Ad hoc social media management causes:
- Wasted resources on ineffective social media channels.
- Missed opportunities to capture customer insights.
- Inconsistent communication to prospects and customers.
- Insufficient employee guidance for acceptable social media usage.
- Duplication of effort across business units.
- Poorly defined roles and responsibilities.
A formalized social media strategy leads to:
- Clear social media goals and objectives.
- Optimal social media channel coverage.
- A great fit between organization capabilities and social media requirements.
- Strong integration between social media and existing business processes.
- A comprehensive social media governance strategy.
- Well-defined metric for tracking success.
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Book NowModule 1: Setting Your Objectives for Social Media
The Purpose
- Understand the major trends and benefits of developing a social media business plan.
- Determine success of current social media efforts.
- Establish department-level social media business objectives.
Key Benefits Achieved
- Identify areas for improvement within social media efforts.
- A comprehensive, prioritized list of business objectives.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Harness the social media value proposition. |
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| 1.2 | Assess current social media efforts. |
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| 1.3 | Set social media objectives. |
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Module 2: Leveraging Social Media for Marketing and Sales
The Purpose
- Assess the social media maturity of sales and marketing.
- Select social media channels for the sales and marketing groups.
- Integrate social media into existing business processes.
Key Benefits Achieved
- Identify areas for improvement within social media efforts specific to marketing and sales.
- A recommended list of social media services for sales and marketing based on customer demographics and organization goals.
- A refined workflow map incorporating social media into marketing and sales business processes.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Build a social channel market coverage model. |
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| 2.2 | Select social media channels for the sales and marketing groups. |
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| 2.3 | Use social media to sell to prospects and customers. |
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| 2.4 | Select social services to integrate with sales. |
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| 2.5 | Embed social media into the sales process. |
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| 2.6 | Capture market insights through social channels. |
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Module 3: Enable Customer Service Using Social Media
The Purpose
- Assess the social media maturity of customer service.
- Select social media channels for the customer service group.
- Integrate social media into existing customer service processes.
Key Benefits Achieved
- Identify areas for improvement within social media efforts specific to customer service.
- A recommended list of social media services for customer service based on customer demographics and organization goals.
- A refined workflow map incorporating social media into customer service business processes.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Execute customer service in a social world. |
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| 3.2 | Incorporate social media into customer initiated service. |
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| 3.3 | Scan the social cloud for proactive service opportunities. |
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| 3.4 | Help your customers help each other. |
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Module 4: Technology Enablement for Your Social Media Strategy
The Purpose
- Understand the benefits of deploying a social media management platform.
- Assess your social analytics maturity.
- Review social media management platform vendors.
- Develop a social analytics plan to track and monitor success of social media.
Key Benefits Achieved
- An evaluation of current social media analytics maturity.
- A customized social media management platform vendor shortlist.
- A robust list of social media KPI specific to marketing, sales, customer service, human resources, and public relations.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Making the case for a social media management platform. |
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| 4.2 | Select a social media management platform vendor. |
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| 4.3 | Develop a social analytics plan. |
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Module 5: Social Media Governance and Change Management
The Purpose
- Establish a social media steering committee.
- Identify implementation risks and create mitigation strategies.
- Develop a stakeholder communication plan.
- Identify when to revisit the social media strategy.
Key Benefits Achieved
- Ensure IT and business units have appropriate representation on steering committee.
- All roles affected by social media are identified and a plan to communicate change and train end-users is established.
- Proactively identify risks and develop mitigation strategies and contingency plans.
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Put strong governance in place for social media. |
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| 5.2 | Mitigate the risks of social media. |
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| 5.3 | Communicating change around social media initiatives. |
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