Getting started with social media strategic planning webinar

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This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in Bahrain

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  • Getting started with social media strategic planning webinar

    1. 1. SOCIAL MEDIA STRATEGIC PLANNING PROCESS Eric Mills, President National Institute for Social Media Join the Conversation facebook.com/socialinstitute twitter.com/nismpulse nismonline.org/blogAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    2. 2. Learning OutcomesIn this webinar you can expect to learn:o What to expect at the upcoming Social Media Strategic Planning Process program at the eGovernment Forum 2013o How to create effective social media goalso Connect social media goals to organizational goalsAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    3. 3. Business Scenario o Four months ago XYZ Brand decided to start using social media – Facebook, Twitter, LinkedIn – expecting great things to happen o Today, your sales manager is complaining that leads have not increased, and no new likes are coming in o In addition, your customers are not using social media to say positive things, but negative things about the products that they offerAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    4. 4. WHY DO ORGANIZATIONS FAIL TO FIND SUCCESS IN SOCIAL MEDIA?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    5. 5. STRATEGIC PLANNINGAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    6. 6. Industry AnalysisA study called, “The Evolution of Social Business: Six Stages ofSocial Business Transformation” was recently released.o 700 social media professionals and executives were surveyed and asked about their social media strategy.o Is social media strategy clearly aligned with strategic business goals of an organization?o Is the organization aligned to support and enable the execution of that strategy? AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    7. 7. 12% confident that their company has a social media plan that looks beyond the next year.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    8. 8. 50% think that executives are “informed, engaged and aligned” with social strategy.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    9. 9. 33% felt that metrics used to measure the results of social activities are connected to business outcomes.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    10. 10. Social media strategy is NOT independent from organizational strategy.AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    11. 11. Social vs. BusinessObjectivesThere are core questions to be considered:• What is your organization’s mission and vision?• What are your current organizational strategic objectives?• How can social media best compliment those objectives? AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    12. 12. Goal Setting Processo Consider business objectiveso Develop goals that are aligned with those objectiveso Answer the following questions to ensure that the goal is going to give you the best possible outcomeAN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    13. 13. Write Down a GoalFor example:“We want to grow our friends & followers on our social media platforms.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    14. 14. Is the Goal Specific?o In our goal of “growing friends and followers on our social media platforms” the level of specificity is not very high.o Let’s update our goal statement to make it more specific…“We want to grow our friends & followers on Facebook & Twitter.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    15. 15. Is the Goal Measurable?o In our goal of “growing friends and followers on Facebook and Twitter.” we don’t have a measurable to validate whether the goal is complete.o Let’s update our goal statement to make it more measureable…“We want to grow our friends & followers on Facebook & Twitter from 1000 to 1,000,000.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    16. 16. Is the Goal Attainable?o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 1,000,000,” the ability for us to get to one million friends & followers would be nearly impossible in the short term.o Let’s update our goal statement to make it more attainable…“We want to grow our friends & followers on Facebook & Twitter from 1000 to 10,000.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    17. 17. Is the Goal Relevant?o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 10,000,” does this compliment our current business objectives if our current business objective is to get more sales leads?o Let’s update our goal statement to make it more relevant… “We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to 1000.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    18. 18. Is the Goal Time-based?o In our goal of “growing our sales leads from friends/followers on Facebook & Twitter from 100 to 1000,” we have not assigned a date for the goal to be evaluated.o Let’s update our goal statement to make it time-based… “We want to grow our sales leads fromfriends & followers on Facebook & Twitter from 100 to 1000 by Dec. 31, 2013.” AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    19. 19. Which Goal is Better?“We want to grow our friends & followers on our social media platforms.” OR “We want to grow our sales leads fromfriends & followers on Facebook & Twitter from 100 to 1000 by Dec. 31, 2013.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    20. 20. Which Goal is Better?“We want to grow our friends & followers on our social media platforms.” OR “We want to grow our sales leads fromfriends & followers on Facebook & Twitter from 100 to 1000 by Dec. 31, 2013.”AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    21. 21. What’s Next?Attend the eGovernment workshop to learn more about:o The Social STP Analysiso Social Media Auditso Platform Selection Techniqueso Audience Identification Toolso Content Development Templateso And much more!AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
    22. 22. Questions?AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

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