how to develop social media strategy
DESCRIPTION
A 5-step process for developing an effective social media strategy that is aligned to business and communications goalsTRANSCRIPT
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How to develop
SOCIAL MEDIA STRATEGY
Charlie Pownall
SINGAPORE | 24 February, 2014
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Social media is a strategic imperative
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Social media is not about …
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Or about …
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How social media is being used
Source: Social Media Examiner - 2013
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How social media can be used
Source: McKinsey - 2012
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Social changes behaviour
http://www.flickr.com/photos/zenbythebrush/
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Impacts reputation
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Requires integration
http://www.asmasociebty.org/
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Social media strategy process
DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5
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1. DEFINE
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DEFINE
• Business challenge(s)• Communications challenge(s)
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2. LISTEN
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LISTEN
• Reputation• Share of voice• Influencers• Relationships• Opportunities• Threats
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Understand reputation drivers
Source: Crimson Hexagon - 2012
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Reputation risks
STRATEGIC SOCIETAL TECHNOLOGICAL
OPERATIONAL BEHAVIOURAL LEGAL/REGULATORY
FINANCIAL
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3. PLAN
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PLAN
• Strategy• Audiences• Goals• Metrics• Content• Channels
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-
M
OTIV
ATIO
N
+
- INVOLVEMENT +
Strategy - Brand sociability
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Objectives
Business• Sales• Costs• Loyalty• Innovation• Time to market
Communications• Awareness• Consideration• Transaction• Loyalty• Reputation
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4. ORGANISE
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ORGANISE
• Governance• Risk mitigation/management• Crisis & issues communications• Operating structure• Capabilities• Scalability
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Governance
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Issues escalation
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Crisis communications
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Source: Altimeter - 2012
Operating structure
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5. PREPARE
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PREPARE
• Voice• Messages• Responses• Content• Channels• Activation
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Recap: Social media strategy process
DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5
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QUESTIONS? COMMENTS? SUGGESTIONS?
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CONNECT WITH ME:@cpownallcharliepownall.com