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Social Media Strategy - How to build your social business

Kamales Lardi, Lardi & Partner Consulting GmbH 4th October 2013

@kamlardi

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Remember the old days?

‘’Ye Olde CommsHero’’‘’Ye Olde Comms & Marketing’’

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Today with social media, it’s a little different…

Sophisticated

Informed

Tech-savvy

Connected

Interactive

Social Customers

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…but have companies changed?

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Why are there so many disasters?

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Social Media Strategy Framework

Source: LPC point of view, 2012

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Stages of Maturity

Val

ue

Cre

atio

n

• Aware of Social Media but not used for business

• No or only information monitoring

• Aware of Social Media & impact on business

• Monitor relevant online conversations & analyze for key messages

• Able to participate in customer online conversations

• Identified key Social Media channels to communicate brand message

• Brand message tells company story

• Structure to respond to customers set up

• Embedded in existing customer service channels

• Employees actively involved or encouraged

• Actively participating in Social Media

• Contribute value through content

• Social Media channels contribute to strategic objectives

Maturity Assessment Tool:

http://www.lardipartner.com/smma/

Source: LPC point of view, 2012

How ready is your company?

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Create a Social Media Superhero…

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Create a Social Media Superhero…

Strategy & Objectives

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Strategy & objectives

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YourCompany Social Media

Business

value?

Potential vs.

risks?

RoI?

Next steps?

Strategy & objectives

Set-up social media accounts

Get decent followers / likes

Create content calendar

Measure metrics: likes, retweets, views

…. Now what??

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Business Goals

Departmental Goals

Social Media Goals

Social Media Tactics

Social Media Metrics

Strategic Metrics

...but they should be here!

Many companies are here...

Social Media Strategy Funnel

Strategy & objectives

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Strategy & objectives

Social MediaInitiatives

Business Goals

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Create a Social Media Superhero…

Strategy & Objectives Governance & Risk

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Governance & risks

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Create a Social Media Superhero…

Strategy & Objectives Governance & Risk

People & Org Structure

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People & organisational structure

Source: Altimeter Research, 2013

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People & organisational structure

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Create a Social Media Superhero…

Strategy & Objectives Governance & Risk

People & Org Structure Technology & Processes

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Technology & processes

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Create a Social Media Superhero…

Strategy & Objectives Governance & Risk

People & Org Structure Technology & Processes

Content, Engagement & Channel

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Content, engagement & channel

Hubspot – Content Marketing

Use compelling content

Launch contests, competitions & games

Swiss Re – Ourspace

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Content, engagement & channel

Leveraging ambassadors / key influencers

Engage emotionally with audiences

Lancome - YouTube Vloggers

Chipotle – Scarecrow Game

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Become the CommsHero you know you can be…

Strategy & Objectives Governance & Risk

People & Org Structure Technology & Processes

Content, Engagement & Channel

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Thank you

@KamLardi

ch.linkedin.com/in/kamaleslardi

slideshare.net/kamalesn

xing.com/profiles/Kamales_Lardi

lardistrategy.com