
Social Media Strategy
Social Media Delivery
Audience Insights
Implementation Plan
Execute
Objectives & Goals
Manage & Grow
Determine characteristics and social media use of target audience
Develop a roadmap and business case for embedding Social Media
Realize Social Media project(s) and execute the plan
Determine contributions of social media to organizational goals
Manage the Social Media initiative and develop a growth strategy
Develop segmentation / characteristics of target audience (Persona development)
Research target audience use of social media
Assess current social media activities of organization
Assess overallbusiness goals to determine social media objectives (Opex, CI, PL)
Create awareness and understanding of Social Media and it’s opportunities and challenges
Assess strategic alignment with goals of Social Media (Listening, Talking, Energizing, Supporting, Embracing)
Determine existing (social) media activities
Develop possible scenario’s for social media use (build, join or ignore?)
Develop a business case of social media projects including risks, goals, and metrics
Value Effort Prioritization
Develop a roadmap
Monitor and measure social media activity
Analyze and learn from success of the initiative
Perform Community Management & Coaching of client with successful use of social media initiative
Close down project and launch next social media initiative
Determine functional requirements of social media project
Develop interaction and graphic design
Vendor tool selection
Build or configure tool
Identify and gather relevant content
Implement organizational structure to manage social media project
Build awareness and train organization
Test and deliver project

Appendices- Business to Social Media StrategyFramework- Persona examples- ValueEffortPriotization Model & Roadmap
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Footer

STRATEGY 1: Translate business goals into a social media strategy
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Objectives & Goals
Example
implementation plan
Operational Excellence – Supporting
Objective
Support people/employees to help each other on their working processes
Support self-service online
Scope and Scale
Cases
Dell support forum
Organize
People
Process
Technology
Support forum
Q&A as cost reduction
Wiki manual of a product
Social bookmarking
Growth model
The Social Media strategy (growth model) encompasses a) Best Practices and b) Implementation Plans (people, process, technology), and is supported with our Wiki-tool

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STRATEGY 2: Develop audience Insights with Persona’s
Audience Insights
Persona’scanbeused to:
Visualise target audience
In briefings & preparations
UnderstandAudienceneeds
Different persona’s have different needs
MapNeeds to Design/ Functionalities /…
Relativescoring
Prioritize

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Implementation Plan
STRATEGY 3: Use Value Effort Prioritization to establish your Roadmap
FunctionAssessment
Value
Effort
Prioritize
& plan
Businesss case
Businesss case
Businesss case
AudienceValue
Business value
Organiza-tionaleffort
( FTE / €)
Technicaleffort
(FTE / €)

Please contact usfor more information
Consulting
Laan van Kronenburg 2
1183 AS Amstelveen
Patrick Boonstra
Senior Consultant Webstrategy
Tel + 31 20 454 7500
Mobile: +31 6 1234 4965
pboonstra@deloitte.nl
Member of
Deloitte Touche Tohmatsu
Consulting
1183 AS Amstelveen
Martin Kloos
Consultant Webstrategy
Tel + 31 20 454 7500
Mobile: +31 6 2025 2468
mkloos@deloitte.nl
Member of
Consulting
1183 AS Amstelveen
Lucien van Eck
Director Webstrategy
Tel + 31 20 454 7500
Mobile: +31 61 100 3986
lvaneck@deloitte.nl
Member of
Consulting
1183 AS Amstelveen
Laurens van Wonderen
Senior Manager Webstrategy
Tel + 31 20 454 7500
Mobile: +31 65 585 3454
lvanwonderen@deloitte.nl
Member of
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Deloitte CrowdIn Social Media Strategy - June 09

by Laurent Magloire

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Deloitte CrowdIn Social Media Strategy - June 09 Presentation Transcript