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

Means dialogue

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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