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http://emagine‐group.com Experience Focused, Socially Active, Digitally Enabled Building A Social Strategy Getting The Plan Right

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The 14th lecture in the IGRM course plan. This lecture covers how a social strategy is created and the things that need to be watched for.

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Page 1: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

BuildingASocialStrategyGettingThePlanRight

Page 2: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

“Ifitdoesn’tsell,itisn’tcreative”‐DavidOgilvy

Page 3: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Toomanycompaniesjumpintosocialmedia,butfailtoplan

properly.

Page 4: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Theydon’tengagewiththeircustomers.

Page 5: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Theyliketheidea,butfailtoimplementitcompletely

Page 6: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Theyfailtogetreadyinternallycausingthemtofailexternally

Page 7: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Tobesuccessfulusingsocialtechnologies,companiesmustfirstprepareandaligninternalroles,

processes,policiesandstakeholderswithbusinessobjectives

Page 8: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Addingsocialtobusinessisaprofoundchangethatimpactsalldepartmentsintheorganizationin

differentways

Page 9: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

StartWithResearch

Page 10: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Rule1–Don’tFondleTheHammer

Page 11: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

FocusontheCustomers  Runwhenyouhear“TwitterStrategy”or“FacebookStrategy”

–thisputsthecartbeforethehorse  Focusonhowyou’llunderstandthecustomers  Thenchooseabusinessobjective

Page 12: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Socialgraphics

Page 13: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

DevelopYourCustomerProfile

Page 14: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

SocialgraphicsBringsYouIntoAction  Whereareyourcustomersonline?

–  Don’taimlesslyapproachsocialnetworkswithoutknowingiftheyarethere

  Whatareyourcustomers’socialbehaviorsonline?–  Tellsyouwhatsocialfeaturestoaddtoyourbrand

communications  Whatsocialinformationorpeopledoyourcustomersrelyon?

–  Iftheyrelyontheirfriends,facilitateamarketingprogramthatencouragescustomerstosharewiththeirfriends

  Whatisyourcustomers’socialinfluence?Whotruststhem?–  Ifyourcustomersaretrustedbyothers,highlightyour

customersinfrontoftheircommunity  Howdoyourcustomersusesocialtechnologiesinthecontextof

yourproducts/services?– Understandhowcustomersusethesetoolsinresearchingnew

products,decisionmakingandsupport

Page 15: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

EngagementPyramid

Page 16: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

EngagementPyramidData

Page 17: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Watching  What?

– Consumecontentonly• VisitSocialNetworkingSites• ReadBlogs• WatchVideos• ListentoPodcasts

  Why?– Seekingsocial‐createdcontenttohelpwith:• Decisionmaking• Learningfrompeers• Entertainment

Page 18: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

HowtoEngage?  Understandthecontentthattheyarecurrentlyconsuming  Berelevant–whatdoyourcustomerswanttoread,watchor

hear?  Createcontentthatengageswatchingbasedonexisting

habits

Page 19: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Sharing  What?

– UpdatestatusonsocialsitesorTwitter– Upload/Forwardphotos,videos,articles,etc.

  Why?– Wanttoshareinformationtheyhavewithpeersanddemonstrateknowledge

Page 20: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

HowtoEngage?  Simplifyandinnovatesharingtools  Advancedbrandsshouldlookataddingsharingtoolbarsto

theirwebsites  Announcerecognitionandrewardsforthosewhoshare  IntegrateFacebook,LinkedInandTwitterConnectfeatures

thatallowpeopletosignintoyoursitewiththeirexistingsocialprofiles

Page 21: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Commenting  What?

– Respondtoothers’content• Commentonblogsornewsstories• Reviewandrateproducts

  Why?– Activelyparticipate,support,orcontributeideas/opinions

Page 22: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

HowtoEngage?  Addcommentingfeaturestoeverypageofyourwebsite  Developacommunitypolicy  Fosteranopenandfriendlyenvironment  Discouragespammersandtrolls  Seekcommunityvendorstoprovideadditionalfeaturesand

traffic

Page 23: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Producing  What?

– Createandpublishtheirowncontent  Why?

– Wanttoexpresstheirindividualidentity– Sharetheirowncontent– Beheard– Berecognized

Page 24: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

HowtoEngage?  Becomeaplatformforthevoiceofyourcustomers  Providepublicrecognitionformosthelpfulcommunity

members  OfferSponsoredDiscussionswithotherbrandsthatyour

communityisinterestedin

Page 25: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Curating  What?

– ModerateorareheavilyinvolvedinonlinecommunitieslikeWikipedia,Facebookfanpagesordiscussionboards

  Why?–  Investedinsuccessofaproduct,serviceorcommunity– Wanttogiveback– Wanttoberecognized

Page 26: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

HowtoEngage?  Relyonthemastrustedadvisors,considerthemnon‐paid

partners  Identifyinfluencersorcommunitybuilders,recognizethem

publicly

Page 27: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

CommunityDynamics

Page 28: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

DoaMarketAnalysis

Page 29: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

PerformASocialAudit  Whatisyourcompanycurrentlydoinginthesocialspace?

