1. [Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
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Social Relationship
Management Lifecycle

2. [Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]
Social Relationship
Management Lifecycle - Discovery

3. [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

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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 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

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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 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

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5. ANALYSE
• Monitor responses
• Track KPIs over time to understand your impact

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Continue the Discovery Process