(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
Key Success Factors for Social Media Implementation
1. ENERGISE2-0.COM
Mastering Social Media Workshop 2
Implementation:
Key Success Factors
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
Sept., 2012
2. Focus
Key issues in implementing your
social media strategy
– Channel Action Plans
– Organisation, Resource, People
– Performance Measurement
ENERGISE2-0.COM
3. Channel Action Plans
• Once your Social Media Strategy has been agreed, brief Action
Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority
channel e.g. Twitter, Blog, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear
statement of…..
ENERGISE2-0.COM
4. Channel Action Plans
• Vision
• Channel Objectives
• KPIs and Targets
• Customers
• Key Channel Actions and Initiatives for ‘getting there
• Organisation, resource and people issues
• Tools and applications
• Performance measurement
• Do’s and Don’t’s
ENERGISE2-0.COM
5. Agenda
• Workshop 3 - Action Plans for Successful Channel
Development
– Twitter
– Blogging
– Linkedin
– Facebook
– Others
• Complete Balanced Scorecard Template for each priority
channel
• Same principles apply across all channels – ‘Be social
before doing social’
ENERGISE2-0.COM
6. Be Social
New ‘mindsets’ are
required to be successful in
social media
‘BE SOCIAL BEFORE
DOING SOCIAL’
ENERGISE2-0.COM
9. 1. Channel Vision and Objectives
• Agree the overall vision for each channel
• Agree the main objectives to be achieved? Ensure that
these are closely aligned with and supportive of your
core business objectives? (Link back to your SM Strategy
Document)
• Agree the KPIs and targets to be used in measuring on-
going channel performance
ENERGISE2-0.COM
10. KPIs and Targets
The 6Is Approach:
• Involvement – numbers/quality
• Interaction – level of two-way dialogue
• Intimacy – positive/negative sentiments
• Influence – word-of-mouth effect
• Insight – actionable market/customer insight
• Impact – business impact
ENERGISE2-0.COM
11. The ‘6Is’ Approach
Insight and
Impact
Influence Involvement
Intimacy Interaction
11
ENERGISE2-0.COM
12. 2. Customers
• Who?: Agree the main customers groups for this channel
– link back to your ‘Customer Mapping Exercise’
• Agree objectives for each customer group e.g. build
brand awareness; engagement; loyalty; relationships;
advocacy
• How will this impact on your Channel Content Strategy?
How can you add value? Be ‘customer led’
• Include ‘Key Influencers’
ENERGISE2-0.COM
13. Customers
• Your objective is to build a strong online network of
‘brand advocates’; engage and energise (word-of-
mouth/viral effect); build sustained buzz about the brand
• Future growth and success depends on – the quality of
your online network; the strength of the relationship you
have with them; and your ability to leverage that
relationship (brand advocacy, key influencers, key experts
etc)
ENERGISE2-0.COM
14. 3. Channel Basics
• Channel/Page Set Up
• Profile Information
• Design
• Basic Layout
• Terminology
• Features/Functions
• Integration
ENERGISE2-0.COM
16. Content
Key Things to Remember
• Declining effectiveness of traditional approaches to sales
and marketing
• Power shift
• Information overload and attention deficit
• Sell without selling
• Quality of content is critical – add value, helpful, solve
problems, provide insight, fun, engaging etc
• Adopt an ‘outside-in’ rather than ‘inside-out’ approach
i.e. be customer led
ENERGISE2-0.COM
17. Content
• Establish the business as a trusted authority, not just the
product or service
• Sales messages OK but subtle and in moderation
• Beware of gaffes
• Involve other people – internal/external; key experts;
brand advocates etc
• Not just publishing content but also customer service
ENERGISE2-0.COM
21. Content
• Develop an integrated Content Plan for each priority
channel
– Frequency
– Tone/Theme/Voice
– Topics
– Content Type e.g. text, infographic, video, podcast etc
– Own/Others Content
– Sources of Inspiration
– Channel Integration/Fit
ENERGISE2-0.COM
27. Customers
• Build the Community
– Be strategic – size matters, but ‘who’ is just as
important
– Use existing communications channels
– Use the community building tools of each channel
– Start by following, engaging then be followed
– Role of ‘Key Influencers’ is critical
– Avoid ‘get follower fast’ schemes
ENERGISE2-0.COM
28. Conversation
• Social media is ‘marketing as a conversation’ with your
network. It is not about one way broadcasting
• Actively encourage interaction e.g. blog posts end with
request for comments/feedback; on Twitter use Reply,
RTs often; on Facebook/Linkedin – participate in
groups/forums
• This has time and resource implications
ENERGISE2-0.COM
30. 5. Organisation, Resource and People Issues
• Organization, resource and people issues sit at the bottom of
your SM Balanced Scorecard NOT because they are the least
important issues to address. In fact, the exact opposite is true.
