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Social Media Program Framework + Template Russ LeFevre

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A cookbook / how-to guide, for industry and product marketers, including framework, governance and template for developing a social media plans.

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Page 1: Social media program framework   template   slideshare

Social Media Program Framework +

Template

Russ LeFevre

Page 2: Social media program framework   template   slideshare

© 2011 SAP AG. All rights reserved. 2 Internal

Social Media Supports Transformation

2. Humanize the

SAP Brand

5. Tighten Links to

the Business

4. Develop Pull

Marketing

3. Invest in

People

1. Simplify

Marketing

Simplify our operating platform to minimize inefficient spend

and allow people to be more productive.

Stretch and extend company brand to touch people by

reaching new audiences, delivering tangible benefits,

building trusted relationships, and inspiring advocacy.

Increase credibility and relevance of marketing in driving go-to-

market by developing enthusiastic marketers with the tools

and knowledge to succeed

Shift mentality from helping the field sell to helping people

buy, aligning with purchasing trends in the market and

evolving the experience to allow people to interact when,

where, and how they choose.

Tighten our connections to both development and customer

operations, and run Marketing as a ROI driven business to

better impact revenue and profitability.

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© 2012 SAP AG. All rights reserved. 3

Project Team

Project Lead

Co-Lead

Steering Committee

Global Marketing

Social Media Marketing

Solutions Management

• Review the governance and operational guidance

of the Project Team

• Contribute the perspective of the team you

represent

• Evangelize the strategy / plan

• Provide content themselves „lead by example“

• Monitor and review project progress and results,

suggest improvements / adjustments

• Champion for additional resources & support if /

as needed

• Provide / contribute content to social media

channels

• Evangelize the strategy / plan

• Primary industry content provider and coordinator

• Owner of social media strategy and execution

plan

• Take appropriate actions against project status

and results

• Evangelize social media channels

•Portfolio Marketing

•Positioning & Messaging

•Etc….

Content Providers

• IBU Directors

• IBS Industry Leads

• …

Social Media

Strategy / Content

Leads

• Industry Marketing

Directors

• Establish strategy, develop and disclose program

plan, coach teams, monitor / manage progress,

enact process improvements, disclose results

Social Media Strategy Stakeholder Map

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© 2012 SAP AG. All rights reserved. 4

Use Centrally Created Industry Template to Accelerate

Your Social Media Strategy

Template Look for this label

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© 2012 SAP AG. All rights reserved. 5

Content

1. Social Media Overview

2. Social Media – Industry Example & Level of Effort

3. Step-by-Step Approach, Best Practices & Template

4. Community & Resources

5. Contacts & FAQ„s

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© 2012 SAP AG. All rights reserved. 6

Example 1 - Wholesale Distribution Industry

Developed: Used “POST” and “Crawl-Walk-Run” methodologies.

Led by Industry Marketing with strong involvement from field and

IBU teams

Funding: Zero marketing program funds used

“Build” Level of Effort for Industry Marketing Lead: Medium

Channels Leveraged – Blogs on SAP.com, Twitter, Facebook

Highlights:

1 sales lead from our Blogs – “pull marketing” at its best!

> 625 Facebook friends

> 210 Twitter followers

KLOUT score jumped from 21 in August, 2011, to 46 by end of

February, 2012

Links here: http://www.facebook.com/SAPWholesaleDistribution

http://twitter.com/#!/SAP_WSD

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© 2012 SAP AG. All rights reserved. 7

Content

1. Social Media Overview

2. Social Media – Industry Examples & Level of Effort

3. Step-by-Step Approach, Best Practices & Template

4. Community & Resources

5. Contacts & FAQ„s

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© 2012 SAP AG. All rights reserved. 8

Step #1: Assess

Step #2: Learn

Step #3: Develop

Step #4: Execute

Step #5: Measure

5-Step Approach

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© 2012 SAP AG. All rights reserved. 9

Action

Checklist:

Evaluate your situation before creating your industry social media strategy

Identify a list of industry colleagues who will serve as content providers and vetters.

Use template slide “Industry Community / Content Providers

For [Your Industry Name Here]”

Confirm you, and your Industry Community / Content Providers, have the capabilities and

commitment to build and sustain content contributions via Blog entries on internal channels, and then

amplify your Blog content in external social media channels time, not just for initial setup.

