Social media maturity matrix http://www.lardipartner.com/smma/ Social media strategy book http://build-your-social-business.eu/

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Social Media Strategy -How to build your social business
Kamales Lardi, Lardi & Partner Consulting GmbH 4thOctober 2013
@kamlardi

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Remember the old days?
‘’Ye OldeCommsHero’’
‘’Ye OldeComms& Marketing’’

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Today with social media, it’s a little different…
Sophisticated
Informed
Tech-savvy
Connected
Interactive
Social Customers

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…but have companies changed?

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Why are there so many disasters?

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Social Media Strategy Framework
Source: LPC point of view, 2012

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Stages of Maturity
Value Creation
•Aware of Social Media but not used for business
•No or only information monitoring
•Aware of Social Media & impact on business
•Monitor relevant online conversations & analyze for key messages
•Able to participate in customer online conversations
•Identified key Social Media channels to communicate brand message
•Brand message tells company story
•Structure to respond to customers set up
•Embedded in existing customer service channels
•Employees actively involved or encouraged
•Actively participating in Social Media
•Contribute value through content
•Social Media channels contribute to strategic objectives
Maturity Assessment Tool:
http://www.lardipartner.com/smma/
Source: LPC point of view, 2012
How ready is your company?

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Create a Social Media Superhero…

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Create a Social Media Superhero…
Strategy & Objectives

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Strategy & objectives

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YourCompany Social Media
Business value?
Potential vs. risks?
RoI?
Next steps?
Strategy & objectives
Set-up social media accounts
Get decent followers / likes
Create content calendar
Measure metrics: likes, retweets, views




…. Now what??

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Business Goals
Departmental Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
Strategic Metrics
...but they should be here!
Many companies are here...
Social Media Strategy Funnel
Strategy & objectives

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Strategy & objectives
Social MediaInitiatives
Business Goals

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Create a Social Media Superhero…
Strategy & Objectives
Governance & Risk

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Governance & risks

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Create a Social Media Superhero…
Strategy & Objectives
Governance & Risk
People & Org Structure

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People & organisational structure
Source: Altimeter Research, 2013

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People & organisational structure

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Create a Social Media Superhero…
Strategy & Objectives
Governance & Risk
People & Org Structure
Technology & Processes

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Technology & processes

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Create a Social Media Superhero…
Strategy & Objectives
Governance & Risk
People & Org Structure
Technology & Processes
Content, Engagement & Channel

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Content, engagement & channel
Hubspot –Content Marketing
Use compelling content
Launch contests, competitions & games
Swiss Re –Ourspace

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Content, engagement & channel
Leveraging ambassadors / key influencers
Engage emotionally with audiences
Lancome -YouTube Vloggers
Chipotle –Scarecrow Game

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Become the CommsHeroyou know you can be…
Strategy & Objectives
Governance & Risk
People & Org Structure
Technology & Processes
Content, Engagement & Channel

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Thank you
@KamLardi
ch.linkedin.com/in/kamaleslardi
slideshare.net/kamalesn
xing.com/profiles/Kamales_Lardi
lardistrategy.com