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Social Media StrategyClaus Alvdahl HansenBlog: alvdahl.dk
Strategic Framework                      Goals      Timeline &                    Target        Budget                    ...
Social Media is BrandingEroding brand awareness and familiarity.Especially low penetration amongst people aged <35.
Social as a channelGoogle is not the only alternative anymore. Social Media is where wesearch for brands.85% are expecting...
What social media doesCloser Relationships withCustomersTransparency. Listening, sharing,engaging.Brand FamiliarityTell th...
Social Media creating engagementEmployeesInternal communication using externalchannels. Increase employeeengagement. Share...
Your target groupsCustomersPost information about how helpsthem succeed. Comment and shareinformation to their friends.Pot...
Social Media Value Proposition: “Who we are as a company”
A great place to workFree thinking andcreative, Sharing andtrusting, Optimistic andhigh energy, Confident,Fascinating.Meet...
Amazing ProductsTell the story howyour products wereinvented.How they work.
Social ResponsibilityHow you ensure sustainable, profitable growth.Stories about your social responsibility.And also if so...
Core CapabilitiesHow you do what you dobest.The heart of yourcompany.How you help othersdoing what you do.History of the y...
MegatrendsHow your products arebrought to life.Relate your message toMegatrends:Smart Cities, Transportation,Ageing, Socia...
It’s communication, not marketingShare engaging contentPeople has to feel they get something out of following us.Increase ...
Your approachExplore and learnEverything should sound likeyour brand. Test and measureyour posts.Close relationship to Bus...
Mapping the 7 Platforms   Printerest           Facebook             Twitter             LinkedIn            Instagram     ...
Different Segments - Different         Communication                   LinkedIn                                           ...
Quality vs. Quantity
Timeline       Communication         HR & Brand                         Customer Service                         Listen & ...
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Social media strategy

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Why and how to bring your brand alive on the social channels.

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Social media strategy

  1. 1. Social Media StrategyClaus Alvdahl HansenBlog: alvdahl.dk
  2. 2. Strategic Framework Goals Timeline & Target Budget GroupMeasurement & Value KPI Challenge Proposition Approach & Platforms Resources Activities
  3. 3. Social Media is BrandingEroding brand awareness and familiarity.Especially low penetration amongst people aged <35.
  4. 4. Social as a channelGoogle is not the only alternative anymore. Social Media is where wesearch for brands.85% are expecting social interaction and conversation with brands.Most brands has very little mention on social channels.
  5. 5. What social media doesCloser Relationships withCustomersTransparency. Listening, sharing,engaging.Brand FamiliarityTell the innovation and solutionstories behind the brand. 85%expects interaction with yourbrand.Customer LoyaltySocial dialogue is the best way tobuild trust. Brand ambassadors.
  6. 6. Social Media creating engagementEmployeesInternal communication using externalchannels. Increase employeeengagement. Share posts as brandambassadors.Potential employeesBranding your organization as a placewhere the best would want to work.ManagementGrow the business. A place where theycan engage directly with customers andemployees. Gain customer insights.
  7. 7. Your target groupsCustomersPost information about how helpsthem succeed. Comment and shareinformation to their friends.Potential customersRead your company history. Shareit with friends.Distributors, NGOs, press etc.Participate in conversations.Preferred place to find informationand ask questions to yourorganization.
  8. 8. Social Media Value Proposition: “Who we are as a company”
  9. 9. A great place to workFree thinking andcreative, Sharing andtrusting, Optimistic andhigh energy, Confident,Fascinating.Meet the employees andtell their story.
  10. 10. Amazing ProductsTell the story howyour products wereinvented.How they work.
  11. 11. Social ResponsibilityHow you ensure sustainable, profitable growth.Stories about your social responsibility.And also if something goes wrong.
  12. 12. Core CapabilitiesHow you do what you dobest.The heart of yourcompany.How you help othersdoing what you do.History of the your corecapabilities.
  13. 13. MegatrendsHow your products arebrought to life.Relate your message toMegatrends:Smart Cities, Transportation,Ageing, Social Business,Individualized, Authenticity,Crisis Economy,Globalization, GlobalWarming, Education.
  14. 14. It’s communication, not marketingShare engaging contentPeople has to feel they get something out of following us.Increase understanding of what you are.Take the time to interactAll customer contacts is a potential opportunity.Take care of your fansWord of mouth is the number one currency when it comes tocreating publicity. Excite and inspire your audience.StorytellingAdding depth and storytelling will ensure high-qualityengagement. Capture the imagination of the next generation.
  15. 15. Your approachExplore and learnEverything should sound likeyour brand. Test and measureyour posts.Close relationship to BusinessGroups Central goes local goes localNo “corporate” messages. Central drives the content, but content is localized when gettingIn-house rather than agency closer to the customer.We need someone withknowledge about your Empowering employeesorganization. A team of local (and certified) social media managers.
  16. 16. Mapping the 7 Platforms Printerest Facebook Twitter LinkedIn Instagram YouTube Google+ Least Mostcorporate corporate
  17. 17. Different Segments - Different Communication LinkedIn LinkedIn Google+ (groups) (News, products) Experts Customers Facebook Twitter (local)Instagram Facebook Facebook (Central) Fans Employees Printerest YouTube YouTube
  18. 18. Quality vs. Quantity
  19. 19. Timeline Communication HR & Brand Customer Service Listen & Respond Social Selling Engage & Grow2013 2014 2015

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