Determine if any existing social media channels for your industry already exist - whether they are

viable or not, and if you can take an active role in their approach and content or not.

Use template slide “Existing SAP Branded Accounts for [Your Industry Name Here]”

Consider industry-specific factors that will shape your social media strategy – does your industry

activity participate in social media channels, are their restrictions or operating practices that limit or

regulate their participation, are there preferred social media channels, etc.

Step #1: Assess

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© 2012 SAP AG. All rights reserved. 10

Industry Community / Content Providers for [Your Industry

Name Here]

Industry

Marketing Lead

Industry Sol

Mgmt / IBU’s

Confirmed

/ Date

Industry

Bus

Solutions

(IBS)

Confirmed

/ Date

[Other

Group

Name

Here]

Confirmed

/ Date

[Other

Group

Name

Here]

Confirmed /

Date

[Your name here] [Name here] [Indicate

“yes” for

confirmed,

add date]

[Name

here]

[Indicate

“yes” for

confirmed,

add date]

[Name

here]

[Indicate

“yes” for

confirmed,

add date]

[Name

here]

[Indicate

“yes” for

confirmed,

add date]

Template

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© 2012 SAP AG. All rights reserved. 11

Existing Branded Accounts for Wholesale Distribution

Wholesale

Distribution

Branded

Accounts

Channel

Registries

Active Content +

Followers

Growing,

Neutral,

Declining

Activity?

Appropriat

e Account

to Target

Industry

Audience?

SAP

Contact

Facebook Account

Registries

• SAP

Wholesale

Distribution

Yes Growing Yes John Smith

LinkedIn Group

Registries

n/a - - - -

Twitter Account

Registries

@SAP WSD Yes Growing Yes John Smith

YouTube Channel

Registry

n/a - - - -

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© 2012 SAP AG. All rights reserved. 12

Template

Existing Branded Accounts for [Your Industry Name Here]

[Your Industry

Name Here]

Branded

Accounts

Channel

Registries

Active

Content

and

Followers?

Growing /

Neutral /

Declining

Activity?

Appropriate

Account to

Target Your

Industry

Audience?

SAP Contact

Facebook

Account

Registries

• [Name of channel(s)

here]

[Yes / No] [Growing,

Neutral or

Declining]

[Yes / No] [Name here]

LinkedIn Group

Registries

Twitter Account

Registries

YouTube Channel

Registry

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© 2012 SAP AG. All rights reserved. 13

Blogging

1. Write Blog / post content on SAP

Community Network (SCN)

2. Syndicate the URL from SAP SCN on

Facebook or Twitter or xyz

3. Redirect audience to SCN

for details

Blogging Sequence

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© 2012 SAP AG. All rights reserved. 14

Action

Checklist:

Recommended courses from SAP Social Media Audience Marketing team – in this order

Social Media Guidelines & Governance (Recorded Webinar – 26 minutes)

This session covers guidelines and standards on how to manage the brand presence in social media , manage

our risk, and how to improve the online experience of our audience

Social Media Participation Guidelines (PDF of Guidelines – 4 pages)

These guidelines govern personal and business participation in all social media channels. They help you

navigate the channel mix, safely participate through focused and ongoing audience engagement

Social Media 101: The Basics (Recorded Webinar – 1 hour)

Understand social channels and tactics and how social channels are used in marketing and increase proficiency

in using social media for marketing purposes

Social Media 102: Soc. Med & B2B Companies (Recorded Webinar) – 1 hour)

Identify opportunities for enhancing campaign executions and results using B2B case studies

Social Media Playbook: Objectives (Playbook – 12 pages)

This playbook is designed to help you identify your objectives and get started in planning your integrated social

media efforts for your business area

Social Media 103: Social Media in Programs & Campaigns (Recorded Webinar – 1 hour)

Apply social media tactics within the planning process; identify, execute, monitor and measure for programs and

campaigns.

