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The 7 Drivers of Social Media Management
 

The 7 Drivers of Social Media Management

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The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the ...

The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the seven necessary steps to successfully manage social media activities in a company or for a brand.

All pictures/graphs taken/created by the author, except where stated/sourced differently.

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    The 7 Drivers of Social Media Management The 7 Drivers of Social Media Management Presentation Transcript

    • 7 DRIVERS ofTheSOCIAL MEDIAMANAGEMENT ‘thinking beyond status updates and tweets’ Sebastiano Mereu @sebinomics
    • The 7 Drivers are:1) Context2) Objectives3) 3 Ps of Communication4) Content5) Resources6) Planning7) Monitoring
    • What isSocial Media...?
    • Many definitionsto choose from. ☜ ☜ ☜ ☜ ☜ ☜ ☜
    • ...IMHO, it is about this:
    • The 3 IMPERATIVES ofSOCIAL MEDIA
    • Telecommunication1st imperative
    • Interactive Dialogue2nd imperative
    • Democratization of Information3rd imperative
    • The 3 Imperatives of Social Media:1) Telecommunication2) Interactive Dialogue3) Democratization of Information
    • Driver 1CONTEXT
    • ft he o ? te xt ell n to t co t he an st ew ti w ha ryW to s
    • The INSIDE Analysis:THE COMPANY
    • The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1)
    • The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1) Who are we? 2)
    • The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1) Who are we? 2) What knowledge do we have in-house? 3)
    • The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1) Who are we? 2) What knowledge do we have in-house? 3) What content is already available or can be created in-house?
    • TheOUTSIDE Analysis:THE ENVIRONMENT
    • TheOUTSIDE Analysis:THE ENVIRONMENT Competitors:
    • TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2)
    • TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2) Which channels are they using online? 3)
    • TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2) Which channels are they using online? 3) What stories are they telling?
    • TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) Adapted from: The Tanning of America, Steve Stoute
    • TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) What distinguishes their mind-set? 2) Adapted from: The Tanning of America, Steve Stoute
    • TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) What distinguishes their mind-set? 2) Where do they *e-mingle*? 3) Adapted from: The Tanning of America, Steve Stoute
    • TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) What distinguishes their mind-set? 2) Where do they *e-mingle*? 3) What needs and wants define them? 4) Adapted from: The Tanning of America, Steve Stoute
    • TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) What distinguishes their mind-set? 2) Where do they *e-mingle*? 3) What needs and wants define them? 4) What characteristics describe our consumer in control? Adapted from: The Tanning of America, Steve Stoute
    • Also ask: How do our stakeholders perceive our company or brand?Perception
    • Recap:CONTEXT > Inside Analysis: Company > Outside Analysis: Environment - Competitors - Target Audience
    • Driver 2OBJECTIVESwith Metrics and Return on Investment
    • how many? how much? what else?
    • Margaret Francis suggests, “Measure strategy, not stuff.”
    • ...with these 4 kinds of applied metrics:>>>> Margaret Francis
    • ...with these 4 kinds of applied metrics:> Brand Perception>>> Margaret Francis
    • ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency>> Margaret Francis
    • ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency> Revenue Growth> Margaret Francis
    • ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency> Revenue Growth> Support Savings Margaret Francis
    • Mrs Francis’ approach makes goodpoints, but I’m generally asceptical person. Hence, Irather create or adapt my own system.
    • My suggestion...
    • Adapted EBS Approach
    • Adapted EBS ApproachCorporate Objectives Provide basic direction for activities of an organization in pursuit of its mission.
    • Adapted EBS ApproachCorporate Objectives Provide basic direction for activities of an organization in pursuit of its mission.Marketing Objectives Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.
    • Adapted EBS ApproachCorporate Objectives Provide basic direction for activities of an organization in pursuit of its mission.Marketing Objectives Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.Communication Objectives Awareness levels, perception, comprehension, attitudes and overall degree of preference for the brand
    • ROI of Social Media
