m08-social media planning and internet strategy

8/13/2019 M08-Social Media Planning and Internet Strategy

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M01 Business Analysis and MBTI Check

M02 Vision, Mission and Goal Transformation

M03 Business Model: Canvas Balancing

M04 Marketing and Positioning: Adaptation Blue Ocean Strategy

M05 FOM Triangle Financial, Operation and Marketing Factor

M06 Team and Leadership-Transformation Leadership

M07 Creativity, Problem Solving and Innovation

M08 Social Media and Internet Strategy

M09 Knowledge Management Strategy for BusinessM10 Inspiration and Motivation

Business Coaching: 10 Coaching Modules


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Note: Assuming your organisation is not yet using social media, or if it is, doesnt

yet have a formal development and management plan in place. Working through

this document will help you create this. Each of the nine steps has its own series of

questions to help clarify your thinking. If possible, try to answer these questions

with a group of colleagues or other stakeholders, in order to maximise input and

ideas.


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The Nine Game Plan

Step 1: Analyse Your Company

Step 2: Analyse Your Audience

Step 3: Assess Your Resources

Step 4: Define Your Objectives

Step 5: Evaluate Your Options

Step 6: Make A Plan

Step 7: Implementation Step 8: Watch And Learn

Step 9: Refine And Improve

Contents


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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE

We started our

journey to the #1

position with 8Mfans

NOVEMBER 2012

85-inch Ultra HighDefinition TV

(UHDTV)

FEBRUARY 2013

We becom the #1brand of Facebook

in Europe

APRIL 2013

Galaxy S4

APRIL 2013

Galaxy NX camera

and ATIV products

JUNE 2013

Galaxy Note 3 and

Gear

SEPTEMBER 2013 Reach 25M fans of

Facebook across

Europe

SEPTEMBER 2013

NOV DEC JAN FEB MAR APR MEI JUN JUL AUG SEP

8,000,000 Fans

17,000,000 Fans

25,000,000 Fans

Case Study: Samsung

Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages

Awarded 'Socially Devoted'


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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE

Case Study: Samsung

Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages

Awarded 'Socially Devoted'


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Top 10 Facebook Brand in Malaysia


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Top 10 YouTube Channel in Malaysia


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INTERNAL

STRENGTH WEAKNESSES

OPPORTUNITY THREAT

EXTERNAL

HELPFUL HARMFUL

Step 1: Analyse Your Company

The basis of any good strategy is to clearly identify and understand the environment in which you are

operating. Start off with a simple SWOT analysis to review your internal strengths and weaknesses andexternal environment opportunities and threats


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Audience Characteristics Interests Influencers

Partners

- Highly engaged

in sector

- Specialised

knowledge

- Best practice

examples

- Latest trends

and research

- Sector heads

- Academic

research

- Sector

research

Coaches

- Passionate

about their

programme

-Specialisedknowledge

- Best practice

examples

- Training and

development

- MyNEF

coaches

- Academic

research

Step 2: Analyse Your Audience

It is important to define and understand the audience groups you want to connect with, and who may be

interested in connecting with you. Youll need to know what they are looking for.


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Question to Think of: managed by one staff member or a group?

how will you encourage other staff members tocontribute?

how often will you need to check your platforms?

how much time will you be able to dedicate toresponding and interacting?

what is your acceptable response time forresponding to questions?

do any staff already have a good understanding ofthe platforms?

Step 3: Assess Your Resources

Remember dont assign social media to the youngest person just because they are familiar with the tools.

Social media requires someone connected across the business and can tap into all the different facets ofyour organisation.


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St 4 D fi Y Obj ti


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Question to Think of: What messages are your audience interested in

receiving?

What questions/challenges does your audience

face and can you assist? Which of your products or services would addvalue for your audience?

How visible is your brand in the eyes of youraudience?

How can you deepen the relationship with youraudience?

Step 4: Define Your Objectives..++

Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your

objectives, it is important to assess the value for the user, not just your organisation.

St 5 E l t Y O ti


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Question to Think of:When deciding which content to feature on yoursocial media platform, consider:

Which topics are most popular on your website?

Which search terms are fans looking for to get toyour site?

What content do you currently have that could beof interest?

What content could we easily access and share?

Step 5: Evaluate Your Options

Even if you never post a single comment, social media tools can still be useful in monitoring and listening to

conversations and comments about your organisation orother relevant subjects.

St 6 M k A Pl


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To identify the best platforms for yourorganisation, think about these questions:

What social media platforms are our targetaudiences already using?

What platforms best suit the types of content wehave available?

How much time commitment is required tomanage this platform?

Is our organisation happy with the terms of serviceof the platform?

How do the platforms fit together?

Step 6: Make A Plan

St 7 I l t ti


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Question to Think of:

Who will check information before it is published?

Who will be responsible for reviewing/monitor the page?

What behaviour will your organisation not tolerate and

why?

Which of your stakeholders can help promote you on

social media?

Which existing tools can you use to let people know

about your sites? For example, your website /

promotional materials.

How can you incorporate social messages into offline

communications activities such as conferences,

events,etc?

Step 7: Implementation

Even if you never post a single comment, social media tools can still be useful in monitoring and listening to

conversations and comments about your organisation orother relevant subjects.

St 8 W t h A d L


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Below is a summary of some of the key tools you may want

to consider for managing your social media platforms andgaining valuable analytics to track your progress

Google Analytics

(www.google.com/analytics) Facebook Insights (www.facebook.com)

Twitter Metrics (www.twitter.com)

Hootsuite (www.hootsuite.com)

Step 8: Watch And Learn

It is important to note that not all benefits of social media can be quantitatively measured Therefore the best

insights come from a combination of measurement tools and an intrinsic understanding of your audience and

content.

St 8 W t h A d L


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Step 8: Watch And Learn...



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Question to Think of:

What is the best time to get the most engagement?

What types of content get the best engagement with

fans?

Are you providing a good mixture of media types(photo, video, links)?

What content tends to elicit negative responses?

Are you following up quickly enough?


New social media tools come into the market all the time. While its important to keep up to date, dont be

tempted to jump on board the bandwagon of the latest tool without going through a thorough assessment

(steps 1-6) to ensure the new tool will adequately meet a need in your organisation.

Notes: Understand Social Terminology


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Facebook Twitter Google+What's on your mind? Whats happening? Share whats new

Comment Reply Comment

Like Favorite +1

Share Retweet Share

Friend List Following/Followers CirclesFriends of Friends n/a Extended Circles

News Feed Timeline Stream

Chat n/a Chat

n/a n/a Hangouts

Tag Mention Mention

Notifications n/a Notifications

# Hashtags (#) #

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Notes: Understand Social Terminology

The following table shows how terminology is used across the three platforms . Terms on each row are more

or less equivalent.

Exercise


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Objective: Market your product using socialmedia.

1. Make a Storyboard

2. Create Blog for: Product Testimonial,Promotion, etc

3. Shoot a Video, Upload to YouTube and linkto your blog

4. Link to Facebook, Promote and GetFeedback

Exercise

In the long history of humankind, those who learned to collaborate and improvise most

effectively have prevailed. - Charles Darwin /1809-1882/

m08-social media planning and internet strategy

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