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Social Media Strategy

Claus Alvdahl Hansen
Blog: alvdahl.dk
Strategic Framework
                      Goals
      Timeline &                    Target
        Budget                      Group




Measurement &                           Value
     KPI
                    Challenge        Proposition




                                  Approach &
        Platforms                  Resources
                     Activities
Social Media is Branding
Eroding brand awareness and familiarity.

Especially low penetration amongst people aged <35.
Social as a channel
Google is not the only alternative anymore. Social Media is where we
search for brands.

85% are expecting social interaction and conversation with brands.

Most brands has very little mention on social channels.
What social media does
Closer Relationships with
Customers
Transparency. Listening, sharing,
engaging.

Brand Familiarity
Tell the innovation and solution
stories behind the brand. 85%
expects interaction with your
brand.

Customer Loyalty
Social dialogue is the best way to
build trust. Brand ambassadors.
Social Media creating engagement
Employees
Internal communication using external
channels. Increase employee
engagement. Share posts as brand
ambassadors.

Potential employees
Branding your organization as a place
where the best would want to work.

Management
Grow the business. A place where they
can engage directly with customers and
employees. Gain customer insights.
Your target groups
Customers
Post information about how helps
them succeed. Comment and share
information to their friends.

Potential customers
Read your company history. Share
it with friends.

Distributors, NGOs, press etc.
Participate in conversations.
Preferred place to find information
and ask questions to your
organization.
Social Media Value Proposition:
 “Who we are as a company”
A great place to work
Free thinking and
creative, Sharing and
trusting, Optimistic and
high energy, Confident,
Fascinating.

Meet the employees and
tell their story.
Amazing Products
Tell the story how
your products were
invented.

How they work.
Social Responsibility
How you ensure sustainable, profitable growth.

Stories about your social responsibility.

And also if something goes wrong.
Core Capabilities
How you do what you do
best.

The heart of your
company.

How you help others
doing what you do.

History of the your core
capabilities.
Megatrends
How your products are
brought to life.

Relate your message to
Megatrends:
Smart Cities, Transportation,
Ageing, Social Business,
Individualized, Authenticity,
Crisis Economy,
Globalization, Global
Warming, Education.
It’s communication, not marketing
Share engaging content
People has to feel they get something out of following us.
Increase understanding of what you are.

Take the time to interact
All customer contacts is a potential opportunity.

Take care of your fans
Word of mouth is the number one currency when it comes to
creating publicity. Excite and inspire your audience.

Storytelling
Adding depth and storytelling will ensure high-quality
engagement. Capture the imagination of the next generation.
Your approach
Explore and learn
Everything should sound like
your brand. Test and measure
your posts.

Close relationship to Business
Groups                           Central goes local goes local
No “corporate” messages.         Central drives the content, but
                                 content is localized when getting
In-house rather than agency      closer to the customer.
We need someone with
knowledge about your             Empowering employees
organization.                    A team of local (and certified)
                                 social media managers.
Mapping the 7 Platforms


   Printerest           Facebook             Twitter             LinkedIn
            Instagram              YouTube             Google+

  Least                                                                 Most
corporate                                                             corporate
Different Segments - Different
         Communication
                   LinkedIn
                                            LinkedIn
 Google+           (groups)
                                         (News, products)
       Experts                       Customers
                                                     Facebook
                               Twitter                 (local)


Instagram          Facebook       Facebook
                   (Central)
            Fans                         Employees
  Printerest       YouTube        YouTube
Quality vs. Quantity
Timeline
       Communication
         HR & Brand
                         Customer Service
                         Listen & Respond

                                                Social Selling
                                               Engage & Grow



2013              2014                  2015

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Social media strategy

  • 1. Social Media Strategy Claus Alvdahl Hansen Blog: alvdahl.dk
  • 2. Strategic Framework Goals Timeline & Target Budget Group Measurement & Value KPI Challenge Proposition Approach & Platforms Resources Activities
  • 3. Social Media is Branding Eroding brand awareness and familiarity. Especially low penetration amongst people aged <35.
  • 4. Social as a channel Google is not the only alternative anymore. Social Media is where we search for brands. 85% are expecting social interaction and conversation with brands. Most brands has very little mention on social channels.
  • 5. What social media does Closer Relationships with Customers Transparency. Listening, sharing, engaging. Brand Familiarity Tell the innovation and solution stories behind the brand. 85% expects interaction with your brand. Customer Loyalty Social dialogue is the best way to build trust. Brand ambassadors.
  • 6. Social Media creating engagement Employees Internal communication using external channels. Increase employee engagement. Share posts as brand ambassadors. Potential employees Branding your organization as a place where the best would want to work. Management Grow the business. A place where they can engage directly with customers and employees. Gain customer insights.
  • 7. Your target groups Customers Post information about how helps them succeed. Comment and share information to their friends. Potential customers Read your company history. Share it with friends. Distributors, NGOs, press etc. Participate in conversations. Preferred place to find information and ask questions to your organization.
  • 8. Social Media Value Proposition: “Who we are as a company”
  • 9. A great place to work Free thinking and creative, Sharing and trusting, Optimistic and high energy, Confident, Fascinating. Meet the employees and tell their story.
  • 10. Amazing Products Tell the story how your products were invented. How they work.
  • 11. Social Responsibility How you ensure sustainable, profitable growth. Stories about your social responsibility. And also if something goes wrong.
  • 12. Core Capabilities How you do what you do best. The heart of your company. How you help others doing what you do. History of the your core capabilities.
  • 13. Megatrends How your products are brought to life. Relate your message to Megatrends: Smart Cities, Transportation, Ageing, Social Business, Individualized, Authenticity, Crisis Economy, Globalization, Global Warming, Education.
  • 14. It’s communication, not marketing Share engaging content People has to feel they get something out of following us. Increase understanding of what you are. Take the time to interact All customer contacts is a potential opportunity. Take care of your fans Word of mouth is the number one currency when it comes to creating publicity. Excite and inspire your audience. Storytelling Adding depth and storytelling will ensure high-quality engagement. Capture the imagination of the next generation.
  • 15. Your approach Explore and learn Everything should sound like your brand. Test and measure your posts. Close relationship to Business Groups Central goes local goes local No “corporate” messages. Central drives the content, but content is localized when getting In-house rather than agency closer to the customer. We need someone with knowledge about your Empowering employees organization. A team of local (and certified) social media managers.
  • 16. Mapping the 7 Platforms Printerest Facebook Twitter LinkedIn Instagram YouTube Google+ Least Most corporate corporate
  • 17. Different Segments - Different Communication LinkedIn LinkedIn Google+ (groups) (News, products) Experts Customers Facebook Twitter (local) Instagram Facebook Facebook (Central) Fans Employees Printerest YouTube YouTube
  • 19. Timeline Communication HR & Brand Customer Service Listen & Respond Social Selling Engage & Grow 2013 2014 2015