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Framework for building a social media strategy
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Social Media Strategy Framework
INTRODUCTION
SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING
• Marketing in social media is ”PULL” not ”PUSH
• Marketing in social media is slow marketing
• Marketing in social media is engaging content
• Marketing in social media is based on dialogue not
monologue
THE WEB IS GETTING INCREASINGLY SOCIAL…
.. WHICH ALSO EFFECTS PURCHASE DECISION MAKING
Source: McKinsey Quarterly June 2009
THREE MATURITY PHASES
> 25% HAS A DEVELOPED STRATEGY
BUILD THE STRATEGY
It’s not about doing it all
it’s about doing it right!
APPROACH
RESEARCH OBJECTIVES ACTIVITIESDEVICES (SOCIAL
PLATFORMS)
DEVELOPED SOCIAL MEDIA
STRATEGY
Baserat på Marketing Sherpas ROAD map modell
GATHER INFORMATION
RESEARCH
STRUCTURE YOUR RESEARCH
Know Control
FIND YOUR BENCHMARKS
• Establish qualitative & quantitative social benchmarks to understand your position vs competition
# active
Fans &
Followers
Social
activity level
Sentiment
# of
retweets
Share of
voice
CREATE SOCIAL PROFILES
Social Authority
Vocal Minority
Silent Majority
SOME RESEARCH TOOLS
SELECT TARGET AUDIENCE
SET OBJECTIVES AND GOALS
OBJECTIVES
SEGMENT & PRIORITIZE
SET OBJECTIVES & GOALS
Objectives
Goals
Become the No 1
source of inspiration
within home
accessories
Serve our clients
needs where ever
they are
Be perceived as a
trustworthy,
knowledgeable
and supportive
partner
10 000 new customers
Increase reach in target group by
20%
70% of primary segment perceive the company as no 1 in home accessories
Increase CSI by 10%
# of positive
comments on
company brand
& products
# blog posts,
comments,
sharing, linking
Share of voice in
authority
channels
# active Twitter
Followers
# active
Facebook Fans
% Reach in target
audience - #
of touch
points
% Increase in
customer
satisfaction
% Dwell rate –
time spent with
brand
Sales conversion
rate
DEVELOP YOUR KPI:s
ROI
STRATEGIC PLAN
ORGANIZATION
ACTIVITIES
DEVELOP YOUR STRATEGIES
Objectives
GoalsStrategy formulation
Operations
Strategy
Tactics
Become the No 1 source of
inspiration within home accessories
Serve our clients needs where ever
they are
Be perceived as a trustworthy,
knowledgeable and supportive partner
10 000 new customers
Increase reach in target group by
20%
70% of primary segment perceive the
company as no 1 in home accessories
Increase CSI by 10% vs LY
Launch campaign x, y, z in relevant social
media channels
Synchronizing teams and activities
Leverage knowledge within home accessories in social channels
Build relationship with online
authority in our business
Set up distribution of content on YouTube
& Slideshare
Organization to support relationship
Set up relevant tools for monitoring
Processes for analysis and operations
Integrate SM engagement in
overall marketing strategy
Build customer services through social channels
Create support through Twitter &
Create Wiki for user generated
instructions
Train the CS team
Build RSS structure
Promote content on Facebook, Twitter,
Blog,
Organization, Processes, routines & KPIs for follow up
BUILD THE ORGANIZATION
Central
Coordination
- policies
Marketing
Product
Customer
Support
etc
Operations
team
PersonalPersonal
PersonalPersonal
PersonalPersonal
PersonalPersonal
Staff
ARCITECHTURE
PLATFORMS
DEVICES
BUILD YOUR ARCHITECTURE
Site
Keywordoptimized
content
Link structure to conversion
points
Distribution
Newsletters
Our blogs
Our RSS
Otherblogs
Promotion
RSS
RSS
Notification
RSS
Notification
Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”
TRACK PERFORMANCE
Use your web analytics tools to optimize and track ROI
• Inbound traffic source
• Unique visitors from social media channel
• Activity
• Inbound traffic conversion rate
• Converting visitors from social media channel• Activity
BUILD YOUR FEEDBACK LOOP
CASE STUDIES
WINE LIBRARY
+27.000 Fans +6000 Followers
Promotion/Conversation
Content
Distribution
14.000 visningar
Distribution
BORDERS
Promo/Conversation
Content
Sharing
Link to conversion point
Promotion
Distribution
THE FIESTA MOVEMENT
Promotion Distribution
DistributionDistribution
Distribution
Content
IS ENGAGMENT PROFITABLE?
SUCCESSFUL COMPANIES ARE MORE ENGAGED
Mavens
Wallflowers
Butterflies
Selectivies
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
DEFINITIONS
• Mavens:– Engagement in more than seven channels, above average engagement score. Examples
Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement and have made social media a part of their go to market strategy.
• Butterflies:– Engagement in seven or more channels, but have much lower engagement. Examples
American Express and Hyundai. Engage in a few channels, but spread themselves thin. Have not full management buy-in to make the engagement strategic
• Selectives:– Engage in six or less channels, but have a higher than average engagement level.
Examples H&M and Philips. They focus deeply in a few channels and engage when and where it matters most. But, they are lightly staffed with small budgets for execution.
• Wallflowers:– Engagement in just a few channels, lower than average engagement level. Examples
McDonalds. They are cautious about the risks and uncertain about the benefits and engage only lightly in the channels where they are present.
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
ENGAGED COMPANIES ARE MORE SUCCESSFUL!
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?
KEY TAKE AWAYS
RESEARCH
SET TARGETS
DEVELOP STRATEGY ,
ORGANISATION & TACTICAL
PLAN
CREATE ARCHITECTURE
TRACKING & OPTIMIZATION
CONTINOUS REFINEMENT OF
STRATEGY & TACTICS
ROI
CONTACT
Ulrik Zielfelt
+46 70 650 12 68
www.impwell.com
Twitter: Impwell
Facebook: Impwell
Linkedin: http://se.linkedin.com/in/ulrikzielfelt
