1
Module 5:
Strategy
Building the community
2
Determine where you are today
• Level 0: Near-zero use of social media
• Level 1: Passive integration
• Level 2: Limited...
3
Level 0
No social media strategy, planning, training
• Management sees social media as time-wasting,
unproductive and no...
4
Level 1: 90 degrees
Passive integration
• Management allowed access to social media but still
views social media with su...
5
Level 2: 180 degrees
Limited commitment, some integration
•Management curious about benefits and integration
process, bu...
6
Level 3: 270 degrees
Commitment to social media
strategy, integration and training
• Social media integration under impl...
7
Level 4: 360 degrees
Full turnaround, seamless integration
• Employees and management not learning about
social media, t...
8
Social media: strategic planning
1.Objectives = the broad goals and the
measurable steps to achieve them
2.Identify key ...
9
1a. Objectives: Examples
• Improve internal
communication
• Improve external
communication with
media, vendors,
supplier...
10
1b. Objectives: Specifics
Example: Improve external
communications with the media
– Challenges: Media lacks information...
11
2. Identify key audiences, platforms
• Objective: Connect and engage with
present customers where they are.
– Challenge...
12
Spectators/Watchers
Sharers
Commenters
Producers
Curators
Engagement pyramid
Source: Open Leadership, Charlene Li
13
Advocacy: Help the fanbase
Satisfied customers,
Fanboy/girls: People who have
used your brand, product,
service. “Help ...
14
3. Tactics and methods
• Choose platform: Blogging, Facebook,
Twitter, YouTube
• Apps or tools: Free or custom-built
• ...
15
3. Tactics: Examples
Platform Description Objectives
Internal blog
Multiple individual/group
blogs
Gauge social media t...
16
4. Resources: Internal, external
•What can the company handle?
•What resources can we dedicate in
terms of people, tech...
17
Internal resources: The rollout
• Fail fast: People will appreciate
transparency. Don’t fear failures - first
time you ...
18
Scenario 2: SWAT team: Get a small
team sneakily doing something and rack up
some small wins. (This method can backfire...
19
5. Budget
• Agency costs
• Custom-built apps
• Web design
• Additional internal staff
• External freelancers: bloggers,...
20
6. Metrics, KPIs, success criteria
• You cannot improve what you don’t
measure
• Quantitative and qualitive metrics
• S...
21
On management buy-in
ROI: There is no silver bullet to building a
business case for using social media
• The 1st questi...
22
Example of social media policy
•Use common sense (don’t piss off
your boss)
•Do not post entries that are
personal atta...
23
Dealing with the trolls
Source: Forrester Research
24
Signs of success… on Google
When company or brand is Googled:
1. Leads me to company website, Facebook page, Twitter
ac...
25
Signs that your social media strategy is
working on their blogs
 They have interesting things to say about your CEO, y...
26
Signs that your social media
strategy is working on Twitter
 You often find positive tweets about your
company, many r...
27
Signs your community is working on
Facebook
Community is responding well to your regular
updates with increased Likes,...
28
Signs that your social media
strategy is working on LinkedIn
Users in your group have complete profiles
They make gen...
29
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Module 5 of 5.Social Media Strategy

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Social Media Strategy

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  • Module 5 of 5.Social Media Strategy

    1. 1. 1 Module 5: Strategy Building the community
    2. 2. 2 Determine where you are today • Level 0: Near-zero use of social media • Level 1: Passive integration • Level 2: Limited integration, some commitment • Level 3: Committed to strategy, integration, training • Level 4: Full turnaround, seamless integration
    3. 3. 3 Level 0 No social media strategy, planning, training • Management sees social media as time-wasting, unproductive and not aligned to business goals. • All employees are banned from use of social media during office hours. • Employees steal time to view social media feeds via smartphones or “illegal” access on office PCs. • All communication still relying on traditional means. • Rivals start implementing social media tactics and start showing results.
    4. 4. 4 Level 1: 90 degrees Passive integration • Management allowed access to social media but still views social media with suspicion or as a passing fad. Does not see integration as important to business goals. • Employees are allowed to implement social media tactics on their own, with little or no management support or direction. • A marketing or communications exec may collaborate with an ad agency or outside consultant on a single project. • An occasional deal struck whereby social media elements are introduced in an important event or activity – product launch, promo or contest.
