Page 1

Building
A
Social
Strategy
 Getting
The
Plan
Right


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Experience
Focused,
Socially
Active,
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Enabled



“If
it
doesn’t
sell,
it
isn’t
creative”
 ‐
David
Ogilvy


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Experience
Focused,
Socially
Active,
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Enabled



Too
many
companies
jump
into
 social
media,
but
fail
to
plan
 properly.


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Active,
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Enabled



They
don’t
engage
with
their
 customers.


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Active,
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Enabled



They
like
the
idea,
but
fail
to
 implement
it
completely


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Focused,
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Active,
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Enabled



They
fail
to
get
ready
internally
 causing
them
to
fail
externally


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Focused,
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Active,
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Enabled



To
be
successful
using
social
 technologies,
companies
must
first
 prepare
and
align
internal
roles,
 processes,
policies
and
stakeholders
 with
business
objectives


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Focused,
Socially
Active,
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Enabled



Adding
social
to
business
is
a
 profound
change
that
impacts
all
 departments
in
the
organization
in
 different
ways


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Focused,
Socially
Active,
Digitally
Enabled



Start
With
Research


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Active,
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Enabled



Rule
1
–
 Don’t
Fondle
 The
Hammer


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Focused,
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Active,
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Enabled



Focus
on
the
Customers
  

   

Run
when
you
hear
“Twitter
Strategy”
or
“Facebook
Strategy”
 –
this
puts
the
cart
before
the
horse
 Focus
on
how
you’ll
understand
the
customers
 Then
choose
a
business
objective


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Active,
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Enabled



Socialgraphics


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Active,
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Enabled



Develop
Your
Customer
Profile


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Enabled



Socialgraphics
Brings
You
Into
Action
  

 

 

 

 

Where
are
your
customers
online?
 –  Don’t
aimlessly
approach
social
networks
without
knowing
if
 they
are
there
 What
are
your
customers’
social
behaviors
online?
 –  Tells
you
what
social
features
to
add
to
your
brand
 communications
 What
social
information
or
people
do
your
customers
rely
on?
 –  If
they
rely
on
their
friends,
facilitate
a
marketing
program
that
 encourages
customers
to
share
with
their
friends
 What
is
your
customers’
social
influence?
Who
trusts
them?
 –  If
your
customers
are
trusted
by
others,
highlight
your
 customers
in
front
of
their
community
 How
do
your
customers
use
social
technologies
in
the
context
of
 your
products/services?
 –  Understand
how
customers
use
these
tools
in
researching
new
 products,
decision
making
and
support



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Experience
Focused,
Socially
Active,
Digitally
Enabled



Engagement
Pyramid


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Active,
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Enabled



Engagement
Pyramid
Data


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Enabled



Watching
  

 

What?
 –  Consume
content
only
 •  Visit
Social
Networking
Sites
 •  Read
Blogs
 •  Watch
Videos
 •  Listen
to
Podcasts
 Why?
 –  Seeking
social‐created
content
to
help
with:
 •  Decision
making
 •  Learning
from
peers
 •  Entertainment


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Experience
Focused,
Socially
Active,
Digitally
Enabled



How
to
Engage?
    

 

Understand
the
content
that
they
are
currently
consuming
 Be
relevant
–
what
do
your
customers
want
to
read,
watch
or
 hear?
 Create
content
that
engages
watching
based
on
existing
 habits


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Experience
Focused,
Socially
Active,
Digitally
Enabled



Sharing
  

 

What?
 –  Update
status
on
social
sites
or
Twitter
 –  Upload/Forward
photos,
videos,
articles,
etc.
 Why?
 –  Want
to
share
information
they
have
with
peers
and
 demonstrate
knowledge


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Experience
Focused,
Socially
Active,
Digitally
Enabled



How
to
Engage?
    

   

Simplify
and
innovate
sharing
tools
 Advanced
brands
should
look
at
adding
sharing
toolbars
to
 their
websites
 Announce
recognition
and
rewards
for
those
who
share
 Integrate
Facebook,
LinkedIn
and
Twitter
Connect
features
 that
allow
people
to
sign
into
your
site
with
their
existing
 social
profiles


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Experience
Focused,
Socially
Active,
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Enabled



Commenting
  

 

What?
 –  Respond
to
others’
content
 •  Comment
on
blogs
or
news
stories
 •  Review
and
rate
products
 Why?
 –  Actively
participate,
support,
or
contribute
ideas/opinions


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Experience
Focused,
Socially
Active,
Digitally
Enabled



How
to
Engage?
          

Add
commenting
features
to
every
page
of
your
website
 Develop
a
community
policy
 Foster
an
open
and
friendly
environment
 Discourage
spammers
and
trolls
 Seek
community
vendors
to
provide
additional
features
and
 traffic


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Experience
Focused,
Socially
Active,
Digitally
Enabled



Producing
  

 

What?
 –  Create
and
publish
their
own
content
 Why?
 –  Want
to
express
their
individual
identity
 –  Share
their
own
content
 –  Be
heard
 –  Be
recognized


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Experience
Focused,
Socially
Active,
Digitally
Enabled



How
to
Engage?
    

 

Become
a
platform
for
the
voice
of
your
customers
 Provide
public
recognition
for
most
helpful
community
 members
 Offer
Sponsored
Discussions
with
other
brands
that
your
 community
is
interested
in


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Experience
Focused,
Socially
Active,
Digitally
Enabled



Curating
  

 

What?
 –  Moderate
or
are
heavily
involved
in
online
communities
 like
Wikipedia,
Facebook
fan
pages
or
discussion
boards
 Why?
 –  Invested
in
success
of
a
product,
service
or
community
 –  Want
to
give
back
 –  Want
to
be
recognized


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Experience
Focused,
Socially
Active,
Digitally
Enabled



How
to
Engage?
  

