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 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

  1. 1. 7 DRIVERS ofTheSOCIAL MEDIAMANAGEMENT ‘thinking beyond status updates and tweets’ Sebastiano Mereu @sebinomics
  2. 2. The 7 Drivers are:1) Context2) Objectives3) 3 Ps of Communication4) Content5) Resources6) Planning7) Monitoring
  3. 3. What isSocial Media...?
  4. 4. Many definitionsto choose from. ☜ ☜ ☜ ☜ ☜ ☜ ☜
  5. 5. ...IMHO, it is about this:
  6. 6. The 3 IMPERATIVES ofSOCIAL MEDIA
  7. 7. Telecommunication1st imperative
  8. 8. Interactive Dialogue2nd imperative
  9. 9. Democratization of Information3rd imperative
  10. 10. The 3 Imperatives of Social Media:1) Telecommunication2) Interactive Dialogue3) Democratization of Information
  11. 11. Driver 1CONTEXT
  12. 12. ft he o ? te xt ell n to t co t he an st ew ti w ha ryW to s
  13. 13. The INSIDE Analysis:THE COMPANY
  14. 14. The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1)
  15. 15. The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1) Who are we? 2)
  16. 16. The INSIDE Analysis:THE COMPANY Answer 3 Questions: 1) Who are we? 2) What knowledge do we have in-house? 3)
  17. 17. 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?
  18. 18. TheOUTSIDE Analysis:THE ENVIRONMENT
  19. 19. TheOUTSIDE Analysis:THE ENVIRONMENT Competitors:
  20. 20. TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2)
  21. 21. TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2) Which channels are they using online? 3)
  22. 22. TheOUTSIDE Analysis:THE ENVIRONMENT Competitors: 1) What are they doing online? 2) Which channels are they using online? 3) What stories are they telling?
  23. 23. TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) Adapted from: The Tanning of America, Steve Stoute
  24. 24. TheOUTSIDE Analysis:THE ENVIRONMENT Target Audience: 1) What distinguishes their mind-set? 2) Adapted from: The Tanning of America, Steve Stoute
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Also ask: How do our stakeholders perceive our company or brand?Perception
  29. 29. Recap:CONTEXT > Inside Analysis: Company > Outside Analysis: Environment - Competitors - Target Audience
  30. 30. Driver 2OBJECTIVESwith Metrics and Return on Investment
  31. 31. how many? how much? what else?
  32. 32. Margaret Francis suggests, “Measure strategy, not stuff.”
  33. 33. ...with these 4 kinds of applied metrics:>>>> Margaret Francis
  34. 34. ...with these 4 kinds of applied metrics:> Brand Perception>>> Margaret Francis
  35. 35. ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency>> Margaret Francis
  36. 36. ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency> Revenue Growth> Margaret Francis
  37. 37. ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency> Revenue Growth> Support Savings Margaret Francis
  38. 38. Mrs Francis’ approach makes goodpoints, but I’m generally asceptical person. Hence, Irather create or adapt my own system.
  39. 39. My suggestion...
  40. 40. Adapted EBS Approach
  41. 41. Adapted EBS ApproachCorporate Objectives Provide basic direction for activities of an organization in pursuit of its mission.
  42. 42. 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.
  43. 43. 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
  44. 44. ROI of Social Media
  45. 45. 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.
  46. 46. “Things happenin sequence.” -Olivier Blanchard
  47. 47. > investment> action> reaction> non-financial impact> financial impact
  48. 48. > investment> action> reaction> non-financial impact measure> financial impact ☜ ROI here!
  49. 49. ...with these 4 kinds of applied metrics:> Brand Perception> Marketing Efficiency ☜ measure ROI here!> Revenue Growth> Support Savings Margaret Francis
  50. 50. 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
  51. 51. Recap:OBJECTIVES set, > corporate goals > marketing goals > communication goals
  52. 52. Driver 3 3 Ps of The Social MediaCommunications
  53. 53. Internet content is static -internet behavior is dynamic
  54. 54. 3 approaches to Social MediaCommunications:1) PUSH2) PULL3) PROFILE
  55. 55. PUSHPushing outcontent to thetarget audience
  56. 56. ...and its threeimperative adjectives:1) anticipated 2) personal 3) relevant
  57. 57. PULLTarget audiencepulls content onown initiative
  58. 58. 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❑ ...
  59. 59. Basing the brand’s pull strategy on visibilityis the first step for the strategy to be successful.
  60. 60. PROFILEDevelop corporateimage and reputation
  61. 61. 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
  62. 62. Think, Social Capital. [=] the value of social networks, bonding similar people and bridging between diverse people, with norms of reciprocity. - Dekker and Uslaner
  63. 63. Recap: 3Ps of Social MediaCommunication PUSH < PULL < PROFILE <
  64. 64. Driver 4 Social Media Mix:CONTENT & TOOLS
  65. 65. createoriginalcontentand/or remix
  66. 66. For business, being good at copying is at least as important as beinginnovative
  67. 67. 7 content marketing tips by Roger Parker: 1) Teach 2) Focus 3) Structure 4) Efficient 5) Consistent 6) Personality 7) Leverage
  68. 68. the @sebin omics approach3 Ms of Content: MAKE, MANAGE, and MARKET
  69. 69. MAKE ContentAchieve organic growth by regularlycreating consistent content.
  70. 70. MANAGE ContentUse 5 Ws Model: Who/Where/What/How/When
  71. 71. MARKET ContentIt’s about teaching, not selling.to do:inform & educatepersuaderemindmaintain contactSource: Service Marketing, Module 11,Edinburgh Business School
  72. 72. Applying the right tools
  73. 73. Source: Picture by douglaswray http://instagr.am/p/nm695/
  74. 74. Source: http://www.briansolis.com/2008/08/introducing-conversation-prism
  75. 75. Driver 5RESOURCES
  76. 76. Financial Resources A budget for different activities has to be set-up and allocated, if social media campaigns are to be successful.
  77. 77. Human ResourcesTasks concerning social media activities have to be allocated to at least one manager in charge. Hybrid positions are possible.
  78. 78. Driver 6PLANNING &SCHEDULING
  79. 79. Planning the production of content
  80. 80. Planning the production of content LEVEL vs CHASE strategy
  81. 81. 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.
  82. 82. 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.
  83. 83. Scheduling the production of content Always consider the online behavior of the target audience.
  84. 84. Driver 7MONITORING
  85. 85. “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
  86. 86. “.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
  87. 87. Use a scorecard to track and analyze your activities Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-en/
  88. 88. And these are your 7 drivers of socialmedia management.
  89. 89. let’s recap...
  90. 90. 7 Drivers Context Company Environment Corporate Feedback Objectives Marketing Communication 3 Ps Push Pull Profile Marketing Research Content and Tools Resources Planning Monitoring
  91. 91. 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.
  92. 92. @sebinomics

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