The 7 DRIVERS ofSOCIAL MEDIA MANAGEMENT

@sebinomics

‘thinking beyond status updates and tweets’

Sebastiano Mereu

1) Context2) Objectives3) 3 Ps of Communication

4) Content5) Resources6) Planning7) Monitoring

The 7 Drivers are:

Social Media...?What is

Many definitions to choose from.

☜☜☜☜☜☜☜

...IMHO, it is about this:

The 3 IMPERATIVES of

SOCIAL MEDIA

Telecommunication1st imperative

Interactive Dialogue2nd imperative

Democratization of Information3rd imperative

1) Telecommunication2) Interactive Dialogue3) Democratization of Information

The 3 Imperatives of Social Media:

Driver 1CONTEXT

What is the context of the

story we want to tell?

The INSIDE Analysis:

THE COMPANY

The INSIDE Analysis:

THE COMPANYAnswer 3 Questions:1)

The INSIDE Analysis:

THE COMPANYAnswer 3 Questions:1) Who are we?2)

The INSIDE Analysis:

THE COMPANYAnswer 3 Questions:1) Who are we?2) What knowledge do we have in-house?3)

The INSIDE Analysis:

THE COMPANYAnswer 3 Questions:1) Who are we?2) What knowledge do we have in-house?3) What content is already available or can be created in-house?

The OUTSIDE Analysis:

THE ENVIRONMENT

The OUTSIDE Analysis:

THE ENVIRONMENT

Competitors:

The OUTSIDE Analysis:

THE ENVIRONMENT

Competitors:1) What are they doing online? 2)

The OUTSIDE Analysis:

THE ENVIRONMENT

Competitors:1) What are they doing online? 2) Which channels are they using online?3)

The OUTSIDE Analysis:

THE ENVIRONMENT

Competitors:1) What are they doing online? 2) Which channels are they using online?3) What stories are they telling?

The OUTSIDE Analysis:

THE ENVIRONMENTTarget Audience:1)

Adapted from: The Tanning of America, Steve Stoute

The OUTSIDE Analysis:

THE ENVIRONMENTTarget Audience:1) What distinguishes their mind-set?2)

Adapted from: The Tanning of America, Steve Stoute

The OUTSIDE Analysis:

THE ENVIRONMENTTarget Audience: 1) What distinguishes their mind-set?2) Where do they *e-mingle*?3)

Adapted from: The Tanning of America, Steve Stoute

The OUTSIDE Analysis:

THE ENVIRONMENTTarget Audience: 1) What distinguishes their mind-set?2) Where do they *e-mingle*?3) What needs and wants define them?4)

Adapted from: The Tanning of America, Steve Stoute

The OUTSIDE Analysis:

THE ENVIRONMENTTarget Audience: 1) What distinguishes their mind-set?2) Where do they *e-mingle*?3) What needs and wants define them?4) What characteristics describe our consumer in control?

Adapted from: The Tanning of America, Steve Stoute

Also ask: How do our stakeholders perceive our company or brand?

Perception

Recap:

CONTEXT

> Inside Analysis: Company> Outside Analysis: Environment - Competitors - Target Audience

Driver 2

OBJECTIVESwith Metrics and Return on Investment

how many? how much? what else?

“Measure strategy, not stuff.”

Margaret Francis suggests,

...with these 4 kinds of applied metrics:

>

>

>

> Margaret Francis

...with these 4 kinds of applied metrics:

> Brand Perception

>

>

> Margaret Francis

...with these 4 kinds of applied metrics:

> Brand Perception

> Marketing Efficiency

>

> Margaret Francis

...with these 4 kinds of applied metrics:

> Brand Perception

> Marketing Efficiency

> Revenue Growth

> Margaret Francis

...with these 4 kinds of applied metrics:

> Brand Perception

> Marketing Efficiency

> Revenue Growth

> Support SavingsMargaret Francis

Mrs Francis’ approach makes good

points, but I’m generally a sceptical person. Hence, I rather create or adapt my

own system.

My suggestion...

Adapted EBS Approach

Corporate ObjectivesAdapted EBS Approach

Provide basic direction for activities of an organization in pursuit of its mission.

Corporate Objectives

Marketing Objectives

Adapted EBS Approach

Provide basic direction for activities of an organization in pursuit of its mission.

Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.

Corporate Objectives

Marketing Objectives

Communication Objectives

Adapted EBS Approach

Provide basic direction for activities of an organization in pursuit of its mission.

Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.

Awareness levels, perception, comprehension, attitudes and overall degree of preference for the brand

ROI of Social Media

Why management would allocate resources to social media, according to Olivier Blanchard:

Reason #1: It will result in a cost reduction.

