Download - The 7 Drivers of Social Media Management
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The 7 DRIVERS ofSOCIAL MEDIA MANAGEMENT
@sebinomics
‘thinking beyond status updates and tweets’
Sebastiano Mereu
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1) Context2) Objectives3) 3 Ps of Communication
4) Content5) Resources6) Planning7) Monitoring
The 7 Drivers are:
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Social Media...?What is
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Many definitions to choose from.
☜☜☜☜☜☜☜
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...IMHO, it is about this:
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The 3 IMPERATIVES of
SOCIAL MEDIA
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Telecommunication1st imperative
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Interactive Dialogue2nd imperative
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Democratization of Information3rd imperative
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1) Telecommunication2) Interactive Dialogue3) Democratization of Information
The 3 Imperatives of Social Media:
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Driver 1CONTEXT
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What is the context of the
story we want to tell?
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The INSIDE Analysis:
THE COMPANY
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The INSIDE Analysis:
THE COMPANYAnswer 3 Questions:1)
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The INSIDE Analysis:
THE COMPANYAnswer 3 Questions:1) Who are we?2)
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The INSIDE Analysis:
THE COMPANYAnswer 3 Questions:1) Who are we?2) What knowledge do we have in-house?3)
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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?
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The OUTSIDE Analysis:
THE ENVIRONMENT
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The OUTSIDE Analysis:
THE ENVIRONMENT
Competitors:
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The OUTSIDE Analysis:
THE ENVIRONMENT
Competitors:1) What are they doing online? 2)
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The OUTSIDE Analysis:
THE ENVIRONMENT
Competitors:1) What are they doing online? 2) Which channels are they using online?3)
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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?
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The OUTSIDE Analysis:
THE ENVIRONMENTTarget Audience:1)
Adapted from: The Tanning of America, Steve Stoute
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The OUTSIDE Analysis:
THE ENVIRONMENTTarget Audience:1) What distinguishes their mind-set?2)
Adapted from: The Tanning of America, Steve Stoute
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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
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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
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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
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Also ask: How do our stakeholders perceive our company or brand?
Perception
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Recap:
CONTEXT
> Inside Analysis: Company> Outside Analysis: Environment - Competitors - Target Audience
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Driver 2
OBJECTIVESwith Metrics and Return on Investment
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how many? how much? what else?
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“Measure strategy, not stuff.”
Margaret Francis suggests,
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...with these 4 kinds of applied metrics:
>
>
>
> Margaret Francis
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...with these 4 kinds of applied metrics:
> Brand Perception
>
>
> Margaret Francis
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...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
>
> Margaret Francis
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...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
> Margaret Francis
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...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
> Support SavingsMargaret Francis
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Mrs Francis’ approach makes good
points, but I’m generally a sceptical person. Hence, I rather create or adapt my
own system.
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My suggestion...
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Adapted EBS Approach
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Corporate ObjectivesAdapted EBS Approach
Provide basic direction for activities of an organization in pursuit of its mission.
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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.
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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
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ROI of Social Media
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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.
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“Things happen in sequence.”
-Olivier Blanchard
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> investment
> action
> reaction
> non-financial impact
> financial impact
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> investment
> action
> reaction
> non-financial impact
> financial impact measure ROI here!☜
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...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
> Support SavingsMargaret Francis
measure ROI here!
☜
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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!☜
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Recap:
OBJECTIVES
set,> corporate goals> marketing goals> communication goals
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Driver 3The 3 Ps of
Social Media Communications
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Internet content is static -internet behavior is dynamic
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3 approaches to Social Media
Communications:
1) PUSH2) PULL3) PROFILE
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PUSHPushing out content to the target audience
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...and its three imperative adjectives:
1) anticipated2) personal 3) relevant
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PULLTarget audience pulls content on own initiative
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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 ❑ ...
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Basing the brand’s pull strategy on visibility
is the first step for the strategy to be successful.
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PROFILEDevelop corporate image and reputation
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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
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Think, Social Capital.[=] the value of social networks, bonding
similar people and bridging between diverse people, with norms of
reciprocity.- Dekker and Uslaner
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Recap:
3Ps of Social Media
Communication
PUSH <
PULL <
PROFILE <
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Driver 4Social Media Mix:
CONTENT & TOOLS
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create original content and/or remix
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For business, being good at copying is at least as important as being innovative
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7 content marketing tips by Roger Parker:
1) Teach2) Focus 3) Structure4) Efficient5) Consistent 6) Personality7) Leverage
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3 Ms of Content:
the approach @sebinomics
MAKE,
MANAGE, and
MARKET
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MAKE Content Achieve organic growth by regularlycreating consistent content.
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MANAGE Content Use 5 Ws Model: Who/Where/What/How/When
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MARKET Content It’s about teaching, not selling. to do:
inform & educatepersuaderemindmaintain contactSource: Service Marketing, Module 11, Edinburgh Business School
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Applying the right tools
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Source: Picture by douglaswray http://instagr.am/p/nm695/
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Source: http://www.briansolis.com/2008/08/introducing-conversation-prism
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Driver 5RESOURCES
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Financial Resources
A budget for different activities has to be set-up and allocated, if social media
campaigns are to be successful.
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Human Resources
Tasks concerning social media activities have to be allocated to at least one manager in
charge. Hybrid positions are possible.
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Driver 6PLANNING & SCHEDULING
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Planning the production of content
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Planning the production of content
LEVEL vs CHASEstrategy
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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
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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
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Scheduling the production of content
Always consider the online behavior of the target audience.
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Driver 7MONITORING
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“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
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“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!
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Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-en/
Use a scorecard to track and analyze your activities
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And these are your 7 drivers of social
media management.
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let’s recap...
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Context
Objectives
3 Ps
Contentand Tools
Monitoring
PushPull
Profile
Corporate
Marketing
CommunicationFeed
back
Mark
eting
Res
earc
h
CompanyEnvironment
Resources
Planning
7 Drivers
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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:
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