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