Step #2: Learn

Step #1: Assess

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© 2012 SAP AG. All rights reserved. 15

Action

Checklist:

Familiarize yourself with existing social media channels – spanning industry, LOB or otherwise as best

practices / illustrative example to follow.

http://www.bothsidesofthetable.com/

http://enterpriseirregulars.com

http://www.zdnet.com/blog/howlett/

http://www.pretzellogic.org/

http://blogs.gartner.com

http://blogs.forrester.com/

http://marksmith.ventanaresearch.com

Step #2: Learn

Step #1: Assess

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© 2012 SAP AG. All rights reserved. 16

Action

Checklist:

Access your centrally created, industry-specific initial “v1” draft social media strategy and execution plan

presentation on shared drive folder: Step 1 - Initial Industry Drafts

Using this initial draft, develop your industry-specific social media strategy and execution plan following

POST (People, Objective, Strategy, Technology) and Crawl-Walk-Run methodologies – see following

slides for POST examples, Crawl-Walk-Run explanation, and Best Practices examples from Wholesale

Distribution industry.

Use template slide “POST Methodology for [Your Industry Name Here]”

Identify content from current sources, including Industry Briefing Books, Positioning Central, Spotlight,

Thought Leadership, current industry news and similar sources for your messaging and ideas.

Use template slide “Central Content Drives Blogs Strategy”

Create an “editorial” calendar of planned topics over next ~ 6 months, including content author sources

(and identify social media channels if known or planned – if not, leave blank)

Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”

Step #2: Learn

Step #1: Assess

Step #3: Develop

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© 2012 SAP AG. All rights reserved. 17

POST Methodology

People – Who?:

o Target audience: executives, managers of

LoBs (IT, Finance and Supply Chain) at

wholesale distribution companies, industry

thought leaders, industry publication editors,

and key members of our partner community

o Geography: primarily US, and

opportunistically in some of our key

countries

o Customer type: Installed base primarily

Objectives - What?:

o Objectives:

o Humanize our brand by engaging in people

to people marketing - driving higher

awareness and thought leadership

o Discover social media best practices and

industry trends

o Keep abreast with the pulse of what‟s

happening in the market place; establish

credibility and drive audience to WSD and

SAP events and campaigns

o Leverage WSD specific bloggers and

tweeters as content contributors and

evangelists at key events

o KPI’s:

o Improve Google SEO ranking for Wholesale

Distribution: from #8 to top 6

o Improve Klout score from current score of 21

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© 2012 SAP AG. All rights reserved. 18

Strategy – How?:

o WSD team would like to build long term

sustained relationships with our target

audience by:

• Listening

• Providing pertinent and regular updates

• Engaging them in a dialog

Technologies – Where?:

o Leverage the following social media tools

to engage our audience:

o Twitter

o Facebook

o Blogs on SAP.com, Forbes

o YouTube

POST Methodology

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© 2012 SAP AG. All rights reserved. 19

POST Methodology for [Your Industry Name Here]

People – Who?:

o Target audience:

o Geography:

o Customer type:

Objectives - What?:

o Objectives:

o KPI’s:

Template

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© 2012 SAP AG. All rights reserved. 20

Strategy – How?:

Technologies – Where?:

POST Methodology [Your Industry Name Here] Template

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© 2012 SAP AG. All rights reserved. 21

Target

Crawl

Engage

Walk

Qualify

Run

Establish a dialogue – secure

followers

Communicate frequently –

quality over quantity

Understand what resonates -

adapt as needed

Promptly respond to queries

and comments

Thank your audience for their

responses

Drive the conversation

beyond Social Media – point

them to SAP events

Meet your target audience at

online/offline events

Recruit key influencers as

evangelists and spokespeople

for SAP

Qualify leads for the SAP

Marketing and Sales Pipeline

Get buy-in & support from

stakeholders

Form core content team

Target your audience with the

right toolset: Twitter

Face book

Blog

YouTube, LinkedIn etc.

Deliver compelling messages

that resonate

Learn from industry leaders

Crawl, Walk, Run Methodology

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Action

Checklist:

For net new social media channels, submit an “Branded Account Submission Request Form” from tab

labeled “Account Requests”

Ensure your social media channel(s) (net new or existing) is registered with Account Registries

Create your social media channel(s) – which are dependent upon your strategy and unique industry

condition. Likely channels are SCN (SAP Community Network), Facebook, Twitter, and LinkedIn. Other

ways to “blog” are via SAP Newsroom. Whichever you choose, use official SAP logos and follow guidelines

from “Account Set-Up” tab from this site:

Measure your starting / baseline Klout score and number of followers. Use these metrics to assess uplift and

improvement over time.

