the 7 drivers of social media management
DESCRIPTION
The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the seven necessary steps to successfully manage social media activities in a company or for a brand. All pictures/graphs taken/created by the author, except where stated/sourced differently.TRANSCRIPT
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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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@sebinomics