Social Media

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Your Challenge

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.

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Do-It-Yourself Implementation

The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.

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Project Accelerator Workshop

You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.

Module 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.
  • Current status assessment results
1.2 Assess current social media efforts.
  • List of capability gaps
1.3 Set social media objectives.
  • Business objective list

Included Resources

Powerpoint icon 30x30 Setting Your Objectives for Social Media
Word icon 30x30 Social Media Business Plan Template
Excel icon 30x30 Social Media Maturity Assessment Tool

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.
  • Marketing and sales social media maturity assessment
2.2 Select social media channels for the sales and marketing groups.
  • Marketing and sales social media services recommendations
2.3 Use social media to sell to prospects and customers.
  • Sample marketing messages
2.4 Select social services to integrate with sales.
  • Sample sales messages
2.5 Embed social media into the sales process.
  • Social media workflow map
2.6 Capture market insights through social channels.

Included Resources

Powerpoint icon 30x30 Leveraging Social Media for Marketing and Sales
Excel icon 30x30 Social Media Service Selection Tool

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.
  • Customer service social media maturity assessment
3.2 Incorporate social media into customer initiated service.
  • Customer service social media services recommendations
3.3 Scan the social cloud for proactive service opportunities.
  • Common issue response problem
3.4 Help your customers help each other.
  • Watchword list
  • Social media workflow map
  • Rewards and recognition strategy

Included Resources

Powerpoint icon 30x30 Enable Customer Service Using Social Media

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.
  • Social media management platform vendor shortlist
4.2 Select a social media management platform vendor.
  • Social media management platform RFP
4.3 Develop a social analytics plan.
  • Social analytics maturity assessment
  • KPI list
  • Social analytics business plan

Included Resources

Powerpoint icon 30x30 Technology Enablement for Your Social Media Strategy
Excel icon 30x30 Social Media Management Platform Vendor Shortlist and Detailed Feature Analysis Tool
Word icon 30x30 Social Analytics Business Plan
Word icon 30x30 Social Analytics Specialist

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.
  • Roles and responsibilities list
5.2 Mitigate the risks of social media.
  • Social media steering committee charter
5.3 Communicating change around social media initiatives.
  • Risk mitigation strategy
  • Communication plan
  • Training framework

Included Resources

Powerpoint icon 30x30 Social Media Governance and Change Management
Word icon 30x30 Social Analytics Specialist
Word icon 30x30 Social Media Steering Committee Charter Template
Word icon 30x30 Social Media Acceptable Use Policy
Word icon 30x30 Blogging and Microblogging Guidelines Template
Word icon 30x30 Social Media Representative
Word icon 30x30 Social Media Manager

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CRM, Sales, Marketing and Customer Support Map

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Search Code: 74221
Published: February 17, 2014
Last Revised: February 17, 2014

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