The document outlines a social media strategy with the following key points: 1) The strategy identifies goals, timelines, budgets, and KPIs to measure the value and effectiveness of various social media platforms and activities in engaging target audiences like customers, potential customers, employees and building the brand. 2) It proposes using social media to build closer customer relationships through transparency, sharing stories to increase brand familiarity and build customer loyalty. 3) The strategy suggests tailoring messaging and using different social media platforms to engage specific segments like customers, experts, employees and fans. It emphasizes quality over quantity of posts.

1. Social Media Strategy
Claus Alvdahl Hansen
Blog: alvdahl.dk

2. Strategic Framework
Goals
Timeline & Target
Budget Group
Measurement & Value
KPI
Challenge Proposition
Approach &
Platforms Resources
Activities

3. Social Media is Branding
Eroding brand awareness and familiarity.
Especially low penetration amongst people aged <35.

4. Social as a channel
Google is not the only alternative anymore. Social Media is where we
search for brands.
85% are expecting social interaction and conversation with brands.
Most brands has very little mention on social channels.

5. What social media does
Closer Relationships with
Customers
Transparency. Listening, sharing,
engaging.
Brand Familiarity
Tell the innovation and solution
stories behind the brand. 85%
expects interaction with your
brand.
Customer Loyalty
Social dialogue is the best way to
build trust. Brand ambassadors.

6. Social Media creating engagement
Employees
Internal communication using external
channels. Increase employee
engagement. Share posts as brand
ambassadors.
Potential employees
Branding your organization as a place
where the best would want to work.
Management
Grow the business. A place where they
can engage directly with customers and
employees. Gain customer insights.

7. Your target groups
Customers
Post information about how helps
them succeed. Comment and share
information to their friends.
Potential customers
Read your company history. Share
it with friends.
Distributors, NGOs, press etc.
Participate in conversations.
Preferred place to find information
and ask questions to your
organization.

8. Social Media Value Proposition:
“Who we are as a company”

9. A great place to work
Free thinking and
creative, Sharing and
trusting, Optimistic and
high energy, Confident,
Fascinating.
Meet the employees and
tell their story.

10. Amazing Products
Tell the story how
your products were
invented.
How they work.

11. Social Responsibility
How you ensure sustainable, profitable growth.
Stories about your social responsibility.
And also if something goes wrong.

12. Core Capabilities
How you do what you do
best.
The heart of your
company.
How you help others
doing what you do.
History of the your core
capabilities.

13. Megatrends
How your products are
brought to life.
Relate your message to
Megatrends:
Smart Cities, Transportation,
Ageing, Social Business,
Individualized, Authenticity,
Crisis Economy,
Globalization, Global
Warming, Education.

14. It’s communication, not marketing
Share engaging content
People has to feel they get something out of following us.
Increase understanding of what you are.
Take the time to interact
All customer contacts is a potential opportunity.
Take care of your fans
Word of mouth is the number one currency when it comes to
creating publicity. Excite and inspire your audience.
Storytelling
Adding depth and storytelling will ensure high-quality
engagement. Capture the imagination of the next generation.

15. Your approach
Explore and learn
Everything should sound like
your brand. Test and measure
your posts.
Close relationship to Business
Groups Central goes local goes local
No “corporate” messages. Central drives the content, but
content is localized when getting
In-house rather than agency closer to the customer.
We need someone with
knowledge about your Empowering employees
organization. A team of local (and certified)
social media managers.

16. Mapping the 7 Platforms
Printerest Facebook Twitter LinkedIn
Instagram YouTube Google+
Least Most
corporate corporate

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. Quality vs. Quantity

19. Timeline
Communication
HR & Brand
Customer Service
Listen & Respond
Social Selling
Engage & Grow
2013 2014 2015