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

1

2

3

4

5

6

7

8

9

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

4

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

5

•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

6

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

7

AWARE

LISTEN

COMMUNICATE

SUPPORT

ENGAGE

VALU

E CR

EATI

ON

STAGES OF MATURITY

Social Media Tactics – Enterprise collaboration

8

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

9

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

10

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

11

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