    • Why management would allocate resources tosocial media, according to Olivier Blanchard:Reason #1:It will result in a cost reduction.Reason #2:It will generate more revenue.
    • “Things happenin sequence.” -Olivier Blanchard
    • > investment> action> reaction> non-financial impact> financial impact
    • > investment> action> reaction> non-financial impact measure> financial impact ☜ ROI here!
    • ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency ☜ measure ROI here!> Revenue Growth> Support Savings Margaret Francis
    • Adapted EBS ApproachCorporate Objectives Provide basic direction for activities of an organization in pursuit of its mission. measureMarketing Objectives ROI here! ☜ Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.Communication Objectives Awareness levels, perception, comprehension, attitudes and overall degree of preference for the brand
    • Recap:OBJECTIVES set, > corporate goals > marketing goals > communication goals
    • Driver 3 3 Ps of The Social MediaCommunications
    • Internet content is static -internet behavior is dynamic
    • 3 approaches to Social MediaCommunications:1) PUSH2) PULL3) PROFILE
    • PUSHPushing outcontent to thetarget audience
    • ...and its threeimperative adjectives:1) anticipated 2) personal 3) relevant
    • PULLTarget audiencepulls content onown initiative
    • PULLActions to maximize thepower of pull strategies:❑ Provide good content❑ Refresh it often❑ Skip the flash (and Flash)❑ Make it fast❑ Help visitors navigate❑ Optimize for various devices❑ ...
    • Basing the brand’s pull strategy on visibilityis the first step for the strategy to be successful.
    • PROFILEDevelop corporateimage and reputation
    • Think, Trust. “The number one reason why people don’t listen to you is because they are too busy listening to their friends! The people they trust.” - Tara Hunt, The Whuffie Factor
    • Think, Social Capital. [=] the value of social networks, bonding similar people and bridging between diverse people, with norms of reciprocity. - Dekker and Uslaner
    • Recap: 3Ps of Social MediaCommunication PUSH < PULL < PROFILE <
    • Driver 4 Social Media Mix:CONTENT & TOOLS
    • createoriginalcontentand/or remix
    • For business, being good at copying is at least as important as beinginnovative
    • 7 content marketing tips by Roger Parker: 1) Teach 2) Focus 3) Structure 4) Efficient 5) Consistent 6) Personality 7) Leverage
    • the @sebin omics approach3 Ms of Content: MAKE, MANAGE, and MARKET
    • MAKE ContentAchieve organic growth by regularlycreating consistent content.
    • MANAGE ContentUse 5 Ws Model: Who/Where/What/How/When
    • MARKET ContentIt’s about teaching, not selling.to do:inform & educatepersuaderemindmaintain contactSource: Service Marketing, Module 11,Edinburgh Business School
    • Applying the right tools
    • Source: Picture by douglaswray http://instagr.am/p/nm695/
    • Source: http://www.briansolis.com/2008/08/introducing-conversation-prism
    • Driver 5RESOURCES
    • Financial Resources A budget for different activities has to be set-up and allocated, if social media campaigns are to be successful.
    • Human ResourcesTasks concerning social media activities have to be allocated to at least one manager in charge. Hybrid positions are possible.
    • Driver 6PLANNING &SCHEDULING
    • Planning the production of content
    • Planning the production of content LEVEL vs CHASE strategy
    • Planning the production of content LEVEL vs CHASE strategya) Level Strategy > Provide content on a regular basis.b) Chase Strategy > Allocate resources according to need of situation.
    • Planning the production of content LEVEL vs CHASE strategya) Level Strategy > Provide content on a regular basis.b) Chase Strategy > Allocate resources according to need of situation.
    • Scheduling the production of content Always consider the online behavior of the target audience.
    • Driver 7MONITORING
    • “I like the noise of the democratization of information.” “I like the noise @sebinomics of democracy.” - Pres. James BuchananPicture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg
    • “.b ke the noise of I li .. ut because ittion the democratiza ’s noisy, particular of information.” attention has to b “I like the noise @sebinomics e given to the proce ss of democracy.” of monitoring! - Pres. James BuchananPicture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg
    • Use a scorecard to track and analyze your activities Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-en/
    • And these are your 7 drivers of socialmedia management.
    • let’s recap...
    • 7 Drivers Context Company Environment Corporate Feedback Objectives Marketing Communication 3 Ps Push Pull Profile Marketing Research Content and Tools Resources Planning Monitoring
    • this was: 7 DRIVERS of The SOCIAL MEDIA MANAGEMENT ‘thinking beyond status updates and tweets’ All pictures and graphics taken or created by Sebastiano Mereu, except where stated/sourced differently.
    • @sebinomics