Strategic approaches to social media
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strategic approaches to social Media. Framing Social Media for clients and frameworks for planning. Due Today. Chapter 1 & 2 of the Groundswell and responses on your blog 3 Examples of Social Media Policies. Social Media Policy. PEOPLE + RULES + GUIDELINES

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Strategic approaches to social media

strategic approaches to social Media

Framing Social Media for clients and frameworks for planning


Due today

Due Today

  • Chapter 1 & 2 of the Groundswell and responses on your blog

  • 3 Examples of Social Media Policies


Social media policy

Social Media Policy

  • PEOPLE + RULES + GUIDELINES

  • A social media policy is a dynamic document that sets the guidelines for online engagement for designated or defined people within an organization, business or institution. It should reflect the company or client culture & values, anticipate audience engagement, prevent and respond to communications crisis through the social web.


Framing social media for clients

Framing Social Media for Clients

  • How do your clients understand social media?

  • It’s not about the tools. It’s about the relationships you build.

  • As a strategist, you are working as a problem solver for your client


Problem solving

Problem Solving

  • Identify the problem first

  • Assess the situation

  • Develop a plan of action

  • Acquire the tools to fix the problem

  • Execute your plan

  • Test your results


Social media pr

Social Media & PR

  • Develop your own philosophy and use metaphors to provide contexts


Prepare your clients for social media

Prepare your Clients for Social Media

  • Know what to wear: Prepare your message and define channels of communications based on the social situation.

  • Know who you want to engage: Understand the difference between key social influencers, niche groups and their roles.

  • Interact with audiences: Audience communication involves both listening and conversing.

  • Develop relationships: It’s not all about a popularity content, it’s about engagement and developing meaningful relationships with audiences.

  • Develop and nurture your influence through engagement and relationship building.


The social technographics profile

The Social Technographics profile

  • Knowing who to engage and where…


The social technographics profile1

The Social Technographics profile

{

{

{

Most Influential

Organizers

The Majority

  • Creators

  • Conversationalists

  • Critics

  • Collectors

  • Joiners

  • Spectators

  • Inactives

Requires more

time and

knowledge

of tools

http://empowered.forrester.com/tool_consumer.html


The social technographics profile2

The Social Technographics profile


5 steps for developing your social media plan p o s t a

5 Steps for developing your social media plan: P-O-S-T-A

  • People

  • Objectives & Goals

  • Strategy

  • Tools & Tactics

  • Adapt & Analysze


5 steps for developing your social media plan p o s t a1

5 Steps for developing your social media plan: P-O-S-T-A

  • People

  • Who do you want to engage?

  • What are they ready for?

  • Where are they?

  • What are they doing?

  • What are they talking about?


5 steps for developing your social media plan p o s t a2

5 Steps for developing your social media plan: P-O-S-T-A

  • Objectives

  • What do you want to accomplish?

  • What are the steps?


5 steps for developing your social media plan p o s t a3

5 Steps for developing your social media plan: P-O-S-T-A

  • Strategy

  • What will change if you are successful with your objectives and goals?

  • How will your public relations change?

  • What will be your path?

  • How will you get there?

  • What are the steps?


5 steps for developing your social media plan p o s t a4

5 Steps for developing your social media plan: P-O-S-T-A

  • Tools & Tactics

  • What platforms will you use?

  • How will you use them?

  • How will you prioritize them?

  • What will be achieved?


5 steps for developing your social media plan p o s t a5

5 Steps for developing your social media plan: P-O-S-T-A

  • Adapt & Analyze

  • What are the indicators of success?

  • What are your metrics?

  • What are you trying to measure?

  • What needs to change?

  • What are your next steps?


5 key social media objectives

5 key social media objectives

Embracing

Building authority

Supporting

Allowing supporters to help each other

Energize

Rallying key supporters towards an action or cause

tools

Talk

Building relationships by creating and participating in conversations--direct engagement

Listen

Collecting info and insights through conversations

time


Q how do we determine our objectives strategies

Q: How do we determine our objectives & Strategies?

  • A: By determining our client’s business goals

BUSINESS GOALS

Research

Marketing

Sales

Support

Development

SOCIAL OBJECTIVES

Listening

Talking

Energizing

Supporting

Embracing

SOCIAL STRATEGIES

Monitoring

Conversing

Rallying

Sustaining

Nurturing


Q how do we determine specimen s social media objectives strategies

Q: How do we determine Specimen’s Social Media objectives & Strategies?

  • A: By asking Ian about his goals business goals

BUSINESS GOALS

Research

Marketing

Sales

Support

Development

SOCIAL OBJECTIVES

Listening

Talking

Energizing

Supporting

Embracing

SOCIAL STRATEGIES

Monitoring

Conversing

Rallying

Sustaining

Nurturing


Strategic approaches to social media

Tools

& Tactics

Objectives

& Goals

Adapt

& Analysis

People

Strategy

Business Goal:

To increase sales of current product on the market

Social Media Objective:

?


Review

REview

  • Understand your client’s perspective and provide a framework for social media

  • Develop your own philosophy and use metaphors to help communicate your ideas about social media

  • Social Technographics Profiles help you determine who and how you will engage with online audiences

  • The P-O-S-T-A 5 Step Method will help you begin creating a social media plan

  • Understand that your plan begins with your client’s business goal and can be mapped out using the 5 key social media objectives and strategies.


Homework assignments

Homework Assignments

  • Due Next Week:

  • Read Chapter 3 of the Groundswell and provide a response on your own blog. Email me the link to your response

  • Complete your Client Agreement Form

  • Due Today:

  • Blog Response to Chapters 1 & 2

  • 3 Examples of Social Media Policies


  • Login