Whatareyouremployeesdoing?  Identifyinternalexpertsthatcanoverseeyoursocialstrategy  DON’T–thinkofsocialasonlyGenY–itwillbeamassive

mistakethatwilltakealongtimetorecoverfrom

Page 30: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

BuildYourProcessesProcessesSurviveWhileEmployeesLeave

Page 31: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Rule2–Livebythe80%Rule

Page 32: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

GetYourCompanyReady  Treatsocialsuccesslikelaunchinganewproductorservice  80%ofsuccessisgettingyourcompanyready–only20%is

aboutthetechnologies  Youcan’tloveyourcustomersuntilyouloveyourself

Page 33: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

ThinkCrisisManagementPlan

Page 34: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Page 35: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

WorkOutYourOrganizationalModel

Page 36: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Centralized

Page 37: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Organic  OrganicGrowth  Authentic  Experimental  Notcoordinated

Page 38: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Coordinated Onehubsetsrules,bestpractices,procedures

 BusinessUnitsundertaketheirownefforts

 Spreadswidelyaroundtheorganization

 Takestime

Page 39: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

MultipleHub&Spoke“Dandelion” SimilartoCoordinatedbutacrossmultiplebrandsandunits

Page 40: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Holistic“Honeycomb” Eachemployeeisempowered

 UnlikeOrganic,employeesareorganized

Page 41: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

PoliciesGetYourCorePoliciesReadyorSuffertheConsequences

Page 42: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

RequiredPolicies  Disclosure/EthicsPolicy–setsthetermsofrelationshipwith

usersandrequiresthosewhoworkforthecompanytodisclosetheirrelationship

  SocialMediaPolicy–Definewhen,howandwhereyouremployeescanengagewithsocialmedias(setstherequirementoftraining)

  CommunityPolicy–Setstheboundariesforitsparticipantsonsocialmediaplatformsrangingfromblogs&websitestoFacebook&twitter

Page 43: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

PrepareYourResourcePoolMakeSureEveryoneKnowsWhatTheyAreDoing

Page 44: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Rule3–CustomersDon’tCare

WhatDepartmentYouAreIn

Page 45: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Page 46: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Page 47: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

CustomersDeserveaHolisticApproach

  WithSocialTools,everyemployeecantalktocustomersandprospects

  Thiscouldcreateconfusionwithclients  Newsystemswillbeneededtocentralizedatasocustomers

haveaholisticexperience

Page 48: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

SocialCRMHelpsCompaniesCatchUp  ConnectstheSocialWebwithexistingCRMSystems  EnablesBrandstobettermanagerelationships

– Catchleadsinreal‐time– Allowforbetteraccountmanagement– Anticipatecustomerneeds

Page 49: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

18UseCasesofSocialCRM

Page 50: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

ButNotAllofThemAreMarketReady

Page 51: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

EducateYour

Employees

Page 52: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

MakeSureYouHaveaSocialStrategist&CommunityManager

Onboard

Page 53: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

PickTheRightAgency  Thereareahugenumberofagenciesthatcallthemselves

Digital,butherearesomerulestotestthemwith  Testtoseethattheyfocusonrelationships,notcampaigns

– Campaignsarelimitedadventures,relationshipsmustlast  Askwhentheyfailedatsocialmediaandwhattheylearned

– Onlyhireagencieswith“scartissue”  Leveragetheagencytotrainyouonallthingssocial

– Enablefast,concertedentryintothemarket  Bewaryofagenciesthatwanttocraftyourstrategy–only

youcandothat– Beespeciallywaryofagenciesthatdraftstrategydocumentsbasedonaseriesofinterviews

Page 54: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

GetYourStakeholdersOnboard  Executives–approvaltomoveforward,budget,andallocate

resources  Communications–whatskillswilltheyneedtolearnor

unlearn?  Employees–howwilltheybetrained,armedandsupported?  Legal–howwilltheyprotectemployeesandthecorporation?

Willtheyneedtocreatenewpoliciesandguidelinesfortheinitiative?

Page 55: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Analytics

Page 56: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Makesuretocalculateyour

SocialReadinessScore

Page 57: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Rule4–RealTimeIsn’tFastEnough

Page 58: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

UnderstandingTheDigitalFramework

Page 59: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Page 60: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

Page 61: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

BrandsCanBuyDigitalMedia

Page 62: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

BrandsCanOwnDigitalMedia

Page 63: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled

ButBrandsMustEarnSomeMedias

Page 64: Building a Social Strategy

http://emagine‐group.com ExperienceFocused,SociallyActive,DigitallyEnabled


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