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strategic approaches to social Media. Framing Social Media for clients and frameworks for planning. Due Today. Chapter 1 & 2 of the Groundswell and responses on your blog 3 Examples of Social Media Policies. Social Media Policy. PEOPLE + RULES + GUIDELINES - PowerPoint PPT Presentation
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STRATEGIC APPROACHES TO SOCIAL MEDIAFRAMING SOCIAL MEDIA FOR CLIENTS AND FRAMEWORKS FOR PLANNING
DUE TODAYChapter 1 & 2 of the Groundswell and responses on your blog
3 Examples of Social Media Policies
PEOPLE + RULES + GUIDELINES
A social media policy is a dynamic document that sets the guidelines for online engagement for designated or defined people within an organization, business or institution. It should reflect the company or client culture & values, anticipate audience engagement, prevent and respond to communications crisis through the social web.
SOCIAL MEDIA POLICY
FRAMING SOCIAL MEDIA FOR CLIENTSHow do your clients understand social media?
It’s not about the tools. It’s about the relationships you build.
As a strategist, you are working as a problem solver for your client
PROBLEM SOLVING1. Identify the problem first2. Assess the situation3. Develop a plan of action4. Acquire the tools to fix the problem5. Execute your plan6. Test your results
SOCIAL MEDIA & PRDevelop your own philosophy and use metaphors to provide contexts
PREPARE YOUR CLIENTS FOR SOCIAL MEDIA1. Know what to wear: Prepare your message and define
channels of communications based on the social situation.
2. Know who you want to engage: Understand the difference between key social influencers, niche groups and their roles.
3. Interact with audiences: Audience communication involves both listening and conversing.
4. Develop relationships: It’s not all about a popularity content, it’s about engagement and developing meaningful relationships with audiences.
5. Develop and nurture your influence through engagement and relationship building.
THE SOCIAL TECHNOGRAPHICS PROFILE
Knowing who to engage and where…
1. Creators2. Conversationalists3. Critics4. Collectors5. Joiners6. Spectators7. Inactives
Most Influential {Organizers {The Majority {
Requires more time and knowledge of tools
http://empowered.forrester.com/tool_consumer.html
THE SOCIAL TECHNOGRAPHICS PROFILE
THE SOCIAL TECHNOGRAPHICS PROFILE
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-APeopleObjectives & GoalsStrategyTools & TacticsAdapt & Analysze
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-APeopleWho do you want to engage?
What are they ready for?
Where are they?
What are they doing?
What are they talking about?
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-AObjectivesWhat do you want to accomplish?
What are the steps?
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-AStrategyWhat will change if you are successful with your objectives and goals?
How will your public relations change?
What will be your path?
How will you get there?
What are the steps?
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-ATools & TacticsWhat platforms will you use?
How will you use them?
How will you prioritize them?
What will be achieved?
5 STEPS FOR DEVELOPING YOUR SOCIAL MEDIA PLAN: P-O-S-T-AAdapt & AnalyzeWhat are the indicators of success?
What are your metrics?
What are you trying to measure?
What needs to change?
What are your next steps?
Listen Collecting info and insights through conversations
Talk Building relationships by creating and participating in conversations--direct engagement
Energize Rallying key supporters towards an action or cause
Supporting Allowing supporters to help each other
EmbracingBuilding authority
tools
time
5 KEY SOCIAL MEDIA OBJECTIVES
Q: HOW DO WE DETERMINE OUR OBJECTIVES & STRATEGIES?A: By determining our client’s business goals
SOCIAL OBJECTIVES
Listening
Talking
Energizing
Supporting
Embracing
BUSINESS GOALS
Research
Marketing
Sales
Support
Development
SOCIAL STRATEGIES
Monitoring
Conversing
Rallying
Sustaining
Nurturing
Q: HOW DO WE DETERMINE SPECIMEN’S SOCIAL MEDIA OBJECTIVES & STRATEGIES?A: By asking Ian about his goals business goals
SOCIAL OBJECTIVES
Listening
Talking
Energizing
Supporting
Embracing
BUSINESS GOALS
Research
Marketing
Sales
Support
Development
SOCIAL STRATEGIES
Monitoring
Conversing
Rallying
Sustaining
Nurturing
People Objectives& Goals Strategy Tools
& TacticsAdapt & Analysis
Business Goal:
To increase sales of current product on the market
Social Media Objective:
?
REVIEW• Understand your client’s perspective and provide a
framework for social media• Develop your own philosophy and use metaphors to help
communicate your ideas about social media• Social Technographics Profiles help you determine who
and how you will engage with online audiences• The P-O-S-T-A 5 Step Method will help you begin creating
a social media plan• Understand that your plan begins with your client’s
business goal and can be mapped out using the 5 key social media objectives and strategies.
HOMEWORK ASSIGNMENTSDue Next Week:Read Chapter 3 of the Groundswell and provide a response on your own blog. Email me the link to your response
Complete your Client Agreement Form
Due Today:Blog Response to Chapters 1 & 2
3 Examples of Social Media Policies
