Social Media Process

February 2012 update

v04

Social Media = Engagement Media

Social Media Scan

Social Media Concepts

Social Media Mix

Mediaplanning

Social Media Guidelines

Storytelling

Social Campaigns

Platform Development

Community Building

Content Creation

Social media Activation

Social Customer Service

Webcare

Werving, Selectie & Detachering

Community Managers

Social Media Training

LinkedIn Workshop

Twitter Workshop

Webinar

Strategy

1Community

Management

2Social Media

Services

3

Social Media

Strategy

Concepting

Social Media

Guidelines

Social Media

Activation

Webcare

Customer Service

Social Media People

Social Media

Education

Social Media

Meetups

Introducing…; Engagement Media

Social Media Scan

Social Media Concepts

Social Media Mix

Mediaplanning

Social Media Guidelines

Storytelling

Platform Development

Community Building

Content Creation

Social media Activation

Social Customer Service

Webcare

Reputation Management

Werving, Selectie & Detachering

Community Managers

Social Media Training

LinkedIn Workshop

Twitter Workshop

Webinars

Strategy

1Community

Management

2Werving, Selectie

& Interim

3

Social Media

Strategy

Concepting

Social Media

Guidelines

Social Media

Activation

Webcare

Customer Service

Social Media People

Social Media

Education

Social Media

Meetups

Social Media Process 8 steps

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

Define

Social Media Planning Process

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

Social Media Monitoring; what is your audience talking about?

Towards what direction is the conversation going?

How does your audience participate?

Is it possible to facilitate or engage conversations?

Engagement Level Analysis

Is your market communitable?

Is there a (power) shift in you business?

Listen Analysis

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Target Group(s)

How has customer behaviour changed?

User type?

Social Media Ambassadors

Influencials in your industry

What goals do we have?

What is your target?

Sales funnel.

Life Cycle.

What problem are we solving?

Goals

Social Media Planning Process

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

What will we engage in?

Are you a thought leader?

What content do we have to facilitate?

Is the concept inspirations for your audience?

What does our ideas & concept cost?

Resources?

KPI’s: #followers, leads, orders, friends, views, comments?

Return On Investment?

Domain KPI’s

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Social Media Planning Process

Analyse Identify Platforms Content

What type of community?Network, Knowledge sharing, Collaborative?

Build your platform?

Exisiting platforms?Key platformsFacilitating platforms3rd Party platforms

Make or Buy?

Vendor selection!

Content Management System?

Reporting? What functionality does it need?

Webcare options?

Make or Buy?

Routing & Escalation process

Community? Social Media Mix Tools

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Resources Activate Engage Evaluate

Social Media Planning Process

Analyse Identify Platforms Content

Tone of Voice

Content format

Brand values

Frequency of messages

Themes

Tagging

What type of content matches our strategy?

(digital) Storytelling?

5C’sCurator CommentCommunityCreativeCombination

General

For Partners / Vendors / Customer / Supplier

Disclosure Policy

Personal Blog Policy

Password Policy

Format Content Type Guidelines

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Isbn: 0-07-162574-7: Get Content, Get Customers, McGrawwHill, Joe Pullizi & Newt Barrett, B.E.S.T. forumula p. 27

Resources Activate Engage Evaluate

Social Media Planning Process

Resources Activate Engage Evaluate

Talent development?

Community Manager?

Web editor?

Customer Service?

Insource or outsource?

HR involved.

Skills & Competences

Technical

Features

Implementation proces

Procedures

Culture of Change

Attitude

Corporate or departmental budget?

Marketing, pr, development, communications?

Budgetting & ROI

Reporting follows money!

Service Level

People Organisation Money

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Analyse Identify Platforms Content

Social Media Planning Process

Resources Activate Engage Evaluate

Seo

Sea

Platform Advertising

Blogvertisiging?

Find & Connect

Structure your conversation!

Social Media Planning

Creativity

Integrate in existing (marketing) effords

Posting

Commenting

Conversate

Listening

React

Webcare

Reach Programming Activate

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Analyse Identify Platforms Content

Social Media Planning Process

Resources Activate Engage Evaluate

Responsiveness level?

Facilitate 4 R’sRatingRankingReccomendationsReviews

Improve

Crowdsourcing

Crowdfunding

Microtasking

Open innovation

Engagement Sourcing

Proactive

Honesty

Authenticity

Escalation process

Reputation Crowdsourcing Do’s & Dont’s

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Analyse Identify Platforms Content

Social Media Planning Process

Analyse

Resources Activate Engage

Identify Platforms Content

Evaluate

Social Media Monitoring

Opinion Mining / Sentiment Analysis

KPI Reporting levels

Does our plan match the needs of our target group?

Toward what direction are discussions going?

Does the particpation level of our audience change?

Harvest

Keep

Grow

Exit strategies

Crisis Communication

Busines modelling?

Reporting Evaluate Next steps

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