1. ENERGISE2-0.COM
Mastering Social Media
Workshop 3
Implementation and Performance
Measurement
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
January, 2012

2. Focus
Key issues in implementing your
social media strategy
– Channel Action Plans
– Performance Measurement
– Organisation, Resource, People
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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, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear
statement of…..
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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
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5. Key Questions to Address
Channel Vision and Objectives
• What is your overall vision for this channel?
• What are the main objectives to be achieved? Are these
closely aligned with and supportive of your core business
objectives? (Link back to your SM Strategy Document)
• What KPIs will you use for measuring on-going channel
performance? What are your targets for each KPI?
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6. Key Questions to Address
Channel Actions
• The Basics – for each channel, are you happy with - Page
Set Up, Profile, Design, Basic Layout, Terminology,
Features/Functions, Integration
• Key Success Factors – the ‘4Cs’ approach
– Customers
– Content
– Conversations
– Conversion
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7. Key Questions to Address
Tools and Applications
• What tools and apps should I use for this channel
Organisation, People and Resource Aspects
• Do we have the right organisational ‘culture’ and
‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and
Guidelines?
Performance Measurement
• How should we measure channel performance and
business impact?
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8. Agenda
• Action Plans for Successful Channel Development
– Twitter
– Linkedin
– Blogging (briefly)
– Facebook, Google +
– Others
• ‘Stop and Reflect’ Exercises/ Channel Templates
• Same principles apply across all channels – ‘Be social
before doing social’
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