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Mastering Social Media Workshop 2

Social Media Strategy Development

Dr. Jim Hamill Alan StevensonVincent Hamill

www.energise2-0.com

June, 2011

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Focus

Key issues in developing, implementing and managing

a successful social media strategy

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Key Questions to Address

• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from

social media? Are these fully aligned with and supportive of your overall business goals and objectives?

• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?

• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?

• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?

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Key Questions to Address

• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?

• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?

• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What

balance has been agreed between internal and external roles and responsibilities?

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Key Questions to Address

• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in

place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

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Agenda

• Quick recap of Workshop 1

• Social Media Strategy Development

• Action Plans for Successful Channel Development (W/shop 3)

• ‘Stop and Reflect’ Exercises

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Quick Recap on Workshop 1

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What is Social Media?

Web 2.0/Social Media

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Business Impact

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

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Key Things to Rememberabout Social Media

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Key Things to Remember

• It’s social• Power shift• Declining effectiveness of traditional approaches• Pull v push• New ‘mindsets’ are required• SM ‘winners’ and ‘losers’• New performance measures• Social media monitoring tools • The need for new business/marketing models

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Performance Measurement

Involvement – network/community numbers/quality, time spent, frequency, geography

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Insight – customer insight Impact – business impact

Social Media Monitoring Tools –Audit, Assess, Impact

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The ‘6Is’ Approach

Insight and Impact

Involvement

InteractionIntimacy

Influence

13

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‘Social Media Planning Pays’

Key Steps in Developing, Implementing and Managing a Successful Social Media Strategy

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Social Media Development Cycle

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SM Development Cycle

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Each Step is being covered in detail on our blog at www.energise2-0.com

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Five Key Areas

• External Analysis: Evaluate Your Social Media Landscape• Internal Analysis: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans for

‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues

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Develop Your Social Media Strategy and Action Plans for ‘Getting There’

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Use a Simplified Balanced Scorecard

• Will ensure that the social media actions and initiatives you take are fully aligned with and supportive of your overall business goals and objectives; that KPIs are agreed for monitoring and evaluating social media performance, business impact and ROI; and all key success factors are considered, especially the organization, people and resource aspects critical to successful strategy implementation

• A Scorecard approach can also be very useful for internal and external communications – a simple framework to present social media goals, objectives, key actions and initiatives to colleagues, partners and other stakeholders

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Social Media Balanced Scorecard

• Not ‘paralysis by analysis’. By providing an agreed framework to follow, the Balanced Scorecard considerably speeds up strategy development and implementation

• The steps involved can be captured in a Social Media Strategy Map

• Five key questions to address……

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Social Media Balanced Scorecard

• What is the overall social media vision for your organization?

• What are the key objectives and targets to be achieved?

• Who are your customers?

• Key Actions and Initiatives

• Organisation, Resource and People Issues

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Social Media Strategy Map

Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective

Strategic Objectives KPIs / Targets

KPIs / Targets KPIs / Targets

KPIs / Targets

Customer Group 1

Customer Group 2

Customer Group 3

Customer Group 4

2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions

2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions

Organisation People Resource

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A Practical ExampleJacobite Cruises

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www.jacobitecruises.co.uk

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www.jacobiteblog.com

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Social Media Vision

Building on existing progress, to leverage the full potential of social media for supporting sustained business growth through establishing a strong online network of high value, high growth potential customers (repeats and referrals) who become ‘brand advocates’ for Jacobite Cruises – ‘engage and energise’

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Objectives (Priority 1)

Increase sales, especially in off-peak periods (non-summer months and certain times during the day in peak periods)

Build customer loyalty, repeat business, referrals and ‘advocacy’ (quality customer base, quality online network of high value, high growth potential customers, engage and energise)

Improve marketing effectiveness/efficiency Achieve internal process efficiencies and cost savings Increase ROI and profitability

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Objectives (Priority 2 and 3)

Priority 2

• Reputation/brand management

• Channel for customer feedback/comments

• New product development/co-creation

• Improve the online customer experience and the customer journey

Priority 3 Objectives

• Improved customer/market knowledge and insight

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KPIs and Targets

Agreed at 3 main levels:

• Individual Channel Performance – each social media channel provides relevant stats e.g. Facebook Insights, Klout for Twitter

• Overall Buzz – measured using Social Media Monitoring Tools

• Business Impact – measured using a ‘hybrid’ approach

Relate to the ‘6Is’ Model

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Customer Segmentation

Priority 1 Customers

• Independent travellers /’walk-up’ customers

• Day Trippers

• Tour operators (mainly German, Spanish)

• Overseas students (Chinese and others) studying in the UK

• B&B / Accommodation providers

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Key Social Media Actions & Initiatives

• Web site• Develop a new Jacobite Blog• Further development of existing ‘proprietary’ social media

channels i.e. facebook, twitter, linkedin etc• Proactive participation in ‘external’ forums/groups• Medium to longer term - Podcasts/vodcasts; Apps; Location

based services; Groupon• The use of Web 2.0/Social Media to improve internal process

efficiency (cost savings)

• Also – more recently – a social media viral campaign focused on overseas students in the UK

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‘Stop and Reflect’ Exercises

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Exercise 1: Social Media Vision

Agree a clear ‘vision/mission’ statement covering your future social media activities

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Exercise 2: Objectives, KPIs and Targets

Using the template provided, document your Social Media Objectives, KPIs and Targets

Focus on Priority 1 objectives only

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Exercise 3: CMSA

Use the template provided, undertake a Customer Mapping and Segmentation Analysis

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Exercise 4: Social Media Priorities

Agree the main social media actions and initiatives you need to take to achieve agreed strategic objectives (Exercise 2), taking into account priority customer groups (Exercise 3)

For each action/initiative, state clearly the overall objective to be achieved, KPIs and targets

Ensure that the key actions and initiatives you have agreed are fully aligned with and supportive of your agreed

objectives and customer groups

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Exercise 5: Organisation, People, Resources

Use the template provided to agree organisational, people and resource issues critical to future social

media success

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Organization, Resource and People Issues

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Organization, Resource and People

• Organisation, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below …..

• Your ‘Social Media Strategy Document’ should contain a section that covers the following issues…..

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Organization, Resource and People

• Roles, responsibilities and resources– In-source roles and responsibilities– Out-source roles and responsibilities– Role of the Social Media champion– Social media decision-making and control structures – Resource plans– Organizational culture and ‘mindset’

• Policies and guidelines– Social Media Proper Use Policy– Social Media Content Guidelines– Social Media Channel Guidelines – Customer Response Policy and Guidelines– Employee Response Policy and Guidelines– Legal aspects to the above

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Thank You

Questions

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Continue the discussion at

www.energise2-0.com

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www.energise2-0.com