Reason #2: It will generate more revenue.

“Things happen in sequence.”

-Olivier Blanchard

> investment

> action

> reaction

> non-financial impact

> financial impact

> investment

> action

> reaction

> non-financial impact

> financial impact measure ROI here!☜

...with these 4 kinds of applied metrics:

> Brand Perception

> Marketing Efficiency

> Revenue Growth

> Support SavingsMargaret Francis

measure ROI here!

☜

Corporate Objectives

Marketing Objectives

Communication Objectives

Adapted EBS Approach

Provide basic direction for activities of an organization in pursuit of its mission.

Sales-related objectives, such as market share, sales revenues, volumes, ROI, etc.

Awareness levels, perception, comprehension, attitudes and overall degree of preference for the brand

measure ROI here!☜

Recap:

OBJECTIVES

set,> corporate goals> marketing goals> communication goals

Driver 3The 3 Ps of

Social Media Communications

Internet content is static -internet behavior is dynamic

3 approaches to Social Media

Communications:

1) PUSH2) PULL3) PROFILE

PUSHPushing out content to the target audience

...and its three imperative adjectives:

1) anticipated2) personal 3) relevant

PULLTarget audience pulls content on own initiative

PULL Actions to maximize the power of pull strategies:

❑ Provide good content❑ Refresh it often❑ Skip the flash (and Flash)❑ Make it fast❑ Help visitors navigate❑ Optimize for various devices ❑ ...

Basing the brand’s pull strategy on visibility

is the first step for the strategy to be successful.

PROFILEDevelop corporate image and reputation

Think, Trust.

“The number one reason why people don’t listen to you is because they are too busy listening to

their friends! The people they trust.”- Tara Hunt, The Whuffie Factor

Think, Social Capital.[=] the value of social networks, bonding

similar people and bridging between diverse people, with norms of

reciprocity.- Dekker and Uslaner

Recap:

3Ps of Social Media

Communication

PUSH <

PULL <

PROFILE <

Driver 4Social Media Mix:

CONTENT & TOOLS

create original content and/or remix

For business, being good at copying is at least as important as being innovative

7 content marketing tips by Roger Parker:

1) Teach2) Focus 3) Structure4) Efficient5) Consistent 6) Personality7) Leverage

3 Ms of Content:

the approach @sebinomics

MAKE,

MANAGE, and

MARKET

MAKE Content Achieve organic growth by regularlycreating consistent content.

MANAGE Content Use 5 Ws Model: Who/Where/What/How/When

MARKET Content It’s about teaching, not selling. to do:

inform & educatepersuaderemindmaintain contactSource: Service Marketing, Module 11, Edinburgh Business School

Applying the right tools

Source: Picture by douglaswray http://instagr.am/p/nm695/

Source: http://www.briansolis.com/2008/08/introducing-conversation-prism

Driver 5RESOURCES

Financial Resources

A budget for different activities has to be set-up and allocated, if social media

campaigns are to be successful.

Human Resources

Tasks concerning social media activities have to be allocated to at least one manager in

charge. Hybrid positions are possible.

Driver 6PLANNING & SCHEDULING

Planning the production of content

Planning the production of content

LEVEL vs CHASEstrategy

Planning the production of content

a) Level Strategy > Provide content on a regular basis.b) Chase Strategy > Allocate resources according to need of situation.

LEVEL vs CHASEstrategy

Planning the production of content

a) Level Strategy > Provide content on a regular basis.b) Chase Strategy > Allocate resources according to need of situation.

LEVEL vs CHASEstrategy

Scheduling the production of content

Always consider the online behavior of the target audience.

Driver 7MONITORING

“I like the noise of democracy.”

- Pres. James Buchanan

Picture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg

“I like the noise of

the democratization of information.”

@sebinomics

“I like the noise of democracy.”

- Pres. James Buchanan

Picture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg

“I like the noise of

the democratization of information.”

@sebinomics

...but because it’s noisy, particular

attention has to be given to the process

of monitoring!

Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-en/

Use a scorecard to track and analyze your activities

And these are your 7 drivers of social

media management.

let’s recap...

Context

Objectives

3 Ps

Contentand Tools

Monitoring

PushPull

Profile

Corporate

Marketing

CommunicationFeed

back

Mark

eting

Res

earc

h

CompanyEnvironment

Resources

Planning

7 Drivers

The 7 DRIVERS ofSOCIAL MEDIA MANAGEMENT

‘thinking beyond status updates and tweets’

All pictures and graphics taken or created by Sebastiano Mereu, except where stated/sourced differently.

this was:

@sebinomics