getting started with social media strategic planning webinar
DESCRIPTION
This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in BahrainTRANSCRIPT
SOCIAL MEDIA STRATEGIC PLANNING PROCESS
Eric Mills, PresidentNational Institute for Social Media
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AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
Learning Outcomes
In this webinar you can expect to learn:
o What to expect at the upcoming Social Media Strategic Planning Process program at the eGovernment Forum 2013
o How to create effective social media goals
o Connect social media goals to organizational goals
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o Four months ago XYZ Brand decided to start using social media – Facebook, Twitter, LinkedIn – expecting great things to happen
o Today, your sales manager is complaining that leads have not increased, and no new likes are coming in
o In addition, your customers are not using social media to say positive things, but negative things about the products that they offer
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Business Scenario
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WHY DO ORGANIZATIONS FAIL TO FIND SUCCESS IN
SOCIAL MEDIA?
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STRATEGIC PLANNING
A study called, “The Evolution of Social Business: Six Stages of Social Business Transformation” was recently released.
o 700 social media professionals and executives were surveyed and asked about their social media strategy.
o Is social media strategy clearly aligned with strategic business goals of an organization?
o Is the organization aligned to support and enable the execution of that strategy?
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Industry Analysis
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12% confident
that their company has a social media plan that looks beyond the next
year.
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50% think that
executives are “informed, engaged and
aligned” with social strategy.
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33% felt that
metrics used to measure the results of
social activities are connected to business
outcomes.
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
Social media strategy is NOT
independent from organizational
strategy.
There are core questions to be considered:
• What is your organization’s mission and vision?
• What are your current organizational strategic objectives?
• How can social media best compliment those objectives?
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
Social vs. Business Objectives
o Consider business objectives
o Develop goals that are aligned with those objectives
o Answer the following questions to ensure that the goal is going to give you the best possible outcome
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Goal Setting Process
For example:
“We want to grow our friends & followers on our social media platforms.”
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Write Down a Goal
o In our goal of “growing friends and followers on our social media platforms” the level of specificity is not very high.
o Let’s update our goal statement to make it more specific…
“We want to grow our friends & followers on Facebook & Twitter.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED
Is the Goal Specific?
o In our goal of “growing friends and followers on Facebook and Twitter.” we don’t have a measurable to validate whether the goal is complete.
o Let’s update our goal statement to make it more measureable…
“We want to grow our friends & followers on Facebook & Twitter from 1000 to 1,000,000.”
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Is the Goal Measurable?
o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 1,000,000,” the ability for us to get to one million friends & followers would be nearly impossible in the short term.
o Let’s update our goal statement to make it more attainable…
“We want to grow our friends & followers on Facebook & Twitter from 1000 to 10,000.”
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Is the Goal Attainable?
o In our goal of “growing friends and followers on Facebook and Twitter from 1000 to 10,000,” does this compliment our current business objectives if our current business objective is to get more sales leads?
o Let’s update our goal statement to make it more relevant…
“We want to grow our sales leads from friends & followers on Facebook & Twitter
from 100 to 1000.”
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Is the Goal Relevant?
o In our goal of “growing our sales leads from friends/followers on Facebook & Twitter from 100 to 1000,” we have not assigned a date for the goal to be evaluated.
o Let’s update our goal statement to make it time-based…
“We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to
1000 by Dec. 31, 2013.”
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Is the Goal Time-based?
“We want to grow our friends & followers on our social media platforms.”
OR
“We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to
1000 by Dec. 31, 2013.”
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Which Goal is Better?
“We want to grow our friends & followers on our social media platforms.”
OR
“We want to grow our sales leads from friends & followers on Facebook & Twitter from 100 to
1000 by Dec. 31, 2013.”
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Which Goal is Better?
Attend the eGovernment workshop to learn more about:
o The Social STP Analysis
o Social Media Audits
o Platform Selection Techniques
o Audience Identification Tools
o Content Development Templates
o And much more!
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What’s Next?
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Questions?