Crafting sustainable social media strategy by Pon Karthikeyan

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Social media strategy

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Crafting sustainable social media strategy by Pon Karthikeyan

  1. 1. Crafting Sustainable Social Media Strategy
  2. 2. Agenda Author - Introduction Key Success Factors – Enterprise Collaboration Platform Adoptions Step 2 – Plan and Deliver Social Media Maturity Matrix Step 1 – Develop Strategy Social media strategy framework Social Media Tactics – Enterprise Collaboration 1 2 3 4 5 6 7 8 9 Social Media Tactics – Enterprise 2.0 Social Media Engagement – Critical Success Factors
  3. 3. Author  17+ years of consultancy & senior management experience  Experienced in owning global customer relationship  Academic credentials include masters in business management, PMP, ITIL & Professional level certifications in SAP  LinkedIn contact: de.linkedin.com/pub/pon-karthikeyan- m-b-a-pmp/14/186/998 3 The views expressed in this presentation are strictly the author ´s personal opinion/point of view and should not be interpreted in any way as those of his employer Pon Karthikeyan
  4. 4. Step 1 - Develop Strategy 4 Define Objectives & determine readiness Determine initiatives & prioritize  People  Organization Structure  Change & learning  Support structure Key factors for sustainable social media strategy  Processes  Technology  Governance  Risks
  5. 5. Step 2 – Plan and Deliver 5 •Connection & interactivity •Innovation management •Content sharing & management •Enterprise & talent management •Productivity & effectiveness Internal •Brand awareness •Relationship management •Innovation & creativity •Efficiency & effectiveness External Plan Innovate SetupLaunch Operate Plan implementation Build & Launch Continuous management CORE AREAS CORE AREAS
  6. 6. Social media strategy framework 6 Define Objectives & determine readiness Determine initiatives & prioritize •Connection & interactivity •Innovation management •Content sharing & management •Enterprise & talent management •Productivity & effectiveness Internal •Brand awareness •Relationship management •Innovation & creativity •Efficiency & effectiveness External  People  Org. structure  Change & learning  Support structure  Processes  Technology  Governance  Risks Step 1 – Develop Strategy Step 2 – Plan & Deliver Enterprise collaboration Enterprise 2.0
  7. 7. Social Media Maturity Matrix 7 AWARE LISTEN COMMUNICATE SUPPORT ENGAGE VALUECREATION STAGES OF MATURITY
  8. 8. Social Media Tactics – Enterprise collaboration 8 Business Goals Business Drivers Social media opportunities Opportunity type Social media tactics Improve productivity and effectiveness  Facilitate exchange of information in workplace eco-system  Capture and record the intellectual capital of the organization  Support the stakeholders in the enterprise eco-system to work together effectively  Implement document & content sharing platform  Facilitate real-time conversation & status updates  Search for know- how & expertise within the company  Capture tacit knowledge of employees & business partners  Tag content, documents & information  Set up collaboration platform with video-conferencing Enterprise collaboration  Implement internal collaboration platform  Funtionalities/featur es include;  Document & content management  Instant messaging  Search engine  Employee & business partner profiles  Tagging & book- marking  Video-conferencing
  9. 9. Key Success Factors - Enterprise Collaboration Platform Adoptions 9 Think big, start small (Phased approach) Ensure high-level sponsorship & management lead Develop solutions fit for current operations (build strong use cases) Well integrated change managment programme User friendly interface (eg., single sign on, self service capabilities) Nurture “ambassadors“ in the organization who can evangelise the benefits
  10. 10. Social Media Tactics – Enterprise 2.0 10 Business Goals Business Drivers Social media opportunities Opportunity type Social media tactics Increase marketshare  Create brand awareness  Develop positive customer experience  Access new customer segments  Increase brand awareness through social network channels creating a unique user experience  Improve search engine ranking by developing brand presence on social media channels  Engage with existing customers on social media channels  Monitor social media conversations relating to brands, products/services Enterprise 2.0  Increase number of comments, likes and bookmarks  Number of mentions compared to peer brands  Number of advocates  Number of mentions by advocates  Reach  Engagement  Ratio of positive mentions against negative mentions
  11. 11. Social Media Engagement – Critical Success Factors 11 Creative & compelling content to trigger “inbound marketing“ Gamification approach to generate excitment and to provide an addictive element to gain engagement Engage emotionally with the audience Enable customers to actively participate in the development of new products, ideas thereby creating a sense of brand/product ownership for the customer

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