Social Media Strategy Framework Shared

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Framework for building a social media strategy

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Social Media Strategy Framework Shared

  1. 1. Social Media Strategy Framework
  2. 2. INTRODUCTION
  3. 3. SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING • Marketing in social media is ”PULL” not ”PUSH • Marketing in social media is slow marketing • Marketing in social media is engaging content • Marketing in social media is based on dialogue not monologue
  4. 4. THE WEB IS GETTING INCREASINGLY SOCIAL…
  5. 5. .. WHICH ALSO EFFECTS PURCHASE DECISION MAKING Source: McKinsey Quarterly June 2009
  6. 6. THREE MATURITY PHASES
  7. 7. > 25% HAS A DEVELOPED STRATEGY
  8. 8. BUILD THE STRATEGY
  9. 9. It’s not about doing it all it’s about doing it right!
  10. 10. APPROACH DEVELOPED DEVICES SOCIAL RESEARCH OBJECTIVES ACTIVITIES (SOCIAL PLATFORMS) MEDIA STRATEGY Baserat på Marketing Sherpas ROAD map modell
  11. 11. RESEARCH GATHER INFORMATION
  12. 12. STRUCTURE YOUR RESEARCH
  13. 13. Know Control
  14. 14. FIND YOUR BENCHMARKS • Establish qualitative & quantitative social benchmarks to understand your position vs competition Social activity level Share of voice # active Sentiment Facebook Fans & Twitter # of Followers retweets
  15. 15. CREATE SOCIAL PROFILES Social Authority Vocal Minority Silent Majority
  16. 16. SOME RESEARCH TOOLS
  17. 17. OBJECTIVES SELECT TARGET AUDIENCE SET OBJECTIVES AND GOALS
  18. 18. SEGMENT & PRIORITIZE
  19. 19. SET OBJECTIVES & GOALS Become the No 1 Be perceived as a Serve our clients source of inspiration trustworthy, Objectives needs where ever within home knowledgeable they are accessories and supportive partner Increase reach in 70% of primary segment Increase CSI by 10% 10 000 new target group by perceive the company as Goals customers no 1 in home accessories 20%
  20. 20. DEVELOP YOUR KPI:s # active Twitter Followers Sales conversion rate # active Facebook Fans % Reach in target ROI audience - # of touch # blog posts, points comments, sharing, linking % Dwell rate – time spent with Share of voice in brand authority channels % Increase in # of positive customer comments on satisfaction company brand & products
  21. 21. ACTIVITIES STRATEGIC PLAN ORGANIZATION
  22. 22. DEVELOP YOUR STRATEGIES Become the No 1 Serve our clients Be perceived as a source of needs where ever trustworthy, Objectives inspiration within they are knowledgeable and home accessories supportive partner 10 000 new Increase reach in 70% of primary Increase CSI by customers target group by segment perceive the 10% vs LY 20% company as no 1 in Strategy Goals home accessories formulation Leverage Build relationship Integrate SM Build customer knowledge within Strategy with online engagement in services through home accessories authority in our overall marketing social channels in social channels business strategy Set up distribution of Set up relevant Launch campaign x, Create support Tactics content on YouTube tools for monitoring y, z in relevant social through Twitter & & Slideshare media channels Facebook Processes for Synchronizing teams Create Wiki for user Build RSS structure analysis and and activities generated operations instructions Operations Promote content on Organization to Train the CS team Facebook, Twitter, support relationship Blog, Organization, Processes, routines & KPIs for follow up
  23. 23. BUILD THE ORGANIZATION Central Marketing Coordination - policies Product Personal Personal Personal Operations Personal Personal team Personal Customer Personal Personal Support Staff etc
  24. 24. DEVICES ARCITECHTURE PLATFORMS
  25. 25. BUILD YOUR ARCHITECTURE Promotion Distribution Newsletters RSS Our blogs Site RSS Keyword optimized Our RSS content Notification Notification Link structure to conversion points Other RSS blogs Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”
  26. 26. TRACK PERFORMANCE Use your web analytics tools to optimize and track ROI • Inbound traffic source • Unique visitors from social media channel • Activity • Inbound traffic conversion rate • Converting visitors from social media channel • Activity
  27. 27. BUILD YOUR FEEDBACK LOOP
  28. 28. CASE STUDIES
  29. 29. WINE LIBRARY Content Promotion/ Distribution Conversation Distribution +27.000 Fans +6000 Followers 14.000 visningar
  30. 30. BORDERS Promotion Content Distribution Promo/Conversation Link to conversion point Sharing
  31. 31. THE FIESTA MOVEMENT Promotion Distribution Content Distribution Distribution Distribution
  32. 32. BLENDTEC
  33. 33. IS ENGAGMENT PROFITABLE?
  34. 34. SUCCESSFUL COMPANIES ARE MORE ENGAGED Mavens Selectivies Butterflies Wallflowers Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  35. 35. DEFINITIONS • Mavens: – Engagement in more than seven channels, above average engagement score. Examples Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement and have made social media a part of their go to market strategy. • Butterflies: – Engagement in seven or more channels, but have much lower engagement. Examples American Express and Hyundai. Engage in a few channels, but spread themselves thin. Have not full management buy-in to make the engagement strategic • Selectives: – Engage in six or less channels, but have a higher than average engagement level. Examples H&M and Philips. They focus deeply in a few channels and engage when and where it matters most. But, they are lightly staffed with small budgets for execution. • Wallflowers: – Engagement in just a few channels, lower than average engagement level. Examples McDonalds. They are cautious about the risks and uncertain about the benefits and engage only lightly in the channels where they are present. Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  36. 36. ENGAGED COMPANIES ARE MORE SUCCESSFUL! Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
  37. 37. KEY TAKE AWAYS RESEARCH CONTINOUS REFINEMENT OF SET TARGETS STRATEGY & TACTICS ROI DEVELOP STRATEGY , TRACKING & ORGANISATION OPTIMIZATION & TACTICAL PLAN CREATE ARCHITECTURE
  38. 38. CONTACT Ulrik Zielfelt ulrik.zielfelt@impwell.com +46 70 650 12 68 www.impwell.com Twitter: Impwell Facebook: Impwell Linkedin: http://se.linkedin.com/in/ulrikzielfelt

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