The success of your social media strategy is very much
dependent upon appropriate decisions being made in the
areas listed:
ENERGISE2-0.COM
31. Organisation, Resource and People Issues
• Do we have the right organisational ‘culture’ and ‘mindset’ for
Social Media? ‘Be social before doing social!’ Is the right
organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?
• Who will be responsible for your social media activities?
• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’,
‘Customer Response Times/Quality’ and ‘Legal’ aspects?
ENERGISE2-0.COM
32. Organisation, People, Resources
• Build the right organisational ‘culture’ and ‘mindset’ for
channel success
• Become a social organisation
• Ensure your channels are managed and resourced
properly
• Agree what policies and guidelines are needed
ENERGISE2-0.COM
33. 6. Tools and Applications
• A range of Social Media Management Tools are available.
Some are moving into Social CRM (SCRM) territory…
– Hootsuite
– Tweetdeck (now owned by Twitter)
– Seesmic
– Sprout Social
– Spredfast
ENERGISE2-0.COM
34. 7. Monitor and Measure
• To ensure that your SM strategy delivers a return on
investment, it is important to monitor and evaluate on-
going performance benchmarked against agreed
objectives, KPIs and targets
• Performance evaluation should be undertaken at three
main levels…
ENERGISE2-0.COM
35. Individual Channels
• Individual Channel Performance
– the effectiveness/success of each channel benchmarked
against agreed targets for the ‘6Is’ i.e. Involvement,
Interaction, Intimacy and Influence
– most channels provide easy to access statistics for
measuring each ‘I’ to a very high degree of accuracy
ENERGISE2-0.COM
36. Social Media ‘Buzz’
• Wider Social Media Performance
– monthly or quarterly reporting of the overall ‘buzz’ created
by your SM activities using appropriate Social Media
Monitoring tools
– this will show the impact of your SM activities on others
and other channels
– it measures the volume of mentions, trends over time,
which channels are driving your buzz, who is taking your
message further, through which channels, and what
affection or affinity they are showing, and so on
ENERGISE2-0.COM
37. Business Impact
• Underlying Business Performance
– the performance of each social media channel and the
overall ‘buzz’ created are ‘lead’ rather than ‘lag’ measures
– in a social media era, they are the main ‘drivers’ of future
business performance
– the final level of performance monitoring, therefore, is
linking your social media activity to overall business goals
and objectives e.g. enquiries, sales or customer loyalty. Is
social media achieving your ultimate business objectives
i.e. ‘lag’ measures?
ENERGISE2-0.COM
38. Performance Measurement Tools
A range of tools are available at each level:
• Individual Channels – e.g. Facebook Insights; Klout; Kred
• Overall ‘Buzz’ e.g. Topsy Analytics; Viralheat, other paid
SMM tools
• Business Impact e.g. Google (Social) Analytics; SCRM
ENERGISE2-0.COM
40. Do’s and Don’t’s
• Don’t Be a Showoff
– Your posts should add value to the ‘customer’ – it’s not
about ‘me,me,me’
• Don’t Use Poor Grammar or Spelling
– Don’t try to be too cool
• Don’t Get Too Personal (business users)
– Keep the conversations warm but professional; it’s what
business users expect and anything else comes off as
creepy
ENERGISE2-0.COM
41. Do’s and Don’t’s
• Don’t Automate
– It’s OK to schedule posts for specific times but don’t
automate everything. Social media is about
personal/brand engagement not blatant promotion e.g.
don’t automatically DM new twitter followers with a sales
message - it’s seen as spam.
• Don’t Leave Air in the Conversation
– Respond as quickly as possible – within hours not days.
• Don’t Overpost
– Don’t flood your followers’ timelines
ENERGISE2-0.COM
42. Do’s and Don’t’s
• Do Shout Out to Users Who Mention You
– Thank those making favourable comments; be very careful
how you respond to any negative comments
• Do Monitor Keywords and Sector Trends
– And respond when appropriate
• Do Make an Informative Profile
– It’s the first point of contact so critical. Tell what you will
be posting about
• Do Hang Out Where Your Customers Hang Out
– Don’t always expect them to come to you
ENERGISE2-0.COM