    5. 5. 5 Level 2: 180 degrees Limited commitment, some integration •Management curious about benefits and integration process, but still without a defined strategy, budget, timetable and training process •Employees experiment with social media, some training available, social media policy adopted •A social media lead may be appointed at junior level in some departments •Communication and marketing teams see clear benefits and integrates social media in planning but still working in silos •Social media integration starting to be planned in advance rather than as an afterthought
    6. 6. 6 Level 3: 270 degrees Commitment to social media strategy, integration and training • Social media integration under implementation. • Appointment of social business-savvy director at board level. Management team have budgetary and managerial power for social media integration, and a social media lead for the integration process. • Full commitment to ongoing training required for social media integration in production, management, communication, marketing, sales, human resources and innovation. • Social media strategy rolled out through cross- functional, multi-department teams.
    7. 7. 7 Level 4: 360 degrees Full turnaround, seamless integration • Employees and management not learning about social media, they are living it. No distinction among new or old staff in social media-savviness. • Company transformed into a “social business engine.” • Processes in place where social media is a primary source of revenue-generation. • Management decisions flow from a social media perspective, all business processes are fully integrated with social media platforms and channels. • All internal and external communication is rich with community elements; constant feedback loop; transparent and accountable processes in place.
    8. 8. 8 Social media: strategic planning 1.Objectives = the broad goals and the measurable steps to achieve them 2.Identify key target audiences, platforms 3.Tactics = the activities, apps, tools, channels you will use, including offline activities 4.Resources: internal, external 5.Budget 6.Metrics, targets, KPIs, success criteria
    9. 9. 9 1a. Objectives: Examples • Improve internal communication • Improve external communication with media, vendors, suppliers, partners • Connect and engage with present customers where they are • Increase customers, generate leads, drive sales • Reach and educate new customers • Build awareness of products and services • Humanize brand, service, management team • Establish thought leadership, become subject matter expert, go-to industry spokesperson
    10. 10. 10 1b. Objectives: Specifics Example: Improve external communications with the media – Challenges: Media lacks information about our products and services, technical expertise to cover event – Execution: Set up a closed group to reach specific reporters to connect informally, educate and inform them about new products and services that may result in stories in media
    11. 11. 11 2. Identify key audiences, platforms • Objective: Connect and engage with present customers where they are. – Challenge: Unaware of which social networks customers are using and what they are saying – Execution: • Run a survey of present customer base • Listen and monitor conversations • Follow product ‘keywords’ • Determine content shared in which platforms • Identify fans, competitors, critics, trolls • Identify gaps in which you can add value
    12. 12. 12 Spectators/Watchers Sharers Commenters Producers Curators Engagement pyramid Source: Open Leadership, Charlene Li
    13. 13. 13 Advocacy: Help the fanbase Satisfied customers, Fanboy/girls: People who have used your brand, product, service. “Help them help you.” Ideas: Blogger/Facebook/Twitter fan outreach programme. Provide content they can use, link, share, mashup, send to others. Eg: company tour, photos, videos, free fun apps, widgets, games, promos, prizes for their readers.
    14. 14. 14 3. Tactics and methods • Choose platform: Blogging, Facebook, Twitter, YouTube • Apps or tools: Free or custom-built • What activities? – Contests, conferences, events, concerts, themed monthly features, video uploads, community activities • Offline activities: – Outreach programmes, tweetups, tours, exclusive giveaways for loyal customers, community gatherings
    15. 15. 15 3. Tactics: Examples Platform Description Objectives Internal blog Multiple individual/group blogs Gauge social media talent: For employees and interns only Internal forums Technology discussions Better communication, support for customers LinkedIn Business networking Engagement: Make employees, partners, suppliers upload profiles, start a group Wiki Collaborative publishing Improve knowledge database – open to employees, partners, customers, students Facebook Page Showcasing new products, services, launches, events Engagement with advocates Twitter Microblogging, open Engagement, brand awareness, media relations YouTube CEO’s speeches, talks Promote CEO thought leadership, start conversations
    16. 16. 16 4. Resources: Internal, external •What can the company handle? •What resources can we dedicate in terms of people, tech, etc? •Accept that staff, customers may be critical or negative. •If the company’s culture is top-down, command-and-control, you need to break mould by seeking third-party expert help. •Third-party may not have share authentic voice of company
    17. 17. 17 Internal resources: The rollout • Fail fast: People will appreciate transparency. Don’t fear failures - first time you make a mistake, try again. • Lobby: Personal motivations matter: eg: if there’s someone wanting a promotion approach them individually. Get them on board and to champion project early so they can claim benefit later on. It’s all lobbying skills. Champion: Champions come from all depts. Age is not an issue. Just because someone is young doesn’t mean he/her is innately ‘digital.’ Skeptics: Get some pessimists and skeptics on board. Give them the tools, learn from their criticisms.
