1.
How to Create a Social
Media Road Map For Your
Business
Proudly Presented by:

2.
What is a Social Business?
An organization that has put in place the
strategies, technologies and processes to systematically
engage all the individuals of its ecosystem
(employees, customers, partners, suppliers) to maximize the
co-created value. As defined by Open Knowledge.

3.
Step 1: Obtain Key
Stakeholder and Team Buy in

4.
Customer Service Example
The customer service wish list is to enhance our super friendly customer
service (better image), reduce the same questions being asked multiple
times (leveraged responses to general questions), and to make it easier
to sell on-going services to existing clients.
Sales Example
The sales wish list is to communicate our perceived value in the
marketplace, create customer evangelists who promote our products and
services on our behalf, generate more leads and sales and reduce the
time from prospect to closing the sale.
Human Resources Example
The HR wish list is being an employer of choice because of our positive
social presence; attract top talent, to increase internal employee
engagement and to use social media as an internal form of
communication.

5.
Step 2: Plan and Set Social
Media Goals with KPIs

6.
Define Your Social Media
Vision
Where do you want to go? A vision is what hooks everything together. A
vision statement is a simple sentence that helps keep you motivated and
focused during times of uncertainty.
It’s a clear picture you can see, one
that guides your every business
decision. Establishing a social media
vision statement is important because
it helps ensure you keep your business
headed in the right social media
direction.

7.
Social Force 5 Social Media
Vision
Leverage social media to assist us to create a collaborative and
connected eco-system with our staff, customers, partners and
suppliers, so we all achieve co-created value and a competitive
advantage.
Staff
Suppliers
Social Customers
Force 5
Partners

8.
Define Your Social Media
Goals by acquiring and
Many businesses are aiming to increase sales
retaining customers, or improving brand awareness.
Others look at reducing costs by making their marketing more
efficient, streamlining customer service or improving their customer
satisfaction scores.
Goals are necessary for
measurement. You must define what
the end result will look like for each
department/key stakeholder and the
business as a whole.

9.
Social Media Goals Examples
• Build brand awareness
• Generate additional leads
• Generate additional sales
• Strengthen relationships with customers, prospects and
influencers
• Understand your buyers needs better
• Increase traffic to your website
• Improve customer service
• Improve search engine rankings
• Drive traffic into your bricks and mortar store

10.
Establish KPIs For Each Goal
Once you’ve established key goals for each department/key stakeholder,
you must also then establish KPIs per goal, so you’re able to measure
your success.
Here’s a list of KPIs that you could use to measure your goal
outcomes:
• Number of times your business and brand is mentioned online
• Number of social interactions
• Number of conversions driven via your social media channels
• Number of positive mentions, reviews and shares
• % of $ saved or generated as a result of social feedback
• Number of customer inquiries resolved
• Number of candidates driven from social media

11.
Step 3: Choose Your Tactics
and Metrics

12.
Organic SEO
B2C, tribe engagement Branding
Social Engines
Backlinks How to’s & FAQs
B2B, joint ventures Listening & research
Build authority

13.
Define Your Metrics
The objective here is to measure KPIs to determine if your social media
activities are yielding the expected results. The information obtained here
is important to steer present and future decisions about your social media
plan.
There must be a system in place to measure the results of your activities
being performed. There are various ways to measure the effectiveness.
How you measure success depends on which goals your trying to
achieve. The measuring activities have to be tied to your key goals.
Here are 4 examples of how you can measure your social media
success:
1. Revenue growth
2. Cost reduction
3. Improved customer advocacy
4. Increased brand awareness

14.
Your Social Media Snapshot
VISION: GOALS: TACTICS:
Why are you What do you want How will you achieve
doing this? to accomplish? your goals?
A Goal Tactic Metric
Vision
A KPIs Tactic Metric
B Goal Tactic Metric
B KPIs Tactic Metric
GOALS
A Department
C Goal Tactic Metric
B Department
C Department
C KPIs Tactic Metric

15.
Step 4: Get to Know Your
Target Customers and
Communities

16.
Target Customer Questions
• Male or female?
• Age and demographic?
• Married, single, divorced?
• Children?
• Occupation?
• Located - local, national, global?
• Income range?
• What industry do they work in?
• What do they do on weekends?
• What car do they drive?
• What are their hobbies and interests?
• What websites do you visit on a regular basis and why?
• Do you subscribe to any blogs? If yes, which ones and why?
• What magazines (on or offline) do you read?
• What social media platforms do you use and why?
• What communities (both on and offline) do you belong and contribute to?
• What are your special interests, hobbies and activities?

17.
TARGET CUSTOMER:
• 42 year old
• Married to Tiffany
• 10 year old daughter Lucy who goes to Melbourne
Grammar
Hi I’m Matt
• MD of chain of restaurants around Melbourne
• Live in Port Melbourne
• Earn $250,000 pa plus bonuses
• Dines in Melbourne CBD and has breakfast in Albert
Park on the weekends
• Holiday’s in Noosa
• Read’s the Age and Herald Sun on his ipad each
morning
• Subscribes to BRW, Epicure
• On LinkedIn but doesn’t really know how to use it
• Member of the Albert Park Golf Club
• Goes to the gym and loves running The Tan 2 days
per week
• Geelong Cats Fan

18.
Step 5: Analyse Your
Competitors and Influencers

19.
Social Media Keyword
Research
The foundation of social media marketing is built on keywords.
Conducting continuous keyword research and keyword analysis is critical
to achieving success with social media.
www.hashtags.org - Provides graphs on Twitter #hashtags and hashtag
use; find the most popular and newest hashtags
www.twitter.com/search - Track the hottest trends on Twitter and click on a
stream to pull up a feed of the public conversation
Targeting potential customers on Facebook is not as easy as with social
networking sites like Twitter as businesses can't access the profiles of
potential customers without permission.

20.
Step 6: Create Your Online
Business Personas

21.
Business Persona Example

22.
Step 7: Create Social Media
Policies and Guidelines

23.
Social Media Policy Example

24.
Social Media Guidelines
• Introduction and explanation
• Statement of rationale
• Authorisation
• Don’t assume common sense is common
• Address representation of the business
• Emphasis personal and business consequences
• Reiterate intellectual property and confidentiality concerns
• Identify privacy issues
• Third party communication
• Provide best practice advice
• Media relations

25.
Step 8: Train and Appoint
Brand Ambassadors

26.
Step 9: Conduct a Collateral
and Online Health Check

27.
Step 10: Create a Road Map
to Keep You on Track