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10 Questions to

a Social Mediamarketingstrategy..

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Structure…

• Ideally the team goes through each

stage of the process….the 6 C’s, the10 questions and the 15 tactics…

• at the end - you have a social mediastrategy !

• Why such a process?• Social media marketing is a

continuous process – once you startyou can’t stop – planning is even morecritical before beginning

• social media affects many aspects of the business – the whole team goingthrough the process creates better buyin

• avoids ‘planning in a vacuum’

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The 12….

 Number Decision…..

Question 1 Is the rest of the business ready for social media?

Question 2 Which products, markets and customers are we talking about?

Question 3 What internal changes within the business might affect the strategy?

Question 4 What changes in technology will affect your marketing plans?

Question 5 How might changes in the market affect your marketing plans?

Question 6 What area of sales are you hoping to influence?

Question 7: What are your users ready for?

Question 8 What shape is your brand thinking in?

Question 9 How will other channels integrate into your approach?Question 10 Where do you want to be in 12 months time?

Question 11 How and what will you measure?

Question 12 What are your systems for review?

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Question 1:

Is the rest of the business ready for social media?

• SMM is rarely effective if its seen only as amarketing function - Arethe 6 C’s understood?

• Its like a house party –once a good one’sstarted – its hard tostop…

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Business Area Action ReadyHuman resources Do they know who they should be hiring?

Marketing Can mkt cope with the change to continuous, always on marketing

How does the “lick and stick” fit in? (SEO, PPC, existing website etc)Customer service Can it handle the new way of users interacting?How does this activity fit into existing eCRM?

PR Can they manage conversations?Do they have the HR and time capacity?

Product development How well will they collaborate with your users?Are they prepared to incorporate this level of outside involvement?

IT Will they co-operate in upgrading platforms, getting people in the business theright technology (smart phones, wireless internet etc) and eventually managingdatabases and APIs?

Finance Can they react quickly to quick turn around projects?Legal affairs What legal issues are there?

Senior management Are they bought in? Do they understand the long term nature of the endeavour?Does the CEO have a blog?

 A readiness checklist….

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Question 2:

Which products, markets and customers arewe talking about?

• Who are the customers you aretargeting with your social mediastrategy? Do you need differentcustomers? New ones? How doyou segment your customersnow?

• Which products will you focus on?Which are your rising stars? CashCows? Dead ducks?

• In which geographical territories /languages do you want to operateyour strategy in?

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Products

Product Dog Problem

child

Rising

Star 

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Customers

Customer Segment

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Markets

Market Language

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Question 3:

What internal changes within the businessmight affect the strategy?

• Are budgets fo

social media lbe increased /reduced?

• Will you be ab

recruit new peaction the stra

• Who will “ownstrategy?

•

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Question 4:What external factors might affect your plans?

• Social, legal

economic andtechnological

• What new tecis just over the

horizon and rebe adopted

• e.g. augmentereality, semanweb, multi plaonline amin

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Question 5:How might changes in your market affect your plans?

•

• •

What are thecompetition doing?

• What productinnovation ideas areemerging?

• What legal,legislative andregulatory issues arecoming into effect?

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Question 6:What area of sales are you hoping to influence?

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•

•

Question 7:

What are your customers ready for?

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Question 7:

What are your customers ready for?

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•

Question 8: Do you have a clear brand strategy?

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Question 9: Other channels?

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Question 10: Where do you want to be in 12 months time?

•

What budget are youassigning to this?

• Paint a clear picture of thefuture and imagine your brand in it

•

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Question 12:

What are your systems for review?

•

How often will you meetto assess and modify thestrategy (based on newinformation)

• How will you cope withsuccess (and failure)?

• How will this be fed backinto the business?

•