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Social Strategy

How to design your social strategy july 2009

© Nothing out of this presentation may be copied without permission of the author

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What is social?

Social C’s

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Communicate blogs, podcasts, video blogging, video sharing, photo sharing

Connect social networks, instant messaging, skype, microblogs, sms

Collaborate/Co-create wiki’s, consumer generated content, open source software, mashups

Collect/ Categorize tagging, bookmarking

Collective Wisdom rating sites, wikipedia, social news

Customization rss, widgets, virtual world

Conversation blog response/comments = Community

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Social flower

Source: The Conversation Prism door Brian Solis

1st step: define your goal

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4 main goals

•  Branding •  Engagement •  Traffic •  Customer Support

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Social Marketing results

•  Reach: enlarge reach, visibility

•  Reputation management: follow and influence reputation and brand experience of a/the target group online

•  Engagement: interaction with target groups

•  Innovation: gain new ideas for product innovation through interaction

•  Loyalty: building relationships with customers

•  Acquisition: reach new target groups

•  Sales: additional revenue

2nd step: where’s social activity based?

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Basis of Social strategy

Depending on your goal there can be more departments involved in the social activities like:

•  Marketing •  PR •  Customer Support

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3rd step: allocate budget and fte

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Allocate budget and fte

A social strategy and activity isn’t a one time event but a continous process

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4th step: define your target group(s)

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Define the target group(s)

•  Who is your target group? •  Where is your target group online? •  What are the needs of your target group? •  Where can you add value for your target group?

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5th step: Research social media

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Listen before acting

Research where conversations take place Follow conversations about your brand and products

Learn from these conversations and use this as input for your strategy •  place to become active •  tone of voice

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6th step: become active

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Be STRAIGHT

  Succinct   Transparent  Responsive   Accepting   Insightful  Genuine  Humorous   Timely

Source: Paul Gillin

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Add value

Reach the right person, with the right message, at the right time

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Leading to Personal engagement and relevancy

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7th step: measure, report and optimize

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Optimize your social strategy constantly

•  Measure the results of your social activities according to the set key performance indicators

•  Embed reporting in your organization •  Distribute the results •  Optimize your activities

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Social action plan

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Summary: Social Action plan

1. Define goals + key performance indicators 2. Claim budget and fte for social activities 3. Decide place of social in your organization 4. Research target group(s) 5. Research social media, listen 6. Develop unique content, add value 7. Measure, report and optimize

Bron: http://www.jungleminds.nl

Social Pitfalls

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Why is social difficult?

• Social marketing is a completely different approach to interacting with consumers and customers. True return on investment comes from developing communities, creating content to be shared, and talking and listening directly with consumers instead of just advertising on social media.

• It does not fit into current structures. Multiple departments are involved: marketing, PR, communications, customer support, content production and web development. Who will be responsible for the organization’s social strategy?

• Communities and content are global: Users of social media connect, consume, and share content globally.

• Social media is not a campaign, it’s a permanent approach. Marketing and PR work on short time frames and work with individual campaigns and short term objectives

•  Social activities have no guaranteed results. Social media is a pull medium; usage and interaction is totally dependent on the user choosing to do so

• New metrics. These numbers will always be smaller, but not necessarily any less measure of success.

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Questions?

Astrid Idema astrIDema astrid@astridema.nl 0031870025819 Skype: astrididema MSN: astrid0210@hotmail.com Twitter: astrid0210 Facebook: http://www.facebook.com/astrid.idema