    18. 18. 18 Scenario 2: SWAT team: Get a small team sneakily doing something and rack up some small wins. (This method can backfire though. Eg: A page that attracts attacks.) 4. Resources: scenarios Scenario 1: Corporate-wide awareness training: Drum up support for social media, identify talent, bring in trainers, speakers. Scenario 3: Start small with a few external committed bloggers, social networkers and tweeters and roll out wider if necessary. NOTE: Document successes and failures and lessons from above.
    19. 19. 19 5. Budget • Agency costs • Custom-built apps • Web design • Additional internal staff • External freelancers: bloggers, photographers, videographers, designers, database programmers • Prizes and giveaways • Sponsorship for events
    20. 20. 20 6. Metrics, KPIs, success criteria • You cannot improve what you don’t measure • Quantitative and qualitive metrics • Set up monitoring tools to measure downloads, views, followers, likes, engagement, sentiment • Don’t be afraid to set high numbers, ambitious goals to grow community • Constantly challenge the team
    21. 21. 21 On management buy-in ROI: There is no silver bullet to building a business case for using social media • The 1st question is often ‘How can this make money?’ but it should be ‘How can we help our customers?’ • Evaluate the cost to achieve the same by traditional means ie: print advertising, marketing, support and IT dept costs. • Justification: “If we don’t, our competitors will take market share.” • Financial Dept: Give them the numbers. • HR: Talk about staff retention. • IT: Talk about leverage to buy new toys. • Legal: Aim of legal dept is to reduce risk to zero. Businesses work by taking and managing risks. • Executive buy-in will expedite the financial, legal, HR teams getting on board.
    22. 22. 22 Example of social media policy •Use common sense (don’t piss off your boss) •Do not post entries that are personal attacks or culturally sensitive or religiously offensive •Do not discuss unreleased products and features •Post a standard company disclaimer on your blog, profile page and disclose affiliation to company or specific projects •If you post all or parts of an internal email, conceal the names of the sender and recipients • When expressing an opinion, emphasize that you speak only for yourself, beginning a sentence with "IMHO" • If you doubt the appropriateness of a post, ask a peer what they think and then read it again the next day as if it were headline in a newspaper. • Do not post too much noise (ie: inane accounts of your boredom with life) • Respect the platform, be an adult • Keep it friendly, and have fun • Be wary of copyright issues EG: http://channel9.msdn.com/About/ http://womma.org/blogger/read http://www.intel.com/sites/sitewide/en_US/social-media.htm
    23. 23. 23 Dealing with the trolls Source: Forrester Research
    24. 24. 24 Signs of success… on Google When company or brand is Googled: 1. Leads me to company website, Facebook page, Twitter account, official blog, other owned media or staff’s social media pages 2. Leads to news stories, active discussions and commentary on social media sites on issues related to company 3. Does not lead to something controversial or negative, (unless a lesson to be learnt) When staff are individually Googled: 1. Doesn’t come up blank. 2. Leads me to their online blog, webpage or social media profiles and company is identified.
    25. 25. 25 Signs that your social media strategy is working on their blogs  They have interesting things to say about your CEO, your company, products, services and your industry  They share and link regularly to interesting ideas, stories and posts from your official accounts  They provide glimpses into how you are humanizing your brand for them  They do not bad-mouth your company or staff (caveat: unless there is a lesson worth learning) They seem genuine and honest in their opinions of your front-facing staff, company, brand, products, services Adapted from Boris Epstein, CEO and Founder of BINC
    26. 26. 26 Signs that your social media strategy is working on Twitter  You often find positive tweets about your company, many re-tweets of your posts  Your replies are viewed positively and seem genuine and authentic  Your official account is growing steadily and as a diverse set of followers  You keep a healthy balance between personal and professional tweets  You engage in discussions related to your business and seem to be an authority in your field
    27. 27. 27 Signs your community is working on Facebook Community is responding well to your regular updates with increased Likes, Shares, Comments Fans sign up on your Events fast Fans leave comments and show genuine interest in wanting to engage with brand and admins Fans are enthused and constantly finding new content to keep conversations fresh. Fans find updates relevant to their profession and industry
    28. 28. 28 Signs that your social media strategy is working on LinkedIn Users in your group have complete profiles They make genuine recommendations about peers, managers and colleagues They voluntarily answer questions They are linking to their employer, blog and other projects of interest. They are participating and getting involved discussion in the community.
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