Social Media
Make your social media strategy soar.
RETIRED CONTENT
Please note that the content on this page is retired. This content is not maintained and may contain information or links that are out of date.Ad hoc social media management causes: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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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. |
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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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