 

Rely
on
them
as
trusted
advisors,
consider
them
non‐paid
 partners
 Identify
influencers
or
community
builders,
recognize
them
 publicly


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Experience
Focused,
Socially
Active,
Digitally
Enabled



Community
Dynamics


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Experience
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Enabled



Do
a
Market
Analysis


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Experience
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Active,
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Enabled



Perform
A
Social
Audit
  

   

What
is
your
company
currently
doing
in
the
social
space?
 What
are
your
employees
doing?
 Identify
internal
experts
that
can
oversee
your
social
strategy
 DON’T
–
think
of
social
as
only
Gen
Y
–
it
will
be
a
massive
 mistake
that
will
take
a
long
time
to
recover
from


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Experience
Focused,
Socially
Active,
Digitally
Enabled



Build
Your
Processes
 Processes
Survive
While
Employees
Leave


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Experience
Focused,
Socially
Active,
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Enabled



Rule
2
–

 Live
by
the
 80%
Rule


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Experience
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Active,
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Enabled



Get
Your
Company
Ready
    

 

Treat
social
success
like
launching
a
new
product
or
service
 80%
of
success
is
getting
your
company
ready
–
only
20%
is
 about
the
technologies
 You
can’t
love
your
customers
until
you
love
yourself


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Experience
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Active,
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Enabled



Think
Crisis
Management
Plan


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Work
Out
Your
Organizational
Model


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Active,
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Enabled



Centralized


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Organic
        

Organic
Growth
 Authentic
 Experimental
 Not
coordinated


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Experience
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Active,
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Coordinated
  One
hub
sets
rules,
best


practices,
procedures
  Business
Units
undertake
 their
own
efforts
  Spreads
widely
around
the
 organization
  Takes
time


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Multiple
Hub
&
Spoke
“Dandelion”
  Similar
to
Coordinated
but


across
multiple
brands
and
 units


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Holistic
“Honeycomb”
  Each
employee
is


empowered
  Unlike
Organic,
employees
 are
organized


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Policies
 Get
Your
Core
Policies
Ready
or
Suffer
the
Consequences


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Enabled



Required
Policies
  

 

 

Disclosure/Ethics
Policy
–
sets
the
terms
of
relationship
with
 users
and
requires
those
who
work
for
the
company
to
 disclose
their
relationship
 Social
Media
Policy
–
Define
when,
how
and
where
your
 employees
can
engage
with
social
medias
(sets
the
 requirement
of
training)
 Community
Policy
–
Sets
the
boundaries
for
its
participants
 on
social
media
platforms
ranging
from
blogs
&
websites
to
 Facebook
&
twitter


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Prepare
Your
Resource
Pool
 Make
Sure
Everyone
Knows
What
They
Are
Doing


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Rule
3
–

 Customers
Don’t
Care
 What
Department
You
Are
In



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Customers
Deserve
a
Holistic
Approach
  

   

With
Social
Tools,
every
employee
can
talk
to
customers
and
 prospects
 This
could
create
confusion
with
clients
 New
systems
will
be
needed
to
centralize
data
so
customers
 have
a
holistic
experience


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Experience
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Active,
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Enabled



Social
CRM
Helps
Companies
Catch
Up
    

Connects
the
Social
Web
with
existing
CRM
Systems
 Enables
Brands
to
better
manage
relationships
 –  Catch
leads
in
real‐time
 –  Allow
for
better
account
management
 –  Anticipate
customer
needs


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Enabled



18
Use
Cases
of
Social
CRM


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But
Not
All
of
Them
Are
Market
Ready


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Experience
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Active,
Digitally
Enabled



Educate
 Your
 Employees


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Experience
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Active,
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Enabled



Make
Sure
You
Have
 a
Social
Strategist
&
 Community
Manager
 Onboard


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Experience
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Active,
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Enabled



Pick
The
Right
Agency
  

 

 

 

 

There
are
a
huge
number
of
agencies
that
call
themselves
 Digital,
but
here
are
some
rules
to
test
them
with
 Test
to
see
that
they
focus
on
relationships,
not
campaigns
 –  Campaigns
are
limited
adventures,
relationships
must
last
 Ask
when
they
failed
at
social
media
and
what
they
learned
 –  Only
hire
agencies
with
“scar
tissue”
 Leverage
the
agency
to
train
you
on
all
things
social
 –  Enable
fast,
concerted
entry
into
the
market
 Be
wary
of
agencies
that
want
to
craft
your
strategy
–
only
 you
can
do
that
 –  Be
especially
wary
of
agencies
that
draft
strategy
 documents
based
on
a
series
of
interviews


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Active,
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Enabled



Get
Your
Stakeholders
Onboard
  

 

   

Executives
–
approval
to
move
forward,
budget,
and
allocate
 resources
 Communications
–
what
skills
will
they
need
to
learn
or
 unlearn?
 Employees
–
how
will
they
be
trained,
armed
and
supported?
 Legal
–
how
will
they
protect
employees
and
the
corporation?
 Will
they
need
to
create
new
policies
and
guidelines
for
the
 initiative?


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Focused,
Socially
Active,
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Enabled



Analytics


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Active,
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Enabled



Make
sure
to
calculate

 your

 Social
Readiness
Score


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Enabled



Rule
4
–

 Real
Time
Isn’t
 Fast
Enough


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Active,
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Enabled



Understanding
The
Digital
Framework


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Enabled



Brands
Can
Buy
Digital
Media


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Active,
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Enabled



Brands
Can
Own
Digital
Media


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Enabled



But
Brands
Must
Earn
Some
Medias


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Building a Social Strategy  

The 14th lecture in the IGRM course plan. This lecture covers how a social strategy is created and the things that need to be watched for.

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