Social media strategy

1. Crafting Sustainable Social
Media Strategy

2. Agenda
Author - Introduction
Key Success Factors – Enterprise Collaboration Platform Adoptions
Step 2 – Plan and Deliver
Social Media Maturity Matrix
Step 1 – Develop Strategy
Social media strategy framework
Social Media Tactics – Enterprise Collaboration
1
2
3
4
5
6
7
8
9
Social Media Tactics – Enterprise 2.0
Social Media Engagement – Critical Success Factors

3. Author
 17+ years of consultancy & senior
management experience
 Experienced in owning global
customer relationship
 Academic credentials include masters
in business management, PMP, ITIL &
Professional level certifications in SAP
 LinkedIn contact:
de.linkedin.com/pub/pon-karthikeyan-
m-b-a-pmp/14/186/998
3
The views expressed in this presentation are strictly the author ´s personal opinion/point of view and should not
be interpreted in any way as those of his employer
Pon Karthikeyan

4. Step 1 - Develop Strategy
4
Define Objectives &
determine readiness
Determine initiatives
& prioritize
 People
 Organization Structure
 Change & learning
 Support structure
Key factors for sustainable social media strategy
 Processes
 Technology
 Governance
 Risks

5. Step 2 – Plan and Deliver
5
•Connection & interactivity
•Innovation management
•Content sharing & management
•Enterprise & talent management
•Productivity & effectiveness
Internal
•Brand awareness
•Relationship management
•Innovation & creativity
•Efficiency & effectiveness
External
Plan
Innovate
SetupLaunch
Operate
Plan
implementation
Build & Launch
Continuous
management
CORE AREAS
CORE AREAS

6. Social media strategy framework
6
Define Objectives &
determine readiness
Determine initiatives
& prioritize •Connection & interactivity
•Innovation management
•Content sharing & management
•Enterprise & talent management
•Productivity & effectiveness
Internal
•Brand awareness
•Relationship management
•Innovation & creativity
•Efficiency & effectiveness
External
 People
 Org. structure
 Change & learning
 Support structure
 Processes
 Technology
 Governance
 Risks
Step 1 – Develop Strategy Step 2 – Plan & Deliver
Enterprise collaboration
Enterprise 2.0

7. Social Media Maturity Matrix
7
AWARE
LISTEN
COMMUNICATE
SUPPORT
ENGAGE
VALUECREATION
STAGES OF MATURITY

8. Social Media Tactics – Enterprise
collaboration
8
Business Goals Business Drivers
Social media
opportunities
Opportunity
type
Social media tactics
Improve productivity and
effectiveness
 Facilitate exchange of
information in workplace
eco-system
 Capture and record the
intellectual capital of the
organization
 Support the stakeholders in
the enterprise eco-system to
work together effectively
 Implement
document &
content sharing
platform
 Facilitate real-time
conversation &
status updates
 Search for know-
how & expertise
within the
company
 Capture tacit
knowledge of
employees &
business partners
 Tag content,
documents &
information
 Set up
collaboration
platform with
video-conferencing
Enterprise
collaboration
 Implement internal
collaboration
platform
 Funtionalities/featur
es include;
 Document & content
management
 Instant messaging
 Search engine
 Employee & business
partner profiles
 Tagging & book-
marking
 Video-conferencing

9. Key Success Factors - Enterprise
Collaboration Platform Adoptions
9
Think big, start small (Phased approach)
Ensure high-level sponsorship & management lead
Develop solutions fit for current operations (build strong use cases)
Well integrated change managment programme
User friendly interface (eg., single sign on, self service capabilities)
Nurture “ambassadors“ in the organization who can evangelise the benefits

10. Social Media Tactics – Enterprise 2.0
10
Business Goals Business Drivers
Social media
opportunities
Opportunity
type
Social media tactics
Increase marketshare  Create brand awareness
 Develop positive customer
experience
 Access new customer
segments
 Increase brand
awareness
through social
network channels
creating a unique
user experience
 Improve search
engine ranking by
developing brand
presence on social
media channels
 Engage with
existing customers
on social media
channels
 Monitor social
media
conversations
relating to brands,
products/services
Enterprise 2.0  Increase number of
comments, likes and
bookmarks
 Number of mentions
compared to peer
brands
 Number of
advocates
 Number of mentions
by advocates
 Reach
 Engagement
 Ratio of positive
mentions against
negative mentions

11. Social Media Engagement – Critical Success
Factors
11
Creative & compelling content to trigger “inbound marketing“
Gamification approach to generate excitment and to provide an addictive
element to gain engagement
Engage emotionally with the audience
Enable customers to actively participate in the development of new products,
ideas thereby creating a sense of brand/product ownership for the customer