Use template slide “Klout Score & # of Followers for [Your Industry Name Here]”

Step #2: Learn

Step #1: Assess

Step #3: Develop

Step #4: Execute

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© 2012 SAP AG. All rights reserved. 23

Action

Checklist:

Leverage content from current SAP sources, including Industry Briefing Books, Positioning Central,

Spotlight, Thought Leadership, current industry news and similar sources for your messaging and ideas.

Use template slide “Central Content Drives Blogs Strategy””

Complete your “editorial” calendar of planned topics over next ~ 6 months, including content author sources.

Use template slide “2012 Blog / Editorial Calendar for [Your Industry Name Here]”

On recurring basis, contribute content yourself, and from your Industry Community / Content Providers, via

Blog entry on sap.com, and amplify your content via external social media channels.

Add your social media channel URL links to your email signature block

Step #2: Learn

Step #1: Assess

Step #3: Develop

Step #4: Execute

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© 2012 SAP AG. All rights reserved. 24

Central Content Drives Blogs Strategy

Wholesale Distribution

Messages

LoB SAP Solutions & Portfolio Supporting Wholesale

Distribution Messages

Achieve financial efficiency and rapid vendor cost recovery

CFO 1. Visibility into financial performance across the company

2. Chargeback, Rebate, Incentive management

3. Profitability and cost management

Grow sales volume and profitability

VP Sales

1. Customer segmentation, cost-to-serve analysis, pricing optimization

2. Mobility

3. Order to cash cycle

4. Customer service

Drive operational excellence

VP Supply Chain

1. Operational visibility to react quickly to changes

2. Control cost of operations

3. Provide fulfillment predictability and consistency

4. Integrated warehouse and logistics management including route

optimization

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© 2012 SAP AG. All rights reserved. 25

Template

Original Content Drives Blogs Strategy

[Your Three Industry Messages from

Positioning Central Here, and Key

Messaging from Industry Briefing Book /

Spotlight / Thought Leadership + Other

Sources]

[List / Map

Your

Messages to

LoBs]

Solutions & Portfolio Supporting [Your Industry

Name Here]

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© 2012 SAP AG. All rights reserved. 26

Syndicated Content Template

Topic Owner Date Confirmed Channels

Mobility @SAPMobile

In Memory @SAPinmemory

Cloud

Analytics

CRM @SAPCRM

Financials

Business ByDesign @SAPbydesign

…Etc.

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Klout Score for Wholesale Distribution

The Klout Score is the measurement of your overall

online influence. The scores range from 1 to 100

with higher scores representing a wider and

stronger sphere of influence. Klout uses over 35

variables on Facebook and Twitter to measure True

Reach, Amplification Probability, and Network

Score.

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Klout Score and # of Followers for [Your Industry Name

Here]

Template

[Your Industry Name

Here]

Klout Score # of Followers # of Connections Etc.

Baseline [Insert Date

Here]

Q3 2012

Q4 2012

Q1 2013

Q2 2013

Q3 2013

Q4 2013

Q1 2014

Q2 2014

Q3 2014

Q4 2014

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© 2012 SAP AG. All rights reserved. 29

2012 Blog / Editorial Schedule for Wholesale

Blog topic Author When Channel

• Know your cost to serve x March Facebook

• Expedite Chargeback

Management

x Feb Twitter

• Warehouse Management x March LinkedIn

• Cloud computing and

SuccessFactors

x April Facebook

• Professional Business

Network

x March SAP Community Network

• View of Wholesaling in Lat

Am

x April Twitter

• HR/WSD specific on

SuccessFactors

x May Facebook

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© 2012 SAP AG. All rights reserved. 30

2012 Blog / Editorial Calendar for [Your Industry Name

Here] Template

Topic Author Date Channel

SCN > xyz > abc

SCN >

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© 2012 SAP AG. All rights reserved. 31

Action

Checklist:

Measure and report uplift and progress of Klout score and number of followers to

your stakeholders and sector leads on quarterly basis

Use template slide “Klout Score and # of Followers

for [Your Industry Name Here]”

Move up the Crawl, Walk, Run maturity curve

Step #2: Learn

Step #1: Assess

Step #3: Develop

Step #4: Execute

Step #5: Measure