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Exercises for Workshop 2 'Mastering Social Media Programme' - Social Media Strategy Development
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Mastering Social Media
‘Stop and Reflect’ Exercises
Workshop 2: Social Media Strategy Development
Dr. Jim Hamill Alan Stevenson Vincent Hamill
www.energise2-0.com June, 2011
Mastering Social Media Session 2 Page 2
The following exercises will form the basis of your Social Media Strategy. Please review and complete in
your own time:
Exercise 1: Social Media Vision ...........................................................................................................3
Exercise 2: Social Media Objectives, KPIs and Targets ..........................................................................3
Exercise 3: Customer Mapping and Segmentation Analysis .................................................................5
Exercise 4: Social Media Priorities .......................................................................................................6
Exercise 5: Organisation, People and Resource Issues .........................................................................7
Mastering Social Media Session 2 Page 3
Exercise 1: Social Media Vision Insert here a clear ‘vision/mission’ statement covering your future social media activities. You should
revisit this once you have completed the rest of the exercises.
Exercise 2: Social Media Objectives, KPIs and Targets Use the following template to document your Social Media Objectives, KPIs and Targets. To simplify,
agree your KPIs and Targets for Priority 1 Objectives only, at least initially.
Social Media Objectives
Priority (1 to 3)
KPIs Targets
A. Market/Customer Knowledge & Insight
Market research/knowledge
Enhanced customer insight/ understanding
B. Engagement & Reputation Management
Customer dialogue; engage with and energise key customers and influencers
Customer feedback and comment
Reputation management
C. Enhanced Customer Experience and Loyalty
Improved customer experience
Mastering Social Media Session 2 Page 4
Social Media Objectives
Priority (1 to 3)
KPIs Targets
Building brand loyalty, retention and repeat business
Customer advocacy
D. Sales/Marketing Effectiveness, Efficiency and ROI
Increased sales
Improved marketing effectiveness, efficiency and ROI
Building a ‘Quality Customer’ base – a strong online network of high value, high growth potential customers
Internationalisation
E. Operations/ Internal Processes
Engage and co-create new product development
Use of open source and hosted applications to reduce costs and improve internal operational efficiency
F. Others
Mastering Social Media Session 2 Page 5
Exercise 3: Customer Mapping and Segmentation Analysis Use the following template to undertake a Customer Mapping and Segmentation Analysis
Customer Group
Importance (H/M/L)
Strategic Objectives
Social Media Strategy
Mastering Social Media Session 2 Page 6
Exercise 4: Social Media Priorities Agree the main social media actions and initiatives you need to take to achieve your agreed objectives, taking into account priority customer groups. For each action/initiative, state clearly the overall objective to be achieved, KPIs and targets.
Key Initiative / Actions 1
Overall Objective KPIs Targets
Key Initiative / Actions 2
Overall Objective KPIs Targets
Key Initiative / Actions 3
Overall Objective KPIs Targets
Key Initiative / Actions 4
Overall Objective KPIs Targets
Key Initiative / Actions 5
Overall Objective KPIs Targets
Mastering Social Media Session 2 Page 7
Exercise 5: Organisation, People and Resource Issues In this section you should address the key organisational, people and resource issues underlying a
successful social media strategy. Consider the following:
Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’
Is the right organisational and decision-making structure in place?
Has agreement been reached on resource allocation?
Who will be responsible for your social media activities?
What balance has been agreed between internal and external roles and responsibilities?
Who is the Social Media Champion?
Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
Issue Response
Organisation
Insert here a summary of the key organizational issues that need to be
resolved:
People
Insert here a summary of the key people issues that need to be
resolved:
Resource
Insert here a summary of the key resource issues that need to be
resolved:
