[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
………………………………
Social Relationship
Management Lifecycle
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
Social Relationship
Management Lifecycle - Discovery
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
CURRENT LANDSCAPE
• Assess your current situation with
social activity
• Compare with key competitors
• Gap analysis – what are
competitors doing well?
• Identify resources available
• Clearly state social media goals
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
1. LISTEN
• Create lists of keywords that reflect your business,
industry, brands, services and competitors
• Set up topics for social listening across the web by using
the lists of keywords
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
2. LEARN
• Monitor and analyse social conversations through Key
Performance Indicators
– What are they saying? Where? When? Who? With
what impact?
• Follow up the evolution of conversation sentiments and
content types and recognise trends and gain insights
• Understand how people perceive your brand,
competitors and your campaigns
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
3. ENGAGE
• Respond to customer queries, issues, positive
comments and purchase intentions in social with the
right context and at the right time
• Automate conversation labelling and assignments to
staff to respond
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
4. PUBLISH
• Create engaging content and
start conversations based on the
insights from social listening
• Target and publish great content
• Streamline management by
automating workflows
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
5. ANALYSE
• Monitor responses
• Track KPIs over time to understand your impact
[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
Continue the Discovery Process

Social Relationship Management Lifecycle

  • 1.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] ……………………………… Social Relationship Management Lifecycle
  • 2.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] Social Relationship Management Lifecycle - Discovery
  • 3.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] CURRENT LANDSCAPE • Assess your current situation with social activity • Compare with key competitors • Gap analysis – what are competitors doing well? • Identify resources available • Clearly state social media goals
  • 4.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] 1. LISTEN • Create lists of keywords that reflect your business, industry, brands, services and competitors • Set up topics for social listening across the web by using the lists of keywords
  • 5.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] 2. LEARN • Monitor and analyse social conversations through Key Performance Indicators – What are they saying? Where? When? Who? With what impact? • Follow up the evolution of conversation sentiments and content types and recognise trends and gain insights • Understand how people perceive your brand, competitors and your campaigns
  • 6.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] 3. ENGAGE • Respond to customer queries, issues, positive comments and purchase intentions in social with the right context and at the right time • Automate conversation labelling and assignments to staff to respond
  • 7.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] 4. PUBLISH • Create engaging content and start conversations based on the insights from social listening • Target and publish great content • Streamline management by automating workflows
  • 8.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] 5. ANALYSE • Monitor responses • Track KPIs over time to understand your impact
  • 9.
    [Marketing Decisions ConfidentialProprietary][Marketing Decisions Confidential Proprietary] Continue the Discovery Process