The document discusses recommendations for Leaf, a company, to improve its use of social media for marketing purposes. It finds that Leaf's current social media presence is limited and not leveraged effectively to generate leads and customer engagement. It recommends that Leaf initially focus on identifying key performance indicators, optimizing its website for mobile, and conducting initial social media advertising campaigns. It further recommends that Leaf explore partnerships, develop a loyalty program, implement advanced analytics, and fully leverage social media platforms going forward to integrate social media into its overall marketing strategy.

1. D
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SMAC ASSESSMENT
FOR LEAF
© Ayantek, LLC Confidential
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2. CHALLENGE
SUMMARY

3. Challenge Summary
• Target markets are either inactive on social media or do not engage with
posted content. Social is an important channel because it develops and
maintains business relationships.
• Leaf needs to leverage social media channel to generate leads and retain
customers
3
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4. Customer’s Persona
Gary, 32, Small Business Owner
Responsible for managing his restaurant, hiring staff,
advertising, promoting, and is personally invested.
HOW HIS COLLEAGUES DESCRIBE HIM:
 High energy guy, always on the run
 Passionate about the restaurant business
KEY JOB REQUIREMENTS:
 Hire quality chefs and wait staff
 Oversees menu selection
 Promote the restaurant via web site and mobile outlets,
other advertising
 Oversees financial management of the business
KEY LEAF SITE TASKS:
 Read up on Leaf products and services
 Uses Leaf products in the restaurant
 Asks support questions
 Reads Leaf’s blog
4
Personal Information
Self-employed
Lives: San Jose, CA
In his spare time:
• Spends time with his family
• Uses social media for personal
communication
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5. Leaf vs. Small Business Owners vs. Consumers
•
•
Using social media
for personal use.
•
Interacting with
blog posts
•
Company
news/events
•
Interacting with
personal stories.
•
•
Company
news/events
•
Takes multiple
days to respond to
messages
Engages with
brands on
multiple social
media
channels
•
5
Blog, tips, news
On web and mobile
channels, not
social
© Ayantek, LLC Confidential

6. SMAC ASSESSMENT

7. SMAC Assessment Framework & Scoring
Framework Includes
• Evaluation criteria for 5 levels for each of the SMAC elements
• For each element, points are assigned (1 for Level 1, 2 for Level 2, etc.) – total
points determines overall score and level rating
• Scoring range is the following:
• Level 1: 0-4
• Level 2: 5-8
• Level 3: 9-12
• Level 4: 13-15
• Level 5: 16-20
7
© Ayantek, LLC Confidential

8. SMAC Assessment Framework & Scoring –
Leaf Score = 3
Level 1 - Dormant
Resistant to any use of SM
Level 1 – Limited Mobile
Presence
Level 2 - Testing
No long-term SM strategy,
strictly task-oriented,
individuals test in isolated
pockets
Level 2 - Reactive &
Experimental
Level 3 - Coordinating
Level 4 – Scaling &
Optimizing
Level 5 - Empowering
Shift toward growing social
channels; One full-time
Coordination across all channels,
dedicated resource, Takes
includes qualitative measures
action from social
conversations
Level 3 – Defined & Repeated
Core business applications have
social feature, social elements
are incorporated into key
business processes
Level 4 – Managed &
Measured
Level 5 – Optimization &
Innovation
Seamlessly integrated channel
Organization is reacting to
Mobile is considered a core
experience, mobile
Limited mobile presence, not external pressures, need for customer interaction channel,
capabilities expanding beyond
considered core to the business improvement is acknowledged global vision drives investment in
implementing the core
but overall vision is absent
the mobile channel
business capabilities
Level 1 –
Web Metrics
IT driven, few decisions,
minimal value, "feel good"
information (page views,
visits)
Level 1 – Performed
Level 2 - Behavior
Optimization
Level 4 –
CRM
Level 5 – Corporate
Performance Management
Analytics generate a holistic
Business driven, working on
Channel is optimized,
view of the customer,
metrics, accuracy and process,
Segmentation, SEO, personas are multichannel aggregation,
path analysis, A/B testing/,
created
cost-shifting analysis, analytics
KPIs are defined
drive decisions
Level 2 - Defined
Focus on competency,
Focus on functionality, isolated
selected enterprise
use of web-based applications,
collaboration applications,
internal shift to basic
utilize full-blown stack
programming platforms
platform internally
8
Level 3 –
E-Marketing
Level 3 – Managed
Focus on effectiveness, spin off
home grown apps into cloud
service, Use of ERP
Level 4 –
Adapted
Rich, dynamic, seamless,
channel experience, focus on
continuous improvement and
optimization
Strategic web, multichannel
sales reports, strategic
planning, predictive analytics
are conducted
Level 5 – Optimization
Focus on Responsiveness,
customize cloud applications, Focus on Automation, Utility is
revamp existing applications, a result of commoditization and
employ on-demand public
industrialization
cloud services
© Ayantek, LLC Confidential

9. RECOMMENDATIONS

10. Identify KPI’s
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
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Conduct customer research on use of social media
Segment audiences
Establish KPI’s for social channel
Tighten up site content to speak to customer segments
© Ayantek, LLC Confidential

11. Increase Mobility
 Optimize site for mobile responsiveness
 Utilize web and mobile channel to communicate to small businesses & promote
social channel
11
© Ayantek, LLC Confidential

12. Engage in Trial Campaigns
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
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Leverage LinkedIn premium service to target small business owners
LinkedIn Ads – social media offers
Engage small business organizations to reach audience
Establish analytics to track campaigns
Promote use of Leaf through YouTube or Vine videos (e.g., testimonials)
© Ayantek, LLC Confidential

13. Explore Partnerships
 Explore partnerships with current customers to engage with business (e.g.,
restaurant)
13
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14. Develop a Loyalty Program
 Develop a program wherein customers earn discounts or other value add items
such as points
14
© Ayantek, LLC Confidential

15. Establish Advanced Analytics
 Advanced analytics to measure sentiment - integrated with other marketing
metrics
15
© Ayantek, LLC Confidential

16. Leverage Social Media Platforms
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Leverage social media tools (e.g., HootSuite) to further track campaigns
Mass Relevance to create a unique social experience
GaggleAmp to broadcast company and employee messages
Continuous testing
Modify organization to respond to social media input (e.g., product changes)
© Ayantek, LLC Confidential

17. NEXT STEPS

18. Strategy Roadmap
Phase 1:
Initial Improvements
–
–
–
Identify KPI’s
Increase Mobility
Engage in Trial Campaigns
18
Phase 2:
Expanding Capabilities



Explore partnerships
Develop a Loyalty Program
Establish Advanced Analytics
Phase 3 and Beyond:
Integrated Marketing
Capabilities


Leverage social platforms
Continuous testing and
improvement for all digital
channels
© Ayantek, LLC Confidential

19. THANK YOU!