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A Roadmap to Social Media

Strategy Development

Sila Sahverdi, July 2012


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1. Overview - Strategy Development

2. Evaluation of Current Social Media Presence

2.1 SWOT-Analysis

2.2 Current Social Media Presence

3. Target Audience

3.1 Mass-Marketing vs. Market Segmentation

3.2 Market Segmentation4. Objectives

5. Content

6. Social Media Channels

7. Social Media Policy & Guidelines

8. Social Media Plan

9. Integrate Social Media Strategy10. Measure Social Media Strategy

A Roadmap to Social Media StrategyDevelopment

Agenda


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1. OverviewStrategy Development

Set strategic foundation for all social media efforts

A Roadmap to Social Media Strategy Development

ObjectivesTarget

Audience

ContentSocial Media

Channels

Integrate Social

Media Strategy

Measure Social

Media Strategy

Determine

Develop Social

Media Policy&Guidelines

Evaluate CurrentSocial Media

Presence

StrategyElements Customize

Social Media

Plan

Analyze,reevalua

teandadjust

constantly


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2.Evaluation of Current Social Media Presence2.1 SWOT-Analysis


Strengths, e.g.:

- Presence on several social media channels

- Reputation and familiarity

- Company website is prepared for social media attention

Weaknesses, e.g.:- Current social media presence is not maintained regularly

- Lack of consistent and relevant content & interaction withaudience

- No coordinated efforts for existing social media presence ,channels are not strategically integrated

- No ongoing attempt to monitor competitors, relevant industriesand social media developments

Opportunities, e.g.:

- Reach wider audience/penetrate new geographical market

- engage in interactive environment & create dialogue withaudience

- Positioning as expert in field and innovation leader- To be perceived as technologically and socially up to date

- Cost-effectiveness of social media

Threats, e.g.:

- Lack of control over publicly exchanged messages

- Keeping up with continuously evolving social media landscape

- Translate social media engagement into real business benefits

Internal Factors

External Factors

Conduct SWOT-Analysis to evaluate Strengths, Weaknesses, Opportunities and Threats


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2.Evaluation of Current Social Media Presence2.2 Current Social Media Channels

0

500

1000

1500

LinkedinFacebook

Twitter

1325

268

97

61

1510

Social Media Channels by members & activity

Members

Activity 1)


1) Posts, updates per week

Evaluate current Social Media Channels e.g. by measuring current members & activity:


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3.Target Audience3.1 Mass-Marketing vs. Market Segmentation

Definition of Target Audience


Reach the largest audience possible

with generalized content

Deliver highly targeted content that is

relevant to most profitable customer

segments

Mass-Marketing

-Market segmentdifferences are being

ignored

- General social media

strategy for whole market

Market-Segmentation

-division of market intogroups of individual

submarkets with similar

wants and needs

2 Approaches


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Market

Segmentation

Build social media

strategy around target

audience needs and

wants

Geographic

Demographic

Psychographic

Behavioral

Understand target

audience

International?

Countryspecific?

State/region?

Industry?

Sales?

Size?

etc.?

General believes& attitudes?

Corporate culture?

etc.

Social media usage ?

Information search &

evaluation?

Purchase decisions ?

etc

Variables

3.Target Audience3.2 Market Segmentation



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PublicExposure

Grow &

Maintain

Member

Base

Customer

Interaction

& Feedback

Promote

Services &

Events

Reputation

Management

Brand

Building

Community

Building

Define objectives aligned with target audience

Break down objectives into short-term goals and benchmarks

Increase

website

trafficImprove

Search Engine

Ranking

Generate

Leads

4.Objectives


Determine

Objectives


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What is relevant to Target Audience?

What do we want to comm unicate?

News

Free Content

Interaction & Feedback

Promotion of

Services and Events

Promotion of Partners

and Members Services &

Events

Engage with groupmembers/followers (join

conversation, answer

questions)

Ask Audience for feedback(polls, surveys etc.)

