Crafting sustainable social media strategy by Pon Karthikeyan
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Transcript of Crafting sustainable social media strategy by Pon Karthikeyan
Crafting Sustainable Social Media Strategy
Agenda
Author - Introduction
Key Success Factors – Enterprise Collaboration Platform Adoptions
Step 2 – Plan and Deliver
Social Media Maturity Matrix
Step 1 – Develop Strategy
Social media strategy framework
Social Media Tactics – Enterprise Collaboration
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2
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Social Media Tactics – Enterprise 2.0
Social Media Engagement – Critical Success Factors
Author
17+ years of consultancy & senior management experience
Experienced in owning global customer relationship
Academic credentials include masters in business management, PMP, ITIL & Professional level certifications in SAP
LinkedIn contact: de.linkedin.com/pub/pon-karthikeyan-m-b-a-pmp/14/186/998
3 The views expressed in this presentation are strictly the author ´s personal opinion/point of view and should not be interpreted in any way as those of his employer
Pon Karthikeyan
Step 1 - Develop Strategy
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Define Objectives & determine readiness
Determine initiatives & prioritize
People
Organization Structure
Change & learning
Support structure
Key factors for sustainable social media strategy
Processes
Technology
Governance
Risks
Step 2 – Plan and Deliver
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•Connection & interactivity • Innovation management •Content sharing & management •Enterprise & talent management •Productivity & effectiveness
Internal
•Brand awareness •Relationship management • Innovation & creativity •Efficiency & effectiveness
External
Plan
Innovate
Setup Launch
Operate
Plan implementation
Build & Launch Continuous management
CORE AREAS
CORE AREAS
Social media strategy framework
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Define Objectives & determine readiness
Determine initiatives & prioritize •Connection & interactivity
•Innovation management •Content sharing & management •Enterprise & talent management •Productivity & effectiveness
Internal
•Brand awareness •Relationship management •Innovation & creativity •Efficiency & effectiveness
External
People
Org. structure
Change & learning
Support structure
Processes
Technology
Governance
Risks
Step 1 – Develop Strategy Step 2 – Plan & Deliver
Enterprise collaboration
Enterprise 2.0
Social Media Maturity Matrix
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AWARE
LISTEN
COMMUNICATE
SUPPORT
ENGAGE
VALU
E CR
EATI
ON
STAGES OF MATURITY
Social Media Tactics – Enterprise collaboration
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Business Goals Business Drivers Social media opportunities
Opportunity type Social media tactics
Improve productivity and effectiveness
Facilitate exchange of information in workplace eco-system
Capture and record the intellectual capital of the organization
Support the stakeholders in the enterprise eco-system to work together effectively
Implement document & content sharing platform
Facilitate real-time conversation & status updates
Search for know-how & expertise within the company
Capture tacit knowledge of employees & business partners
Tag content, documents & information
Set up collaboration platform with video-conferencing
Enterprise collaboration
Implement internal collaboration platform
Funtionalities/features include;
Document & content management
Instant messaging
Search engine
Employee & business partner profiles
Tagging & book-marking
Video-conferencing
Key Success Factors - Enterprise Collaboration Platform Adoptions
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Think big, start small (Phased approach) Ensure high-level sponsorship & management lead
Develop solutions fit for current operations (build strong use cases)
Well integrated change managment programme
User friendly interface (eg., single sign on, self service capabilities)
Nurture “ambassadors“ in the organization who can evangelise the benefits
Social Media Tactics – Enterprise 2.0
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Business Goals Business Drivers Social media opportunities
Opportunity type Social media tactics
Increase marketshare Create brand awareness
Develop positive customer experience
Access new customer segments
Increase brand awareness through social network channels creating a unique user experience
Improve search engine ranking by developing brand presence on social media channels
Engage with existing customers on social media channels
Monitor social media conversations relating to brands, products/services
Enterprise 2.0 Increase number of comments, likes and bookmarks
Number of mentions compared to peer brands
Number of advocates
Number of mentions by advocates
Reach
Engagement
Ratio of positive mentions against negative mentions
Social Media Engagement – Critical Success Factors
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Creative & compelling content to trigger “inbound marketing“ Gamification approach to generate excitment and to provide an addictive
element to gain engagement Engage emotionally with the audience
Enable customers to actively participate in the development of new products,
ideas thereby creating a sense of brand/product ownership for the customer