Deloitte CrowdIn – Social Media Strategy& DeliveryHarnessing business opportunities presented by social mediaDeloitte Consulting – WebstrategyJune 2009

Deloitte’s point of view: Companies typically adopt social media for three major benefits or themes22009 CrowdIn – Social Media Strategy & DeliveryEnhance customer andpartner relationshipsIncrease (Shareholder) Value1Increase employee productivityand operational efficiencies2Foster creativity, innovation,and collaboration3

3CrowdIn - Social Media Strategy & Delivery, Approach and DeliverablesSocial Media StrategySocial Media DeliveryAudience InsightsImplementation PlanExecuteObjectives & GoalsManage & GrowDetermine characteristics and social media use of target audienceDevelop a roadmap and business case for embedding Social MediaRealize Social Media project(s) and execute the planDetermine contributions of social media to organizational goalsManage the Social Media initiative and develop a growth strategyDevelop segmentation / characteristics of target audience (Persona development)Research target audience use of social mediaAssess current social media activities of organizationAssess overallbusiness goals to determine social media objectives (Opex, CI, PL)Create awareness and understanding of Social Media and it’s opportunities and challengesAssess strategic alignment with goals of Social Media (Listening, Talking, Energizing, Supporting, Embracing)Determine existing (social) media activitiesDevelop possible scenario’s for social media use (build, join or ignore?)Develop a business case of social media projects including risks, goals, and metricsValue Effort PrioritizationDevelop a roadmapMonitor and measure social media activity Analyze and learn from success of the initiativePerform Community Management & Coaching of client with successful use of social media initiativeClose down project and launch next social media initiativeDetermine functional requirements of social media projectDevelop interaction and graphic designVendor tool selectionBuild or configure toolIdentify and gather relevant contentImplement organizational structure to manage social media projectBuild awareness and train organizationTest and deliver project2009 CrowdIn – Social Media Strategy & Delivery

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 & Roadmap4Footer

STRATEGY 1: Translate business goals into a social media strategy5Objectives & GoalsExample implementation planOperational Excellence – SupportingObjectiveSupport people/employees to help each other on their working processesSupport self-service onlineScope and ScaleCasesDell support forumOrganizePeopleProcessTechnologySupport forumQ&A as cost reductionWiki manual of a productSocial bookmarkingGrowth modelThe Social Media strategy (growth model) encompasses a) Best Practices and b) Implementation Plans (people, process, technology), and is supported with our Wiki-tool2009 CrowdIn – Social Media Strategy & Delivery

Support people/employees to help each other on their working processes

Support self-service online

Dell support forum

Support forum

Q&A as cost reduction

Wiki manual of a product

Social bookmarking

6STRATEGY 2: Develop audience Insights with Persona’sAudience InsightsPersona’scanbeused to:Visualise target audienceIn briefings & preparationsUnderstandAudienceneedsDifferent persona’s have different needsMapNeeds to Design/ Functionalities /…RelativescoringPrioritize2009 CrowdIn – Social Media Strategy & Delivery

In briefings & preparations

Different persona’s have different needs

Relativescoring

Prioritize

7Implementation PlanSTRATEGY 3: Use Value Effort Prioritization to establish your RoadmapFunctionAssessmentValueEffortPrioritize& planBusinesss caseBusinesss caseBusinesss caseAudienceValueBusiness valueOrganiza-tionaleffort( FTE / €)Technicaleffort(FTE / €)2009 CrowdIn – Social Media Strategy & Delivery

Please contact usfor more informationConsultingLaan van Kronenburg 21183 AS AmstelveenPatrick BoonstraSenior Consultant WebstrategyTel + 31 20 454 7500 Mobile: +31 6 1234 4965pboonstra@deloitte.nl Member ofDeloitte Touche TohmatsuConsultingLaan van Kronenburg 21183 AS AmstelveenMartin KloosConsultant WebstrategyTel + 31 20 454 7500 Mobile: +31 6 2025 2468mkloos@deloitte.nl Member ofDeloitte Touche TohmatsuConsultingLaan van Kronenburg 21183 AS AmstelveenLucien van EckDirector WebstrategyTel + 31 20 454 7500 Mobile: +31 61 100 3986lvaneck@deloitte.nl Member ofDeloitte Touche TohmatsuConsultingLaan van Kronenburg 21183 AS AmstelveenLaurens van WonderenSenior Manager WebstrategyTel + 31 20 454 7500 Mobile: +31 65 585 3454lvanwonderen@deloitte.nl Member ofDeloitte Touche Tohmatsu82009 CrowdIn – Social Media Strategy & Delivery