Offer free content that is

relevant for target audience:

excerpts of industry reports,

e-books &

whitepapers, webinars etc.

Introduce new additions to service

portfolio

Events: link to website for

registration, event photos, videos

etc.Relevant market updates,

trends & issuesLink to most recent e-

newsletter

5.Content



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current social

media channels

newsocial media

channels

Understand how new social media channels can fit into

social media strategy andif they add value to currentsocial media presence

6.Social Media Channels


Blogs & MicroblogsSocial/Professional

Networks

Mulimedia Content

Sharing

Social

Readers/Bookmarks

Wordpress Linkedin Youtube Digg

Blogger Facebook Slideshare Reddit

Flickr

Twitter

High Time and Effort Required Low

Use social media channels actively to achieve objectives und dispense certain kinds of

content, catered to target audience

Enhance and fully leverage existing social media

channels by extending reach and engagement


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7.Social Media Policy & Guidelines

Review and adjust company policies & regulatory processes that may needconsideration

Create Employee Social Media Guidelines:

- decide whether to leverage personal employee profiles

(ask for employees willful participation in social networks while respecting theirrights or not allow employee access to social media sites)

- clearly state forms of content that are not allowed for posting (profane language,solicitations of commerce, inappropriate and rude comments etc.)

Train & educate employees on use of social media

Define how to share social media policy and other updates with team, departmentor the whole company (e.g. monthly/quarterly reports/presentations)



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8.Social Media Plan

Translate social media strategyinto tactical plan of action, specify:

Timetables

Short-term objectives & actions

Campaigns

Roles and responsibilities

Policies and procedures

Budgets

etc.


Sample Social Media PlanSocial Media Channel: Facebook

Time invested: 2 hour daily

Short-term objectives&actions: - Increase engagement:

Content: 1-2 Posts a day

Responsiveness: reply to comments within 24

hours

-Increase number of Facebook group members :

Encourage members to promote group

Participate in other groups several times a week to

create buzz for own groups

Campaigns: - Questions &answers live chat(moderated) e.g.:

How to successfully enter the US-Market

Roles & Responsibilities: - Social media coordinator:

Oversee & manage social media presence

-Other employees:Provide input & support for social media content

specific to department

Policies & Procedures: refer to Social Media Guidelines

Budget: 0 US$


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9.Integrate Social Media Strategy Create Integrated Social Media Presence across all Social Media Channels:

o publish the same content across all social media channels whenever possible (promote one event simultaneously on

ALLSocial Media Networks)

o Interconnection and mutual promotion of social media channels (refer to Linkedin Campaign on Twitter, post Youtube

videos on Facebook etc.)

maximize exposure, safe time & effort and be consistent

IntegrateSocial Media Presence & Website:

o bring user traffic from social media sites to website and vice versa:

Integrate social media into website:

- Links to social networks placed clearly visible throughout website

- allow visitors to share website content e.g. events, news on their social networks or via email

lead target audience from social media channels to website: convert social media audience into leads and members

make it easy for visitors to stay connected via social media channels

Integrate Social Media Strategy into existing Strategies/Departments, e.g.

o Marketing:

use social media as a PR & marketing communications outlet

o Consulting:

Use social media feedback (polls, surveys) from target audience to adjust/improve service

Communicate service issues communicated through social media channels to team & ensure follow up

Provide customer support through social media channels

o Career Services :post job offers in social media channels


Fully leverage social media capabilities


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10.Measure Social Media Strategy

Measure:

Status: followers, friends, group members , number of posts etc. Engagement activitiese.g. a person commenting on a blog post, liking a

Facebook or Linkedin update, sharing a blog post, re-tweeting messages

Activism: number of people who are affirmatively taking the action that is

suggested, such as sharing a link

Search Engine Optimization (SEO) Number of conversions (e.g. prospect to lead, lead to opportunity)


Measure Social Media Strategy to determine:

Effectivity of social media strategy Strength of online presence

The return on investment (ROI) of social media (time, effort etc.)

Analyze and reevaluate social media strategy based on findings

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